Smartphones Trump Tablets: Latest Arieso Analysis of Mobile Data
Use Reveals New Challenges for Operators
Smartphone users now consistently consume more mobile data than
tablet users
iPhone 5 users are the “hungriest” data consumers, demanding 50%
more than iPhone 4S users and four times as much as iPhone 3G
users
40% of all data is consumed by 1% of users, but LTE starting to take the strain
SINGAPORE, Jan. 14, 2013 /PRNewswire/—For the
third year running, Arieso has unveiled the latest trends in mobile
data usage in a new report. Using ariesoGEO to provide insight into
the nature of billions of mobile connections, Arieso’s most recent
analysis reveals new challenges for the world’s operators from 2013
onwards. Despite a surge in the market for tablets, smartphone
users have overtaken tablet users in their thirst for mobile data
for the first time. As overall mobile data consumption continues to
rocket, driven by new devices and richer content, the study
suggests that extreme users are beginning to move to new
LTE networks, but there is no let up on
existing networks.
“Yet again we found that novel usage patterns, new technologies
and regional idiosyncrasies are conspiring to make life
increasingly difficult for mobile operators trying to meet evolving
customer expectations. The ability to conduct detailed analysis
such as this is critical in giving operators a rich source of
intelligence to help boost network performance and enrich user
experience,” said study author and Arieso CTO, Dr. Michael Flanagan.
Tablets, ‘phablets’ and smartphones
For the first time, smartphone users are consistently consuming
more mobile data than tablet users. Out of the top ten most
voracious devices (excluding dongles) six were smartphones, three
tablets and one a ‘phablet’. Tablet users placed 4th, 8th and
9th.
“This is pretty counterintuitive, but it seems the capabilities
of the newest smartphones – not tablets – are unleashing even
greater user demand. Once you move away from raw consumption
statistics, the most remarkable finding is the way in which people
use smartphones and tablets,” continued Flanagan. “Regardless of
device type and operating system, there is very little variation in
the usage ‘signature’ between smartphone users and between tablet
users. From this we discover that voice-capable ‘phablets’ – like
the Samsung Galaxy Note II – are currently being used like
smartphones, not tablets. If you can use it to make a phone call,
the ‘phablet’ won’t be much like a tablet at all.”
Apple iPhone still popular: but for how long?
From the 125 devices studied, users of the latest iPhone again
proved the most voracious data consumers. But for the first time in
three years, this dominance is being challenged.
Users of the iPhone 5 demand four times as much data as iPhone
3G users and 50% more than iPhone 4S users (the most demanding in
the 2012 study). However, Samsung Galaxy S
III users generate (upload rather than download – photos,
videos etc.) nearly four times the amount of data than iPhone 3G
users, beating iPhone 5 users into third place on uplink data usage
behind the Samsung Galaxy Note II. And in the rapidly growing
tablet market, Samsung Tab 2 10.1 users have asserted their
dominance – demanding 20% more data than iPad users.
Dongles dash for LTE
Last year, the study revealed that 1% of users consume 50% of
the downlink data on 3G/UMTS networks. This year, the hungriest 1%
consume 40% (the hungriest 0.1% consume almost 20%, the hungriest
10% consume 80% of the downlink data) as LTE
starts to make an impact.
“The region we studied this year has recently launched
LTE, and we’re already seeing extreme users –
especially those with dongles – starting to flock to 4G,” said
Flanagan. “In many respects, this is great news – LTE networks are doing their job. But the consumption
levels and patterns of LTE use are very
different to what operators could expect from 3G. It’s a complex,
fluid and increasingly high stakes situation for operators to deal
with. Having performance engineering solutions that can reveal the
customer experience across multiple technologies is going to be
vital to understanding this going forward.”
Network operator response: LTE, SON and
small cells
LTE introduces much-needed bandwidth and
relieves pressure on UMTS networks. However,
operators cannot relax their focus on network planning,
optimisation and performance – LTE holds a
sting in its tail.
