Internet use on mobile devices in Malta above European average

The rising popularity of smartphones and tablets in Malta in recent years has been confirmed with the steady increase in the use of internet over these mobile devices, which is above the European average, i-Tech can reveal.

“Vodafone Malta customers consume 10 per cent more data per month on their smartphones and tablets, compared to the average we see across the other Vodafone markets in Europe. Moreover, we are constantly seeing more people switching to smartphones and tablets. This demonstrates the strong demand for mobile data in Malta,” according to Andrew de la Torre, head of technology at Vodafone Malta.

Mr de la Torre was speaking to i-Tech following the announcement by the mobile communications operator that is has upgraded its network to deliver speeds of up to 21.6Mbps nationwide for internet access over mobile devices, with upcoming 42Mbps capability across key areas and high traffic sites on the Vodafone network.

The latest version of the popular Apple iPad tablet was officially launched in Malta two weeks ago and this, together with the latest version of the Apple iPhone and other smartphones and tablets based on Google’s Android, Blackberry and Windows 7 are also available locally.

“Data on mobile devices is gaining popularity not only with youths but with all customers alike. People are finding it easier to be connected to the world around them through their smartphones and tablets. The trends are very encouraging, hence our commitment to providing tailor-made products and services for our customers,” he added.

Vodafone Malta’s head of technology explained in some detail how the upgraded network and higher internet speeds just announced by the communications company work.

In the real world environment Vodafone’s 21.6Mbps network should deliver speeds of up to 18Mbps in the very best conditions. The difference customers see from the “theoretical” maximum of 21.6Mbps comes from some of the connection being used for critical network signalling, and the realities of network load and typical distance from the site to our customers’ location. On average, across Vodafone’s whole footprint, customers using this technology should see up to 10Mbps. On rare occasions, users who are accessing this network during times of very high traffics or who are very far from our sites could experience bit rates lower than these.

The device being used also has a significant bearing on the speeds achieved (be it a handset, internet key or tablet). It is not just the capability of the device that matters (in terms of whether it supports 21.6Mbps or 42Mbps as only the latest devices do), but its design is also critical in terms of good radio frequency performance – which is essential for optimum performance – and its optimisation for efficient IP (internet) communications over the mobile network.

For 42Mbps all the same factors apply. In the very best conditions customers should see download speeds up to 35Mbps and an average experience across the 42Mbps coverage area of up to 20 Mbps.

However the recent upgrade will also have a positive impact on upload speeds.

“Since the current roadmap of devices is still limited to 5.7Mbps for upload speeds, performance in this area is unchanged on the Vodafone network since we already had this capability implemented. However it should be noted that this speed is significantly faster than most fixed technologies – which tend to be based mainly on download speeds. This makes our mobile network in Malta far more suitable than fixed networks for the increasingly symmetric nature of traffic as users upload more content to social networking and (internet) cloud based storage,” added Mr de la Torre.

Vodafone Malta is the 11th mobile network in Vodafone Group to implement the 42Mbps technology, enabling it to benefit significantly from the other networks that have gone before it. Worldwide there are actually less than 70 operators reported to have implemented 42Mbp. It is still a relatively new technology in the industry and as such it is still maturing as a technology which can be “optimised”.

“Offering higher speeds is one part of a bigger strategy designed to constantly delight our customers. Vodafone is also constantly increasing the quality of our 3G coverage – our number of 3G sites has been increased by over 10 per cent in the last year alone. This means that we are offering better coverage both outdoors and indoors, and truly enabling our customers to enjoy their smartphones and tablets wherever they are,” concluded Mr de La Torre.