Play book 100-ways-to-boost-your-business-final

© Copyright Openet Telecom, 2016
®
®
PLAYBOOK
Propositions Playbook:
100 Ways To Boost Your
Telecoms Business
© Copyright Openet Telecom, 2016
®

Propositions Playbook: 100 Ways To Boost Your Telecoms Business
2 © Copyright Openet Telecom, 2016
Chapter
1 Reducing Churn and Increasing LTV
2 Boosting Data Usage and Data ARPU
3 Grow Your Subscriber Base
4 Network Optimization
5 Fixed Line
6 Multiplay
7 Wi-Fi
8 Sponsored Data
9 Future Use Cases
Introduction
At Openet we are obsessed with solving problems for our customers. In 2016 these
problems come down to a number of key areas, how do I get my customers to use more
data and boost their spend, how can I reduce churn and improve LTV, how can I grow my
subscriber base, leverage fixed line assets and Wi-Fi, launch sponsored services?
To provide the answers to these questions and more we have created a Propositions
Playbook with 100 use cases that will help boost an operators business. These include
examples from some of the world’s most innovative fixed and mobile operators, with
many new proprietary ideas that have not yet been deployed in an operator environment.
We pride ourselves on bringing the most innovative ideas to our customers and matching
that with the technical expertise to solve our customer’s problems.
INDEX

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1. Loyalty Data Offers
2. Pay on Time = Rewards
3. Poor Coverage Triggers Apology Offer
4. Monthly Refund Based on Unused Data
5. Tenure Based Grace Periods on Usage
6. Recurring Flex Plans
7. Spend Limits
8. Free Data Gifts
9. Zero Rated Mobile TV
10. Rollover Data
11. Roll-Under
12. Cross Sell
There are only a few things certain in this world, death, taxes and telecoms churn. Even
the slightest reduction in the monthly churn metric means enormous financial benefits
for the operator and an increase in the lifetime value (LTV) of their customers. Why is
churn reduction so important? Lower churn = longer lifetime value. The average LTV of an
AT&T & Verizon customer in the US is circa $3,000 over a 4 year lifetime. With over 100m
customers in their base this is big business. This chapter seeks to provide ways to reduce
that churn % and drive up LTV.
Loyalty Data Offers
It’s true that everybody loves free things. We all want to get something for nothing but
rather than a carte blanche giveaway of mobile data why not link this to the subscriber’s
mobile birthday. When a customer hits 1 year of tenure an operator could provide them
with a 1GB bonus for a 1 month period. It makes sure the customer feels the love when
they are potentially reaching the end of a 12 month contract. If an operator is lucky
enough to have a subscriber for 2 years, trigger a 2GB data bonus on the 2nd birthday,
3GB on the third birthday and so on. KDDI’s mobile brand Au in Japan has this offer in
place and it looks like a winner.
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CHAPTER 1 – REDUCING CHURN AND INCREASING LTV

1
Pay On Time = Rewards
Mobile operators who are seeking to boost the amount of customers who pay their
bills on time can reward on-time payers with bonus data. This will not only reduce an
operator’s bad debt bill it will make sure customers stick around longer and consistently
pay their bills on time. Boost Mobile who are a sub brand of Sprint in the US have
instituted this with great success. For a low direct cost, from a bandwidth point of view,
they reduce their churn and increase their money in the bank.
Poor Coverage Triggers Apology Offer
In the connected consumer survey from Analysys Mason in 2015 poor mobile coverage
is listed as the second highest reason for churn behind poor customer service. Tracking
dropped calls and acting on the poor experience in real-time is an easy way to mitigate
customer anger. For example, if a customer is seen to have dropped 5 calls in a 1 hour
window, this triggers an offer of a free bundle of airtime minutes. This is very relevant
for lower ARPU markets where unlimited voice is not the norm. In developed markets
we take it for granted that voice is unlimited but many operators in low ARPU market
still offer small bundles of voice minutes. This type of poor experience triggered offer
will enhance customer perception of the operator, even if their coverage in a particular
location is less than stellar.
Monthly Refund Based on Unused Data
Using billing as a differentiator and a way to reduce churn may not seem very sexy but
if anyone can pull it off it's Google. Project Fi is Google's long-rumoured program to
provide fast and easy cellular service directly to phones. One of the most innovative and
churn busting elements of the offering is the way it bills you for the service. Project Fi
differentiates itself in billing primarily with data refunds and no extra overage charges.
For example if you paid $40 for 4GB of data in a month, but only used 2.5GB, you'll be
refunded $15 for the 1.5GB you had paid for and not used. That $15 comes up as a direct
credit on your next bill as the top line item. This may seem a little like Rollover Data but its
dollar and cents to the customer rather than Mb in their pocket.
