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WHITEPAPER




What Wi-Fi Offload Don’t Reveal



                       www.greenpacket.com
WHITEPAPER


Abstract

The industry's view of Wi-Fi has definitely changed from indifference to
adoption alongside cellular technology as complementary. The industry is
largely driven by economies of scale, where previously Wi-Fi added
significant costs to devices. If a carrier wanted to add Wi-Fi to each handset
produced, it would incur a slight incremental cost of several dollars.
But when scaled in larger numbers and for a low-cost provider it meant
price sensitivity adds up. Carriers steered away from Wi-Fi until the
numbers made sense. Not until the turnaround came between the years
2005-2009, where Wi-Fi was shipped with most PCs, smartphones
and tablets.


Cellular operators, Wi-Fi operators, Wi-Fi aggregators and cable operators
form part of the mix to benefit from Wi-Fi augmentation. Wi-Fi is not devoid
of shortfalls, because of its short range coverage and interference can
occur. Signal strength no longer guarantees a successful network.
Proper Wi-Fi network design must take into account both the client and the
infrastructure because airtime is a shared resource. The capabilities of a
carrier’s customer population will directly impact the capacity and
performance of the wireless network. On top of that, mobility is integral to
our everyday lives. Providing coverage, quality experience and sufficient
speed to run applications anywhere and anytime is key.


With continued momentum for smartphone uptake and LTE starting out,
majority of devices are today and will continue to have Wi-Fi functionality.
In many markets, the installed base of mobile broadband subscription
will gain, complementing fixed and cable segments and potentially
replacing it in others and thus, demands more thought into the carriers’
offload strategy.
WHITEPAPER


Contents

Overview                                           01



3 Steps to Wi-Fi Offload                           03

Incremental Return as Long Term Strategy

Scaling Carrier Wi-Fi

Mobility, Roaming and What it Means for Carriers



Is it Enough to Wi-Fi Everywhere?                  07

Harmonizing Wi-Fi in Mobile Networks

Wi-Fi on the Device

Drivers and Inhibitors, the Road Ahead



Conclusion                                         13



Discover Secrets of Wi-Fi Offload                  14
WHITEPAPER                                                                                        Overview - 01




Overview

Mobile communications may well create more disruptive forces in the years
ahead. The wireless industry will potentially navigate around cloud,
social networks, mobility and data analytics as those trends face off one
way or another. As cloud play out the mobility theme, so will the impact of
cloud-driven services like Dropbox that is simply easy to use and is helping
stimulate the bring your own device (BYOD) to work behavior across many
use cases. Meanwhile, organizations are looking to better manage access
control practices to allow that to happen. The multiple driving force in both
corporate and consumer level is encouraging as the effect of mobile-wide
cloud adoption as mainstream app vehicle is imminent. The attention on
operators now is to offer products and service beyond connectivity as
individuals and organizations by and large grow dependent on mobile
solutions such as 3G, Wi-Fi, 4G and LTE among others.


Surrounding the concerns of wider network requirements, the macro
cellular architecture must be supplemented by small cells solutions to data
traffic volumes that will continue to grow at an average of 50% between
2012 and 20181. The staggering rise of the small cells and Wi-Fi
investments is unlike any before. Interestingly, even in times of economic
uncertainties, the trail of operator investments is steadily advancing.


According to ABI research, the volume of small cells market will be an
estimated worth of $3.1billion by 2018 and expected to carve a niche over
public venues. On another study, Infonetics forecast the carrier Wi-Fi
market will take off with double digit annual growth through to 2016. Be it
small cells or Wi-Fi, it is a way to cut coverage deficit by bringing Wi-Fi
coverage on the streets and seek closer integration between Wi-Fi and the
mobile network as part of an offload strategy. From a user experience
perspective, users are more mobile than ever. The convenience of looking
to use smartphones to handle straightforward activities such as paying bills,
checking their account status, data roaming as well as more complex
transactions. Wi-Fi will not be a replacement for LTE, but complement side
by side.



                                                                                1Source : Ericsson Mobility Report
                                                                                          (Nov 2012)
WHITEPAPER                                                                 Overview - 02



Complementing mobile data service by enhancing throughput is one of
the many motivations for carrier Wi-Fi, followed by scarcity of licensed
spectrum. That aside, offload has other plus points that are not made
clear enough; seamless handovers, subscriber authentication, policy
enforcement and more from a network-wide perspective. Carrier Wi-Fi
today, takes on a starkly different way compared to the previous
generation   of   consumer    Wi-Fi,   with   ANDSF    and Hotspot   2.0
improvements coming onboard. This paper will take a drawdown of the
aspects unseen from a consumer level and answers some of the carriers’
questions on dark spots of the offload movement covering the supply and
demand side, including market drivers, vendor proposition and a detailed
evaluation of the carrier service provider requirements.
WHITEPAPER                                                                       3 Steps to Wi-Fi Offload - 03




3 Steps to Wi-Fi Offload

Wi-Fi is available to any service provider that wants to supplement its own
spectrum, because it’s built into almost all mobile devices and runs on
unlicensed spectrum. But how effective one makes Wi-Fi lies in identifying
the right strategy to Wi-Fi offload. The usage behavior of smartphone users
vary according to the access network. With cellular network setbacks due
to congestion, providing the same user experience with alternative
technologies like Wi-Fi has become essential for carriers. Starting from
restructuring their strategies to include Wi-Fi to the pursuit of monetization
and optimization from within Wi-Fi business models by offering the same
value proposition is nothing new. But the approach taken must resonate
somewhat to the consumer preference and align current adoption to drive
further technology investments and strategy as it will not only allow them to
map to customer demands, but allow emerging technology to mature.




Incremental Return as
Long Term Strategy
An effective Wi-Fi offload aims to bring benefits beyond cost savings.
Far from being a technology that is used to back up cellular networks or to
“offload” during periods of congestion, Wi-Fi is now established as the
primary means of data connectivity for a large and growing base of users.
The emergence of intuitive and easy-to-use connection management
clients on smartphones are enabling customers to control connection
choices based upon the application to be used, the cost of access or their
perceived views around the quality of network experience. The intention is
clear, for carriers to avoid further attrition and maximize the share of spend
within a single individual user’s account (subscription) or even in some
cases of multiple accounts for as long as possible.


