Beyond Bit Rate - Effectively Monetising the Move Away from Traditional Services

Beyond Bit RateEffectively Monetising the move away from Traditional Services25 June 2013, LTE World Summit, Amsterdam

Oisin O’Connor, Director of Product MarketingSlides: www.openet.com/LTE2013

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w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential

For Use Under Non-Disclosure Only

Agenda

1 2 3 4Industry context

Global Trend:

Dynamic Services

Top five Dynamic Services

strategies

Technical Implication

s

3



Agenda


Global Trend:

Dynamic Services


strategies


s

4



Industry Context: Some key questions

• How can we better differentiate and compete?

• How can we maximize return on 4G/LTE/NGN investments?

• How can we foster better relationships with customers to reduce churn?

• How do we prepare for a data centric world (>50% of service revenues)

?

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For Use Under Non-Disclosure Only5

Source: 2012 IBM Institute of Business Value Survey of Global

CSP CMOs

CMOs: Customer loyalty top priority

Enhance customer loyalty/advocacy

Use social media as a key engagement channel

Design experiences for tablet/mobile apps

Use integrated software suites to manage customers

Monitor the brand via social media

Analyze online/offline transaction analysis

Measure ROI of digital technologies

Monetize social media

Develop social interaction governance/policies

Gain comprehensive visibility of supply chain

73%

62%

55%

52%

48%

45%

41%

36%

30%

26%

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For Use Under Non-Disclosure Only6

Source: Infonetics Policy Survey Nov 2012

CTOs: Drivers for data network investments

Delivering new service bundles

Increase revenue per user

Ensuring QoS of premium services

Network Optimization

Reducing churn and ensuring loyalty

Reduce data plane congestion

Better monetization of OTT content

Regulatory complianceLimitations of existing policy management

system(s)Network Infrastructure Upgrades

Broadband edge resource management

Building out 3GPP compliant architecture

Enabling data offload

Reduce signaling plane congestion

88%76%

72%68%68%

64%56%

52%52%

44%36%

32%25%25%

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Agenda


Global Trend:

Dynamic Services


strategies


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Value Based Pricing

Customer ‘best offer’ based on

profile, history and network context

Range of offers

Large catalog of offers but customer only see a subset of

relevent offer

Real Time Engagement

Context based on-device interaction

for real time purchase of services

Dynamic Services Defined

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Product Development(Catalog of offers)

Communications(Personalized

offers to handset)

Intelligence(Real-time Loyalty &

Offer feedback)

Adoption/ Usage(Provisioning of offers on

Policy & Charging systems)

Dynamic Services: Real-time Feedback Loop

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Dynamic Services: What is it?Benefits of Dynamic Services

IncreaseRevenue

ReduceChurn

Improve Customer

Satisfaction

$

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Agenda


Global Trend:

Dynamic Services


strategies


s

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Dynamic Services Defined: Top 5 Strategies

Application Service Passes (Unlimited

Facebook)

Dynamic up-sell offers(Additional data when

quota is reached)

Policy Controls(Time of data pricing)

1

2

3

Roaming packages(Service Passes)

OTT & VAS Bundles(Application Service

Passes)

4

5

And then extend these services with loyalty and

promotions

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My Plan & Offers

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Speed Entitlement &

Throttling Indicator

My Plan & Offers

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My Plan & Offers

Speed Entitlement &


Entitlement & Usage

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InstalledAddonsMy Plan & Offers

Speed Entitlement &


Entitlement & Usage

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Personalised Offers

My Plan & Offers

Speed Entitlement &


InstalledAddons

Entitlement & Usage

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Notify & Up-sell the easy way

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Roaming packages

Easy to understand

roaming packages

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Roaming packages

Easy to understand

roaming packages

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By offering unlimited access vouchers to popular roaming apps such as Google maps,

operators can differentiate their services and provide a

compelling service for which users are willing to pay a

premium.“Unlimited Google Maps – Buy

unlimited access to Google Maps for $5? (Expires in 24

hours)”

App specific roaming packages

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Agenda


Global Trend:

Dynamic Services


strategies


s

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Interaction• Support user

interactions with next-gen networks

• Secure access for third parties to PCC features

Policy• Define policies & QoS

• Monitor data usage & threshold triggers

• Application specific policies

Real -time Charging

• Define charging & data entitlements

• Create up-sell and dynamic service offers

Integrated Infrastructure = Service Innovation Platform

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Revenue Express solution for Tier 2 /3 operators

• Pre-packaged PCRF use cases with PCEF & Analytics

• End to end offering based on optimized software & hardware configurations

+RevenueExpress

=

Thank You

[email protected]: www.openet.com/LTE2013

Beyond Bit Rate - Effectively Monetising the Move Away from Traditional Services

Technology

Transcript of Beyond Bit Rate - Effectively Monetising the Move Away from Traditional Services