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DATA OFFLOAD SURVIVAL GUIDE - PART 3

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Abstract

Smart devices (smartphones and tablets) have simplified consumer access

to services across multiple channels. The ability to use voice, mobile apps,

SMS, email, websites, chat, video, and social media through a single device

is forcing operators to rethink their mobile strategies in the form of offload.

As a result of increased data usage, operator networks become

increasingly congested. As such, a smart and dynamic connected

interaction is necessary to allow better traffic management with particular

capabilities of the device with which it is characterized.

In this paper, we will examine how dynamic data offloading with 3GPP

based Access Network Discovery Selection Function (ANDSF) plays its role

in the implementation of selective offloading. ANDSF as specified in 3GPP

standards describes how the inter-system mobility between 3GPP systems

and non-3GPP systems (WLAN, WiMAX, CDMA) policies and priorities can

control the conditions for which a device connects to which wireless

network. As mobility is becoming a mainstream for customer engagement,

operators must ensure contextual continuity is preserved through an

integrated approach.

This can be achieved with a client-based implementation as described

with reference to applying real-time connection state and policy control.

Policy enforcement and policy management is mapped more accurately

with an overall knowledge of the network at any given point of time.

By intelligently managing the distribution of network load, congestion can

be strategically minimized.

Contents

Overview 01

Mission Critical Experience Counts 02

Taking Charge, the Power of Enriched Experiences

Moderation of Services

Injecting Meaning to Ubiquity 05

Dynamic and Smart

Shape Selective Offload with Greenpacket 07

Conclusion 09

On the Move with Selective Offload 10

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Overview

Recent market research resonate the general consensus that Wi-Fi

offload is finding a strong foothold in networks. This exponential growth of

data traffic is forcing operators to evaluate mid to long term migration

strategies to LTE while in need for short term strategies to relieve their

congested macro cellular networks.

Based on analyst studies from Comscore and Heavy Reading, a lot of

data traffic is already being offloaded to private and public Wi-Fi networks

in homes, at work and public places. The estimates show 20% to 80% of

smartphone data traffic is traversing these private and public Wi-Fi

networks. Meanwhile, network equipment vendors are also racing to

develop carrier-grade Wi-Fi infrastructure solutions as part of their

solution spread. Similarly operators are experimenting how to fully

integrate Wi-Fi capabilities into their networks to offload data traffic from

their primary 3G network. Although still lacking understanding and

analysis of determining where, when and if using Wi-Fi offload actually

helps the operator’s business case, operators are more willing to

experiment than risk further deterioration of their networks.

Consumer behaviors are changing with the use of multiple devices across

work, businesses and leisure with demands of consistent quality

experience. Also using multiple applications on each device is common –

a situation where operators no longer control applications. These

applications and their operating systems are placing an extraordinary

amount of signaling on the network, resulting in unpredictability. By

dynamically adding network capacity where and when it is needed

through an incremental, selective and cost-effective upgrade,

policy-based Wi-Fi offload can help address the growing demand for

data. The motivation of selective offload is aimed towards achieving

greater user experience after offload.

Overview - 01APPLICATION NOTE

Mission Critical Experience Counts - 02APPLICATION NOTE

Mission CriticalExperience Counts

Mobile users have long embraced traditional messaging services but it is not

enough today for operators to continue on that business model. Today’s

converging communication environment offers a wide range of alternatives.

Strikingly, subscriber loyalty is shifting from the mobile network operator to the

device itself and the capabilities it offers (e.g. HD video, in-built camera,

face-time). Price-sensitive customers particularly find over-the-top (OTT) services

like Skype, WhatsApp and Viber appealing, which offer enhanced features that

SMS and MMS-based service lack. The propensity of OTT displacing traditional

SMS, MMS and voice-based service revenue is real. Subscribers simply no

longer differentiate the various media platforms as separate services, but as a set

of integrated communication features as necessary.

