Promoting Roaming Data and Messaging


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  • 06/09/10
  • Lets see market trends
  • We will show you in a minute how the regulation is fully aligned with Starhome messaging vision and recommendations We all know about it, as it is not new for you. We work in line with the regulation. Starhome’s recommendation is aligned with GSMA regulation Regulation was initiated due to: VPMN provided similar content to the one of HPMN VPMN promoted tariff reduction which was not coordinated with HPMN Regulation is effective March 1, 2006
  • Lets see market trends
  • City guide of Germnay
  • Inbound roaming content!
  • Lets see market trends
  • 06/09/10
  • 06/09/10
  • 06/09/10
  • 06/09/10
  • Promoting Roaming Data and Messaging

    1. 1. Promoting Roaming Data and Messaging Segment-Based Promotion for Outbound & Inbound Roamers Yoav Kantor Director, Project Management, Americas Starhome
    2. 2. HSC with GDA VHE Outbound Vodafone, Hungary Case Study 3 – Starhome Impact on Airtime
    3. 3. <ul><li>Current Status & Market Research </li></ul><ul><li>New Trends </li></ul><ul><ul><li>GSM regulation </li></ul></ul><ul><ul><li>HPMN roaming segmentation </li></ul></ul><ul><ul><li>End user Preference </li></ul></ul><ul><ul><li>VPMN unique content </li></ul></ul><ul><li>Operator Case Study Examples </li></ul><ul><li>Summary </li></ul>Roaming Messaging – Agenda
    4. 4. Roaming Messaging – Current Market Status <ul><li>Operators limit use of Welcome/Outbound SMS to: </li></ul><ul><ul><li>Customer greetings </li></ul></ul><ul><ul><li>Home Short Code service </li></ul></ul><ul><li>Most operators still target all roamers as a single segment </li></ul><ul><ul><li>Differentiate via language and network only </li></ul></ul><ul><li>Limited use of creative promotion/messages </li></ul><ul><li>Operators do not perceive messaging tools as revenue generators </li></ul>Consequently, end-users perceive WSMS as of limited value
    5. 5. Starhome’s Market Research Survey Objectives & Methodology (2005) <ul><li>Starhome conducted market research on operator roaming promotion </li></ul><ul><ul><li>Operators’ current usage & attitudes </li></ul></ul><ul><ul><li>Operators’ future plans </li></ul></ul><ul><ul><li>Other planned promotional activities </li></ul></ul><ul><li>Scope </li></ul><ul><ul><li>Led by a leading professional market research firm </li></ul></ul><ul><ul><li>60 operators worldwide </li></ul></ul><ul><ul><li>Interviewed roaming and marketing managers </li></ul></ul>
    6. 6. <ul><li>Prepaid recharge </li></ul><ul><li>GPRS roaming availability </li></ul><ul><li>WiFi access </li></ul><ul><li>Email downloads </li></ul><ul><li>Callback services </li></ul><ul><li>Useful info (emergency nos., roaming info) </li></ul>Survey Results – Future Plans 7% Optimal Routing 6% Portal Access 6% Other 5% None 31% Data Service 29% Hot Spots 16% Prepaid Recharge Allocation of roaming promotions & distribution
    7. 7. <ul><li>Current Status & Market Research Results </li></ul><ul><li>New Trends </li></ul><ul><ul><li>GSM regulation </li></ul></ul><ul><ul><li>HPMN roaming segmentation </li></ul></ul><ul><ul><li>End user Preference </li></ul></ul><ul><ul><li>VPMN unique content </li></ul></ul><ul><li>Operator Examples </li></ul><ul><li>Summary </li></ul>Agenda
    8. 8. Roaming Messaging Developments GSMA Regulations End User HPMN Roaming Segmentations VPMN Unique Content <ul><li>Focus on HPMN offering </li></ul><ul><li>Coordination & approval of HPMN </li></ul><ul><li>HPMN controls messages sent to its subscribers </li></ul><ul><li>End users take their profiles abroad </li></ul><ul><li>Shift from VHE to roaming specific needs </li></ul><ul><li>Packaging & delivery </li></ul><ul><li>Freedom to choose </li></ul><ul><li>Looking for value </li></ul><ul><li>Opt in Opt out provisioning </li></ul><ul><li>Trend towards delivery of unique content & offering - available only from VPMN </li></ul><ul><li>Closer cooperation HVPMN </li></ul>
    9. 9. New PRD BA.47 SMS Marketing Principles Solution <ul><li>The key management change </li></ul><ul><li>This PRD is: </li></ul><ul><li>SMS Marketing should only be sent </li></ul><ul><li>by the visited network </li></ul><ul><li>if an approval letter has been signed </li></ul><ul><li>by the home network. </li></ul>
