The Integrated Charging and Policy Control Route to Data Monetization
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Transcript of The Integrated Charging and Policy Control Route to Data Monetization
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
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The Integrated Charging and Policy Control Route to Data Monetization
Amdocs Revenue Management
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The Data Explosion
More Connected Devices
> 5B devices + M2M
Personalization
Network Granularity
More Smartphone traffic
up 42x
3,900% increase in mobile data traffic from 2009-2014*
* Cisco Visual Networking Index (VNI) Global Mobile Data Forecast, 2009–2014
More Content / Apps
OTT Revenue models
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The Mobile Data Surge Mobile data traffic will double every year through 2014
Video will contribute two-thirds of the traffic 70% of traffic will be generated by laptops and other portable devices By 2014, non-smart phones will contribute only 4% of the total traffic
Smartphone
Handheld Gaming Console
Tablet
Mobile Phone Projector
Laptop
x24=
x60=
x122=
x300=
x515=Cisco Visual Networking Index (VNI) 2010 forecastSource:
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From Unlimited to tiered pricing schemesVo
lum
e
Broadband on Mobile Data Plans Youth 1Mbps 2Mbps 7.2Mbps 14.4Mbps 21Mbps
Monthly Subscription $29 $22.42 $37 $69 $83 $99
Download Speed Up to 1.5Mbps 1Mbps 2Mbps 7.2Mbps 14.4Mbps 21Mbps
Upload Speed Up to 384Kbps 384Kbps 512Kbps 1.5Mbps 5.76Mbps 5.76Mbps
Upload Speed Up to Monthly Free Local Bundled Usage 50GB 30GB 50GB
Excess Charges $0.001 / 2KB (min. of $0.005 / session)
Speed
Combined Volume & Speed
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Most operators are planning to launch tiered pricing plans in the next 6-12 months
Yes
No
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
89%
11%
92%
8%
78%
22%
APAC Europe North AmericaN=30
The majority of respondents from all three regions are planning to offer tiered pricing in the next 6-12 months
Is tiered pricing being planned for launch in the next 6-12 months?
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Towards Smart Capping
3GB Upload speed up
to 5Mbps
€ 25Thereafter € 1 per day
1GB Upload speed up
to 3Mbps
€15Thereafter € 2 per day
25GB Upload speed up
to 15Mbps
10GB Upload speed up
to 7Mbps
€ 35Thereafter € 1 per day
€ 59Thereafter back to 2.5G
speed in time of congestions
Any application including P2P and tethering
Le Lion
Any application P2P allowed 6pm-
6am
Le Tiger
No P2P No tethering
Le Wild Cat
Streaming allowed 6pm-6am
No P2P No tethering
Le Cat
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Are you being requested by marketing to enable innovative data plans?
The majority of service providers from APAC, Europe and North America say that commercialization of data plans are driven by their marketing departments
Yes
No
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
78%
22%
83%
17%
89%
11%
APAC Europe North AmericaN=30
Are you being requested by marketing to enable innovative data plans?
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Integration of Policy and Charging- Enables new Monetization Models
Simple and
Clear
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Existing Solutions
The Evolution of Data Services
5GB for 65$Split between family membersIndividual Quotas: Parents: 30GB, 2 Kids: 10 GB eachBandwidth QOS: Parents: up to 4Mbit/sKids: 2 MbpsMove to Pre-Pay if exceededBlock P2P services
Family Account
2GB for $20Bandwidth:up to 2 Mbps
2GB for $20For iPadUp to 7.1 Mbps
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The Evolution of Data Services
Family AccountThe Future of Data ServicesExisting Solutions
5GB for 20$Bandwidth:up to 2 Mbps
5GB for 20$Across Multiple Devices Wire
less
Wirelin
e
IPTVBB
4G / LTE
3G
WiFi
PSTN
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Operators demand for integrated policy and charging solution is overwhelming
Do you see a need for policy and charging integration?
