This paper analyzes the applicability of context-based multicast content distribution (CBMCD) on the example of a Swiss shopping centre. Push- and video-based mobile advertising services at this shopping centre are chosen as a use case scenario. The technical results of the simulation of the use case scenario show that CBMCD significantly reduces the number of unicast streams and the total volume of traffic in the network. The results of the financial analysis show that these technical benefits can be translated into considerable financial benefits. Taken together, these results suggest that locations with similar characteristics as shopping centres can be suitable for lucrative push-CBMCD services and that telco operators have reason to consider CBMCD and mobile advertising for tapping new revenues sources.
Conference: 2010 3rd Workshop on Economic Traffic Management (ETM) in Amsterdam, The Netherlands