Wi Fi Beyond Offload

7/28/2019 Wi Fi Beyond Offload

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Copyright Openet Telecom, 2012

White PaperTaking Wi-Fi Beyond OfoadIntgrtd Wi-Fi ccss cn diffrntitsrvic nd gnrt nw rvnus

Monic PoiniPrsidnt, Sn Fii Consuting


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White Paper - Taking Wi-Fi Beyond Ofoad


INTRODUCTION - WI-FI IS MORe ThaN OFFlOaD

evrbod ovs Wi-Fi in tir smrtpons. For mobi oprtors, Wi-Fi s softnd t impct of

mobile broadband adoption, absorbing, through a low-cost or even free wireless interface, trafc that

otrwis woud v d to congstion. For subscribrs, Wi-Fi is snonmous wit fst, unimitd

nd fr connctivit. among tbt nd ptop usrs, Wi-Fi is nd is i to rmin t primr nd

prfrrd ccss intrfc for ong tim.

Yet mobile operators tend to have mixed feelings about Wi-Fi. It is used as an ofoad mechanism,

to protct cur ntwors from congstion nd to provid bttr srvic to subscribrs wn

ndd. Wrvr possib, owvr, t prfr to void Wi-Fi, bcus in most css t os

visibiit into subscribrs ctivitis nd do not now wt t quit of t subscribr xprinc

is. The reliance of Wi-Fi on heavily used licensed-exempt spectrum makes it difcult to manage

interference and provide a consistent service to subscribers. And, nally, operators have used Wi-Fi

s n nticing, but fr, dd-on, from wic t v not bn b to xtrct rvnus.

Wi-Fi can beand increasingly ismore than an ofoad interface onto which operators direct trafc

nd forgt bout it. Wn dopting n intgrtd, crrir-grd Wi-Fi ccss ptform wit poic

functionit in t cor ntwor, oprtors rtin visibiit into t subscribr xprinc, cn support

nw srvics tt dd vu to tir mobi brodbnd pns, nd incrs rvnus.

In tis ppr w xpor ow Wi-Fi ntwors cn bcom mor tigt intgrtd witin mobi

brodbnd ntwors nd, qu importnt, witin t srvic ptforms, b using progrms suc

s hotspot 2.0, Psspoint, NGh (Nxt Gnrtion hotspot), nd aNDSF (accss Ntwor Discovr

nd Sction Function). W outin xmps of ow oprtors cn us Wi-Fi to incrs rvnus,

offr bttr customr srvic nd coic, nd contro costs. Ts us-cs xmps incud dd-on

srvics tt provid ntrpris or crrir-grd scurit for ntrpris customrs, prsonid Wi-Fi

ccss, optimid us of ntwor rsourcs, roming cross domstic nd gob otspots, nd

vnu-bsd ntics nd ppictions.

Figure 1: Cisco Visual Networking Index(VN) Global IP Trafc Forcast, 2010-2015

85% of subscribers prefer Wi-Fi over cellular for some activities, and 87% would like to see greater

Wi-Fi availability, according to a Wakeeld Research study sponsored by the Wi-Fi Alliance in 2012.

according to Cisco IBSG stud in 2012, subscribrs prfr Wi-Fi ovr cur for its cost, spd,

ribiit, prformnc nd s of us, but t rt cur igr on covrg. Subscribrs

considrd scurit to b comprb in Wi-Fi nd cur ntwors.

Only a quarter of downloads among Android smartphone subscribers are over cellular (870 MB/

month on average), according to a 2012 report from NPD Connected Intelligence. The rest (2.5 GB)

is ovr Wi-Fi.

Cisco VNI estimates that 36% of current IP trafc is delivered through Wi-Fi. By 2015, Wi-Fi will

crr six times the trafc of mobile networks (this includes xed and mobile devices).