Consumers are now littered with many price plan options in the market that
are possibly similar, but disappointed with the promise masked by
complicated jargons and the so called incentives to be nominal.
What separates a good experience to an unrivalled experience is primarily
driven by the carriers’ ability to pull away from those poor marketing, pesky
and unwanted public relation backlash. Considering the pool of emerging
WHITEPAPER                                                                         3 Steps to Wi-Fi Offload - 04



Wi-Fi markets in the billions, it is more logical to build sustainable long term
goals. The business case must be robust enough to entail the carrier into
long-tail revenues. Just like most technology lifecycle expects, from the
time of early market entry to reach peak levels of major adoption takes
between 2-3 years and tapers down through the 5th year, by which the
early adopters would have already gained market leadership considerably.
Leaving behind the laggards picking up the remnants of a shrinking small
market pool. Whether LTE networks are gearing for commercial service
completion in 2013 or beyond, one thing is certain, now is the window for
carriers to squeeze every possible part of those Wi-Fi investments by
delivering new, innovative, unified communications without necessarily
spending more.




Scaling Carrier Wi-Fi
Carriers are clearly staring at the risk of “dying” a slow death losing its
appeal to consumers, in expense of the consumers’ attachment to their
devices and freely available “app”-bomination of their revenues. It is
important to restate the value of cellular networks to their users to
differentiate the cellular value proposition from Wi-Fi. This redefinition is
likely to be on the basis of characteristics such as always-on availability,
the simplicity of access to the network, the reliability and stability of
connections and by winning customer trust on the basis of underlying
security and privacy. Unmistakably, the consumption patterns bear close
relationship between the tablets and their smaller screen counterpart of
smartphones. It comes as no surprise when connected to 3G and 4G,
today’s tablets and smartphones encourage more involved session
possibly due to richer media viewing. Carriers should drive the intelligence
within those smart devices.


Shape the user behavior! This of course will create material impact on the
carriers’ pricing strategies and policies that have in shaping the behavior of
their respective customers. Rather than say no to OTT, stir up the IP-based
services with easy access to boundless Wi-Fi. Say no to fragmentation to
an extent, where these services are made easily available, over multiple
screens, closely integrated as a wholesome technical and commercial
usage. General optimism shows that data will be dealt with rigor.
WHITEPAPER                                                                          3 Steps to Wi-Fi Offload - 05



Carriers can take on several personas of leading a full service model,
service enabler or network provider. Scaling Wi-Fi one day at a time can be
handled as part of dealing with the carriers’ own and/or partnered Wi-Fi
access. The effect of improved network discovery is appealing so as to
distinguish a certain SSID selection. This makes sense, if carriers want to
influence the users to frequent certain APs or SSIDs, and possibly gather as
much information and enforce policies according to their preference.
But this may constitute a violation of data protection and privacy laws in
some countries. Are the users willing enough to allow the carrier’s to
manipulate their preference? In some cases, SIM-based authentication
makes it easier for the carriers since the users are already tied to their
service and surrounding extensions of the mobile roaming mechanisms.


In short, sometimes and for some use cases - automated and seamless
(i.e. zero-touch, auto login) connection to Wi-Fi sounds perfect, combined
with session continuity and all the fancy promises. However, speed, latency,
security, cost, ownership, policy, power consumption and many other
parameters can be over-sighted or at least have yet to be fully resolved. The
limitations should always be made transparent over users who are kept
unaware of the risks and whole host of problems. For sure, there will be “No
likes” for the feeling of being under-cut. Of which, some of this can be done
intelligently and effectively with more elegant solutions that encourage
informed decisions.




Mobility, Roaming and
What it Means for Carriers
Going the extra mile with Wi-Fi is an attractive proposition, provided the
carrier is willing to clarify the motivation without negating the implications on
the business case. The recent surge of Wi-Fi developments have steered
towards service providers, particularly mobile operators. It has been
spurred with the stimulation of smartphones and the desire to use Wi-Fi for
mobile data offload. Since smartphones differ largely in their usage versus
laptops and often provided by operators, it gives operators the advantage
to customize configuration and software settings into the handsets.
As opposed to the PC market that is free of such preset configurations.
Although there are smartphones in the open market without operator
subsidies, there is a common trait in smartphones usage that is primarily
data-oriented around mobile Internet. And thus, enabling software settings
WHITEPAPER                                                                         3 Steps to Wi-Fi Offload - 06




to be able to influence in a positive manner on the user interaction is
instinctively better at throwing mindless marketing gimmicks to drive
away interest.


While technology is important to push forward market initiatives related to
roaming, easing Wi-Fi integration and so forth, it is the role of user-interface
software i.e. the device connection client that must not be underestimated.
Though basic, this application on the device plays an important part of
passing information to the user about network availability, handles any
automated logins (if any) and all other related messages. In some cases,
it may even be able to replace the complexity of specified access requiring
separate user names and passwords.


Prohibitively expensive roaming data charges have been unfavorable to
many users. As an attempt to reduce costs, users are compelled to try
cheaper alternatives. Roaming charges are already witnessing changes in
some European markets, where regulations ensure market competitiveness
is in favor of consumers need for better and affordable charges. But to
which extent the convenience of mobility and roaming is offered outside of
the carriers’ home market is sometimes arguable.




     3G
       4G

                                                                                                   LTE
WHITEPAPER                                                         Is it Enough to Wi-Fi Everywhere? - 07




Is it Enough to
Wi-Fi Everywhere?

Dark spots and uncertainties of the smartphone user demystified.
Perfecting both network interoperability and user experience demands
successful and careful consideration from technicalities of architectural
support, appreciation of real user interaction, partnering with suppliers
well-versed in Wi-Fi value chain to advocating industry best practices.
Smart devices are very different to traditional PCs in behavior and
expectations placed upon it and thus providing an intuitive and transparent
manner to Wi-Fi requires more thorough study.




