Allot Communications - MobileTrends_H2-2010_FINAL

8/3/2019 Allot Communications - MobileTrends_H2-2010_FINAL

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a mind for networks

Allot MobileTrendsGlobal Mobile Broadband Traffic Report

H2, 2010


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a mind for networksAllot MobileTrends Global Mobile Broadband Trac Report, H2/2010

2011 Allot Communications. All rights reserved.1

Executive OverviewThe Allot MobileTrends Report is an ongoing initiative to track global IP application, bandwidth usage

and bandwidth growth in mobile broadband networks. The anonymous data in this report was collected

rom July 1 to December 31 2010 (H2, 2010), rom leading mobile operators worldwide with a combined

user base o more than 210 million subscribers. This paper presents some o Allots key ndings.

This is the th Allot MobileTrends Report to date.

Key Findings from H2, 2010 Global mobile data bandwidth usage grew by a signifcant 73%, culminating in a 190% overall

2010 growth rate.

Video streaming continues as the astest growing application type with 94% growth. Video

streaming remains the single largest application type worldwide, accounting or over one thirdo global mobile data bandwidth.

YouTube remains the single most important website or video streaming and sharing, and is

responsible or 17% o overall global mobile data bandwidth.

Twitter grew with a breathtaking 378% increase in global mobile data bandwidth. During 2010,

Twitters annual increase was an astounding 1800%.

Apples App Store is responsible or 89% o overall app store download trafc. Googles

Android Market experienced a rapid growth rate o 177%.

File sharing represents a signifcant 30% o mobile bandwidth.

Voice over IP (VoIP) and Instant Messaging (IM) application types remain the second astest

growing application worldwide with an 87% increase in global mobile data bandwidth.

Skype continues its dominance o the mobile VoIP market, accounting or 87% o global mobile

VoIP bandwidth.

ConclusionVideo streaming and social media, continue to assert their dominance within the mobile broadband

market. In addition, the growth in app store downloads is testimony to the vibrancy, dynamic natureand potential o this market.

The impact that mobile broadband has had on the way we live our lives cannot be underestimated as

we take the age o anywhere-connectivity completely or granted. As operators move towards 4G/LTE

and converged networks, they need to understand that it is not just the sheer volume o trac that is

relevant, but also the unique value that these individual applications provide to us. Leveraging this

value will become even more critical as operators will be expected to provide a more enriched and

personalized experience or their users.


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Allot Communications


Allot MobileTrends Global Mobile Broadband Trac Report, H2/2010 a mind for networks

Global Bandwidth & Application Growth

Growth in mobile data usage, H2/10

Global bandwidth continued its steady growth during the second hal o 2010 with 73% growth,

culminating in a 190% overallannual growth or 2010. This strong growth intimates that, as mentioned

in the previous report, the mobile broadband market has still not reached its ull potential and thatthis dynamic market has a long way to go beore achieving ull maturity.

Video streaming continued to lead the roster o application types with 94% growth over H2 2010,

cementing its position as the astest growing application type worldwide. The consumption o

video streaming applications continues to increase, and with smartphone sales accounting or 19%

o worldwide mobile devices sales1 and tablets becoming increasingly popular, videos popularity

sees no sign o abating. File sharing continued to grow at a rate o 36%. These typically aggressive

application types are still responsible or much o the congestion within mobile data networks.

VoIP (Voice over IP) and IM (Instant Messaging) applications continued as the second astest-growing

application type with an 87% rise. The dramatic rise in bandwidth used by these types o applicationsrefects the depth o the synergy between social media apps and mobile broadband which is made

more user-riendly by the increasing range o device-standard multimedia eatures.

0%

20%

40%

60%

80%

100%

Growth

WebBrowsing

VideoStreaming

VoIP & IM FileSharing

OtherApps

Global Mean: 73%

1 http://www.readwriteweb.com/archives/gartner_smartphone_sales_up_50_android_takes_overt.php


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Application Breakdown

As expected, video streaming has remained the worlds most dominant application type with 37% o

global mobile bandwidth, and shows no signs o waning popularity.

File sharing represents 30% o global mobile bandwidth, as the application type continues to be

popular with subscribers who regard the mobile internet as a direct substitute or xed connectivity.

VoIP and IM expanded their bandwidth share to 4% in the second hal o 2010. Despite the signicant

87% growth2 that these application types experienced, their actual bandwidth share is relatively

minor. The real signicance o these application types is in how easy they are to use on smartphones

and mobile internet devices (MIDs), the loyalty that users display towards them, and their resultant

must-have nature which has made them a strong driver or buying devices.

