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Allot Communications: Monetizing the Experience
- 1. Monetizing the Experience: Subscriber Usage Evolution Eyal Yaron, Director Product Solutions March 25, 2014
- 2. Telecommunication Service Evaluation 2March 27, 2014 From a functional utility to a lifestyle gadget Providing communication service is all about “User Experience” User Experience and Brand Perception impact buying Voice minutes, Air-time and kilobytes evolve into service plans, and bundles 1809 1870 1975 1995 2007 2013
- 3. 3March 27, 2014 Confidential VALUE BASED OFFERINGS
- 4. 4March 27, 2014 Application Based Charging The next big thing
- 5. Application Based Charging – The Service Bundle of “free” OTT usage 5March 27, 2014 Offering Offer bundle of data package with premium music service from content partner where partner traffic is not charged Pricing Bundle offered to prepaid and postpaid markets • OTT Bundle data plan ~22$ Per Month • OTT Service ‘market’ price ~6$ for mobile & PC access • MB price uplifted by 37% compared with similar timevolume plans
- 6. Application Based Charging – The Service Bundle of “free” OTT usage 6March 27, 2014 0% 20% 40% 60% 80% 100% H2 2012 H1 2013 H2 2013 OTT Bundle Users Postpaid Prepaid 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 H2 2012 H1 2013 H2 2013 Total Traffic (GB) 159% Income growth from data service 227% Data traffic growth 217% Data users growth 25 Fold growth in postpaid subscribers opt-in to these plans Results after 18 Months
- 7. Value Added Service Parental Control Safe Browsing 7March 27, 2014 Offering Pricing • Residential mobile subscribers are offered parental control service which enables control over internet activity of young family members • Parent can control allowed web categories and activity times • Plan priced at USD 1.35 (€1) monthly per subscriber
- 8. Parental Control Example March 27, 2014 8 Pre-defined Profiles (eg. Teenager) Full Personalization Per Category Filtering Time of Day Policies
- 9. Value Added Service Parental Control Safe Browsing 9March 27, 2014 Results 2 Million subscribers in 9 Months from launch Outstanding take-up rate, ~10% on yearly base More than $17M Revenues in first year! 5-7 Months ROI 0.0% 5.0% 10.0% 15.0% Q1 Q2 Q3 Q4 Q5 Subscribers Opt-in Rate Forecast Actual
- 10. Digital Lifestyle Impact The Service Provider View on the Network 10March 27, 2014 What are the popular OTT Applications and which devices were used? What is the impact on the network of launching a package with a “free” OTT application ? Evaluate costs and risks related with new plans Analyze the impact on existing service plans
- 11. The Digital Lifestyle Profile Details 113/27/2014 Confidential
- 12. 12March 27, 2014 The secrets of good ABC solutions Accurate Identification • Keep your application identification element updated with frequent changes of OTT traffic • Update your solution frequently with low operational costs Tight Enforcement • Making package terms that can be enforced, there is always someone trying to find a hole in fence.. Rich Reporting and Analytics • Enable marketing deeper view into user and application activity
- 13. Thank You March 27, 2014 Confidential 13