© 2013 – PROPRIETARY AND CONFIDENTIAL INFORMATION OF CVIDYA

Amit Daniel, EVP Marketing & BD

How to generate revenues from data services in a competitive market?

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Let’s Connect Back to The Provider…

Data Available XDRs, customer details, device, location, account number, point of sale, revenues…..

Insights Correlation, relationships, patterns,

habits – Needs and communication habits as a

group and as individuals – Patterns of use - profile enrichment – Influencers – Correlations - Friends/family

members/SMEs

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Understanding your data as well as customer usage and needs mean:

• Creation of relevant pricing models and campaigns

• Innovation and “out of the box” pricing models with 3rd parties partnerships

• “Trial and Error” mode of operation

• Optimization of legacy pricing plans to reduce costs and resources

Analytics is Crucial for Mobile Data Pricing

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Operators’ Reality

“Telcos are sitting on a huge pile of data. But they can only efficiently use a small portion. Leveraging it effectively requires a very targeted approach to gain usable outputs.” (Deutsche Telekom)

“Pricing models are about moving from one-size-fits-all to consumption-based models with much more flexibility and customization built in to allow the end user to make the choices they want to make based on what they need at that moment in time.” (Alicia Dietsch, AT&T)

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Underpin Advanced

Segmentation

Manage the OTT challenge

Maximize returns from LTE

Investments

Improve CLTV

Mobile broadband connections reached $1.6B users in 2012, a 43% growth year-over-year Mobile broadband revenues reached $244.2 billion in 2012, a 21% growth year-on-year Ovum, wireless Intelligence

Opportunity loss potential of 230B USD in 2013-2015

6 * Market Research 222 CMOs (CMO council), Jan 2013

Tools to support the decisions of next best actions per single customers

Poor alignment between siloed departments (e.g., marketing, sales, IT, network, etc.)

Lack of subscriber insight for personalized user experience

Near real-time data insight make better informed decisions about new propositions

Multiple data sources Access, collection, analysis

Quick and cost-effective new services launch

CMOs’ Pains

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Use Case Example - Maximize Data Revenue & Improve Data Experience

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Increase & Expand Usage of Data Services

• Identify customers using only

a single/ few data services

(e.g., Facebook)

• Find what data services are

typically used in conjunction

with the used services

• Incentivize these customers

to start using additional data

services - those most related

with the services they use

• Identify customers using data

services only during business

hours/ for business purposes

• Find what leisure data

services are most used by

users of business services

• Incentivize these customers

to also use those leisure data

services

• Identify customers with:

- Non-steady data usage or

- Usage that doesn’t justify

current data package

• Incentivize these customers

to increase data usage

volume

• Introduce these customers to

additional data services, per

identified interests

Increase customers’ data usage volume and expand their usage to additional data services,

to increase data revenue, drive the need for data bundle upgrades, and prevent bundle downgrades

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Identify Best Candidates for Data Bundle Upgrade

• Use sophisticated, typically-hidden insight to identify the best candidates for data bundle upgrades

• Focus your bundle upgrade efforts on these customers to maximize success rate

What customers are using tethering

(connecting to a bundle by multiple devices)?

Offer these customers bigger, cross-device

bundles

What customers have exceeded

their current data bundles for X

consecutive months?

What combinations of customer

profile/ handset/ usage/ status

attributes are most indicative of

bundle upgrade/ high data

usage?

What is the impact of OTT service usage on

customers of different usage patterns?

Identify these customers to avoid targeting

them with data upgrades in order to prevent

cannibalization

What customers have purchased

one-time data packages X times in

the past few months?

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Improve Data Usage Experience

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Offer unlimited Facebook/ Twitter usage, for a

fixed monthly fee

Offer video optimization service for additional fee, or

direct to video optimization guidelines

Offer the operator’s sports/ music application, or one promoted by the operator, for a discount

Offer guaranteed Quality of Experience for VoIP calls,

for an additional fee

Offer subsidized upgrade to an advanced device, for better quality of data services, encouraging higher usage

Offer customers relevant service-driven, rather than volume driven, data proposition, for premium Quality of Experience and as additional source of data revenue

Customers with high-volume of Facebook/ Twitter usage

Customers who are frequently using video streaming/ gaming

Customers with high-volume of sports/ music streaming

Customers frequently using VoIP on their mobile

Customers constantly using data services on an older-generation device

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How to Handle so Many Price Plans?

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• CSPs create numerous price plans & features to meet subscribers’ demands, fight competition and generate new revenues

– A medium-sized operator may have tens of thousands of price plans.

– The cost per price plan varies between different CSPs, and range between $1,000 -$20,000 per price plan annually

– Maintaining price plans requires numerous cross organization and platform activities

Price Plan Migration

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Significantly reduce the cost of operations and increase efficiency by:

Price Plan Migration

• Marking unprofitable price plans based on available cost information

• Defining price plans and products that need to be removed

• Calculating expected financial impact of the migration

• Building a detailed migration plan for each individual customer according to business needs

• Cleansing of data

• Impact of new price plans on the revenues

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A leading supplier of Revenue Analytics solutions to communications and digital service providers

Founded: 2001

300 employees in 15 locations worldwide

Deployed at 7 out of the 10 largest operators in the world

150 customers in 64 countries

Globally processing 150 Billion xDRs per day, 55 Trillion xDRs per year

Saving over $12 Billion to providers annual revenue

Partnering with world leading vendors

What You Should Know - cVidya

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Turning your DATA into VALUE

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cVidya Enrich™ - Product Modules

Cross-business, 360° Executive View An included set of always-relevant data analytics

Modular Data-Sets (Select any combination)

Pre-modeled + Create Your Own Analysis Sets of on-line reports, to support strategy of 7 specific business objectives:

(Optional) Advanced Data Models

Product Platform

Data Collection Visualization &

Presentation

Business Analysis & Modeling

Data Correlation & Enrichment

Accelerate Data

Penetration

Maximize Data

Revenue

Monetize Data with 3rd-Parties

Optimize Price Plan

Mgmt.

Pre- to Post-paid Migration

Improve Acquisition & Retention

Optimize Roaming

Proposition

Present specific insight for: Influencers/ customer groups (families, small businesses)

THANK YOU! www.cvidya.com