Avvasi’s Xperium Video Minutes allows networks, for the first time, to measure and manage a video’s quality in real time and to charge for video traffic per minute, rather than per megabyte.
This innovation has the double benefit of simplifying the usage, consumption and purchase of video services, while providing a new revenue stream for network operators. Separating video from data traffic will greatly increase chances for network operators to answer the question: “What is your video ARPU?”
Detecting, measuring and charging for video services in mobile networks is an emerging challenge that network operators are ill-equipped to address. The current network elements participating in mobile video delivery are inadequate to help network operators detect, measure and charge for video accurately. Intelligent GGSN and Evolved Packet Core implement more and more network analytics to account for data traffic but are focusing their effort on the transport layer. As a result, video is treated just like the other data traffic, which results in a counting of protocols, bytes, network speed, etc… Current charging models for mobile video are non-existent, in the sense that network operators charge for video in the same way as they charge for the rest of the data services – selling buckets of monthly traffic to users who don’t understand, let alone value, how watching a video will impact their bill.
The majority of users have no idea how many megabytes a typical video is. The complexity of formats, definition or network conditions that can influence a video size makes the exercise impossible for any subscriber.
Mobile network operators need to address this issue head-on. Consumers will not indefinitely pay for a video service that they perceive as variable quality and an unpredictable cost. Mobile video must be measured and managed differently from the rest of the data traffic if operators hope to reintegrate into the value chain.