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The Now Factory Tracking Significant Differences in Mobile Data Throughput across iPhone and Android SubscribersMobile World Congress, 2011, Stand 1F17, Hall 1 Barcelona, February 15th, 2011 - The Now Factory (www.thenowfactory.com) announced today that it is seeing significant variation in data throughput across different smartphone subscribers, including iPhone and Android subscribers, as the consumption of multi-media applications and services continues to accelerate. Working with a number of global Tier-1 mobile operators, The Now Factory, through its Active Subscriber Intelligence (ASI) platform, measures mobile data throughput at a granular level, identifying the impact that specific applications and services have on the level of throughput smartphone subscribers experience across different locations and time periods. The huge growth in the adoption of smartphones like the iPhone and Android is driven in a large extent by subscribers’ demand for more feature-rich, personalised services and applications that they can access wherever and whenever they require. However, The Now Factory believes this shift in demand for more personalised services is also creating an environment, where smartphone subscribers are experiencing significant differences in the level of data throughput they receive when using these devices. Specific data applications and services, and the location of where they are being consumed are emerging as key factors in determining the level of data throughput a typical smartphone subscriber will experience at any given time. “We are finding that data throughput significantly varies across smartphone subscribers including those that use the iPhone and Android devices”, said Paul Colgan, Chief Technology Officer with The Now Factory. “Bandwidth-hungry applications consumed on these devices are having a huge impact on data throughput across the mobile network. In particular, the applications on some of these smartphones, are written by individuals who are not aware about the consequences on the network of adding certain application behavior. Whether it is the iPhone generating an above-average load on the radio due to signaling, certain applications constantly refreshing for content updates that mimic a Denial of Service; or more simply, certain Android-based models driving heavier audio and video content usage; all result in a different average throughput for subscribers. That is before you take into account the effects of QoS settings, traffic shaping, Radio Access Type, or general local cell conditions.“ With 2011 promising to bring dual-core processors, further demand for personalised-rich content from subscribers, as well as increased smartphone penetration, the divergence in throughput per subscriber will only be compounded over time. For mobile operators, the focus now needs to shift to optimising network performance from a subscriber perspective, looking at how the impact of specific devices and applications, and where they are being consumed, affects the data throughput subscribers experience. The Now Factory’s Mobile Moments suite measures data throughput across multiple and complex combinations of applications, devices, networks, services, and subscriber groups, helping mobile operators plan and manage network capacity more effectively as well as quickly diagnose and resolve mobile data issues. The Company will exhibit its Mobile Moments suite of applications at Mobile World Conference in Barcelona from February 14-17, 2011. About The Now Factory The Now Factory is the leading provider of Active Subscriber Intelligence (ASI), empowering service providers with an in-depth and holistic view of the subscriber data journey. The Company is unique in the breadth and quality of actionable IP subscriber intelligence it delivers across multiple correlations of services, devices and networks, enabling service providers to optimise the subscriber experience and to drive greater profitability and operational efficiencies. Its Sourceworks probing technology captures and analyses IP intelligence from over 420 million subscribers and is in use with 31 mobile operators Worldwide, including Vodafone and T-Mobile. The Company’s Mobile Moments suite enables service providers to manage the subscriber data journey across their key business and operational functions. Founded in 2003, The Now Factory is privately held with offices in Dublin and regional offices in EMEA and Asia-Pacific. www.thenowfactory.com As a community-building service, TMCnet allows user submitted content which is not always proofed by TMCnet editors. If you feel this entry is of inferior quality or wish to report it for some reason, please forward the URL to "webedit [AT] tmcnet [DOT] com" with your comments. |