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Posts Tagged ‘WiFi Offload’

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?

Policy on the Device Continues to Attract Attention

Written by GoS on . Posted in Blog

There’s been a spate of news recently about the increasing importance of Policy on the Device (PoD) solutions. Operators are becoming aware that, in order to effectively deliver end-to-end policies and QoS, they have to extend policy monitoring and control capabilities to smart devices.

Just a couple of years ago, PoD was a relatively unknown area, in which pioneers such as GoS Networks were innovating advanced solutions that enhance the user experience, optimise service delivery and reduce operator costs.

Today, as Cassio Sampaio of Bell Canada noted, speaking ahead of this year’s Broadband Traffic Management Event, “Policy on the device will continue to gain traction and perhaps move past the “shiny demo” stage we are currently in. There is a clear space for an increase in the level of self-serve features to be provided to subscribers driving direct cost savings and potentially creating other revenue opportunities”.

We agree. PoD can solve both specific challenges – end-to-end service assurance, RAN optimisation as well as delivering side effects such as enhanced device battery life – but it can also provide a platform for a wide range of new services and capabilities.

This is an interesting time for the evolving policy segment. We’ve had policy 1.0, 2.0 and we think the next phase is coming. Once PoD solutions are widely deployed, they will enable and unlock new services that cannot currently be created or delivered. That’s why it’s so exciting. Operators need to think strategically – using short-term benefits that can be delivered today to enable a richer set of opportunities in the future.

Little wonder, then, that PoD is starting to attract such attention. Why not talk to us and find out how you can benefit today from innovative PoD solutions – and build a framework to enable future innovation? Or, check out the Yankee Group report on the subject by following this link.

Policy on the Device is now “Essential” Says Yankee Group

Written by GoS on . Posted in Blog

Policy on the Device (PoD) is now essential according to industry analysts Yankee Group. Mobile Network Operators have been able to understand what their subscribers are doing for a long time. But what they cannot do is to extend their reach into the RAN so that they can implement policies that act at the level of the device in order to enhance user experience. As Yankee puts it “they can look, but the couldn’t touch”.

As we have long argued, the only way to solve this problem – for the benefit of users and MNOs – is actually to go further and extend policy control not only to the RAN, but beyond, all the way to mobile and smart devices. By deploying PEP solutions on devices, the real experience of users can be taken into account. It seems the industry is starting to agree and the benefits of making devices PEPs are becoming clearer. So much so that there is now an identifiable, quantifiable market in PoD solutions – in which we play a leading role.

Yankee identifies WiFi offload as a key initial driver for the deployment of PoD solutions, largely because users are independently opting to connect to WiFi rather than cellular networks when in a fixed location – which in turn is slowing the much-feared growth in mobile data. Active PoD solutions can make the customer experience in selecting between access networks simpler, seamless and automatic.

But while WiFi offload may be driving early-stage deployments, we know there are many other use cases that are contributing to uptake of PoD solutions. These include reducing the impact of chatty applications, extending battery life, ensuring QoS guarantees and others that are addressed by the GoS Networks solution. In fact, that’s a critical point: to be efficient and effective, any PoD solution should not be limited to a single use case, but rather available as a platform to support a range of use cases that can be extended as and when required.

That’s why GoS Networks is at the forefront of this emerging technology domain. Why not talk to us and find out how we can help MNOs make the most of PoD and support an expanding range of use cases to suit changing network and user requirements?