Actix has called for mobile operators to embrace information from Over The Top (OTT) services to target network investment, focus optimization and improve experience for the smartphone user.
Mobile operators have been wary of the threat to revenues from OTT players such as Flickr, Skype, Instagram and even Twitter. However, Actix has integrated live social media sources into its flagship ActixOne platform enabling mobile operators to improve customer experience where it matters most.
According to the GSM Association, mobile data usage will overtake voice globally by 2018 and the growth in mobile internet services makes it increasingly challenging for mobile operators to keep pace with data demand. By integrating geo-located information from data sources such as Twitter and Instagram, ActixOne helps mobile operators understand when and where users are consuming OTT services and therefore target and deliver more effective and reliable subscriber experiences on mobile networks.
Neil Coleman, Director of Global Marketing at Actix commented: “In 2010 global mobile internet traffic was less than 1% of total internet traffic. By the end of 2012 it was 13% and growing sharply, driven by browsing and, particularly, social media. Mobile networks that were not built to manage the huge demand for mobile data have to adapt fast. Geo-located analysis of social media and other OTT services gives mobile operators the insight to quickly understand where users are congregating and the services they are using at different locations.”
Smartphones are also driving new user activity. “Unlike the fixed line internet, mobile data users are uploading as often as they download,” commented Coleman. “With a good quality camera on every smartphone, people are taking and sharing pictures and videos, so the capability to get fast upload as well as download times is essential if a mobile network is to be fit for purpose.”
The integration of geo-located social media information even enables operators to understand the behavior of users of a rival network. “This can help operators see where there are new potential pockets of revenue they can attract by extending their network coverage or growing capacity for the future,” concluded Coleman.