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Telco in Gen-C
(Connected Consumers) Era
• Computaris
– ISVs: Software lifecycle
– CSPs: BSS solutions
• BSS & VAS (real-time)
– Extracting network knowledge
– Man...
Service Launch Hotspots
Africa Asia Pacific Europe
Middle
East
North
America
South/Ctrl
America
Access & Software 3 5 1 4 ...
Today’s Reality
…the bad news:
smartphone users are
likely to churn; ~40% of
all Smartphone or
applications users are
like...
Digital Darwinism
Gaming:
250Mn users
Social
901Mn FB
Users
Apps: 25bn
Apple apps
downloaded
Music: 16bn
iTunes songs
down...
Generations Merged into One
1946 – 1964
Baby Boomers Generation X
1965 – 1976
Woodstock Why me
Generation Y
1977 – 1994
Ge...
The New Global Generation
Gen C - connected consumers – multiple touch points
Connected Communication
Computerized
Communi...
Gen C by the Numbers
Regardless of age, people are connecting…
Source: IBM
Multi-taskers
57%
CHECKED EMAIL
44%
SURFED FOR ...
Gen C - Communication Preferences in 2020
Consumer behavior
ConnectedSocial animal 2.0
Huge increase in digital
data consu...
• Facebook/Twitter accounts
• Proprietary social networks attempts
• Mix of customer care & digital marketing
Telco Brand ...
Going Social
T-Mobile
T-Mobile US - 4G Tweet Race
T-Mobile Spain – Angry Birds live
(viral campaign)
• First audio status update for
Facebook
• Platform that allows you to record
a 30 seconds-voice message which
is then pos...
• Recruited cool teenagers as brand ambassadors at
launch
• Australia Virgin Mobile’s Fair Ride
– 3 weeks, 75 bicycles hid...
Opportunities – Alternatives to NFC
Vodafone UK
• Uses GPS information and maps
on smartphones to locate the
closest retai...
Opportunities – Operator App Stores
SK Telekom
200k
Apps+
Content
>$90
Million
Revenue
16 Million
Users
Network
Agnostic
F...
Today’s Cutting Edge Loyalty
Tariff Simulator
Self-Learning Churn Prediction Lifecycle Management Automated Targeted
Campa...
Bridging the gap between IT and telecoms
• 900 million active users
• 140 friends on average
• 50% of active users log on ...
• Automatic bonuses
• Advanced self-care channel
• Member-get-Member campaigns
• Surprise bonus campaigns
• Personalized o...
• Aggregate data from multiple sources for gen-C
campaigning
• Broaden the scope of traditional services
• Create local de...
Ioana Serban
ioana.serban@computaris.com
: @ioanaserban_
Copyright @ Computaris
Thank you!
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Telcos in Generation C Era

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Presentation and speech support while I was a speaker at Telecom Loyalty and Churn event in Cannes in June 2012

