Mobile Experience: It’s Apps Not Mobile Operators that Might Be Letting Users Down at Large-Scale Events

Written by Toby Forman, Group CEO

In recent months, we’ve seen the Olympic Games, the Euros and Taylor Swift’s Eras Tour take to the stage at some of the largest venues around the world. These events attract thousands, sometimes millions, of attendees, all eager to share their experiences in real-time through social media, messaging apps, and live streams. Over 9.5 million tickets were sold for the Olympics this year with spectators flying into Paris from all over the world, according to The International Olympic Committee. For cellular networks, this volume of new users in a small area can potentially lead to poor user experiences, dropped connections and slow internet speeds if providers are not prepared. 

In Central Paris, Bouygues Telecom is delivering the fastest maximum download (661.6 Mbps) and upload speeds (161.62 Mbps), according to xvolv. However, although it offered the best performance in most central areas of Paris and bigger neighbourhoods, connectivity in some large suburbs is inconsistent or unavailable.

Cellular performance testing and monitoring plays a key role for network providers who are hoping to be a champion for keeping users connected at large-scale events. Providers are working overtime to offer maximised upload and download speeds. However, it may be that providers are not solely responsible for bottlenecks that lead to poor performance. It could be that the apps rather than infrastructure are causing frustration for users in congested areas. 

Network Providers VS Applications 

While cellular networks are becoming increasingly robust and ready for higher volumes of traffic, more and more issues are being identified, which could be at the application level and not just infrastructure. It is unclear whether social media and communications apps such as Instagram, LinkedIn and WhatsApp are being optimised at the backend ahead of events. Without optimisation, users could be left unable to share real-time updates. This includes slow loading times, failed uploads and other performance issues, which could leave the apps unusable and users disconnected. 

These issues can occur because mobile applications, particularly those relying heavily on real-time data, are often designed and tested under normal conditions. The extreme conditions presented by large-scale events, such as a dense concentration of users all accessing the same app simultaneously, can push these applications beyond their limits. For example, LinkedIn or WhatsApp may struggle to process the flood of messages, posts, and media uploads, leading to delays and failures in delivering content. 

For example, at Mobile World Congress 2024, our testing showed that cellular networks appeared to be delivering upload, download and latency that would support an optimised user experience but LinkedIn wasn’t accessible for users on the ground. With thousands accessing the app simultaneously, servers may have become overwhelmed, leading to slower response times, increased latency, and occasional crashes. The cellular network was ready for the large crowds but from our testing it appeared that that the applications themselves weren’t ready, resulting in degraded performance and poor user experience.

Many companies introduce new features or updates during events to capitalise on the increased attention. However, these updates often introduce unforeseen bugs or compatibility issues. The pressure to release updates quickly may lead to insufficient testing. This causes new features to integrate poorly with existing ones and results in crashes or glitches. Users unfamiliar with these changes also face confusion, further impacting usability.

Despite rigorous pre-event testing, unique conditions at events present challenges that are hard to replicate in controlled environments. High user density, varied device types, and fluctuating network conditions expose vulnerabilities not apparent during development. These real-world stressors lead to performance lags, connectivity issues, and compatibility errors, compromising the user experience during the event.

Collaboration is a Must

More than half of the world’s population engaged with the Olympics this year via either digital or broadcast channels, according to The International Olympic Committee. So, how can network providers and application developers work in harmony to offer high-level of performance for all users at these type of events in the future? 

Application servers need to be adequately scaled ahead of events to manage the extra demand. Network providers are deploying additional infrastructure and processes so developers must ensure they do the same. Even if the network is functioning as intended, users will look to their provider if apps do not work properly. This can lead to a perception that the carrier's network is unreliable, even when the real issues potentially lie outside of the provider’s hands.

By advancing backend systems, such as cloud servers and databases, apps will be equally prepared for surges in traffic.  

To mitigate these issues, collaboration between network providers and application developers is essential. Providers can offer insights from their performance testing to help developers optimise their apps for high-density environments. This might involve tweaking app settings to reduce data usage, implementing more efficient data handling protocols, or scaling backend infrastructure to meet increased demand.

Increasing Performance One Event at a Time

Performance testing enables providers to identify weak points in their network. This can include areas with poor coverage and limited bandwidth. By addressing these weak points in advance, providers can improve and increase their network by adding additional, temporary cell towers and optimising existing infrastructure.

For instance, during the Olympics, a city may see the installation of hundreds of temporary cell sites, all strategically placed to maximise coverage and capacity. The result is a network that can handle the massive influx of data traffic generated by event attendees.

Working together means both providers and applications alike can increase reputation and gain more insights into what works and what doesn’t, for continued growth and improvement.