Multi-Play Policy Webinar Dec 2015
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Once only used by mobile operators policy control is now being used by multi-play providers to manage network resource and develop marketing offers. This webinar presents ten policy use cases that are being used in multi-play environments covering mobile, fixed voice, broadband and TV. Join this webinar to learn: • The Netflix effect – dangers of bill shock for fixed and multi-play operators and what can be done • Ten policy use cases for multi-play operators – ranging from QoS management to shared data • Operator examples from BT, KPN, Singtel and Vodafone of fixed and multi-play innovative use cases
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Multi-Play Policy Webinar Dec 2015
- 1. Policy in Multi-Play, Multi-Network World Openet Webinar: December 2015 Sean Broderick, Martin Morgan
- 2. 2© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only • Increase of multi-play • Bandwidth, data usage and video • 10 fixed line / multi-play policy use cases • Summary Contents
- 3. 3© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only • Openet survey – September 2016, 102 operators: What will be the most lucrative new revenue streams in 2016? Multi-Play is on the Rise
- 4. 4© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only • Many operators are rolling out multi-play services to give customer greater choice and make services stickier • Operator experience shows that churn will be reduced • Use policy to ensure best customer experience, develop innovative marketing offers and help optimise network capacity Multi-Play Reduces Churn
- 5. 5© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only • Not all fixed line broadband offers are unlimited Bandwidth is Not Infinite
- 6. 6© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only • UK regulator Ofcom, say that the increase in data usage is probably due to bundled TV content being provided by operators. • When compared with BT Openreach Fibre usage the overall usage is far higher than the standard customer with 190GB per month Data Consumption Stats
- 7. 7© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only • Low quality – 0.3GB / hour up to Ultra hi-def at 7GB / hour • Auto function on Netflix goes for highest available • If you’re on a 10GB data quota – then you’ll use up quota half way through a movie in UHD. • Tiered volumes + video = potential bill shock • Fixed line / multi-play can use policy to issue real-time alerts on usage. Upsell temporary usage, or even sponsored data usage. How Much Data Does Video Use?
- 8. 8© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only • Current W-iFi & Mobile plan is split between 3GB of Local Data & 2GB of Singtel Wi-Fi • Combined bundle of Wi-Fi and Mobile Data which will give Singtel an innovative first to market advantage • One bundle with the freedom to use the allowance on either mobile data or Wi-Fi Mobile and Wi-Fi Combined Bucket
- 9. 9© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only • Automatically select the most suitable network and off-load traffic based on business rules – QoS, QoE, Service Type (video, etc), customer (VIP, SLA, churn score, NPS) • Good for multi-play (mobile and wi-fi) to keep network costs down and deliver optimum customer network experience (and avoid bill shock) Network Selection Intelligence
- 10. 10© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only Shared Data • Shared Data enables the customer to share a single data bucket across multiple access types or accounts. • A real-life example would be to enable a user to split their data consumption across 300GB in-home use and 5GB out-of-home Wi-Fi access. • In this way, quality and consistency of user experience is supported as the subscriber is mobile, while keeping the user dependent on the network or Wi-Fi hotspots. • In the case of a Shared Data account, the entire data allocation may be openly accessible to all group members, or may be centrally controlled and allocated by a group administrator.
- 11. 11© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only • KPN in the Netherlands have increased customers in Fixed/Mobile bundles from 323k in Q1 2014 to 792k in Q1 2015 via value driven customer offers • All Fixed customers who take a mobile subscription get double mobile data on their plan • The more services the more benefits with only one offering a discount which keeps margin strong Smart Cross Sell of Services
- 12. 12© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only • Vodafone Connect app lets customer control and manage their fixed line broadband from their mobile Apps for Controlling Home Broadband
- 13. 13© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only • Separate fixed and mobile parental controls are fairly well established – but now there are parental controls for fixed broadband that can be controlled via a mobile app. Parental Control
- 14. 14© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only • 12 months free Netflix for Vodafone Home Broadband Customers Content Bundling
- 15. 15© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only • Turbo boosts already available in some markets e.g. 2 hour increased speed to a nominated device • Ability to intelligently off-load to Wi-Fi is starting to appear • Different devices can have own QoS rules • Automatically off-load from mobile to carrier Wi- Fi if bill shock ‘danger threshold’ is reach (e.g. 90% quota used) • Manage traffic based on service and device – e.g. HD video to smart TV, video to smartphone • Manage traffic based on QoE – e.g. customers will expect high QoS for Netflix, but maybe not so for YouTube QoS, QoE Management
- 16. 16© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only • There are opportunities for multi-play operators to use sponsored data • Some customers will welcome opportunity to get content delivered free Sponsored Data • Good case study in banking sector in Brazil • Banco Bradesco wanted to encourage customers to use mobile banking • Offered sponsored data with 4 main operators • Use of mobile banking app will not count against customers’ data bundle • Mobile banking users increased from 3 million in January 2014 to 7 million in May 2015, representing 29% of the bank’s total transaction – bank estimates this will increase to 35% end 2015 and 40% in 2016 • Normal banking transaction costs – in-branch: $4.25. On mobile 8c.
