Media optimization, especially for video, can help mobile network operators run more efficiently, provide better customer experience management, and monetize personalized services. Operators have many options for optimizing video and vendors that can help.
The media optimization conversation is rapidly moving from a purely capex-reduction story to a focus on improving customer experience and monetization. But "video quality" and how it affects customer experience are hard to measure objectively and depend on the location, device, and application and user preferences.
Barriers to adoption include lack of industry standards for video quality definition and measurement; higher-priority initiatives, including network coverage; organizational and network complexity; and concerns regarding how customers, content providers, and regulators will perceive optimization efforts.
The vendor landscape is fragmented and will remain so despite M&A. A combination of large NEPs (e.g. Alcatel-Lucent), media optimization specialists (e.g. long-time players ByteMobile, Flash Networks, and Mobixell and start-ups Avvasi and Vasona), and adjacent capability vendors (e.g. F5 and Contextream) participate.
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