Delivering a better data and Video experience

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Delivering a Better Data and
Video Experience
Case Study: Vodacom
Mark Davis, Sr. Director, Product Marketing, Citrix Service Provider Platforms
Jannie Van Zyl, Executive Head: Innovation, Vodacom SA
14 November 2013

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

By the numbers…
$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

#1 in web and video optimization
for mobile networks

12+ years as web & video optimization leader
135+ operator customers in 60+ countries

55+ video optimization deployments
48% market share

4


The global impact of mobile video

Video is the Majority of Traffic on Mobile Networks
iPad Owners Are Videoholics
6

Source: Citrix ByteMobile Mobile Analytics Report, October 2012

Insufficient network capacity to accommodate peak
video demand

Excessive network utilization = poor subscriber experience
7

Source: Citrix ByteMobile data from live customer network

What is a good or bad experience?

8


What is a good or bad experience?

Subscribers will select a lower resolution video to ensure continuous playback
9


Phase 1 for constrained networks: optimize
everything, reduce data volume
Operator Impact
Techniques

Optimize

Protect the network. Control costs. Reduce stalling.
Allow more subscribers to access the network.
11


This approach has worked well
• 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

12


For LTE networks: selective & smarter optimization,
user experience-centric
Operator Impact
Techniques

Improved experience = more video consumption= higher data revenue

13


This approach has worked well, too
Without
optimization, video
experience ranges
from bad to terrible

Video stalling and data volume over 24 hours
Stalling / 60 Seconds of Video

90
80
70
60
50
40

With optimization,
video experience is
dramatically
improved and
consistent
throughout the day

30

20
10
0
12:00:00 AM

4:00:00 AM

8:00:00 AM

Stalling without Optimization

14


12:00:00 PM

4:00:00 PM

8:00:00 PM

Stalling with Optimization

12:00:00 AM

About Vodacom
South Africa’s Leading Mobile Network Provider
• Subscribers
ᵒ
ᵒ
ᵒ
ᵒ

36 Million Subscribers
20 Million Data Capable Devices
15 Million Active Data Users
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

16


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


Compression techniques offer greatest user
experience benefits
Avg. stalling duration per minute of video

Daily video stalling

% videos stalled

15.0%

17.6%

10.0%

7.3%
5.0%
0.0%
w/out compression

w/ compression

Stalling time (s)

-59%

20.0%

45
40
35
30
25
20
15
10
5
0

40.8

-79%

8.4
w/out compression

w/ compression

• 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

Complementary benefit: bandwidth is made
available to more users
Average video throughput
1600.0

• Compression yields lower
bandwidth utilization per
video

Throughput (kbps)

1400.0

-34%

1200.0
1000.0
800.0

1485
kbps
980
kbps

600.0
400.0
200.0
0.0
Lossless
w/out compression


Lossy
w/ compression

• Allows network to support
more video users, while
improving video experience

Stalling reduction made the user experience so
good, we decided to make an advert

http://www.youtube.com/watch?v=-pvmEzr7FXI

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

Delivering a better data and Video experience

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