10 ways to deal with mobile data capacity crunch

The rapid growth of mobile data traffic is well documented. New faster technologies such as 3.5G and 4G promise higher speeds and a better user experience but can’t meet projected traffic demands on their own. Individual departments within service providers can’t deal with this issue on their own – a holistic approach is required which combines several strategies implemented in a co-ordinated manner across the business.

We term this approach the 3 E’s:
First, Educate the customer about the quantity and value of data being consumed. In recent years, unlimited data tariffs have encouraged adoption of many new applications ranging from email to YouTube video. Most customers are unaware of the high cost of providing streaming video compared with that of a simple text email. Many already choose to use Wi-Fi at home or in the office because of better performance, a behaviour that can be further encouraged by explaining that it can reduce cost dramatically.

Secondly, Enforce this updated perception. The withdrawal of unlimited data tariffs will encourage greater awareness of the quantity of data being used and result in improved behaviour, both by customers and those designing efficient data applications. Data pricing is perhaps the easiest method to adopt here, with takeup of real-time data rating and charging being applied to both post-paid and prepaid data traffic.

Finally, Engineer the network to match the customer expectations which have been set. Traffic shaping, prioritising premium services and/or customers, optimising data applications and compressing data traffic to match the customer’s device are several examples of techniques which can and are being used within the network today. The adoption of 3.5G and 4G technologies such as HSPA+ and LTE will increase speed, performance and capacity in coming years. All of these require careful strategic planning based on accurate current and forecast demand using the latest tools and techniques.

The new white paper 10 ways to deal with the mobile data capacity crunch explores a range of options which fit the 3 E’s approach in more detail.