The Citrix Mobile Analytics Report for September 2014 provides insight into the personal experience of the mobile network subscriber and the impact of subscriber data usage on the mobile network. Citrix collected data from a global cross-section of its customers and applied big data analysis techniques to develop the report, which is intended to provide mobile network operators with real-world examples that can inform their decisions as they consider ways to improve their subscribers’ experience and better monetize data traffic. The report further provides the general reader with a snapshot of the state of the mobile data ecosystem.

1. Citrix Mobile Analytics Report
September 2014
Mobile subscriber data usage trends
The Citrix Mobile Analytics Report for September 2014 provides insight into the
personal experience of the mobile network subscriber and the impact of subscriber
data usage on the mobile network. Citrix collected data from a global cross-section of
its customers and applied big data analysis techniques to develop the report, which is
intended to provide mobile network operators with real-world examples that can
inform their decisions as they consider ways to improve their subscribers’ experience
and better monetize data traffic. The report further provides the general reader with a
snapshot of the state of the mobile data ecosystem.

2. citrix.com 2
Contents
September 2014 Highlights 3
Part 1: The Mobile Lifestyle 4
Mobile Subscriber Data Behavior: How We Use Our Data Plans 5
Mobile Social Networking: Multimedia Content Dominates 6
Mobile Video: LTE Drives Increased Viewing Time 7
Mobile Advertising: Year-Over-Year Comparison 9
Mobile App Stores: Downloads Can Impact Quotas 10
Mobile Internet Radio: For How Long Do We Listen? 11
Mobile Data Usage: Sports and the World Cup 12
Part 2: Video on the Mobile Network 16
Mobile Video Around The World 17
Video Quality of Experience: A Faster Network Doesn’t Mean Stall-Free Video 18
1.5X More Demand for Video Over LTE than 3G 20
5X More Video Data Volume Over LTE 21
How Network Technology Affects YouTube and Netflix Viewing 22
Video Format Changes Year over Year 23

3. citrix.com 3
September 2014 Highlights
• Social networking is the most popular activity over mobile networks but mobile video generates the largest
portion of mobile data traffic at 50% of traffic volume
• Forty percent of mobile subscribers access social networking sites, generating 10% of daily mobile data
volume. The majority of mobile social networking data volume consists of images and videos, which
generate 87% of that volume.
• On a given day, 8% of subscribers download and update apps over the mobile network, generating 14% of
daily mobile data volume
• Accessing sports media outlet content over mobile typically drives only 0.5% of mobile data volume but
during major sporting events such as the World Cup, traffic spikes significantly, negatively impacting
subscriber quality of experience (QoE).
• Video-watching subscribers using iOS-based devices generate proportionally more video data volume
(38%) than do video-watching subscribers using Android-based devices (27.5%)
• The average Internet Radio listener in North America “tunes in” for 16 minutes at a time
• Video stalling continues to be present in all geographic regions on both 3G and LTE networks. Stalling
duration ranges from 7 seconds to 38 seconds per minute of video
• Mobile subscribers are 1.5x more likely to watch video over LTE networks than over 3G networks. The
availability of LTE also drives greater consumption of long-form content such as that offered by Netflix.

4. citrix.com
Part 1: The Mobile Lifestyle

5. citrix.com 5
Findings:
• On a daily basis, social networking is the most popular mobile application at
40% of mobile subscribers engaged, followed closely by news & information
at 37% and shopping at 30%
• On an average day, 40% of subscribers engage in social networking, while
only 2.5% view adult content over the mobile network. However, each of
these categories generates a comparable amount of mobile data traffic at
10.3% and 8.5% of total daily data traffic volume, respectively
• Each day, 20% of subscribers access video from sites such as YouTube, Netflix,
and DailyMotion. This activity generates 42% of daily data traffic volume on
the mobile network
• Shopping (price checking or purchasing) is popular over mobile but
generates only 1.3% of total daily data volume
• An equal percentage of subscribers 2.5% are interested in sports and adult
content, however, adult content generates 8.5% of total daily data volume,
while sports generates just 0.5%
• On an average day, 2.3% of subscribers listen to internet radio over the
mobile network, generating 4.3% of data volume, however this percentage
varies widely be geography
• 6 categories of content make up 85% of mobile data volume: mobile video,
app store, social networking, adult content, music and information and maps
Mobile Subscriber Data Behavior: How We Use Our Data Plans
0%
10%
20%
30%
40%
Socialize,
40% Info & Maps,
37%
Other
Shop,
30%
Video Sites,
20%
App Store,
7.80%
Adult,
2.50%
Sport,
2.50%
Listen to Music,
2.30%
Health,
0.04%
10.3% 6.3% 1.3% 42.0%
13.9% 8.5% 0.5% 4.3% 0.0%
%ofsubscribersengaged
overmobilenetwork
Each bar indicates the percentage of mobile data subscribers engaging daily in different content
categories over the mobile network. Each pie chart indicates the relative data volume generated.
Mobile Subscriber Data Behavior: How We Use Our Data Plans
14.1%
Source: Citrix Sept 2014 Mobile Analytics Report

