The
importance of 'Push services' for mobile operators
by Carol
Politi, co-founder and vp marketing with Megisto Systems with Ramana Gollamudi,
director of system architecture and Alika Nagpaul, senior manager of strategic
marketing
Mobile
data is finally seeing significant uptake with well-executed GPRS services.
Uptake also is on the rise because of the arrival of such applications as photo
messaging (MMS) and Vodafone Live!, which are helping to build actual data revenues.The mobile industry now is at a point at which all the ingredients are in
place for operators to become aggressive in creating and deploying new data
services. High quality devices are available and even more devices are rapidly
coming into the marketplace. Content providers – both large and small - are
working closely with operators to deploy tailored mobile applications. The
number of mobile applications is potentially limitless; even today there are
thousands.
This
is all good news for an industry that made significant bets on the success of
mobile data services. What, however, contributed to the almost universal view
that the launches of most mobile data services have not been successful? And why
have operators not seen much utilisation of their mobile data networks?
The
answers to these questions lie in part in the complexities of choices,
compounded further by complexities of the mobile data services themselves. With
current service offerings, the overall result has been a poor user experience.
According to industry analyst firm, Strand Consult, as mobile phones become more
complicated, simplified use with fewer buttons becomes more important. Users of
mobile devices do not want to spend time searching for information; they want it
at their fingertips, at the instant they need it.
For
network operators, the success of mobile email applications is an indication of
one key to enhancing the user experience. Devices like RIM's (Research In Motion)
Blackberry provide insight into the features that users want from always-on
mobile connectivity. Taking existing, proven applications like corporate email
and making them relevant and useful in the wireless world are the keys to faster
adoption, and to immediate revenues for network operators.
The Value of “Push”
in a Mobile Environment
The key to the success of mobile email is its ability to provide always-on,
real-time delivery of information directly to the user’s wireless device, a
feature commonly known as push services. The
size of the mobile device, the throughput of the operator’s network, and the
behaviour patterns of the user combine to make push an ideal solution for
wireless data. Push
is a very powerful concept. It refers to the ability to receive and act on
information asynchronously, as the information becomes available, instead of
forcing the application to use synchronous polling techniques that increase
resource usage and make the user more aware of any latency and bandwidth
limitations in the network.
With
push capabilities, mobile applications can send personalised information
automatically to subscribers based on their profiles and preferences. For
example, instead of an estate agent’s surfing the Web and slowly
downloading information regarding a new listing, applications with push
capabilities can drive this information directly to him or her in real time.
The
Mobile Service Infrastructure behind Push
So
how can operators provide personalised push services to subscribers?Especially
to the mobile professional subscribers who are hungry for mobile data services
and want service no matter where they roam in the network and regardless of the
type of network into which they roam (GPRS, Wi-FI, 3G)?The answers lie in the mobile service core network of the operator. The
network is the key to integrating subscriber-centric service delivery, as
opposed to the constraint-driven service models already built on ad hoc adaptations of network elements from the Internet world.
In
today’s mobile networks, applications typically use a 'pull,' or
synchronization, technique to retrieve data. The pull method is that in which
the mobile client periodically polls the server to determine whether any new or
changed content is available and then initiates transfer of the new content from
the server. Continuous polling of the application server eats away at a premium
operator resource—bandwidth—even if no data is available to retrieve. (In
many cases, applications also must re-synchronize all events after each poll,
even if there has been no change.) In the wired world, the latency that a
subscriber experiences from the time he requests the information usually is not
a problem; in the wireless world, however, the bandwidth constraints of mobile
networks causes latency to become a major issue in the user’s experience.
A
push-based implementation in which the application pushes out the information
whenever an update is available solves many of these problems. The issue of low
bandwidth can be addressed through downloads in the background, as is typically
done in today’s mobile email applications. In the absence of presence
information, however—that is, the ability to determine whether the user is on
his home network or roaming—push implementations also become ineffective
because the application must poll clients constantly.
To
work around these problems, the mobile industry devised a simple, if somewhat
blunt, approach that uses SMS alerts. In this implementation, the end-user
receives notification via SMS that some new data arrived, and asks whether the
end-user wishes to proceed with retrieval of that data. If he or she does, then
he or she must retrieve the information manually.
Fig 1:
Modified “Push” Service Based on SMS Alerts over GPRS
This
approach fails to deliver on the desired user experience of always-on, real-time
connectivity. In slightly enhanced versions of this mode, application providers
deploy modified push implementations in which SMS is used to wake up the mobile
client and sync it with the application. But such implementations use the
operator’s bandwidth-constrained signalling channels for traffic and do not
produce revenue. These implementations also require that corporate applications
become aware of the myriad mobile data bearers and be written to deal with
client-specific differences in the handling of SMS.
