Xây dựng mô hình kinh doanh dữ liệu di động hiệu quả

l[nh doonh (<br /> di (lpng hiG;<br /> Sir bung no luti lutfng diir lieu di dong cung<br /> vdi mu'c tang tru'dng ve tham nhap 3G, sd<br /> lu'dng thiet bi thong minh co gia thanh thap<br /> va cac li'ng dung doi hdi nhieu bang thdng da<br /> va dang anh hu'dng den hoat ddng kinh doanh<br /> ciia cac nha khai thac. Do dd, viec trien khai<br /> cac giai phap de cat giam chi phi bao gdm<br /> phat trien mang, chuyen tai (offload) lu'u<br /> lu'dng du' lieu va kiem soat chinh sach la rat<br /> can thiet. Tuy nhien, c i t giam chi phi chi giai<br /> quyet dUdc mot mat cua van de. Oe xay diTng<br /> mdt md hinh kinh doanh dC lieu di ddng ben<br /> vffng lau dai cac nha khai thac can cd nhu'ng<br /> chien liTdc ve gia cu'dc phu hdp. Bai viet phan<br /> tich nhu'ng nguy cd tit sU bung nd' lu'u lu'dng<br /> i4< du' lieu di ddng va dira ra cac md hinh kinh<br /> doanh diT lieu ben vu'ng trong tu'dng lai.<br /> <br /> <br /> T<br /> GIOITHIEU<br /> ^'^^^^-^ ^ - ^ ^ ' ^ ^ ^ ^<br /> Su phit trien bimg no cua Intemet di dgng da<br /> tao ra mdt thay ddi ca bin ttong nguyen 1^ kinh<br /> te ciia viec phin phdi dii Ueu. Tai eic iM trabng<br /> chin mudi, cMen luge ve cic dich vu cb mite cube<br /> ed dinh, dien thoai thbng muih gii ei phii chang,<br /> vi su tang tradng ve rihu cau su dung dil Ueu miy<br /> tinh xich tay USB hay dongle da din den tbi su tang<br /> tradng nhaiih chbng cua luu lugng dir Ueu tren eic<br /> <br /> <br /> <br /> <br /> TAP CHI CNTT&TT KY 1 (7.2010) 45<br />  KINH TE BUU DIEN<br /> <br /> <br /> <br /> <br /> Hinh 1: Nhu cau sii dung noi dung dl dong tren cac thiet bi di dpng<br /> <br /> <br /> mang. Theo ngMen cim rieng eua Nokia Siemens phat trien vi tang tradng cie dich vu du Ueu di dbng<br /> Networks, vio nim 2015, luu lugng dii Ueu dl ddng ben viing trong tuong lai.<br /> hing nim se dat tbi 23 Exabytes - tuong duong<br /> vbi viec 6,3 ti ngubi til mbt cudn sich dien tii ve<br /> NGUY CO TU' Sir BUNG NO LU'U LU'O'NG<br /> miy eiia hp mdi ngiy. Su bimg nd trong luu lupng<br /> D Q L I E U D I DONG<br /> dii Ueu niy giy ra mbt ip lue rat Ibn len he thdng<br /> mang cua eic nhi cung cap dich vu trayen thbng: CMnh su ting tradng ve miie thim nhap 3G gin<br /> Su ting tradng luu lupng se vugt qui tdc do ting diy - sd ket ndi tang gap dbi tren toin eau ttong<br /> tradng doanh thu neu hp khbng dau tu dimg cbng hai nim qua - da thiie day su phat trien chua timg<br /> nghe. cb eua dii Ueu di ddng. Tai My vi Tiy Au, mite tham<br /> nhip 3G da vugt con sd 20% trong nam 2007 vi tai<br /> Di kbm vbi db li van de nghen mang, gay rot<br /> eic nen kinh te dang phit trien cua chiu A li vio<br /> pMen hay lim giim tdc dd mang, inh hudng den<br /> niia eudi nim 2011. Tai nMeu thi trabng phat trien<br /> ttii ngMem ngubi su dung. Ket qua li nhirng khich<br /> nhu Nhit Bin, mite thim nhap 3G li hon 90%. Theo<br /> hing khbng hii long eb the rbi mang bit ky lite nio<br /> va chuyen sang mbt nhi cung cap