Citrix supercharges Mobile Subscriber experience with ByteMobile 7

Major software release enables mobile operators to better differentiate service, manage exploding internet radio and video traffic

Press release

September 9th 2013. Citrix has announced the release of ByteMobile 7, the software that powers the company’s industry-leading solutions for mobile network operators. With more than twenty-five new features and dozens of feature enhancements, ByteMobile 7 builds on ground-breaking advances such as User Experience Indexing (UXI) to provide operators with unprecedented ability to use subscriber Quality of Experience (QoE) as a service differentiator.

The software also provides new and enhanced tools to manage the unrelenting growth of mobile video and data, including the industry’s first Internet radio traffic management capability.

ByteMobile 7 is available now for deployment on the T-Series Adaptive Traffic Management System.

The T-Series Adaptive Traffic Management System, first deployed in 2012, combines functions such as caching, application delivery, deep packet inspection (DPI), video and web optimization, policy control, and reporting and analytics into a single centrally managed element.
This enables mobile operators to manage data traffic on a massive scale and to consolidate multiple network elements into one.

Since its initial rollout, the T-Series has been deployed in mobile networks on four continents, including several Tier One networks.

These networks collectively serve more than 160 million subscribers and process nearly 2 petabytes of subscriber data traffic daily.

By providing the tools needed to meet subscribers’ rising expectations, ByteMobile 7 allows these and other operators to better ensure a great subscriber experience—and to use it as a competitive weapon.

“With ByteMobile 7, Citrix presciently anticipates the rapidly changing device, application and protocol landscapes and, more importantly, equips operators with the tools they need to differentiate and drive new business on the basis of a better subscriber experience,” said Joe Hoffman, Practice Director, ABI Research.

“Underpinning this is a platform, technology and integration expertise that reinforces the Citrix delivery of next generation mobile network architectures.”

Internet radio optimisation:  - managing the mobile music boom

As Citrix reported in the most recent ByteMobile Mobile Analytics Report, mobile music is booming.

Services like Pandora are generating nearly 12 percent of network data traffic in North America and 4 per cent elsewhere, with 38 per cent of US smartphone users streaming music.

The rollout of Apple’s soon-to-be-launched iTunes Radio service is likely to accelerate growth in mobile music traffic volume.

With the launch of ByteMobile 7, Citrix is the first in the industry to provide mobile operators with the tools to confront this reality, enabling them to reduce Internet radio traffic volume by up to 30 per cent with no perceptible effect on the subscriber listening experience.

User experience indexing: – measuring what subscribers actually see

ByteMobile 7 builds on patent-pending User Experience Indexing (UXI) technology that allows operators to monitor, measure, and score an individual subscriber’s experience based on factors that actually affect that experience.

Typical network metrics offer little insight into a subscriber’s level of satisfaction with the service they’re receiving, especially when it comes to video.  The new enhancements in ByteMobile 7 include:

  • Separate scores for web and video experience, each based on a greater number of factors encompassing both content delivery and visual quality
  • The ability to establish any given subscriber’s absolute UXI score and a relative UXI score, which assesses that user’s experience relative to other users
  • The ability for operators to ingest, in real-time, per-subscriber UXI scores for use in analysing—and responding to—trends in the individual and collective subscriber experience

Adaptive optimisation:- apply when needed

First introduced in 2012, adaptive optimization is a method of applying –  only when needed—any of dozens of techniques used to enhance subscriber QoE. ByteMobile 7 introduces a second generation of adaptive optimization and related capabilities, which include the following benefits and enhancements:

  • Video stalling, the greatest cause of subscriber dissatisfaction with video services, is reduced by up to 30 percent, with stalling associated with HD video content seeing the greatest improvement;
  • The required degree of optimization, if any, for a specific user is predicted based on a running history of factors such as UXI score and available network bandwidth;
    • File downloads are up to 30 percent faster, with the greatest benefits seen on LTE networks.

IP traffic classification: – a key enabler for consolidation

The ability to identify and subsequently classify data traffic is fundamental to a variety of mobile network functions, including user experience measurement, security, policy enforcement and business intelligence.

To date, the T-Series Adaptive Traffic Management System has detected and classified the full range of smartphone-centric traffic that has driven the mobile data revolution.

With the introduction of ByteMobile 7, the T-Series is now able to classify more than 800 different IP applications and protocols representing the full scope of data traffic across the network.

These classification abilities give mobile operators all the tools necessary to collapse separate DPI elements into a single adaptive traffic management element.

“As the world’s most widely deployed traffic management solution for mobile operators, we receive weekly feedback from our customers on the challenges they’re facing in their networks,” said Fred Koopmans, senior director of product management, Citrix Service Provider Platforms.

“Video and, now, Internet radio traffic is stressing mobile networks, affecting both network efficiency and subscriber experience.”

“At the same time, increased price competition is making it imperative for operators to—on the revenue side—differentiate themselves on the basis of QoE and—on the cost side—to find ways to consolidate their networks. ByteMobile 7 is aimed squarely at these mobile operator challenges.”

About Citrix ByteMobile

Citrix ByteMobile Smart Capacity platforms enable mobile operators to deliver the best possible experience to their subscribers under all network conditions and to differentiate their services based on subscriber usage. The company’s solutions have been deployed in the mobile networks of more than 130 operators worldwide to manage escalating demand for capacity due to video and other rich multimedia content and applications. With Smart Capacity, mobile operators can improve utilization of existing capacity and control operating expenses, while increasing revenue growth and profitability.

About Citrix

Citrix (NASDAQ:CTXS) is the cloud company that enables mobile workstyles—empowering people to work and collaborate from anywhere, securely accessing apps and data on any of the latest devices, as easily as they would in their own office. Citrix solutions help IT and service providers build clouds, leveraging virtualization and networking technologies to deliver high-performance, elastic and cost-effective cloud services. With market-leading cloud solutions for mobility, desktop virtualization, networking, cloud platforms, collaboration and data sharing, Citrix helps organizations of all sizes achieve the speed and agility necessary to succeed in a mobile and dynamic world. Citrix products are in use at more than 260,000 organizations and by over 100 million users globally. Annual revenue in 2012 was $2.59 billion.

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