Recent research indicates that OTT services are impacting operators’

bottom lines significantly. Of which, 3rd party messaging services cost

operators over $8billion in SMS revenues in 2010 and nearly $14billion in

2011, according to technology analyst Ovum. To add on the list of operator

troubles, these OTT applications for most parts are not optimized and can

cause considerable drain on network resources. The constant signaling to

the mobile network generates unnecessary signaling traffic and ultimately

cause congestion and slow down speeds. In some cases, it may cause

network outage and eventually degrading the user experience. Operators

need to find ways to reclaim the control of their networks and pro-actively

manage bandwidth management from a multi-dimensional approach. One

such method is through the policy management systems and consideration

of a converged 3G-Wi-Fi environment. Making Wi-Fi as secure and easy to

use as cellular is the way forward for the future of hotspots.

APPLICATION NOTE

Taking Charge,the Power of Enriched Experiences

The advent of ubiquitous connectivity and the advancement of content

driven experience into smartphones, tablets and living rooms have raised

the bar on consumer expectations. Coupled with that, mobility puts a

different set of challenging requirements on the back end and core

networks. Today users expect personalized service from their service

providers; they expect their network to be smart enough to recognize the

type of device and the access medium on which they are consuming

content and offer the same personalized service and quality assurances

regardless. According to Cisco's VNI (Visual Networking Index) report, there

will be an estimated of 2 billion M2M connections in 2015. Of which, many

of these new applications are enabled by mobility.

These predictions provide an insight to potentially influence how operators

can map out their networks to match new generation network needs. The

near-term strategy is to avoid becoming dumb pipes and fight against

revenue leakage by focusing on the user experience. From a longer term

outlook, it is vital for operators to monetize additional cellular usage by

investing in and enhance the capabilities of existing mobile networks

alongside carrier-grade Wi-Fi deployments, to identify and prioritize

applications that are reliant on the inherent benefits of cellular networks and

Wi-Fi. Most importantly operators must exploit inventively the pricing

strategies that allow operators to realign the price of access with the

perceived value by the vast majority of customers that will have a profound

impact on the mobile network.

Mission Critical Experience Counts - 03

Mission Critical Experience Counts - 04APPLICATION NOTE

Moderation of Services

Advances in network technologies had brought some relief, but only

address partly the issue of congestion. Therefore, more needs to be done

in order to holistically tackle the issue. By combining device-based solution

with network-based solution, Greenpacket provides a relatively

straightforward resolution. The series of Intouch Mobile Data Offload

solution is designed to give operators the flexibility to enhance scalability,

increase implementation speed, and improve data offload measures

through a phased approach. The ANDSF enabled Dynamic Data Offload

client works by retaining to a certain extent the level of visibility on the user

policy as opposed to blindly offloading the subscriber onto Wi-Fi networks.

Growth in data volumes if not properly managed can cause disruption.

By allowing moderation of service access on specified time, location and

network conditions, it can significantly help monitor network resources so

that it does not suffer unnecessary overload. Case in example, periodic

traffic surge is noticeable during peak hours. Instead of adding costly new

cell sites as one of the measures, operators can take advantage of

dynamic data offload early to detect congestion and shift traffic to

alternative Wi-Fi networks wherever available by enforcing operator policy

for preferred network access.

The motivation for implementing ANDSF is largely driven by the need for

better bandwidth utilization and ultimately better moderation of service.

Control and optimization for mission critical applications like VoIP, P2P

streaming and video streaming is necessary to ensure good user

experience. Operator-controlled and service-aware selection of the type of

wireless networks can bring benefits to the operator looking to offload

using Wi-Fi. The ability to retain visibility of which IP traffic remains on Wi-Fi

(e.g. best effort Internet traffic like email, web browsing, which are

non-revenue generating) and which IP traffic is maintained on the 3G link

(e.g. VoIP that is quality sensitive). This may contribute to better

understanding of the traffic models relevant to minimizing congestion.

Also, to better integrate the common provisioning of service, billing and

roaming to be much easier between the carrier network and Wi-Fi.

Injecting Meaning to Ubiquity - 05APPLICATION NOTE

Injecting Meaning to Ubiquity

Pervasive connectivity and ubiquitous coverage are two very important

elements for delivering seamless experience. The seamless experience can

only be meaningful, with greater appreciation of the interpretation of

network and device level state information.