Table 1: A preference for Wi-Fi

Mobile Data (92% CAGR)

Fixed/Wired (24% CAGR)

Fixed/Wi-Fi (39% CAGR)


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WI-FI OFFlOaD TODay - a ReMaRkaBle SUCCeSS STORy

Initi viwd wit suspicion, Wi-Fi gind support from mobi oprtors wn t found out tt

Wi-Fi was the only solution that enabled them to address the rapid increase in data trafc driven by

mobi brodbnd doption tt ws cost ffctiv, did not rquir nw spctrum octions, ws

already available on many mobile devices and at many homes, ofces and hotspots, and provided

vn bttr prformnc tn mobi ntwors.

T initi ttitud mong oprtors ws tt Wi-Fi ws tmporr soution to rg unxpctd,

although welcome, increase in data trafc. But it has become clear that there is room for both LTE

nd Wi-Fi. and oprtors wi nd bot. Tr r mn ws in wic lTe nd Wi-Fi wi coxist,

nd t wi d to diffrnt strtgis in montition, srvic crtion nd customr rtntion.

Wi-Fi ofoad allows mobile operators to reduce the pressure from subscriber demand in locations

with a high concentration of users or trafc. Cellular networks still provide the wide-area and outdoor

covrg cross t oprtor footprint tt is rquird to support mobiit (.g., ndoffs for voic

cs). Wi-Fi most provids indoor connctivit for dt-intnsiv ppictions, wic impos

ug strin on mobi ntwor rsourcs, but it s on imitd support for mobiit, min in two

nvironmnts:

Privt ntworshom or ntrpris ntwors, wr Wi-Fi infrstructur nd bcu rtpic ownd or controd b t vnu ownrs.

Pubic otspotsIn pubic octions suc s stdiums, irports nd downtown rs,

providing ccss to rg numbr of usrs. T Wi-Fi infrstructur is ownd b mobi,

xed or hotspot operator, who controls the backhaul.

It is a balancing act that effectively segregates different trafc types. The mobile network best serves

sssions frqunt conductd wi in motion, suc s voic cs, but ngt vido strming

sssion isnt tpic conductd on t mov, nd Wi-Fi is oftn t prfrrd option. Wit sm-

c lTe dpomnts, mobi ntwors wi b b to t on rgr portion of t indoor, ig-

throughput trafc that today is carried by Wi-Fi, but spectrum limitations, cost considerations and

expectedly high trafc growth rates suggest that Wi-Fi capacity will continue to be required in the

forsb futur.

As video is forecast to the be the heaviest use of data, operators could use Wi-Fi for video trafc due

to t sttionr ntur of t usrs wn wtcing vido. Most pop wtc vidos in on pc

(.g., in t coff sop, on t trin or t om) wic in mn css is covrd b Wi-Fi. T dt

usg rtd to vido wic most dvrs impcts mobi ntwors is so t on t pop

least rely on mobility for. By preferentially allocating video trafc to Wi-Fi where available, operators

cn improv ntwor prformnc nd divr bttr customr xprinc.


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The FUTURe OF WI-FI aCCeSS

Integrating Wi-Fi in mobile and xed networks

With the increase in availability and use of Wi-Fi ofoad, several factors that limit further growth

potnti of Wi-Fi ccss nd t biit of oprtors to monti t srvic v bcom pprnt.

Tod, wn subscribrs mov to Wi-Fi, most oprtors os trc of wt t do, wt tir

xprinc is, or wtr tir connction is scur (Tb 2). Subscribrs m prfr Wi-Fi ovrwireline or cellular, but they often nd establishing a connection to new networks cumbersome and

tim consuming.

Carrier Wi-Fi is evolving from a hands-off ofoad approach to an integrated Wi-Fi access approach.

The integrated approach gives operators visibility into the Wi-Fi trafc and a ne-grained ability to

manage it in the same way they manage cellular trafc (Table 2).

T urgnc of ts cngs is drivn b mutip trnds:

Increase in video trafc, with a corresponding desire from mobile operators to shift as much

video trafc as feasible over to Wi-Fi (through either private or public access).

Incrsd us of VoIP ppictions ovr Wi-Fi. Ts rquir ow tnc nd jittr, nd nc

can greatly benet from deep-packet-inspection (DPI) and quality-of-service (QoS) functionality.

Growing rinc on bring-our-own dvic (ByOD) progrms in t ntrpris, wic rducs

ntrpris IT dprtmnts contro ovr mobi dvics.