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Tenure Based Grace Periods on Usage
Many operators to this day lack the ability to charge for real-time data so if a customer
exceeds their bundle allowance they may not be able to charge for this overage. Many
operators block or throttle their customers when they reach their limits but what has
not been deployed or at the very least publicized, are operators giving customers a
grace period. Take a customer on a 1GB plan as an example. They reach their limit and
are blocked or throttled, neither palatable outcomes for the operator or customer. If an
operator could put in place grace usage amounts based on tenure this would be a very
customer centric move. Example: Customers who have 1 year of tenure get a 10% grace
amount on their data bundle so a 1GB bundle customers gets 100Mb to play with if they
reach their limit. This % grace amount increases with tenure. This is a subtle tweak on
the loyalty data offers use case from KDDI but could give the operator a nice marketing
message.
Recurring Flex Plans
Giving customers a fixed amount of data can have the effect of limiting subscriber data
usage. Bell Canada has a really innovative structure for their tablet data plans. When you
sign up, the amount billed at the end of each month is dependent on the amount of data
consumed in that given month. This has the dual benefit of giving customers flexibility in
the amount of data they can consume without the fear of huge overages. The customer
will be aware at sign-up of the bill increase applicable on the next tier. When messaged
clearly at the outset this structure has the potential to reduce operator churn.
Spend Limits
An oldie but a goodie they say. Allowing customers to set limits on their monthly spend
via a mobile self-care app is a tried and tested way of giving cost conscious promiscuous
customers certainty on their mobile bills. Avoid this use case at your peril as not every
subscriber is going to add a number of devices and spend $150 dollars a month on their
mobile.
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Free Data Gifts
Offering customer bundles of free data can be a great way to publicize a new service
launch. T-Mobile Netherlands used this to great effect in November 2015 by giving
all new and existing customers 4GB of data to celebrate their nationwide 4G launch.
Customers raved about the freebie on social media; T-Mobile also added a nice wrinkle to
the offer by allowing customers to gift their 4GB of data to a friend or family member.
Zero Rated Mobile TV
Multi-play providers who have access to TV content have been making good inroads with
mobile TV offerings in their mobile base. A1 in Austria charges customers €4.90 a month
for access to their mobile TV offering. What makes it a real value-add for their subscribers
is that the usage is zero rated and doesn’t reduce their monthly data allowance. This
type of zero rating plays very well with customers and gives them another reason to stick
around with that operator. T-Mobile in the US have had great success with the Music
Freedom and BingeOn zero rated offerings and we will cover these in the net add drivers
chapter of this booklet.
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Rollover Data
Rollover Data was the runaway winner in the most popular new proposition awards of
2015 (we made those up!). Its popularity was seen with the success of the T-Mobile
Data Stash proposition, which was quickly copied by AT&T. Rollover Data is a concept
that allows a customer to take the data they don’t use in a given month and rolls it over
onto the next month. As part of its rollover proposition launch in Australia, Virgin Mobile
conducted research into 1,000 consumers with the following findings
yy 94% of Australians think it’s unfair that something they have paid for is taken away
with no second chance to use it
yy 95% wish they could hold onto their unused data
yy 93% said that having the ability to rollover data would be of value to them
All of those responses are as you would expect and that is the reason it has been such
a success among operators, customers love this proposition! T-Mobile US reduced post-
paid churn from 1.73% in Q4 2014 per month down to 1.3% in Q1 2015 much of it attributed
to allowing customers to roll over their data.
Roll-Under Data
If you take a winning consumer proposition, turn it upside down, does it still make sense?
In the case of Roll-Under Data it absolutely does. As with all great propositions, its genius
is in its simplicity. Not only can you rollover unused data into next month you can also
borrow data from next month if you exceed your limit. This was launched in South Korea
by KT Telecom and they called it ‘Data Push and Pull’. Since launch it has been a runaway
success, not only will it reduce churn it is also driven by net subscriber additions. As of
July 2015 KT, the nation's second-largest mobile carrier, said it has attracted over 1.5
million subscribers to data-based rate plans two months after they were made available.
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Cross-Sell
Multi-play operators and the dogs on the street know that the easiest way to drive
down churn from an operator’s perspective is to sell them more services. The more
services that a customer has with an operator the less likely they are to leave. Whether
this is down to a better customer experience or it being too much hassle to move 4
services, the net benefits are the same, customers stay longer and spend more. A central
European operator released their 1 product, 2 products, 3 products, 4 products churn
rates which outline the reasoning why operators push this type of upsell; 4p churn was
2.5% per year versus 21.7% for single play mobile.
