190 | Business World Magazine |
June 2013
not only out on the street, but deep inside
a department store or on the shores of a re-
mote beach. Network coverage and capacity
for high speed communications has trans-
formed from a ‘nice-to-have’ to a ‘must-have’.
TRAFFIC MANAGEMENT
MARVEL
As Fresonke explains, data-hungry, Inter-
net-based mobile services dominate today’s
smartphone-centric world. For example,
Web video services such as “YouTube” and
“Netflix” can comprise 50 percent of all mo-
bile data traffic on a given weekend night.
The higher demand on mobile networks
equates to more subscribers sharing a lim-
ited slice of wireless spectrum. A few heavy
data users on a cellular tower can make it
miserable for all the other users attempting
to use the network via that same tower. The
woman struggling to get a connection to
check movie times couldn’t care less that the
guy in the apartment next door is watching
flawless video. This is an example of ‘fair use’
of a network. Carriers need to give all their
customers a good experience, balancing out
