Wi-Fi and
Heterogeneous
networks
Fabio Rodriguez
Users Want
more data
Mobile data traffic growth
Mobile broadband subscriptions
up
Metro densification
More devices, more Wi-Fi
capable devices and more Wi-Fi
usage on Wi-Fi capable devices
(Wi-Fi devices doubling).
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33%
Cellular
Aug
2012
67%
27%
Apr
2013
Wi-Fi
Source: Mobidia (2013)
73%
Fast, now &
everywhere
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However Today this is
often the case
Data rate
can that harm your business?
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heterogeneous
networks
Rethinking network performance
You want Seamless
user experience
++
+
Improve
Densify
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Add
Improve
macro
Densify
Macro
Add
Small Cells
The result:
One Network
Core network /
controller
Internet
grade
Macro
RBS
Main
Unit
AP
Small
RBS
AP
Small
RBS
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Small
RRU
Small
RRU
Small
RRU
Small
RRU
Wi-Fi is part of that
performance experience
How?
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IN CITY centers
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And High Traffic
Venues
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In Offices
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And Special events
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Wi-fi is integrated into
the mbb offering
Today
Vision
Mobile Broadband
2G 3G 4G
Carrier & Public WiFi
Coverage & Access technology
Performance
indicator
Public WiFi
Operator controlled access
(2G/3G/4G/WiFi)
Technology visualization
WiFi performance not guaranteed
Cumbersome to monetize Carrier WiFi
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Performance & business visualization
Carrier WiFi performance guaranteed
Monetize Carrier WiFi (part of data bucket)
MONETIZING WI-FI
More revenue potential
through better access
Free
Public
Public
with Broadband
Subscription
Free
Paid
[Churn Reduction]
[Advertisers pay display and push LBA]
[Hrly, Dly, Wkly...]
Other Carrier
Other Carrier
City Free Wi-Fi
[Roaming Agreement]
[Offload eg.
$/Mbps/mo.]
[City-owned
mounting/power assets]
Stadiums
SMB and Chains
Special Events
DIRECT
WHOLESALE
OPERATOR MANAGED SERVICES to ENTERPRISE
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Case 1:
OMNI
HOTELS
“With nearly 50 percent of
our guests using Wi-Fi and
their bandwidth demands
continuing to accelerate, we
sought a high-performance
network partner which could
ensure we continue to serve
our customers’ needs on a
‘go-forward basis’.
– Richard Tudgay, VP of
information technology for
Omni Hotels
Optimizing Networks WiFi | Commercial in confidence | © Ericsson AB 2013 | CANTO 2013
Case 2:
St. Pancras
Station
› Serves 45 million
commuters
› 30 BelAir100 APs provide
ubiquitous coverage of
station common areas
› Wi-Fi service is free:
– Attract travelers
– Promote extended stay
– Augment cellular capacity
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Case 3:
Ad-Based
WIFI (US)
Push ads to handheld devices
via WIFI on bus station or
airport / Mall
End-user
Location based
connects to WIFI
Pop-up ad appears
Getting off @ Columbus Circle?
20%
Get 20% off any breakfast item
when showing this ad today!
Push ads to handheld devices
via WIFI at arena
End-user
Pop-up ad
connects to WIFI
appears
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Your next visit
could be on us!!
Free Wi-fi now offered at public
areas nationwide.
Case 4:
Wi-fi in
Korea
Service ARPU (KRW 000)
35
30
Wi-Fi complementing MNOs
strategy through user
experience.
SKT
KT
LGU+
25
20
Q1
2011
Operator revenues 5% CAGR
ARPU 5%-20% (2012)
Q1
2012
Q1
2013
Data traffic (TB/Month)
3G
4G
WiFi
Wi-Fi traffic growth under 40%.
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Jan12
Apr13
JOIN THE
CONVERSATION
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Optimizing Networks WiFi | Commercial in confidence | © Ericsson AB 2013 | CANTO 2013
Optimizing Networks WiFi | Commercial in confidence | © Ericsson AB 2013 | CANTO 2013