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For Service Providers, the Opportunity to MOVE to Greater Profitability

Mobile data traffic will surge through 2015, growing 26-fold to 75 exabytes per year.  A remarkable 66% of that traffic will be video!  (Source:  Cisco VNI Mobile Data Traffic Forecast, 2010-2015).  My family uses an iPad or iPhone to watch Netflix movies and YouTube video clips and I see a lot of smartphone and tablet users doing the same.

This explosion in mobile data and video traffic creates challenges for service providers and mobile operators.  First, to reliably provide a user experience that is “more” – more personal, more visual, more social, more collaborative, and more productive.  Second, to efficiently manage the sudden increase in data traffic while concurrently expanding the number and kinds of services offered.  AND, as if that weren’t enough, to do all this while decreasing costs and increasing revenues.

Definitely not business as usual… in fact, “challenging” may be an understatement.

Fortunately, the networks creating these challenges can also turn these challenges into opportunities with a new set of solutions we’ve named “Cisco MOVE” (Monetization, Optimization, and Videoscape Experience).   We asked ACG, a respected analyst firm, to verify Cisco’s MOVE value propositions.  Here are some of their key findings:

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Cisco MOVEs the Mobile Internet

As we gather in Barcelona for this year’s Mobile World Congress, I am excited about the announcement of our new strategic framework for Cisco’s Service Provider mobility solutions.

We’re calling this framework “MOVE,” which stands for Monetization, Optimization, and Videoscape Experience, and it expresses our plan to design and deliver network solutions that will help mobile operators succeed and profit in this rapidly changing environment.

As we heard in the recent Cisco Mobile VNI Forecast, mobile users are driving huge increases in mobile Internet traffic, with the majority of that traffic being mobile video, with its high bandwidth and QoS demands.

To manage this tidal wave of video traffic, mobile operators face a three-fold challenge: they must monetize their networks by developing new services and business models; they must optimize their networks to ensure reliable service delivery at low cost; and they must differentiate and personalize their video services to satisfy every-growing consumer expectations.

With MOVE, we introduce three new solutions to help mobile operators meet these challenges:
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