- 17. 17© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only • Vodafone UK offer temporary speed boost to nominated devices • Optus offers speed tiers as an add-on Speed Boosts
- 18. 18© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only Multi-Play Policy
- 19. 19© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only • Fixed line / multi-play operators are rolling out new controls, processes and offers that are managed by policy control to: • Give more marketing options across fixed and mobile • Provide a better customer experience • Enable more bundled content with network control to manage capacity • Number of use cases is going to increase as operators increase the use of policy for marketing and customer experience management Summary
- 20. 20© Copyright 2015 Openet – Company Confidential For Use Under Non-Disclosure Only Thanks for your time Any questions – mail info@openet.com
Editor's Notes
- In Singapore, SingTel is also offering a data bucket shared between cellular data and SingTel Wi-Fi. As can be seen in figure 5 their SIM only plan is split between 3GB of local data & 2GB of SingTel Wi-Fi and the customer can use their data allowance on either mobile data or Wi-Fi. This really puts the intrinsic value of WiFi back on the table for operators and is a great way to monetize a sunk Wifi access point cost. From a revenue recognition perspective WiFi accounts for $8 of the total $20 spend. The next generation of this use case will be a bucket of usage, say 5GB as per the example and the customer can decide how they want to utilize it. 4.5GB Mobile, 0.5GB WiFi in month 1, the reverse the next month depending the usage location. This gives the customer ultimate flexibility and gives the operator a fantastic above the line marketing message.
- Multi-play customers will often have access to carrier Wi-Fi hotspots. For LTE customers operators can define rules that determine when traffic should be offloaded from LTE to carrier Wi-Fi in order to deliver the best quality of customer experience. Operators can define policy rules that enable devices to automatically connect and authenticate to their Wi-Fi hotspots. From the users perspective this is a completely seamless and transparent experience. The operator can centrally manage policies which gives a great deal of control over the Wi-Fi hotspots that will be selected and under what conditions. These network selection decisions can be based on multiple inputs including customer profile, historical data consumption, tariff plan, device type, time-of day, location information and a wealth of other network information. ANDSF (access network detection and selection functions) enables operators’ policies to be installed on users’ devices and also to change them dynamically as conditions change. Intelligent network selection goes beyond Wi-Fi offload. It can take into account a customer’s data balance, traffic type (e.g. video) to ensure that the operator is using a combination of carrier Wi-Fi hotspots and LTE to ensure that the customer is getting the best network coverage in the most cost effective manner. With operators rolling out increasing volumes of Wi-Fi hotspots and partnering with Wi- Fi providers to augment their mobile and fixed networks with cost effective coverage, the ability to ensure QoS for Wi-Fi offloaded traffic will be increasingly important. As many operators are promoting speed and quality of service as their marketing message, offloading LTE traffic to a slow Wi-Fi connection may have a negative effect.
- Shared data enables the customer to share a single data bucket across multiple access types or accounts. An example would be to enable a user to split their data consumption across 100GB in-home use and 10GB out-of-home Wi-Fi access. In this way, quality and consistency of user experience is supported as the subscriber is mobile, while keeping the user dependent on the network or Wi-Fi hotspots. In the case of a Shared Data account, the entire data allocation may be openly accessible to all group members, or may be centrally controlled and allocated by a group administrator, as can be seen in figure 4. The economics of fixed price per mb vs. mobile price per Mb make sharing across access types difficult.
- Encouraging subscribers to upsell to multi-play services works well when the customer has a reason to buy. As we can see from Figure 6, Dutch operator KPN offered existing mobile customers extra data, voice minutes and text, as well as free movies and TV channels when they upgraded to their multi-play offer. the range of options that a quad-play operator provides is relatively large. Operators can break this down and deliver personalized up-sells for revenue generation and retention purposes. For example, for customers subscribing to the TV service, but not the mobile service, an operator could offer free sports channels in order to incentivise the customer to add mobile to their bundle.
