MUMBAI: Mahindra Comviva, the global leader in providing mobile solutions beyond Value-Added Services, announced that it has extended its partnership with Vantrix, a pioneer in mobile video optimization and delivery solutions. Through this extended association, Mahindra Comviva will effectively manage, optimize and monetize the explosive growth of video traffic that service providers are experiencing in their markets.

According to a recent study, mobile video traffic exceeded 50% in 2012 and it is predicted that by 2017, video will generate 66.5% of all mobile data traffic. Globally the internet video users will be 2 billion by 2017. At the same time, mobile video traffic in Africa is predicted to grow 27 fold from 2013 to 2017 at a compound annual growth rate of 93 per cent. Video will be 72 per cent of Africa's mobile data traffic in 2017, compared to 47 per cent at the end of 2012.

With this partnership, Vantrix's advanced video optimization solution, Bandwidth Optimizer, will be integrated with Mahindra Comviva's Mobile Data Platform (MDP), which is targeted at addressing the broadband traffic and specifically Video Traffic for Policy Management, Optimization and Monetization (MOM). This integrated solution will enable service providers to manage, optimize and monetize their mobile broadband video traffic while offering their subscribers a high performance and rich media experience, leading to increased data adoption and reduced network congestion.

Commenting on this strategic partnership, Mahindra Comviva Internet and Broadband solutions vice president Madan G Onkar said "Given the explosive growth in the video traffic and the increase in broadband subscribers globally, it's imperative that video traffic is managed and delivered intelligently, in the most optimal manner. It contributes to a significant portion of the service providers' data revenue today. We are excited to extend our partnership with Vantrix to jointly offer the policy-based video optimization solution to our customers worldwide."

"Today, it is evident that video content consumption is the key driver for data traffic growth on service provider networks. These providers need to manage the growing costs of this demand, offer a compelling experience to their customers and enable new revenue opportunities," said Vantrix Global sales and business development sr vice president Alex Staddon-Smith. "We are delighted to partner with Mahindra Comviva to deliver a best-in-class solution to address these challenges. Our solution, Bandwidth Optimizer, is designed to improve the overall end user experience, while at the same time optimize the delivery of video content and enable monetization opportunities for our clients."

Mahindra Comviva has more than a decade of experience in managing mobile data pipes for over 80 service providers globally across 40+ countries, while Vantrix solutions are deployed in over 75 mobile networks, serving more than one billion subscribers in five continents. Vantrix has also been partnering with Mahindra Comviva with their media transcoding for its Multimedia Messaging Service Center (MMSC) suite and RCSe compliant IMPS suite.

Mahindra Comviva's MDP is a market proven platform that enhances customer's QoE, resulting in increase of operators' data volume by over 40% and ARPU (Average Revenue per User) by 20%. MDP deploys advanced optimization, data management and monetization techniques to enhance the user experience by improving data download speeds by over 70% and stimulate revenue growth, whilst generating up to 45% savings on bandwidth and up to 50% on infrastructure investment.