Download Differentiated Mobile Broadband offers

Differentiated Mobile Broadband offers
Advisors: Jan Markendahl ([email protected]), Greger Blennerud
([email protected])
Background
From Ericsson white paper on Differentiated Mobile Broadband: “In the new broadbandenabled and internet-hosted world, extensive coverage, speed and quality of the user
connection are as important differentiators as the desirability of devices, the coolness of the
apps, and the cost of subscriptions. Users are becoming accustomed to similar levels of
performance from mobile and fixed broadband. If mobile broadband coverage is unavailable
or if data rates are sub-optimal, users will notice.” This presents mobile operators with a
challenge and an opportunity: operators that can deliver the best user experience in terms of
service choice, availability, speed and quality will gain brand loyalty. Mobile operators face
some new challenges in the new mobile broadband era: • To stand out and attract users with
the best possible quality of experience (QoE) • To sell mobile broadband services at
price/performance levels that suit all users, • To control costs while delivering a QoE that
consistently meets or exceeds expectations This means the mobile broadband network must
be able to deliver the appropriate user QoE with the speed, capacity, coverage and constant
availability demanded by users of laptops, smartphones and other devices.
Problem formulation and main tasks
There are two main problem areas that need to be addressed: 1. What is the REAL problem
for operators motivating differentiated mobile broadband?: too much demand vs deployed
capacity? heavy users consume most of the capacity? Concentration of heavy traffic to some
peak hours? Too low revenues from users? Media services that consume too much capacity
without “compensation”? 2. What tools in the differentiation toolbox are most useful for
addressing the problems? How and when to differentiate? Where to implement the
differentiation control (IP flow and/or bearer level)
References
[1] Martin Ljungberg, Aldo Bolle,”Mobile broadband second wave – differentiated
offerings”, Ericsson Review No 1, 2011, available at:
http://www.ericsson.com/res/thecompany/docs/publications/ericsson_review/2011/er_mobile
_broadband_2nd_wave.pdf
[2] J. Markendahl , “Mobile Network Operators and Cooperation – A tele-economic study of
infrastructure sharing and mobile payment services”, PhD thesis, Royal Institute of
Technology, Stockholm, 2011, pp 66-74. http://www.impgroup.org/dissertations.php
[3] Petteri Pöyhönen, Jan Markendahl, Ove Strandberg, Analysis of benefits of operator
cooperation using end-user and operator performance metrics, The International
Telecommunications Society 17th Biennial Conference, Montreal, June 2008, pp12-23