Deploying Always-on Push
The
key to deploying genuine push services, therefore, lies in enabling applications
to detect a subscriber’s presence on the network and send information if—and
only if there is data to send, regardless of the user’s device or location.From the moment the mobile subscriber’s terminal (be it a mobile phone
or a PDA) initiates a GPRS session, a PDP context is established. Using
protocols like RADIUS, the user is authenticated onto the network and is
interrogated for the list of applications authorised to receive presence
information about the subscriber. Once established, the application server must
be notified of the user’s presence so that, whenever new data for that user is
received at the corporate application server, it can be pushed automatically to
the appropriate mobile device.
In
developing such a solution, many technical and operational challenges need to be
addressed. An application needs to know the relationship between the user’s
identity and user’s IP address, as well as information on the user’s
location (that is, roaming or not roaming) and access network (policies may
differ based on whether the subscriber is on a 2.5G, 3G, or Wi-FI network). A
major challenge in implementing such a solution for the corporate subscriber is
the complexities associated with multiple schemes used for corporate IP
addressing and the ways to deal with private overlapping addresses. For the
corporate user, the mobile operator does not always have the control of the IP
address. Unfortunately, the typical standard presence servers in an operator’s
network are not useful: they are not optimised for LAN-based applications and
cannot deal with the vast security and address implications associated with
corporate applications. A usable push solution needs something simple that
integrates with a corporation’s addressing and security schemes.
The
ideal network-based push service solution must integrate presence detection with
simplified address binding. It also must provide flexible policy- and
rules-based management. The best point to implement such a solution is the
“service control point” in the mobile service core network. Megisto’s
implementation of an advanced service control point, the Mobile Service Delivery
System (MSDS) combined with Megisto’s Simple Dynamic Push capability,
incorporates all the required elements of this ideal solution. Simple Dynamic
Push capability can manage the presence notifications between the corporate
application (or any presence database) and the user’s device over the
operator’s network. Simple Dynamic Push capability maintains and tracks key
information it receives from the MSDS, including the subscriber’s telephone
number, assigned IP address, access network identity, and access network type.
Smart
applications can make use of the network characteristicssupplied along with presence notification to enhance the content
delivery. For example, when the subscriber is connected via a relatively low
bandwidth network (example GPRS) the application can push abbreviated
information to the client (example mail headers).However, when the application is notified that the subscriber has moved
to a high bandwidth access network (for example, when the subscriber roams into
a Wi-FI hot spot) the application can download large amount of rich content (for
example, mail body containing graphics etc. that consume a lot of bandwidth).
Applications developed for mobile environments have to be aware of the
characteristics of the different types of mobile environments that exist and
modify their behavior dynamically to provide the user with a satisfying
experience and achieve success.
Fig 2: True “Always-on Push” Solution
This
push capability also must work with the capabilities that already exist on
client devices. Within thick clients, a connector framework is required to
associate incoming push messages with a specific application. Because terminals
are becoming more programmable—especially those targeted at the professional
subscriber—this lightweight push connector is easy to deploy. In addition, the
ability to make use of the push model of application content delivery on
standard terminals is receiving significant interest within the wireless
application development forums. For example, in the Java world, J2ME/MIDP
created a powerful framework to develop applications based on the push paradigm.
The application developer can take advantage of the Push Registry supplied by
the J2ME engine on the mobile device. This registryhelps
in notifying the client application whenever a connection is set up with the
mobile device, for example, whenever a network-initiated connection is set up.
In addition, Java has programming constructs by which application developers can
listen on a TCP or a datagram socket while they wait for pushed data. The socket
paradigm for application development is a well-understood and popular method
among network application developers. In addition, the push paradigm is under
serious consideration in various standards bodies like the Internet Engineering
Task Force (IETF).
Summary
As
more enterprises examine ways to take advantage of always-on networks like GPRS,
Wi-FI, and, eventually, 3G, operators must deliver a compelling mobile experience
across myriad applications.Clearly,
push is the key to making the mobile experience more compelling. To date,
however, operators are ceding the value they could reap from push services to
such application developers as RIM. Even worse, they are paying
these application developers for this value.
Instead,
operators could complement their Blackberry services with a network-based push
facility that works independently of devices and applications. The additional
benefit of this push facility is its ability to free the enterprise of the need
to deploy infrastructure, if not entirely then almost entirely. This liberation
requires technology that already is available today: a network-based push
facility that delivers presence information to applications based on subscriber
service policy. Operators that deploy these capabilities can expand the number
of compelling, push-enabled services on their networks. They also can expand the
value they provide from within their networks and increase their profit margin
from each subscriber that uses the service.