delivering a better data and video experience
TRANSCRIPT
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14 November 2013
Delivering a Better Data and
Video Experience
Mark Davis, Sr. Director, Product Marketing, Citrix Service Provider Platforms
Jannie Van Zyl, Executive Head: Innovation, Vodacom SA
Case Study: Vodacom
© 2013 Citrix | Confidential – Do Not Distribute
Topics
• The effects of data and video traffic on the network – and on
subscribers
• Techniques for managing the data traffic growth and QoE on 2G, 3G
and 4G networks
• Case Study: Vodacom South Africa - delivering a better smartphone
experience
© 2013 Citrix | Confidential – Do Not Distribute
$2.6B revenue
8,300+ employees
250,000+ customers
10,000+ partners in 100 countries
#1 Desktop & App virtualization
#2 Cloud Networking
#1 Public Clouds
#2 Web Collaboration
By the numbers…
#1 in web and video optimization for mobile networks
© 2013 Citrix | Confidential – Do Not Distribute
12+ years as web & video optimization leader
4
135+ operator customers in 60+ countries
55+ video optimization deployments
48% market share
© 2013 Citrix | Confidential – Do Not Distribute
The global impact of mobile video
6
Video is the Majority of Traffic on Mobile Networks
Source: Citrix ByteMobile Mobile Analytics Report, October 2012
iPad Owners Are Videoholics
© 2013 Citrix
© 2013 Citrix | Confidential – Do Not Distribute
Insufficient network capacity to accommodate peak
video demand
Source: Citrix ByteMobile data from live customer network
Excessive network utilization = poor subscriber experience
7
© 2013 Citrix | Confidential – Do Not Distribute 8
What is a good or bad experience?
© 2013 Citrix | Confidential – Do Not Distribute 9
What is a good or bad experience?
Subscribers will select a lower resolution video to ensure continuous playback
© 2013 Citrix | Confidential – Do Not Distribute
Phase 1 for constrained networks: optimize
everything, reduce data volume
Optimize
Operator Impact
Techniques
11
Protect the network. Control costs. Reduce stalling.
Allow more subscribers to access the network.
© 2013 Citrix | Confidential – Do Not Distribute
This approach has worked well
12
• T-Mobile Germany and Vodafone have far better mobile
Internet performance, as measured by 2012 benchmarking (measured by both 2012 Netztest of ‘Chip’ magazine and P3 Communications)
• Both are Citrix ByteMobile video and web optimization
customers
© 2013 Citrix | Confidential – Do Not Distribute
For LTE networks: selective & smarter optimization,
user experience-centric Operator Impact
13
Techniques
Improved experience = more video consumption= higher data revenue
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0
10
20
30
40
50
60
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80
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12:00:00 AM 4:00:00 AM 8:00:00 AM 12:00:00 PM 4:00:00 PM 8:00:00 PM 12:00:00 AM
Sta
llin
g / 6
0 S
eco
nd
s o
f V
ideo
Video stalling and data volume over 24 hours
Stalling without Optimization Stalling with Optimization
This approach has worked well, too
14
Without
optimization, video
experience ranges
from bad to terrible
With optimization,
video experience is
dramatically
improved and
consistent
throughout the day
© 2013 Citrix | Confidential – Do Not Distribute
About Vodacom
16
• Subscribers ᵒ 36 Million Subscribers
ᵒ 20 Million Data Capable Devices
ᵒ 15 Million Active Data Users
ᵒ 7 Million Smartphones & Tablets
• Network ᵒ ~ 10 000 Base Stations
• ~ 6000 43.2Mb/s
• ~ 750 LTE
ᵒ 99.8% 2G Coverage
ᵒ 90% 3G Coverage
ᵒ 7Mb/s (netindex)
• Traffic ᵒ 3 Petabytes per Month
• 1.5PB from Smartphones
ᵒ >400 TB Video per Month
ᵒ 80%+ YoY growth
South Africa’s Leading Mobile Network Provider
© 2013 Citrix | Confidential – Do Not Distribute
The problem
• Users expect instant gratification
ᵒ Won’t wait for a web page to load
ᵒ Don’t want their video to stall
ᵒ Experience on Vodacom network not where
we wanted it to be
• Continuous pressure on available
network bandwidth
• Deployed the Citrix ByteMobile traffic
management platform in 2012
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Compression techniques offer greatest user
experience benefits
• 55% of videos being optimized using compression
• 45% of videos being optimized using lossless techniques (e.g. just-in-time)
• Compression trades resolution for smooth delivery
0.0%
5.0%
10.0%
15.0%
20.0%
w/out compression w/ compression0
5
10
15
20
25
30
35
40
45
w/out compression w/ compression
% v
ide
os s
talle
d
Sta
lling tim
e (
s)
Avg. stalling duration per minute of video Daily video stalling
-59% -79%
17.6%
7.3%
40.8
8.4
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Complementary benefit: bandwidth is made
available to more users
• Compression yields lower
bandwidth utilization per
video
• Allows network to support
more video users, while
improving video experience
1485 kbps
980 kbps
0.0
200.0
400.0
600.0
800.0
1000.0
1200.0
1400.0
1600.0
Lossless Lossy
Average video throughput
w/out compression w/ compression
Th
rou
gh
put (k
bp
s) -34%
© 2013 Citrix | Confidential – Do Not Distribute
Stalling reduction made the user experience so
good, we decided to make an advert
http://www.youtube.com/watch?v=-pvmEzr7FXI
© 2013 Citrix | Confidential – Do Not Distribute
Stalling reduction made the user experience so
good, we decided to make an advert
http://www.youtube.com/watch?v=-pvmEzr7FXI
© 2013 Citrix | Confidential – Do Not Distribute
What’s next for the Vodacom network?
Address delivery delays caused by content
servers: media caching
Actively manage streaming video:
streaming policy control
Measure and score the user experience in order
to further improve it: user experience indexing
Vodacom
Stand E08D
Citrix ByteMobile
Stand B23