And operators deploying intelligent policy controls that reside in the core network can intelligently offload subscribers attached to congested cell sites. Movement can be based on a real-time knowledge of conditions and subscriber entitlements, location, and usage behavior.
An offload strategy has the added benefit of supporting new business models including revenue-sharing partnerships between 3G and Wi-Fi service providers and enabling fixed operators to leverage their infrastructure to offer mobile data services via Wi-Fi.
Exploiting availability of Wi-Fi
Operators with Wi-Fi assets – or partnerships with Wi-Fi providers – can reduce the burden on their networks while ensuring a better user experience for mobile subscribers.
A seamless user experience is important in any mobile data offload strategy. Consider a typical premium user with a data plan that enables access to mobile video. In a busy urban location, during times of network congestion, the premium user’s mobile data experience may be degraded, resulting in inconsistent streaming, slow downloads, and frustration.
However, if the user is in a Wi-Fi hotspot zone, the mobile device can detect the Wi-Fi network and automatically redirect the device to Wi-Fi using the connection manager on the device. Once connected to Wi-Fi, the user’s services runs smoothly with no delays.
By applying service controls that transparently re-authorize and re-authenticate the user without the need to sign-in again, the entire experience of shifting from 3G to Wi-Fi is seamless to the user, who now has access to premium content over the Wi-Fi network.
Orange, Verizon Wireless and AT&T among other operators are taking advantage of Wi-Fi offload. Fixed operators can also gain a greater share of the mobile subscriber wallet by ‘onloading’ subscribers to their Wi-Fi networks to deliver wireless services.