6. citrix.com 6
Findings:
• Social networking is the most popular activity over mobile, with 40% of
subscribers engaged daily and generating 10% of total mobile data volume
in the process
• Status updates (text) generate just 5% of the data volume associated with
social networking, with communications generated by the social networking
apps themselves contributing another 5%
• 87% of social networking data volume can be attributed to video and images,
with video contributing 47% and images 40%
• The contribution of social networking video to total social networking
mobile network data volume is much higher in North America (59%) and the
Middle East (62%) than it is in Europe (39%) and Asia Pacific 35%
Mobile Social Networking: Multimedia Content Dominates
Europe Social Media Content
(Data Volume)
Asia Pacific Social Media Content
(Data Volume)
Middle East Social Media Content
(Data Volume)
North America Social Media Content
(Data Volume)
89.7% social
networking
Mobile Data Traffic is
10.3% Social Networking
40%
of mobile subscribers
engage in social
networking over
mobile generating
10.3% of mobile data
volume
All other mobile
data traffic
10.3%
Source: Citrix Sept 2014 Mobile Analytics Report
2.6%
Application
7.6%
Application
4.1%
Application
50.2%
Image
32.1%
Image
39.1%
Video
34.6%
Video
53.5%
Image
58.8%
Video
8.2%
Text
4.3%
Text
6.1%
Application
62.0%
Video
27.4%
Image
4.5%
Text
5.0%
Text

7. citrix.com 7
Mobile Video: LTE Drives Increased Viewing Time
Mobile
video
52.0%
All other
mobile data
traffic
48.0%
Mobile Data Traffic is 52%
Video Content
All other
mobile video
content,
19%
Mobile video
from video
sites,
81%
Netflix
YouTube
Viewing Time over LTE (per session)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
80.9%
23.9% 76.1%
19.1%
0.0%
10.0%
20.0%
30.0%
40.0%
%ofsubscriber’sdailydatavolume
iOS subscribers generate proportionately more
video data volume than Android subscribers
Android iOS
27.5%
38.0%
Source: Citrix Sept 2014 Mobile Analytics Report
Viewing time less than 5 minutes
Viewing time over 5 minutes

8. citrix.com 8
Findings:
• On an average day, 52% of mobile data traffic is video, the majority of which
(81%) is generated from video sites such as YouTube/Google Video, Netflix
and Daily Motion.
• YouTube session times remain shorter than Netflix over LTE networks, with
81% of YouTube sessions being 5 minutes or less and 76% of Netflix sessions
over 5 minutes
• Video-watching subscribers using iOS-based devices generate proportionally
more video data volume (38%) than do video-watching subscribers using
Android-based devices (27.5%)
• Measured by data volume, Google Video/YouTube generates the most
mobile video content across all regions, ranging from 51% in the Middle East,
to 71% in North America. Other sites which generate significant volumes of
mobile video data include Facebook, Vine, Instagram and a collection of
adult content sites
Google
Video
Akamai Facebook
CDN
Adult YouTube
Top Video Sites by Volume - Europe
Google
Video
Instagram Vine Akamai Edgecast
Top Video Sites by Volume - North America
57.61%
13.30%
8.16%
7.57%
2.05% 3.09%4.01%4.80%4.92%
71.40%
YouTube Daily
Motion
Operator
Specific
Adult Vimeo
Top Video Sites by Volume - Asia Pacific
0.12%1.60%
6.31%
8.20%
43.20%
Google
Video
Facebook YouTube Adult Instagram
Top Video Sites by Volume - Middle East
2.12%
4.25%
13.92%
16.05%
51.27%
Source: Citrix Sept 2014 Mobile Analytics Report
* GoogleVideo and YouTube serve the same "YouTube" content. The difference is simply a reflection of Google's progress in shifting their domain name from YouTube to Google Video.