Pnnd sm-c dpomnts combining 3G nd lTe intrfcs wit Wi-Fi in t sm

ncosur, s w to furtr incrs t cpcit of t undr ntwor. Oprtors nd to

integrate cellular and Wi-Fi networks to effectively allocate trafc within the site across available

wirss intrfcs.

The Wi-Fi Alliance Passpoint certication program and the Hotspot 2.0 specications provide

smss Wi-Fi ccss in pubic otspots nd wn roming. Wit SIM-bsd utntiction,

mobi dvics cn utomtic connct to n otspot oprtd b mobi oprtor or n of

its prtnrs, s t do wit cur dt roming.

The Wireless Broadband NGH inititiv provids roming frmwor tt fciitts roming

grmnts mong mobi nd Wi-Fi oprtors, nd stbiss roming bst prctics for Wi-Fi.

ANDSF fciitts discovr nd sction of non-3GPP ntwors in mobi dvics. Wit aNDSF,

operators can use PCRF-dened policies and real-time trafc management across mobile and

Wi-Fi ntwors.

Trafc Ofoaded at the Wi-Fi hotspot User plane: ofoaded at the Wi-Fi hotspotContro pn: troug t mobi ntwor

Subscribr xprinc No visibiit R-tim nticsNtwor sction Left to subscriber, leads to inefciencies Mngd b oprtor, bsd on ntwor od

Poic Not implemented over Wi-Fi trafc Poic & crging rus function (PCRF) xtnsib to Wi-Fi

Scurit No visibiit outsid oprtors ownWi-Fi otspots

Comprb to mobi ntwor wit SIM-bsd

utntiction

Trafc management Vr imitd R tim, intgrtd wit mobi ntwor

Montition Difcult because of lack of visibilityor control over Wi-Fi trafc

Poic-bsd crging wos nd roming rvnus

Diffrntition Sm functionit cross ntwors advncd srvics ow diffrntition cross oprtorsnd mrt sgmnttion

Table 2. Wi-Fi access: ofoaded or integrated

Enabling integration of Wi-Fi in mobile networks

Wi-Fi ofoad Integrated Wi-Fi access


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Figure 2: Monetization opportunities for mobile and xed operators. Source: Senza Fili

SaMPle USe CaSeS

Integrated Wi-Fi can deliver new revenues, differentiate services and provide additional

capacity

The next sections look at how these changes will transform Wi-Fi from an ofoad solution to a

wireless interface that plays a central role in mobile and xed networks, both to provide additional

capacity and to generate revenue. We use ve scenarios as examples of new Wi-Fi based services(Figur 2):

end-to-nd, poic-bsd scurit

Personalized, exible access

Optimid rsourc oction

Roming

Vnu-bsd ntics


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1 - SeCURING MOBIle DeVICeS aCROSS INTeRFaCeS

Increased vulnerability to security threats

Mobi dvics oprt in n nvironmnt of growing compxit, in wic t:

Support mutip ovr-t-ir intrfcs.

Cn ccss mutip pubic ntwors, oftn oprtd b mutip oprtors, in ddition to omnd ntrpris ntwors.

Cn stbis pr-to-pr connctions to otr dvics.

as t numbr of connctivit points incrss, so dos t numbr of potnti ntr points for

micious ttcs. at t sm tim, t rpid rising doption of mobi brodbnd ms mobi

dvics mor ig prid trgt for scurit xpoits, s vidncd b t mutiping numbr of

malware samples (from 1,000 in 4Q 2011 to 25,000 in 2Q 2012) isolated by TrendMicros Trendlabs.

In tis contxt, Wi-Fi cn b scurit concrn. Wi-Fi Protctd accss II (WPa2) provids stt-

of-the-art protection for the over-the-air Wi-Fi link. But to protect mobile devices, mobile trafc also has

to b protctd witin nd bond t Wi-Fi ccss point, troug t bcu in nd t w

to t intrnt or to t corport ntwor.

In the dominant ofoad usage model, subscribers who move to Wi-Fi have very little control overscurit, bcus it dpnds on t ntit tt oprts t otspot. In mn css t r not vn

wr of t scurit riss.

