Maximizing your vas services with mobile marketing


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Maximizing your vas services with mobile marketing

  1. 1. This document is offered compliments of BSP Media Group. All rights reserved.
  2. 2. SERVICE MANAGEMENT IN THE LTE WORLD 12th NOVEMBER 2013 Sherry Zameer Head of Solution Sales, CISMEA Generating new revenue streams, Enabling multiple subscriptions, Managing on-demand, Advanced connectivity and access to new services, Leveraging high speed access to the SIM, Turnkey solution for remote updates, provisioning and activation, Optimising the network by measuring quality of experience.
  3. 3. LTE is launched … what next? How can the MNO be a part of the value chain? Maintain High Speed connection with SIM card. Create software marketplace for content and applications Leverage on user billing relationship for distribution 2
  4. 4. Advanced Connectivity Framework ACTIVATION SERVICES: IMS Activation MARKETPLACE: Deploy & Manage New Smartphone Applications ADVANCED CONNECTIVITY FRAMEWORK BE A PART OF THE VALUE CHAN SUBSCRIPTION MANAGEMENT: M2M, Operator Services NETWORK PERFORMANCE: Wifi Offload, QoS 3
  5. 5. Activation Services Automatic activation of subscription services in mobile devices as soon as they are connected to the network Pull approach optimizes success rate by reaching virtually all active subscribers. Mass Management using pull based methodology in activation of LTE services provides far greater reachability and cost efficiencies than traditional push based methods. The SIM Card periodically requests the network for it’s service updates. 4
  6. 6. Activation Services: Pull vs. Push 5
  7. 7. Activation Services: Benefits Service Revenues Immediate access to services No activation failure Mandatory supported by devices Security Strong user authentication Secure IMS data exchanges End-user experience No need to enter login/password No need to enter login & connection settings Personalized user settings in the UICC Customer care Cost: less call 6 Subscription Management Services
  8. 8. Subscription Management Manage subscriptions and securely deliver and activate subscriptions on demand, in an optimized way to address mobile broadband consumer devices and the emerging M2M market To provide “always-on” user experience anywhere, cellular connectivity can become a standard feature for a growing number of devices beyond mobile phones, adding value and differentiation to both devices and content. It is essential that connectivity providers simplify the access to data plans and offer customers flexible subscriptions that can be easily activates and updated. This statement is also true for the machine-to-machine market, which is looking for solutions driving operating costs down by improving business process efficiency, and SLAs guaranteeing performance levels across the globe. 7
  9. 9. Marketplace Services Use Activation Services to detect Handset Type and bootstrap device environment for operator marketplace. Having access to the end user device terminal allows the operator to promote it’s own applications to the end user. Mobile operators have been left out of the value chain in the mobile digital revolution. Marketplace services allows operators to promote their own applications or third party applications but always playing a central role in the value chain. This capability, coupled with the billing relationship with the end user is a powerful architecture to regain ownership of the data services revenues. 8
  10. 10. Marketplace Services: User Experience – Step 1 Showing the smartphone A smartphone, bought in a store by a end user There are neither telecom application nor mobile agent on it Impossible for the operator to manage or customize it
  11. 11. Marketplace Services: User Experience – Step 2 Downloading the client The type of smartphone is automatically detected The end user receives a message to download the mobile agent onto his smartphone He opens the message which contains a link towards Google Playstore The mobile agent is actually stored on this app The subscriber can now download the app which contains the mobile agent
  12. 12. Marketplace Services: User Experience – Step 3 Installing the client The subscriber receives a message asking him if he wants to install the client or not Once installed, the subscriber clicks on open to launch the mobile client The mobile client is now on board and it asks the subscriber if he wants to complete the set up
  13. 13. Marketplace Services: User Experience – Step 4 Showing the freshly branded Smartphone Once the set up is completed, the Smartphone is branded with the operator’s identity and applications Thanks to the mobile agent telecom operators will be able to promote their applications whenever they want
  14. 14. Marketplace Services: Typical Applications Possible applications A typical application is the WiFi Offload which enables operators to balance their network load and reduce network congestion Another application can be the voice over IP application to bring full voice solution to subscribers The mobile operator can also download an application to detect useful device information such as the OS version or any other device capabilities
  15. 15. Marketplace Services: Tackle the OTT Players Opening up possibilities These are only some examples the applications that can be promoted by the operator Many more are possible…
  16. 16. Network Quality Connectivity with the device can feedback valuable QoS parameters in real-time to generate reports on Network Quality. By Aggregating KPI from a crowd of subscribers, views to network and device performance are provided with the individual subscriber’s experience. Network quality parameters can include time, location, Make & Model to answers questions and provide insights to network quality: • What devices contribute most to the worst call setup experience? • What devices contribute most to the best call performance? • Which cell sites cause the most Radio Link Failures? • What equipment in the Network Participates Most In good/poor Service experience? • Why are the network rejecting attempts to use service? • How well is a corporate customer being Served? 15
  17. 17. Network Quality: What is the Use Case MNOs increase the quality of its LTE network while offering optimum experience to its subscribers On a regular basis (week, month), evaluation of the network performance: analyze of specific existing services (activation, polling, …) Identification of root causes when service delivered is failing or limited: by area, device (UICC, UE) Monitoring of corrective solution implemented 16
  18. 18. Network Quality: What is the Need MNOs has to ensure high level of satisfaction to their 4G’s users, while prioritize investments LTE deployment is booming by end 2013, 234 commercial LTE networks in 83 countries (GSA) In 2016, Pyramid Research forcast 592m LTE subscriptions, equivalent to 7.3% of all cellular subscriptions at that time New services need top quality experience Video calls (skype, Facetime, ...), Streaming HD, Cloud storage, Cloud gaming, files download, ... MNO need to run LTE deployment gradually Coverage, bandwidth Quality of new technology implementation (network, UICC, devices) 17
  19. 19. Network Quality: Value Proposition Help MNO’s to optimize their network planning and manage the quality during LTE deployment ramp up Audit root causes with priority to analysis  Measure performance and provide diagnostic  Count failures and collect alerts  Locate and analyze issues (Cartography, root of failure)  Edit reports  Monitoring of implemented solutions Differentiators Leverage on existing subscribers example Leverage on existing services - no additional traffic Focus on end user experience approach (source of information issued from subscriber experience) Time Network agnostic 18
  20. 20. WiFi Offload: What is the Use Case The handset will automatically attach to the already configured preferred MNO’s WiFi networks Every time a user enters a predefined area where WiFi networks are available And in predefined scenario such as peak hours (18-20H), pick days (week ends), or specific location (high traffic density areas such as home, offices, coffee shop, …) The handset automatically handover to the preferred network Subscription Management vertical - SSSS - 19
  21. 21. WiFi Offload: What is the Need MNOs need to optimize network resources to better satisfy their users and control their costs Data traffic tremendous growth Mobile internet is increasing dramatically in the last 23 years with Smartphones and tablets capabilities WiFi hot spots becomes widespread Wide availability in public places Smartphones are WiFi devices ahead of being cellular devices MNOs try to optimize networks investments: Balance network load, reduce congestion Optimize users connectivity 20 Subscription Management vertical - SSSS -
  22. 22. WiFi Offload: Value Proposition Optimize network bandwidth Investment with the best user experience Services / Revenues Reduce congestion Increase usage Cost optimization Balance network load Smooth Network investment End-user experience Transparent for user Already available for Androïd (min V2.2) Subscription Management vertical - SSSS - 21
  23. 23. Advanced Connectivity Framework: Benefits 22
  24. 24. Thank You!