1. Monetization: Driving Profitability for
the Next Generation Mobile Internet
Keynote – Plenary Report 2
Giuseppe Ricagni
Technical Director | Mobility Architecture EMEAR
November 20, 2012
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3. How Far subs
operators in
commercially
deployed NWs in
Have We WW by CY16 Y/E countries are
investing units sold in the 1st
Come? weekend countries
Source: GSA, Informa telecoms & media, Engadget
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4. 1200-1300
Average Monthly Data Consumption MB/month
The Impact of LTE
2-3x
450-550
MB/month
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Sources: Cisco Confidential
Internal, Validas 4

5. Coverage Capacity Services
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6. Data Revenue
3000
Data Volume
2500
Data Volume (PB/mo.)
1500
1000
26X
500
100
2X
0
2010 2011 2012 2013 2014 2015
Source: Cisco VNI, Cap Gemini, WCIS
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7. Increase Revenue
Enable Premium Services
MONETIZE Create new business models
Data
Traffic
Coming
(Cost)
Profitability Reduce Costs
Gap Manage “over the top” video
Maximize spectrum and radio assets
OPTIMIZE
ARPU per Bit Improve Customer Experience
Competitive Quality of Experience
VIDEO Popular Services and Features
EXPERIENCE
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8. Traffic
Function
Integration
Video / Data
Revenue
Policy
Offload
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9. Traffic
B2B2C
Enterprise
Consumer
Revenue
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10. Creating New Business Models
Generating Revenue on Both Sides of Transaction
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11. Content Providers Consumers
B2B2C
¥ $ ¥
$
Operators $
€ $ €
¥ € ¥ €
Operator network advantage is key to increasing revenues
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12. NextGen Business Architecture
Mobile Internet B2B2C
B2B2C
Location, Roaming, Presence
Content Owners
Charging Models
Advertisers
Personalization
Content
Aggregators &
Broadcasters
Content Filtering, Insertion
Application
Providers
Policy Control & Enforcement
E-tailers Application Detection and Control
SPs Must Expand from Today’s One-Sided to a Two-Sided Business
Value Add of the Intelligent Mobile Two-
One- Network
Model
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13. Internet of
Tiered MonetizationThings
Pricing
Personalization Mobile TV
BYOD / Dual Persona
Premium Mobile Video Gaming
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14. Dual Persona BYOD
• ‘Play Persona’ managed & paid for by individual
• Access to all personal applications
• No access to the company’s intranet Increase
EPC: Policy, DPI,
• Data usage is billed to individual ARPU
Charging, &
Content20%
Up to Filter
Work Play
Small Cell
Reduce IT
Mobility Costs
Gateway
• ‘Work Persona’ managed & paid for by IT Dept.
• Secure access to business apps, intranet, email Build
• Includes corporate restrictions on data speed & Security:
Customer
monthly data quota ePDG & IPSec
Loyalty
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15. Reaching out to New Markets – Internet of Things
Telematics
Telemetry
Wireless Local
Loop
Consumer Aftermarket Telematics Consumer OEM telematics Vehicle & container tracking
Automatic Metering
Infrastructure
$20B Fixed Wireless Terminals
by 2014
ATM/POS Industrial PDAs
Remote Monitoring & Automation Security Telehealth Remote Information Displays
* ABI Research
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16. Creates New Monetization Opportunities
POLICY Orchestration ANALYTICS
Program Harvest and
the Network Correlate
Data
Network
Network Intelligence
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17. Thank you.
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