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13. Roam Like Home Offers
14. Upsell Mobile TV for a Fixed Price Per Month
15. Shared Data Family Plans
16. Shared Data Multi-Device
17. Social Media Specific Passes
18. Time of Day Passes
19. Roaming Specific Data Passes
20. Speed Tiers
21. Once Off Speed Boosts
22. Free Allowance for All
23. Data Gifting
24. Lifestyle Bundle of Apps
25. Bite Size Mobile Data Plans
26. Prepaid Credit Instead of Change
27. Time Based Plans
28. Direct Operator Billing
29. In-App Charging
30. Advanced Notification Channels
Operators in developed markets have written off Voice and SMS as future drivers for
growth and put all their chips on data as the future of mobile revenue. However, operators
are starting to see a slowdown in the rate of mobile data growth. Vodafone data volumes
in Netherlands, Greece and Portugal actually decreased in Q4 2015 which is astounding
when you factor in that mobile usage during the holiday period should be on the up and
up. 100% growth rates in mobile data consumption seem to be a thing of the past and are
a trend operators need to get ahead of. So how can operators boost data usage growth
and consequently data ARPU? This chapter outlines the best tools to use.
CHAPTER 2 - BOOSTING DATA USAGE AND DATA ARPU

2
Roam Like Home Offers
According to the E-Communications and Telecom Single Market Household Survey
from the EC in 2014, only 18% of people activate a special roaming offer from their home
operators. In addition only 8% of subscribers use their devices in the same way abroad as
they do at home, presenting a huge opportunity to an operator to boost usage rates. The
EU regulation coming into force in June 2017 will ensure customers pay no extra charges
when consuming Voice, SMS & Data services when in an EU country, but customer
behavior needs to be challenged to ensure they start using their phone abroad. During
the short window between now and June 2017, operators have a chance to steal a march
on competitors with ‘roam like home’ offers, which allow subscribers access to their
domestic allowance abroad for a daily or weekly fee. Ooredoo in Oman use this to great
effect for customers travelling in the UAE who can activate the offer for a once off fee.
Recurring charges can also be put in place for this type of access. A final option is to take
the Free France model and include roaming usage in their top tier post-paid plans.
Upsell Mobile TV for a Fixed Price Per Month
Omnitel launched Mobile TV in June 2014 and provided access to this service to their
customers on post-paid plans. There was no additional charge for the service but by
viewing mobile TV on their data plans this usage counted towards their overall usage
allowance. This use case is a slight tweak on the A1 Austria example in the churn
management chapter but an interesting approach to boosting subscriber data usage
nonetheless.
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Shared Data Family plans
Shared data plans swept through North America in 2012 with significant success rates.
Verizon changed their reporting terminology from ARPU (average revenue per user) to
ARPA (average revenue per account) in order to take a broader view of actual subscriber
revenue performance. In 2015 AT&T reported a 72% year on year increase in Mobile
Share Accounts which represent more than 70% of their post-pay base, of which 20% are
15GB or larger (AT&T Q1 2015 Financial Report).
Different age groups use different amounts of data and Australian operator Optus is using
this information to be innovative with their shared data family plans. They realized that
around 68% of subscribers on their My Plan were using less than 50% of their monthly
data allowances while 18-20 year olds use 2.7 times more data than those over 45 years
of age. Their Family Sharing offer allows subscribers to pool their data to maximize
their mobile plans and consolidate their bills resulting in a superior experience for their
subscribers. What it means for the operator is they gain additional devices & subscribers to
data plans which they would not have had before, boosting overall spend per customer.
Shared Data – Multi-Device
As more data enabled devices come on stream, the opportunities to generate revenue
from these additional devices grows further still. Offering unlimited Voice & SMS with
the monthly plan cost, linked to data bundle size, is becoming the default proposition for
operators in the US and Western Europe. The larger the data bundle, the greater the cost,
but this also applies to additional devices being added to a customer’s account. When an
operator charges a monthly fee for each additional device this future proofs their revenue
stream, as the more devices that are added, the greater the data bundle required. As
the number of devices and data bundle size increases, so does average ARPA. Verizon
have increased their device per account ratio from 2.4 to 2.8 since launching Shared
Data plans in July 2012. The range of devices that are data enabled is moving far beyond
smartphones and cellular enabled tablets. Devices like cameras, game consoles and
connected cars can now be added to a customer’s data plan.
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Social Media Specific Passes
In a mobile market like Egypt where mobile ARPU’s is less than €3, innovation is more
a necessity than an option. Social Media specific data pass upsells are quite common
in developing markets and Mobinil have a nice implementation of this with their ‘Extra
Social Pass’ for EGP5 per month (€0.57c). This includes 500Mb of access to Facebook,
Twitter, WhatsApp and SnapChat. Even if you use up this 500Mb you can continue to
access these specific services at a data speed of 64kbps. DU in the UAE launched The
‘Easy Social’ package which provides DU customers with access to Facebook, WhatsApp,
Twitter and LinkedIn for free with every recharge, a prepaid account holder wanting to
benefit from this will need to obtain a new SIM. The more they top up by, the more free
days they get.
