The RCA Voice Fall/Winter2011 - (Page 50)

THEME: THE POWER OF MARKETING 4G Is Not Enough to Accommodate Mobile Data and Video Delivery M By John Giere, Senior Vice President of Products, Marketing Openwave Systems, Inc. ® obile video content could be the single biggest reason operators are rolling out their 4G networks. In only a few years, it will account for 75 percent of all mobile network traffic. But while we wait for service providers and the federal government to make good on their promise of a 4G rural America, subscribers will continue to consume and want more video on their mobiles. It’s important to state, however, that mobile data, especially video, will not be quelled or accommodated by the 4G rollout. In fact, it will outgrow the new infrastructure faster than anyone would admit. This is why an immediate approach, combining both hardware and software working in real time, is necessary now, while we are in the early stages of delivering 4G to subscribers. According to a Yankee Group report, by 2014, there will be more than 1.4 billion smartphone subscribers, up from over 600 million in 2010.1 This new 4G world will be different from previous technology upgrade cycles because of the abundance of over-the-top (non-operator) services that will use 4G networks for only the cost of access. Building more infrastructure capacity cannot be a complete solution if operators are to manage this growth and expect to turn a profit. So how do operators build a sustainable business model in this new 4G world? Quite simply put, it’s not just about rebuilding the network, but optimizing it. Nimble operators must take control and manage all the different types of traffic at various points of network control–from video optimization, to 1. Yankee Group’s Link Data: Global Mobile Forecast, July 2010 by Terry Cudmore 50 THE VOICE • • Fall/Winter 2011

Table of Contents for the Digital Edition of The RCA Voice Fall/Winter2011

2011/2012 Board of Directors/Staff
Chairman’s Letter
A Message from the President & CEO
RCA 2011 Outstanding Achievement Award Winners
Marketing Opportunities for Mobile Broadcast Messaging
Being Local and Winning — How Bluegrass Cellular Goes Local to Win New and Retain Existing Customers
How a Little Green Robot Changed My Digital Life!
Revolution Not Required — Turning Yourself Into a “What If” Company
The Power of Interactive Mapping
Drive Data ARPU via Cross-Channel Marketing Campaigns
Comic Strip Nostalgia Is Epic
Texting for Success — The Power of SMS in Marketing Campaigns
RCA Carriers Get Creative to Boost Revenue from Short Codes
Successful Marketing Today for Tomorrow’s Customers
Partner Relationship Management
4G Is Not Enough to Accommodate Mobile Data and Video Delivery
The Smart Way to Make Money With ‘Dumb’ Phones
Transform Your Wireless Marketing
Using Application and Device Awareness to Power New Service Plans
The Link Between Brands and Untapped Markets: Rural Operators
5 Eff ective Customer Relationship Strategies that Drive Brand Advocacy
Index of Advertisers
Congressional Spotlight: Congresswoman Anna G. Eshoo

The RCA Voice Fall/Winter2011