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WBA WBA –– Keeping it simple for the customerKeeping it simple for the customer
Johann Georg GrossJohann Georg Gross
Chairman Alliance Workgroup, WBAChairman Alliance Workgroup, WBA
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Chairman Alliance Workgroup, WBAChairman Alliance Workgroup, WBASophia Antipolis, June 27, 2008Sophia Antipolis, June 27, 2008
FMCA and ETSI Convergence & Customer FMCA and ETSI Convergence & Customer Experience Conference, June 2008Experience Conference, June 2008
Agenda
�� WBA Gains Momentum in 2008WBA Gains Momentum in 2008
�� WBA WBA –– it is all about the customerit is all about the customer
�� Groundbreaking Work done by WBAGroundbreaking Work done by WBA
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�� Trends within in the MarketTrends within in the Market
�� WBA: The Way forwardWBA: The Way forward
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2008... WBA Gains Momentum
� 35 members from around the world – 29 operators across 23 key markets– Collective subscriber base of 230mil+– Strong mix of leading operators offering
Public WiFi, Mobile Broadband, Fixed Broadband & WiMAX services around the world
– Leading roaming interconnect and clearinghouse providers
1. Boingo2. BT, UK3. Du (EITC) 4. Freedom4, UK5. Hong Kong CSL6. Indosat M2, Indonesia
KT, Korea
19. T-Home/DT Germany20. T-Mobile Austria21. T-Mobile Czech22. T-Mobile Germany23. T-Mobile Hungary 24. T-Mobile Netherlands
T-Mobile UK
Increasing Membership & Leveraging Strengths!
10 new10 newmembers in members in 2008 so far!2008 so far!
10 new10 newmembers in members in 2008 so far!2008 so far!
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clearinghouse providers
� Leveraging strength/success in WiFi– More than 85K hotspots globally– Consistent user experience globally– Award Winning WBA WRIX
� Live global eco-system supporting – Commercial roaming across 22 operators &
5 WRIX vendors– Around 300 roaming agreements
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7. KT, Korea8. Maxis, Malaysia9. Nomad, Mauritius10. NTT Com, Japan11. Orange France12. Portugal Telecom/TMN13. Smart, Philippines 14. StarHub, Singapore15. Swisscom16. Telecom Italia17. Telefonica Spain18. Telmex, Mexico
25. T-Mobile UK26. T-Mobile USA27. True Corp, Thailand28. Tata Communication29. Wayport30. YTLE, Malaysia31. ConnectSpot32. MACH33. Quiconnect 34. Syniverse35. Verisign
WBA – Leading Coverage in all of the Top 10 key areas
Store / Shopping MallParisSouth Korea
CafeLondonGermany
RestaurantTokyoUnited Kingdom
Hotel / ResortSeoulUnited States
Top 10 WiFi Locations by
Type / Category
Top 10 WiFi
Locations by City
Top 10 WiFi Locations by
Country
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Other
LibraryBusanCanada
AirportSingaporeTaiwan
Gas StationBerlinNetherlands
Office BuildingNew YorkItaly
DaeguFrance
Pub/BarSan Francisco
Japan
Source: JiWire WIFI Hotstats ™
Keeping it simple for the customer is the common objective
� Facilitate global wireless
broadband roaming between
member operators
Customer ManifestoCustomer Manifesto
“I expect to enjoy a ubiquitous wireless
broadband experience with all my services when
Customer ManifestoCustomer Manifesto
“I expect to enjoy a ubiquitous wireless
broadband experience with all my services when
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� Accelerate wireless broadband
adoption by fostering
collaboration between
members
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all my services when roaming in the same easy, secure, reliable way that I
do at home and be billed by my home operator”
all my services when roaming in the same easy, secure, reliable way that I
do at home and be billed by my home operator”
Customer Retention & Business Value
•Simplify user experience across
wireless broadband roaming
Goals…Drive Revenue & User Traffic
Strategic Focus
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wireless broadband roaming
•Maximize value of existing members
•Making it easier for customers to find a WBA
Partner roaming location
• Increase awareness and usage of roaming at members’ locations
•Add value to members by providing forums for members to come together to share learning's and ideas
• Leverage other alliances to identify new opportunit ies
• Push vision towards true wireless broadband Access roaming
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Ground breaking work done by WBA in Roaming
� As customer needs evolve and roaming complexity increases, the
WBA has put in place key working groups and programs to ensure a
seamless roaming experience
� For the Customer
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� For the Customer
– A unified experience – absolutely the same as home operator – across
the world
� For WBA Members
– WRIX – a award winning settlement mechanism developed by WBA
Wireless Broadband Roaming
� Standardization of the Wireless Broadband “Roaming Stack”
– Browser-based / Browser-less Access Mechanisms
– Operator Interconnect
– Inter-operator Accounting, Billing, Clearing & Settlement
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� Reusable across WiFi and WiMAX
� Globally-harmonized Wireless Broadband Roaming Architecture
Wireless Roaming Intermediary eXchange (WRIX)
� Winner of the Wireless Broadband Innovation Award 2007 for Best Wi-Fi
Product or Service
� The WRIX or selected modules of the Wireless LAN Roaming
implementation and day to day operations can be outsourced for
interconnection and the wholesale interface of any convergent broadband
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interconnection and the wholesale interface of any convergent broadband
data services
� Key Benefits:
– Standardised mediation of RADIUS Accounting to Call Data Records, which can
be rated using all possible charging principles
– SOX compliant financial settlement support
Wireless Roaming Intermediary eXchange (WRIX)
� WRIX-i for Radius Interconnection
� WRIX-d for Data Clearing (wholesale accounting)
� WRIX-f for Financial Clearing (wholesale billing)
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WRIX
(VNP)
HSP
Operador
VNP
Operador WRIX
(HSP)
HSP role in WBA WRIX
VNP role in WBA WRIX
i
d
f
VNPn HSPn
Browser Roaming Access
�WBA operators provide a best-in-class “Home Operator” user
experience for browser-based access and billing
– Roaming users have a familiar environment and interface
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1. Swisscom Mobile user at T-Mobile USA hotspot sees WBA logo, selects Home Operator…
2. … and sees the familiar Swisscom Mobile welcome page!
