Traffic management: operator Breakout Internet

Communications Industry newspaper reporter Zhang Jiulu "Traffic management" is becoming the new focus of Chinese operators, as involved in all aspects of the communications industry chain of a major project, to the flow of business transformation has begun to start, but the flow of the operation in the end how to do, operators operating flow can not be successful, for the vast majority of communications people,　　remains an unresolved problem. "Traffic management" is increasingly becoming the focus of new transformation of Chinese operators. In the second half of last year, China Telecom chairman Wang made clear that in the future a period of time will focus on traffic management, "further highlight the concept of Internet mobile phones, focus on traffic management, open intelligent pipeline and platform", mobile chairman Wang Wang also in a recent internal forum put forward the concept of traffic management,　　He stressed that data flow is not a scourge, but a new engine of revenue growth.　　However, although the "big guy" has repeatedly stressed that, but the flow of operation in the end how to do, what needs to be prepared, and even operators operating flow can not be successful, for the vast majority of the communications people, still shrouded in a fog.　　The impact of traffic shock wave data traffic on communication network is the root of the problem of traffic management. With the 3G terminal, most users feel that the wireless internet time is far more than the time for voice calls, text messages.　　Now they are most concerned about the monthly flow cost problem. For operators, with the popularity of smartphones, the biggest problem is the explosive growth in data services, which, according to Mr Wang, is not an increase of 20% or 30%, but a growth of 300%, 500%, and 600%.　　and wireless network spectrum resources are limited, no matter how the existing network expansion, can not meet the data business explosive growth needs. According to statistics, 2007 to 2009, the global mobile voice traffic increased twice times, mobile data traffic growth of 18 times times.　　According to Informa, a consultancy, the revenue from 2008 to 2013 is expected to grow steadily by 180%, but data traffic will grow 17 times times. The result of the linear growth of revenue and the geometric growth of traffic is that the marginal income of the emerging business is rapidly decreasing. There are institutional estimates, the average revenue generated per gigabyte by global operators has fallen from $5600 trillion to just $11 trillion, with only 0.01 dollars per megabyte of revenue, and China's situation is even tougher as China's 3G start-up is late, and even the early days of the construction network have been hit by smartphone challenges.　　Lu Nue-je, an expert in the Institute of Telecommunications Planning, told reporters that research data show that 2010 mobile data traffic in China is higher than mobile voice traffic, but mobile data flow revenue is less than mobile voice revenue of One-tenth.　　To walk in the mobile internet era doorway of China's communications industry, do a good job of "traffic management", so that flow into revenue, is a must do a good job. Flow Management is not operating flow fee in fact, from the operating voice business mainly to business data business, thisThe slogan operators have been shouting for several years, but in the specific operation, operators have encountered their own bottlenecks-the traditional telecommunications operators of the entire business model is based on voice traffic management, can not operate a good data flow.　　If from the point of view of the volume, the Chinese operators in recent years from the data flow in the income has been greatly improved, to China Mobile, for example, the flow fee income accounted for the share of non-dialect income has risen from the 2006 3% to 2010 years of 20%.　　But from a qualitative point of view, the current Chinese operators have a lot of worries. In the current network application, whether the wireless network or fixed network, all face the same problem, that is, "large bandwidth" occupies too much network bandwidth and capacity, resulting in network congestion and network quality decline, but did not bring corresponding income growth.　　According to Shen Shaohai, deputy director of China Telecom Mobile construction, in China Telecom's CDMA network, 30% of the users in some big cities generated 80% of the traffic, of which the traffic of data card users is 25 times times the traffic of smartphone users. The basis of traffic volume management is oriented to communication connection, while data service is required to be online. The power of the development of traffic volume, on the one hand from the "demographic dividend", on the other hand from the increase in traffic, while the growth of data traffic is more complex, higher flow does not necessarily bring higher income. The allocation of traffic volume resources is forecast + redundancy, while data traffic is the resource of "doing its best".　　Traffic volume management of the carrying business is only one voice call, and data traffic management of the carrying business is thousands ... In fact, there are many disputes between operators and users or Internet companies in the data business, such as "excessive consumption of resources", "Traffic theft", "network rate commitment not to cash" and so on, all come from the basic starting point of these two ideas of conflict. In the current trend, the voice business is dying, the Internet only represents the future, can only be operators to data business model closer, rather than the opposite.　　Therefore, do a good job of "flow Management", first of all to reconcile the contradictions between the two. Shanghai Mobile Deputy chief engineer da that, under such circumstances, the rational allocation of resources and the maximization of pipeline resources is the first problem to be put forward by traffic management. First, it needs to be reasonably distributed; second, it should get through to the source of mobile internet users and the source of information; Third, in the network to do a flow control system; Four, there is also a distribution system, it will know what kind of page you like, push the page to the end of the terminal, so that resources more efficient,　　The channel is more reasonable.　　Flow Management is not equal to the operating flow fee, it needs a more sophisticated operation, which involves the entire communication industry chain of all aspects of the system engineering.　　The need to change from "concept" to product operator transformation Flow Management is so complex that the concept has been questioned. Telecommunications expert Wang Yuquan that "traffic management" is likely to be like operators have previously proposed "transformation of information Services"The concept, although it sounds very correct, but in the execution, but can not find a clear path to achieve the desired effect." He told reporters: "When the telecommunications operators in the mobile internet age to find themselves at risk of marginalization, nature from their own, tap the potential impact of their own resources, put forward a new concept, ' traffic management ' is one of them." But this is still the product of ' Party a ' thinking ', in fact the user needs new things, not new concepts. Apple iphone is the user wants new things, so now Apple is party A, operators are not ' Party a ', but also according to ' Party thought ' out of hand, difficult!　　Yang Xiaochun, the manager of China Unicom Market integration operations, told reporters at present, the operator of the so-called "flow Management" discussion is still only stuck in the "technology mouth", occasionally some SP or big customers will request, but how to turn the flow into products sold out, "market mouth" still no movement.　　The data flow will become the next performance growth point of telecom operators, or become the consumer of communications business profits, the destroyer of Word-of-mouth, or telecom operators from the beginning of the decline, depending on the efforts of the communications people.　　Think of a diversion, a limited flow or a drainage?　　In the face of the network, such as flood of huge data flow, operators are looking for countermeasures, summed up there are mainly the following three kinds: shunt, limited flow and drainage. Shunt is currently the main means of international operators, that is, the use of WiFi network streaming 3g/4g network flow, the current global Apple iphone 60% of the traffic has been shared by the WiFi network, the essence of this method is to use cheaper, richer optical network resources to alleviate the limited frequency of wireless spectrum resources,　　But one result of this strategy is that it is increasingly difficult for operators to obtain revenue from the provision of network resources, but also increasingly marginalized by terminals and application vendors. Limit current for Chinese users is not unfamiliar, many local operators to limit Peer-to-peer applications, the press newspaper used by the broadband network also almost disable all download and streaming media tools, but this method is actually to damage the user experience at the cost of safeguarding the most basic communication services, long-term implementation,　　is a throwback to web apps rather than progress. By contrast, the use of technical means to ensure that the use of economic means to guide user consumption is the "King" of traffic management, and this goal to achieve, the manufacturer of equipment support, operators of the transformation of ideas and user experience to enhance the three indispensable.