Mobile data usage broken down by top

applications, H2/10

WebBrowsing

26%

VideoStreaming

37%

File Sharing30%

Other Apps3%VoIP & IM

4%

Mobile data usage trends broken down by

top applications, Q2/09-Q4/10

Web Browsing

Video Streaming

File Sharing

VoIP & IM

0%

5%

10%

15%

20%

25%

30%

35%

45%

40%

Q2/09 Q3/09 Q4/09 Q1/10 Q2/10 Q3/10 Q4/10

2 See page 2


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Video Streaming

YouTube experienced signicant growth in H2, 2010 o 190% as compared with 123% in H1, 2010.

The overall annual growth during 2010 was 547%. As video streaming continues to reign supreme

within mobile networks, YouTube continues as the single most signicant website or video streamingand sharing, now accounting or 45% o the overall mobile video streaming trac and 17% o the

total trac on mobile networks.

Although VoIP and IM applications account or a small percentage o the overall mobile broadband

bandwidth, their growth indicates that despite their low impact on actual bandwidth usage, their

popularity and rising installed base indicate that these applications are likely to play an increasingly

signicant role as they are oten seen as direct alternatives or other operator services.

YouTube17%

Other Apps.83%

Other VideoStreaming

55%

YouTube45%

YouTube as a percentage o total global

mobile video streaming, H2/10

YouTube as a percentage o total global

mobile bandwidth, H2/10


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App Stores

Apples App Store is by ar the most popular app store to date, with downloads rom this store

responsible or an 89% share o the overall app store download trac. Googles Android Market lags

ar behind with only 9% o the download trac. However, in terms o growth this situation is reversedwith Android Market experiencing a rapid growth rate o 177% during H2, 2010 as opposed to App

Store which grew at a much slower 54%.

As the mobile value chain continues to evolve, operators are increasingly looking at launching their

own app stores as a means or them to add value to their oering and increase their ARPU. The

relationship between the app stores and the take-up o smartphones and MIDs is symbiotic with each

element driving the other orward. With worldwide mobile app store revenue orecasted to increase by

190% in 20113, app stores are certain to play a prominent role in the mobile value chain evolution.

App Store Share, H2/10 App Store Growth, H2/10

Ovi1%

AndroidMarket

9%

Apple AppStore89%

Other

1%

3 http://www.gartner.com/it/page.jsp?id=1529214


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Social Networking

Twitter continued to grow at a breathtaking rate during the second hal o 2010, with a 378% increase

in global mobile bandwidth. The overall annual growth rate or 2010 was a tremendous 1800%. This

is undoubtedly due to a variety o actors including the increase o 100 million registered accounts over20104, the growth o Twitter as a mainstream orm o communication where people are increasingly

tweeting instead o texting messages, the continuing integration o Twitter into other social networking

sites, and o course the increase in smartphone and MID adoption.

Facebook experienced signicant growth during H2, 2010 with a 267% rise in global mobile bandwidth

and a 1000% growth rate in 2010. One o the likely explanations or this is the ongoing increase

in mobile Facebook users which now stands at 200 million active users who are twice as likely to

be active on the website as non-mobile users, and also the increasing number o mobile operators

who are actively promoting Facebook to their subscribers5. The usion that exists between dierent

social media websites continues to strengthen as these sites expand their oering or users and they

become a more entrenched part o our daily lives.

0%

50%

100%

200%

300%

150%

250%

350%

400%

Twitter Facebook YouTube MySpace

4 http://blog.twitter.com/2010/12/whos-new-on-twitter-hindsight2010.html5 http://www.acebook.com/home.php#!/press/ino.php?statistics

Growth in top social networking and video sharing applications, H2/10


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Yahoo! Messenger

1%

OtherVoIP10%

Skype87%

Google Talk1%

Windows Live

1%

WindowsLive24%

Yahoo!Messenger

27%

Google Talk12%

ICQ3%

QQ19%

Other IM15%

VoIP and Instant MessagingApplicationBreakdown

Top VoIP applications in mobile

broadband, H2/10

Skype has continued to increase its dominance o the VoIP market and is now responsible or 87%

o global mobile VoIP bandwidth. During H2 2010, Skype grew by a tremendous 114%, increasing

urther the gap between itsel and other VoIP applications including Google Talk, Yahoo! Messengerand Windows Live. Skypes increased hold on this market is due in part to the rise in partnerships

with mobile operators to preload Skype on handsets, and thereore to present users with a ready-to-

use, ocial VoIP alternative to traditional phone calls.