    10. 10. HPMN Roaming Segmentation From parallel segmentation to integrated roaming segmentation Parallel segmentation model Youth Data Prepaid Roaming Corporate Integrated roaming segmentation model Roaming Roaming Roaming Roaming Youth Data Prepaid Corporate
    11. 11. The HPMN: Shift from VHE Promotion To New Services & Information Promotion <ul><ul><li>Pre/Post-paid </li></ul></ul><ul><ul><li>Corporate/residential </li></ul></ul><ul><ul><li>Youth </li></ul></ul><ul><ul><li>3G customers </li></ul></ul>Post-paid Segment Call 5555 free to save money on calls abroad with Vodafone Passport. Stay on Vodafone for the best rates and for VM 121. Enjoy your stay. Positioning & Segmentation allows Operators to match end users to the services they need most Roaming customers should be better segmented PP Segment Switch to Vodafone (settings menu) for the best rates, 121, and to TopUp via 2345 with cards & local vouchers. *#1345# free for balance. Corporate Segment Use Cell4U to download emails using GPRS roaming. Special prices are offered
    12. 12. The VPMN: GPRS & 3G Segment – A Single Promotion Tool <ul><ul><li>Packaging and Delivery </li></ul></ul><ul><ul><li>Promote data services for inbound and outbound GPRS/UMTS roamers </li></ul></ul><ul><ul><li>Prevent spam </li></ul></ul><ul><ul><ul><li>Single SMS for multiple applications </li></ul></ul></ul><ul><ul><li>WAP Push can be used for: </li></ul></ul><ul><ul><ul><li>Hot-Spot availability based on location in visited country </li></ul></ul></ul><ul><ul><ul><li>Access to dedicated portals for roamers (e.g. Roaming Mate with all services via single access) </li></ul></ul></ul><ul><ul><ul><li>Operator’s home portal </li></ul></ul></ul>Welcome to Cell4U! Just click on the link below to view Hot Spot locations in your area Packaging & Delivery give end users friendly user interface and service richness
    13. 13. <ul><li>Current Status & Market Research Results </li></ul><ul><li>New Trends </li></ul><ul><li>Operator Examples </li></ul><ul><li>Summary </li></ul>Agenda
    14. 14. VPMN Unique Content - Localization <ul><li>VPMN Specific Promotion </li></ul><ul><li>Focus on unique VPMN and V-country offering as part of Welcome SMS </li></ul><ul><ul><li>Targeted events - e.g., Sport Championships, GSM Barcelona, Olympics, Cebit, etc.) </li></ul></ul>Welcome to O2! Obtain useful & fun content for the football championship & relevant info about Germany. Just click the URL.
    15. 15. O2 Germany – VPMN World Cup Roaming Content <ul><li>World Cup Guide - Germany, 2006 </li></ul><ul><ul><li>Game locations, results </li></ul></ul><ul><ul><li>Player, team statistics </li></ul></ul><ul><ul><li>Other sporting news </li></ul></ul>
    16. 16. MTC Kuwait – VPMN Roaming Content <ul><li>Example of religious-oriented tourist content & applications in visited destination </li></ul><ul><ul><li>Religious content – prayer times, places of worship </li></ul></ul>
    17. 17. VPMN Specific Promotion Incentive <ul><li>No conflict between VPMN & HPMN messages </li></ul><ul><li>Stickiness to visiting network </li></ul><ul><li>Improves end user satisfaction and experience </li></ul><ul><li>Increases revenues for both parties </li></ul>
    18. 18. <ul><li>Current Status & Market Research Results </li></ul><ul><li>New Trends </li></ul><ul><li>Operator Examples </li></ul><ul><li>Summary </li></ul>Agenda
    19. 19. Roaming Messaging Opportunity <ul><li>The Challenge </li></ul><ul><ul><li>Optimize roaming messaging tools </li></ul></ul><ul><ul><li>Increase usage, indirect traffic & satisfaction </li></ul></ul><ul><li>Optimize usage </li></ul><ul><li>Market segments, profiling, packaging & targeted marketing plans </li></ul><ul><li>Develop unique VPMN service value </li></ul><ul><li>Increase usage </li></ul><ul><li>Convert non-users to users </li></ul><ul><li>Convince users to use VAS more frequently </li></ul><ul><li>Motivate users to stay in each session longer </li></ul>
    20. 20. Starhome’s Unique Offering Roaming Data & Promotion Services <ul><li>Pioneers of the roaming messaging market </li></ul><ul><li>The sole provider of VPMN & HPMN roaming content & applications </li></ul><ul><li>Global languages and coverage </li></ul><ul><li>Managed service and stand-alone options </li></ul><ul><li>First to introduce roaming messaging portal (Roaming Mate®) </li></ul><ul><li>Think Global - Act Local! </li></ul>
