Mobile has fast become the consumer’s first device. We wake up in the morning and turn off our alarm clock app on it. We then check our emails, our Facebook accounts, then news on our mobile device, all before we get out of bed. So it comes as no surprise that mobile video is quickly growing as yet another service on our mobile smartphones.

Today however consumers pay significant premiums for video viewing on mobile networks compared to more traditional channels, unless operators or content providers implement pricing initiatives to help make it more affordable. In a recent study, analysts from Analysis Mason found that, depending on the country, it costs consumers anywhere between 16 and 180 times more to watch 30 minutes of video on their smartphones using mobile data, than on pay-TV and fixed broadband services. When price differences are so large, it is not surprising that consumers are reluctant to view video content on mobile networks.

“Most successful organizations fail to look for new things their customers want because they’re afraid to hurt their core businesses. Companies rarely die from moving too fast, and they frequently die from moving too slowly.” – Reed Hastings, CEO of Netflix

Slide2 mobileCarriers are struggling to increase services revenue due to the ongoing pricing war and slowing number of phone net additions. Conversely, equipment revenue growth is decelerating due to the adoption of leasing programs and customers upgrading their devices less frequently. Mobile Video will help operators bolster revenue growth as the market for traditional wireless services continues to saturate. Network densification will be essential for operators to support increased data traffic from mobile video streaming. Carriers are pursuing partnerships to enhance wireless coverage and mobile video offerings.

Dynamically allocating resources to align to the fluctuating mobile traffic patterns is crucial to mobile operator success. Come hear our experts discuss dynamic resource allocation, orchestration, and enabling features to answer this question:

How Does a Mobile Operator Manage Video Traffic and Make Money at It?”

Tuesday, June 28, 2016 11:00 AM – 12:00 PM Eastern Time (GMT-5) 8:00 AM – 9:00 AM Pacific Time (GMT-8)
Speakers: Dave Clough, Cisco Sr. Solutions Architect, Biju Kachappilly, Cisco Sr. Mobile Product Manager, and Adam Davies, Cisco Sr. Video Solutions Manager

Host: Jim O’Leary, Cisco Sr. Mobile Solutions Marketing Manager

In this session you will learn how to:

  • See how T-Mobile Binge On, Verizon Go90, and other operators handle Mobile Video
  • Create new mobile service offerings profitably
  • Make your Mobile Packet Core more dynamic
  • Improve the customer quality of experience by working together with content providers, not against them

So what else can a Mobile Operator do?

Attend our June 28th Cisco Knowledge Network Session at 11:00am ET entitled, How Does a Mobile Operator Manage Video Traffic and Make Money at It?” register at http://bit.ly/1Ud6JlL

For more details download and read our white paper “A New Approach for Mobile Video Services

Read the latest Cisco Visual Networking Index.

And watch this space for a series of blogs on Mobile Video.


Jim O'Leary

Sr. Manager Mobile Solutions Marketing