It has been revealed that more than half of the world’s LTE downlink data was consumed by just 0.1 percent of the population in 2013. The research was conducted by the JDSU Location Intelligence Business Unit which examined data usage of more than one million subscribers, over a single 24-hour period, in a Tier-1 European market…
It has been revealed that more than half of the world’s LTE downlink data was consumed by just 0.1 percent of the population in 2013. The research was conducted by the JDSU Location Intelligence Business Unit which examined data usage of more than one million subscribers, over a single 24-hour period, in a Tier-1 European market. The report suggests that 4G users use 10 times more data than 3G customers – where one percent of users consume half of all 3G data.
“We’ve known for a while now that mobile bandwidth is often unevenly distributed, with just a small percentage of users generating the biggest network load,” said Andy Huckridge, director of service provider solutions at Gigamon. “It is, however, fairly surprising just how small this minority of heavy 4G users is – and operators need to understand that this can have a negative impact on the rest of their subscribers’ experience.”
“The mobile market is a fickle one and user-experience is key to both customer loyalty and retention – all users now expect to be able to access data constantly and operators must facilitate this to stay competitive,” continued Huckridge. “Service providers therefore need greater visibility into how their networks are being used, in order to pinpoint where the pressure points are and manage the network more efficiently so that moderate users don’t suffer poor performance at the hands of a few. However, through increased visibility, subscriber-level intelligence can be gained to mitigate the impact of the heaviest users. With the right tools, service providers would be able to create tailored billing and pricing strategies based on actual usage – rather than one size fits all data packages. Not only will this keep customers happy, but can also open up new revenue streams for operators and allow them to operate a far more service-centric business model.
“In order to achieve this, carriers must have the ability to prioritise critical traffic flows or applications over non-essential ones, which is only made possible with greater visibility. By implementing pervasive visibility tools, service providers are able to fully understand the drivers of traffic and properly optimise the design and management of their existing networks. Network operators have a real opportunity to offer their customers the services that they want, in the way that they want them. However, without re-architecting their networks to achieve flexibility and visibility, many may find themselves left behind – or with a large segment of their customer base disgruntled.”
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