“For three years now we’ve seen how greater technical
capabilities lead to greater data consumption by consumers. From
our own experience helping operators around the world prepare their
networks for evolving user demands, we hypothesise that
LTE alone won’t ‘solve’ the data problem – it
will exacerbate it,” warned Flanagan.
Arieso is finding that to effectively meet the needs and
expectations of LTE customers and extreme
users, a different approach to network design is required. Small
cells will be important, but the placing and management of these
assets must be undertaken with even greater surgical precision.
“Way back in history (relatively speaking) the NGMN defined a number of use cases for ‘Self-Organising
Networks’. The very first was for the placement of base stations.
With the right location intelligence pervading the network –
identifying where, for example, extreme LTE
users congregate – operators will immediately know where to place
small cell assets,” said Flanagan. “SON for small cells will also
help operators attack some of the other challenges with hetnets
including interference management, inter-radio access technology
handover and coverage and capacity optimization.”
Regional differences
The study data originates from a tier-one European operator but
is relevant to operators around the world because relative
consumption between device users remains constant between
geographies. The regional differences, therefore, relate to the
operating conditions in each market:
Latin America: Network operators in the region are experiencing
a ‘perfect storm’. Numerous reports predict substantial growth
rates for mobile data consumption in Latin America, but most
networks have only been designed and optimized for voice. The
characteristics of mobile data mean that any substantial increase
in use will dramatically shrink coverage and quality of service on
voice-optimized networks. Meanwhile, in-building performance will
also suffer. The impact has manifested quickly with national
regulators intervening with aggressive sanctions in Brazil. The
study findings confirm the reasons that Latin American operators
are using Arieso’s technology to be quicker to plan, roll-out and
optimize their networks to be ready for the surge in data usage
that the newest smartphones unleash amongst consumers.
Asia Pacific: Network operators in developed Asia Pacific –
specifically South East Asia – are expected to experience similar
data growth rates as in Latin America, but start from a much higher
base. At the same time many operators in this region are much more
familiar with the demands of mobile data consumers and LTE networks. However, even with the new bandwidth and
spectral efficiency provided by LTE,
operators cannot sustain long term data growth projections.
Accelerating effective small cell strategies – including the use of
SON for small cells – will be critical if
Asia Pacific operators are to avoid spectral exhaustion and the
attention of regulators, as experienced recently in Singapore.
Other regions are addressed in the full report.
“Wherever they are in the world, operators have to deal with
similar challenges created by extreme data use,” concluded
Flanagan. “Every year, the situation gets tougher and more
complicated. But it is worth remembering two salient points. One,
that these challenges only result from our industry’s incredible
success in creating devices, services and networks that billions of
people want to use every hour of every day. Two, that these puzzles
are surmountable through careful attention to the needs of
subscribers where they demand services from the network.”
Arieso has published the detailed findings of its latest
studies, conducted utilising its ariesoGEO location intelligence
solution, together with in-depth analysis in its report
“Smartphones Trump Tablets: Recent Trends in Extreme Data” which is
available upon request.
About Arieso
Arieso is the world’s leading provider of intelligent, location
aware solutions that enable mobile network operators to focus their
businesses on the evolving desires and expectations of their
customers. The company’s solutions locate, store and analyse data
from billions of mobile connection events, giving operators a rich
source of intelligence to help boost network performance and enrich
user experience. This intelligence transforms the effectiveness of
network performance engineering; enables customer-centric
self-optimising networks; creates true understanding of customer
experience and enables monetization of unique insights.
Arieso’s proven carrier grade solutions are resilient and highly
scalable. Operating on five continents, Arieso’s clients include
mobile operator groups such as America Movil, AT&T,
MTN, Telefonica and Vodafone, and leading
equipment vendors including Alcatel Lucent and NSN.
To request the report:
Email: [email protected]
Press Contacts:
Duncan McKean / Lorna McLennan
Email: [email protected]
Tel: +44-(0)-20-7313-4411
Grace Cuenca
Email: [email protected]
Tel: +65-6221-8322
Rasyida Samsudin
Email: [email protected]
Tel: +65-6221-8729