Consumer-G: Focus on Customer Experience - Cambridge Wireless
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Consumer-G: Focus on Customer Experience Copyright © Arqiva Limited 2015 Cambridge Wireless – Mobile Broadband SIG 1
New-G Promise Stretch old-G, in isolation
1G 2-2.5G 3G 4G 5G
2kbps 64kbps 2mbps 1Gbps >1Gbps
AMPS 2G: TDMA, CDMA, GSM WCDMA Single standard Single standard
2.5G: GPRS, EDGE CDMA-2000 OFDMA, SC-FDMA OFDMA, SC-FDMA
1984 1999 2002 2010 2015
802.11b 802.11a 802.11g 802.11n 802.11ac v2 802.11ad
11mbps 54mbps 54mbps 600mbps 1gbps 7gbps
(2.4GHz) (5GHz (2.4GHz) (2.4+5GHz) (5GHz) (60GHz)
CCK, OFDM OFDM, DSSS OFDM, OFDM, SC, OFDM,
DSSS SU-MIMO MU-MIMO, MU-MIMO,
Channel Channel
Bonding Bonding
Copyright © Arqiva Limited 2015 Cambridge Wireless – Mobile Broadband SIG 2
Towards 5G What are we prioritising on solving?
Co-Channel CoMP & eICIC
1 Greater Coverage 3GPP R10 – R11
More Macro deployments
Carrier Aggregation
2 More Capacity 3GPP R10 – R13 Higher-order MIMO
3D-Beamforming
Dual Connectivity
? Service Continuity 3GPP R12 – R13 3GPP-WiFi Interworking (ANDSF*)
(LTE WiFi Aggregation – LWA)
Copyright © Arqiva Limited 2015 Cambridge Wireless – Mobile Broadband SIG 3
*ANDSF: Access Network Discovery and Selection Function, http://www.3gpp.org/dynareport/24312.htm
Consumer-G Simplicity
Unclear benefits of new-G vs. price to upgrade
Slow adoption of New-G
Killer apps for 5G that require continues coverage
• MUST HAVE: Still Voice! (CS or IP based)
• Increasingly important: App coverage
• Latest USwitch report ranks “Coverage”, as one of
the 3 most important factors for UK smartphone
users
*Source: http://www.uswitch.com/media-centre/2015/08/as-smartphones-evolve-into-wallets-two-thirds-worry-mobile-makers-are-
forgetting-about-the-basics/
Copyright © Arqiva Limited 2015 Cambridge Wireless – Mobile Broadband SIG 4
Consumer-G Don’t care Which-G
Need reliable, affordable and seamless voice and data service,
EVERYWHERE!
• e.g. Korea Telecom (KT) – ubiquitous coverage via outdoor-indoor small cells and WiFi
UK Consumers value WiFi as much as cellular – Offer it to them
• “Public WiFi in a 4G World” report1, first UK public WiFi research piece:
− Preferred provider: 59% of respondents expect MNOs to provision them with WiFi
− Stickiness: 58% are willing to switch operators for a bundle with inclusive WiFi
− 4G subs value WiFi: 4G subscribers place a higher monetary value on public WiFi than 3G subscribers
and 75% of 4G subscribers use public WiFi
− 3G subs prefer WiFi: 3G subscribers prefer public WiFi over cellular
− Device uptake: 53% of their subscribers would still be using congested 2G/3G services at least until
2017
− (Ericsson report more pessimistic – most devices will still be on 3G by 2020 globally)2
Copyright © Arqiva Limited 2015 Cambridge Wireless – Mobile Broadband SIG 5
Sources: 1. http://www.analysysmason.com/Research/Content/Reports/Public-Wi-Fi-networks-in-a-4G-world/, surveyed 2000 UK consumers
2. http://www.theregister.co.uk/2015/06/04/lte_will_catch_up_with_3g_by_2020_ericsson/
Towards 5G Will Service Continuity make it?
Outdoor-Indoor Hacks:
• Lower frequency for greater
indoor penetration runs out of
capacity quickly
• LAA/LTE-U too expensive to
implement
• VoWiFi implementations
confusing to consumer
ANDSF that gives MNOs
control over Cellular/WiFi
OUTDOOR INDOOR decision not a priority of MNOs
at the moment
Small Cells interest at early
stages – more outdoor than
indoor
Copyright © Arqiva Limited 2015 Cambridge Wireless – Mobile Broadband SIG 6
Commercial Impetus Industry
Do cellular industry vested interests create barriers to
reaching truly seamless convergence of cellular and
WiFi as WiFi is viewed as a 'dirty' solution?
• Is LAA/LTE-U on the right path to convergence or just adds
more spectrum?
• More spectrum is not the panacea – it will fill up
Are MNOs prioritising WiFi, Small Cells & Macro
integration?
• Network and device vendors are developing features that
integrate WiFi and cellular (Dual Connectivity, ANDSF in R12,
LWA proposed in R13)
• But most MNOs still focus on Macro
Copyright © Arqiva Limited 2015 Cambridge Wireless – Mobile Broadband SIG 7
Industry Driver MNOs’ Roadmaps
MNOs’ roadmaps driving new service propositions and
uptake – network and handset vendors follow
Example of KT GiGa internet service using LWA
If MNOs embraced Small Cells and WiFi from a MNO-managed
experience perspective, consumers would adopt new-G earlier:
• Bridge the outdoor-indoor service gap and improve indoor coverage
• Reduce macro interference and serve more customers
• Minimise hardware upgrade cost via LWA which is more focused on convergence
and consumer experience as LTE packets travel over WiFi
• Vendors and governments can have their cake by selling more Small Cells and
more spectrum respectively!
Copyright © Arqiva Limited 2015 Cambridge Wireless – Mobile Broadband SIG 8
The Road to 5G Consumer-G
Let’s not lose the forest for the trees by focusing on capacity only
Focus on session continuity by introducing Small Cells and WiFi as an MNO-
managed experience
MNOs cannot solve the convergence problem alone
• Standardised protocol development is paramount to:
− Avoid value chain inefficiencies that lead to higher costs for consumers
− Accelerate new technology adoption by consumers
Copyright © Arqiva Limited 2015 Cambridge Wireless – Mobile Broadband SIG 9
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