SANDVINE
Brands Meta Alphabet TikTok Netflix Microsoft Apple Amazon TOTAL
27.82 % 19.09 % 13.76 % 2.41 % 1.96 % 1.51 % 0.38 % 66.93 %
Figure 1 : Mobile traffic volume by brand
Figure 1 shows that 67 % of all mobile traffic volume is attributable to the biggest brands , with Meta ’ s Facebook being the biggest contributor and Alphabet ’ s YouTube second .
Each of these brands ’ apps are growing in complexity , with fusions of video , audio , voice , chat , location , and payments for better engagement and more frictionless experiences . As subscribers become increasingly dependent on applications , the performance of each function within the app dictates the user ’ s quality of experience ( App QoE ). This means operators are having to reframe capacity planning and network optimisation needs in the context of customer satisfaction .
We spoke to some of Sandvine ’ s senior leadership team to get a greater insight into App QoE , and how it adds value in the following three key areas :
• Improving customer satisfaction
• Planning and optimising networks to improve CapEx ROI
• Creating actionable data to quickly address the who , what , and where of problems affecting subscribers
98 March 2023