Time of Day Passes
Offering specific data passes for different parts of the day can be used to drive network
utilization at quiet periods of the day, but it can be a solid data revenue driver also. As the
worlds most advanced LTE market, South Korea has always been an innovative mobile
market. SK Telecom launched an unlimited data pass for commuters for $8 per month
for use from 7-9am & 6-8pm Monday to Friday. This was a creative way to tap into the
commuting segment of their base and generate additional revenue from a high value
portion of their subscriber pool.
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Roaming Specific Data Passes
As we edge closer to June 2017 and the abolition of roaming charges for EU citizen’s,
operators are becoming more innovative in their roaming offers for their customers. EE in
the UK have an EU Data Pass which gives them 100Mb of data usage for £3 a day. If you
use more than 100MB data during a day, you’ll be able to continue using data at a slower
speed at no extra charge, up to an additional 400MB a day. This type of cost certainty is
a winner in a very price competitive market. Customers on higher cost post-paid plans
already receive free calls and SMS when in Europe. According to the E-Communications
and Telecom Single Market Household Survey
from the EC in 2014, only 18% activate a special
roaming offer from their home operators. Only
8% of subscribers use their devices in the same
way abroad as they do at home presenting huge
opportunity to an operator to boost usage rates.
Operators need to find new ways of boosting
take-up of roaming passes like the ones being
advertised by EE. (Pushing location based roaming
offers when a customer is in an airport before they
fly will drive a much higher conversion rate than the
automated SMS that barely any customer reads.)
Speed Tiers
Operators with a significant network quality advantage over their competitors have an
opportunity to press home this advantage with the use of unlimited data and speed tiers.
This model is quite common in LTE rich Scandinavian countries with Elisa Finland being
one prominent example. In 2012 Swisscom launched speed tiers with unlimited voice/
text and data with tiers differentiated by speed. After an initial period of ‘right grading’
by subscribers, Swisscom speed tier customers have been shown to have a significantly
higher ARPU (€6.6 per month) than subscribers on legacy plans.
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Once off Speed Boosts
When promoting content, particularly video-based offers, quality of service is paramount.
In their 2013 predictions report, Yankee Group reported that 31% of users of advanced
data services would be willing to pay a premium for higher speeds on demand*. They
predicted the increased use of ‘turbo boost’ services, where subscribers would pay
for a limited increase in data speed. Although this use case has not seen widespread
implementation in operators, having the ability to offer subscribers speed boosts whether
free or charged is a nice use of PCRF capability in an operator.
*2013 Mobility Predictions: Time To Place Your Bets Yankee Group report
Free Allowance for All
Operators in developing markets have used a freemium model to get subscribers
accustomed to using mobile data. The idea being is that once they get a taste for
accessing their favorite services on the go they will progress to paid subscriptions
beyond the initial free allowance. A nice example of this was in AIRTEL INDIA who
introduced a promotion for Airtel Pre Pay users, from December 2013 to the end of
January 2014, with up to 30 MB of mobile data for Facebook access.
Data Gifting
Although many customers exceed their data limit on a monthly basis there is a large
quotient of customers who consume less than 50% of their allowance. This presents an
opportunity for the provider to offer data gifting functionality to its subscribers. In January
2015 Etisalat in the UAE introduced a data
gifting service that allows its mobile customers
to send a data bundle to anyone on the same
network by paying for the data bundle on behalf
of the person. As a gift from the operator when
one subscriber gives a data gift to another
subscriber Etisalat gives them a 10% bonus.
E.g. If a person gifts 1GB to another subscriber
they receive 100Mb of free data. This is a very
innovative use cases that has the dual benefit of
boosting subscriber satisfaction of the ‘gifter’ and
encouraging data usage for the ‘giftee’.
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Lifestyle Bundle of Apps
An interesting approach to mobile data bundling has been instituted by Globe
Philippines. They are moving more towards matching their mobile data plans to their
customer’s lifestyles and have launched a wide range of bundles across different lifestyle
segments. The bundles are split by things like Navigation, Chat, Photo, Work etc. and
include a range of services in each bundle all zero rated for that period. For example
Navigation zero rates AccuWeather, GrabTaxi and Google Maps among others. This is a
really innovative way of giving customers what they need while boosting ARPU.
Bite Size Mobile Data Plans
Many operators are not getting basic data revenues as many cost sensitive subscribers
use free Wi-Fi as their primary means for mobile data communications. Some operators
are offering low cost, micro level service passes in order to encourage people to use
cellular data and not only Wi-Fi. Subscribers are enticed by the convenience of not
having to search out free public Wi-Fi, as well as the low cost of the service passes.
MTN South Africa provides 1 day, 3 day, 5 day, 15 day and 30 day service passes, aimed
at subscribers who want to use a set amount of data within a short period. The service
passes range in quota allowance and cost to meet the varying needs of their subscriber
base.
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Prepaid Credit Instead of Change
Throughout this document we talk about how innovation is a necessity rather than an
option in low ARPU markets, below is a fantastic example of innovation in practice. It was
highlighted by the McKinsey group at LTE Asia Singapore in October 2015 and details
how Vodafone Egypt’s new Fakka concept, allows small mum & pop stores to distribute
prepaid vouchers instead of small change to consumers for their daily purchases. This
boosted ARPU by 7% and was a great example of innovative propositions targeted at the
right base of customers at the right time.
Time Based Plans
What’s easier to communicate to a subscriber, a minute or a megabyte? Try as they might
many operators have failed to communicate the value of a Megabyte or a Gigabyte. Bell
Canada offers 5 hours of viewing with their Mobile TV proposition for $8 per month.
Subscribers can easily understand this proposition and break it down to circa 10 minutes
a day. A nice additional implementation of this would be to offer 1 hour, 8 hours, 24 hours
of data access without metering. This proposition is a sure fire way of boosting ARPU.
This approach worked for operators in the voice space for many years and still does in
developing markets.
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Direct Operator Billing
Direct operator billing enables digital content to be easily billed via a one-click-payment.
Once charged, the cost is added to the customer’s next bill or deducted from their pre-
paid credit. The operator receives a portion of the charged fee, helping to grow their
digital services-driven revenue. This model has moved on a lot from the ringtone billing
days and a nice example of this is in Malaysia, where Maxis has launched this for Google
Play app purchases.
In-App Charging
In-app charging is where traffic is charged/rated differently when triggered from within
an App to general traffic. For example zero rating video traffic that’s triggered from
within a social network App, but not when the video is directly accessed outside the
app. Operators can reduce their revenue exposure in a scenario where they offer
free Facebook but a customer is watching a lot of embedded YouTube video on
their Facebook App. This prevents any abuse of the proposition and provides upsell
opportunities to the operator who can push an offer to the subscriber of a YouTube pass,
for example when they attempt to access a video from within the Facebook App.
Advanced Notification Channels
While the focus of this chapter is on new propositions
to boost subscriber data usage and ARPU, the means
by which an operator speaks to their customers
is also of critical importance. Traditional channels
like e-mail, SMS & USSD are being augmented by
Google push notifications (GCM) and the Apple
push notification service (APNS) on smartphone.
The next generation of notifications is now upon us
with in browser notifications from Google Chrome
and the World Wide Web Consortium (W3C) working
on a push API, which enables the sending of a
push message to a webapp even if the customer
is inactive on that particular site. This would allow
operators to send usage notifications to customers
when they are surfing on a laptop/PC even if they
don’t have their self-care portal active. EE in the UK
have the ability to send customers notifications on
their EE TV set-top box which provides a further way
to reach their subscribers.
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31. Usage Notifications and Bill Shock Control
32. No Overage Charging
33. Allowing Device Tethering
34. BYOD- Split Personal and Business Traffic
35. Combined Data Tiers + Unlimited Model
36. Unlimited Video & Music Streaming
37. Inclusive Roaming
38. Unlimited Roaming at Reduced Speed
39. Connected Car Data Bundles
40. Mobile TV For All – even Non Customers
41. Loyalty Programs For All – Even Non Customers
42. Build Your Own Mobile Plan
In saturated markets, gaining brand new subscribers to your network is not only difficult
it is also very expensive! The table below is taken from an analysis of Sales Acquisition
Cost (SAC) and Sales Retention Cost (SRC) by the telecoms consultancy Tefficient from
Q1 2015. Some operators are spending one quarter of their total mobile revenue on
subscriber acquisition. Much of this can be attributed to device subsidies and marketing
costs but the drain on operator’s resources is substantial.
To help keep SAC costs down we have pulled together a list of use cases that can help
drive up net subscriber additions and provide some differentiation between you and your
competitors.
CHAPTER 3 – GROW YOUR SUBSCRIBER BASE

3
Usage Notifications and Bill Shock Control
The customer experience arm of KPMG (Nunwood) penned research on the topic of
customer experience. They divide an “excellent customer experience” into 6 key pillars:
Personalization, Integrity, Time & Effort, Expectations, Empathy and Resolution. One of
those key pillars is Integrity so in essence being trustworthy and engendering trust. One
of the key ways to engender trust is to ensure customers are being charged the right
amount in real-time with no nasty shocks at the end of the month. Putting in place real-time
notifications for customers about to exceed their limit ensures customers are always aware
of what they are being charged. It’s a hygiene factor for most customers at this stage but
the list of operators who don’t have this already in place would surprise you! Comcast put
in place a trial for a $10 dollar charge for customers who exceeded their 300GB limit, in
Q4 2015 in certain markets and it did not go well. Customers complained that they were
tracking their own usage and it did not match what Comcast was telling them. Comcast
later admitted their usage charging was only 94% accurate and shortly after abandoned
the trial.
