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Posts Tagged ‘GoS 360’

Mobile Tethering is a Fact of Life. Plan for it and charge for it

Written by GoS on . Posted in Blog

Until recently, there has been a range of contrasting positions to the growing phenomenon of mobile tethering. Some MNOs have been resolutely opposed to the practice, while others have steadfastly ignored it. However, new research by Analysys Mason suggests that it’s time to formalise arrangements and convert tethering to a revenue opportunity.

According to Analysys Mason, 37% of users in a number of key markets have used mobile tethering at least once. However, the percentage is higher among those users with tablet devices. Rather than using mobile broadband packages to obtain connectivity for tablets, users are instead opting either to use Wi-Fi or else connect via tethering to their smartphone.

The conclusion from the research is that MNOs need to consider including tethering options for multiple devices in their smartphone data packages and to capture revenue for them. While dongle-enabled mobile broadband for laptops remains popular, increasingly users will shift to tablets, which in turn, means that they will need more connectivity. Introducing flexible, multi-device packages for smartphone users will help meet this need.

What this means is that MNOs will need to be able to manage connectivity better. They may want to charge for this capability via the delivery of flexible and dynamic policies. Alternatively, they may seek to incorporate it into existing plans and simply to manage the experience. In either case, MNOs will need the ability to adjust network conditions to optimise the experience for applications accessed while tethering.

MNOs need a reliable way to identify mobile tethering and to deliver their chosen policy. Since tethering is activated on the mobile device, the ability to recognise tethering could enable the support of additional services, such as the dynamic selection of best available network. They will need to take advantage of Policy on the Device (PoD) solutions to deliver a range of tethering policies and to cope with an increasing range of devices that connect indirectly to the network via mobile broadband.

The solution is to deploy GoS 360°. This consists of two elements, the GoS Agent and the GoS Manager. GoS Agent resides on the handset and can determine when tethering has been activated and report this, via the GoS Manager, to the PCRF across the Gx interface. Once a tethering session has been identified, the MNO can implement its chosen policy.

The GoS solution enables MNOs to manage tethering according to the range of policies they offer customers. This means that they can more easily combine tethering with other, complementary services, such as dynamic network selection and WiFi offload. Why not contact us to find out more?

Extending Smart Phone Battery Life to Increase Customer Satisfaction

Written by GoS on . Posted in Blog

A recent article on popular industry website Cellular News has highlighted the problems of battery life on smartphones. According to the author, the greatest limitation on smartphone performance is now their battery life. The contention is supported by other sources, which suggest that as smartphone performance increases, there will be a trade off with battery expectancy: Smartphones are “either going to drain their batteries at ever-increasing rates while continuing to get faster—or they’re going to maintain their current, not-great-but-acceptable battery life while sacrificing huge increases in speed. It won’t be possible to do both.”

A number of physical solutions have been proposed to help users overcome these limitations, but these typically require them to carry additional hardware. But it’s likely that few users will be prepared to add such devices to their burden – after all, smartphones are still supposed to be pocket devices and most users simply want the best experience without being encumbered by more devices. They want to use their device wherever they can, for whatever they want.

That’s why software solutions are so important. Solutions that can be deployed on smart devices to manage their performance and optimise battery life are becoming of critical importance – both to MNOs struggling to operate networks efficiently and to users who just want to enjoy a seamless experience throughout their day.

The GoS Networks Battery Optimiser solution is a significant step forward that enables smartphone battery consumption to be managed more effectively, extending its life and enhancing user experience. Independent tests have shown that the GoS solution can significantly extend device battery life expectancy by the efficient management of signalling in the RAN.

By deploying the GoS solution, MNOs can help their customers make the most of their smartphones and enjoy better performance – in the absence of real advancements of battery technology, this is a compelling means to help customers do more and obtain a better return for their investments.

MNOs that take steps to help customers resolve battery issues seamlessly and intelligently can enhance customer relationships and help differentiate their network offer.

How to Intelligently Manage the User Experience to Prevent Churn and Attract New Subscribers

Written by GoS on . Posted in Blog

Mobile network operators can do much to optimise services and conditions for their users. They have control of the network but there are limitations. MNOs cannot take action to manage conditions in user equipment. As smart devices have proliferated and as users have enthusiastically adopted more and more bandwidth intensive applications and services, the need to be able to manage user experience in devices has become increasingly pressing.

An additional complication comes from the fact that networks are increasingly heterogeneous. That is, in addition to the RAN technology deployed – UMTS, or, increasingly, LTE – complementary technologies such as WiFi are being deployed to increase coverage, provide backhaul and offload solutions.

MNOs are striving to provide the best experience for their customers. They want them to use the best technology for their applications and will be deploying solutions such as the ANDSF to manage handover and switching between different access networks.
But to do so intelligently requires detailed knowledge of what the user is doing – both in terms of active applications that require bandwidth and in terms of applications that consume resources in the background via automated updates and so on.

This means that MNOs have to take steps to obtain information on application demands and consumption from inside smart devices, so that they can efficiently manage network resources and connectivity to the most appropriate access solution. All of this must be managed in real-time: some applications – for example, video streaming – can have fluctuating demands, which need to be managed. MNOs need both to be able to monitor application requirements from devices in real-time and to be able to manage connectivity and resource consumption locally so that an optimised experience can be delivered, all of the time, taking into account the needs of other adjacent users.

One solution is to deploy specialised client software such as the GoS distributed ANDSF / PCEF in smart devices. GoS can both report to centralised platforms such as the PCRF and execute policy control functions, including handover to alternative access networks or managing excess signalling in order to ensure an optimised user experience.

It is only by extending their reach to smart devices that MNOs can overcome limitations to their network management capabilities. If they do not extend QoE and policy frameworks into smart devices, they will be unable to deliver the user experience required. Network performance and quality will be key differentiators in the future and there are already signs that users are churning to networks in the expectation and promise of better performance. MNOs have to take steps to ensure that they can really deliver on their promises and client-based solutions can help them to achieve this goal.