Global mobile data traffic is set to reach 52 million terabytes (TB) in 2015, an increase of 59 percent from 2014, according to Gartner, Inc. The rapid growth is set to continue through 2018, when mobile data levels are estimated to reach 173 million TB.
Gartner analysts advise communication service providers (CSPs) to rethink their data caps to meet consumer needs and win market share.
“Mobile data traffic is soaring worldwide, more than tripling by 2018,” said Jessica Ekholm, research director at Gartner. “New, fast mobile data connections (3G and 4G) will grow more slowly, from 3.8 billion in 2015 to 5.1 billion in 2018, as users switch from slower 2G connections and consume more mobile data.”
In the third quarter of 2014, Gartner conducted a mobile app survey and asked 1,000 smartphone users in the U.S. and 1,000 in Germany about their mobile app usage habits. “Germany and the U.S. provide two distinct mature markets from which we can make good comparisons about CSP strategies and their impact on broader consumer behavior,” said Ms. Ekholm.
The survey showed that German users are more restricted by their data plans, and are therefore less likely to watch videos or consume large amounts of data via cellular networks compared to the U.S. This means less revenue per user for CSPs in Germany.
When asked if they would wait until they get to a Wi-Fi area to download an app or stream content from a video app, 54 percent of Germans agreed and only 36 percent of U.S. respondents said yes.
This is because more than 43 percent of U.S. users felt unconstrained by their data plans, while just 20 percent of German users felt the same.
Thirty-eight percent of German respondents said they only get 500MBs with their monthly data plan. On average, Germans stream 10.6 minutes per cellular video session compared with 17.4 minutes for Americans.
CSPs must create and sell data plans with higher caps to increase their share of this growing market.
“With video usage as a percentage of total data usage set to rise from 50 percent now to 60 percent by 2018, we should expect CSPs to offer the best-of-breed video experience to consumers,” said Ms. Ekholm.
“This involves using video optimization technologies and caching content closer to the consumer. Contract plans that single out video traffic to allow users to reach a certain cap (without touching their contract data cap) will increase usage and revenue for CSPs and meet consumer demand for more mobile video.”
The survey showed that families with children are driving mobile video usage. Users with children were the least concerned about using cellular data to stream video — surprisingly with almost no correlation to income. This is being encouraged by CSPs enabling plans with data sharing available between devices.
Moreover, streaming video over cellular networks isn’t just for children and young adults. In fact the opposite is true — in the U.S., 47 percent of the 45 to 54 year olds surveyed stream 15 minutes or more of mobile video apps over cellular networks per session, whereas only 40 percent of 18 to 24 year olds stream more than 15 minutes.
“The results also showed that YouTube is increasingly being used to stream video for longer periods of time, rather than just for ‘snacking’,” said Ms. Ekholm.
There is a very small difference between the percentage of smartphone users that use YouTube “less than five minutes” and “30 minutes or more” in the U.S. However, Germans were less inclined to stream videos for a longer period of time (in keeping with the trend of less usage) compared to the U.S., in line with more restrictive data caps.
“The key to obtaining long-term revenue growth for CSPs is how effectively they can market and sell the value of more expensive high-cap or unlimited data plans to their customers,” said Ms. Ekholm.
“The evidence is that once customers commit to a larger plan, their usage habits change significantly, resulting in longer-term revenue benefits for CSPs. This shows evidence of pent-up demand and an opportunity for those CSPs able to create the right package.”
Join Inlaks Live TechTalk Edition on Hyosung’s Revolutionary MV 100 ATM Model
Inlaks, the leading Information Technology Systems Integrator specialised in the deployment of highly scalable ICT Infrastructure solutions, will on Monday September 28, deploy the second edition of its virtual thought leadership segment called “TechTalk”.
Techtalk which was formerly a pre-recorded segment hosted on the organisations YouTube channel has now transitioned into a live virtual event across Instagram, Facebook, Twitter and YouTube. The virtual edition kicked off in August 2020 with a segment on Financial Crime Mitigation, honing in on the superiority of Temenos Financial Crime Mitigation Solution with Emmanuel Orororo, Sales Manager, Financial Business, Inlaks.
The 2nd edition of Tech Talk promises to offer the same measure of insights as it dives into the world of Automated Teller Machines (ATM) with a focus on MoniValue 100, a revolutionary ATM solution by Hyosung TNS. The MoniValue 100 is especially adapted to the present times as it is a cardless, contactless and changeless solution.
Join this virtual event live by logging on to any of the social media pages below on Monday, 28th September 2020. YouTube: Inlaks, Facebook: InlaksNg, Twitter: Inlaks, Instagram: InlaksNg
Inlaks is a leading system integrator in Sub-Saharan Africa. The company partners with leading OEMs in the technology industry to provide world-class information technology solutions that exceed the needs of its customers.
