“How are our subscribers using their broadband service?”
“How can I offer services that my subscribers want?”
“How long will it take me to launch these services?”
These are common questions that we get asked every day at Procera. At Mobile World Congress this year, I feel like I have addressed these questions already 50 times (and it is just Day 1!!!!). Procera has been successful in the market because we give network operators the best view of what is happening on their network – both in real-time (LiveView) and historical (Report Studio).
But what we do today is not enough, and we are continually looking to give our customers more visibility. Our introduction of our Content Intelligence solution (ContentLogic) is groundbreaking, not just for it’s performance and scalability (100s of Gbps for up to 100M URLs), but for the fact that it is done in real time as part of our normal application identification process. It also allows network operators to get a better view of how their subscribers are using their broadband. As our Chief Strategy Officer Jon Linden wrote in his blog, the vast majority of traffic on networks today is HTTP. Understanding what types of content are driving usage is one step to understanding consumer “Value Perception”, or what content does a subscriber perceive as valuable.
The screenshot above (as an example) shows that streaming media/entertainment (no surprise), Dynamic Content (user-generated sites), and technology sites are popular on this network. Note that this is not just actual streaming video traffic that we are covering, but also the browsing of sites that offer streaming and entertainment content. It also calls out the difference between traditional web traffic (where the number of connections is large) and streaming sites (where the bandwidth usage is large).
Capitalizing on this type of information is a challenge in most networks today. Identifying trends, creating a service plan or model that leverages that trend, and then enabling that service on the network equipment is a process that takes entirely too long. Policy Management systems (Procera partner Openet for example) are working to simplify that process, but the requirement in today’s network is to launch these services in time to ride the wave. Being FIRST is important to mobile operators looking for differentiation and competitive advantage.
LTE now offers the bandwidth to capture and enable mass consumption of mobile broadband. The more that an operator can see and the more that they can do, and the faster they can do it, the more likely they are to be the one declared the victor in the LTE race, and the stakes are HUGE.
Don’t be too late – See More, Do More, in Real-Time – there is no reason to wait. Procera can help you do it.