& cplSiteName &

Spanish Mobile Challenger Wields DPI

Michelle Donegan
LR Mobile News Analysis
Michelle Donegan

Spanish mobile operator Yoigo has shown that deep packet inspection (DPI) technology can be used for generating new revenue, and not just as a tool for managing bandwidth and blocking certain types of traffic.

Yoigo, majority owned by Sweden's Telia Company and currently the fourth-largest operator in Spain with about 2.3 million customers, launched a mobile data up-sell program in December 2010 using DPI equipment from Procera Networks Inc. (Nasdaq: PKT). (See Yoigo Picks Procera and TeliaSonera Launches Yoigo.)

Here's how it works. When customers approach their monthly limit for mobile data, they are first alerted and then directed to a Web page, where they can opt to buy a data top-up or do nothing, which results in the customer's service speed being reduced to 128 Kbit/s once (if) the limit is reached.

And the results so far? The operator has experienced a 72 percent acceptance rate of the mobile data up-sell option since the launch in December, according to Yoigo CEO Johan Andsjo.

For Andsjo, applying DPI technology in this way is more important for improving the customer experience than for adding new service revenue. However, he notes that with the additional customer revenues, the cost of implementing this project was paid back within three weeks.

"These were our best customers," says Andsjo. "We wanted to treat our customers well. It's more about customers than about [a revenue opportunity]."

Yoigo's customer base is evenly split between contract and pay-as-you-go subscribers. And the operator strives for simplicity with its tariffs.

In addition to the mobile data up-sell service, Yoigo uses Procera's DPI technology for three other purposes: meeting the recently introduced European regulation for mobile data roaming; traffic shaping and real-time quality of service (QoS), whereby streaming, for example, is prioritized over peer-to-peer and voice over IP (VoIP); and blocking access to images of child abuse.

Why this matters
As a small operator in the Spanish market, Yoigo needs to stand out amongst giant rivals Telefónica SA (NYSE: TEF), Orange Spain and Vodafone España S.A. , as well as a multitude of mobile virtual network operators (MVNOs). And this up-sell tool using DPI technology is one way to achieve that.

This is also an interesting example of an operator using what is often a much-maligned technology to improve customer experience. Mobile operators are typically reluctant to talk about how they use DPI for fear of raising their heads above the parapet for regulators to see as net neutrality rules evolve.

It also gives Procera something to talk about. A three-week return on investment is certainly a statistic worth talking about, and the deployment adds to the vendor's standing at one of Europe's leading carriers: TeliaSonera already uses Procera equipment in its fixed broadband access network, but the Spanish operator is the first mobile operator in the Scandinavian giant's international footprint to use the DPI technology to develop a mobile data upsell campaign.

And it could lead to further innovation. Yoigo's Andsjo says he could use DPI capabilities to create value-based pricing models for mobile data services. This is a potential new way of charging for mobile data, which TeliaSonera has recently proposed. (See TeliaSonera Develops New Mobile Data Model and TeliaSonera Blazes LTE Trail of Tiers .) For more
Devising innovative uses for DPI and its Service Provider Information Technology (SPIT) counterpart policy control is all the rage among mobile operators right now as they seek to capitalize on the ever-increasing data traffic loads on their networks. See the stories listed here for more background, and be sure not to miss Light Reading's Policy Management in the 4G Era event at CTIA Wireless 2011 in Orlando, Fla., later this month.

— Michelle Donegan, European Editor, Light Reading Mobile

(2)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
Michelle Donegan
Michelle Donegan,
User Rank: Light Beer
12/5/2012 | 5:10:50 PM
re: Spanish Mobile Challenger Wields DPI

Yoigo is a good example of what Heavy Reading chief analyst Graham Finnie talked about in this LRTV interview just before Mobile World Congress...



User Rank: Light Beer
12/5/2012 | 5:10:48 PM
re: Spanish Mobile Challenger Wields DPI

After selling my Enablence shares I bought PKT which went through a 10 to 1 reverse stock split and  sells around the 10 dollar mark now. Light Read said Enablence el stink-o so I listened and those shares fell from the .60's to the .30's. Earnings are this Friday before market open the same day EEstor might annouce their battery technology but what do I know. 

Light Reading’s Upskill U is a FREE, interactive, online educational resource that delivers must-have education on themes that relate to the overall business transformation taking place in the communications industry.
Wednesday, October 26, 1:00PM EDT
Security: Tackling DDoS
Gary Sockrider, Principal Security Technologist, Arbor Networks
Friday, October 28, 1:00PM EDT
Security: The Plusses and Minuses of Open Source Software
Nick Feamster, Acting Director, Center for Information Technology Policy, Princeton University
Wednesday, November 16, 1:00PM EST
SDN 101
John Isch, Practice Director, Network & Voice, Orange Business Services
Friday, November 18, 1:00PM EST
SDN & Open Source
Christopher W. Rice, Senior Vice President of AT&T Labs, Domain 2.0 Architecture and Design
in association with:
From The Founder
Light Reading today starts a new voyage as part of a larger Enterprise.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
LRTV Custom TV
Next-Generation Technology Beyond DOCSIS 3.1

10|20|16   |     |   (0) comments

At SCTE 2016, Huawei's Liu Jianhua speaks with Alan Breznick for an exclusive interview.
LRTV Custom TV
Hybrid Video Solutions to Change TV, Change Future

10|20|16   |     |   (0) comments

At SCTE 2016, Huawei's Ian Locke speaks with Alan Breznick for an exclusive interview.
LRTV Custom TV
Huawei Future-Oriented Giga Coax Network