Harmonizing Wi-Fi in Mobile Networks
Wi-Fi roaming can likely be more important in future LTE scenarios where
there is a huge range of frequency bands for 4G, and it is probable that
many phones will not be able to support all visited foreign networks, even if
the data price is acceptable. Roaming onto Wi-Fi could act as a common
denominator. Or could it possibly be a setback, if the devices become
sophisticated enough to support multiple bands to pull away with the
greater data speed over LTE to the preference of users given a reasonable
roaming charge.


Nevertheless, a key component will be around to ease the use, and
potentially linkage to other communications services, the phone bill or
perhaps enablers such as identity-management and customer-profiling
which telcos are well-positioned to facilitate. While in the past where Wi-Fi
was enabled, the attempts were mostly based on proprietary approaches
that may not be straight forward to the users. Only more recently standards
bodies, operators and vendors have become more involved in influencing
the development. The milestone of Wi-Fi Alliance and Wireless Broadband
Alliance (WBA) solidifying their efforts in Hotspot 2.0 and Next Generation
Hotspots respectively to build a common framework.
WHITEPAPER                                                          Is it Enough to Wi-Fi Everywhere? - 08



It’s important to reduce the fragmentation of the value chain, but must
recognize the developments will probably take 2-3 years into mass scale
and thus, interim solutions will still be urgently needed wherever demanded.
Another point in contention is how much added backhaul is needed
with Wi-Fi. Without high-capacity, ultra-compact, low-cost backhaul,
the small-cell market will struggle to grow. Backhaul is often misguided by
only re-purposing the existing links. The requirements are very different from
what it used to be in the single macro cellular type environment.
Solutions are necessary to perform better, smaller and more affordable.
The key here is co-existent of multiple combinations of line of sight (LOS)
and non LOS, fiber optic and DSL copper lines that are layered upon
deployment modes.




Wi-Fi on the Device
Convenience of single sign-on and preservation of credentials for a hassle
free Wi-Fi access is not without debate. Some camps prefer to have the
decision placed closer to the network edge, but some prefer to have a less
restrictive approach to it. Most carriers are not sure how the monetization of
Wi-Fi is warranted for now at least, and for most part the added traffic are
perceived to have lower importance for it to be offloaded to Wi-Fi in the first
place. Assuming it suffice to improve application performance and to some
extent device battery consumption, the implementation of a software
device client takes away the complexity of network related interfacing and
shortens the go-to-market of Wi-Fi service mix as in Greenpacket’s Intouch
Data Offload suite that is designed with standards compliant client-server
architecture for easy integration to existing networks.


Data offload in the Wi-Fi environment may not necessarily spells success in
all use cases. Take for example, carriers that want to extend their Wi-Fi
footprint without the intention to have Wi-Fi build out. These carriers would
potentially leverage on a selected group of venues to provide Wi-Fi
coverage, be it public or private. Perhaps this is a cause for non-critical
offload, but rather to close coverage gaps. In other cases, perhaps the
carrier does need to better manage traffic have stricter requirements for
visibility. For which, a carrier Wi-Fi deployment or partner Wi-Fi would
necessitate the aspects of billing and core network integration. Although
most smartphones have Wi-Fi capability, the turning Wi-Fi on/off and its
switching mechanism may vary considerably. There are different adoptions
WHITEPAPER                                                                                          Is it Enough to Wi-Fi Everywhere? - 09



of standards on device like 802.11 (EAP-based methods), WISPr, WRIX,
Hotspot 2.0 and more. Regardless of whether it is carrier Wi-Fi, public
(via partner) or private Wi-Fi (subscriber Wi-Fi at home) the device client is
the first point of interaction between the user and the network to kick-start
the experience.




          Wi-Fi Connect                          Wi-Fi Connect



          Map         Feedback   Settings      Map          Feedback             Usage           Settings

                                             Wi-Fi Connection Status
         Wi-Fi Ready Mode                    Connected to    : PCCW Wi-Fi
                                             Network Quality : Fair
          10 Hotspots Found!




                                                Connected to                        Available PCCW Wi-Fi
                                                PCCW Wi-Fi

                                                Your current location               Your estimated location




     Figure 1 : Wi-Fi Hotspot Finder            Figure 2 : Hotspot Map




          Wi-Fi Connect                          Wi-Fi Connect

       10 location found
                                                Map                   Feedback               Settings

       PCCW Wi-Fi Hotspot                    Connected to    : My_home (home)
                                             Network Quality : Excellent


       Macdonald’s Kwai Chung
                                                                          Fair

       Causeway Bay MTR                                   Poor                      Excellent



       City University Wi-Fi                 Data Usage                     < Click here for more details >
       11A, Robertson Hall
                                               You have used Wi-Fi Connect in 3 cities
                                                    Data Cap: 250MB
       Starbuks Wi-Fi
       Times Square                           0MB                                                   750MB
                                                       Cellular = 150MB          Wi-Fi = 200MB


                                                        Wi-Fi Help




         Figure 3 : Wi-Fi Hotspot                   Figure 4 : Wi-Fi QoS
             Priority Manager
WHITEPAPER                                                            Is it Enough to Wi-Fi Everywhere? - 10



The Intouch Data Offload suite is what carriers need to map the carriers’
offload path. The basic approach of the Wi-Fi offload can be as simple as a
Wi-Fi hotspot finder application that helps to inform available Wi-Fi
networks at a glance and convenience of visual hotspot map. The basis of
such offload approach and its benefits are multiple. Prioritization of Wi-Fi
based on measure of Wi-Fi QoS that includes the monitoring of latency and
speed of Wi-Fi APs makes for consistent experience. Apart from its
functions as a hotspot locator, the device client allows for remembered
connections, so that the next time the Wi-Fi SSIDs is within range, it will
initiate an automated login that is neat and less clunky.


Greenpacket’s approach of mixing and matching the different stages of
offload requirements from a simple direct Wi-Fi offload, to real-time policy
enforced offload with ANDSF to the closely integrated inter-WLAN
seamless offload, there is always a customized solution to fit. The need for
policy control is witnessing greater appreciation for which operators make
use of policy preference on top of secure access to better user experience
and mitigate congestion. The approach of more advanced device client to
feedback network conditions in real-time makes connection shifts based on
context information. The policy decisions are delimited by validity of the
location, time of day and discovery information.


