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June
1 CLIENT CONFIDENTIAL
Copyright © Maravedis-Rethink 2014
New small cell models
Driven by location authentication
July 16 2014
Gavin Ray, SVP Products and
Marketing
ip.access
Caroline Gabriel,
Research Director,
Maravedis-Rethink
2
July 2014
Copyright © Maravedis Inc 2013.
Welcome and housekeeping
> Caroline Gabriel, Research Director
Key research findings – small trends and business models
> Caroline Gabriel, Research Director
A new approach with the presenceCell
> Gavin Ray, SVP Products and Marketing, ip.access
Q&A
www.maravedis-bwa.com
Agenda
3
Small cell trends
July 2014
Copyright © Maravedis Inc 2014
0
1000
2000
3000
4000
5000
6000
7000
8000
2013 2014 2015 2016 2017 2018 2019
,00
0 c
ells
Installed base Deployments
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
2013 2014 2015 2016 2017 2018 2019
,00
0 u
nit
s
3G LTE 3G/LTE 4G/WiFi 3G/4G/WiFi
L. Public access metrocells, R. Public access cells in enterprises Source: Maravedis Rethink RAN Service June 2014
4
Changing drivers
July 2014
Copyright © Maravedis Inc 2014
0
20
40
60
80
100
120
140
160
180
200
2013 2014 2015 2016 2017 2018
$b
n
Capacity investments Data revenues
Operators must stop capacity
investment outrunning new revenues
by reducing capex/opex
by developing new revenues
Small cells have clear impact on cost
Can they also enable new revenue
streams?
Source: Maravedis Rethink RAN Service June 2014
5
Small cell-driven opportunities
July 2014
Copyright © Maravedis Inc 2014
Small cell advantages
location and presence
integration with core and macro
SIM card identity
Enables personalized services
Promotions
Advertising
CEM/QoE
Integration with network tools
Transactions
0
5
10
15
20
25
30
35
%
% new LTE revenue Driven by edge Chief expected incremental LTE revenue, and network edge drivers Source: Maravedis-Rethink MOSA survey 60 cellcos
6
The importance of the network edge
July 2014
Copyright © Maravedis Inc 2014
• Authentication
• New shopping experiences
• New view of the user
• Responsive
• Caching
• Offload
• Promotions
• AR
• DPI
• Network data
Network intelligence
Personalized services and
content
Commerce CEM
7
The retail example
July 2014
Copyright © Maravedis Inc 2014
25% of retailers plan to
deploy small cells in-store,
by 2018
Coverage and capacity
important to store
experience
But other benefits will
accelerate uptake
Source: Maravedis-Rethink/ip.access survey of retailers May 2014
22
17
12 12
12
10
8
3 3 2
Support secure mobile transactions
Support proximity marketing
Accurate presence tracking
Support for personalization
Improve identity authentication accuracy
Support in-store systems and efficiencies
Accurate location awareness
Improved coverage for voice and data
Improved capacity
Cost effectiveness
8
Business impact for MNOs
July 2014
Copyright © Maravedis Inc 2014
40
35
30
20
10 10
15
0
10
20
30
40
50
60
70
Reduced cost Direct generation of new revenue streams (please
specify)
Enhanced role in enterprise/verticals
Reduced churn Increased ability to acquire and retain customers
Protection of voice and connectivity revenues
Enhanced ability to partner with over-the-top providers
% o
f re
spo
nd
en
ts
NAM EU APAC Total Source: Maravedis-Rethink/ip.access survey of MNOs May 2014
9 © Rethink Technology Research
2011
For more information on our reports and services, please
email [email protected]
For details of bespoke research, reports on wireless
networks and operator strategies, and more
10
01011010101111011 21447683272349762 01110110100111011 09874358763457652 11010101101010111 87326423456782354 00101100111000010 57567823673256785
Presence Cell Solutions
Leverage Operators’ SIM Identity Investments
(C) 2014 ip.access Ltd All rights reserved
11
Mobile
Analytics
Retail
Analytics
Mobile
Finance Location
Verification
Presence
Promotions
TM
TRANSACTION DECISION AUTHENTICATION VERIFICATION
PRESENCE CELL Enabling New Services & Markets
LOCATION
(C) 2014 ip.access Ltd All rights reserved
12
Presence Cells : What are they?
ip.access presenceCell unit
• Small footprint (4” / 10cm square)
• Field-proven technology, 1 Million+
deployed
• Simple Plug & Play – Self configuration
• Honours privacy and opt-in settings
How they work
• Handsets discover and camp-on
• presenceCell asks for the UE IMSI
• IMSI Secure Hashing anonymizes data at
source
• Handset is rejected back to the Macro
network
• Data uploaded to central Presence
Collector (C) 2014 ip.access Ltd All rights reserved
13
Precedent set for Location
Services
MACRO : COARSE GRAINED
Street level or 100’s meters
Mobile operators are already providing
anonymized and aggregated data from Macro
Networks
MACRO : LOCATION REVENUE Vertical markets emerging
Datasets being sold
retail advertising optimisation
store location planning
(C) 2014 ip.access Ltd All rights reserved
14
presenceCells in Live Trials
FINE GRAINED TRIALS • Limited captive audience
• Open public area
• On-going service growth
KEY SUCCESSES • Fast deployment
• No integration with CN or RAN
• Good footfall correlation with traditional techniques
• No detectable impact to Users, Battery-life or Network
• Configurable cell power for setting coverage area
PE
OP
LE
P
LA
CE
T
IME
(C) 2014 ip.access Ltd All rights reserved
15
Presence Cell in a Solution
Customer – Server Farm Data-warehouse & Analytics
IPA Presence Cell Captures SIM Identity
Sends blinded record to
Presence Collector
IPA Presence Cell Manager Manages Presence Cells
IPA Presence Data Collector Aggregates bulk Hashed IMSI data
Supplies to Data-warehouse Presence
Backhaul
Options • Broadband
• 2G/3G WAN
(C) 2014 ip.access Ltd All rights reserved
16
presenceCell Compared to Wi-Fi & Bluetooth
compatible with over 2Bn 3G handsets
handset vendor agnostic
no applications or handset configurations
required
3GPP secure authentication
network assisted physical location verification
insignificant impact on battery drain
legacy phone support
leverages operator-customer relationship (C) 2014 ip.access Ltd All rights reserved
17 (C) 2014 ip.access Ltd All rights reserved
Conclusion
Substantial growth
is going to be driven
by Presence services
• new lines of revenue
• new B2B business opportunities
THANK YOU
CONTACT : [email protected]
