Author Archive

Device Awareness: The Key to Service Planning

Thursday, July 22nd, 2010 by Cam Cullen

Recently there has been a lot of talk among DPI vendors about location awareness. Location awareness is critical to understanding where the bottlenecks on your network occur, and giving you the ability to actively manage traffic in those locations. Although this is a key capability of what Procera offers (and in much more depth than many other vendors), I want to focus on another key “awareness” component that is not often talked about that can vastly improve the capability of an operator to plan their capacity upgrades and pricing plans.

What is device awareness? Simply put, device awareness is the ability of the DPI system to understand what device is sending/requesting traffic on the network. With so many “internet-connected” devices on networks today, the variety of places and formats to access data has exploded. You can watch Netflix on many TVs, DVD or Blu-Ray players, dedicated boxes (like Roku), consoles (PS3, Wii, and Xbox), smartphones, tablets, or your PC, and Hulu on many of the same.

Why is device awareness important? Understanding what devices your users have connected to the network helps an operator to understand the potential impact of several different scenarios:

1)     If I have x users with a certain device on my networks with a certain location bias and usage profile, what happens if that number becomes 2x?

2)     If a new application comes out (say for example Netflix for PS3, or Hulu Plus for PS3), and I have x users with that device, what is my exposure if 20% of my users start using the new application?

3)     If I want to launch a service with a new device (new iPhone or Android device) and other operators have announced that the normal usage profile for that device is 200GB/month, what might happen to my network with an aggressive take rate?

For Product and Marketing planners, being able to answer these types of questions ensures that the network can handle any changes in user behavior – either application or device related. For users, it ensures that the network can adapt to their usage and not experience dissatisfaction with network performance as usage patterns morph over time. All operators are very aware of the user dissatisfaction issues floating around the world as Smartphone and mobile broadband laptop connections become mission critical for corporations. Proactive management and planning are possible with the right kind of awareness and reporting engines.

How is device awareness implemented?  There are many ways that this can be gathered on the network. In mobile networks, it is common for operators to include this information in the Business or Operational Support Systems for each user account, and often make it part of the user authentication and accounting exchange where it can be snooped by a DPI system. It can also be determined by the applications used by the subscriber (i.e. if the traffic matches Rock Band for the PS3, the user is most likely using a PS3). Another method is by information gleaned from the user agent or application specific information that can be gathered by the DPI engine during Layer 7 analysis. Although each of these methods is not a fail-safe method to gather device information, the combination of these methods can provide a very close approximation for network operators. For example, a query on how many unique subscribers matched a PS3 signature during the month could provide the basis for determining how many subscribers would have access to the new Hulu Plus video streaming application when it was released for the PS3, and another query to see how many of those subscribers had used Hulu (or any streaming video service) before would provide additional planning input to determine the impact of that new service on their network.

Device awareness is a key aspect of the “Awareness” capability of the Procera solution, and without awareness, analysis and control are not possible. I will have more to say on location awareness in a future blog, as this is another key awareness factor, not only for mobile networks, but also for fixed and wi-fi deployments as well. As devices proliferate, being able to ensure that the content is served appropriately for those devices and ensure the correct amount of bandwidth is available will be critical.

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Mobile Data Plans that Work

Monday, June 7th, 2010 by Cam Cullen

Mobile data plans have been in the news quite a bit lately, with Verizon (LTE plans) and AT&T (iPad and iPhone plans) updating the market on their mobile data positions. Verizon has all but announced that there will be no unlimited data plans on their LTE network, which is now scheduled to go live in 30-40 cities in Q4 2010, and people will pay based on their usage. AT&T announced that they are doing away with the unlimited iPad plan (already) and will now support tethering for the iPhone (but only for a 2GB/month plan). Other mobile operators also would rather have data plans based on usage rather than unlimited plans, but it remains to be seen how long or if operators with rich data devices can hold out, or if the pain of congestion will hit their network as it has for AT&T.

But is the ideal answer for mobile data to always bill based on usage? Although I understand the issues that are driving the operators to implement usage based plans (cost control, congestion management, etc.), I think that there are hybrid plans that could significantly accelerate the adoption of mobile data usage (and fixed mobile substitution for some users). Mobile operators could serve their customers better by offering flexible plans that were targeted towards different “consumer” types on their mobile network that were sensitive to application usage and time of day. These plans would be ideal for the new generation of rich media devices (Android phones/tablets, iPhone, iPad, and laptops) and accelerate their adoption by the consumer groups that covet the devices but are still afraid of bill shock (which will be even higher now that overage charges are going to be pervasive). It has been proven that devices can sell data plans, but the plans can also stunt the usage of the devices if using them becomes too complicated and expensive.

What would these plans look like? Most plans would be similar to the existing plans, with usage meters for the majority of data and separate usage meters for the applications that are attractive to specific consumers, with streaming video, audio, and file sharing leading the pack. Although web pages can be a lot of data (I once read an analysis that said the BBC front page was 1MB of data, which could cost you a pretty penny when you are roaming!), the real problem for mobile operators are long-lived streaming or downloading applications that can cause persistent congestion in a cell or on the network. Some examples of targeted plans:

  • Streaming Video: Monday through Friday 8 a.m. to 6 p.m., 25GB of data, unlimited nights and weekends
  • Streaming Audio: Monday through Friday 8 a.m. to 6 p.m., 10GB of data, unlimited nights and weekends
  • Unlimited Web: Unlimited web browsing and email, 2GB streaming media and other applications
  • Social Media: Unlimited Facebook/MySpace/IM/email, 2GB other applications

These plans could either be an add-on to an existing data plan, or part of different bundles for users. A very attractive iPad plan would offer unlimited web browsing, but a usage meter on other applications. I don’t see these plans as being negative towards Network Neutrality, since they will be selected by the users – as an alternative to the pure usage-based plan that the mobile operator would also offer. Time-based plans are already popular among mobile operators for voice, and could easily be popular among students and business travelers (i.e. Nights and Weekends plans).

My concern is that placing restrictive limits on bandwidth usage will stifle or limit the potential of the nascent market for rich data devices, or limit their use to Wi-Fi networks, which completely misses the goal of upgrades to LTE and other high speed mobile data networks – which is to make access ubiquitous for users (and not ubiquitous just for email). The challenge of implementing these plans is on the systems that would be used to meter the different applications (i.e. DPI systems) to ensure that the application classification is accurate.

An innovative mobile operator that offered these plans as an alternative to a more restrictive plan could tip the scales in their favor when competing for the “high value” users for mobile data. In the highly competitive mobile market, operators that think outside the box and find ways to best leverage the technology that they are already deploying in their networks will emerge victorious and profitable. Flexibility will be a key success factor.

As a user – would you be more likely to purchase a plan that gave you flexibility in how you used your mobile broadband?  I know that I would.

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DPI – We’ve got an app for that!

Thursday, May 20th, 2010 by Cam Cullen

As you can tell from my past blogs, I am a bit manic about devices and applications. The new business models created out of thin air by Apple – starting with iTunes, carrying forward with the iPhone, and now the iPad – have either saved or revitalized the music industry, small application/game developers, and the mobile handset market. There have a been a number of articles written on these topics, so I won’t dwell on it, but I think it is fair to say that entirely new options exist for innovation and revenue now that these products are on the market. They also inspired other vendors to attempt to compete with Apple, and the overall market for similar devices has grown as a result (the size of the smartphone market alone has grown at astounding rates).

What does this have to do with DPI? In the past, DPI was used to manage traffic (Peer-to-Peer mainly) and to provide visibility into what was happening on your network.

But this is not your father’s DPI …

With the advent of subscriber management for DPI systems, network operators have an entire new universe of possibilities on how to use DPI. We have operators around the world that have come up with very clever uses of DPI that enable them to operate their networks more efficiently, comply with regulatory mandates by governments, or generate additional revenue. It has also allowed them to create new types of service plans, not only ones that cost more money for subscribers, but also ones that SAVE money for subscribers.

A perfect example of this might be a service plan that voluntarily restricts the bandwidth for file sharing or video streaming in exchange for a lower monthly fee. A provider could offer this plan for potentially half (or less) the cost of a normal plan, because that user would introduce a much lower load on the network than a “normal” user.

Another hot topic is flat rate plans versus usage based plans, with some users being extremely vocal and speaking with their wallets. Why not combine the two? Offer a flat rate for web browsing and email, but usage-based pricing for streaming video or file sharing? This would increase the overall market for data services, as more casual users would be willing to purchase these data plans versus being afraid of the big leap in price for an “unlimited” data plan. This could even be extended between mobile service providers for reduced data fees for roaming – a huge sore spot for smartphone and data users that travel internationally.

An interesting application is the ability to offer multiple services simultaneously for each subscriber. Hmmm….what exactly does that mean? What if a subscriber wants a Parental control service, a managed security service, and to take advantage of a video caching service all at the same time? In most current network architectures this is not easily achievable – especially if the decision is made per-subscriber and per-application (i.e. Parental Control only on web browsing, video caching only on streaming video, and email to the virus scanner). DPI understand both applications and subscribers, and can effectively re-direct traffic as needed to the correct service (and even load balance between the servers!) – vastly simplifying the network operations, and enabling a service combination that is not possible today for operators.

We love it when our customers bring us new ideas. More than one customer has taken a look at what capabilities we have inside our LiewView application and came up with an entirely new idea for a service plan or a new network report that directly led them to a new service offering since they can better understand how their subscribers are using the network.

Got any ideas?

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iPad – Telecom Armageddon or Savior?

Monday, April 19th, 2010 by Cam Cullen

I was having a discussion with a service provider (wireline broadband, interestingly enough) and he asked me if I thought that the iPad would have a significant impact on his network. My initial reaction was no, but as we talked through the issue, my opinion shifted.

When asked that question, my first thought was that the iPad would not affect a wireline broadband network that much, right? It is only a small number of devices (relatively speaking), and it is not like it can be used for file sharing. Sure, it can stream video, but how often are you going to sit and watch video on an iPad?

Then I started thinking about the real impact of the iPhone. Although the iPhone is a great device, and has certainly caused ATT issues in the US, and other operators abroad, as users take advantage of the media capabilities of the phone, it had a much broader effect on the industry as a whole (that incidently led directly to the iPad). Before the iPhone, phone-based data usage was mainly email (ala RIM and Blackberry devices) and light web browsing. The long lasting effect of the Blackberry was that people became used to being connected, and with the scarcity of Wi-Fi hotspots, people began to want always on mobile broadband, and business users began to purchase the data plans from mobile operators. Once the iPhone was released, it kick started the smartphone market like never before, and brought more users to the mobile broadband buffet. Every vendor wanted an “iPhone-killer”, and Android, Palm, Microsoft, and other operating systems began to proliferate on handsets at reasonable prices. These devices gave users a taste of what high quality media and browsing experiences could be had with mobile platforms, and even a taste of some really useful applications (phone-based GPS and mapping applications) that took advantage of the mobile data connections – including some streaming media and VOIP applications. The advent of flat rate mobile data plans (at least in name) for reasonable prices has spurred the demand for mobile broadband, and with so many devices able to connect to the mobile broadband network, has driven operators to invest heavily in the infrastructure to meet the increasing demand.

So the impact (I think) of the iPad will be similar. The “iPad-killer” race is on, with HP, Dell, Google, and many others racing to release devices based on Android or Windows that will compete with the iPad. There have already been application releases for Kindle and Netflix on the iPad, and more streaming applications will follow on these alternative platforms. I am not sure I want to watch all my TV on an iPad-like device, but it is easier than watching on a laptop or an iPhone. Add a camera and a USB port (hint, hint) to a device like this with a 10 hour battery life, and the potential for a truly portable media device is not a future – it is the present.

This is the future I see coming out of the iPad – one that has the potential to dramatically increase the usage (especially streaming media) on both wireline and wireless broadband networks. People will use their wireless at home and mobile broadband while traveling. If you are a heavy media consumer, traveling with an iPad and a laptop makes sense – I can read or watch movies on the plane with the iPad, do email on the laptop, and even multitask in hotel rooms – watching media on the iPad while working on the laptop.

So if you are a provider that is ready for this – and can deliver a high Quality of Experience to your users (and monitor it to make sure that you are delivering a high QoE) – you have a bright future ahead of you.

Me – I can finally have a data pad like I always saw on Star Trek.

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Mobile World Congress…It is all about the Apps!

Thursday, February 18th, 2010 by Cam Cullen

I have spent the week in Barcelona attending the Mobile World Congress event. Anyone that thinks that there is no vibrancy in the networking world should have been here to see the show. The halls were packed, the booths were busy, and the meeting rooms fully booked. There is a lot of excitement about where the mobile industry is going, and the opportunity that exists for mobile providers going forward.

One thing that jumped out at me during the show was the growing focus on the applications that are driving mobile usage. Yes, there was plenty of LTE hype, and lots of platform and operating system buzz (you should have seen the line for the Android developers lab as well as the push Microsoft made for Windows 7 Mobile), but focus seems to be shifting towards the applications that are driving mobile usage. The operators are keen on pushing new applications, because they will drive up data usage and increase the urge for users to upgrade their devices and service packages.

There is a clear recognition that mobile success may be won or lost on the application front. In the US, Apple has done a good job with marketing the iPhone by focusing on the everyday things that it can do to make your life easier with mobility (finding restaurants, checking on movie showtimes, etc). Google did a great ad during the SuperBowl (American Football for those outside the US) that showed Google search used to progress a storyline for a person’s life (http://www.youtube.com/watch?v=nnsSUqgkDwU) which is not specifically targeted at Android, but can be applied to Android and mobility. Microsoft was showing the same type of applications and integration at MWC as part of their booth show. Ericsson announced an applications store (eStore) with more than 30,000 applications that carriers can offer those apps to their own customers.  A new alliance was formed between 24 operators (including ATT, China Mobile, Orange, etc) called the Wholesale Applications Community (WAC) designed to simplify how application vendors get their applications to the end user.

