Dukes+A.+Final+Report

proximity a next generation connection Dukes A Proximity Research Report

=**Verizon's Switch To A 4G Network **= = =

==**The new 4G Network will offer greater interactivity and ad capability **==

By Andrew Dukes

Spring 2010

** Table of Contents **

**What is the 4G network?**
==When/ where the 4G network will be launched ==

** References **
Executive Summary

Verizon Wireless seeks to improve their service by upgrading from a 3G network to a 4G network. Mobile customers will want to switch to a 4G network because of the limitations of the 3G network. The 3G network has restricted upload and download speeds, inefficient streaming videos, and slow web browser. Over the years, the 3G network has limited the potential of ads making reaching Gen Y difficult for clients. The new network will offer greater speeds and capabilities for ads. The clients of Proximity can reach Gen-Y consumers more efficiently through the 4G network. Clients need this report to understand the role Verizon's 4G network will play in the mobile market, and what the network will allow them to do with their ads. 


 * Introduction: Mobile Market Overview **

The Mobile Market is one of the most competitive and prosperous markets in the world. "According to data collected by Wireless Intelligence, during the quarter ended Dec. 31 2009, 5.9 million net new subscribers signed up for wireless services, the highest number of new adds made during a three-month period in three years." The market consists of four major players: Verizon Wireless, AT&T, Sprint, and T-Mobile. The most mobile customers have committed to Verizon wireless because of their extensive coverage and wide selection of phones. Verizon Wireless leads the mobile market, but not by far. AT&T has been successful because of their exclusive iPhone. The iphone is the most favored and advanced smartphone on the market. Many mobile customers have switched to AT&T to have the iPhone. "3.1 million iPhone account activations reported in the fourth quarter — the second-ever highest quarterly total – of which more than a third were new AT&T subscribers." The remaining companies are trying to find ways to gain customers, while the top companies are taking to stay ahead of competition.





Gen Y heavily relies on the 3G network. They use the network daily to communicate with others and access mobile resources. The 3G network has a minimum data rate of 2 Megabits per second, and a maximum data rate 21 megabits per second for stationary users. The 3G network is currently useful, but does have limitations. The 3G network:
 * The limits of the 3G Network **

• has limited upload and download speeds.

• is inefficient in streaming videos.

• has a slow web browser.



 These limits hinder the quality of ads and interactivity as a whole. Verizon Wireless will continue to offer the 3G network as they build the 4G LTE network.

Overview** Verizon Wireless plans to give customers the nationwide coverage they want with the new technology called LTE (Long Term Evolution). "The performance and capabilities of LTE will be unmatched in the marketplace, allowing customers to do things never before possible in a wireless environment." The technology includes higher speeds, global mobility,  high uplink and downlink data rates, lower latency, better coverage and in-building performance, greater simultaneous access, security, and simplified worldwide roaming, will play an important role in the new services that will be supported by 4G. The 4G network will have the broadest geographic coverage that will offer global roaming across multiple networks.
 * What is the 4G network?