The ability to maintain session persistence is highly desirable when
confronted with session critical applications, given that many people are a
lot more driven by the urgency of information at their fingertips regardless of
time and place. With mobility, then comes the need to preserve or enhance
the level of quality of service at some level. It not surprising then, Wi-Fi QoS
forms an important part of the solution. The patented technology in smart
signal assisted switching ensures the device client is aware and capable of
identifying the most optimal conditions to ensure a seamless handover.
Essentially, the client software resides in the device and is governed by the
embedded      intelligence   and    algorithms    that   are   responsive    to
connection-aware triggers like Wi-Fi notification, access network discovery
and selection, detection of mobility, QoS information at a particular AP that
in turn is conveyed to the user on the device through the device user
interface. At the same time, the information gathered will be passed
upstream to the network to help signal the onset of seamless handover.
WHITEPAPER                                                           Is it Enough to Wi-Fi Everywhere? - 11




Drivers and Inhibitors, the Road Ahead
Seamless roaming between LTE and Wi-Fi is a broad goal, but not without
the challenges of fragmentation. Numerous industry players are advancing
Wi-Fi roaming access across different network providers even when they’re
in different countries. It is made clear, the desirability to accelerate the
monetization of Wi-Fi, be it inter-connection fees, wholesale or keeping in
subscribers. On the reverse, it would mean on-boarding of roamers to their
network. The recent announcement of WBA’s Interoperability Compliancy
Program (ICP) specifically aims to address the reduction of fragmentation in
the way the devices connect and roam onto Wi-Fi networks. These will
need to be accommodated through the user interface of the device and in
parallel works well with the native connection management methods.


Despite the plausible efforts of driving Wi-Fi offloading, not all aspects are
addressed and well received with operator sentiments. Other industry’s
take on Wi-Fi questions the limited backhaul availability to carry all those
extra traffic. Some operators prefer to take the direct Internet offload, where
the traffic is diverted to the Internet without visibility, as in public Wi-Fi
networks. While some operators have defined structures to allow a deep
integration of Wi-Fi with controlled offload. The managed Wi-Fi offload may
or may not be chargeable, depending on the subscription. The carrier in this
case can subject to the subscription of policies to which it restrict speeds,
applications and preferred hotspots. It has to be made clear that the
concept of policy control is not to actively block the user’s choice of hotspot
whether public or private but rather to help make better informed choices.


The Intouch Data Offload suite of device-client solutions incorporates
Mobile IP2 technology in its core functionality which allows the preservation
of IP session persistence. On top of enabling seamless mobility, inter-WLAN
technology ensures the solution continues to serve the wider context
mobile data offload strategies across various wireless networks
independent of access network types. Not forgetting the option to bolt on
added Wi-Fi QoS to further precise the entire Wi-Fi experience.




                                                                                  2Note : Greenpacket Mobile IP client is
                                                                                          the world’s 1st patented Mobile
                                                                                          IP client solution
WHITEPAPER                                                        Is it Enough to Wi-Fi Everywhere? - 12



New non-operator type use cases for Wi-Fi are emerging such as smart
metering, healthcare and attempts to leverage on cloud-driven mobility. It
only makes sense to straighten out the device software and user interfacing
experience where the overall value is understated. As exemplified in Apple’s
iPhone that exploit the use of Wi-Fi. Current approaches of carrier Wi-Fi is
too hung-up on network-centric details and easily underscores the needs
to place a more holistic end-to-end model.
WHITEPAPER                                                                        Conclusion - 13




Conclusion

Consumers today are likely to choose applications that are more bandwidth
intensive like YouTube video, but of lower importance to traverse over Wi-Fi
networks. That is because consumers find cellular networks typically are
better suited to critical interactions such as location-based services, social
networking updates and navigational maps that require real-time
communication. In this aspect, carriers are challenged to reshape the value
of Wi-Fi on the basis of value add as an easily available, simple, reliable and
consistent connections that also comes with a good level of privacy and
security.


It’s clear that consumers shift to a multi-screen world stretching over
smartphones, tablets to desktop PCs. To successfully provide on-demand
options, carriers recognize the need of a multi-device framework to create
an optimal customer experience regardless of the device or screen the
consumer is interacting with. Understanding how many users are using
Wi-Fi is equally important as knowing how much data those users are
consuming. Operators are far from complete visibility of application-led
usage on smartphones by their customer. The potential for addressable
Wi-Fi market represents opportunity bigger than previously thought.
No doubt, cost benefit of Wi-Fi is vital but it’s not the only motivation.
The distribution of smartphone originated traffic between cellular and Wi-Fi
varies widely according to the level of deployment of public and private
Wi-Fi hotspots, quality of Wi-Fi experience, maturity of Wi-Fi practices and
the pricing model of mobile data services impact the Wi-Fi usage.


Nevertheless, Wi-Fi has enormous value on connectivity outside cellular by
stimulating additional demand and differentiated experience. Greenpacket’s
suite of data offload approach takes cue from the market, to lead in the
areas of multiple data offload options over Wi-Fi. As it is standards based
compliant to 3GPP, the compatibility to LTE is easily achievable.
Carriers making substantial investments in their carrier Wi-Fi networks also
benefit from exploiting other provider’s hotspot assets. Some choose to
take step-wise approach to minimize risk. Whichever the options preferred,
it is imperative for carriers to have transparency on delivering the
user experience.
WHITEPAPER                                                         Discover Secrets of Wi-Fi Offload - 14




Discover Secrets of
Wi-Fi Offload

Take your network to the next level. Leap to the next generation of services
necessary to tap new shares of revenue distribution. With many consumers
quick to dismiss their service providers in search of new media channels
and their fondness of smartphones for everything, it makes sense to
proactively solicit user interaction over those devices and ultimately
re-instate their value proposition of Wi-Fi, 4G, and LTE wherever needed.


Embark on a journey with Greenpacket to discover the hidden secrets of Wi-Fi
offloading and benefit from emerging opportunities. Turn uncertainties into a
step-wise plan for enhancing your network and delighting your customers.


