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Citrix Supercharges Mobile Subscriber Experience With ByteMobile 7

Stocks in this article: CTXS

Citrix today announced the release of ByteMobile 7, the software that powers the company’s industry-leading solutions for mobile network operators. With more than 25 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 1 networks. These networks collectively serve nearly 130 million subscribers and process more than a petabyte 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 differentiator.

“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 Optimization: Managing the Mobile Music Boom

As Citrix reported in the most recent ByteMobile Mobile Analytics Report and infographic, mobile music is booming. According to the report, services like Pandora are generating nearly 12 percent of network data traffic in North America and 4 percent elsewhere, with 38 percent of U.S. 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 percent 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 analyzing—and responding to—trends in the individual and collective subscriber experience.

Adaptive Optimization: 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.

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