Oprtors nd vndors cn p n importnt ro in tis contxt, bcus oprtors now from t

ntwor prspctiv nd vndors now from t dvic prspctiv ow scur t connctions usd

by subscribers are, and how to manage trafc accordingly (Table 3). As a result, they can assist:

Individu usrs wo wnt to njo scur connctivit, witout ving to ctiv mng

connction nd stbis tir v of scurit. For instnc, smrtpon usr migt wnt to

connct on to trustd Wi-Fi otspots, but migt not now wic ons t r. anotr usr

migt ccpt n unscur connction wn strming youTub vidos, but migt not wnt to

snd pmnt informtion ovr untrustd ntwors.

Enterprises requiring that their employees access the corporate network using only specicinterfaces, but otherwise give them more exibility. Because mobile devices can access

mutip intrfcs, mngd b mutip ntitis (.g., om ntwors, coff sops, irports,

mobi oprtors), nd mpos us tir own dvics undr ByOD progrms, it s

bcom cng for ntrpriss to mng scurit ovr pubic ntwors. entrusting tis

ts to n oprtor tt s bttr visibiit into t ntwor cn b vr ttrctiv nd rsut in

better connectivity and lower costs. Government, military and other verticals (e.g., the nancial

srvics) wit ig v of scurit rquirmnts r i to b t most intrstd in

scurit srvics, spci if oprtors cn gurnt tt tir nd-to-nd scurit poic cn

b xtndd bond tir intrn ntwor nd impmntd witin t mobi ntwor.

Table 3. Security

Providrs Mobile operators: for mobi dvics wit cur connctivit (.g., smrtpons)

Cable, DSL, and ber operators; hotspot operators: for mobi dvics witout curconnctivit (.g., Wi-Fion tbts)

Srvics End-to-end security: provid scur connctivit cross intrfcs supportd (.g., 2G, 3G, lTend Wi-Fi)

Policy-based security: provid mutip scurit vs dpnding, for xmp, on ntwor ccssd(.g., tigtr scurit for ccss to corport ntwor), ppiction (.g., vido strming m vowr scurit rquirmnts tn vido cs), intrfc tp (.g., no corport ccss troug tird-prt otspots)

Trgts Enterprise users: operator can implement policy dened by enterprise consistently over diffrntwirss intrfcs

Individual users: smss protct subscribrs rgrdss of intrfc usd


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2 - CellUlaR OR WI-FI?

Flexibility and choice for a personalized service

For most of tods mobi dvics, Wi-Fi nd cur connctivit coxist s pr, but most

sprt, functioning mods. Wn using Wi-Fi, dt cps no ongr pp nd t trougput

incrssso most subscribrs tr to b in oction wit Wi-Fi ccss wn t wnt to us

Sp, Pndor or youTub, or wnt to downod softwr upgrds. Mobi oprtors so

ncourg tis pproc; in som css, t m Wi-Fi t dfut intrfc for srvics suc s

upgrds.

T prviing mod is usr-drivn pu, wr t subscribr ms n ctiv dcision to switc to

Wi-Fi, wit possib xcption wn t subscribr is witin t covrg r of otspot ownd

b t mobi oprtor. Tis mod is ffctiv, bcus most subscribrs v cr incntivs

cost and performanceto switch to Wi-Fi. It does not, however, maximize the ofoad potential,

bcus most usrs us on frction of tir mobi ownc, or m us ppictions i

mi or soci ntworing tt rquir itt bndwidt. In bot css, switcing to Wi-Fi grnts itt

dvntg, nd turning Wi-Fi on sortns t bttr if of t dvic. Mn of ts subscribrs r

not likely to use Wi-Fi ofoad even when available.

Wit t introduction of fstr lTe ntwors, t prformnc incntiv to mov to Wi-Fi wi bgrt rducd. Unss oprtors t mor ctiv ro, w m s drop in t prcntg of

Wi-Fi trafc where LTE is available.

