This year’s Global Internet Phenomena Report identifies and quantifies a number
of different phenomena, including:
The variable nature of application popularity
While video remains the largest application category in terms of volume, the content types and specific applications within that category are ever changing. Operators need to be able to identify the exact type of video in order to plan and optimize effectively while maintaining a high
quality of experience.
The rise of AI assistants
Though not significant in terms of volume – yet – the explosion of AI assistants in popularity should serve as fair warning to operators. What these assistants mean in terms of future demand and how that demand will translate into traffic – and
by extension, customer satisfaction – is yet to be determined. The only way to be ready will be to watch carefully and plan strategically.
The continued pervasiveness of ad analytics
Often referred to as “the most popular app no one asked for”, analytics apps are indeed everywhere and their cumulative traffic must be considered, measured, and optimized for efficiency.
The evolution of encryption technologies
Encryption technologies continue to grow, both in terms of sophistication as well as usage. This means operators need to seek out better and better classification technologies in order to maintain service quality and customer satisfaction.
The impact of live streaming
Live streamed sports are earthquakes in network traffic, causing rapid traffic peaks that can be 3-4X normal usage. Operators need to plan for and manage these peaks in order to maintain quality of experience without breaking the bank.
We believe our technology and our commitment to promoting the ethical use of the same have an important role to play in improving the quality of experiences for people and promoting digital human rights around the world. And with more and more operators developing and implementing AI models across all business entities and functions, the criticality of accurate customer and network data upon which to base those is vital.
