Data Offload Survival Guide - Part 3

APPLICATION NOTE

DATA OFFLOAD SURVIVAL GUIDE - PART 3

www.greenpacket.com

APPLICATION NOTE

Abstract

Smart devices (smartphones and tablets) have simplified consumer access
to services across multiple channels. The ability to use voice, mobile apps,
SMS, email, websites, chat, video, and social media through a single device
is forcing operators to rethink their mobile strategies in the form of offload.
As a result of increased data usage, operator networks become
increasingly congested. As such, a smart and dynamic connected
interaction is necessary to allow better traffic management with particular
capabilities of the device with which it is characterized.

In this paper, we will examine how dynamic data offloading with 3GPP
based Access Network Discovery Selection Function (ANDSF) plays its role
in the implementation of selective offloading. ANDSF as specified in 3GPP
standards describes how the inter-system mobility between 3GPP systems
and non-3GPP systems (WLAN, WiMAX, CDMA) policies and priorities can
control the conditions for which a device connects to which wireless
network. As mobility is becoming a mainstream for customer engagement,
operators must ensure contextual continuity is preserved through an
integrated approach.

This can be achieved with a client-based implementation as described
with reference to applying real-time connection state and policy control.
Policy enforcement and policy management is mapped more accurately
with an overall knowledge of the network at any given point of time.
By intelligently managing the distribution of network load, congestion can
be strategically minimized.

APPLICATION NOTE

Contents

Overview 01

Mission Critical Experience Counts 02

Taking Charge, the Power of Enriched Experiences

Moderation of Services

Injecting Meaning to Ubiquity 05

Dynamic and Smart

Shape Selective Offload with Greenpacket 07

Conclusion 09

On the Move with Selective Offload 10

APPLICATION NOTE Overview - 01

Overview

Recent market research resonate the general consensus that Wi-Fi
offload is finding a strong foothold in networks. This exponential growth of
data traffic is forcing operators to evaluate mid to long term migration
strategies to LTE while in need for short term strategies to relieve their
congested macro cellular networks.

Based on analyst studies from Comscore and Heavy Reading, a lot of
data traffic is already being offloaded to private and public Wi-Fi networks
in homes, at work and public places. The estimates show 20% to 80% of
smartphone data traffic is traversing these private and public Wi-Fi
networks. Meanwhile, network equipment vendors are also racing to
develop carrier-grade Wi-Fi infrastructure solutions as part of their
solution spread. Similarly operators are experimenting how to fully
integrate Wi-Fi capabilities into their networks to offload data traffic from
their primary 3G network. Although still lacking understanding and
analysis of determining where, when and if using Wi-Fi offload actually
helps the operator’s business case, operators are more willing to
experiment than risk further deterioration of their networks.

Consumer behaviors are changing with the use of multiple devices across
work, businesses and leisure with demands of consistent quality
experience. Also using multiple applications on each device is common –
a situation where operators no longer control applications. These
applications and their operating systems are placing an extraordinary
amount of signaling on the network, resulting in unpredictability. By
dynamically adding network capacity where and when it is needed
through an incremental, selective and cost-effective upgrade,
policy-based Wi-Fi offload can help address the growing demand for
data. The motivation of selective offload is aimed towards achieving
greater user experience after offload.

APPLICATION NOTE Mission Critical Experience Counts - 02

Mission Critical
Experience Counts

Mobile users have long embraced traditional messaging services but it is not
enough today for operators to continue on that business model. Today’s
converging communication environment offers a wide range of alternatives.
Strikingly, subscriber loyalty is shifting from the mobile network operator to the
device itself and the capabilities it offers (e.g. HD video, in-built camera,
face-time). Price-sensitive customers particularly find over-the-top (OTT) services
like Skype, WhatsApp and Viber appealing, which offer enhanced features that
SMS and MMS-based service lack. The propensity of OTT displacing traditional
SMS, MMS and voice-based service revenue is real. Subscribers simply no
longer differentiate the various media platforms as separate services, but as a set
of integrated communication features as necessary.