dich vu khie. KM du bio ciia Morgan StaMey, mite thim nhip 3G cbn<br /> db nhi mang can mbt khoin cM pM Ibn de trien cb the vugt qui 100% tai mdt sd thi trabng phit<br /> khai eic ke hoach dieh vu mbi rihim thu hut khaeh trien, dugc thiic day cM bdi eie tMet hi dii Ueu. Vi<br /> hing. du hang Verizon Wireless d My cho biet tiem ning<br /> tham nhip ciia eie tMet bi du Ueu tten eie mang 3G<br /> Ben canh viec phit trien ha tang mang, cic mb<br /> vi 4G eiia mUih li 400%.<br /> Mnh chuyen tii luu lugng dii Ueu va kiem soit<br /> Tuy riMen, ket ndi khbng phii li yeu td duy nhat<br /> ehinh sich de glim bbt eic cM pM Uen quan den sir<br /> thue day sir ting tradng cua dG Ueu di dbng. Su<br /> tang tradng luu lupng dii Ueu di dbng, cic nhi khai<br /> phong phu vi da dang cua cic loai IMet hi di dgng,<br /> thic cbn eb the trien khai rihiing ke hoach dich vu<br /> cac img dung ciing nhu dich vu dinh eho chimg<br /> - tuong img vbi cae mb hinh klnh doarih mbi nhim<br /> eiing gbp phan lao nen su bimg nd niy. Chinh su<br /> <br /> <br /> 46 TAP CHI CNTT&TT KY 1 (7.2010)<br />  KINH TE BUtJ OIEN I<br /> <br /> <br /> <br /> sieojooo<br /> <br /> •YearlyCost DataRevePLes<br /> <br /> <br /> <br /> <br /> 2008 2009 2010 2011 2012 2013<br /> <br /> <br /> Souroe: Cheun Shsmns Conaulting. 2009<br /> <br /> Hinh 2; Dif bao tang trubng chl phi va doanh thu do lieu dl dpng tal My<br /> <br /> <br /> <br /> <br /> .5<br /> <br /> <br /> <br /> <br /> 2008 2009 2010<br /> <br /> <br /> Ngudn: Chetan Sharma Consulting, 2009<br /> <br /> Hinh 3: Giam chl phi phan phoi diJ lieu di dong voi cac giai phap khac nhau<br /> <br /> <br /> xuat Men cua iPhone di lim thay ddi hoin toin van hinh Uen quan den sir gia tang ve luu lugng<br /> thbi quen su dirng dich vu cua khich hing. Hg su dii Ueu eb the eb nhirng tie dpng lieu cue den lgi<br /> dung cic dich vu dii Ueu nhieu hgn, dinh liMeu nhuan cua mbt nhi khai thic: Sir ling tradng luu<br /> thbi gian online hon, vi ket qui li dganh thu trung lupng se vugt qui tdc dd ting tradng doanh thu neu<br /> binh tren mdi ngubi diing (ARPU) dat duge eao hon hp khbng dau tu diing cbng nghe. Theo du bao eua<br /> so vbi nhiing ngubi sir dung dien thoai thbng minh Chetan Sharma, neu khbng kiem soit tdt, den nam<br /> khie(HUih 1). 2011 cM pM phan phdi dii Ueu dl ddng tai My cb<br /> Su ting tradng ve luu lugng dir Ueu dl ddng ciing khi nang vugt qui ting tradng doanh thu (Hinh 2).<br /> mang lai nMeu lgi ich cho cic nhi khai thic mang, Do db eie nhi khai thic can xiy dung cMen luge<br /> vbi doanh thu dich vu ngiy cing ting. Vi du: Phan phit trien liu dii, nhim dip img tdt cic nhu eau ve<br /> trim doanh thu den tit cic dich vu dii Ueu ddi vbi dich vu dil Ueu di dgng ttong tuong lai.