According to the Cisco Mobile Visual Networking Index (VNI), mobile data traffic grew 2.6 fold in 2010, nearly tripling for the third year in a row. Growing mobile data demand caused by the huge growth of smartphones, tablets, and other mobile devices is continuing to drive the evolution of mobile networks worldwide.
However, if not properly managed and monetized, this growth in traffic will outpace growth in revenues. Intelligence, scalability, reliability, and service enablement are all key factors in helping mobile operators not only control this huge wave of mobile data, but also launch new, revenue-generating services.
Mobile Policy and Charging Control (PCC) is one of the main tools used to manage and monetize mobile traffic. This is pushing the policy market into hyper-growth mode. According to Infonetics Research Analyst Shira Levine, policy management revenues were up 48% last year, and will quadruple by 2015.
“The policy engine is the brains of how you want the network to treat different things at different times. It’s essential.”
Tony Melone, CTO of Verizon Communications, Fierce Wireless, March 16, 2011
Today, as an enhancement to the Cisco M.O.VE (Monetization, Optimization, Video Experience) strategic framework, we are introducing our next generation Cisco Policy and Charging Control Solution with the insertion of our Cisco Policy and Control Rules Function (PCRF) that addresses the performance, reliability, and scalability challenges of mobile networks. The Cisco solution consists of three new components:
- The Cisco Intelligent Policy Control Function (IPCF): A 3GPP-compliant Policy and Charging Rules Function (PCRF) to support volume usage management in both centralized and distributed environments.
- The Cisco Subscriber Service Controller (SSC): A 3GPP-compliant Subscriber Policy Register (SPR) function for exchanging both static and dynamic subscriber profile data with the Cisco IPCF. With the optional Decision Center functionality, the Cisco SSC enforces aggregate volume usage rules across groups of subscribers sharing a common account.
- The Cisco Policy Provisioning Tool (PPT): A graphical user interface for facilitating the definition of policy rules and managing their distribution to the deployed Cisco SSC and Cisco IPCF nodes.
The Cisco IPCF will work directly with our Policy Control Enforcement Function (PCEF) supporting flow gating, rate limiting, policing, shaping, Diffserv marking, and other features. Coupled with our integrated deep packet inspection capabilities, 3GPP QoS controls, and advanced Gx reporting capabilities on the Cisco ASR 5000, GGSN, Home Agent, Serving Gateway, and PGW, the Cisco PCC Solution provides an unmatched platform for meeting and exceeding the requirements of mobile operators.
The Cisco PCC Solution is an integral part of the Cisco ASR 5000 mobile core platform and leverages the intelligence inherent in the comprehensive Cisco next-generation mobile architecture to ensure maximum control and optimum performance at minimal cost. The solution has the scalability and reliability to address the mission-critical nature of data and policy moving forward. Our policy management solution enables operators to create new revenue streams by delivering personalized services based on operator policies, user choice of services, and subscription plans.
So as mobile data traffic continues to grow, it will be critical to have a network with the intelligence and performance capabilities that will M.O.VE the bottom line.
For more information, please watch our webcast presented on June 9, 2011: