@ 4G World: Increased video adoption leads to new optimization tools

CHICAGO—Video optimization techniques are getting more attention as wireless operators try to manage consumers’ increased appetite for YouTube and other videos on their networks.
Openwave Systems Inc. introduced a new version of its Media Optimizer, allowing operators to analyze and implement network optimization based on real-time conditions. The intelligence capability could reduce the operators’ transmission requirements up to 40%, and improve mobile video viewing experiences for customers.
Openwave’s Media Optimizer uses HTTP-AS (adapative streaming) a transport protocol used by Netflix and Hulu.
“Mobile video is growing rapidly in popularity and many operators are bracing themselves for the exponential growth in mobile data traffic that is expected in the coming years,” said John Giere, senior VP of products and marketing at Openwave. “While 4G upgrades are expected to absorb some of this data demand, dynamic in-network software solutions will play an essential role in enabling greater network efficiencies for mobile network operators.”
Giere said data traffic in North America is doubling every six months, in some Middle Eastern countries growth is doubling every two months and even in established markets like some in Asia, traffic is doubling every 12 months.
Bytemobile Inc., which also offers video optimization tools, said its research has found that most of the video consumed on mobile devices is user-generated content, accounting for about 48% of network video traffic. Users also are consuming video in the evening moreso than during the day. Joel Brand, Bytemobile’s VP of product management, said operators with faster network have more video consumption. “While not surprising, our findings in the 3Q 2010 Mobile Minute Metrics report indicate that we have only experienced the beginning of video’s impact on wireless networks,” Brand said. “As operators continue to migrate to next-generation wireless technologies and realize faster network speeds, video traffic growth will also increase more rapidly.”
Bytemobile updated its Unison mobile Internet platform, which was designed to balance what it calls “on-the-fly” video optimization with offline optimization of cached video content. “Enhancing video optimization with media caching capabilities enables operators to download and optimize a video once and serve it as many times as requested,” the company said. “Unlike standard caching technology, the Bytemobile solution seamlessly integrates video optimization and caching to enable both on-the-fly and offline optimization of content. The new media caching feature can reduce network downloads by 25% to 50% – further reducing the cost of video delivery and improving the overall economics of data services offered by operators.”