With a user-driven pull model, mobile operators benet from Wi-Fi access mostly as a cost-cutting

and customer-retention tool. With Wi-Fi ofoad, per-bit costs go down (especially when using private

ccss) nd customr stisfction incrss (bttr prformnc for Wi-Fi usrs, ss congstion for

vrbod s). But t montition opportunitis r minim, bcus Wi-Fi ccss is fr

dd-on.

Oprtors cn cng tis b switcing to nudg mod tt crts t pproprit incntivs for

subscribrs to us Wi-Fi wr vib, but scwing v-ndd pus mod, in wic t

oprtor utomtic switcs subscribrs to Wi-Fi wr tis is cost ffctiv. Not on is pus

mod uni to b w rcivd b subscribrs, it so woud b inffctiv t optimiing t us of

ntwor rsourcs (mor on tis in t nxt sction).

Of course, charging subscribers for private Wi-Fi access is going to remain a difcult proposition,

bcus t subscribr owns t ccss point nd ps for bcu. (In t US, toug, T-Mobi

crgs for voic-ovr-Wi-Fi cs t sm w it dos for cs ovr t mobi ntwor.)

a mor ffctiv pproc is to void tonng-bsd crging mod for Wi-Fi ccss, wit

t xcption of roming, wr w xpct tt ccss fs wi continu to prvi, nd mov to

poic-bsd, prsonid pproc to Wi-Fi ccss mngmnt tt nbs mobi oprtors to

mor ffctiv sgmnt t mrt nd mt diffrnt prfrncs mong its subscribrs.

a policy-based, personalized approach to Wi-Fi access....enables mobile operators to more effectively segment themarket and meet different preferences


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For instnc, t oprtor cn provid diffrnt options in ddition to t currnt usr-pu mod,

suc s:

Best performance: T oprtor smss movs t mobi dvic to t ntwor tt

s t bst prformnc. Tis cn b don rgrdss of cost (for prformnc-orintd,

ss pric-snsitiv subscribrs), or ting into ccount cost considrtions (.g., connct to

LTE if performance is better than Wi-Fi, but only if monthly usage is still well within the trafcownc imits). T subscribr cn cng t prfrncs on r-tim bsis (.g., us

t bst-prformnc option on during businss trips, not on wnds, if ddition costs

m b incurrd s rsut of scting tis option).

Freedom: T subscribr sts is or r own poic for Wi-Fi connctivit, on t bsis of cost

nd prformnc trd-offs (.g., mov to lTe, t ddition cost, but do so on ftr sing

subscribers approval and/or under conditions dened by the subscriber), type of networks

allowed (e.g., do not allow Wi-Fi connectivity over unsecure networks, even if free), and/or

ppiction tp (.g., ow vido strming on ovr Wi-Fi, but VoIP cross intrfcs).

Lowest cost: For pric-snsitiv subscribrs t oprtor m offr n option in wic it is

t oprtor tt dcids wic intrfc t dvic soud us (.g., Wi-Fi wn it is cost

effective, but in some cases the operator may prefer to move trafc back to cellular to provide

bttr xprinc to its top-tir subscribrs using Wi-Fi), itr ws, or for prcntg oftim, or t som ours during t d (.g., during p ours).

Ts options go bond t tim-bsd crgs for Wi-Fi ccss. T so rquir tt Wi-Fi b

integrated with the mobile network, that the mobile operator can manage trafc in real-time over both

t mobi nd Wi-Fi ntwors, nd tt t Wi-Fi ntwor supports poic-bsd crging s w s

hotspot 2.0 nd aNDSF functionit.

Of course operators can choose from a wide array of options those that will be a better t for their

mrt or tos tt wi diffrntit tm from tir comptitors. Ts options wi nb oprtors

to offer a more personalized service that provides additional value and exibility to their subscribers.


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3 - TRaFFIC MaNaGeMeNT

Increasing the efciency of network resources

The coexistence of mobile and Wi-Fi interfaces can be used to provide a personalized, exible

service in which subscribers can choose the policy for Wi-Fi use that best ts their needs and

wiingnss to spnd. at t sm tim, t coic btwn mobi nd Wi-Fi ntwors is vr

importnt too for oprtors to incrs t utiition of ntwor rsourcs, wn it is combindwith real-time trafc management across the network interfaces. The two approachesservice

prsonition nd ntwor usg optimitionnic compmnt c otr: t oprtor cn

prioritize trafc, nding the best tradeoff between subscriber preferences and availability of network

rsourcs.