Recent research indicates that OTT services are impacting operators’
bottom lines significantly. Of which, 3rd party messaging services cost
operators over $8billion in SMS revenues in 2010 and nearly $14billion in
2011, according to technology analyst Ovum. To add on the list of operator
troubles, these OTT applications for most parts are not optimized and can
cause considerable drain on network resources. The constant signaling to
the mobile network generates unnecessary signaling traffic and ultimately
cause congestion and slow down speeds. In some cases, it may cause
network outage and eventually degrading the user experience. Operators
need to find ways to reclaim the control of their networks and pro-actively
manage bandwidth management from a multi-dimensional approach. One
such method is through the policy management systems and consideration
of a converged 3G-Wi-Fi environment. Making Wi-Fi as secure and easy to
use as cellular is the way forward for the future of hotspots.


Taking Charge,
the Power of Enriched Experiences
The advent of ubiquitous connectivity and the advancement of content
driven experience into smartphones, tablets and living rooms have raised
the bar on consumer expectations. Coupled with that, mobility puts a
different set of challenging requirements on the back end and core
networks. Today users expect personalized service from their service
providers; they expect their network to be smart enough to recognize the
type of device and the access medium on which they are consuming
content and offer the same personalized service and quality assurances
regardless. According to Cisco's VNI (Visual Networking Index) report, there
will be an estimated of 2 billion M2M connections in 2015. Of which, many
of these new applications are enabled by mobility.

These predictions provide an insight to potentially influence how operators
can map out their networks to match new generation network needs. The
near-term strategy is to avoid becoming dumb pipes and fight against
revenue leakage by focusing on the user experience. From a longer term
outlook, it is vital for operators to monetize additional cellular usage by
investing in and enhance the capabilities of existing mobile networks
alongside carrier-grade Wi-Fi deployments, to identify and prioritize
applications that are reliant on the inherent benefits of cellular networks and
Wi-Fi. Most importantly operators must exploit inventively the pricing
strategies that allow operators to realign the price of access with the
perceived value by the vast majority of customers that will have a profound
impact on the mobile network.


Moderation of Services
Advances in network technologies had brought some relief, but only
address partly the issue of congestion. Therefore, more needs to be done
in order to holistically tackle the issue. By combining device-based solution
with network-based solution, Greenpacket provides a relatively
straightforward resolution. The series of Intouch Mobile Data Offload
solution is designed to give operators the flexibility to enhance scalability,
increase implementation speed, and improve data offload measures
through a phased approach. The ANDSF enabled Dynamic Data Offload
client works by retaining to a certain extent the level of visibility on the user
policy as opposed to blindly offloading the subscriber onto Wi-Fi networks.

Growth in data volumes if not properly managed can cause disruption.
By allowing moderation of service access on specified time, location and
network conditions, it can significantly help monitor network resources so
that it does not suffer unnecessary overload. Case in example, periodic
traffic surge is noticeable during peak hours. Instead of adding costly new
cell sites as one of the measures, operators can take advantage of
dynamic data offload early to detect congestion and shift traffic to
alternative Wi-Fi networks wherever available by enforcing operator policy
for preferred network access.

The motivation for implementing ANDSF is largely driven by the need for
better bandwidth utilization and ultimately better moderation of service.
Control and optimization for mission critical applications like VoIP, P2P
streaming and video streaming is necessary to ensure good user
experience. Operator-controlled and service-aware selection of the type of
wireless networks can bring benefits to the operator looking to offload
using Wi-Fi. The ability to retain visibility of which IP traffic remains on Wi-Fi
(e.g. best effort Internet traffic like email, web browsing, which are
non-revenue generating) and which IP traffic is maintained on the 3G link
(e.g. VoIP that is quality sensitive). This may contribute to better
understanding of the traffic models relevant to minimizing congestion.
Also, to better integrate the common provisioning of service, billing and
roaming to be much easier between the carrier network and Wi-Fi.

APPLICATION NOTE Injecting Meaning to Ubiquity - 05

Injecting Meaning to Ubiquity

Pervasive connectivity and ubiquitous coverage are two very important
elements for delivering seamless experience. The seamless experience can
only be meaningful, with greater appreciation of the interpretation of
network and device level state information.

