Network operator 3 Mobile has introduced the internet Video Optimisation Gateway (iVOG) platform from Ortiva Wireless in a bid to deliver sufficient quality levels to subscribers.

The service is designed to give mobile broadband subscribers a "superior video experience" by reducing the buffering that can affect online video streams.

Carriers look set to treat the effective delivery of mobile video as a priority over the coming years, with Allot Communications recently revealing that video now represents 40 per cent of all mobile traffic.

In addition, Ericsson claimed last November that mobile data consumption will rise tenfold between 2010 and 2016, with video set to be one of the biggest drivers.

Phil Sheppard, director of network strategy at 3 Mobile, said the company selected the iVOG platform after an extensive trial process.

"Ortiva's scalability advantages allowed the deployment to be paid for entirely by the savings in network expansion costs, while at the same time improving the subscriber quality of experience," he added.

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