We’ve been working with China Mobile for several years on reducing network data volume and improving the consumer experience. Recently, the Bytemobile Customer Marketing Services team was able to help Jiangsu Mobile – the second largest of China Mobile’s provincial operators, with 30.2 million subscribers – with more than mobile internet solutions.

Jiangsu Mobile had deployed its breakthrough web browsing service for handsets - called Open-Surf and powered by our content adaptation technology. The operator was looking to accelerate the expansion of the service province-wide, so subscribers could access their favorite brands and websites on their existing WAP handsets.

While promoting the service through SMS, MMS and its website – www.js.chinamobile.com – Jiangsu Mobile was seeking alternative methods to illustrate the value of the new, innovative service, while demonstrating key features to entice younger consumers to use the service.

We worked closely with the Jiangsu Mobile marketing team to understand the local market, subscriber behavior and the operator’s core brand values. Following a thorough information exchange, we internalized these fundamentals to develop compelling promotional ideas while leveraging Bytemobile’s experience in deploying mobile internet services around the globe.

Once the market landscape was fully understood, we went to work, evaluating alternative media for the challenge. We chose video due to the ease of viral propagation through social media. After Jiangsu Mobile agreed, we quickly drafted a video script and storyboard, secured customer approval, and proceeded to manage production from start to finish.

Following the completion and acceptance of the video, the Jiangsu Mobile team has utilized it in a number of promotional campaigns across the province. The result? A satisfied customer with increased consumer awareness and a measurable rise in Open-Surf subscribers.

- Dan Fisher

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AT&T’s making MMS available on the iPhone is big news – something for which its users have clamored. Of course, AT&T isn’t the only carrier that is concerned about how to make sure its network is prepared for an increase in multimedia traffic. To better understand why carriers are justifiably nervous, let’s take a look at the following data which represents traffic over a 24-hour period in a cross-section of some of our larger customers’ 3G networks.

Note that 90% of the users are browsing the web, which accounts for 40-50% of the total traffic.

Streaming video accounts for 30-40%, but that is generated by less than 1% of the users. It’s not difficult to do the math and envision the magnitude of the impact as more users consume video and other multimedia applications.

P2P file sharing is also a bandwidth hog, with less than 1/10 of 1% of users accounting for 5-10% of the total traffic.

It is clear that intelligent traffic control is necessary, enabling carriers to enforce fair use policies adaptively without damaging customer relationships. By increasing network efficiency and capacity, operators can manage the effects of continued traffic growth within the footprint of their existing installation and scale their networks ahead of rising data usage trends. This will also help to ensure a compelling user experience.

-Stacey Infantino

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