Today’s networks comprise of multi radio scenarios, likely a mix of WLAN
and 3GPP based networks. These access networks are not “aware” of
each other. Although smart devices today are more advanced than before,
it still lacks the intelligence to control the access network of the device (UE)
state in the other access network. Given that WLAN is not a “controlled”
access network and works in unlicensed spectrum, the only network
condition of radio quality and the performance through that WLAN is made
available only to the device (UE). Hence, the device (UE) is in a better
position to decide the connectivity options. Most often, the network
selection is governed by a default connection manager in the device (UE)
that is limited in many ways.

APPLICATION NOTE Injecting Meaning to Ubiquity - 06

Dynamic and Smart
In Greenpacket’s approach of a device-based solution, it is intended to
provide a scalable and upgradable migration path to advanced functionality
to support evolved packet core (EPC) infrastructure. The Dynamic Data
Offload client has enough intelligence to enforce operator policy in real-time
by selectively triggering the connection of device (UE) to a given threshold
or the preferred available access network types based on inter-system
mobility policies. The network load can be balanced or spread out to the
availability of network radio resource at the point where congestion is likely
to occur without compromising the user experience in the process.

The single-client software works to converge multiple network access and
executes data offloading transparently. Incorporating customizable features
and capabilities, the Dynamic Data Offload client can intelligently detect the
availability of access networks based on signal strength and user policies
allowed for accessing certain data services on a cellular network (such as
3G) and if there are less congested alternative networks (such as Wi-Fi,
WiMAX, EVDO) available in the same vicinity. Operators can also opt to
customize these policies based on application aware policy, device policy,
subscriber policy and time-based policy to trigger data offload. By
switching the user from 3G to Wi-Fi without interruption to connectivity,
it ensures a seamless user experience.

NE
AZARD ZO
TSUNAMI H

ATA FLOOD
IN CASE OF D O Wi-Fi
OFFLOAD T

APPLICATION NOTE Shape Selective Offload with Greenpacket - 07

Shape Selective Offload
with Greenpacket

Intouch Dynamic Data Offload is a device-based client that is ANDSF
1Note : Policy management and
enabled. Within ANDSF, the context of offload can be made more
control component is used
accurately at the user level i.e. bearer-aware and closely interacting with the interchangeably with PCRF
in this application note.
policy management and control component1 (e.g. PCRF server). Instead of
relying heavily on the network policies enforced at the core network
(back end), actual decision making process can be selectively made
real-time as a result of direct relation to the user activity at the device (UE).

As a result of the in-built intelligence, the client can determine the best
available networks for data offload within the pre-loaded local policy in the
absence of network policy. The added advantage of the make before break
in accordance to Mobile IP specification further enhances the seamless
connection experience, without requiring a switch of different connection
profiles. The added intelligence of ANDSF brings benefit to the negotiation
of connection state by various operator policies supported as:

• Location-Aware Policy – cell ID or associated SSID is checked against
the policy database for specific locations that are preferred/relevant
• Access Network Discovery Policy – list of available access networks
(RAT type) that are available within the vicinity and facilitation of
prioritized access network selection for network handover
• Time-based Policy – configuration of policy validity “time to live”
interval to current location and profile
• Subscriber-based Policy – dynamic allocation of subscriber package
and profile

By means of direct device (UE) communication at applications level towards
the PCRF2 the ANDSF module provides indication to the device (UE) on the 2Note : The PCRF server in this

selection of network by reducing over the air processing required in the instance is 3GPP ANDSF
standard compliant.
device (UE) to establish the wireless link. Through connection shifts based ANDSF module can exist
independently or implemented
on context information and by combining knowledge about real-time within proprietary policy
network levels, applications and devices (past data usage history), gives control and management
server that may comprise of
greater control on offload strategy rather than a single isolated several functional modules,
depending on the network
measurement of the radio conditions. By re-prioritizing subscribers on a architecture.
congested cell site or offload all or partially mobile data traffic to Wi-Fi,

APPLICATION NOTE Shape Selective Offload with Greenpacket - 08

during peak congestion periods, specific times of day, application-specific
services or combination of them, operators can have the flexibility of
ensuring good QoS at times of high capacity demand. The Intouch Mobile
Data Offload portfolio can also be extended to include an analytics driven
ability to differentiate other solution in the market, whereby QoS is highly
desirable and work in tandem with PCRF.

