MoMIE Seminar
Dipoli, April 12th, 2012
Seminar program
MoMIE research overview
Timo Smura Dipoli, April 12, 2012
Outline
• MoMIE project overview
• Mobile usage measurements, 2005 – 2012
– Mobile network measurements
• Devices: Installed base, sales, and features
• Network traffic measurements
– Handset-based measurements
– Web analytics
• Holistic view of mobile usage
• Conclusions
MoMIE - Modeling of Mobile Internet Ecosystem
• Two-year research project funded by Tekes and industry partners
– Continues a series of projects since 2004
• Purpose:
– Measure, analyze, and model the mobile Internet ecosystem in Finland
– Understand and exploit quantitative usage data collected by the market parties
• Focus:
– Finnish consumer mobile market
– Mobile Internet services and applications
• http://momie.comnet.aalto.fi
Multi-method measurements, 2005-2012
Source: Modified from Kivi, 2011
MoMIE methods:
• Surveys on handset panel
• Handset monitoring
• Mobile operator
accounting systems
• IP traffic measurements
• Web analytics
Mobile network measurements
Network traffic measurements Measurement setup
• Annually one week measurement at mobile operators’ networks
• IP traffic measurement at Internet access point (1)
– Complemented with separate session logs (2)
• Variables detected include, e.g.: Devices, Applications, Content type,
Sessions
• Used for modelling and forecasting mobile Internet usage patterns
.UTRAN
Access Network
Gb
PS Core Network
SGSN GGSN
Internet
...
.
.Gn GiIuPS
GERAN
2) Session log
1) IP Traffic Measurement
Handset-based measurements
Handset-based measurements Research process and data
• Based on a software client installed to a panel of smartphones
• Collects rich data about handset usage: – What: Application, bearer
– Where: Base station cell IDs (hashed)
– When: Time stamps
– How much: Time stamps, amount of generated traffic
• Gives a detailed view of the usage patterns and behavior of panelists – All applications, also offline and WLAN usage
– Location / context detection
Source: Karikoski 2012
Handset-based measurements Current focus areas
1. Multi-channel communications
services
– Diversification of communications
channels (phone calls, SMS,
email, social media services)
– Effect of relationship type on
channel selection
– Mobile social phonebooks
2. Location and context detection
– Context detection algorithms
– Human behavior and time use in
different locations and contexts
– Effects on usage: e.g., sessions,
applications / services
3 3 2
53 47
66
12
12
8 8
9
7
24 29
17
Share ofinteractiontime (%)
Share ofsessions
(%)
Share oftotal timespent (%)
Shares of time and usage per context
Elsewhere
Other meaningful
Office
Home
Abroad
Sources: Karikoski & Soikkeli
Server-based measurements /
Web analytics
Server-based measurements / Web analytics
• Scope: Sanoma’s digital content – Normal web sites (e.g. www.hs.fi)
– Mobile-optimised sites (e.g. m.hs.fi)
– Native applications for smartphones (iOS, Android, Symbian^3)
• Key dimensions: – User Agent >> Identify mobile device models
• Vendors, operating systems, models
• Mapping to features
– IP Address >> Identify mobile networks
– Hour of day
• Key metrics: – Pageview, Visitor, Session
– Pageview duration, Session duration
Holistic view of mobile usage
Framework for analysing mobile usage Measurement points vs. service components
Modified from: Smura, Kivi, Töyli 2009
1: Network traffic measurements
2: Handset-based measurements
3: Web analytics
Conclusions
• MoMIE project collects rich data on mobile usage
– Continues a series of measurements since 2005
– Holistic view of mobile devices and services in Finland
• Each measurement methods has its pros and cons
– Level of: Granularity, Coverage, Representativity
– In terms of: Devices, Applications, Networks, Content
• Actors have different views to mobile usage and users
– Device vendors vs. Operators vs. Content providers
• Increasing value of user data induces competition
– May lead to, e.g., traffic encryption, routing via own gateways
Contacts
• Project management: – Heikki Hämmäinen, Timo Smura
• Researchers: – Handset-based measurements
• Juuso Karikoski, Tapio Soikkeli
– Network measurements • Antti Riikonen
– Handset features and evolution • Timo Smura, Antti Riikonen
– Web analytics • Timo Smura
– Bayesian Belief Networks –based analytics • Pekka Kekolahti
• http://momie.comnet.aalto.fi