<br /> nhi khai thic Nhat Bin NTT DoCoMo Men dang Trgng cac mang 3G, kieh thuac ceU phu thupc<br /> vugt qui 45%. Tai cic nube Tay Au vi My eon sd rat nMeu vio dung lugng ceU. Bdi vay, kM ceU dat<br /> niy nam 2008 li 25% doanh thu. tbi nguong tii dir Ueu eiia nb se giy ra nhiing inh<br /> Tuy liMen cimg vbi nhung lpi ich db, cie nhi khai hudng nhit dmh tbi mang. Ket qua gay rat eie<br /> thic se mat them cM pM de quin ly tdc dp ting pMen thbng tin vi lim giim tdc dd mang, die biet<br /> mrdng cua du Ueu di dbng. That viy, vdn vi eM pM li d vimg bien eua mang hay tal eae thanh phd cb<br /> <br /> <br /> <br /> TAP CHI CNTT&TT KY 1 ( 7 . 2 0 1 0 ) 47<br />  KINH TE BUtl OIEN<br /> <br /> <br /> <br /> <br /> 2 : : 3 R«VS'ILS<br /> <br /> S-3SB<br /> SVSRe.er.e • Oa'.a "rafl :<br /> I IT'S'. 3 '^ S V S ''I L 5 • vs.cs--a(fc<br /> I V - ti Hei.e- -e<br /> <br /> <br /> SDjrta: r.'crgar Stanley, 2039<br /> <br /> <br /> Hinh 4: Dubao ty le doanh thu tucac djch vu thoai va du lieu<br /> <br /> mat dp dien thoai thbng minh vi ngubi diing dongle eho ph6p cie nhi khai thac quin ly tdc do ting<br /> eao. Ddng thbi dieu db cbn gay khb chiu eho khich tradng cua dii Ueu di ddng vi phan phdi cic dich vu<br /> hing vi hp phii trii ngMem dich vu mdt cich giin ei nhin hba mbt cich Unh hoat hon.<br /> doan. Ket qui li nhi khai thic se phii ddi mat vbi Cic chirih sich mang cb the cho ph6p cic nhi<br /> mbt nguy co mbi: Cie khich hing khbng hii Ibng khai thac quin ly luu lugng dii Ueu dl dbng bing<br /> se rbi mang vi chuyen sang mdt nhi cung cap dieh cich kiem soit bang thbng thbi gian thuc de tMch<br /> vu khie. img vbi su thay ddi eiia cic dieu kien mang vi cic<br /> yeu cau cua thue bao. Cie chinh sich img dung<br /> giiip eie nhi khai thac cung cap mot eai nhin ve<br /> QUAN LY TOC DO TANG T R L T O N G DC<br /> cie dieh vu mbi vi xic dinh xem cac trabng hgp<br /> LIEU D I DQNG<br /> mi thue bao cb the tray cap img dung. Trong kM<br /> Sir ting tradng nhanh chbng cua dii Ueu dl dbng<br /> eie ehinh sich thue bao dua ra cho ngubi su dung<br /> da thuc day eie nhi khai thic xem xet vi trien khai<br /> nhiing kiem soit true tiep ve dii Ueu cua hg. Ddng<br /> eie cMen luge quin ly nghen mang, bac gdm: Kiem<br /> thbi, giiip giim cM pM dau tu (capex) vi cM pM van<br /> soit chirih sach, chuyen tii luu lugng dii Ueu, dau<br /> hinh (opex) Uen quan den quin ly luu lugng ditih<br /> tu ca sd ha tang vi tdi uu hba mang (Hirih 3). Cie<br /> neu kiem soit chinh sich Meu qua. Ngubi ta ubc<br /> cMen luge niy se cung cip cho nhi khai thic vbi<br /> tinh kiem soit ehirih sich se gbp phan tiet kiem<br /> mbt bg cbng eu eic giii phip de giii quyet van de<br /> cM pM hing nim tten 10% tai IM trabng My vio<br /> nghen mang.<br /> nim 2013, tuong duong vbi giam 15 ty USD eM pM<br /> Kiem soat chinh sach hing nam.<br /> Kiem soit chirih sich dua ra eie ehinh sich cho Chuyen tai lUu lu'dng diir lieu<br /> thue bao, img dung vi mang thbi gian thue nhim<br /> Chuyen luu lugng dii Ueu tir mot mang di dbng bi<br /> <br /> <br /> <br /> 48 TAP CHI CNTT&TT KY 1 (7.2010)<br />  KINH TE BUtJ OIEN<br /> <br /> <br /> minh. Nhung vio nam 2013, kM 95% luu lugng<br /> nghen sang mbt cbng nghe tray nhip khie ve co<br /> mang se li dQ Ueu (Hmh 4), IM cie mb Mnh kinh<br /> bin se lim thay ddi nguyen tie kinh te cua phin<br /> doanh trayen thdng se khbng cbn phii hgp nUa. Do<br /> phdi dU Ueu db. Chuyen tii (offoad) dang dugc nMeu<br /> db, ngay tit bay gib eie nhi khai thic can lira chgn<br /> nhi khai thic tren toin eau xem xbt thue Men de<br /> quin ly luu lugng dii Ueu Meu qui hon vbi 2 lua vi xiy dung mdt mb hinh kinh doanh dit Ueu mbi,<br /> chgn phd bien: Chuyen tii sang Wi-Fi vi femtoceU. ben viing trong tuong lal.<br /> Tai mdt sd khu vuc, WiMAX ciing li mot lua chgn Dubi diy li mot sd giii phip giup eic nhi khai<br /> chuyen tai quan trgng. thic phit trien cie dich vu dii Ueu ben viing trong<br /> Hon niia, chuyen tii dii Ueu cb the ket hgp vbi tuong lai:<br /> kiem soit chuih sich de dem lai Meu qui tdt nhit. Cac gdi djch vu cd mu'c ciTdc cd dinh<br /> Vi du, cic nhi khai thac cb the chuyen tii mbt sd Viec tung ra cic gbi dieh vu dii Ueu eb miic cube cd<br /> img dung dbi hdi nMeu bang thbng hay luu lugng dinh li can tMet de thue day nhu eau su dung cua<br /> tai nhirng thbi diem dac biet dua tren dieu kien thuc khaeh hing vi phi vo rio ein ve gla cube Men nay.<br /> te eua mang. Chinh su khic biet giiia eie gbi dieh vu thoai vi dii<br /> Phat trien len cac he thdng truy nhap the Ueu eb mite cube ed dmh se dim bio tirih ben virng<br /> he thurtu' cua eie giii phip niy. Trii ngMem ve eie dich vu<br /> dii Ueu (lubt net, tii nhac, gui nhan emaU...) eb mite<br /> Viec phit trien ha tang len 3,5 G (HSPA) vi 4G<br /> cube cd dinh ciing rit khic nhau, tiiy theo nhu cau<br /> (LTE) lim 0am ding ke cM pM trayen mdi bit dii<br /> su dung cua minh, khich hing se lira chpn nhung<br /> Ueu tren mang, do db lim giim tdng cM pM van<br /> gbi cube phii hgp nhat.<br /> hinh. Tuy nMen, de chuyen sang LTE dbi hdi mbt<br /> dau tu ding ke vio ha tang mbi. Do db, cie nhi khai Thay dd'i cac md hinh dich vu<br /> thic nen lua chgn mdt cMen luge phat trien liu dii Rb ring eic dich vu dii Ueu cb mite cube ed dinh<br /> hgp ly, nhim tan dung tdi da ha tang mang cb sin, rat hap din ddi vbi nMeu ngubi su dung, tuy nMen<br /> ddng thbi timg bube phit trien len LTE. ehiing lai khbng phii hgp ddi vbi nhiing khach hing<br /> Tdi u'u mang eb nhu eau sir dung Ibn vi kM luu lugng dii Ueu tiep<br /> tue ting tradng theo him mil. KM db, giii phip thay<br /> Tdi hba mang, thbng qua cic ky thuit nhu nen vi<br /> bg nhb dem eiing che ph6p tiet kiem ding ke cM<br /> pM bing cich giim tdng sd bit di qua cic mang.<br /> Theo bio cio cua Sharma, cic khai thac cb the tao<br /> ra eie khoin tiet kiem tit 5 den 10% vio nam 2013<br /> thbng qua cMen luge niy.