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Mobile Broadband Scorecard Service
Increasing Subscribers on a PAYG Basis
20/07/2009 1
Andrew Blake, CTO
PD0100D006 v1.0
Mobile Broadband Driving Growth
• Very competitive market– Only data ARPU showing growth potential– Mobile broadband returns also up, increasing costs
• Need to project the right image ...... to strengthen the brand ...
... to increase sales
• Trustworthy, Reliable, Current, Interactive
• Coverage again key weapon in marketing arsenal– Online maps do more damage than good
• Let’s compare UK coverage map systems ...
20/07/2009 2
Comparison – Same Postcode
UK - Orange UK - O2
20/07/2009 3
Comparison – Same Postcode
UK - T-Mobile UK - Vodafone
20/07/2009 4
Comparison – Same Postcode
20/07/2009 5
UK - 3
MBSS – Same Postcode
20/07/2009 6
UK Coverage Map Comparison
20/07/2009 7
Ora
nge
O2
T-M
ob
ile
Vo
daf
on
e
3 MB
SS
Map
Easy to navigate map
Resizable map
Search by partial address
Multiple searches
High quality road map
High quality aerial map
WiFi hotspots / basestations
Store locator
Service quality estimate
Purchase recommendation
Mobile Broadband Package Builder
Flexible architecture facilitates embedding into POS process
20/07/2009 8
Mobile Broadband Scorecard
• Signal strength not reliable enough
• Better to consider extra factors
• Straightforward traffic light result
• More accurate recommendation than available today
Reduces return rates
Improves OPEX20/07/2009 9
Current Online Coverage Maps
• No group-wide strategy regarding coverage
• Disparate home grown solutions hosted internally
• Not up-to-date with latest web technologies
• Subscribers perceive an out-of-touch operator and don’t trust what the maps tell them
Significant room for improvement20/07/2009 10
Improving your Web Brand
20/07/2009 11
• Current– Slicker than Google Maps– Kudos for best coverage maps– One stop shop for spatial info
(e.g. store finder, hotspot finder)
• Reliable– More accurate coverage checker
than your competitors– Less chance of misleading– Fewer returns
• Interactive– Customers report coverage issues– Notify them as coverage improves– Vetted community info can be
included into future results
• Trustworthy– Accurate & attractive maps– Customers trust reported coverage– See searched locations clearly
(e.g. home, work, play, ...)
Happier customers
Happier customers
Happier customers
Happier customers
Why a Service ?
• Quick to deploy
• PAYG service
• No initial fees
• No minimum purchase
• No minimum tie in period
OPEX not CAPEX
• Transparent link between– Cost of the service, and
– Incremental benefit to your business
• Coverage checks result in sale or prevented return
Either way, you gain
20/07/2009 12
Why Synectics ?
• Off-the-shelf solution available now
• Strong track record
– creating, deploying and supporting innovative solutions to mobile network operators
• Experienced Board of Directors
– Radio propagation and coverage
– Online GIS solutions
• Customer focused and agile approach
20/07/2009 13
Next Steps
• We’re seeking reference customers in each country• Prepare demo using real operator data
• Partnership approach– Great live showcase– Very competitive first deployment pricing per country
• PAYG - low initial outlay to get operational system
Could be operational by end Q3/2009 You could take initiative over competitors
20/07/2009 14
Demo
• Online demonstrationhttp://www.synectics-tc.com/demo/
20/07/2009 15