Transcript sec-002-slidesx

MITIGATING THE TRUE COST OF
ADVERTISEMENT- SUPPORTED
“FREE” MOBILE APPLICATIONS
Azeem J. Khan, V. Subbaraju & Archan Misra
Presented By
Brian K. Gervais
FREE APPS AUG 2011
Total free apps downloaded
81%
Free apps in top grossing list
51%
Free apps in iTunes Store
63%
Free apps in Android Market
37%
Free apps in Blackberry World
82%
• At this time Angry Birds was making $1
Million/month
• Apple store games with adds $87 Million/month
ANGRY BIRDS
• In 2011 Nokia Solutions and Networks (NSN) ran a
test on the Iphone Version
• Non ad-Supported (paid Version) had an
increase in 8% over one hour game play
• Ad supported version had a 352% increase over
same time period
• In 2011 South Korea Telecoms reported a 10% call
success rate
• Single third part app was the culprit (not AB)
WHY SO MUCH DATA
Rank
6
10
10
12
14
Application Name
Advert.
Traffic
(Kbps)
Appln.
Traffic (Kbps
Angry Birds
Angry Birds Rio
Hanging With Friends
Bunny Shooter
Fruit Slice
4.15
4.03
1.76
2.64
3.63
0.15
0.14
5.82
NA
0.31
• Test Conducted with rooted android in a lab
• Shark for Root was used to capture packets and
analyze.
WHATS IN THE DATA
Context
Parameters
Presence
Location
latitude and longitude, country, localization,
IP address
OS, OS version, model, make,
firmware, current time, screen density,
screen size, storage size, hardware
id, subscriber id, user agent
string
telecom carrier, radio, speed, IP address
age, gender, subscriber id, language,
user-id
application id, application version,
banner size, format
Always
Device
Network
User
Others
Always
Always
Mostly
Mostly
WHY DO WE CARE
• Almost all carriers have done away with unlimited
data
• Verizon charges $15/per gig overage
• Even if you are grandfathered in they will throttle
your connection.
• Contribute to Service outages
$$$
• If you go by Verizon $15/Gig
• Fruit Ninja played for 30 Minutes
• Generate ~40MB network data
• ~56Cents
• Instead of purchasing the app for $.99 with out
ads
• Nothing is FREE
WHAT DO WE DO
• Fine line between users desire for free content
and companies desire for revenue.
• Users can monitor their data usage
•
Not practical, due to high amounts of hidden
data
• Stop advertisements
•
Never happen
• Develop software to meet the needs of both
parties.
•
CAMEO, Tourist-MSN
PROCESS
•
Intercept
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•
Generate
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•
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Most ads start with DNS query, then HTTP Req
Could set up proxy on client
Could redirect DNS query to local-host
Software predict what kind of adverts the user will
be exposed to
Software must weight the cost of the data
Deliver
•
•
Giving it to the customer in a seamless manor
That does not affect the users experice
CAMEO
• “Preserve the delivery and display of mobile
advert., while dramatically lowering the advert.
Related consumtion of precious metered wireless
bandwith”
• Users often have unmetered networks
available
•
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Home Wifi, StarBucks, Boingo
Development of future Femotcells for 3G/4G
CAMEO
•
•
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Prefetches adverts. When the data is cheap
Still provides the same targeted adverts to
consumer
Also provides pre-cached adverts for when no
network available (on a flight)
Most adverts would run small piece of XHTML
once image was fetched, or JavaScript used to
fetch and display image
•
•
1/4th of data is advertisement while rest is overhead
Will increase with HTML5
ISSUES
• Clean Slate Design- in order for the middleware
to work Key changes must occur
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Application Modifications
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Sending small amount of data to validate that
the advertisement is appropriate for context
Random ads aren’t ideal
Infrastructure Modification
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Advertisements are not real-time
Middleware could leverage low-priority or
background transfer service provided by
wireless operator at reduced cost
SUMMARY
• Mobile computing is rapidly growing especially
free mobile apps.
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Growing faster than the infrastructure can
support
Perceived Cost of Data is Going up
• Mobile providers want the network used but
not over used
• Hard to change users habits
•
Desire for “Free” applications
QUESTIONS