The client will check the existing policy. If the policy is alive, it applies the
current policy. Otherwise, the client will request for a new policy. Similarly,
the business rule engine in the PCRF pushes dynamic and subscriber
specific policy decisions by checking the subscriber specific data (e.g.
subscriber package, access entitlement/restriction) accordingly. Based on
this information, PCRF dynamically modifies the connection policy rule
depending on the type of policy control required, acting as a policy
management point. The policy decisions are delimited by validity of the
location, time of day and discovery information. The client learns of
subscriber state and network state parameters over time to detect the
corresponding bearer (Wi-Fi, 3G, WiMAX) to the suitability of context
(service type, device type). These parameters ensure that the operator
retains visibility of which IP traffic are critical and retained on the 3G or
Wi-Fi connection.

Client detects
user is in mobility

3G

Wi-Fi

Wi-Fi (Off)

3G 3G (On) 3G
Policy Policy
3GPP unavailable 3GPP congested
Wi-Fi available Wi-Fi available
Location : home Validity 1200 - 1400

Wi-Fi (On)
Wi-Fi Wi-Fi (On)
3G (Off)
3G (Off)

Client Switch Time of Day Policy
from 3G~Wi-Fi Client Offloads to Wi-Fi

Figure 1 : Intouch Dynamic Data Offload

APPLICATION NOTE Conclusion - 09

Conclusion

Mobile traffic demands will likely exceed network capacities in the short to
medium term, despite planned LTE deployments. The enabling of rich
communications is by far the greatest influence Wi-Fi have had on the user
experience. Despite Wi-Fi offload featuring significantly on the operator’s
agenda, other aspects that Wi-Fi play out in the cellular network is far and
wide in between. Operators should not underestimate client device behavior,
as it brings a range of use cases, imminent in today’s diverse networks and
avoid falling into the trap of building networks in silo – they must instead use
methodologies that exhibit true performance and measure user experience
through connectivity, mobility and inter-operability.

Dynamic data offloading is necessary to minimize congestion. The earlier a
congestion trigger is controlled and managed, the earlier the operator can
continue to improve the distribution of network resources from the
perspective of spectrum planning. Since networks do not behave identically
nor follow the same traffic model, data offloading exercise can facilitate
balancing the load whenever congestion occurs. Policy enforcement and
policy management is mapped more accurately with an overall knowledge of
the network at any given point of time, rather than a silo representation at the
aggregation point at the backend. More and more operators are embracing
data offloading as means to satisfy the bandwidth requirements. With
dynamic data offloading methodology, the operators can maximize the
network’s core assets while holding off CAPEX intensive investment either
for 3G or LTE. Through the extension of dynamic policy controls that is
integrated, operators can truly benefit from alleviating mobile data burden it
places on the mobile network.

APPLICATION NOTE On the Move with Selective Offload - 10

On the Move
with Selective Offload

The foundation of traditional cellular networks is experiencing a
transformation. Renewed interest in Wi-Fi is rapidly changing business
models for operators. As consumers become more sophisticated, and
shifting their fondness for newer applications, operators must work harder to
deliver those experiences. Navigating the complexities of service integration,
monetization, streamlining core processes and differentiation need not be
subjected to long development cycles. Turn your challenges into
opportunities as we introduce a phased approach for data offload strategy.

Embark on a journey with Greenpacket to discover the meaning of selective
offloading and start realizing the possibilities for boosting your network.
With Greenpacket, you bring value to your subscribers and become their
partner of communication needs.

Free Consultation

If you would like a free consultation on how you can leverage data offload
solutions for enhanced network performance and user experience, feel free
to contact us at marketing.gp@greenpacket.com. Kindly quote the
reference code, SWP0912-P3 when you contact us.

For more information on Greenpacket’s products and solutions, Associate
please contact us at marketing.gp@greenpacket.com Member

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Data Offload Survival Guide - Part 3

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