Services                                                  and                                   Femtocell Adoption        ...
Business Case Evolution...       Coverage                         Capacity                       Data Offload             ...
About User Adoption…               “There is significant interest in femtocell VAS services.               – Most of those...
Building the community... ... for Femtocell Services:                     Operators                          +            ...
Competing for API mindshare...   Reach   Ease of use   Portability   Economics   Data aggregation i.e. Places   Perc...
A network based location service…           Mobile World Congress, Femtozone, February 14th, 2011, Barcelona   5
Femtocell Application Gateway                APPLICATIONS                                                                 ...
Key building blocks…  Provisioning        Registers/updates/searches Applications and Adds/Manipulates         Femtozone...
Building the community... ... for Femtocell Services              User                      Developer                     ...
Femtocell enables Connected Home...            Mobile World Congress, Femtozone, February 14th, 2011, Barcelona   9
Real-time targeting…                   +           Mobile World Congress, Femtozone, February 14th, 2011, Barcelona   10
Femtocell enables Retail …                   Sending coupons when UEs camp on the Femtocell…                              ...
Argela Femtocell Solutions FamilyPresence triggeredadvertisement and                                   3G & LTE           ...
In Summary… As femtocell business case is evolving, opportunity for value  added services is here now! Consumers are int...
Thank you.Contact:Ercan YILMAZVice Presidentercan.yilmaz@argela-usa.com+1-513-377-2436        Mobile World Congress, Femto...
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Services and Femtocell Adoption

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Presentation from Mobile World Congress 2011. Available to download from http://www.femtoforum.org/femto/index.php?id=134

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Services and Femtocell Adoption

  1. 1. Services and Femtocell Adoption ERCAN YILMAZMobile World Congress, Femtozone, February 14th, 2011, Barcelona
  2. 2. Business Case Evolution... Coverage Capacity Data Offload Services Revenue generation Mobile World Congress, Femtozone, February 14th, 2011, Barcelona 1
  3. 3. About User Adoption… “There is significant interest in femtocell VAS services. – Most of those interested in the core benefits of femtocells also find one or more VAS features appealing. This opens the door to additional ARPU gains once the femtocells inside the home.”Source: U.S. Consumer Attitudes on In-Home Mobile Services and Femtocells, Sample base: 1,100, ±2.95%, © Parks Associates 2010 Mobile World Congress, Femtozone, February 14th, 2011, Barcelona 2
  4. 4. Building the community... ... for Femtocell Services: Operators + Subscribers + Application Developers Mobile World Congress, Femtozone, February 14th, 2011, Barcelona 3
  5. 5. Competing for API mindshare... Reach Ease of use Portability Economics Data aggregation i.e. Places Perception of coolness! Standard Handset, Femtocell, Network APIs… Mobile World Congress, Femtozone, February 14th, 2011, Barcelona 4
  6. 6. A network based location service… Mobile World Congress, Femtozone, February 14th, 2011, Barcelona 5
  7. 7. Femtocell Application Gateway APPLICATIONS OPERATOR Queries Targeted App Registration/Notifications Subscriptions Location Data Manipulation Management Application Provisioning Management Privacy Management Notification Management Alias Management Notifications FEMTOZONES Mobile World Congress, Femtozone, February 14th, 2011, Barcelona 6
  8. 8. Key building blocks…  Provisioning  Registers/updates/searches Applications and Adds/Manipulates Femtozone Data  Notification Management  Interfaces with Privacy Management and Application Management Modules  Application Management  Handles subscription requests coming from the Applications  Handles queries from the Applications  Privacy Management  Stores and provides the privacy settings  Alias Management  Performs MSISDN/IMSI to alias conversion and vice versa  Location Management  Returns results for location-based application queries Mobile World Congress, Femtozone, February 14th, 2011, Barcelona 7
  9. 9. Building the community... ... for Femtocell Services User Developer Operator 3rd Party Access Privacy!!! Reach Policy Gratification Ease of Use Management Mobile World Congress, Femtozone, February 14th, 2011, Barcelona 8
  10. 10. Femtocell enables Connected Home... Mobile World Congress, Femtozone, February 14th, 2011, Barcelona 9
  11. 11. Real-time targeting… + Mobile World Congress, Femtozone, February 14th, 2011, Barcelona 10
  12. 12. Femtocell enables Retail … Sending coupons when UEs camp on the Femtocell… Femtocell Application Gateway Coupon Server Coupon List : 1. Anne Taylor 30% off 2. Gap Buy one get one free Local presence for local market! Individual-based targeted advertisement Mobile World Congress, Femtozone, February 14th, 2011, Barcelona 11
  13. 13. Argela Femtocell Solutions FamilyPresence triggeredadvertisement and 3G & LTE Femtocell Presence-triggeredsubs profile based service delivery targeting Femto Ad Femto platform Server Applicatio n Gateway Femto is a Novel way of remotecluster, expanding the operator needs anetwork with SON Argela monitor capability Femtocell Outdoor/ Family Femto Metro Quality Femtocell Monitor Femto Femto for Combined Home Quota bandwidth capability to offer Gateway all in one box Manager against WiFi, IPTV, ADSL, etc. Mobile World Congress, Femtozone, February 14th, 2011, Barcelona 12
  14. 14. In Summary… As femtocell business case is evolving, opportunity for value added services is here now! Consumers are interested in femtocell services Building a community for femtocell services is key to success Adopt best practices from other location based service providers Operators have a unique opportunity to deploy tools enabling innovative services and enriching femtocell experience Mobile World Congress, Femtozone, February 14th, 2011, Barcelona 13
  15. 15. Thank you.Contact:Ercan YILMAZVice Presidentercan.yilmaz@argela-usa.com+1-513-377-2436 Mobile World Congress, Femtozone, February 14th, 2011, Barcelona 14

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