MOBILE

ANALYTICS REPORT

Mobile Analytics Report

June 2011

Mobile Analytics Report June 2011

Bytemobiles Smart Capacity platform gives mobile operators more control of existing network resources to manage escalating subscriber demand for capacity due to video and other bandwidth-intensive content and applications.
By deploying the Unison Smart Capacity Platform in the mobile network, operators can defer costly network capital expenditures and control operating expenses, while improving revenue growth and profitability. Bytemobile Smart Capacity solutions have been deployed with over 125 operators in 60 countries, including 8 of the worlds top 10 tier-one carriers. Customers include AT&T, Bharti Airtel, China Mobile, China Telecom, H3G, KDDI, KPN, Mobilkom Austria, O2, Orange, Orascom, Sprint Nextel, T-Mobile, Telecom Italia Mobile, Telefnica, TeliaSonera, Vodafone, and Zain. Smart Capacity Mobile Analytics is used to deliver Bytemobiles quarterly Mobile Analytics Report. The Mobile Analytics Report (formerly known as Mobile Minute Metrics) anonymously sources data traffic in a global cross-section of Bytemobile customers wireless networks and provides insight into the current state of the mobile ecosystem. 2Q 2011 Highlights Continued aggressive growth in mobile data fueled by video and application usage over faster networks and more powerful, user-friendly devices in the hands of billions of people has escalated the traffic management challenge for carriers. Bytemobile has analyzed data trends across its customers wireless networks, inclusive of Android devices, iPhone/iPad and laptop data usage. The second-quarter 2011 report provides insights into the profile of the mobile data network, application traffic patterns and subscriber quality of experience (QoE) on operators networks. Network Traffic Patterns and End-User QoE `Wireless networks need to support video demand not only during peak traffic hours, but at all hours of the day. `Video generates 40 60% of total mobile data traffic on wireless networks. `Laptops, iPhones/iPads and Android devices consume the majority of mobile video today. Half of the total data traffic that is generated by these devices is from video. `On average, users are requesting high-resolution videos 29% of the time; however, that percentage of videos is responsible for 45% of total traffic on the network. `Subscribers that access the YouTube website via a mobile browser are served higher resolution videos than subscribers accessing the same videos through the preinstalled YouTube application, regardless of the network or device type. `Dependent on network conditions and time of day, mobile videos stall between 5 and 40% of the time. Video optimization technology reduces stalling by 30 50%. `Subscribers on wireless networks optimized for video consume double the mobile video content than those on un-optimized networks.

Mobile Analytics Report: June 2011

Mobile Data Generates 12-Hour Usage Peak

Daily Distribution of Mobile Data

10%

% of Daily Data Volume

8%

6%

4%

2%

Majority of mobile data tra c traverses the network between noon and midnight

0%

12 am

1 am

2 am

6 am

8 am

10 am

11 am

12 pm

1 pm

2 pm

6 pm

8 pm

10 pm

Hour of the Day Operator A Operator B Operator C

Findings: The majority of mobile data traffic traverses the network between noon and midnight. However, mobile networks are under constant strain for the majority of the day.

11 pm

3 am

4 am

5 am

7 am

9 am

3 pm

4 pm

5 pm

7 pm

9 pm

Mobile Analytics Report: June 2011

Subscribers Demand Video All Day

Daily Distribution of Mobile Video Data

10%

% of Daily Data Video Volume

8%

6%

4%

Majority of Mobile Video Demand is During Mobile Data Busy Hour(s)

2%

0%
12 am 1 am 2 am 3 am 7 am 9 am 10 am 11 am 12 pm 10 pm 11 pm 4 am 5 am 6 am 8 am 1 pm 2 pm 3 pm 4 pm 5 pm 7 pm 8 pm 6 pm 9 pm

Operator A

Operator B Hour of the Day

Operator C

Findings: Subscribers consume mobile video at all hours of the day. Mobile video usage parallels network busy hours. Wireless networks need to support video demand not only during peak traffic hours, but at all hours of the day.

Mobile Analytics Report: June 2011

Mobile Video Drives Majority of Total Network Traffic

Mobile Data Tra c Distribution

100% 13% 20% 20% 21%

Data Volume Breakdown by Operator

90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Operator 1 Operator 2 Operator 3 Operator 4 59% 53% 49% 43% 28% 28% 36% 30%

40% to 60% of mobile data tra c is due to video

Video

Web

Other

Findings: Today, mobile video generates 40 60% of total mobile data traffic on wireless networks. Subscriber demand for video is the main driver of mobile data traffic.

