How Media Optimization Can Check Data Traffic Congestion On Networks ?

The gigantic growth in the Mobile data has compelled the operators to eye more on monetizing the data offerings than stressing on voice for an increased ARPU (Average Revenue Per User).

Thanks to the smart-phones and tablets being launched almost on a weekly basis managing traffic on networks has turned into a daunting task for the operators. With the emergence of bandwidth hungry applications, the demand of end consumers for a consistent high speed data network has left the operators with lines of anxiety on their forehead.

‘’Global mobile broadband connections will cross 4.5 billion at a CAGR of 19 percent from 2012 to 2018 as demand for data connectivity from big- and small-screen devices continues. Also mobile broadband revenues will grow to approximately $278 billion in 2018 at a CAGR of 11 percent, says research firm OVUM.

The rising numbers have lead to the emergence of a new concept which according to the industry head honchos can address the insane hunger for data among the consumers.

‘’Data is the new growth category for operators in emerging markets. The ability to delight customers with a personalized, consistent, experience and innovative offers is a critical services differentiator. Intelligent context-aware application of optimization techniques would enable operators to balance twin pressures of network and revenue growth,’’ says Madan G Onkar, VP, Internet and Broadband Solutions, Mahindra Comviva.

So how can media optimization create a win-win situation for both operators as well as subscribers?

The Data traffic is spread unevenly on the network with a minimum of 20 percent cell sites being used at any point of time and intelligent intelligent media optimization can help in  selectively applieing performance-improvement techniques, based on a combination of variables including –cell traffic load, customer location, network type, application, device and ARPU profile.

Intelligent media optimization can generate new monetization opportunities for operators by enabling them to offer innovative, real-time QoE-based plans to customers and can also help the consumers from getting stuck into a network congestion while utilizing data services.