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Keeping Marketing Happy

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Openet presentation at ETIS Billing and Revenue Management Workshop, Istanbul, 2014.

Openet presentation at ETIS Billing and Revenue Management Workshop, Istanbul, 2014.

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  • 1. Keeping Marketing Happy: Charging and Billing Enabling Service Innovation Martin Morgan, Andrew Keene, Openet ETIS Billing and Revenue Management Workshop: Istanbul March 2014
  • 2. 2 w w w . o p e n e t . c o m © Copyright 2013 Openet – Company Confidential For Use Under Non-Disclosure Only • CMOs boardroom challenge • Main drivers for investment in charging • Operator examples of new marketing offers – driven by BSS • Dashboards / real-time notifications • Shared data • Data use entitlements – service passes • Intelligent upsell – real-time context sensitive upsell • Focus on sponsored data • Summary Agenda
  • 3. 3 w w w . o p e n e t . c o m © Copyright 2013 Openet – Company Confidential For Use Under Non-Disclosure Only A Recent Quote from Billing Views An observation on BSS sales activity at MWC 2014: “Others, though, could not believe how many CMOs they had entertained. CMOs who wanted to get their hands on a billing system”!
  • 4. 4 w w w . o p e n e t . c o m © Copyright 2013 Openet – Company Confidential For Use Under Non-Disclosure Only What’s the CMO’s Main Challenge? Source: IQPC survey for 50 senior marketing executives from leading global mobile operators, Oct- Dec 2013
  • 5. 5 w w w . o p e n e t . c o m © Copyright 2013 Openet – Company Confidential For Use Under Non-Disclosure Only Business Factors Driving Charging Investment Convergent Charging Strategies and Vendor Leadership Survey Infonetics 2013 • Top 3 reasons for investing in Evolved Charging are: • Reduce time to market for new services • Monetize data services • Supporting real time upsell of data passes
  • 6. 6 w w w . o p e n e t . c o m © Copyright 2013 Openet – Company Confidential For Use Under Non-Disclosure Only Key building blocks for data monetization Real-time Dashboards Real-time Notifications Shared Data Plans Flexible Data Entitlements Intelligent Up-sell Real-time data balances enabling enhanced visibility & customer control Threshold notifications for all subscribers (not just prepay). Key enabler for segmented pricing tiers & value based up- sell offers Real-time data balances allow for more flexible and dynamic sharing across subscribers Service passes are flexible way to define data entitlements based on volume and time expiry Selecting the ‘best customer offer’ from potential up-sell offers using a combination of customer profile data & real-time network triggers
  • 7. 7 w w w . o p e n e t . c o m © Copyright 2013 Openet – Company Confidential For Use Under Non-Disclosure Only • All pre-pay and post-pay data balances will be in real-time in one system • Self-care dashboards with enhanced visibility and customer control • Threshold notifications for all subscribers (not just prepay) • Key enabler for greater segmentation of pricing tiers and value based up-sell to improve yields Real-time Dashboards & Notifications Selfcare app with Dashboard SMS Threshold notification
  • 8. 8 w w w . o p e n e t . c o m © Copyright 2013 Openet – Company Confidential For Use Under Non-Disclosure Only • Integrated policy and charging solution manages shared data plans • All data bundles are defined through the Offer Catalog, single GUI for quickly defining data offers, associated balances, notifications & policy rules (block, throttle etc.) • Can I add my Car? • Audi's AT&T-powered in-car LTE service starts at $99 for 6 months, 5 GB, March 11, 2014 “Additionally, starting this summer Audi will become the first car maker to offer an AT&T Mobile Share shared data plan option to AT&T customers who would like to add their vehicle to their existing Mobile Share plan” Shared Data Bundles Family Plan Multi-Device (tablet) Small Business
  • 9. 9 w w w . o p e n e t . c o m © Copyright 2013 Openet – Company Confidential For Use Under Non-Disclosure Only Service Passes - Application Based Offers • Application Service Passes – sell use of application • Axis Indonesia - Daily, weekly and monthly Viber packages launched Sept 2013 • Customers can buy low cost Viber only offers • Wataniya Kuwait – WhatsApp offer • 100MB month dedicated to WhatsApp • Many others – social media – Facebook and Twitter offers • Need real-time to enforce usage limits • Need policy to allow only Viber, WhatsApp, etc traffic • Data service passes also used to encourage data adoption – e.g. fixed cost, fixed volume for 1 month to try out data