Yahoo! Messenger has remained the most popular Instant Messaging application (in terms o non-

VoIP usage) and accounts or almost 27% o global IM bandwidth. However, it should be noted that

since H2/2009 Yahoo! Messengers share o IM bandwidth has consistently eroded6.

QQ, a Chinese language IM application has retained its popularity amongst its international target

market with 19% o the global IM bandwidth and remains the third most popular IM application

worldwide. QQs audience resides mainly but not wholly in the APAC region.

Top IM applications in mobile

broadband, H2/10

6 Allot MobileTrends Report, H2/2009


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MobileTrends Report Methodology

The MobileTrends Report is based on statistics collected rom mobile networks around the world,representing more than 210 million subscribers. The detailed inormation was gathered using the long

term reporting capabilities o Allot NetXplorer, Allots centralized management & reporting system. The

length o the collection period allows accurate identication o usage trends and patterns, reducing

the infuence o any temporary events in the monitored networks.

The data collected or this report was totally subscriber-anonymous. Subscriber identiying inormation such

as IP addresses, usernames or MSISDN were not retained in the data gathered rom the mobile networks.


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Glossary

App StoresApp stores reer to a service available to users o smartphones and mobile internet devices, e.g.,

tablets, netbooks, etc., that enables them to download a wide range o ree and paid applications,

specically suited or the particular MID. App Stores include Apple App Store, Google Android Market,

BlackBerry App World, Nokia Ovi Store, Palm App Catalog, Windows Marketplace or Mobile and

others.

File Sharing

Reers to HTTP download services, in particular rom One-Click hosting sites such as RapidShare and

Megaupload and P2P applications such as Bittorrent and eMule. In previous reports File Sharing was

broken down into Peer-to-Peer and HTTP download.

Instant Messaging (IM)

Originally, instant messaging applications delivered real-time text-based communications between

two or more users over the internet. Todays IM applications oer a wider range o communication

services including video conerencing, voice communications and le transer. Instant messaging

applications include Windows Live!, Yahoo! Messenger, QQ and so on.

Video Streaming

Reers to communication directed through video sites including either user generated content (UGC)

such as YouTube or content provided by sites such as Hulu, cnn.com and BBC iPlayer.

Voice over IP (VoIP)Reers to sotware applications that allow users to deliver over IP networks in general and internet in

particular. Internet VoIP is provided by a range o applications such as Skype, GoogleTalk and also by

most popular Instant Messaging applications.

Web Browsing

Reers to HTTP trac associated with website browsing or other HTTP trac which is not downloading

or streaming. In addition, web browsing also includes apps delivering real time updates and statistics

over HTTP.


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a mind for networks

Americas: 300 TradeCenter, Suite 4680, Woburn, MA 01801 USA Tel: (781) 939-9300 Toll ree: 877-255-6826 Fax: (781) 939-9393

Europe: NCI Les Centres dAaires Village dEntreprises Green Side, 400 Avenue Roumanille, BP309,

06906 Sophia Antipolis Cedex, France Tel: 33 (0) 4-93-001160 Fax: 33 (0) 4-93-001165

Asia Pacifc: 6 New Industrial Road, #08-01, Hoe Huat Industrial Building, Singapore 536199 Tel: +65-6283 8990 Fax: +65-6282 7280

Japan: 4-2-3-301 Kanda Surugadai, Chiyoda-ku, Tokyo 101-0062 Tel: 81 (3) 5297-7668 Fax: 81(3) 5297-7669

Middle East and Arica: 22 Hanagar Street, Industrial Zone B, Hod-Hasharon, 45240, Israel Tel: 972 (9) 761-9200 Fax: 972 (9) 744-3626

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llotCommunications,

02.2

011.Specifcationssubjecttochangewithoutnotice.AllotCommunicationsandtheAllotlogoareregisteredtrademarksoAllotCommunications.

Allotherbrandorproductnamesaretrademarkso

theirrespectiveholders.

www.allot.com [email protected]

About Allot CommunicationsAllot Communications Ltd. (NASDAQ: ALLT) is a leading provider o intelligent IP service optimization and revenue generation solutions or mobile and xed broadband operators and large

enterprises. Allots rich portolio o solutions leverages Dynamic Actionable Recognition Technology (DART) to transorm broadband pipes into smart networks that can rapidly and eciently

deploy value added Internet services. Allots scalable, carrier-grade solutions provide the visibility, topology awareness, security, application control and subscriber management that are vital to

managing Internet service delivery, enhancing user experience, containing operating costs, and maximizing revenue in broadband networks. For more inormation, please visit www.allot.com

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