Video to drive majority of mobile data traffic by 2016

Video quality is directly linked to corporate survival, says Frost & Sullivan’s digital media research director

More than 70 per cent of the world’s mobile data traffic will be driven by video by 2016, according to new research from Frost & Sullivan.

The analyst firm forecasts the global IP video network management market will reach $442.4 million in 2017, up from $217.8 million in 2012.

“As broadcasters all over the world upgrade to digital and high-definition workflows, the deployment of IP networking across the value chain is a certainty,” said Frost & Sullivan’s digital media research director, Vidya Nath.

"Across end-user verticals, clients clearly indicate video quality is directly linked to survival. With the increasing complexity in video delivery, service providers are not merely trying to please their present customers but are also seeking to deploy IP video network management solutions to future-proof their entire delivery ecosystem."

The research firm said increasing multi-screen viewing across multiple devices is driving demand for video quality monitoring, especially within the telecommunications segment.

Probes, video analysers and data-mining tools will be key in delivering efficient management of IP video, Frost & Sullivan said. Probes, which had the biggest global market in 2012 (53 per cent), provide real-time and offline quality loss measurement, while video analysers monitor compliance with regulatory guidelines, such as closed caption subtitling. Data-mining assists in measuring quality of experience and service.

“As targeted and interactive advertisements increase across devices and applications such as video on demand [VOD], the use of such video monitoring and tracking technologies will grow," said Nath. “Evolving data-mining solutions provide system information at the most granular level pertaining to every channel connected to the network, plus pan-geographic location views.”

The research firm said an IP architecture – as opposed to others such as asynchronous transfer mode (ATM), asynchronous serial interface (ASI), and intermediate frequency (IF)/radio frequency (RF) – allow for flexibility and scalability in in managing and distributing content in real time.

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How to leverage the Internet of Things to understand consumer intent

'Intent' is the single largest performance marketing variable. It shapes our search queries, dictates our purchase paths and mediates meaningful interactions with brands regardless of channel, media or content type.

Oliver Smith

Business development, Performics Australia

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Excellent article, Thank you.

Steve Beards

How Aprimo hopes to help marketers tackle distribution of content, funds and data

Read more

Latest Podcast

More podcasts

Sign in