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Telcos in Generation C Era

  1. 1. Telco in Gen-C (Connected Consumers) Era
  2. 2. • Computaris – ISVs: Software lifecycle – CSPs: BSS solutions • BSS & VAS (real-time) – Extracting network knowledge – Managing subscriber data – Monetization • Solutions – Loyalty & Churn management – MVNE/O – Convergent Charging – Data Policy Management • 250 employees • 200 projects • 70 operators • Part of R-Systems Group – $87m in 2011 – 2500 employees Computaris at a Glance Bridging the gap between IP and Telecom
  3. 3. Service Launch Hotspots Africa Asia Pacific Europe Middle East North America South/Ctrl America Access & Software 3 5 1 4 3 Advertising 2 6 Application Store/Portal 6 20 16 5 4 2 Communications 7 19 41 5 6 7 Customer Loyalty 1 1 1 1 3 Education 2 3 1 1 2 Healthcare 4 4 10 4 4 Infotainment 3 16 30 5 6 1 Location based services 1 6 8 1 Mobile Apps 2 2 39 1 6 1 Money 27 16 30 3 3 5 Others 3 11 24 1 3 Personalization 1 2 3 1 1 Security 3 6 2 1 3 Services Management 3 11 22 1 7 2 Social Networking 2 4 3 1 1 TV/Video 3 6 41 2 12 6 Utility Services 2 9 8 3 Total 65 131 294 32 68 40 Source: OVUM
  4. 4. Today’s Reality …the bad news: smartphone users are likely to churn; ~40% of all Smartphone or applications users are likely to churn within 1 year from signing a contract (NSN) US smartphone penetration Innovation focus Source: Nielsen
  5. 5. Digital Darwinism Gaming: 250Mn users Social 901Mn FB Users Apps: 25bn Apple apps downloaded Music: 16bn iTunes songs downloaded VOIP: 663Mn Skype Users Shopping: 800Mn users Gen C’s behavior in the online world
  6. 6. Generations Merged into One 1946 – 1964 Baby Boomers Generation X 1965 – 1976 Woodstock Why me Generation Y 1977 – 1994 Gen 9/11 Generation Z 1995 – date Millennials
  7. 7. The New Global Generation Gen C - connected consumers – multiple touch points Connected Communication Computerized Community - oriented Control Co-create Clicking Change
  8. 8. Gen C by the Numbers Regardless of age, people are connecting… Source: IBM Multi-taskers 57% CHECKED EMAIL 44% SURFED FOR UNRELATED INFO 44% VISITED SOCIAL NETWORKING SITE DURING PROGRAM 59% CHECKED EMAIL 44% SURFED FOR UNRELATED INFO 44% VISITED SOCIAL NETWORKING SITE DURING COMMERCIAL WHAT ARE TABLET AND SMARTPJHONE OWNERS DOING WHILE WATCHING TV?
  9. 9. Gen C - Communication Preferences in 2020 Consumer behavior ConnectedSocial animal 2.0 Huge increase in digital data consumption iEverywhereIT/Telecom convergence Data privacy
  10. 10. • Facebook/Twitter accounts • Proprietary social networks attempts • Mix of customer care & digital marketing Telco Brand Engagement in Social Media
  11. 11. Going Social T-Mobile T-Mobile US - 4G Tweet Race T-Mobile Spain – Angry Birds live (viral campaign)
  12. 12. • First audio status update for Facebook • Platform that allows you to record a 30 seconds-voice message which is then posted to your wall Going Social Telstra Results • 20,000 active users in 4 weeks • Preloaded on 178,000 handsets as a software update • Available to all 3,500,000 subscribers BlurtI A new way for people to communicate in their preferred environment!
  13. 13. • Recruited cool teenagers as brand ambassadors at launch • Australia Virgin Mobile’s Fair Ride – 3 weeks, 75 bicycles hidden in different locations around the state and clues were released everyday – 1 bike per day as award Going Social Virgin Mobile
  14. 14. Opportunities – Alternatives to NFC Vodafone UK • Uses GPS information and maps on smartphones to locate the closest retailer. • Users simply download the voucher to their Smartphone and show it to the reader Vouchercloud Results • 700,000 active users • 2,000 merchants offering 8,000 discounts or loyalty schemes
  15. 15. Opportunities – Operator App Stores SK Telekom 200k Apps+ Content >$90 Million Revenue 16 Million Users Network Agnostic Franchise Model Contextual Relevant Content in Local Language Developer Engagement and Support Focus on user experience Local market knowledge SK Planet Key to Success
  16. 16. Today’s Cutting Edge Loyalty Tariff Simulator Self-Learning Churn Prediction Lifecycle Management Automated Targeted Campaigns Real-Time Loyalty Management Social Network Integration
  17. 17. Bridging the gap between IT and telecoms • 900 million active users • 140 friends on average • 50% of active users log on to Facebook daily User experience My Friends My Family My Blogs My Money My Lifestyle My Interests/ Favourites My Colleagues My Play My Likes/Dislikes • Limited reload & call history • Profiling subscribers • Measure campaigns impact & ROI • Create segmented, dynamic campaigns The Mobile Social Network A new opportunity? Social network Operator challenges
  18. 18. • Automatic bonuses • Advanced self-care channel • Member-get-Member campaigns • Surprise bonus campaigns • Personalized offers • One click away buying of services Expand your Facebook audience by offering: Monetize your audience - efficient up-sell channel on Facebook: What is the Level of Integration? Increase & monetize your Facebook audience
  19. 19. • Aggregate data from multiple sources for gen-C campaigning • Broaden the scope of traditional services • Create local developers/gated communities • Partner/acquire existing (third party) players • Enable other participants in the value chain • Communicate value & create emotional connections by enhancing the use of social networks Recommended Approach Collaborate, integrate & add value
  20. 20. Ioana Serban ioana.serban@computaris.com : @ioanaserban_ Copyright @ Computaris Thank you!

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