3. Roaming user logs in as usual and is charged via his/her normal Swisscom Mobile bill.
Wi-Fi is expanding across the globe
� Over 180,000 hotspots across the globe by end of 2007
� Approx $3.5 billion in revenues for 2007
� 111 % increase in Wi-Fi sessions worldwide (Q3 ’06 vs. Q 1 ’06)
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� Almost 90 % of Airports worldwide are Wi-Fi enabled
� Embedded Wi-Fi market to grow at 66.2 % CAGR to 226 Mn units till
2008; over 150 million Wi-Fi enabled phones by 2008
Source: IDC Research Report, Telecom Trends International Inc., Other sources
Current WiFi Devices
� Laptops and PDAs are the predominant revenue generating WiFi
devices today
– WBA has a unified experience for browser-based logon across
member operators
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�Gaming Devices and other WiFi-enabled
handsets for data are now emerging
�The WBA has an agreed Wispr standard to start
facilitating the client software needed to
support these devises
Wi-Fi devices – key driver for mobility and convergence
� 245.9 million Wi-Fi portable devices globally by 2010*
WiFi Alliance ® certifies 3000th product
August 2006
Total wireless portable devices*
50.0
100.0
150.0
200.0
250.0
300.0
Dev
ices
(m
)
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2010*
� 125.5 million in Europe*
� 22 million by 2011 in UK alone*
� Over 25 Wi-Fi/GSM devices by mid 2007
* Source: Strategy Analytics & BTCTO. Data includes digital cameras, MP3 players, media players and portable game consoles.
0.02006 2007 2008 2009 2010
Year
Out and about
2008... The “FUTURE” is HERE!!
iPhone
Wireless Broadband Market Matures!
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Industry Stakeholders Need to Collaborate to Address Industry Stakeholders Need to Collaborate to Address New Challenges & Opportunities!New Challenges & Opportunities!
iBurstiBurstiBurstiBurst
Application Demands
� Seamless, browser-less access to WiFi networks
– Devices must automatically find and attach to an available WiFi network
� Automated billing via home operator
– No fiddling with credit cards or vouchers
� Handover to Wireless WANs (WiMAX/HSxPA)
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� Handover to Wireless WANs (WiMAX/HSxPA)
� This is challenging enough in a single-operator context
� What does it take to make this happen in a roaming scenario?
2008...WBA Gains Momentum
WRIX ICP for DualWRIX ICP for Dual--Mode/EAPMode/EAP--SIM SIM
RoamingRoaming
WRIX ICP for DualWRIX ICP for Dual--Mode/EAPMode/EAP--SIM SIM
RoamingRoaming
WRIX ICP for WRIX ICP for WiMAX Global WiMAX Global
RoamingRoaming
WRIX ICP for WRIX ICP for WiMAX Global WiMAX Global
RoamingRoaming
WRIX ICP for WRIX ICP for Aggregation Aggregation
RoamingRoaming
WRIX ICP for WRIX ICP for Aggregation Aggregation
RoamingRoaming
WRIX Creates Collaboration Opportunities!WRIX Creates Collaboration Opportunities!
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WRIXWRIXWRIXWRIX
Dual mode devices and EAP-SIM
� Co-operation with FMCA
User experience
Usage: User
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Usage:Service, connection, billing
User Authentication (EAP-
SIM)
Business cases
Impact on the WRIX
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WBA and the next stage:- time to embrace the next stage of our members evolvement.
� New membership drive
– Re-establish the membership structure to allow more operators to join the WBA, thereby
increasing the roaming footprint for end users and roaming revenue for operators.
� Global Hotspot Directory
– Make it easier for end users to find WBA global hotspot directory in a consistent format
� WBA Global marketing initiatives
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– New campaigns that use the members own marketing activity to drive roaming revenues
� WRIX Forum work stream
– Continue to maintain and enhance the WRIX specifications and functionality
� Cross Alliances work streams
• Collaboration with various industry bodies to increase the ‘converged’ usage and
revenue opportunities for the members (currently reviewing proposals from the FMCA,
WiMAX Forum, WiSOA, WiFi Alliance, WLINK and GSMA)
WBA delivers true value to its members and partners
� Improving Customer Experience
– Delivering Technical specifications:
– Interconnect and browser-based access
specifications
– Client-access specifications
– EAP and seamless mobility
� Delivering Commercial Models
– Enhanced time-to-market
� Providing a global brand for
roamers
– Enhancing Service discovery &
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– EAP and seamless mobility
� Improving Customer Service
– Inter-operator customer care handling
– Fault handling to maintain service levels
customer confidence (interoperability)
– Increasing roaming adoption &
revenues
� Develop Once, Deploy Globally
– The converged agenda, the next
stage…….
Thank You
Contact Us at:Contact Us at:
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Contact Us at:
Shrikant Shenwai
Wireless Broadband Alliance
Secretariat
+65 98590702
Contact Us at:
Johann Georg Gross
Wireless Broadband Alliance
Chairman “Alliance Workgroup”
+49 228 181 13547