Yes
No
0% 50% 100% 150% 200% 250% 300%
89%
11%
1 67%
33%
North America Europe APACN=30
Globally the need for integrated policy and charging by operators is overwhelming APAC operators are displaying some resistance but that could be because of lack of understanding of the potential Market education and thought leadership by Amdocs in APAC will be helpful
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Have you tried integrating charging and policy?
The majority of service providers report that they have not tried integrating charging and policy Those who said they have, also noted that it was not successful
Yes
No
0% 50% 100% 150% 200% 250% 300%
22%
67%
8%
92% 100%
North America Europe APACN=30
Have you tried integrating charging and policy?
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Amdocs & BridgewaterRedefining the Data Experience
BSS
Self Service
Packet Core
DPIData GW
Radio Access NW User Equipment
Customer Management
Provisioning
PCRF
SPRSubscriber Data & Policies SPR
Amdocs & Bridgewater
Bridging the Network and BSS to Deliver a Superior Data Experience Uniquely couple granular network
information and subscriber policies with state-of-the-art real-time charging capabilities
Offer a complete solution enabling service providers to achieve market differentiation through personalized, advanced data monetization business models
Achieve faster time to market by streamlining BSS processes and eliminating data inconsistencies
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Service Monetization Examples
5GB for $30
Pay as you go if exceeded
Overall Cap 3G Network usage - 1GB 4G Network usage - 4GB
5GB for $30
Get lower priority on network if exceed
Split between networks Video- 2GB limit P2P – 1GB limit
5GB for $30
Block data type usage if exceed
Data Type Limitation
Unlimited Facebook, Limit 1GB –YouTube etc.
5GB for $30
Compress videos if exceed
Content Limitation
8am-5pm count usage, other hours do not count
5GB for $30
Reduce bandwidth if exceed
Peak / Off-Peak hours5GB for $30
Move to Pre-Pay if exceed
Split between family members
Parents: 3GB 2 kids: 1GB each
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Revenue share agreement
Monetization ModelsPartner Agreements – Revenue Share
Multi dimensional characteristics
Device Type
iPhone, iPad, Laptop, eReader…
Service Location
Home \ Office Zone, Roaming…
Network Status
Congestion
Traffic \ service type
Video, VOIP, Tethering, P2P, Facebook…
Customer Info setting hierarchies and priorities
Business,VIP, Family, Gov…
Tiered packages parameters
Qos
Speed, Latency
Quota \ Usage
Time, Credit, Volume
Complementary add-ons
Monetization adds-on
QoSStep up, step down
Bandwidth on demand
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Premium QoS for OTT Providers“HD Button”
HD Video Streaming Offer the customer to
view a piece of content in a higher quality
guaranteed
“HD” bottom, price can be determined dynamically upon:
1. Network congestion2. Demand for the
content
Price for reservation
Define your reservation
Current Price Tag
Submit
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The majority of respondents from all three regions are looking most to Data plans share between several devices followed by Data plans shared between several family members
What type of data plans are you thinking of offering?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
85%
75%
22%
92%
82%
28%
70%
45%
11%
APAC Europe North America
Offering QOS boost for business users accessing business apps
Data plans shared between several family members
Data plans shared between several devices (e.g. tablet, smartphone)
What type of data plans are you thinking offering?
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Questions…
How many HD movies can you view with a 5GB / month package?
What minimum bandwidth shall you subscribe to for your FaceTime video calls?
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The Next Step - Value Based Pricing
Unlimited Plans
(e.g. $30 all you can eat)
Tiered Pricing Based on Quota
(e.g. 1GB / 5GB / 10GB)
Advanced Tiered Pricing Based on Value
(e.g. Movie / games package)
Small % users consume the most bandwidth
MB/GB is not intuitive to customers
Base package with content add-ons
Value Based Pricing
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From Data Access to Data Experience
Advanced monetization schemes require integrated charging and policy capabilities
Data monetization strategies are slowly shifting from providing simple access to data to providing the best user experience and enhanced capabilities
Access
Experience
Unlimited
Quotabased
Tiered
Bundled
Quality of Service
Value based
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Shahar Yaacobi
Thank you