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Ruckus Wireless' Steve Chung at CommsDay Summit 2014
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Ruckus Wireless' Steve Chung at CommsDay Summit 2014


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  • 1. RUCKUS WIRELESS PROPRIETARY Strategies to Successfully Deploy & Monetise Wi-Fi Steve Chung Principal Consultant Carrier Wi-Fi, APAC
  • 2. 2 RUCKUS WIRELESS INC. PROPRIETARY Ruckus Wireless 2 Formed 2004, Sunnyvale, CA Status Publicly held (NYSE: RKUS) CEO Selina Lo Innovation Carrier Class “Smart Wi-Fi” R&D Centers Sunnyvale, China, Taiwan, India, Israel, and Singapore 2013 Revenue $263.1 million (22.6% year-over-year growth) 4Q13 revenue $73 million Customers 33,000+ Partners 9,000+ Employees 900+ in 34 countries Patents 60 granted 13 Q1 Q2 Q3 $44 $75 $120 $213 111009 12 Q1 Q2 Q3 Q4 Q4 $263
  • 3. 3 RUCKUS WIRELESS INC. PROPRIETARY Ruckus Portfolio o Indoor access points o Outdoor Access points o Long Range bridges o WLAN Controllers & Gateways o Smart Wi-Fi Services Carrier Class Wireless Infrastructure Products
  • 4. 4 RUCKUS WIRELESS INC. PROPRIETARY Challenges: o  Data growing 50-100% y-o-y with heavy usage occurring indoors. o  New players continue to challenge incumbent operators Opportunities: o  Carrier Wi-Fi moves to heart of carrier strategy o  Subscriber experience differentiation & Churn reduction State of the Global Carrier Market
  • 5. 5 RUCKUS WIRELESS INC. PROPRIETARY Own the Venue Traffic2 WiFi as-a-Service3 Grow the Footprint1 Top 5 Carrier Wi-Fi Business Strategies 5 UX based Wi-Fi 4 W-Fi Roaming Partnership Slide title 70 pt CAPITALS Slide subtitle 3GPP Integrated Wi- RAN Integration for: • Network steering of users between access networks depending on e.g. signal quality an load WIC 3GPP RAN Wi-Fi RAN Wi-Fi RAN Integration
  • 6. 6 RUCKUS WIRELESS INC. PROPRIETARY Grow Footprint WiFi-as-a-Service Wi-Fi Roaming Partnership Own the Traffic Grow the Footprint1 UX Based Wi-Fi Cable Wi-Fi TM Smart Wi-Fi City Store Wi-Fi Payphone Wi-Fi Monetisation Stategies: •  Increasing # of unique Wi-Fi user •  Increasing # of Mobile subscribers •  Direct revenues •  Correlating usage to ARPU & retention
  • 7. 7 RUCKUS WIRELESS INC. PROPRIETARY Grow Footprint Own The Traffic WiFi-as-a-Service Wi-Fi Roaming Partnership Own the Venue Traffic2 UX Based Wi-Fi Monetisation Strategy •  Increasing # of venues acquired •  Hotspot 2.0 Roaming Revenue •  Portal based Targeted Advertising •  Wi-Fi Analytic Revenue •  Backhaul ARPU from venue
  • 8. 8 RUCKUS WIRELESS INC. PROPRIETARY8 Location Based Services (LBS) Time based footfall heat-map Analytics Real-time mapping & tracking Outdoor GPS Integration Compelling loyalty programs Targeted promotion Revenue Generation
  • 9. 9 RUCKUS WIRELESS INC. PROPRIETARY Grow Footprint Own the Traffic WiFi-as-a-Service Wi-Fi Roaming Partnership WiFi-as-a-Service 3 o  Cloud-based Wi-Fi Architecture o  Become a strategic supplier to the venue o  Provide additional services in the future o  Trojan Dog: Can be used as an entry point for a 3G/4G small cell deployment Monetisation Strategy: •  Venues pays a monthly fee to operator to deploy and operate •  Operator monetises the network with location based services (eg. Shopping Mall) •  Operator monetises the network using an ad supported model UX Based Wi-Fi
  • 10. 10 RUCKUS WIRELESS INC. PROPRIETARY Wi-Fi Roaming Partnership WiFi-as-a-Service Grow Footprint Own the Traffic 4 W-Fi Roaming Partnership Core Integration fo • Authenticating subsc • Policy decision and • Charging, deep pack • End to end QoS • Session mobility bet tion for: ring of users between access pending on e.g. signal quality and es just another RAT to improve end nce PDN- GW WIC Wi-Fi GW AAA HLR PCRF 3GPP RAN Wi-Fi RAN 3GPP Core Wi-Fi RAN Integration Wi-Fi Core Integration UX Based Wi-Fi
  • 11. 11 RUCKUS WIRELESS INC. PROPRIETARY Hotspot 2.0 Based Roaming Partners Roaming Hubs Home Network Roaming Consortiums Hotspot 2.0 Access Point Visited Network Monetisation Strategy: •  Increase in Usage = Retention and ARPU
  • 12. 12 RUCKUS WIRELESS INC. PROPRIETARY Monetisation Strategy: •  Ease of use drives traffic. •  Traffic drivers all other monetization metrics •  Leverage HotSpot 2.0 •  Users vs probes Grow Footprint WiFi-as-a-Service Own the Traffic Wi-Fi Roaming Partnership UX Centered Wi-Fi 5 UX based Wi-Fi
  • 13. 13 RUCKUS WIRELESS INC. PROPRIETARY Strategy Summary Critical Trivial Easy Difficult