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
2
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
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
4
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
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)
?
5
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
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%
6
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
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%
7
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
8
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
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
9
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
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
10
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
Dynamic Services: What is it?Benefits of Dynamic Services
IncreaseRevenue
ReduceChurn
Improve Customer
Satisfaction
$
11
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
12
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
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
13
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
My Plan & Offers
14
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
Speed Entitlement &
Throttling Indicator
My Plan & Offers
15
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
My Plan & Offers
Speed Entitlement &
Throttling Indicator
Entitlement & Usage
16
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
InstalledAddonsMy Plan & Offers
Speed Entitlement &
Throttling Indicator
Entitlement & Usage
17
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
Personalised Offers
My Plan & Offers
Speed Entitlement &
Throttling Indicator
InstalledAddons
Entitlement & Usage
18
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
Notify & Up-sell the easy way
19
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
Notify & Up-sell the easy way
20
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
Notify & Up-sell the easy way
21
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
Notify & Up-sell the easy way
22
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
Notify & Up-sell the easy way
23
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
Roaming packages
Easy to understand
roaming packages
24
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
Roaming packages
Easy to understand
roaming packages
25
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
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
26
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
27
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
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
28
w w w . o p e n e t . c o m© Copyright 2013 Openet – Company Confidential
For Use Under Non-Disclosure Only
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