No Overage Charging
A customer is a precious thing. Difficult to acquire, even harder to keep but when you
get it right they can be a tremendous asset. Operators for many years were wedded to
overage charging on customer bundles as it gave them a short term bump in revenue
which they became addicted to, this was without any consideration of the impact on
customer lifetime value. It’s symptomatic of society and corporations in general as
CEO’s live to show quarter on quarter revenue growth. In terms of priorities operators
want to protect their customers that are worth $3k over their lifetime (in Verizon’s case)
rather than an extra $3 or $4 dollars in overage charging! In the case of mobile when a
customer hits their usage limit, bump them down to 2G speeds and zero rate the traffic.
The customer still has access to data if they really need it, has the option to purchase an
upsell pass and the operators revenue exposure is low.
Allowing Device Tethering
Should an operator have proper data usage tracking, notifications and bill shock control
in place there is no realistic argument for blocking device tethering. Operators who
have unlimited plans in place may want to block device tethering to avoid abuse but
this construct is more a minority in 2016. It is more effective to monetize tethering via
smartphone per-MB charges than it is via dedicated per-MB plans for tethering as the
price or revenue-per-MB ratio will typically be far higher on smartphone data plans
compared with dedicated connected device or tethering data add-ons. Customers who
utilize their entire data bundle regardless of device type gives an operator a chance
to upsell additional data passes and thus boost revenue. Allowing device tethering is
something you should change now, if you haven’t already done so.
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BYOD- Split Personal and Business Traffic
Bring your own device may be aimed more at enterprises but there is value here for the
enterprise as well as the end user of the service. If an operator has the technical solution
in place they can establish a VPN tunnel to separate out corporate vs. personal usage.
This allows the employee to claim back the work portion of their mobile usage without
issue and proves a cost saving mechanism for the enterprise as they may have been
covering all employee mobile usage up until that point. An operator who can successfully
deploy this functionality will see a flood of new enterprise customers. Expect to see
plenty of this in 2016.
Combined Data Tiers + Unlimited Model
Earlier in this book we spoke about how the majority of operators have moved away from
offering unlimited mobile access. But what if there was a way to have the monetization
benefit of a tiered data structure plus the bonus of an unlimited data message above the
line? It turns out there is and it is extremely successful. Bite in Latvia has a very innovative
tiered data structure. In its baseline tiers they have zero rated access to Facebook and
Viber amongst other services and the volume allotment for the 3 tiers ranges from 5Mb
up to 3GB. Their space tier of service which is their most expensive at €15.80 per month
(more than triple the average ARPU in Latvia) they offer unlimited data. This does a
number of things: it allows Bite to advertize an unlimited mobile data message, which
provides differentiation to their competitors boosting net ads and it encourages existing
customers on lower or middle tiers to upgrade to the unlimited tier. From Q2 2014 to Q2
2015 they boosted their subscriber base by 6% and grew mobile revenue by 11%. Who
said you can’t have the best of both?
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Unlimited Video and Music Streaming
T-Mobile USA has gone on a crusade in the past couple of years and turned itself into a
self-titled ‘Uncarrier’. This means bucking the trend from an operator point of view and
solving customer pain points with well targeted propositions that customers love. Two of
these propositions are ‘Music Freedom’ and ‘Binge On’. Essentially this means the zero
rating of music streaming and video services on its network. P3 Group did an analysis of
the Binge On proposition and they deem it a win-win-win for customers, video providers
and T-Mobile. How is this so? Well customers are spending 15-50% longer on video
apps so they are getting more from their mobile service, video providers are benefitting
from the increased usage of their video services and T-Mobile? They have grown their
subscriber base from circa 38m in Q2 2012 up to 62m in Q2 2015 while keeping ARPU
levels flat. The reason they have been able to keep ARPU levels flat is that they only offer
these zero rated music and video streaming propositions to their middle and higher level
tier customers. As the video rate quality for Binge On services achieves about 60% of
their quality pre Binge On, T-Mobile has successfully managed to carry more video traffic,
while maintaining or even decreasing the load on its network.
Inclusive Roaming
As outlined in a previous chapter no extra roaming charges will apply for Europeans
travelling in the EU as of June 2017. Some operators are using this intervening period
of circa 18 months to use inclusive roaming as a differentiator in the market place. The
logic is that you forgo the roaming revenue in the EU between now and June 2017 but
if promoted in the right way it will lead to a boost in net subscriber additions, which will
make the operator more money in the long run. It’s a bold move and it’s great to see
operators trying this out and not being wedded to the short term EU roaming revenue
that will soon be confined to history. Two examples are the maverick brand Free in
France and Telia in Sweden who are eliminating roaming fees in the Baltics and Nordics
for their customers.