Mobile Analytics Report: June 2011

Mobile Video Traffic by Device

Device Data Volume Breakdown

Android

52%

33%

15%

iPhone

58%

30%

15%

Laptop

52%

34%

14%

20

40

60

80

100

Data Volume Breakdown by Device Type

Video Web Other

Findings: When it comes to mobile video, touch-screen smartphone usage mimics laptop usage. The majority of data traffic generated by laptops, iPhones/iPads and Android devices today is from video. Even a slight increase in smartphone and tablet penetration will significantly increase the video load on wireless networks.

Mobile Analytics Report: June 2011

21%

30%
39%

A Little High-Resolution Goes a Long Way 23%

31%

56%

Video Requests by Resolution

Majority of Requests are for 240p
1%

Video Volume by Resolution

Majority of Volume is from 480p
3% 20%

28%

39%

42%

32%

35%

240p

360p

480p

720p

Findings: On average, users are requesting high-resolution videos 29% of the time; however, that percentage of videos is responsible for 45% of total traffic on the network. Higher-resolution videos drive a disproportionate percentage of overall network traffic.

Mobile Analytics Report: June 2011

Mobile Apps vs. Mobile Internet

Video Resolution Di ers by iPhone Access Method

80% 67% 61% 60%

Majority of iPhone Subscribers Access YouTube via App

40%

33% 26%

YouTube via Browser 20%

20% 7% 0% 144p 240p 360p 720p 5% 1% 0%

YouTube via App 80%

YouTube via App

YouTube via Browser

Video Resolution Di ers by iPad Access Method

80% 69% 60% 49%

Majority of iPad Subscribers Access YouTube via App

40%

34%

YouTube via Browser 27%

16% 5% 14% 3%

20%

10%

0% 144p 240p 360p 720p

YouTube via App 73%

YouTube via App

YouTube via Browser

Findings: Subscribers that access the YouTube website via a mobile browser are served higher resolution videos than the same subscribers with the same devices accessing videos through the pre-installed YouTube application. iPad subscribers typically watch higher-resolution video and use the pre-installed YouTube application less frequently than iPhone subscribers. Mobile application selection impacts the quality of the user experience.

Mobile Analytics Report: June 2011

Measuring QoE by Video Resolution Quality

Videos by Resolution
45% 40% 43% 37% 31% 30% 25% 20% 15% 10% 5% 0% 240p 360p 480p 0% 0% 720p 3% 28% 29% 38% 34%

% of Videos by Resolution

35%

35%

22%

Data Volume Breakdown by Video Resolution

Operator A Operator B Operator C

Findings: Wireless networks that are able to support higher-resolution videos deliver a better QoE to users. In creating a resolution profile, network operators can generate a mobile data QoE score for their customer base.

Mobile Analytics Report: June 2011

Measuring QoE by Stalling

% of Videos Stalling by Hour
50%

% of Videos Stalling by Hour

40%

30%

20%

10%

0% 12 am 10 am 11 am 1 am 2 am 3 am 5 am 6 am 7 am 8 am 9 am 12 pm 1 pm 3 pm 5 pm 6 pm 7 pm 8 pm 9 pm 10 pm 10 pm 11 pm 11 pm 4 am 2 pm 4 pm 4 pm

Hour of the Day Operator A Operator B Operator C

% of Videos Stalling by Hour with Optimization

50%

% of Videos Stalling by Hour

40%

30%

20%

10%

0% 12 am 1 am 2 am 3 am 4 am 5 am 6 am 7 am 8 am 9 am 10 am 11 am 12 pm 1 pm 2 pm 3 pm 5 pm 6 pm 7 pm 8 pm 9 pm

Hour of the Day Operator A Operator B Operator C

Findings: Depending on network conditions and time of day, mobile videos stall between 5 and 40% of the time. Video optimization technology reduces stalling by 30 50%. Wireless networks with less stalling deliver a better mobile video experience.

Mobile Analytics Report: June 2011

10

QoE Drives Video Viewing Time

Minutes of Video Watched

Without Optimization

0.6

52% 0.9 1.1

33%

With Optimization

1.1 1.5 1.5

0.2

0.4

0.6

0.8

1.2

1.4

1.6

Minutes of Video Watched

Operator A Operator B Operator C

Findings: Subscribers on wireless networks optimized for video consume double the mobile video content than those on un-optimized networks. The better the mobile video experience, the longer subscribers will consume video.

For more information, please contact media@bytemobile.com or visit www.bytemobile.com

Mobile Analytics Report: June 2011

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