  • 10. 10 w w w . o p e n e t . c o m © Copyright 2013 Openet – Company Confidential For Use Under Non-Disclosure Only Intelligent Upsell – Data Tiers and ‘Packs’ • Wataniya launched ‘My Net’ tiered data packages in Oct 2013 • When customers reach threshold their speed is reduced but customers can purchase additional ‘extra packs’ or ‘snacks’ to restore speeds. • ‘Night Packs ‘with discounted data are also offered • Integrated policy and charging solution enables: - Definition of 100+ offers ,tracking of package usage, with auto renewal options - Real-time dashboards & notifications - Redirection to portal for ‘up-sell offer’ on threshold breech - Subscriber profile and usage data is used to match certain segments with ‘Special packs’ which can be customised by the user • My Net and ‘snacks’ has lead to a 30% increase in data revenues for Wataniya Part of Oreddoo Group http://10.wataniya.com/personal/mobilebroadband/mynet_en_gb.aspx
  • 11. 11 w w w . o p e n e t . c o m © Copyright 2013 Openet – Company Confidential For Use Under Non-Disclosure Only • Each offer is a service bundle (‘s) with balances, rules & notifications • Offer catalog is a centralized repository for creating & managing offers & bundles • Key Benefit: • Offer definition & configuration is done by on site by customer without vendor assistance (no services engagement, no new logic, no new code to be tested) • Billing operations define new offer and it goes straight to UAT (no SOW, resource planning, vendor configuration, logic updates, system testing) Centralized offer catalog for speed to market Openet research 2013, 80 operator respondents
  • 12. 12 w w w . o p e n e t . c o m © Copyright 2013 Openet – Company Confidential For Use Under Non-Disclosure Only • Operators Under Pressure • Users demand high quality access for streaming video • Video Streaming consumes huge volumes (~1GB per hour) • Difficult to Monetize OTT Content • OTT Providers May Pay For Content Delivery • To increase subscriber base • To increase viewership • To guarantee quality • Netflix has had a huge impact • Generates 30% of peak hour traffic • 35 Million Subscribers and growing • 2 Billion hours of content streamed in January 2014 Sponsored Data: The OTT problem
  • 13. 13 w w w . o p e n e t . c o m © Copyright 2013 Openet – Company Confidential For Use Under Non-Disclosure Only Sponsored Data: OTT partner dream or nightmare? • More chance of success if OTT complements telco core business? (e.g. Video content over messaging?) • Messaging revenue dead anyway? • Analysis Mason predicted that by 2018 one third of smartphone generated traffic would be from OTT applications... • Compete? Partner? Monetise? Prioritise?
  • 14. 14 w w w . o p e n e t . c o m © Copyright 2013 Openet – Company Confidential For Use Under Non-Disclosure Only Sponsored Data Benefits: • Allows operators to encourage mobile data usage while ensuring that the subscriber does not have to worry about excessive overage charges • Provides operators with a new mobile data revenue stream as customers limit their data usage as they approach their monthly data allowance • Enables content providers to differentiate their services from other OTT providers New Business Models: • Potential for businesses to pay for their employees work-related data consumption • Enable advertisers to show their ads without eating consumers data plans AT&T: Sponsored Data First to Market advantage Double click the black screen (not in slide show mode) to open video in edit mode and press play to view. Click on this link to go direct to Youtube
  • 15. 15 w w w . o p e n e t . c o m © Copyright 2013 Openet – Company Confidential For Use Under Non-Disclosure Only • Netflix Comcast deal – Netflix pay for delivery charges • AT&T Sponsored Data – Sponsor / content provider pay for data delivery charges • Does this open the door to variable delivery and monetization models for different content /partners / customer / device • Standard and Hi-Def for video Sponsored Data and Working with Content Partners
  • 16. 16 w w w . o p e n e t . c o m © Copyright 2013 Openet – Company Confidential For Use Under Non-Disclosure Only OTT Architecture Today Netflix Operator Core Internet Peering www
  • 17. 17 w w w . o p e n e t . c o m © Copyright 2013 Openet – Company Confidential For Use Under Non-Disclosure Only • QoS Control • Sponsored Data • Revenue Reconciliation Architecture Tomorrow Netflix Operator Core www Policy & Charging Control Interaction Gateway
  • 18. 18 w w w . o p e n e t . c o m © Copyright 2013 Openet – Company Confidential For Use Under Non-Disclosure Only • QoS Control • Sponsored Data • Revenue Reconciliation • Reduced Peering Costs • Monitored QoE Architecture Tomorrow – Direct OTT Peering Netflix Operator Core Internet Peering www Probe/DPI Policy & Charging Control Interaction Gateway
  • 19. 19 w w w . o p e n e t . c o m © Copyright 2013 Openet – Company Confidential For Use Under Non-Disclosure Only • Marketing requirements becoming increasingly important in charging / billing decisions • Need to quickly develop, configure, test and roll out new offers • Sample offer could be sponsored data – potential to give operators greater control of the value chain Summing Up