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 user experience, feel free to contact us at
marketing.gp@greenpacket.com. Kindly quote the reference code,
SWP1212 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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Copyright 2001-2013 Green Packet Berhad. All rights reserved. No part of this publication may be reproduced, transmitted, transcribed, stored in a retrieval system, or translated into any language, in any
form by any means, without the written permission of Green Packet Berhad. Green Packet Berhad reserves the right to modify or discontinue any product or piece of literature at anytime without prior notice.

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What WiFi Offload Don't Reveal

  • 1. WHITEPAPER What Wi-Fi Offload Don’t Reveal www.greenpacket.com
  • 2. WHITEPAPER Abstract The industry's view of Wi-Fi has definitely changed from indifference to adoption alongside cellular technology as complementary. The industry is largely driven by economies of scale, where previously Wi-Fi added significant costs to devices. If a carrier wanted to add Wi-Fi to each handset produced, it would incur a slight incremental cost of several dollars. But when scaled in larger numbers and for a low-cost provider it meant price sensitivity adds up. Carriers steered away from Wi-Fi until the numbers made sense. Not until the turnaround came between the years 2005-2009, where Wi-Fi was shipped with most PCs, smartphones and tablets. Cellular operators, Wi-Fi operators, Wi-Fi aggregators and cable operators form part of the mix to benefit from Wi-Fi augmentation. Wi-Fi is not devoid of shortfalls, because of its short range coverage and interference can occur. Signal strength no longer guarantees a successful network. Proper Wi-Fi network design must take into account both the client and the infrastructure because airtime is a shared resource. The capabilities of a carrier’s customer population will directly impact the capacity and performance of the wireless network. On top of that, mobility is integral to our everyday lives. Providing coverage, quality experience and sufficient speed to run applications anywhere and anytime is key. With continued momentum for smartphone uptake and LTE starting out, majority of devices are today and will continue to have Wi-Fi functionality. In many markets, the installed base of mobile broadband subscription will gain, complementing fixed and cable segments and potentially replacing it in others and thus, demands more thought into the carriers’ offload strategy.
  • 3. WHITEPAPER Contents Overview 01 3 Steps to Wi-Fi Offload 03 Incremental Return as Long Term Strategy Scaling Carrier Wi-Fi Mobility, Roaming and What it Means for Carriers Is it Enough to Wi-Fi Everywhere? 07 Harmonizing Wi-Fi in Mobile Networks Wi-Fi on the Device Drivers and Inhibitors, the Road Ahead Conclusion 13 Discover Secrets of Wi-Fi Offload 14
  • 4. WHITEPAPER Overview - 01 Overview Mobile communications may well create more disruptive forces in the years ahead. The wireless industry will potentially navigate around cloud, social networks, mobility and data analytics as those trends face off one way or another. As cloud play out the mobility theme, so will the impact of cloud-driven services like Dropbox that is simply easy to use and is helping stimulate the bring your own device (BYOD) to work behavior across many use cases. Meanwhile, organizations are looking to better manage access control practices to allow that to happen. The multiple driving force in both corporate and consumer level is encouraging as the effect of mobile-wide cloud adoption as mainstream app vehicle is imminent. The attention on operators now is to offer products and service beyond connectivity as individuals and organizations by and large grow dependent on mobile solutions such as 3G, Wi-Fi, 4G and LTE among others. Surrounding the concerns of wider network requirements, the macro cellular architecture must be supplemented by small cells solutions to data traffic volumes that will continue to grow at an average of 50% between 2012 and 20181. The staggering rise of the small cells and Wi-Fi investments is unlike any before. Interestingly, even in times of economic uncertainties, the trail of operator investments is steadily advancing. According to ABI research, the volume of small cells market will be an estimated worth of $3.1billion by 2018 and expected to carve a niche over public venues. On another study, Infonetics forecast the carrier Wi-Fi market will take off with double digit annual growth through to 2016. Be it small cells or Wi-Fi, it is a way to cut coverage deficit by bringing Wi-Fi coverage on the streets and seek closer integration between Wi-Fi and the mobile network as part of an offload strategy. From a user experience perspective, users are more mobile than ever. The convenience of looking to use smartphones to handle straightforward activities such as paying bills, checking their account status, data roaming as well as more complex transactions. Wi-Fi will not be a replacement for LTE, but complement side by side. 1Source : Ericsson Mobility Report (Nov 2012)
  • 5. WHITEPAPER Overview - 02 Complementing mobile data service by enhancing throughput is one of the many motivations for carrier Wi-Fi, followed by scarcity of licensed spectrum. That aside, offload has other plus points that are not made clear enough; seamless handovers, subscriber authentication, policy enforcement and more from a network-wide perspective. Carrier Wi-Fi today, takes on a starkly different way compared to the previous generation of consumer Wi-Fi, with ANDSF and Hotspot 2.0 improvements coming onboard. This paper will take a drawdown of the aspects unseen from a consumer level and answers some of the carriers’ questions on dark spots of the offload movement covering the supply and demand side, including market drivers, vendor proposition and a detailed evaluation of the carrier service provider requirements.
  • 6. WHITEPAPER 3 Steps to Wi-Fi Offload - 03 3 Steps to Wi-Fi Offload Wi-Fi is available to any service provider that wants to supplement its own spectrum, because it’s built into almost all mobile devices and runs on unlicensed spectrum. But how effective one makes Wi-Fi lies in identifying the right strategy to Wi-Fi offload. The usage behavior of smartphone users vary according to the access network. With cellular network setbacks due to congestion, providing the same user experience with alternative technologies like Wi-Fi has become essential for carriers. Starting from restructuring their strategies to include Wi-Fi to the pursuit of monetization and optimization from within Wi-Fi business models by offering the same value proposition is nothing new. But the approach taken must resonate somewhat to the consumer preference and align current adoption to drive further technology investments and strategy as it will not only allow them to map to customer demands, but allow emerging technology to mature. Incremental Return as Long Term Strategy An effective Wi-Fi offload aims to bring benefits beyond cost savings. Far from being a technology that is used to back up cellular networks or to “offload” during periods of congestion, Wi-Fi is now established as the primary means of data connectivity for a large and growing base of users. The emergence of intuitive and easy-to-use connection management clients on smartphones are enabling customers to control connection choices based upon the application to be used, the cost of access or their perceived views around the quality of network experience. The intention is clear, for carriers to avoid further attrition and maximize the share of spend within a single individual user’s account (subscription) or even in some cases of multiple accounts for as long as possible. Consumers are now littered with many price plan options in the market that are possibly similar, but disappointed with the promise masked by complicated jargons and the so called incentives to be nominal. What separates a good experience to an unrivalled experience is primarily driven by the carriers’ ability to pull away from those poor marketing, pesky and unwanted public relation backlash. Considering the pool of emerging
