How to generate revenues from data
services in a competitive market?
Amit Daniel, EVP Marketing & BD

© 2013 – PROPRIETARY...
Let’s Connect Back to
The Provider…

Insights
 Correlation, relationships, patterns,
habits
–

Data Available
XDRs, custo...
Analytics is Crucial for Mobile Data Pricing
Understanding your data as well as
customer usage and needs mean:
• Creation ...
Operators’ Reality
“Telcos are sitting on a huge pile of data. But they can only efficiently use a small portion.
Leveragi...
Opportunity loss potential
of 230B USD in 2013-2015
Improve
CLTV

Manage the
OTT challenge

Maximize returns
from LTE
Inve...
CMOs’ Pains
Multiple data sources
Access, collection, analysis
Poor alignment between siloed
departments (e.g., marketing,...
Use Case Example - Maximize Data
Revenue & Improve Data Experience

7
Increase & Expand Usage of Data Services
Increase customers’ data usage volume and expand their usage to additional data s...
Identify Best Candidates for Data Bundle Upgrade
•
•

Use sophisticated, typically-hidden insight to identify the best can...
Improve Data Usage Experience
Offer customers relevant service-driven, rather than volume driven, data proposition, for pr...
How to Handle so Many Price
Plans?

11
Price Plan
Migration

• CSPs create numerous price plans & features
to meet subscribers’ demands, fight
competition and ge...
Price Plan
Migration

Significantly reduce the cost of operations
and increase efficiency by:

• Marking unprofitable pric...
What You Should Know - cVidya
A leading supplier of Revenue Analytics solutions to
communications and digital service prov...
Turning your DATA
into VALUE

15
cVidya Enrich™ - Product Modules
Product Platform
Data Collection

Data Correlation &
Enrichment

Business Analysis &
Mode...
THANK YOU!
www.cvidya.com
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How to monetize and generate revenues from data services in a competitive market

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Presentation on the topic of “How to monetize and generate revenues from data services in a competitive market", held by Ms. Amit Daniel, cVidya’s EVP of Marketing and Business Development, during the Pricing Mobile Data 2013 event.

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How to monetize and generate revenues from data services in a competitive market