In most cases, todays Wi-Fi ofoad is driven by static policies that are not affected by location,

time of day, application, or, even more importantly, real-time trafc load of networks available to the

dvic. In n nvironmnt wr Wi-Fi provids owr-cost, bttr-prformnc connctivit but

imitd covrg, tis is simp, s-to-impmnt pproc tt wors rib w.

as w mov to nw scnrios wr t Wi-Fi ntwor migt b mor ovrodd tn t cur

ntwor (s most subscribrs mov to t Wi-Fi ntwor oping for fstr connction) nd wr

cellular capacity might be much higher due to the use of wider LTE channels and/or small cells, the

current approach will quickly become insufcient for managing trafc effectively.

Oprtors wi wnt to mximi t us of tir cur ntwors wi voiding congstion, nd

encouraging Wi-Fi ofoading might leave them with precious mobile capacity unused. Subscribers,

used to moving to Wi-Fi for better performance, might in fact nd that the cellular network is now

prfrb.

Of cours, ving subscribrs in crg of ntwor sction, s is t cs tod, imints t

opportunit to fu monti t opportunit offrd b muti-tir, muti-intrfc ntwors wr

rtiv prformnc vris s function of oction, subscribr od, nd infrstructur vibiit.

Tis is wr t options prsntd in t prvious sction bcom mor powrfu. In ddition

to providing choice, they also are a way to efciently allocate network resources and maximize

rvnus.

In the example on page 8, the operator would prioritize trafc to best-performance subscribers inmost css, but p n so to t frdom subscribrs. So, for instnc, voic cs cn b

pt on t lTe ntwor for bot tps of subscribrs, but ig-trougput vido strming from

a xed location could be moved to a Wi-Fi network if there is sufcient capacity and the trafc ow

cn b prioritid. at t sm tim, ow-cost subscribrs wi b ssignd to t ntwor wit t

best residual capacity after trafc from other subscribers is taken into account. As a result, these

subscribrs cn gt s good connction s igr-ping subscribrs t off-p tims nd

octions, but wi xprinc sowr connctions wn t Wi-Fi or mobi ntwor is t cpcit.

The adoption of integrated real-time trafc management across the Wi-Fi and mobile networks

wi so widn t scop for dnmic pricing tt ows oprtors to provid fstr connctivit

or additional trafc allowances, charging fees that are determined by real-time trafc load (e.g.,

t oprtor coud crg prmium during p ours t congstd octions, but provid fr,

unlimited access during the lowest trafc hours in the middle of the night to encourage scheduling ofnon r-tim srvics suc s downods nd softwr upgrds wn cpcit is virtu fr).


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4 - SEAMLESS DATA ROAMING

Making Wi-Fi roaming as easy as mobile roaming

Wi-Fi s ong bn fvorit option of subscribrs trving brod, bcus it wors in vr

countr nd, wr vib, it is tpic cpr tn mobi ccss or vn fr. Scurit,

toug, is biggr issu, bcus visitor migt not now wic otspot oprtors cn b trustd,

itr wit crdit crd informtion srd for pmnt or wit t connction itsf. anotr sourc ofdissatisfaction is that it often takes signicant time and effort just to establish a connection, with the

usr rquird to ntr considrb mounts of informtion.

Home operatorseither xed or mobile broadband onescan greatly facilitate international roaming

b nbing scur nd smss connctivit troug roming prtnrs, crging t subscribrs

troug t mont bi, nd b using t sm utntiction crdnti usd in t om ntwor.

Tis is t functionit tt t Psspoint nd NGh progrms striv to bring to Wi-Fi roming. T

oprtor stbiss ntwor of prtnrsips wit otspot oprtors in w tt is comprb to

tt usd mong 3GPP oprtors nd subscribrs gin smss ccss to ts otspots s t

woud wit cross mobi oprtors in diffrnt countris. Wit SIM-bsd utntiction nbd,

subscribrs now t r connctd to trustd ntwor nd wi not b rquird to ntr n

prson or pmnt informtion. as pid srvic, t cn so xpct tir prformnc nd

ribiit xpcttions to b mt. es of us nd scurit grt incrs t vu of connctivitnd w woud xpct tt mn usrsspci if t wnt to connct to tir om corport

ntworwoud rtr us scur, f-bsd soution vi trustd oprtor tn t fr

connction t t nrb coff sop wit unrib srvic providd b n unnown ntit.

