In my last post, I wrote about how my 15 year old daughter is consuming more and more Internet video, and becoming more and more mobile – a potentially scary situation for my wallet.Mobile service providers are also concerned at the rising cost of video, especially Over-The-Top (OTT) video, for which they receive no incremental revenue.
Imagine if every cell tower had a big switch on a dial.BTW, this is not a recommended product enhancement!The dial goes from 100% to 0%, and represents the amount of video traffic that the cell site will permit to be transmitted.Currently, in the average network, that dial would be set to between 30 and 50%.Let’s turn that dial to 100%.The video wouldn’t be affected, but voice and text messages sure would be, especially if any of the video consumers move into areas of poor coverage – the TCP retransmits and acks would eat the RAN alive.
Let’s now turn the dial to 0%, which could just as well be labeled “2G”.No video gets through.The network is certainly uncongested, and much less expensive to operate.But the video quality is also 0%, and the subscribers who bought a 3G or 4G service are understandably annoyed.
So here is the balance that needs to be achieved in optimizing video – quality, cost and abundance.Consumers want the video to be freely available, with a quality experience, and service providers and their shareholders want the cost to be constrained.While a good mobile video solution balances all three, a great one reduces the cost, while at the same time increasing the quality and abundance.
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