9. citrix.com 9
Findings:
• On a given day, half of mobile data subscribers are served ads over the
mobile network
• The ratio of mobile video ads served to banner ads served increased over
2013. Last year, 1 video ad was served for every 20 banner ads served over
mobile. This year, one video ad was served for every 16 banner ads
• The data volume associated with ads served to Android-based and iOS-
based devices is practically unchanged as compared to 2013, with ads
responsible for 2.2% of daily mobile network traffic volume on Android-based
devices (the same as in 2013) and 1.7% of daily mobile network traffic volume
on iOS-based devices (as compared to 1.6% in 2013)
Mobile Advertising: Year-Over-Year Comparison
Android Devices Served Ads
(by data volume)
iOS Devices Served Ads
(by data volume)
Other
98%
Other
98%
Ads 2.2% Ads 1.7%
50%
of mobile subscriber are served ads
Relative Reach of Mobile Ads
Banner Ad
Source: Citrix Sept 2014 Mobile Analytics Report
Video Ad

10. citrix.com 10
Findings:
• On a given day, 8% of subscribers download and update apps over the
mobile network, generating 14% of mobile data volume
• The percentage of subscribers and data volume varies by region, with a low
or 4.3% of subscribers downloading and updating apps over a mobile
network in North America, to a high of 17% of subscribers downloading and
updating apps over a mobile network in APAC
• The corresponding data volume generated by mobile application downloads
and updates ranges from a low of 12.5% in a North American mobile
operator, to a higher of 23% in an EMEA mobile operator
• Android devices generates proportionately more application store
downloads (15.3%) than iOS mobile devices (12.5%) as measured by daily
mobile data volumes
Mobile App Stores: Downloads Can Impact Quotas
7.8%
of mobile subscribers
use mobile for App
Store downloads
generating 13.9% of
mobile data volume
Mobile Data Traffic is 13.9%
App Store Downloads
% Subscribers Downloading Apps over Mobile
%ofDailySubs
EMEA A EMEA B Americas A Americas B APAC A APAC B
6.04%
4.39% 4.47%
12.72%
17.16%
8.18%
0%
10%
20%
Android Mobile Data Traffic is 15.3% App Store Downloads iOS Mobile Data Traffic is 12.5% App Store Downloads
%ofDailyMobileTrafficVolume
EMEA A EMEA B Americas A Americas B APAC A APAC B
14.60%
23.49%
12.54%
17.70%
22.41%
13.57%
0%
10%
20%
30%
% of Data Volume from Downloading Apps over Mobile
All other mobile
data traffic
84.7%
App Store
15.3%
All other mobile
data traffic
87.5%
App Store
12.5%
All other mobile
data traffic
86.1%
App Store
13.9%
Source: Citrix Sept 2014 Mobile Analytics Report

11. citrix.com 11
Findings:
• The average internet radio music listener “tunes in” for 16 minutes per session
• Listening to music over the mobile network is much more popular in North
America than anywhere else in the world, with 6.3% of North American data
subscribers accessing Internet radio sites over mobile and only 0.9% of data
subscribers accessing Internet radio sites over mobile in the rest of the world.
Mobile Internet Radio: For How Long Do We Listen?
2.3% of subscribers
listen to internet radio
over the mobile
network, generating
4.3% of mobile data
traffic volume
Mobile Data Traffic is
4.3% Internet Radio
%ofDailySubs%ofDailyDataVolume
0 2 4 6 8 10 12 14 16 18
Mobile Data Traffic is 42% Video Content
Time Spent Listening To Internet Radio Over Mobile
ListeningtoInternet
RadiooverMobile
15.8
Minutes
10%
0%
20%
10%
0%
6.34%
11.30%
3.25%
0.82%
North America Rest of World
North America Rest of World
% of Subscribers Accessing
Internet Radio Over The Mobile Network
% of Data Volume Generated by
Internet Radio Over The Mobile Network
All other
mobile data
traffic 95.7%
Popular Internet Radio Sites
Internet
Radio
4.3%
Source: Citrix Sept 2014 Mobile Analytics Report