Over the years, Inlaks has built a reputation as the foremost ICT and Infrastructure Solutions Provider, helping customers effectively seize new market and service opportunities.
With an impressive customer base that includes six Central Banks in West Africa, 18 of the 24 banks in Nigeria and other major customers in the West African region, Inlaks has become the dominant Information Technology Company in Africa.
Inlaks’ customers cut across various segments including Banking, Telecommunication, Oil/Gas, Power, Utilities and the Distribution sectors of the economy. For more information, please visit www.inlaks.com
Millions of Cyber Attacks Launched on Nigeria, Others- Reports
There were 3.8 million malware attacks and 16.8 million Potentially Unwanted Applications (PUA) detections over a 7-month period in Nigeria, according to Kaspersky security solutions.
Elsewhere in South Africa, there were almost 10 million malware attacks and a staggering 43 million PUA detections, showing the growing desperation of the attacks.
The company reported on 28 million malware attacks in 2020 and 102 million detections of potentially unwanted programs (pornware, adware etc.) accounted for by the beginning of August 2020.
These numbers show that it’s not only the malware that attacks users but also the “grey zone” programmes that grow in popularity and disturb their experiences, while users might not even know it is there.
Potentially unwanted applications (PUAs) are programmes that are usually not considered to be malicious by themselves.
However, they are generally influencing user experience in a negative way. For instance, adware fills user device with ads; aggressive monetising software propagates unrequested paid offers; downloaders may download even more various applications on the device, sometimes malicious ones.
calculating interim results of threat landscape activity in African countries, Kaspersky researchers noticed that PUAs attack users almost four times more often than traditional malware.
They also eventually reach more users: for instance, while in South Africa, the malware would attack 415,000 users in 7-months of 2020, the figure for PUA would be 736,000.
“The reason why ‘grey zone’ software is growing in popularity is that it is harder to notice at first and that if the programme is detected, its creators won’t be considered to be cybercriminals. The problem with them is that users are not always aware they consented to the installation of such programmes on their device and that in some cases, such programmes are exploited or used as a disguise for malware downloads,” said Denis Parinov, a security researcher at Kaspersky.
By taking a closer look at PUA, it becomes apparent that they are not only more widespread but also more potent than traditional malware.
Evaluating results over the same 7-month period in Nigeria, there were 3.8 million malware attacks and 16.8 million PUA detections – which is four times as much.
Kenyan and South African threat landscapes have been more intense. In South Africa, there were almost 10 million malware attacks and a staggering 43 million PUA detections.
Kenyan users faced even more malware attacks – around 14 million, and 41 million PUA appearances, Kaspersky said.
Tech Giants Strike Deal with Advertisers over Hate Speech
Web giants including Facebook have struck a deal with advertisers on how to identify harmful content such as hate speech, after an impasse over the issue which led to boycotts of the platform.
The agreement — which also included Twitter and YouTube — laid out for the first time a common set of definitions for hateful statements online.
In July, hundreds of advertisers including big-name consumer brands suspended advertising with Facebook as part of the #StopHateForProfit campaign, saying the social-media titan should do more to stamp out hatred and misinformation on its platform.
And earlier this month a group of celebrities — including Kim Kardashian, Leonardo DiCaprio and Katy Perry — stopped using Facebook and Instagram for 24 hours, to push a similar message.
The World Federation of Advertisers (WFA) said in a statement Wednesday: “Facebook, YouTube and Twitter, in collaboration with marketers and agencies through the Global Alliance for Responsible Media have agreed to adopt a common set of definitions for hate speech and other harmful content and to collaborate with a view to monitoring industry efforts to improve in this critical area.”
The alliance was founded by the WFA and includes other major trade bodies.
According to the WFA, key areas of agreement included applying the alliance’s common definitions of harmful content; developing reporting standards for such content; establishing independent oversight; and rolling out tools for keeping advertisements away from harmful content.
The WFA said that properly defining online hate speech would remove the current problem of different platforms using their own definitions, which it said made it difficult for companies to decide where to put their ads.
“As funders of the online ecosystem, advertisers have a critical role to play in driving positive change and we are pleased to have reached agreement with the platforms on an action plan and timeline in order to make the necessary improvements,” said Stephan Loerke, chief executive of the WFA.
Luis Di Como, executive vice-president of global media at Unilever, a major advertiser, sounded a note of cautious optimism.
He said: “The issues within the online ecosystem are complicated, and whilst change doesn’t happen overnight, today marks an important step in the right direction.”
Speaking in July, Facebook’s founder and chief executive Mark Zuckerberg said he remained adamant that the company did not want hate speech on the social network.
On Wednesday, the company’s vice-president for global marketing solutions, Carolyn Everson, said the agreement gave all parties “a unified language to move forward on the fight against hate online.”
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