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
Another CTIA has come and gone. Despite being tempted to sit by the pool all day (it was 85 degrees compared with the typical 40 degrees in Boston), CTIA surprised us all by being very busy in spite of “being too close to MWC” and “Orlando not being a great location.” The show was all a buzz on the recent AT&T and T-Mobile announcement. It seems like every show needs a big announcement like that to set the stage.
We were able to continue the momentum we set at MWC to talk to our customers and the media about our M.O.VE. strategic framework. Everyone agrees that monetization, optimization, and video are the hot topics, and are the main challenges that operators are working to address. It’s always exciting to talk about the tie-in between our recent customer announcements at Reliance and MegaFon and our M.O.VE solution.
At Mobile World Congress last month we introduced our M.O.VE strategic framework and we’re already seeing the message take off. We recently announced our relationships with major mobile operators, MegaFon in Russia and Reliance Communications in India. Both of these operators are taking advantage of solutions within the M.O.VE strategic framework.
M.O.VE, with its targeted approach to helping operators monetize and optimize their mobile networks while enhancing the video experience, appears to be the right framework at the right time, and speaks to operators’ technical, financial, and business needs in a comprehensive and tangible way.
As mobility becomes a characteristic of an increasing number of networking services, Cisco is not just driving advancements with its mobile internet architecture, but as the MOVE announcements highlight, it is about interconnecting the mobility technology brought in last year with the acquisition of Starent with the routing and switching and video technology to create cross architectural differentiation.
For closing thoughts on Cisco at MWC 2011, I caught up with Kit Beall, VP of World Wide SP Mobility Sales, to discuss where Cisco mobility has been, how it is perceived by the customers today, and where it’s going next year:
Earlier, I also had a quick exhange with Nick Adamo, SVP of World Wide SP Sales where we talked about some of the feedback we heard during our customer meetings this week on Cisco’s vision for mobility and the network architecture:
In case you weren’t able to join us at Mobile World Congress show this week, I wanted to share what we are highlighting at our booth and during my presentation. Thanks to a Cloud delivery model paired with an intelligent end-to-end network, we believe that our SP customers are positioned well to Monetize and Optimize their services over the network from the data center more flexibly while offering richer experiences for their customers versus their OTT competition.
Cisco has the ability to enable a Mobile SP service via the Cloud from multiple angles:
Tested and deployed Cloud-enablement solutions (Hosted Collaboration Solution and Infrastructure as a Service)
Professional design and implementation support from the first-class Cisco Advanced Services group
The industry’s best-of-breed ecosystem partners for orchestration, virtualization, and storage
What follows is the presentation I gave earlier today at Mobile World Cogress during the App Planet Forum Series: