SP Wi-Fi Monetization Thought Leadership

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SP Wi-Fi Monetization Thought Leadership

  1. 1. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Cisco Confidential 1© 2013 Cisco and/or its affiliates. All rights reserved. Jared Headley Senior Director, Service Provider Mobility October 2013 Cisco Public
  2. 2. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2 Wireless Services Mobile Offload Wi-Fi Hotspots 6 BillionMachine-to-Machine Connections in 2017 50%Mobile Data Offload in 2013 94%Users who Turn on and Find LBS Useful Cisco Public
  3. 3. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3 Growth in mobile data Lack of Spectrum Market Drivers Offload economies Wi-Fi is ubiquitous Shift to indoor consumption 46% 71% By 2017, 71% of tablets traffic will be offloaded By 2017, 46% of smartphones traffic will be offloaded Source: Cisco Visual Networking Index, 2013 50% of mobile data traffic will be offloaded to Wi-Fi and Small Cells in 2013, equivalent to 10 billion movie downloads or 9000 petabytes per year ( Source: Juniper Research) Cisco Public
  4. 4. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4 Retention & Loyalty Reduce churn by 50%with free Wi-Fi Save Money Make Money Mobile Data Offload Offload of 7%of data traffic results in billions of dollars saved Managed Services and Wholesale Create new revenue streams of up to $5M per venue with B2B managed wireless services Location Analytics Offer analytic reports for $50K/mo Location-Based Advertising Mobile advertising revenue grows 10xwith LBS Cisco Public
  5. 5. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5 Retention & Loyalty Save Money Make Money Mobile Data Offload Managed Services and Wholesale Location Analytics Location-Based Advertising Cisco Public
  6. 6. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 ReductioninChurnRateforDataSubswith Wi-FiService Month of Deployment Impact on Broadband Data Churn Following Introduction of Wi-Fi Offer Among Subscribers Who Used Both 28–35% Reduction 12–17% Reduction 53–66% Reduction MSO #1 MSO #2 MSO #3 Trendline is an immediate benefit, normalizing to ~15% reduction in churn Source: Cisco and RCBG, August 2012 Retention & Loyalty Cisco Public
  7. 7. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7 $14.0M Retention Savings OR$10.1M Total Wi-Fi costs $6.0M Foregone Revenue (net loss) OPTION A – Differentiate with Wi-Fi $3.9M Net Gain OPTION B – Match competitive pricing for Triple-Play package offered by competitor $49 High subscriber acquisition cost: $495 $115 avg. monthly revenue per subscriber Service Provider ended up ahead by $9.9M by differentiating with Wi-Fi Retention & Loyalty
  8. 8. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8 Retention & Loyalty Save Money Make Money Mobile Data Offload Managed Services and Wholesale Location Analytics Location-Based Advertising Cisco Public
  9. 9. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9 Wi-Fi works in tandem with our global network to keep people connected wherever they are. Wi-Fi is a clear factor in mobile use, driving purchase decisions to enriched hospitality, fan & travel experiences Josh Goodell, AVP AT&T Wi-Fi Services “ ”_ Public Wi-Fi hotspots 32,000 2011 2012 x3 +10% +200% Wi-Fi connections 2012 Venues 2012 Mobile Offload Public Wi-Fi hotspots 3.8 million 50% Smartphone offload Cisco Public
  10. 10. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10 MNOs offloading via to someone else’s Wi-Fi network are significantly less productive than those moving traffic to their own Wi-Fi network 20%0% 40% 60% 80% 100% MNO1 MNO2 MNO3 MNO4 MNO5 MNO6 MNO7 % of Mobile Data Traffic Offloaded to Secondary Network Source: Cisco; as reported by sample of Tier 1 MNOs in US, Asia and Europe (Jul-Sep 2012) Offload via owned Wi-Fi Offload via 3rd party Wi-Fi Mobile Offload Percentage of Mobile Data Traffic Offloaded to Secondary Network
  11. 11. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11 Representing savings Service provider subscription and traffic forecast through 2016: of mobile data traffic to be offloaded by 2020 7% $3.6Bn Mobile subscription to grow x5 3.5 M 17.5 M 2011 2016 Mobile broadband data usage to grow x3 550 MB/Mo 1.6 GB/Mo 2011 2016 1.6% 7% • Cost savings based on less data served over the cellular network • Intelligent traffic routing and network optimization • Service improvements in buildings and dense urban topographies • Coverage extension where service provider has no spectrum 2013 2014 2015 2016 2017 2018 2019 2020 $1.1Bn $830M $615M $425M $290M $185M Cost Savings (US$) Traffic Offloaded (%) Mobile Offload Cisco Public
  12. 12. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12 Cisco outdoor AP 1552C 3 SSIDs Mobile SSID is a closed (secured) network with EAP-SIM Authentication MSO broadband clients eligible for free public Wi-Fi Passpoint (Hotspot 2.0) secure and automated selection Mobile Offload Cisco Public
  13. 13. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13 Retention & Loyalty Save Money Make Money Mobile Data Offload Managed Services and Wholesale Location Analytics Location-Based Advertising Cisco Public