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Unlimited Roaming at Reduced Speed
It’s not the first reference to T-Mobile USA in this book and it probably won’t be the last
but they have launched a nice roaming proposition as part of their Simple Choice Post-
paid plans. They include “unlimited” Mobile Data and SMS roaming to 12 countries. But
standard speeds are throttled to only 128 Kbps. According to a statement from the carrier
in June 2014 only 1% of their customers upgraded to higher speeds for an additional
charge so customers seem happy to just refresh their Facebook feed from time to
time or check email. This gives them a massive differentiator from AT&T & Verizon who
historically have charged very high rates for roamers outside the US.
Connected Car Data Bundles
13% of buyers are no longer prepared to even consider a new vehicle without internet
access and more than a quarter already prioritize connectivity over features such as
engine power and fuel efficiency. This is according to a survey from McKinsey and
Company in late 2014 with 2,000 new car buyers from Brazil, China, Germany and the
United States. In March 2015 AT&T announced a partnership with Audi to provide LTE
SIMs to deliver data connectivity to their Connected Car platform for their entire Audi
2016 range. AT&T currently offer two connected car packages for the 2015 A3 sedan,
one 5GB 6 month plan for $99 or a 30GB 30 month plan for $499. The connected car
platform offers data enabled services including navigation, streaming and high speed
access to internet including up-to-the-minute traffic information, semi-dynamic route
guidance, over the air map updates, internet radio, social media and personalized RSS
news feeds to name but a few.
TM
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Mobile TV for All – Even Non Customers
Creating a relationship with a prospective customer on another mobile operator’s
network can be very difficult to do. Most operators throw money at above the line
advertizing with price discounts and emphasizing their superiority but much of it falls on
deaf ears. Swisscom took an innovative approach this year when they launched their
mobile TV product to their own subscriber base and to everyone else’s as well. Swisscom
customers had this usage zero rated on their plans. Non Swisscom customers were able
to download the app once they signed up via Facebook. This gives the brand a wonderful
halo effect over the non-Swisscom customers in the market. The Facebook sign-up
allows Swisscom to market to these customers and tempt them away from their existing
operator over time. In 2015 despite fierce competition with cable network operators, the
number of Swisscom TV access lines rose year-on-year by 166,000 or 14.2 per cent to
1.33 million, over 60 per cent of which use the cloud-based service Swisscom TV 2.0. An
overview of what’s included for all subscriber types can be seen here:
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Loyalty Programs for All – Even Non Customers
Three Ireland have a really nice rewards app for their
customers to boost customer satisfaction and loyalty.
Read about what’s included here:
All 3Plus customers get exclusive access to 3Arena
and to Ireland’s top music festivals, like presale tickets
available 48 hours before general release, be first in
line with Three Access Queue, and get on the guest
list at Bar Neon in 3Arena. There are money-can’t-buy
experiences for Rugby and Football, discounts and offers
from top Irish brands such as Insomnia and iclothing.ie.
3Plus gives you access to exclusive competitions to meet
your favorite band or get you closer to the Irish Rugby or
Football teams.
For a limited time in Q4 2015 they opened up access to
this app to any Irish mobile customer even if they weren’t
on the Three network. This creates the same marketing
channel for Three as in the Swisscom Mobile TV example
outlined previously. This is a really innovative way to
begin that conversation with a non-customer. Those non-
customers who signed up for the app are much more
likely to consider Three for their next mobile network move. With a 4.4 Google Play app
store rating it looks like Three have hit a home run with this one.
Build Your Own Mobile Plan
Build you own mobile plan threatened to take off in a big way in 2013 with the success
of the It’s On company Zact being bought by Sprint but it’s influence has waned and not
gained much market traction. Customers are looking for more flexibility in their offering
and one way to differentiate is to allow customers set the limits on what they require for
Voice, SMS & Data. A recently launched MVNO in Ireland ID Mobile have launched in this
way. We will watch with interest if it takes off in the market.
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43. Fair Usage Enforcement-Throttle/Block
44. Tethering Blocking
45. Blocking/Shaping of P2P Traffic
46. Video Optimization
47. RCAF/Congestion Management
48. Legacy Network Decommissioning
49. Flexible Pricing by Device Type
50. Encourage Usage in Low Utilization Cells and New 4G Locations
Fair Usage Enforcement – Throttle/Block
The first generation of PCRF use cases and its importance to this day is still felt. Every
time a headline flashes up talking about operator bill shock from a domestic or a roaming
scenario, my first thought is ‘does that operator have real-time charging and an ability
to enforce fair usage in real-time’? When a customer hits a volume or a spend limit,
having the ability to throttle or block this customer in real-time reduces bad debt and can
increase customer satisfaction. You may think, surely that doesn’t happen in 2016 but in
February 2016 a UK man ran up £18,500 of data roaming usage in just one day while in
Moldova on business. Belittle this use case at your peril!
