MOBILE APP RANKINGS REPORT THE APPS IMPACTING YOUR NETWORK & WHAT YOU CAN DO ABOUT THEM

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MOBILE APP RANKINGS REPORT

THE APPS IMPACTING YOUR NETWORK & WHAT YOU CAN DO ABOUT THEM

Richard Crowe – Director, IP Platforms Marketing

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WHY THE MOBILE APP RANKINGS REPORT?

App

Developers

Consumers

Operators

• Know app design

efficiency & cost delivery against competing apps • Analytics provides data

to understand what to optimize

BENEFITS

• Know which app eats up your data plan • Know which app

depletes your battery • Know lower cost

alternatives

BENEFITS

• Know which app to

optimize today (traffic and signaling)

• Know which apps are on the “Watch List” • Know which

low-impact app to package with agile marketing

BENEFITS

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BEHIND THE MOBILE APP RANKINGS REPORT

Mobile App

Rankings

Data Volume Impact

Signaling Impact

App Cost Profile

for Consumers

Network Impact

for Operators

Bandwidth Signaling Resources Data Plan Device Battery

• Study of live networks with Wireless Network Guardian (WNG)

• North America, APAC, Middle East

• >15 millions subscriber sample

• Composite – not representative on a specific network

• Based on 3G, except for “LTE factor” section

App Chattiness for

App Developers

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NETWORK IMPACT RANKINGS

Top 5 most impacting apps

are also the most popular

Network Impact Rankings

1. Data Volume Impact

Bandwidth share of top apps (ranked 0-10)

2. Signaling Impact

Signaling share of top apps (ranked 0-10)

3. Score

Average of data volume impact rank + signaling impact rank

4. Subscriber Share

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FRAMEWORK TO BETTER UNDERSTAND THE RANKINGS

For Optimization

1. High Impact Apps

2. High Volume Apps

3. High Signaling Apps

For Agile Marketing

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HIGH IMPACT APP RANKINGS*

*High impact apps are different for each network

High impact apps are

target for both signaling &

bandwidth optimization

But is it popularity

that is propelling

these apps in the high

impact quadrant or

could they truly use

app design

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HIGH IMPACT APP COST PROFILE

Cost profile focuses on

per user cost, not overall

app impact

Highlights

1. Facebook Messenger & Hotmail need signaling rather than

traffic optimization 2. YouTube needs traffic

optimization

3. Yahoo Search seems lighter weight than Google

4. Mail apps are not as costly as other high impact apps

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SIGNALING OPTIMIZATION – FACEBOOK USE CASE

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HIGH VOLUME APP RANKINGS*

High volume apps are

good target for bandwidth

optimization

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TRAFFIC VOLUME OPTIMIZATION

Throttle top 5 users for 20 minutes

• SOURCE: Alcatel-Lucent WNG Network Analytics

Do not throttle pre-paid users nor VPN users

If congestion escalates, more users throttled.

LOWER BANDWIDTH INVESTMENT YET SAME EXPERIENCE UNDER CONGESTION

Detect congestion period using utilization + user QoE degradation List all users on congested cells in order of data volume

0 1000 2000 3000 4000 5000 6000 7000 8000 9000 1:00 3:00 6:00 9:00 12:00 15:00 18:00 21:00 0:00

HOURLY DATA VOLUME (MBPS)

-20

%

-60

%

BANDWIDTH DECREASE TIME SPEND IN CONGESTION PER DAY PEAK HOUR PERIOD

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HIGH SIGNALING APP RANKINGS*

High signaling apps are

target for signaling

optimization

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SIGNALING SPIKE OPTIMIZATION

Root Cause: Mobitiles triggering location-services Google API multiple times a day to present local news. App was pre-loaded on phones.

Trigger: high CPU alarm on SGW

Impact: all subscribers on same SGW loose traffic multiple times a day WNG provided info to engage with Google and Samsung:

• Only Samsung S4

• Only OS versions 4.2 & 4.3 • When reaching Google.com • Patterns same every day

• Spike size doubled in 12 months

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LOW IMPACT APP RANKINGS*

Low impact apps great for

packaging with data plan

But if popularity

increases with

promotion, will it

push app into high

impact quadrants?

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LOW IMPACT APP COST PROFILE

App cost profile looks at

average data volume and

signaling per user

Packaging Options Examples

1. DropBox (non-roaming) 2. Zynga Lite (in collaboration

with app developer)

3. Zynga with traffic management 4. Engage Nimbuzz to optimize

prior to packaging

5. Zero-rate Google maps and Weather

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LTE IMPACT ON APP RANKING

App cost sustainable

when looking at LTE?

Highlights

1. Data was inconsistent in LTE;

different trends for each provider 2. Trends depend on

• LTE data fees

• UMTS or CDMA network • Cultural differences • How long since LTE was

deployed • Etc…

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THE WATCH LIST

The watch list contains

high cost apps that should

migrate to high impact as

popularity increases

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NETWORK IMPACT RANKINGS

REGIONAL DIFFERENCES

Highlights

1. Middle-East: more social

media apps

2. Developing countries:

mainly use establish apps

and little video

3. Pre-dominance of music,

weather and enterprise

mail in North America

4. QQ.Com mainly in high

Chinese population

countries

Pre-dominant in Middle East Developing countries also Predominant in North America Pre-dominant in Chinese population concentration

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WE KNOW THE NETWORK!

NETWORK ANALYTICS

m.IQ6

Alcatel-Lucent Wireless Network Guardian

m.IQ

6

7,000 off-

_the-shelf

reports

Field-proven

Forensics

Service

Team

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