The Bottomless Pit of Mobile Data
According to Virgin Media Business, “consumers have now grown so accustomed to streaming video [that] 8% of customers will ask retailers if handsets come preloaded with these capabilities”.
This spurs demand and raises concern: "’There's a big job on for mobile network operators. Simply put, mobile data usage is like a bottomless pit, it's expanding all the time. We're all looking forward to the benefits of 4G, but it raises some tough questions for operators,’ said George Wareing, head of mobile and broadcast.”
Combine this with additional research that states: “Much of this demand is coming video apps such as BBC iPlayer and YouTube, which are now offered preinstalled as standard on 83% of smartphones,” and we have a perfect storm for mobile network operators.
This perfect storm − consumer demand for video and evolution to faster LTE networks − is precisely why operators need to deploy Smart CapacityTM solutions to maximize the user experience, meet subscriber expectations, and grow their data profitability.