    21. 21. Starhome Snapshot <ul><li>Pioneering and leading the Roaming VAS Industry </li></ul><ul><li>Technology Leadership </li></ul><ul><ul><li>Roaming Service Delivery Platform, patents </li></ul></ul><ul><li>Trusted vendor </li></ul><ul><ul><li>Unmatched track record and customer satisfaction </li></ul></ul><ul><li>Comprehensive roaming portfolio – solution categories: </li></ul><ul><ul><li>Steering of Roaming </li></ul></ul><ul><ul><li>Roaming VHE & Call Completion </li></ul></ul><ul><ul><li>Advanced Routing and Numbering </li></ul></ul><ul><ul><li>Roaming & Interworking Enablers </li></ul></ul><ul><ul><li>Roaming Data and Promotion </li></ul></ul>1/12 <ul><li>Global connectivity </li></ul><ul><ul><li>Global Service Operation Centers </li></ul></ul><ul><li>Proven Results </li></ul><ul><ul><li>Products, live services & ROI </li></ul></ul>
    22. 22. Steering of Roaming Roaming VHE & Call Completion Advanced Routing & Numbering Roaming & Interworking Enablers Roaming Data & Promotion <ul><li>Steering of Roaming </li></ul><ul><li>Intelligent Preferred Network </li></ul><ul><li>Intelligent Border Roaming (New) </li></ul><ul><li>Inbound Roaming Manager (New) </li></ul>Roaming Services Portfolio Company Overview <ul><li>Roaming VHE & Call Completion </li></ul><ul><li>Intelligent Call Assistant® </li></ul><ul><li>Home Short Code™ with Global Direct Access </li></ul><ul><li>Roaming Callback (New) </li></ul><ul><li>Who Called for Roamers </li></ul><ul><li>Advanced Routing & Numbering </li></ul><ul><li>Optimal Voicemail Deposit </li></ul><ul><li>Optimal Routing </li></ul><ul><li>Local Roaming Number </li></ul><ul><li>One Number - Multi SIM (New) </li></ul><ul><li>Local Multi Number (New) </li></ul><ul><li>SMS Routing Control (New) </li></ul><ul><li>Roam in Control </li></ul>IntelliGate RSDP <ul><li>Roaming Data & Promotion </li></ul><ul><li>Roaming Mate </li></ul><ul><li>Proamotion SMS </li></ul><ul><li>Call4Action </li></ul><ul><li>Data Charge Advisor (New) </li></ul><ul><li>Mega Event Promoter (New) </li></ul><ul><li>Roaming & Interworking Enablers </li></ul><ul><li>Global Roaming Coverage Service (New) </li></ul><ul><li>Intelligent Roaming Enabler </li></ul><ul><li>Intelligent SMS Filter (New) </li></ul><ul><li>Roaming Anti Fraud (New) </li></ul><ul><li>Roaming QoS Monitor (New) </li></ul><ul><li>Intelligent Roaming Database (New) </li></ul>
    23. 23. Pioneering The Roaming Industry M o b i l e O p e r a t o r P r e m i s e s M o b i l e O p e r a t o r P r e m i s e s Global Services Operations Center Starhome Backbone Network 2/12 IntelliGate Routine Maintenance Monitoring Customer Care Provisioning Billing & Reporting Starhome Back Office IntelliGate
    24. 24. Starhome Global Footprint Access to 50% Worldwide Roaming Traffic Malta, Vodafone Malta Mexico, Telcel Netherlands, VF Netherlands, Telfort, KPN New Zealand, Vodafone New Zealand Poland, PTC Portugal, Vodafone Portugal Romania, Connex Russia, MTS, Beeline Serbia, Telekom Srbija Singapore, MobileOne Slovenia, Si.mobil South Africa, Vodacom Spain, Vodafone Spain Sweden, Vodafone Sweden Switzerland, Swisscom, Sunrise Turkey, Avea United Kingdom, Vodafone UK, O2 Vietnam, Hutchison Albania, Vodafone Albania Australia, Vodafone Australia Austria, T-Mobile, Mobilkom Bahrain, MTC-Vodafone Bahrain Belgium, Proximus Bulgaria, MobilTel Burkina Fasa, Telmob Canada, Rogers Wireless China, China Mobile Colombia, OLA Croatia, VipNet Cyprus, Cytamobile Czechoslovakia, Oskar Denmark, TDC Mobil Estonia, Elisa Mobiilsideteenused AS Fiji, Vodafone Fiji Finland, Elisa France, SFR, Bouygues Telecom Germany, Vodafone Germany (D2), O2, E+ Greece, Vodafone Greece, TIM Hellas Hong Kong, CSL,, Peoples Hungary, Vodafone Hungary Iceland, OG (VF) India, IDEA Indonesia, Telkomsel, Excelcomindo Israel, Orange, Cellcom Italy, Vodafone Italy Japan, Vodafone KK Kenya, Safaricom Kuwait, MTC-Vodafone Liberia, Cellcom Liechtenstein, Mobilkom (FL) Lithuania, Bite Luxemburg, LUXGSM Macedonia, Mobimak Maldives, DhiMobile
    25. 25. HSC with GDA VHE Outbound Vodafone, Hungary Case Study 3 – Starhome Impact on Airtime
    26. 26. Thank You [email_address] Thank You