Telco’s from around the world are at this week’s Digital Transformation World Conference in Nice, France eagerly awaiting an update from the Network Slicing Company Cloudstreet, and its TM Forum Catalyst partners (which include Nokia, Cerillon, Sigma, NTT and orange) who are due to demonstrate the latest Proof-of-Concept (PoC) for its evolving Project “Proving the Business Model for Sponsored Slices: Mobile Gaming‘.
Basically, this is looking at connecting mobile gamers with brand-sponsored network slices that can provide a dramatically improved gaming experience and that specific network slices for gamers are a massively monetizable opportunity for 4G and 5G-ready technology.
What is this Network Slicing you speak of?
Network slicing for mobile allows operators to tailor the network to suit the environment and improve speeds.
For example, ever been to a concert and you want to upload that vid you’ve just snapped but the network is crap?
Well, Slicing allows operators to see that there are a stadium that’s having a concert and the demand is for uploading rather than downloading. Telcos can then optimise the mobile data for uploading in that area providing quicker speeds and freeing up the data highway a bit.
And essentially Telco’s want to know if they use this in gaming whether it would be beneficial, how will telcos be able to optimise for mobile gamers and how they can make money from this.
Cue Proving the Business Model for Sponsored Slices: Mobile Gaming‘ which will demonstrate that application-aware (game-aware) branded network slicing can create a key consumer touchpoint that will at once dramatically improve the gamer experience while adhering to, and even reinforcing the principles and practices of net neutrality as outlined by regulators in Europe and in Asia.
So why are telcos interested in this for Gaming?
For the dollar bills yo!
This is some big money we are talking, and telcos want a slice of that pie.
Mobile gaming, which is the prime interest of telcos, has reaped some $60B in 2017. While mobile, in-app advertising is at $201B, video game advertising has grown to take a large share of the pie.
By finding user cases and creating software (even at a concept level) to find a way to improve the quality of experience for gamers and find a business model that is appealing for advertisers… then you got a cash cow in the making.
What will this slicing mean for Gaming?
That’s kind of what we hoping to discover at this weeks forum, but the possibilities include specific packages for data users in both gaming and home network data, enhanced speeds creating less lag, being able to take your data with you as you travel, increasing mobile data for video gaming.
On the downside it could also mean some possible cost increases, data limitations just to name a few.
In the meantime, we will keep you posted and let you know what data services may be coming to a country near you.
Charis McAwesome, co-founder and manager of hashtagme.co.nz – Charis has worked in digital for over 10yrs specialising in digital management, analytics, digital advertising, social media, digital pathways, and CRM services.
She’s also most likely to call bullshit and get Hashtag in the shit.