10|20|16   |     |   (0) comments

At SCTE 2016, Huawei's Allen Wang speaks with Alan Breznick for an exclusive interview.
LRTV Custom TV
Huawei at SCTE 2016

10|20|16   |     |   (0) comments

Join Alan Breznick of Light Reading and take a sneak peek at the Huawei booth at SCTE 2016.
LRTV Custom TV
Assuring Network Quality in a Rapidly Changing Environment

10|20|16   |     |   (0) comments

As the rate of change and complexity increases in agile networks, the importance of introducing DevOps methodologies for integrating active test and assurance solutions throughout the full service lifecycle becomes critical to ensure that customers are experiencing the service quality they demand. The industry landscape is changing, and software-based test and ...
Telecom Innovators Video Showcase
A10 Networks on Service Providers' Industry Needs

10|20|16   |     |   (0) comments

Light Reading's Steve Saunders hears how A10 enables service providers to accelerate, secure and optimize their application delivery to drive down costs, enhance service availability, and better respond to customer requirements, so they can improve customer satisfaction, monetize their network, and grow revenues.
LRTV Custom TV
New NFV Use Cases for Cable TV

10|19|16   |     |   (0) comments

A large number of NFV use cases are focused on the enterprise domain, looking at virtualization of customer-premises equipment (CPE). To date, there has been little focus on the use cases and business case for virtualization of the video content delivery networks required to deliver unicast and streaming video to consumers. Amdocs commissioned Analysys Mason to ...
Women in Comms Introduction Videos
Meet the Future Workforce: New Faces, Expectations & Motivations

10|19|16   |   5:33   |   (1) comment

Millennials and their younger peers, Gen Z, expect more out of their network and more out of their work. Intel's Lynn Comp shares how the industry can prepare for this new generation of workers.
LRTV Custom TV
ZTE Global Services User Congress 2016 Highlights

10|19|16   |     |   (0) comments

ZTE held its 2nd Global Service User Conference in Dusseldorf on October 13-14. Representatives from network operators, leading industry analysts and ZTE senior expertsattended the event, exploring the best practice in managed services and the vision to transform network operations into the operations center of the future (OpCF) in the software-defined networking ...
LRTV Custom TV
Cliff Grossner on Cloud & Network Synergy From Carrier Service

10|18|16   |     |   (0) comments

Local carriers offer the collaborated cloud and network service that benefits from their understanding of the regulations operating in different vertical markets.
In this interview, Cliff Grossner from IHS Technology talks about how this advanced service can support business agility and flexibility.
LRTV Custom TV
VeEX: Live from SCTE Cable-Tec Expo 2016

10|17|16   |     |   (0) comments

Cyrille Morelle, VeEX's President and CEO, talks with Light Reading's Alan Breznick live from the SCTE Cable-Tec Expo 2016. They discuss DOCSIS 3.1 technology, deployments and early lessons learned. New products on display include the CX350s-D3.1, CX380s-D3.1, CX310, AT2500-3G, FX150 OTDR and MTT WiFI Air Expert.
LRTV Custom TV
Smith Micro's Carrier-Grade WiFi Component

10|17|16   |     |   (0) comments

Join Carol Wilson of Light Reading as she interviews the CTO of Smith Micro, Dave Sperling.
Upcoming Live Events
November 3, 2016, The Montcalm Marble Arch, London
November 30, 2016, The Westin Times Square, New York City
December 1, 2016, The Westin Times Square, New York, NY
December 6-8, 2016, The Westin Excelsior, Rome
May 16-17, 2017, Austin Convention Center, Austin, TX
All Upcoming Live Events
Hot Topics
Attacks Have Major Internet Sites on the Ropes
Brian Santo, Senior editor, Test & Measurement / Components, Light Reading, 10/21/2016
Trump: Dump AT&T/TW & Comcast/NBC
Alan Breznick, Cable/Video Practice Leader, Light Reading, 10/24/2016
Layer3 TV Comes to Town, Hints at Future
Mari Silbey, Senior Editor, Cable/Video, 10/21/2016
Verizon Wants More Data on Yahoo Breach
Alan Breznick, Cable/Video Practice Leader, Light Reading, 10/20/2016
WiCipedia: Grace Hopper Promotes Diversity, Girl Scouts Code & How to Thrive
Eryn Leavens, Special Features & Copy Editor, 10/21/2016
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Join us for an in-depth interview between Steve Saunders of Light Reading and Alexis Black Bjorlin of Intel as they discuss the release of the company's Silicon Photonics platform, its performance, long-term prospects, customer expectations and much more.
There's no question that, come 2020, 5G technology will turn the world's conception of what mobile networking is on its head. Within the world of 5G development, Dr. ...
Animals with Phones
'Oh, Were You Looking for This?' Click Here
'I was just playing some games...'
Live Digital Audio

A vital part of increasing the number of women in comms is transforming the ways companies can support and empower women. While progressive company policies that support both men and women in achieving work-life balance are a step in the right direction, creating a company culture that supports those policies can at times be more challenging.

During this show, we'll talk to Lynn Comp, Senior Director of Industry and Sales Enabling (ISE) in the Network Platforms Group at Intel, about why those challenges exist and how companies can overcome them. She'll provide insight into how Intel has worked to create a culture that supports work-life balance, and provide steps and guidance for other companies wishing to do the same. We will also leave plenty of time to get your questions answered live on the air.