Mobile operators, who for years have expressed concern about the increasing tide of mobile data traffic, have now started to take practical steps to mitigate the risk this phenomenon poses to their business. To support this trend, Mobixell Networks today announced that it has closed an additional 10 mobile Internet platform deals with worldwide mobile operators over a span of just 6 months.

According to Mobixell, a leading global provider of rich media mobile data solutions, these ten operators chose Mobixell Seamless Access, the company’s Mobile Internet Platform because of its strong video optimization and policy driven service orchestration capabilities.

Mobixell Seamless Access is a converged mobile data traffic solution designed to support existing and future generations of mobile Internet and mobile broadband services. The platform sits at the core of the mobile data network allowing centralized and intelligent decision making to be applied to all types of mobile data traffic, and intelligent media and video optimization techniques.

Declan Lonergan, vice president of Yankee Group's Anywhere Consumer research group noted that he’s been warning industry experts that "a wait-and-see attitude toward data, and specifically video traffic optimization can have a significant, negative impact on the economics of running a network. This trend is an encouraging sign that the industry is taking this advice seriously.”

The combined subscriber base for the mobile operators involved in these deals tops 140 million with a combined traffic volume in the neighborhood of 40 petabytes per month. For reference, 40 petabytes is 40 billion megabytes of data, roughly equivalent to more than 7 billion minutes or over 14,000 years of YouTube videos.

“Of course it’s satisfying to know that Tier-1 mobile operators are choosing Mobixell Seamless Access as their Mobile Internet Platform,” expressed Noam Green, VP Marketing for Mobixell. “But what these wins mean for the global industry is that video optimization and traffic management have become a real priority for operators. That’s why we believe they are choosing Mobixell.”

This trend is global, but with regional twists. In North America and Western Europe, where smartphones, tablets and other wireless device deployment projections are exceeding expectations, mobile operators are looking to push off capacity investments. One way they are doing that is by seeking out video and Web optimization technologies that improve user experience.

In Asia Pacific, however, where, for the most part, data traffic has not yet impacted capacity limitations, mobile operators are preparing for the rush of data that has already hit North America, Europe and the Pacific Rim. Their immediate needs include implementing a unified, policy-driven Mobile Internet Platform with centralized management for all data traffic and services. However, Mobixell finds that mobile operators in APAC are also making it a priority to select platforms with strong video optimization capabilities to be ready when the inevitable data traffic crunch hits their region.