Poic cn furtr improv t quit of t xprinc, if st to provid intrntion roming pns

that offer automatic connectivity to a specic set of hotspots (e.g., hotspots operated in another

country by the home operator) or to hotspots within a specied country, or that offer only limited

connctivit in trms of ppictions (.g., to void xcssiv crgs) wn roming, or tt cp

crgs t crtin mont mount.

Operators can experiment with different policy approaches to nd out which ones are the most

ffctiv. yt t wi b b to vrg poic from t outst b crting mor trnsprnt

environment in which subscribers have more information, exibility and choice in their roaming

options in gnr, nd for Wi-Fi in prticur. For instnc, subscribrs wi b mor i to ccpt roming connction if t now tt t mximum di crgs cnnot xcd pr-st mount,

or if t now tt t otspot prtnr t sctd supports SIM-bsd utntiction nd s

scur Wi-Fi ntwor.


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5 - VENUE-BASED INTELLIGENCE AND RETAIL INCENTIVES

Leveraging the power of location

Wi-Fi hotspots are valuable not only to operators for ofoading trafc and to subscribers who want

fstr connction. T r so vub to t ownrs of t vnus wr t otspots r

octd. knowdg bout wic customrs r on t prmiss, wr t r, nd ow t

r moving witin t covrd r is ig vub to, s, m ownrvn if, of cours,nonmid to protct privc. T biit to rc ts usrs to inform tm of promotions,

discounts, or upcoming vnts is qu vud, wtr it is fr, d-bsd Wi-Fi ccss or tid

to subscription- nd oction-bsd srvic (.g., t subscribr grs, upon ntring m, to

rciv coupons troug t smrtpon). as mor nd mor subscribrs us pric-comprison

toos wi visiting rti stors but nd up ming tir purcss onin, t biit to gtr

intignc bout customr bvior nd ct on it is bcoming n sst wort ping for.

Oprtors tt v Wi-Fi otspots witin vnu cn wor togtr wit vnu ownrs to p

tm coct visitor ntics nd mng customr-fcing offrs nd srvics. T cn so joint

offer specic venue-based services or applications targeted at the operators subscribers. For

instnc, musum cn provid informtion on n xibition fr to t oprtors subscribrs but

crg otrs for it, or provid fr ddition contnt. Or n oprtor coud offr its subscribrs fr

or prioritid ccss t vnu wr it oprts, but v rvnu-sring grmnt wit tvnu ownr for otr visitors. In ospit or scoo, t otspot oprtor coud p t institution

mng communictions wit ptints or studnts in xcng for ccss to t otspot sits in t

r dpod, in ordr to provid ccss to its subscribrs.

SUMMaRy: MONeTIzING INTeGRaTeD WI-FI aCCeSS

Beyond ofoad, Wi-Fi brings more exibility, new services and greater efciency

Wi-Fi is ready to move beyond ofoad. Ubiquitously installed in mobile data-centric devices, Wi-Fi

is expanding its role in carrying wireless broadband trafc in both private and public networks.

as it bcoms mor dp intgrtd into t mobi ntwor infrstructur, Wi-Fi wi provid

t sm smss xprinc tt subscribrs r usd to in cur ntwors. automtic SIM-bsd utntiction, optimid ntwor sction, scur connctivit, nd poic-bsd srvic

options wi incrs t vu of Wi-Fi ccss vn s oprtors mov to igr-cpcit, fstr lTe

ntwors.