  14. 14. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14 Managed Private Network for secure business operations Managed Public Network for guest Internet access Venue and retail owners start using Wi-Fi as a way to improve business Generate more customer traffic attracting more customers Increase customer dwell time more time spent = more money Creates an opportunity for service providers offering managed Wi-Fi Managed Services Example: * Source: AT&T, Hilton McDonald’s and Sam’s Club’s websites Partners with:
  15. 15. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15 Transportation Centers • Connecting frequent and occasional travelers • Business models: • 30 second video every 30-40 minutes of access • Subscription model for higher speeds starting at $4.95/hour Hospitality • Connecting hotel guests and visitors • Business models: • Subscription models: free access for value-hotels and up to $5-30/day for luxury hotels • Tiered pricing model and customized applications available for VIP customers, such as conference attendees Stadiums • Connecting fans to social media, check scores and watch highlights • Business Models: • Paid subscription to users, as low as $7.95 24 hours • Paid apps to access in-venue premium content • Ad-supported connectivity • Opportunity for SPs: $3-5 mill per stadium deployment Education • Connecting students and faculty to high-bandwidth information (videos, streaming information) • Opportunity: 15% of school systems expected to upgrade in 2014 for $300M in opportunity* *Source: Cisco Systems Cisco Public
  16. 16. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16 • Wholesale using installed fiber bundled with VLAN and Wi-Fi SSID
  17. 17. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17 Retention & Loyalty Save Money Make Money Mobile Data Offload Managed Services and Wholesale Location Analytics Location-Based Advertising Cisco Public
  18. 18. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18 Location Analytics Location analytics provide insights into device’s journey inside a venue Where people go? What are the common paths? Most visited places? How long people stay in each place? Where is the first place they stop? Analyze patterns of repeat vs. visitors Trend analysis & history comparison Quantify & justify rental pricing Measure signage impact Perform predictive analytics Analyze changes impact Analytics Benefits to Venues: Cisco Public
  19. 19. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19 • Cisco and Facebook provide an integrated WiFi sign-on platform • Allows customers to use their Facebook page as the splash page during WiFi login • Delivers better user experience, encourages users to ‘check-in’ and ‘like’ Page • Increase traffic on Facebook Page, share offers and announcements • Facebook provides Page Insights for aggregate demographic data from check-ins Cisco Public
  20. 20. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20 • Internal optimization and performance benefits • External monetization Frequency Customers Data Volume Analytic Intensity Value Manual Reports Automatic Reports One-Time Subscription Custom Single Feed Multi-Feed Queryable Static report on network usage Recurring report with analyzed data Project-based analysis, output API from database / network API from database / network Exposed database & network Retail, SMB Goodwill Retail, SMB Large Retail, Franchises Larger B2B Larger B2B Multiple B2Bs Location Analytics Cisco Public
  21. 21. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21 Dynamic Insights by Telefonica Precision Marketing by Verizon Pinsight by Sprint GeoVision by SK Telecom Location Analytics Cisco Public
  22. 22. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22 Retention & Loyalty Save Money Make Money Mobile Data Offload Managed Services and Wholesale Location Analytics Location-Based Advertising Cisco Public
  23. 23. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23 $20$0 $40 $60 $80 Cable (highly targeted) Hulu (popular content) Cable (local) Broadcast TV primetime Online video ad (prem.) Broadcast TV Want that Average CPM $ by Advertising Type Source: RCBG analysis of advertisement market Mobile Online Banner Cable Network Online video ad - UGC Getting this Mobile CPMs are below expectations, closer to desktop than television Location-based Advertising
  24. 24. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24 % of Wi-Fi venues enabled for advertising Source: Cisco & RCBG SP Wi-Fi Monetization Research (2013) 20% 0%40%60%80%100% Volume-Based Impressions Venues LBS 100% No eCPM $2-$5 Targeting-Based Mobile Ads Venues LBS 10% Yes eCPM $24 ARPU uplift by year 5 $5.82 Volume-Based Impressions Hyper-Targeted Location-based Advertising More mobile advertising revenues in 5 years x2.5 Cisco Public
  25. 25. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25 4 Year Cumulative Revenues from Retail Source: Cisco and RCBG Wi-Fi Monetization Research (2013) Mall in Dubai eCPM 4Y Rev. $350 $430M Public venues in Western Europe eCPM 4Y Rev. $85 $125M Malls in Singapore eCPM 4Y Rev. $40 $52M Malls in Canada eCPM 4Y Rev. $24 $40M$24$2 $40 $85 $350 Location-based Advertising Cisco Public
  26. 26. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26 Service Provider Business Models Services Other Service Providers Business Consumers B2B B2C B2SP Managed Service Mobile Advertising Analytics Service Bundling Subscription Mobile Advertising Wholesale Services Roaming Cisco Public
  27. 27. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27 Thank you.

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