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Maximizing LTE revenues with Quality of Experience - Orange
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Maximizing LTE revenues with Quality of Experience - Orange

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  • 1. 1 Maximizing LTE revenues with Quality of Experience Jean-Pierre CASARA– Technocentre Orange Presentation to LTE World Summit – Amsterdam – June 26th, 2013
  • 2. 2 Quality of Experience on mobile data offers is currently segmented by tiered data plans combined with connection speeds Medium “3G” speeds (e.g. 3,6 to 14,4 Mb/s) Medium data allowance (e.g. 500MB – 2GB) Regular Plans High 3G+ and 4G speeds (e.g. 42 to 150 Mb/s) High data allowance (e.g. 3GB – 10GB) Superior Plans When data allowance is reached FASTER FAST Top Up Regular experience for most common mobile data usages Better experience for more advanced mobile data usages DATA 128 Kb/s Only voice and text Low speed limit Suitable for basic usages Or Speeds restored Data added
  • 3. 3 We have explored dynamic concepts where speeds and priority levels could be adjusted temporarily and instantly, upon customer request Dynamic, on-demand upgrade of quality, for a limited time Turbo Key requirements  Instant, smooth activation (< 1 sec) and deactivation, triggered by end-user (on-screen widget) or service providers (API’s)  Short “boost” duration (e.g.10 min, 2 hours…)  Pricing, charging flexibility (one-time fee, inclusive of additional data, etc…)  Offered when network conditions permit  Post-activation measurement, to anticipate “refund” if network could not deliver  Low cost/complexity of implementation in 4G/3G networks Concept SPEED BOOST
  • 4. 4 Multiple value propositions for on-demand concepts are possible, according to addressable market and mobile offer portfolio Temporary Speed Boost Instant speed and priority upgrade for a limited period of time when expected usage is more demanding (e.g. tethering, Cloud upload, etc…) New Entry-level data plans Low cost data plan with very low speed (500kb/s or under) with the ability to temporarily upgrade to higher speeds when required (e.g. a set number of times per month) Instant Premium Allows to provide a “guarantee” of stability and best service for a limited period of time to users with critical needs Premium API for OTT Value proposition to OTT players, for a premium delivery of their service over mobile networks, activated on-demand and for a limited time Consumer propositions Business propositions
  • 5. 5 Early conclusions from market research and technical feasibility are quite positive, with some remaining challenges to overcome.  Marketing – Concept appealing to some segments – Fits with the desire to be « in control » – Resonate with the variable nature of “mobile” usages – Monetization options (per activation, bundled with offer, …) – Customers need assurance that Quality of Experience is really improved…  Technical – End-to-end pilot on 4G lab network – Applicable to 3G networks under certain conditions – Performance and scalability as anticipated – Careful management of number of “boosted” customer in one cell – Challenges remain for extension to wholesale (MVNO) Illustration of user interface No “boosted” customers 3 “boosted” customers
  • 6. Thank you