Page 24 - Mobile World Daily - Day One

OPTIMIZATION | AKAMAI TECHNOLOGIES

Kristen Raybould, Product Marketing Manager, Emerging Mobile, Akamai Technologies

Optimizing mobile video
traffic and monetizing
the mobile network

In a world where cloud, content encryption, and exponential data growth is
the new reality, mobile network operators will need to adapt their traffic
optimization techniques to cost efficiently manage their network and
preserve a quality customer experience. The proliferation of smarter wireless
devices and faster cellular networks has more and more users embracing
mobile web content in their business and personal lives. Consumers expect to
easily access and quickly load content regardless of their location or the
situation of the cellular network. Prior to the increase in data driven conten t,
mobile experiences were predicated on quality of service and coverage.
Today, a more holistic approach to customer experience management (CEM)
is required in order for mobile operators to differentiate themselves.

Traffic optimization plays an important whether the content is dynamic, media, an
role in ensuring quality of experience. application download, chat, or encrypted. It
Traditional quality of service (QoS) can help accelerate latency sensitive content,
management, characterized by advanced reduce the cost of delivering data, and open
Policy and Charging Control (PCC) on service up new bi-directional revenue streams.
data flows does not equate to the necessary
optimization for quality of experience (QoE). Mobile video is particularly becoming more
A total traffic optimization solution takes into and more important in the mobile ecosystem.
account real-time user monitoring analytics Advertising revenue is transitioning from
along with predictive congestion techniques traditional TV to online and mobile video
to deliver a premium content experience to advertising platforms and mobile first is
the end user. It takes looking beyond the becoming a leading initiative for many marketing
traditional network centric delivery model to and advertising strategies. Video content
a content or application aware model. providers are also embracing mobile’s inherently
social characteristics of video sharing by creating
Content must be delivered to the mobile more compelling high quality, short form content
user in the most optimal manner available that is designed to be “share-worthy”.
based on the needs of the application and
expectations of the user. This requires an Kristen Raybould is in product marketing at
understanding of the characteristics and Akamai Technologies. She is tasked with
performance requirements of content in the developing thought-leadership discussions
context of the mobile user’s experience in around best practices for optimizing mobile
real time. Only by providing content-centric video traffic and m onetizing the m obile
traffic optimization can mobile operators network. Kristen is part of Akam ai’s
optimize traffic efficiently and deliver an Emerging Mobile BU which is focused on
excellent subscriber experience. A content- developing new and unique solutions for
aware mobile network takes into account mobile network operators.

PAGE 24 Monday 2nd March MOBILE WORLD CONGRESS DAILY 2015 | www.mobileworldcongress.com