12. citrix.com 12
Mobile Data Usage: Sports and the World Cup
2.5%
of mobile subscribers
access sports media
outlet content
generating 0.5% of
mobile data traffic
volume
Mobile Data Traffic is 0.5%
Sport Content
0 2 4
Mobile Data Traffic is 42% Video Content
Mobile Subscriber Engagement with
Sports Media Outlet Content By Time
MobileSports
Engagement
2.6
Minutes
Mobile Sports Media Outlet Content
(Data Volume)
Text,
23.5%
Video,
20.9%
Image,
40.4%
Application,
14.0%
Audio
1.2%
When mobile video content spiked during the World Cup, video stalling times DOUBLED.
All other mobile
data traffic
99.5%
Sports
0.5%
Middle EastAsia PacificNorth AmericaEurope
Average Video Stalling Time by Region (seconds)
60.0
0.0
Source: Citrix Sept 2014 Mobile Analytics Report
12.3
7.5
38.4
27.4

13. citrix.com 13
30%
20%
10%
0%
7%
25%
Normal HLS
Volume
Regionalized
Game Time HLS
Volume
Regional Game Time Spike June 22
Regionally, mobile
streaming of the world
cup (HLS video format)
increased 3.5x on June
22, 2014
22 JUN 2014 - 18:00 Local time
GROUP G
Arena Amazonia
Manaus
USA
FULL-TIME
2-2 PORTUGAL
300%
200%
100%
300%
200%
100%
0%
52%
208%
Normal Mobile Video
Data Volume
Game Time Mobile
Video Data Volume
Regional Game Time Spike July 4
Regionally, mobile
streaming of the world
cup (HLS video format)
increased 10x, driving
total video data volume
to 4x normal levels on
July 4, 2014
04 Jul 2014 - 13:00 Local time
Quarter-finals
Estadio do Maracana
Rio De Janeiro (BRA)
FRANCE
FULL-TIME
0-1
0%
7%
70%
Regionalized Game Time
HLS Volume
Normal HLS
Volume
Regional Game Time Spike July 4
GERMANY
Source: Citrix Sept 2014 Mobile Analytics Report

14. citrix.com 14
60%
30%
0%
50%50%
Game Time Worldwide
Mobile Video Traffic
Normal Worldwide
Mobile Video Traffic
Worldwide Average Game Time Traffic July 13
Although there were regional spikes,
as a worldwide average, mobile video
data volume did not change during
the final game, likely because the
audience made an effort to plan
ahead, and chose to view the game
over alternative mediums.
13 JUL 2014 - 16:00 Local time
FINAL
Estadio do Maracana
Rio De Janeiro
FULL-TIME
1-0GERMANY ARGENTINA
1000%
500%
0%
45%
900%
Normal Regional
ESPN Data Volume
(of Sports Media
Outlet Content)
Regional Game Time Spike July 8
Regionally, ESPN traffic over mobile
increased 20x during game time on
July 8. Once the score dropped to
0-5 data volume returned to normal.
08 JUL 2014 - 17:00 Local time
SEMI-FINALS
Estadio Mineirao
Belo Horizonte
BRAZIL
FULL-TIME
1-7 GERMANY
Source: Citrix Sept 2014 Mobile Analytics Report
Game Time Regional
ESPN Data Volume
(of Sports Media
Outlet Content)

