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Last modified:
  16 Mar 2008
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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 characteristics   supplied 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 registry helps 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.  

 www.megisto.com