- Using the Vodafone Connect app you can easily: • Change your Wi-Fi name or password • Setup a separate Family/Guest/Business Wi-Fi network to allow your family or visitors easy access to your connection • Prioritise the connection to a specific device with a “boost" up to 12 hours at a time - “Say for example that I wanted to download a video to my tablet, but I know that there are lots of other people using the Wi-Fi – if I ‘boost’ my tablet, it will offer a much quicker download. • View and manage all devices on your network • Control when your Wi-Fi is on by defining a daily/weekly schedule • Live Chat with an agent in Help & Support All of these features tie in nicely with the control messaging via Vodafone and leads us to our next use case
- Having a central rules function that can manage parental controls on fixed and mobile broadband can help with the acceptance of multi-play offers into families. By being able to set up rules that control access based on time-of-day, content type, spend and usage limits gives peace of mind to parents. Many operators are providing parental controls for fixed broadband services. Having a central access point for parents to control fixed and mobile internet acc Vodafone UK is running a major marketing campaign promoting parental controls as one of the key benefits of their fixed line broadband serviceess and usage is a good example of providing a convergent multi-play offer and not just price bundling separate services. This enables parents to control broadband usage via an app. Several other operators have also added parental controls on as part of shared data bundles, where parents can control the volume of usage on individual smartphones.
- UK operator Vodafone has been leading the way in signing up content partnerships to encourage people to use their LTE service. For example in 2015 they launched their fixed line broadband service, with this they included a 12 month free Netflix account when customers signed up. Perhaps operators could extend these partnership offers to all services in a one stop shop for customers—free Netflix for mobile and fixed broadband? Policy control can enable operators to package and deploy a partners’ products. Netflix (NASDAQ: NFLX) is changing the way it encodes its programming, trimming bandwidth needs by as much as 20 percent.
- Policy rules are responsible for managing network QoS. Different services need more bandwidth to deliver the required quality of experience. As we have seen in this paper, the quality of streaming video can range from low (at 0.3GB /hour) to ultra HD (7GB / hour streaming). When delivering the best quality of service the operator needs to consider what the customers’ expectations of experience are, their current and expected data usage and a consideration of the operators cost/return for delivering the traffic. For example, a customer who has selected Ultra HD for viewing Netflix, and is on an unlimited data plan is okay, as long as they’re not abusing the fair use policy. Whereas, a customer who starts to watch Netflix on Ultra HD but has a 20GB data allowance should be sent an alert informing them of how many hours of watching Netflix in Ultra HD they’ll have before they incur data overage charges. For the multi-play operators, these alerts should be omni-channel. A customer watching TV may respond better to text messages rather than emails. Looking at customer experience and what customer’s expect there is an opportunity here to use policy to control the delivery and associated costs. For some videos, e.g. videos posted on YouTube, a customer may not expect crystal clear HD quality, so an operator can reduce the speed of delivery for such content, knowing that it will not affect the customer’s expected experience. The customer experience is not just about supplying the best quality network experience. Operators need to look at the wider picture and take into account what the effect of bill shock will be on a customer’s overall experience. Policy systems can manage and differentiate QoS for different services. For example a higher QoS can be assigned to IPTV services, and this can even be differentiated by device.
- A good example is in Brazil where one of the leading banks, Banco Bradesco wanted more customers to use their mobile banking app. Bradesco worked with mobile operators to zero-rate the use of the Bradesco mobile banking service, making it free for their clients to avail of. As for the results: the Acesso Gratis Bradesco Celular campaign has seen the number of Bradesco mobile banking users increase from 3 million in January 2014 to 7 million in May 2015, representing 29% of the bank’s total transactions. Bradesco estimates that 35% of all banking transactions will be on mobile phones by the end of 2015, rising to 40% in 2016. When one considers that the cost of an in-branch bank transaction is $4.25 and a mobile banking transaction is 8c, the ability to deliver a saving of $4.17 per bank transaction for several million customers makes sponsored data a very attractive proposition But why limit sponsored data to only mobile? With many fixed operators offering tiered broadband services, the ability to sponsor data services across fixed and mobile would make an attractive proposition to customers. Also if an operator can work with their business customers to increase the use of their business customers’ digital channels to reduce costs, then it makes them a more attractive business partner rather than just a provider of commodity data connectivity.
- operators use a combination of speed and volume as the basic building blocks when developing tiered services. However, when a household has many devices connected all at once, customer experience can become frustrating especially when a customer is downloading a large file such as a movie. With more customers downloading bigger files and more devices in a household competing for available bandwidth, operators want to provide solutions to this problem that can help differentiate their offers. Some operators are now offering turbo boosts, whereby a customer can select a speed boost to a particular device for a given time. For example, a customer could select a speed boost to a particular device that is registered on their app. Then by clicking the turbo boost button on their app they get increased speed to that device for a given amount of time, so they could, say, download and enjoy a movie in a much quicker time. Policy can control speed allocations to specific devices, with specific parameters (e.g. for a given time period) to enable speed boosts to be provided.
- In order to provide multi-play policy operators will require a centralized PCRF (policy control and rules function) that integrates with multiple networks. It will also require a convergent SPR (subscriber profile repository) which contains the relevant information on services subscribed to and the usage information. A central component of this solution is the notification server which enables real-time alerts and message to be sent to customers