15. citrix.com 15
Findings:
• Mobile subscribers typically access sports media outlet content for 2.5
minutes at a time
• On an average day, 2.5% of subscribers access sports media outlet content
over the mobile network, generating 0.5% of mobile data traffic volume in
the process.
• The majority (64%) of mobile network data volume associated with sports
media outlet content is in the form of text or images, with only 21%
associated with video content. However significant increases in video traffic
volume occur during major sporting events such as the recent World Cup.
• The World Cup generated significant increases in video traffic volume over
mobile networks.
-- During the game between USA and Portugal on June 22, 2014, regional
streaming of the World Cup, as measured by HLS (HTTP Live Streaming)
video format traffic, increased by a factor of 3.5.
-- During the game between France and Germany on July 4, 2014 regional
streaming of the World Cup, as measured by HLS video format, increased
by a factor of 10, driving total video data volume to 4x normal levels.
-- During the game between Brazil and Germany on July 8, 2014, regional
ESPN traffic over mobile increased by a factor of 20 during the first part of
the game. Once the score reached 5-0, data volume returned to normal.
-- During the final game between Germany and Argentina on July 13, 2014,
there were regional spikes but, on average, mobile video data volume did
not change from non-World Cup levels during the final game.,
• Average video stalling times by region are 12.3 seconds in Europe, 7.5
seconds in North America, 38.4 seconds in APAC and 27.5 seconds in the
Middle East. During World Cup games in which mobile video traffic spiked,
the average duration of video stalling per minute doubled.

16. citrix.com
Part 2: Video on the Mobile Network

17. citrix.com 17
Mobile Video Around The World
Findings:
• On an average day, 52% of mobile data traffic is video, the majority of which
(81%) is generated from video sites such as YouTube, Netflix and Daily Motion.
• Mobile network traffic volume associated with video has increased
worldwide over 2013 and now represents 52% of worldwide mobile network
traffic volume, as compared to 45% in Q2 2013
Europe Mobile Content Breakdown
(Data Volume)
North America Content Breakdown
(Data Volume)
Asia Pacific Content Breakdown
(Data Volume)
Middle East Content Breakdown
(Data Volume)
Other
12.0%
Updates
9.9%
Internet Radio
2.7%
Web
25.5%
Video
50.0%
Other
18.1%
Updates
6.0%
Internet Radio
3.2%
Web
22.1%
Video
50.7%
Video
52.0%
Updates
7.4%
Internet Radio
3.8%
Web
20.3%
Other
15.8%
Updates
5.4%
Internet Radio
11.3%
Video
54.6%Web
12.9%
Global Mobile Video By Data Volume
Source: Citrix Sept 2014 Mobile Analytics Report
Other
16.5%

18. citrix.com 18
Video Quality of Experience: A Faster Network Doesn’t Mean Stall-Free Video
60.0
Stalling Time Per Minute of Video (seconds)
12.3
Europe North America Asia Pacific Middle East
7.5
38.4
27.4
0.0
1.4
Europe North America Asia Pacific Middle East
0.68
1.29 1.3
0
Server Delay Time (seconds)
Source: Citrix Sept 2014 Mobile Analytics Report
Global Mobile Video Quality of Experience

19. citrix.com 19
Findings:
• Mobile video stalling time varies by region, with a low of 7.5 seconds in North
America, to a high of 38.4 seconds in Asia Pacific
• It is apparent that new technology (LTE) does not eliminate stalling, as
both Europe and North America lead in LTE coverage but still have mobile
video stalling
• Server delay, defined as the delay due to unavailability of content from the
content server, is lowest in North America (0.68 seconds) and averages 1.3
seconds for the rest of the world. Server delay is a contributor to stalling
• Top video sites by data volume include Google Video/YouTube, Facebook,
Instagram, Vine, Daily Motion, Akamai and adult content sites
Google
Video
Akamai Facebook
CDN
Adult YouTube
Top Video Sites by Volume - Europe
Google
Video
Instagram Vine Akamai Edgecast
Top Video Sites by Volume - North America
57.61%
13.30%
8.16%
7.57%
2.05% 3.09%4.01%4.80%4.92%
71.40%
YouTube Daily
Motion
Operator
Specific
Adult Vimeo
Top Video Sites by Volume - Asia Pacific
0.12%1.60%
6.31%
8.20%
43.20%
Google
Video
Facebook YouTube Adult Instagram
Top Video Sites by Volume - Middle East
2.12%
4.25%
13.92%
16.05%
51.27%
Source: Citrix Sept 2014 Mobile Analytics Report
* GoogleVideo and YouTube serve the same "YouTube" content. The difference is simply a reflection of Google's progress in shifting their domain name from YouTube to Google Video.