Why is this important to a DPI vendor? Mobile operators who want to understand what applications are clicking with their users need to look no further than to a “robust” DPI system to understand what applications, clients, and software their users are running – even down to the device level. Application vendors obviously want the operators to know that their application is popular, since it will open up more opportunities to sell that application, whether it is through the operators own application store or the mobile OS store (iTunes, Android market, etc). The DPI “lite” solutions provided by some vendors will never keep pace with the ability of a dedicated DPI solution. At Procera, application recognition has always been a core element of our solution, we release updates every two weeks to keep pace with the new applications our customers encounter in the wild, and this includes mobile applications.

The applications that really jumped out at me are the “useful” applications that can simplify or make life easier for people. Simple navigation capabilities can be helpful even if you are walking through a large city – looking for a specific location for a meeting, searching for a restaurant, looking for a store. VOIP applications (which are finally being approved for mobile use by some operators) can be cheaper than international calls in some instances (or using the VOIP over wi-fi is even better). Even bar-code scanners that allow instant internet price comparisons are really useful if you are shopping and want to make sure you are getting a better deal.

As mobile operators look to understand what they need to do to generate revenue, I am certain that going forward, applications will be a big part of that plan – whether it is enabling some of the applications in real-time (even if it is not sold by the operator – like GPS), or form a retail perspective in their application stores. DPI can help them understand where their greatest opportunities are – and will allow them to service their customers better by meeting their expectations.

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Does LTE ♥ DPI?

Monday, February 8th, 2010 by Cam Cullen

There is a lot of talk in the industry about DPI and mobile operators. There was an article on Light Reading in 2008 titled “DPI (hearts) LTE” that explored this topic. The general belief is that mobile operators MUST have DPI in their network to survive and compete, due to a number of bandwidth and usage challenges. Operators are bracing for users that will treat their mobile connection in the same way that they use their fixed broadband networks today (i.e. streaming video, file downloads, peer-to-peer, etc). Since laptops are expected to be one of the earliest LTE devices supported in many of the early LTE deployments, the data requirements of LTE must be addressed from the initial deployment.

The debate has been stoked by the inclusion of a loose requirement in the SAE-GW for Deep Packet Inspection, aimed at application classification and QoS at Layer 7 (not traditional router-style Layer 4 filters). Many traditional GGSN/PDSN gateway vendors have begun to message that DPI is a part of their LTE solutions, and the expectations of mobile operators are rising daily. RFPs are coming at a rapid pace from mobile operators, and every one includes a request for information on how DPI can be deployed in an LTE network.

At Procera, our experiences working with mobile operators have convinced us that DPI will be a key technology for LTE deployments. Mobile operators need network intelligence on what is happening on their network, and the ability of DPI to reach back into the access network and correlate individual subscribers to their location in the Radio Access Network and manage congestion is a vital requirement to ensure a good Quality of Experience for operators. Tight integration with the BSS and OSS backoffice systems ensures that the DPI systems provide a single point of contact for network visualization that includes subscriber, device, location, service plan, and application knowledge. This information can also be used for billing, allowing service providers to create flexible billing packages based on location, time of day, on-net or off-net application, roaming, or usage volume.

That is all well and good, but how does it relate to LTE? These requirements are also valid for 3G deployments, and are even deployed on some 2G networks today. The challenge for LTE and DPI pushes the boundaries of the DPI that is deployed on networks today because the scalability, performance, and service expectations will exponentially increase with LTE deployments over 3G. 10G links are a minimum performance requirement, and the bandwidth and session count per user will skyrocket as mobile devices become more capable of multi-tasking and cloud-based applications take hold. It will not be acceptable to do “a little” DPI, as all traffic will be required to receive DPI treatment. LTE networks will be service and application oriented, as operators will push new applications as a way to justify the higher rates for LTE services, and DPI will be required to recognize and prioritize real-time services.

Many providers of Mobile Gateway solutions will also claim this functionality, and try to convince operators that their integrated DPI solution is “good enough” to provide equivalent functionality for a LTE deployment. But there are some issues with integrated solutions that should cause operators to pause before deploying an integrated solution. The first is that an integrated solution ties you to a single vendor for your deployment, and ties your upgrade in capabilities to what your integrated solution can be upgraded to. Standalone solutions provide more flexibility, and give you more leverage as best-in-breed solutions increase in performance and capabilities. Integrated solutions also tend to suffer from performance and scalability decreases when additional functions are activated in the systems, of which DPI has traditionally been one of the most processor intensive applications on a CPU module. The “single chassis” argument that is commonly made by integrated vendors is also often an invalid one, as the performance and scalability requirements of a full DPI deployment often exceed the capabilities of an integrated chassis. Although LTE deployments will start small, requiring additional chassis systems just to activate DPI functionality will negate any advantage of an integrated solution.

The story of LTE and DPI is just starting to be written, but we are sure that the two will be tightly intertwined together going forward.

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