Beauty Speed Tests Regulated

The US FCC regulator decided to conduct an official mobile broadband performance test program, following the success of the wireline program. This step comes not a minute too soon since mobile broadband speeds were not regulated and one could set up and perform their own testing criteria.

Being the fastest is one of the main interests of any mobile network marketing executive, and recently it has become even more important. Revenue share from voice and text is dropping, content revenues are diminishing, and since everyone sells iPhones - devices are no longer a factor for competition. The only competitive factor left is: Who has the fastest network? 

Since there is no regulation on download speed and there is a BIG difference between advertised and effective throughput for mobile networks, we need to ask: How are network speed tests defined?  Are the tests run with the help of applications like Speedtest or BenchBee,  which simply test uplink and downlink download speed,  or are the tests more comprehensive, and the network tested for fast web page download, fast application response time, and smooth video? 

Unfortunately, the simple speed tests are the ones mostly conducted. The most common mobile device used for speed testing is the iPhone, since it can’t be customized by the operator unlike other smartphones or even PC dongles, and the comparison is purely on the network service performance.

Who performs speed tests? In many cases this is the domain of technology magazines. They invest a great deal of resources creating methodologies that provide full nationwide coverage, and test the network with various devices in different locations. A good example is PC Magazine in the US that occasionally publishes speed tests (latest review of LTE networks in the US). Another example is Connect Magazine in Germany.

Recently governments and independent organizations have also started conducting network tests. The British Ofcom organization provides UK market speed tests, and the ARCEP in France. It is only natural that the FCC joins this area as well. 

How can operators succeed in the speed test? In order to do well in the test many operators deploy optimization systems, and since most of the tests are repeated, mobile optimization systems provide a better chance for operators to succeed.

Download speed is back as the top factor of competition for mobile operators, whether if it’s important to customers or because it’s the only issue of competition left – the race is on.

--Amir Lapid, Director of Product Marketing