Today’s networks comprise of multi radio scenarios, likely a mix of WLAN

and 3GPP based networks. These access networks are not “aware” of

each other. Although smart devices today are more advanced than before,

it still lacks the intelligence to control the access network of the device (UE)

state in the other access network. Given that WLAN is not a “controlled”

access network and works in unlicensed spectrum, the only network

condition of radio quality and the performance through that WLAN is made

available only to the device (UE). Hence, the device (UE) is in a better

position to decide the connectivity options. Most often, the network

selection is governed by a default connection manager in the device (UE)

that is limited in many ways.

Injecting Meaning to Ubiquity - 06APPLICATION NOTE

Dynamic and Smart

In Greenpacket’s approach of a device-based solution, it is intended to

provide a scalable and upgradable migration path to advanced functionality

to support evolved packet core (EPC) infrastructure. The Dynamic Data

Offload client has enough intelligence to enforce operator policy in real-time

by selectively triggering the connection of device (UE) to a given threshold

or the preferred available access network types based on inter-system

mobility policies. The network load can be balanced or spread out to the

availability of network radio resource at the point where congestion is likely

to occur without compromising the user experience in the process.

The single-client software works to converge multiple network access and

executes data offloading transparently. Incorporating customizable features

and capabilities, the Dynamic Data Offload client can intelligently detect the

availability of access networks based on signal strength and user policies

allowed for accessing certain data services on a cellular network (such as

3G) and if there are less congested alternative networks (such as Wi-Fi,

WiMAX, EVDO) available in the same vicinity. Operators can also opt to

customize these policies based on application aware policy, device policy,

subscriber policy and time-based policy to trigger data offload. By

switching the user from 3G to Wi-Fi without interruption to connectivity,

it ensures a seamless user experience.

IN CASE OF DATA FLOOD

OFFLOAD TO Wi-Fi

TSUNAMI HAZARD ZONE

Shape Selective Offload with Greenpacket - 07APPLICATION NOTE

Shape Selective Offloadwith Greenpacket

Intouch Dynamic Data Offload is a device-based client that is ANDSF

enabled. Within ANDSF, the context of offload can be made more

accurately at the user level i.e. bearer-aware and closely interacting with the

policy management and control component1 (e.g. PCRF server). Instead of

relying heavily on the network policies enforced at the core network

(back end), actual decision making process can be selectively made

real-time as a result of direct relation to the user activity at the device (UE).

As a result of the in-built intelligence, the client can determine the best

available networks for data offload within the pre-loaded local policy in the

absence of network policy. The added advantage of the make before break

in accordance to Mobile IP specification further enhances the seamless

connection experience, without requiring a switch of different connection

profiles. The added intelligence of ANDSF brings benefit to the negotiation

of connection state by various operator policies supported as:

• Location-Aware Policy – cell ID or associated SSID is checked against

the policy database for specific locations that are preferred/relevant

• Access Network Discovery Policy – list of available access networks

(RAT type) that are available within the vicinity and facilitation of

prioritized access network selection for network handover

• Time-based Policy – configuration of policy validity “time to live”

interval to current location and profile

• Subscriber-based Policy – dynamic allocation of subscriber package

and profile

By means of direct device (UE) communication at applications level towards

the PCRF2 the ANDSF module provides indication to the device (UE) on the

selection of network by reducing over the air processing required in the

device (UE) to establish the wireless link. Through connection shifts based

on context information and by combining knowledge about real-time

network levels, applications and devices (past data usage history), gives

greater control on offload strategy rather than a single isolated

measurement of the radio conditions. By re-prioritizing subscribers on a

congested cell site or offload all or partially mobile data traffic to Wi-Fi,

2Note : The PCRF server in this instance is 3GPP ANDSF standard compliant. ANDSF module can exist independently or implemented within proprietary policy control and management server that may comprise of several functional modules, depending on the network architecture.

1Note : Policy management and control component is used interchangeably with PCRF in this application note.

