The Olympics happen every two years, but according to media watchers and IT professionals, the impact of the Olympics on communications traffic globally from this year's games could be more significant than any in the 116-year history of the modern games.
"Coverage of the Olympics used to be very static, it was just print, broadcast or TV," says Marianne Budnick, CMO of Acme Packet, which specializes in session delivery networks. "But today, because of both improvements to communications technologies and the rise of mobile and social, coverage of the Games and communications related to them are much more interactive and are conducted largely in real-time."
Hence, we have the first app Olympics it seems, with the proliferation of mobile, tablet and web application options for consumers to watch the Olympics on. According to a study from mobile marketing company Velti, 40% of Olympic watchers plan to follow the games on two or more devices, while half of those expect to watch live video streams or replays on their tablets. NBC, the U.S. broadcast network for the games, will live stream all 32 events in real time and is making them available for replay. Acme says all that streaming could add up to a 211% increase in mobile traffic during the two weeks of the games, starting on Friday, July 27.
What does all this mean for the enterprise? Be prepared, says Jon Olstik, senior principal analyst at Enterprise Strategy Group. If a dozen or 20 workers in an enterprise are all streaming a U.S. basketball team game or watching Michael Phelps swim at the same time, "that will consume a tremendous amount of bandwidth." The issue could be exacerbated by the prime-time events in London, because of the time-zone change, occurring during the middle of the U.S. work day, he notes.
There are remedies enterprises can take though. Firewall tools, network caching and edge routers each have varying degrees of sophistication for setting network protocols and throttling limits. Basic features allow for a certain protocols, such as Flash video players to be limited, while more sophisticated systems can target specific URLs or locations. Olstik says network admins should be careful to not block all video traffic for legitimate uses. "You still need to get business done," he says.
Perhaps an even bigger issue, he says, is around cyber security. Hackers attempt to use any sort of major event as leverage to launch cybercrimes, including phishing scams or search engine fabrications. In his blog on Network World, Olstik referenced a report from the Department of Homeland Security, which warns of malware and phishing scams that could pop up during the next two weeks. For example, a hacker can manipulate search engine optimization technologies, the report says, to promote malicious sites that may appear to be legitimate Olympic-related coverage. The best defense for this, Olstik says is ongoing education of employees to keep them aware of cyber security threats.
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