Posts Tagged ‘user awareness’

Location Awareness – The True Hollywood Story

Monday, August 16th, 2010 by Cam Cullen

There has been a lot of talk in the DPI industry about location awareness, especially as it applies to mobile networks. Understanding where congestion is affecting your subscriber’s Quality of Experience (QoE) is a critical factor in keeping high value data subscribers happy and renewing their service. But what really is “location awareness”?

Short Definition: Location awareness is the knowledge that a specific subscriber (maybe with a specific service plan) has accessed your network by connecting to a specific cell tower (as shown below).

This is extremely useful for understanding local issues, and gives an operator insight as to what is happening on that specific cell tower, both from a user perspective as well as an application perspective. It is also invaluable if congestion management techniques are going to be implemented to protect real-time traffic (i.e. voice and streaming video) over non-real time traffic (web browsing, email, file downloads) during times of congestion. But as operators look to gain more insight into their networks, there is a great demand for more and more information.

Expanded Definition: Location awareness is the knowledge that a specific subscriber has accessed the network, with a specific device, with a specific service plan, from a specific cell tower, connected to a specific SGSN, connected to a specific GGSN, in a specific region, and existing through a specific peering point (as shown below).

In this expanded definition, an operator has the opportunity to understand at a glance the real state of their network from a number of different views. Rather than needing to do off-line correlation to get a view of the network hierarchy, they can look at the network in its entirety based on their specific needs. An engineer in charge of a specific region can quickly understand if congestion or Quality of Experience issues are occurring in their region, and if it is limited to a specific device type, service class, cell tower, or GGSN/SGSN. Reports and trend information can be generated to compare the behavior of specific devices connected to a specific cell tower, or how users of a specific service class within a specific region are behaving. For congestion management, each level of the hierarchy shown above can receive unique bandwidth allocations and priorities, and a subscriber would be managed at all levels of the hierarchy – i.e. if each hierarchy had specific link speeds associated for congestion detection, congestion at any level would initiate congestion management for all levels below to ensure quality of experience was met.

This is starkly different from the simplified solution, where only local policies are taken into account. Operators are working hard to offer improved services to their customers, and the more flexibility that they have in implementing services and ensuring QoE, the more successful that they will be. In addition to real-time visibility, this hierarchy also provides valuable trending information, as since information is gathered at every level of the hierarchy, questions like “What are Android users in the West region doing”, or “What applications are iPhone users attached to the New York GGSN experiencing low QoE for?” – ALL questions that are meaningful to both engineering and marketing types.

At Procera, we are constantly trying to provide enhanced network intelligence to our customers, and DPI solutions are no longer just “application identification” systems. Awareness, Analysis, and Control  are not just our taglines, they are the guiding force in our product development and our discussions with customers.

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.