**Features** >  > > > >  **Comparison to the 3G** Network = When/ where the 4G network will be launched = = Verizon plans on launching the network in two stages: **Stage 1**= =Verizon Wireless will be the first in the world to launch the 4G network, starting with 25 to 30 selective cities in 2010, covering approximately 100M people. ** Verizon is now testing out the network now to work out some minor bugs. It has already been successful trailed in Boston and Seattle. The will not be confined to the U.S., instead it will be ** global. They have worked with key network operators including Vodafone and China Mobile to coordinate field trials outside the U.S. = =Stage 2= =** Verizon hasn't said much about the second and final stage of the network. But, they have announced complete coverage in 2015. ** It will cover the entire lower 48 states plus Hawaii. As the network grows, its speed will increase too. The longer the network is up and running, the faster it will become. =
 * **HIGHER DATA RATES:** <span style="font-family: Arial,sans-serif; font-size: 12pt;">The LTE will create data rates of 5-12 Mbps in the forward link, and 2-5 Mbps in the reverse link. LTE will enable video application on the downlink and uplink that includes video-sharing, surveillance, conferencing and streaming. Clients can make ads more appealing by adding streaming videos.
 * **COVERAGE:** The <span style="font-family: Arial,sans-serif; font-size: 12pt;">LTE technology will provide extensive coverage with a 700 MHz spread spectrum transmission. It will offer in-building coverage/penetration that will make indoor applications even more powerful. Clients can reach more mobile users in spots they couldn't before.
 * **BETTER MULTIPATH, MOBILITY AND POWER PERFORMANCE:** <span style="font-family: Arial,sans-serif; font-size: 12pt;"> The LTE will offer multipath and MIMO multiuser interference with its advanced radio technology. This will allow the user to talk to multiple users in at any given time. The combination of better coverage, the 700 MHz advantage, better cell-edge performance, and reduced adverse impact of multipath will reduce battery drain on the end-user device, It will also offer better battery power consumption. Mobile user's phones will last longer thus they will be available for more time to be targeted by mobile ads.
 * **LATENCY:** The <span style="font-family: Arial,sans-serif; font-size: 11pt;"><span style="font-family: Arial,sans-serif; font-size: 12pt;">LTE will offer greater user plane latency. It will provide service for highly interactive application environments, like multiplayer gaming and multimedia communications . Clients can reach users participating in these highly interactive environments.
 * **SIMULTANEOUS USER SUPPORT:** The <span style="font-family: Arial,sans-serif; font-size: 12pt;">LTE will provide two-dimensional resource scheduling. enhances the ability to support multiple simultaneous users (up to 50 users can be scheduled in the same timeslot). This lends support to always-on applications with need for session persistence with minimal latency and enables the “enhanced idle mode” concept as well as more granular/real-time multi-user support. It will allow support of multiple users in a time slot. This capability will result in better always-on experience, and will enable the proliferation of embedded wireless applications/systems.
 * **SECURITY:** <span style="font-family: Arial,sans-serif; font-size: 11pt;"><span style="font-family: Arial,sans-serif; font-size: 12pt;">LTE provides advanced security through the technology of UICC Subscriber Identity Module (SIM). It will incorporate strong mutual authentication, user identity confidentiality, protection of all signaling messages and multi-level bearer data encryption . Clients can work in a more secure network. They won't have to worry about losing important, private information as much, like customer's credit card.
 * **SIMPLIFIED WORLDWIDE ROAMING:** The <span style="font-family: Arial,sans-serif; font-size: 12pt;"> LTE technology will provide opportunities for seamless international roaming and for global device economies of scale.
 * The speed - The 3G network has a minimum data rate of 2 Megabits per second, whereas the 4G <span style="font-family: arial,helvetica,sans-serif; font-size: 12pt; font-weight: normal; line-height: 19px;">has <span style="font-family: 'Times New Roman',Times,serif; font-size: 12pt; font-weight: normal; line-height: normal;"> peak downlink speeds of 40 to 50 megabits per second (Mbps) and peak uplink speeds of 20 to 25 Mbps. <span style="font-family: Arial,sans-serif; line-height: 24px;">These LTE data rates are greater in the reverse and forward link than those supported by the existing 3G network.
 * <span style="font-family: arial,helvetica,sans-serif; font-size: 12pt; font-weight: normal; line-height: 20px;">The coverage - The new technology will allow Verizon to provide coverage to costumers inside buildings, which couldn't be achieved with the 3G network.
 * <span style="font-family: arial,helvetica,sans-serif; font-size: 12pt; font-weight: normal; line-height: 20px;">Also, the 4G <span style="font-family: Arial,sans-serif; font-size: 12pt; font-weight: normal; line-height: 21px;">will truly enable video application on the downlink as well as uplink – including but not limited to video-sharing, surveillance, conferencing and streaming in higher definition than is possible with existing 3G technology today
 * **<span style="font-family: Arial,sans-serif; font-size: 12pt; font-weight: normal; line-height: 20px;">The user plane latency achieved in LTE is approximately 1/4th (one-fourth) corresponding latency in existing 3G technologies. **
 * **<span style="font-family: Arial,sans-serif; font-size: 12pt; font-weight: normal; line-height: 24px;">It will allow support of multiple users in a time slot; in contrast, existing 3G technology performs one-dimensional scheduling, which limits service to one user for each timeslot. **

= What Clients can do with the new network (Summary) = The technology itself offers clients several advantages. Clients can: = =
 * Use streaming media at a much higher data rate. It will open several doors for creative ads, like HD broadcast, video calls, instant downloads, mobile TV, and more.
 * Reach more Gen Y with the extensive 4G coverage and building penetration feature.
 * Preform on a more secure network.
 * Reach users participating in highly interactive application environments


 * Recommendations **

=** The business implication of Verizon alone having the only true nationwide 4G network. Clients will need to partner with them because they will be the 4G gatekeeper. Depending on location of business, in major cities or not - wait shorter or longer. LTE will also enable Verizon Wireless business opportunities in new areas, due to its advanced mobile broadband capabilities. It will not offer ads and as interactivity. Verizon will have the customer accounts, including their credit card information. and other U.S. carriers will switch to 4G by the end of 2012. **= <span style="font-family: arial,helvetica,sans-serif; font-size: 12pt; line-height: 20px;">The 4G network is the mobile network of tomorrow. Verizon has invested 9.4 billions of dollars in the 4G network. Soon, the largest carrier will be offering the most advanced network. Slowly but surely, society will demand faster speeds, and expect more from the mobile carrier. All carriers will switch to this technology, and clients will experience a greater return on investment.