<br /> <br /> <br /> CAC MO H I N H K I N H DOANH DICH V g<br /> BEN VQNG MOI<br /> <br /> Thuc te, do cM pM quin ly dU Ueu di dbng vugt<br /> cM pM thoai, eie nhi khai thic rat quan tim den<br /> viec xiy dung eic ke hoach dich vu. Mac dii Men<br /> nay, eic nhi khai thic van dua chu yeu vio eie<br /> dich vu thoai de duy tri hoat dbng kinh doanh eua<br /> <br /> <br /> TAP CHI CNTT&TT KY 1 (7.2010) | 49<br />  KINH TE BUtJ OIEN<br /> <br /> <br /> ddi mb hinh dich vu se dugc xem xbt den. Vi du:<br /> Trien khai dich vu dua tten nhu cau ciia timg nhbm<br /> khich hing de eung cap cie gbi cube phii hgp nhu<br /> gbi cube dinh ehe hoc sinh, sinh vien, Gbi dinh cho<br /> cie khich hing cb nhu cau Uen lac qude te, gbi di<br /> ddng dinh cho nhbm 0 a dlnh/ddng ngMep, gbi di<br /> dbng nbi vimg... ddng thbi ip dung Unh hoat 0iia<br /> cie gbi cube tao them thuin lpi cho ngubi su dung.<br /> Dubi day li eie mb Mnh dieh vu sing tao, ci nhin<br /> hba mi eic nhi khai thic cb the trien khai:<br /> - Cic gbi dieh vu cb tdc dd khic nhau: Giup cac<br /> nhi khai thic ting doanh thu tir rihiing khich hing<br /> eb nhu cau su dung cao bing cich dua ra cho hg<br /> mite pM cao hon<br /> - Dua ten thbi 0an: Telecom ItaUa MobUe da<br /> thinh cbng vbi viec trien khai cic gbi cube dii Ueu<br /> di dbng dua tten thbi 0an. Mb Mnh niy tirih cube KET L U A N<br /> dua tren thbi 0an mbt ngubi su dung tieu pM tren Su tang tradng nhanh chbng cua luu lugng dii Ueu<br /> mang dii Ueu. trong hai nim qua da dem lai nMeu lgi ich eho cic<br /> - Viee sir dung bang thbng vi img dung eu the: nhi khai thic vi ngubi sir dung. Tuy nMen di k6m<br /> Cie 0 i l phip kiem soit chinh sich mbi eho ph6p vbi db li van de nghen mang vi cM pM can tMet de<br /> eie nhi khai thic thue Men kiem soat vi tinh cube nang cap mang lubi.<br /> dua tren mite su dung bing thbng hay cic Icai luu Cic cMen luge quin ly nghen mang bao gdm phit<br /> lugng eu the. Do db eic nhi khai thic cb the de trien ha ting, chuyen til luu lugng dil Ueu sang cic<br /> ding tmh cube ddi vbi cae dieh vu can nMeu bang mang Wi-Fi, femtoceU, WiMAX, vi die biet li kiem<br /> thbng nhu video theo thbi 0an su dung thue te. soit ehinh sich se 0up eic nhi mang xiy dung mdt<br /> - Thbi 0an su dung ttong ngiy mb Mnh kinh doanh phii hgp trong tuong lai. CMa<br /> - Cic mb hinh dieh vu dua tten vi tri khba de tdn tai vi phit trien ben virng lau dil db li<br /> eic nhi mang nen cb cMen luge phit trien cie ke<br /> - Cic mb hinh chat lupng dich vu<br /> hoach dich vu du Ueu eb mite cube cd dinh thinh<br /> Chinh sach kiem soat va chat lu'dng djch vu<br /> nhiing mb hinh dieh vu mbi nham dip img nhu eau<br /> Neu gbi cube hgp ly vi chit lugng dich vu dim cua timg ddi tugng khich hing.<br /> bio se gbp phan tao nen sir trung thinh cua khich Thu Hang, Lan Huang<br /> hing tM eie ehinh sich kiem soit se 0up ngubi su<br /> dung kiem soil duge mite su dung du Ueu di dbng Tai lieu t h a m khao:<br /> eiia mUih va nhiing inh hudng eiia nb tbi mang. Vi [1]. Towards a profitable mobile data business model,<br /> du: Cic ehinh sich miy ttam cho dien thoai thbng Bridgewater Systems<br /> <br /> minh cung cap cho khich hing kha nang kiem soit [2], Data over wireless: Taking the strain, Total telecom plus,<br /> May 2010<br /> thbi 0an su dung dii Ueu thiie.<br /> [3]. www.iclnews.vn<br /> <br /> <br /> <br /> <br /> 5 0 I TAP CHI CNTT&TT KY 1 ( 7 . 2 0 1 0 )<br />