Shape Selective Offload with Greenpacket - 08APPLICATION NOTE

during peak congestion periods, specific times of day, application-specific

services or combination of them, operators can have the flexibility of

ensuring good QoS at times of high capacity demand. The Intouch Mobile

Data Offload portfolio can also be extended to include an analytics driven

ability to differentiate other solution in the market, whereby QoS is highly

desirable and work in tandem with PCRF.

The client will check the existing policy. If the policy is alive, it applies the

current policy. Otherwise, the client will request for a new policy. Similarly,

the business rule engine in the PCRF pushes dynamic and subscriber

specific policy decisions by checking the subscriber specific data (e.g.

subscriber package, access entitlement/restriction) accordingly. Based on

this information, PCRF dynamically modifies the connection policy rule

depending on the type of policy control required, acting as a policy

management point. The policy decisions are delimited by validity of the

location, time of day and discovery information. The client learns of

subscriber state and network state parameters over time to detect the

corresponding bearer (Wi-Fi, 3G, WiMAX) to the suitability of context

(service type, device type). These parameters ensure that the operator

retains visibility of which IP traffic are critical and retained on the 3G or

Wi-Fi connection.

3G

Client detects user is in mobility

Client Switch from 3G~Wi-Fi

Time of Day PolicyClient Offloads to Wi-Fi

3G 3GPolicy3GPP unavailableWi-Fi availableLocation : home

Policy3GPP congestedWi-Fi availableValidity 1200 - 1400

3G (Off)

Wi-Fi (On)

3G (Off)

Wi-Fi (On)

3G (On)

Wi-Fi (Off)

Wi-FiWi-Fi

Wi-FiWi-Fi

Figure 1 : Intouch Dynamic Data Offload

Conclusion - 09APPLICATION NOTE

Conclusion

Mobile traffic demands will likely exceed network capacities in the short to

medium term, despite planned LTE deployments. The enabling of rich

communications is by far the greatest influence Wi-Fi have had on the user

experience. Despite Wi-Fi offload featuring significantly on the operator’s

agenda, other aspects that Wi-Fi play out in the cellular network is far and

wide in between. Operators should not underestimate client device behavior,

as it brings a range of use cases, imminent in today’s diverse networks and

avoid falling into the trap of building networks in silo – they must instead use

methodologies that exhibit true performance and measure user experience

through connectivity, mobility and inter-operability.

Dynamic data offloading is necessary to minimize congestion. The earlier a

congestion trigger is controlled and managed, the earlier the operator can

continue to improve the distribution of network resources from the

perspective of spectrum planning. Since networks do not behave identically

nor follow the same traffic model, data offloading exercise can facilitate

balancing the load whenever congestion occurs. Policy enforcement and

policy management is mapped more accurately with an overall knowledge of

the network at any given point of time, rather than a silo representation at the

aggregation point at the backend. More and more operators are embracing

data offloading as means to satisfy the bandwidth requirements. With

dynamic data offloading methodology, the operators can maximize the

network’s core assets while holding off CAPEX intensive investment either

for 3G or LTE. Through the extension of dynamic policy controls that is

integrated, operators can truly benefit from alleviating mobile data burden it

places on the mobile network.

On the Move with Selective Offload - 10APPLICATION NOTE

On the Movewith Selective Offload

The foundation of traditional cellular networks is experiencing a

transformation. Renewed interest in Wi-Fi is rapidly changing business

models for operators. As consumers become more sophisticated, and

shifting their fondness for newer applications, operators must work harder to

deliver those experiences. Navigating the complexities of service integration,

monetization, streamlining core processes and differentiation need not be

subjected to long development cycles. Turn your challenges into

opportunities as we introduce a phased approach for data offload strategy.

Embark on a journey with Greenpacket to discover the meaning of selective

offloading and start realizing the possibilities for boosting your network.

With Greenpacket, you bring value to your subscribers and become their

partner of communication needs.

Free Consultation

If you would like a free consultation on how you can leverage data offload

solutions for enhanced network performance and user experience, feel free

to contact us at marketing.gp@greenpacket.com. Kindly quote the

reference code, SWP0912-P3 when you contact us.

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