Timing is another important factor. Advertisers should invest in the new network to reach Gen Y in the future.

<span style="font-family: arial,helvetica,sans-serif; line-height: 20px;">    ** multipath ** ** In **__[|**wireless**]__ [|**telecommunications**]**, multipath is the **[|**propagation**]** phenomenon that results in **[|**radio**] [|**signals**]** reaching the receiving **[|**antenna**]** by two or more paths. Causes of multipath include **[|**atmospheric ducting**]**, **[|**ionospheric reflection**]** and **[|**refraction**]** , and **[|**reflection**]** from water bodies and terrestrial objects such as mountains and buildings. ** ** MIMO multiuser interference ** ** In **__[|**radio**]__**, multi-user MIMO (MU-MIMO) is a set of advanced [|MIMO] , multiple-input and multiple-output (pronounced **//** mee-moh **//** or **//** my-moh **//** ), technologies that exploit the availability of multiple independent radio terminals in order to enhance the communication capabilities of each individual terminal. ** ** latency ** ** is a measure of time delay experienced in the system, the precise definition of which depends on the system and the time being measured ** UICC Subscriber Identity Module (SIM) A ** subscriber identity module ** ( ** SIM ** ) on a removable ** SIM card ** securely stores the [|service-subscriber key (IMSI)] used to identify a subscriber on mobile [|telephony] devices (such as [|mobile phones] and [|computers] ). The SIM card allows users to change phones by simply removing the SIM card from one mobile phone and inserting it into another mobile phone or broadband telephony device. <span style="font-family: arial,helvetica,sans-serif; font-size: 13px; line-height: 20px;"> A SIM card contains its unique serial number, internationally unique number of the mobile user ( [|IMSI] ), security authentication and ciphering information, temporary information related to the local network, a list of the services the user has access to and two passwords (PIN for usual use and PUK for unlocking).
 * Attachment 1: Wikipedia Glossary of 4G Terms<span style="font-family: Arial,sans-serif; font-size: 16px; font-weight: normal; line-height: 24px;">
 * LTE - **
 * LTE (Long Term Evolution) ** is the trademarked project name of a high performance air interface for cellular [|mobile telephony] . It is a project of the [|3rd Generation Partnership Project] (3GPP), operating under a named trademarked by one of the associations within the partnership, the [|European Telecommunications Standards Institute].
 * LTE is a step toward the 4th generation ( **[|**4G**]** ) of radio technologies designed to increase the capacity and speed of mobile telephone networks **
 * spread spectrum transmission - ** ** techniques are methods by which a **[|**signal**]** (e.g. an electrical, electromagnetic, or acoustic **[|**signal**]** ) generated in a particular **[|**bandwidth**]** is deliberately spread in the **[|**frequency domain**]**, resulting in a **[|**signal**]** with a wider **[|**bandwidth**]** . These techniques are used for a variety of reasons, including the establishment of secure communications, increasing resistance to natural **[|**interference**]** and **[|**jamming**]** , to prevent detection, and to limit **[|**power flux density**]** (e.g. in **[|**satellite**] [|**downlinks**]** ). ** **

References **

<span style="font-family: arial,helvetica,sans-serif; font-size: 13px; line-height: 20px;"><span style="font-family: arial,helvetica,sans-serif; font-size: 13px; line-height: 20px;">Bawaba, Al. United States: Sucess! Verizon Wireless LTE 4G Network Works (2009, August 18). Tendersinfo. Retrieved April 12, 2010 from LexisNexis Academic.

Bawaba, Al. United States: Verizon Speeds up 4G LTE (March 12, 2010). TendersInfo. Retrieved April 12, 2010 from LexisNexis Academic. <span style="font-family: 'Times New Roman',Times,serif; font-size: 14px;">

<span style="font-family: arial,helvetica,sans-serif; font-size: 13px; line-height: 20px;">PR Newswire. Verizon Wireless Focuses on Efforts to Ensure That Its LTE Network Will Be the Largest 4G Network in the Nation. (2010, March 19). Newswire. Retrieved April 12, 2010 from LexisNexis Academic.

Reardon, Marguerite. Verizon Expects 4G Launch Next Year (2009, Feb. 18). Cnet Reviews. Retrieved April 07, 2010 from [].

Verizon Wireless. Verizon Wireless LTE Network (2009). Verizon Wireless official website. Retrieved April 12, 2010 from[].