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Cloud4 wi wifi carrier summit workshop

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  • Hello Andrea, this is a very well deserved presentation: I've in Toronto for a while last week and I think Canada will be a very promising booming market for you guys. Ciao. (..... not any more SEM)
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Cloud4 wi wifi carrier summit workshop

  1. 1. How to monetize Wi-Fi services Ivan Muccini VP Product Planning & Design Workshop
  2. 2. Who we are 2
  3. 3. Wi-Fi Value Creation Pyramid • LBS, Proximity • Analytics • Advertising Value-added services New Revenue Users, Business and Other Service Providers Baseline Investment with Compelling ROI • Connectivity and Premium Services • Managed Hotspot • Wi-Fi Roaming • Broadband and Mobile Retention • Mobile Data Offload
  4. 4. Wi-Fi Value Creation Pyramid • LBS, Proximity • Analytics • Advertising Value-added services New Revenue Users, Business and Other Service Providers Baseline Investment with Compelling ROI • Connectivity and Premium Services • Managed Hotspot • Wi-Fi Roaming • Broadband and Mobile Retention • Mobile Data Offload
  5. 5. Carrier Service The question is: Who pays? Providers MSP Venues ? 5
  6. 6. 24% The question is: Who pays? Free Wi-Fi (Worldwide) 84% Free Wi-Fi (U.S.) Source: JiWire, Q4 6 2013
  7. 7. The question is: «Premium» pay-per-use plans Who pays? «expense-account-friendly» locations s 7
  8. 8. Form Bit-pipe To Service-pipe
  9. 9. Form Bit-pipe To Service-pipe Wi-Fi ?
  10. 10. Stadium Stations The Venues and amenity Wi-Fi hotel Shopping Mall Airport hotspital Sport Event Retailer Restaur ants convention office 10
  11. 11. The Venues and amenity Wi-Fi Establishments sharing Wi-Fi 15% Chains, big brands and single locations, with any kind of device Source: Devicescape Insight Services 11
  12. 12. The Network Size Venues and amenity Wi-Fi # of networks fragmentation 12
  13. 13. Today Network Size Vertical Full Managed Connectivity Services # of networks 13
  14. 14. Classic Approach Vertical Full Managed Connectivity Services Example Partner With: *Source: AT&T, Hilton, McDonald’s and Starbuck’s websites • • • • • • Wi-Fi network design and planning Technical support Equipment monitoring Custom branding Enterprise access Support – report issues
  15. 15. SP Venue Today…. Delivering Wi-Fi Through the Venue Hotspot /users
  16. 16. SP Strategy Network Size Venue Hotspot /users # of networks 16
  17. 17. Use Case
  18. 18. Ivan Muccini Marketing Director
  19. 19. Bit Pipe
  20. 20. Free Wi-Fi hotspots influence venue choice for 95% of users Source: in-Stat 9/2010
  21. 21. 80% of buyers use mobile in-store to enhance the shopping experience (USA) Source: JiWire, Q2 2013
  22. 22. Legacy (heterogeneous, un-managed) assets 22
  23. 23. Who Pays?      Hardware Installation Maintenance Support … Maximize ROI
  24. 24. Connect Sponsored Wi-Fi (ADV) Watch Go • 15’’ video ADV • Full page captive ADV • …
  25. 25. OR (example) AD free Wi-Fi ENTER with your loyalty Card ID MYIDXXX Loyalty
  26. 26. Social Media Brand Awareness Ex. Facebook Like (but also follow, check-in, etc) Sign in with
  27. 27. Social Media Brand Awareness Ex. Facebook Post Sign in with
  28. 28. Hotspot lead generation Direct Marketing SMS E-mail Social network
  29. 29. Engaging Login Page
  30. 30. Sing in pull/push Customer Surveys 30
  31. 31. Location Based Advertising
  32. 32. Location Based Advertising
  33. 33. Mobile location-targeted campaigns outperformed non-location targeted campaigns CTR (click-through-rate) X2 Source: Verve Mobile, Q1 2013 - (State of the Market Location Powered Mobile Advertising Report ) CPM (cost-per-thousand) X 10 Source: Cisco2013, Monetize SP Wi-Fi to Gain Business Advantages
  34. 34. Mobile location-targeted campaigns outperformed non-location targeted campaigns CTR (click-through-rate) X2 Source: Verve Mobile, Q1 2013 - (State of the Market Location Powered Mobile Advertising Report ) CPM (cost-per-thousand) X 10 Source: Cisco2013, Monetize SP Wi-Fi to Gain Business Advantages
  35. 35. Location Based Coupons and ADV
  36. 36. delegate
  37. 37. Premium Pack $$$$ • Social login • Basic branding • Couponing • • • • • • Advertising Couponing Full branding Marketing tool Gaming Social login & marketing Basic Pack $ Addressing Everyone needs Service packaging
