The document discusses how mobile operators are facing wealth destruction due to changes in mobile data usage and consumer behavior. It notes that profit opportunities are now driven by applications and services rather than new technologies. Operators must analyze real subscriber usage data to understand popular applications and services, track device usage, and realign their offerings accordingly to capture profits rapidly as the market changes. The document provides examples and recommends analyzing subscriber data on bandwidth consumption, top websites accessed, devices used, location-based behaviors, and deviations from normal traffic patterns.

1. NEXUS TELECOM
Network and Service Investigation
October, 2010

2. Accelerating
destruction of
mobile operators
wealth...
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3. Wealth Destruction
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4. Mobile Bandwidth Explosion!
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5. Changing Profit Paradigm
1. Profit Opportunity is no longer driven by new technology,
but by applications and services, and operators must
understand the most popular usage from the subscriber
perspective
Must analyze and understand applications and services
2. Customer Expectation is increasingly set by the mobile
device and not by any pricing plan or the service provider’s
brand value.
Must track devices usage and effectiveness
3. Current operator offerings may not match new services
that the consumers use today!
Must realign offering with real usage
4. Subscriber usage of various services differ drastically
Must understand new customer segmentation fast!
Must segment based on real subscriber behavior
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6. Change Happens Rapidly
Example: Social Networks
Dominate and growing trend in the next few years
One operator shows >80% of mobile data traffic are for
Facebook and related applications
Enables targeted and trusted search
Facebook traffic is more than Google with 500m users
Market changes very fast
MySpace was dominate but within few years was overtaken by
Facebook
Local reality is more important than global trend
Facebook is strong in many countries but not all
Renren in China; Orkut in Brazil
New players / developments
Based on location based services
Based on gaming
Based on unique local culture
Based on group buying behaviors
Based on more control over privacy
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7. Rapid Profit Capture!
1. Analyze and understand 100% of customer behavior
What applications & services?
Which subscribers are most important?
What are the top devices used?
Location based behaviors?
Combination of factors…
2. Analyze gap to existing offerings
Technology vs. behavior-based segmentation
Example: Gamers, Social Networkers, Photo Sharers
3. Offer new packages
Service based
Usage based Adapt
Mobile model based Quickly
Pro-active promotions / up-selling
Combination….
4. Track effectiveness of new or existing offering
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8. Real Case Study
Real Live Network Statistics
65M daily hits on Facebook
651 GB daily transfer to Facebook
1M data subscribers
This is a “Facebook” network!
All other traffic except Windows
update can be neglected.
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9. Large Mobile Telco CTO
I need to know 5 things from a subscriber monitoring solution?
1. Dashboard on capacity consumption (what service consumes how
much bandwidth)
This allows to optimize the network against service patterns.
2. What are the top accessed web-sites
This allows to cache the top URL into GGSN/SGSN for better speed to the end-user
3. Devices on the network with according fault picture
This allows to off-load Customer Care with same problem patterns
4. Time/Delay distribution of traffic across the day
This allows to engineer for peak and eventually adapt pricing models
5. Deviations from "normal" traffic
This allows for early alarm triggering
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10. Further Information
For more information on how Nexus Telecom can help you gain
real-time visibility of your subscriber behavior, please contact:
Ray Tseng, Regional Sales Director, Asia
• ray.tseng@nexustelecom.com
• Tel: +852.9188.0375
Or visit us on the web: www.nexustelecom.com
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