  1. 1. How to generate revenues from data services in a competitive market? Amit Daniel, EVP Marketing & BD © 2013 – PROPRIETARY AND CONFIDENTIAL INFORMATION OF CVIDYA
  2. 2. Let’s Connect Back to The Provider… Insights  Correlation, relationships, patterns, habits – Data Available XDRs, customer details, device, location, account number, point of sale, revenues….. 2 – – – Needs and communication habits as a group and as individuals Patterns of use - profile enrichment Influencers Correlations - Friends/family members/SMEs
  3. 3. Analytics is Crucial for Mobile Data Pricing Understanding your data as well as customer usage and needs mean: • Creation of relevant pricing models and campaigns • Innovation and “out of the box” pricing models with 3rd parties partnerships • “Trial and Error” mode of operation • Optimization of legacy pricing plans to reduce costs and resources 3
  4. 4. Operators’ Reality “Telcos are sitting on a huge pile of data. But they can only efficiently use a small portion. Leveraging it effectively requires a very targeted approach to gain usable outputs.” (Deutsche Telekom) “Pricing models are about moving from one-size-fits-all to consumption-based models with much more flexibility and customization built in to allow the end user to make the choices they want to make based on what they need at that moment in time.” (Alicia Dietsch, AT&T) 4
  5. 5. Opportunity loss potential of 230B USD in 2013-2015 Improve CLTV Manage the OTT challenge Maximize returns from LTE Investments 5 Underpin Advanced Segmentation Mobile broadband connections reached $1.6B users in 2012, a 43% growth year-over-year Mobile broadband revenues reached $244.2 billion in 2012, a 21% growth year-on-year Ovum, wireless Intelligence
  6. 6. CMOs’ Pains Multiple data sources Access, collection, analysis Poor alignment between siloed departments (e.g., marketing, sales, IT, network, etc.) Lack of subscriber insight for personalized user experience Near real-time data insight make better informed decisions about new propositions Tools to support the decisions of next best actions per single customers Quick and cost-effective new services launch 6 * Market Research 222 CMOs (CMO council), Jan 2013
  7. 7. Use Case Example - Maximize Data Revenue & Improve Data Experience 7
  8. 8. Increase & Expand Usage of Data Services Increase customers’ data usage volume and expand their usage to additional data services, to increase data revenue, drive the need for data bundle upgrades, and prevent bundle downgrades • Identify customers with: - Non-steady data usage or - Usage that doesn’t justify current data package • Incentivize these customers to increase data usage volume • Introduce these customers to additional data services, per identified interests 8 • Identify customers using only a single/ few data services (e.g., Facebook) • Find what data services are typically used in conjunction with the used services • Incentivize these customers to start using additional data services - those most related with the services they use • Identify customers using data services only during business hours/ for business purposes • Find what leisure data services are most used by users of business services • Incentivize these customers to also use those leisure data services
  9. 9. Identify Best Candidates for Data Bundle Upgrade • • Use sophisticated, typically-hidden insight to identify the best candidates for data bundle upgrades Focus your bundle upgrade efforts on these customers to maximize success rate What customers have exceeded their current data bundles for X consecutive months? What customers have purchased one-time data packages X times in the past few months? What customers are using tethering (connecting to a bundle by multiple devices)? Offer these customers bigger, cross-device bundles 9 What combinations of customer profile/ handset/ usage/ status attributes are most indicative of bundle upgrade/ high data usage? What is the impact of OTT service usage on customers of different usage patterns? Identify these customers to avoid targeting them with data upgrades in order to prevent cannibalization
  10. 10. Improve Data Usage Experience Offer customers relevant service-driven, rather than volume driven, data proposition, for premium Quality of Experience and as additional source of data revenue Customers with high-volume of Facebook/ Twitter usage Customers who are frequently using video streaming/ gaming Offer video optimization service for additional fee, or direct to video optimization guidelines Customers with high-volume of sports/ music streaming Offer the operator’s sports/ music application, or one promoted by the operator, for a discount Customers frequently using VoIP on their mobile Offer guaranteed Quality of Experience for VoIP calls, for an additional fee Customers constantly using data services on an older-generation device 10 Offer unlimited Facebook/ Twitter usage, for a fixed monthly fee Offer subsidized upgrade to an advanced device, for better quality of data services, encouraging higher usage
  11. 11. How to Handle so Many Price Plans? 11
  12. 12. Price Plan Migration • CSPs create numerous price plans & features to meet subscribers’ demands, fight competition and generate new revenues – A medium-sized operator may have tens of thousands of price plans. – The cost per price plan varies between different CSPs, and range between $1,000 -$20,000 per price plan annually – Maintaining price plans requires numerous cross organization and platform activities 12
  13. 13. Price Plan Migration Significantly reduce the cost of operations and increase efficiency by: • Marking unprofitable price plans based on available cost information • Defining price plans and products that need to be removed • Calculating expected financial impact of the migration • Building a detailed migration plan for each individual customer according to business needs • Cleansing of data • Impact of new price plans on the revenues 13
  14. 14. What You Should Know - cVidya A leading supplier of Revenue Analytics solutions to communications and digital service providers Founded: 2001 300 employees in 15 locations worldwide Deployed at 7 out of the 10 largest operators in the world 150 customers in 64 countries Globally processing 150 Billion xDRs per day, 55 Trillion xDRs per year Saving over $12 Billion to providers annual revenue Partnering with world leading vendors 14
  15. 15. Turning your DATA into VALUE 15
  16. 16. cVidya Enrich™ - Product Modules Product Platform Data Collection Data Correlation & Enrichment Business Analysis & Modeling Visualization & Presentation Cross-business, 360° Executive View An included set of always-relevant data analytics Modular Data-Sets (Select any combination) Pre-modeled + Create Your Own Analysis Sets of on-line reports, to support strategy of 7 specific business objectives: Accelerate Data Penetration Maximize Data Revenue Monetize Data with 3rd-Parties Optimize Price Plan Mgmt. Pre- to Post-paid Migration Improve Acquisition & Retention Optimize Roaming Proposition Present specific insight for: Influencers/ customer groups (families, small businesses) 16 (Optional) Advanced Data Models
  17. 17. THANK YOU! www.cvidya.com

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