  38. 38. How we solve the problem
  39. 39. SP Involving the Venue Venue Hotspot /Users Delivering powerful tools and control
  40. 40. Scaling the target market Simple Scalable Flexible Platform Network Size # of networks 40
  41. 41. Fragmentation Legacy heterogeneous assets Vendor agnostic, service normalization Market needs differentiation Flexible packaging, comprehensive tools Delegation of services and control Multi-level, hierarchical control
  42. 42. Multi-level (managed service + delegated services) (SP) venues
  43. 43. Multi-level (managed service + delegated services) Independent Splash Portal (SP) Internet Plans Applications Access Methods venues
  44. 44. Multi-level (managed service + delegated services) Hierarchical (SP) Delegate full or partial control John Hellen Edna 44
  45. 45. Multi-level (managed service + delegated services) Full control SP (SP) venues Multi-Tenant customer venues 45
  46. 46. Cloud management 46
  47. 47. Flexibility Access Methods End User Management Splash Portal Internet Access Policies Applications Analytics 47
  48. 48. User Account Access methods Social Login Click-through 802.1X
  49. 49. One Shot / Recurrent Plans Voucher / PIN $ Online Payment Self-Provisioning Self-Care Access policies
  50. 50. Engaging Splash Portal
  51. 51. Splash Portal multi-level control venues (Tenant)
  52. 52. Service & Presence Analytics
  53. 53. Wi-Fi App Marketplace 53
  54. 54. Wi-Fi App Marketplace  Location Based advertising  Marketing tools  Survey  Couponing  Gaming, utilities, widgets, etc
  55. 55. Wi-Fi App Marketplace Open APIs and App development SDK (coming soon..)
  56. 56. Service & App normalization layer (on top of any access network 56
  57. 57. Conclusion
  58. 58.  Bit-pipe strategies won’t work alone Problems (opportunities)  Huge but fragmented market potential  OTT & Verticals competition
  59. 59.  Involve the Venue delivering self-control and valuable tools  Comprehensive, flexible, service normalization platform Solution  Scalable, cost-saving cloud solution 59
  60. 60. Thank You www.cloud4wi.com Ivan Muccini VP Product Planning & Design imuccini@cloud4wi.com
  61. 61. How to (Backup slides)
  62. 62. Control Panel
  63. 63. White Label • • • • • • • Control Panel Logo Login page Logo Login page URL Login page look User guide URL Custom Languages Custom Policy Terms
  64. 64. Dashboard Analytics Wi-Fi Marketplace End users WiFi Area Internet Plans Splash Portal
  65. 65. WiFi Area • • • • • • Splash Portal Hotspots System User Internet Plans License On-Net
  66. 66. WiFi Area Management
  67. 67. Multi-level management WiFi Area Control Panel
  68. 68. Granular multi-level control • Locked options (imposed by the Tenant account) • Unlocked options (customizable by each WiFi area) Lock/unlock • Applied to all main configurations
  69. 69. Social login & Brand awareness • Facebook, Twitter, LinkedIn, Google+, VK • Like/Post • Identify validation options • User data collection • Policy Control
  70. 70. Splash Portal • Unlimited Portals per Tenant account • Multiple layouts / models • Advanced customizations (CSS) • Custom URL alias (reachable form Internet)
  71. 71. Splash Portal CMS • Simplified or complete control interface • Granular multi-level content management • Media content & active content (social feeds)
  72. 72. WiFi Marketplace
  73. 73. App example Advertising Captive / Splash mode Multi level control Multiple triggers Banner / Custom HTML / AdSense • Limited impressions / clicks / expiration • External monitoring dashboard the sponsor • • • •
  74. 74. App example Nearby • • • • Places of interest Coupons / offers Users Hotspots
  75. 75. Analytics
  76. 76. Presence Analytics • Capture • Engagement • Loyalty
  77. 77. Internet Plans • Recurrent / One shot • Free / Paid • Voucher mode & control • Time policies • Self-provisioning • Expiration • Online Payment (Paypal)
  78. 78. Localization • Splash Portal Custom languages • Multiple currency • Data export format • Time zone • Control Panel languages
  79. 79. & more
  80. 80. Thank You www.cloud4wi.com Ivan Muccini VP Product Planning & Design imuccini@cloud4wi.com

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