20. citrix.com 20
1.5X More Demand for Video Over LTE than 3G
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0%
1%
2%
3%
4%
Totalofvideosrequestedinaday
Hour of the Day
Daily Video Requests Across An Operator With Both 3G and LTE
LTE3G
1.5x
more requests for
video over LTE
than 3G
Source: Citrix Sept 2014 Mobile Analytics Report

21. citrix.com 21
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0%
1%
2%
3%
4%
Totalvideodatavolumeservedinaday
Hour of the Day
Distribution of Data Volume Across An Operator With Both 3G and LTE
LTE3G
Generates
5X
more video data
volume over LTE
than 3G
Source: Citrix Sept 2014 Mobile Analytics Report
5X More Video Data Volume Over LTE

22. citrix.com 22
How Network Technology Affects YouTube and Netflix Viewing
0-5min
0.00%
5-10min
10-30min
>30
Mobile Video Viewing Time Over 3G
Viewing Time Distribution
31.28%
35.24%
77.18%
Google Video / YouTube over 3G
Netflix over 3G
0-5min
0.00%
5-10min
10-30min
>30
Mobile Video Viewing Time Over LTE
Viewing Time Distribution
31.52%
31.68%
23.91%
80.94%
Google Video / YouTube over 3G
Netflix over 3G
Source: Citrix Sept 2014 Mobile Analytics Report
Findings:
• There are 1.5x more requests for video over LTE than over 3G. This results in
5X more video data volume served over the LTE network than the 3G
network due to longer viewing times and higher resolution content.
• Regardless of network technology, the majority (81%) of YouTube viewing
time is 5 minutes or less.
• Seventy-six percent (76%) of Netflix viewers watch for more than 5 minutes
when viewing over LTE.
• Netflix viewing times are longer over LTE than over 3G and more subscribers
seek to watch Netflix over LTE than over 3G with 74% requesting Netflix
service over LTE versus just 26% over 3G.
• Relative demand for YouTube versus Netflix changes between 3G and LTE.
On 3G networks, there is one request for a Netflix video for every seven
requests for a YouTube video. On an LTE network, there is one request for a
Netflix video for every four requests for a YouTube video.
Source: Citrix Sept 2014 Mobile Analytics Report
Over 3G:
Demand for 1 Netflix video
for every 7 YouTube videos
Relative Demand
Over LTE:
Demand for 1 Netflix video
for every 4 YouTube videos
20% increase
in resolution
of mobile
video over LTE

23. citrix.com 23
Video Format Changes Year over Year
Findings:
• As mobile video format changes, higher resolution mobile videos are being
served and mobile subscribers are able to view higher quality video.
• Last year, 74% of mobile video data volume in North America was encoded in
MP4 format. This year, the figure is 56%.
• The MP4 video format is being steadily replaced by HLS and Smooth
Streaming formats, which increased from 5% and 10%, respectively, in Q2
2013 to 17% and 23% in Q2 2014. As a result, the proportion of higher
resolution video (481-720p) has increased from 29.2% to 33.6% of video data
volume served to mobile subscribers, while low resolution video (177-240p)
has decreased from 30.6% in Q2 2013 to 27.5% in Q2 2014.
5%
10%
5%
74%
20%
8%
65%
25%
11.50%
59.50%
3% 0.50%
23%
17%
56%
1%
100%
80%
60%
40%
20%
0%
Q2 2013 Q4 2013 Q1 2014 Q2 2014
Mobile Video Formats in North America
MP4 (PD)
Google WebM
Apple HLS
FLV (PD)
Smooth Streaming
Other
YouTube DASH 0-176p 177-240p 241-360p 361-480p
481-720p 721p-
18.0%
20.9%
30.6%
1.2%
100%
80%
60%
40%
20%
0%
Q2 2013 Q4 2013 Q1 2014 Q2 2014
Mobile Video Resolution in North America
29.2%
18.5%
19.9%
29.5%
1.2%
30.9%
18.7%
19.0%
28.5%
1.2%
32.9%
18.8%
18.8%
27.5%
1.1%
33.6%
Source: Citrix Sept 2014 Mobile Analytics Report
MobileVideoResolutionbyDataVolume
MobileVideoFormatbyDataVolume

24. citrix.com 24
For more information, please contact Stacey.Keegan@citrix.com.
This report is an analysis of anonymously sourced information gathered over the preceding quarter about mobile network data traffic from a global cross-section of Citrix customers. The data presented is not
intended to reflect a comprehensive view of all mobile network data traffic or of all mobile network subscribers.