  • 7. WHITEPAPER 3 Steps to Wi-Fi Offload - 04 Wi-Fi markets in the billions, it is more logical to build sustainable long term goals. The business case must be robust enough to entail the carrier into long-tail revenues. Just like most technology lifecycle expects, from the time of early market entry to reach peak levels of major adoption takes between 2-3 years and tapers down through the 5th year, by which the early adopters would have already gained market leadership considerably. Leaving behind the laggards picking up the remnants of a shrinking small market pool. Whether LTE networks are gearing for commercial service completion in 2013 or beyond, one thing is certain, now is the window for carriers to squeeze every possible part of those Wi-Fi investments by delivering new, innovative, unified communications without necessarily spending more. Scaling Carrier Wi-Fi Carriers are clearly staring at the risk of “dying” a slow death losing its appeal to consumers, in expense of the consumers’ attachment to their devices and freely available “app”-bomination of their revenues. It is important to restate the value of cellular networks to their users to differentiate the cellular value proposition from Wi-Fi. This redefinition is likely to be on the basis of characteristics such as always-on availability, the simplicity of access to the network, the reliability and stability of connections and by winning customer trust on the basis of underlying security and privacy. Unmistakably, the consumption patterns bear close relationship between the tablets and their smaller screen counterpart of smartphones. It comes as no surprise when connected to 3G and 4G, today’s tablets and smartphones encourage more involved session possibly due to richer media viewing. Carriers should drive the intelligence within those smart devices. Shape the user behavior! This of course will create material impact on the carriers’ pricing strategies and policies that have in shaping the behavior of their respective customers. Rather than say no to OTT, stir up the IP-based services with easy access to boundless Wi-Fi. Say no to fragmentation to an extent, where these services are made easily available, over multiple screens, closely integrated as a wholesome technical and commercial usage. General optimism shows that data will be dealt with rigor.
  • 8. WHITEPAPER 3 Steps to Wi-Fi Offload - 05 Carriers can take on several personas of leading a full service model, service enabler or network provider. Scaling Wi-Fi one day at a time can be handled as part of dealing with the carriers’ own and/or partnered Wi-Fi access. The effect of improved network discovery is appealing so as to distinguish a certain SSID selection. This makes sense, if carriers want to influence the users to frequent certain APs or SSIDs, and possibly gather as much information and enforce policies according to their preference. But this may constitute a violation of data protection and privacy laws in some countries. Are the users willing enough to allow the carrier’s to manipulate their preference? In some cases, SIM-based authentication makes it easier for the carriers since the users are already tied to their service and surrounding extensions of the mobile roaming mechanisms. In short, sometimes and for some use cases - automated and seamless (i.e. zero-touch, auto login) connection to Wi-Fi sounds perfect, combined with session continuity and all the fancy promises. However, speed, latency, security, cost, ownership, policy, power consumption and many other parameters can be over-sighted or at least have yet to be fully resolved. The limitations should always be made transparent over users who are kept unaware of the risks and whole host of problems. For sure, there will be “No likes” for the feeling of being under-cut. Of which, some of this can be done intelligently and effectively with more elegant solutions that encourage informed decisions. Mobility, Roaming and What it Means for Carriers Going the extra mile with Wi-Fi is an attractive proposition, provided the carrier is willing to clarify the motivation without negating the implications on the business case. The recent surge of Wi-Fi developments have steered towards service providers, particularly mobile operators. It has been spurred with the stimulation of smartphones and the desire to use Wi-Fi for mobile data offload. Since smartphones differ largely in their usage versus laptops and often provided by operators, it gives operators the advantage to customize configuration and software settings into the handsets. As opposed to the PC market that is free of such preset configurations. Although there are smartphones in the open market without operator subsidies, there is a common trait in smartphones usage that is primarily data-oriented around mobile Internet. And thus, enabling software settings
  • 9. WHITEPAPER 3 Steps to Wi-Fi Offload - 06 to be able to influence in a positive manner on the user interaction is instinctively better at throwing mindless marketing gimmicks to drive away interest. While technology is important to push forward market initiatives related to roaming, easing Wi-Fi integration and so forth, it is the role of user-interface software i.e. the device connection client that must not be underestimated. Though basic, this application on the device plays an important part of passing information to the user about network availability, handles any automated logins (if any) and all other related messages. In some cases, it may even be able to replace the complexity of specified access requiring separate user names and passwords. Prohibitively expensive roaming data charges have been unfavorable to many users. As an attempt to reduce costs, users are compelled to try cheaper alternatives. Roaming charges are already witnessing changes in some European markets, where regulations ensure market competitiveness is in favor of consumers need for better and affordable charges. But to which extent the convenience of mobility and roaming is offered outside of the carriers’ home market is sometimes arguable. 3G 4G LTE