Operators can leverage the evolution in Wi-Fi access andwith the complement of policy, QoS

and DPI functionalityoffer more choice and exibility to their subscribers, manage their network

resources more efciently, differentiate their services from the competition, and segment their market

ffctiv. T wi so b b to xpnd tir roming Wi-Fi offring wit SIM-bsd, scur

utntiction nd common frmwor nbd b Psspoint nd NGh, to provid smss

connctivit cross gob ntwors of prtnr oprtors. and tir tis wit vnu ownrs wi

nb oprtors to stbis prtnrsips to support t vnu ownrs fforts to coct visitor

ntics nd provid vnu-bsd offrs nd srvics.

aCRONyMS

2G - Scond gnrtion3G - Tird gnrtion3GPP - Tird Gnrtion Prtnrsip Projct

aNDSF - accss ntwor discovr nd sction functionByOD - Bring our own dvicCaGR - Compound vrg growt rtDPI - Dp pct inspctionDSl - Digit subscribr in

IT - Informtion tcnooglTe - long Trm evoutionNGh - Nxt Gnrtion hotspotPCRF - Poic nd crging rus functioQoS - Quality of serviceSIM - Subscribr idntit moduVoIP - Voic ovr intrnt protocoWPa2 - Wi-Fi Protctd accss II


12/12


Dublin, IRELAND

6 Beckett Way /

Park West Business Park /

Dublin 12

Tel: +353 1 620 4600

Reston, Virginia, USA

1886 Metro Center Drive /

Suite 310 /

Reston, VA 20190

Tel: +1 703 480 1820

Kuala Lumpur, MALAYSIA

Level 26, Centrepoint South /

The Boulevard,Mid Valley City /

Lingkaran Syed Putra / 59200 Kuala Lumpur

Tel: +60 (3) 2 289 8500www.openet.com [email protected]

12

Whit par - Taking Wi-Fi Beyond Ofoad

aBOUT OPeNeT

Sinc t introduction of mobi dt srvics in 1998, Opnt s pd srvic providrs

cpiti on opportunitis nd ovrcom cngs. Wit comptitiv prssur ccrting,

tods srvic providrs r on Opnt softwr to vov businss mods round ntworing

smrtpons, M2M dvics, nd tird prt srvics. Opnts portfoio combins poic nd

crging contro wit dvic nd tird prt intrction to nb innovtiv crging mods, tocontro oprtingcost, nd to prsoni srvics. Mor tn 80 of t words rgst srvic

providrs in 28 countris us Opnts ig prformnc softwr.

For mor informtion, ps visit www.opnt.com.

aBOUT SeNza FIlI

Sn Fii provids dvisor support on wirss dt tcnoogis nd srvics. Sn Fii v

in-depth expertise in nancial modeling, market forecasts and research, white paper preparation,

businss pn support, RFP prprtion nd mngmnt, du diignc, nd trining. Tir cint

base is international and spans the entire value chain: clients include wireline, xed wireless and

mobi oprtors, ntrpriss nd otr vrtic prs, vndors, sstm intgrtors, invstors,

rgutors, nd industr ssocitions.Sn Fii provid bridg btwn tcnoogis nd srvics, ping tir cints ssss

stbisd nd mrging tcnoogis, vrg ts tcnoogis to support nw or xisting

services, and build solid, protable business models. Independent advice, a strong quantitative

orinttion, nd n intrntion prspctiv r t mrs of tir wor.

For ddition informtion, visit

www.senzaliconsulting.com or contact them at [email protected] or +1 425 657 4991.

aBOUT The aUThOR

Monic Poini is t foundr nd prsidnt of Sn Fii. Monic writs xtnsiv on t trnds,

technological innovation, and nancial drivers in the wireless industry in reports, white papers,bogs, nd rtics. at Sn Fii, s ssists vndors in gining bttr undrstnding of t srvic

providr nd nd usr mrts. S wors ongsid srvic providrs in dvoping wirss

dt strtgis, nd in ssssing t dmnd for wirss srvics. Indpndnt dvic, strong

quntittiv pproc, nd n intrntion prspctiv r t mrs of r wor.

Monic s PD in Cognitiv Scinc from t Univrsit of Ciforni, Sn Digo, n MBa from t

University of Oxford, and a BA/MA in Philosophy from the University of Bologna (Italy). She can be

contacted at [email protected]

Wi Fi Beyond Offload

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