In order to maximize the circulation of short-form videos while preserving an aesthetically pleasing experience, Vodafone and Meta, the owners of Instagram, have partnered.
The owner of Instagram, Meta (META.O), has partnered with Vodafone (VOD.L) to optimize short-form video distribution while maintaining a visually appealing experience. This has allowed Meta to free up capacity on 11 of Vodafone’s European mobile networks. The demand for videos on YouTube, Instagram, and TikTok is propelling a continuous increase in mobile network data usage. According to Ericsson’s 2024 Mobility Report, global traffic increased by 25% in the 12 months leading up to the first quarter of 2024. By the end of 2023, video will make up 73% of all mobile traffic.
Vodafone and other telecom operators have expressed dissatisfaction over having to pay for network upgrades while big tech companies profit free of charge. There is little chance that the EU’s campaign to force Big Tech to contribute to 5G investment will be renewed before the end of the year, if it is revived at all. It stalled last year. Vodafone stated that collaborating with websites like Meta was a “pragmatic way” to address the discussion surrounding equitable distribution.
Alberto Ripepi, chief network officer of Vodafone, stated that Meta’s commitment to optimize video distribution for its services “paves the way for a more efficient use of existing network resources.” “Vodafone and Meta have implemented these optimizations across Vodafone’s European markets and intend to continue collaborating to foster additional efficiencies.” During testing in April, Vodafone claimed that the optimization reduced Meta’s data traffic on its British network by a low double-digit, freeing up capacity in high-traffic areas like transportation hubs and shopping centers.
According to Gaya Nagarajan, vice president of network engineering at Meta, the company is dedicated to pushing the limits of video optimization through collaboration with creative partners like Vodafone, equipment vendors, device makers, and the larger digital ecosystem. Last week, Telefonica of Spain announced that it was collaborating with Meta to optimize the distribution of video traffic across its networks.
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