  • 10. WHITEPAPER Is it Enough to Wi-Fi Everywhere? - 07 Is it Enough to Wi-Fi Everywhere? Dark spots and uncertainties of the smartphone user demystified. Perfecting both network interoperability and user experience demands successful and careful consideration from technicalities of architectural support, appreciation of real user interaction, partnering with suppliers well-versed in Wi-Fi value chain to advocating industry best practices. Smart devices are very different to traditional PCs in behavior and expectations placed upon it and thus providing an intuitive and transparent manner to Wi-Fi requires more thorough study. Harmonizing Wi-Fi in Mobile Networks Wi-Fi roaming can likely be more important in future LTE scenarios where there is a huge range of frequency bands for 4G, and it is probable that many phones will not be able to support all visited foreign networks, even if the data price is acceptable. Roaming onto Wi-Fi could act as a common denominator. Or could it possibly be a setback, if the devices become sophisticated enough to support multiple bands to pull away with the greater data speed over LTE to the preference of users given a reasonable roaming charge. Nevertheless, a key component will be around to ease the use, and potentially linkage to other communications services, the phone bill or perhaps enablers such as identity-management and customer-profiling which telcos are well-positioned to facilitate. While in the past where Wi-Fi was enabled, the attempts were mostly based on proprietary approaches that may not be straight forward to the users. Only more recently standards bodies, operators and vendors have become more involved in influencing the development. The milestone of Wi-Fi Alliance and Wireless Broadband Alliance (WBA) solidifying their efforts in Hotspot 2.0 and Next Generation Hotspots respectively to build a common framework.
  • 11. WHITEPAPER Is it Enough to Wi-Fi Everywhere? - 08 It’s important to reduce the fragmentation of the value chain, but must recognize the developments will probably take 2-3 years into mass scale and thus, interim solutions will still be urgently needed wherever demanded. Another point in contention is how much added backhaul is needed with Wi-Fi. Without high-capacity, ultra-compact, low-cost backhaul, the small-cell market will struggle to grow. Backhaul is often misguided by only re-purposing the existing links. The requirements are very different from what it used to be in the single macro cellular type environment. Solutions are necessary to perform better, smaller and more affordable. The key here is co-existent of multiple combinations of line of sight (LOS) and non LOS, fiber optic and DSL copper lines that are layered upon deployment modes. Wi-Fi on the Device Convenience of single sign-on and preservation of credentials for a hassle free Wi-Fi access is not without debate. Some camps prefer to have the decision placed closer to the network edge, but some prefer to have a less restrictive approach to it. Most carriers are not sure how the monetization of Wi-Fi is warranted for now at least, and for most part the added traffic are perceived to have lower importance for it to be offloaded to Wi-Fi in the first place. Assuming it suffice to improve application performance and to some extent device battery consumption, the implementation of a software device client takes away the complexity of network related interfacing and shortens the go-to-market of Wi-Fi service mix as in Greenpacket’s Intouch Data Offload suite that is designed with standards compliant client-server architecture for easy integration to existing networks. Data offload in the Wi-Fi environment may not necessarily spells success in all use cases. Take for example, carriers that want to extend their Wi-Fi footprint without the intention to have Wi-Fi build out. These carriers would potentially leverage on a selected group of venues to provide Wi-Fi coverage, be it public or private. Perhaps this is a cause for non-critical offload, but rather to close coverage gaps. In other cases, perhaps the carrier does need to better manage traffic have stricter requirements for visibility. For which, a carrier Wi-Fi deployment or partner Wi-Fi would necessitate the aspects of billing and core network integration. Although most smartphones have Wi-Fi capability, the turning Wi-Fi on/off and its switching mechanism may vary considerably. There are different adoptions
  • 12. WHITEPAPER Is it Enough to Wi-Fi Everywhere? - 09 of standards on device like 802.11 (EAP-based methods), WISPr, WRIX, Hotspot 2.0 and more. Regardless of whether it is carrier Wi-Fi, public (via partner) or private Wi-Fi (subscriber Wi-Fi at home) the device client is the first point of interaction between the user and the network to kick-start the experience. Wi-Fi Connect Wi-Fi Connect Map Feedback Settings Map Feedback Usage Settings Wi-Fi Connection Status Wi-Fi Ready Mode Connected to : PCCW Wi-Fi Network Quality : Fair 10 Hotspots Found! Connected to Available PCCW Wi-Fi PCCW Wi-Fi Your current location Your estimated location Figure 1 : Wi-Fi Hotspot Finder Figure 2 : Hotspot Map Wi-Fi Connect Wi-Fi Connect 10 location found Map Feedback Settings PCCW Wi-Fi Hotspot Connected to : My_home (home) Network Quality : Excellent Macdonald’s Kwai Chung Fair Causeway Bay MTR Poor Excellent City University Wi-Fi Data Usage < Click here for more details > 11A, Robertson Hall You have used Wi-Fi Connect in 3 cities Data Cap: 250MB Starbuks Wi-Fi Times Square 0MB 750MB Cellular = 150MB Wi-Fi = 200MB Wi-Fi Help Figure 3 : Wi-Fi Hotspot Figure 4 : Wi-Fi QoS Priority Manager
  • 13. WHITEPAPER Is it Enough to Wi-Fi Everywhere? - 10 The Intouch Data Offload suite is what carriers need to map the carriers’ offload path. The basic approach of the Wi-Fi offload can be as simple as a Wi-Fi hotspot finder application that helps to inform available Wi-Fi networks at a glance and convenience of visual hotspot map. The basis of such offload approach and its benefits are multiple. Prioritization of Wi-Fi based on measure of Wi-Fi QoS that includes the monitoring of latency and speed of Wi-Fi APs makes for consistent experience. Apart from its functions as a hotspot locator, the device client allows for remembered connections, so that the next time the Wi-Fi SSIDs is within range, it will initiate an automated login that is neat and less clunky. Greenpacket’s approach of mixing and matching the different stages of offload requirements from a simple direct Wi-Fi offload, to real-time policy enforced offload with ANDSF to the closely integrated inter-WLAN seamless offload, there is always a customized solution to fit. The need for policy control is witnessing greater appreciation for which operators make use of policy preference on top of secure access to better user experience and mitigate congestion. The approach of more advanced device client to feedback network conditions in real-time makes connection shifts based on context information. The policy decisions are delimited by validity of the location, time of day and discovery information. The ability to maintain session persistence is highly desirable when confronted with session critical applications, given that many people are a lot more driven by the urgency of information at their fingertips regardless of time and place. With mobility, then comes the need to preserve or enhance the level of quality of service at some level. It not surprising then, Wi-Fi QoS forms an important part of the solution. The patented technology in smart signal assisted switching ensures the device client is aware and capable of identifying the most optimal conditions to ensure a seamless handover. Essentially, the client software resides in the device and is governed by the embedded intelligence and algorithms that are responsive to connection-aware triggers like Wi-Fi notification, access network discovery and selection, detection of mobility, QoS information at a particular AP that in turn is conveyed to the user on the device through the device user interface. At the same time, the information gathered will be passed upstream to the network to help signal the onset of seamless handover.
  • 14. WHITEPAPER Is it Enough to Wi-Fi Everywhere? - 11 Drivers and Inhibitors, the Road Ahead Seamless roaming between LTE and Wi-Fi is a broad goal, but not without the challenges of fragmentation. Numerous industry players are advancing Wi-Fi roaming access across different network providers even when they’re in different countries. It is made clear, the desirability to accelerate the monetization of Wi-Fi, be it inter-connection fees, wholesale or keeping in subscribers. On the reverse, it would mean on-boarding of roamers to their network. The recent announcement of WBA’s Interoperability Compliancy Program (ICP) specifically aims to address the reduction of fragmentation in the way the devices connect and roam onto Wi-Fi networks. These will need to be accommodated through the user interface of the device and in parallel works well with the native connection management methods. Despite the plausible efforts of driving Wi-Fi offloading, not all aspects are addressed and well received with operator sentiments. Other industry’s take on Wi-Fi questions the limited backhaul availability to carry all those extra traffic. Some operators prefer to take the direct Internet offload, where the traffic is diverted to the Internet without visibility, as in public Wi-Fi networks. While some operators have defined structures to allow a deep integration of Wi-Fi with controlled offload. The managed Wi-Fi offload may or may not be chargeable, depending on the subscription. The carrier in this case can subject to the subscription of policies to which it restrict speeds, applications and preferred hotspots. It has to be made clear that the concept of policy control is not to actively block the user’s choice of hotspot whether public or private but rather to help make better informed choices. The Intouch Data Offload suite of device-client solutions incorporates Mobile IP2 technology in its core functionality which allows the preservation of IP session persistence. On top of enabling seamless mobility, inter-WLAN technology ensures the solution continues to serve the wider context mobile data offload strategies across various wireless networks independent of access network types. Not forgetting the option to bolt on added Wi-Fi QoS to further precise the entire Wi-Fi experience. 2Note : Greenpacket Mobile IP client is the world’s 1st patented Mobile IP client solution
  • 15. WHITEPAPER Is it Enough to Wi-Fi Everywhere? - 12 New non-operator type use cases for Wi-Fi are emerging such as smart metering, healthcare and attempts to leverage on cloud-driven mobility. It only makes sense to straighten out the device software and user interfacing experience where the overall value is understated. As exemplified in Apple’s iPhone that exploit the use of Wi-Fi. Current approaches of carrier Wi-Fi is too hung-up on network-centric details and easily underscores the needs to place a more holistic end-to-end model.
  • 16. WHITEPAPER Conclusion - 13 Conclusion Consumers today are likely to choose applications that are more bandwidth intensive like YouTube video, but of lower importance to traverse over Wi-Fi networks. That is because consumers find cellular networks typically are better suited to critical interactions such as location-based services, social networking updates and navigational maps that require real-time communication. In this aspect, carriers are challenged to reshape the value of Wi-Fi on the basis of value add as an easily available, simple, reliable and consistent connections that also comes with a good level of privacy and security. It’s clear that consumers shift to a multi-screen world stretching over smartphones, tablets to desktop PCs. To successfully provide on-demand options, carriers recognize the need of a multi-device framework to create an optimal customer experience regardless of the device or screen the consumer is interacting with. Understanding how many users are using Wi-Fi is equally important as knowing how much data those users are consuming. Operators are far from complete visibility of application-led usage on smartphones by their customer. The potential for addressable Wi-Fi market represents opportunity bigger than previously thought. No doubt, cost benefit of Wi-Fi is vital but it’s not the only motivation. The distribution of smartphone originated traffic between cellular and Wi-Fi varies widely according to the level of deployment of public and private Wi-Fi hotspots, quality of Wi-Fi experience, maturity of Wi-Fi practices and the pricing model of mobile data services impact the Wi-Fi usage. Nevertheless, Wi-Fi has enormous value on connectivity outside cellular by stimulating additional demand and differentiated experience. Greenpacket’s suite of data offload approach takes cue from the market, to lead in the areas of multiple data offload options over Wi-Fi. As it is standards based compliant to 3GPP, the compatibility to LTE is easily achievable. Carriers making substantial investments in their carrier Wi-Fi networks also benefit from exploiting other provider’s hotspot assets. Some choose to take step-wise approach to minimize risk. Whichever the options preferred, it is imperative for carriers to have transparency on delivering the user experience.
  • 17. WHITEPAPER Discover Secrets of Wi-Fi Offload - 14 Discover Secrets of Wi-Fi Offload Take your network to the next level. Leap to the next generation of services necessary to tap new shares of revenue distribution. With many consumers quick to dismiss their service providers in search of new media channels and their fondness of smartphones for everything, it makes sense to proactively solicit user interaction over those devices and ultimately re-instate their value proposition of Wi-Fi, 4G, and LTE wherever needed. Embark on a journey with Greenpacket to discover the hidden secrets of Wi-Fi offloading and benefit from emerging opportunities. Turn uncertainties into a step-wise plan for enhancing your network and delighting your customers. 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 user experience, feel free to contact us at marketing.gp@greenpacket.com. Kindly quote the reference code, SWP1212 when you contact us.
  • 18. For more information on Greenpacket’s products and solutions, Associate please contact us at marketing.gp@greenpacket.com Member San Francisco · Kuala Lumpur · Singapore · Shanghai · Taiwan · Sydney · Bahrain · Bangkok · Hong Kong © Copyright 2001-2013 Green Packet Berhad. All rights reserved. No part of this publication may be reproduced, transmitted, transcribed, stored in a retrieval system, or translated into any language, in any form by any means, without the written permission of Green Packet Berhad. Green Packet Berhad reserves the right to modify or discontinue any product or piece of literature at anytime without prior notice.