Tethering Blocking
As outlined in the Net Ad Boost chapter allowing tethering on mobile data is now the
default positioning for operators provided they have real-time charging and alerts in
place. The more data a consumer uses in a tiered data model the more they spend. But
what of those operators who are giving customer’s unlimited mobile data? Particularly
in the Nordic region they offer unlimited 4G mobile data and compete on speed and
network quality. In this instance allowing tethering and portable hotspots leaves the
offering open to abuse and reduces upsell opportunity for additional SIM’s. Having
the ability to block tethering in this construct will ease network congestion and protect
operator revenues.
CHAPTER 4 – NETWORK OPTIMIZATION
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Blocking P2P Traffic
There are 2 key reasons for operators to block P2P traffic and file-sharing, the first one
is because it’s mandated by the courts as in the Irish case. The second is that customers
who use torrents and share files of music and content can hog a lot of bandwidth and
drag down average speeds for the entire base. Being able to identify and manage this
traffic on both fixed and mobile networks is important as it gives operators the flexibility to
throttle this traffic during busy periods but allow it at its full speed during off-peak periods.
This keeps the bulk of the operator’s base happy as they have consistent speeds at peak
times and it allows the file sharers of the world to download their content during off-peak
times.
Video Optimization
By introducing a 3rd party video optimization node the operator can impose dynamic
optimization techniques based on a wide range of criteria (price plan, time of day, device,
location). Optimization techniques can reduce the impact of video content on the network
by 40%-50%. T-Mobile in the US introduced Binge-On, which zero rated access to a wide
range of video services. The stipulation attached to this offering was that the available
bandwidth for these services decreased to about 60-75% of pre Binge-On levels*. This
proved a triple win as consumers initiated about 5-10% more app sessions for services
covered by Binge-On like Netflix, content providers achieved longer viewing times for
their content while T-Mobile managed to carry more video traffic while maintaining or
even decreasing the load on its network.
* P3 Insights Separate T-Mobile “Binge On” Fact from Fiction January 15th 2016.
RAN Congestion Awareness Function (RCAF)
As the 3GPP standards evolve so too does the technology to control RAN Congestion. In
order to improve overall mobile network performance, policy control technology needs
to detect cell congestion dynamically, in order to help determine and optimize policy
decision execution. By detecting cell congestion in real time, PCRF’s can interwork with
network probes to detect service degradation. When congestion is detected business
logic can be implemented to provide intelligent subscriber and network aware analysis
to trigger contextual information to the PCRF and/or ANDSF for subscriber control
decisions. This latest advancement in the 3GPP space is called RCAF or RAN Congestion
Awareness Function and provides operators with a standards compliant tool to battle
congestion.
Number of Sessions Ration Sessions Duration Ratio
Average Number of App Sessions per User & Day Average App Sessiosn Duration
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Legacy Network Decommissioning
VoLTE is what happens when CSPs allow customers to place a phone call over the LTE
network instead of the more common circuit switch network to move to an all IP packet
switch only network. By July 2015, 25 operators had commercially deployed VoLTE in 16
countries. This launch of VoLTE services has led people to talk about decommissioning
2G networks as circuit switch calls become obsolete. What makes this discussion
interesting is that 2G seems to be the defacto home for M2M & IoT traffic so there is
a chance that 3G networks get decommissioned before 2G does. A relevant example
pointing to this line of reasoning is Telenor Norway who decided to safeguard its 2G
network for their M2M market and who will discontinue its 3G network by 2020.
This is only one example; there are examples in APAC where 2G is being
decommissioned very soon. Singtel for example is shuttering its 2G network in April 2017
and reallocating the spectrum to support 3G/4G data. What is the impact to their base?
Today, there are about 3 per cent, or about 250,000 individual SIM cards in Singapore,
on 2G pre- and post-paid subscriptions. Telstra’s 2G network will be switched off in
December 2016. Currently it accounts for less than 1% of total traffic.
Flexible Pricing by Device Type
When we talk about network optimization the natural inclination is to think about how
we can reduce and manage network usage due to congestion. However, in a cycle
where 4G networks have boosted network capacity by multiples, network optimization
can apply to driving data consumption also. Operators who can track data usage by
device in real-time can analyze which devices drive the most data usage and promote
this device accordingly. Let’s take an example, if the Samsung Galaxy Note is the highest
per Mb consumption among all operator devices then the business case to more heavily
subsidize this device becomes easier to make. The more data that subscribers consume,
the more they will spend. This makes this type of additional subsidy worthwhile for the
mobile operator.
Encourage Usage in Low Utilization Cells & New 4G Locations
As operators move towards full 4G rollouts achieving a fast return on investment is crucial
to their profitability. As new 4G locations are rolled out a localized advertising campaign
may not be enough to stimulate demand and uptake. Using location based triggers from
the network the operator can send reduced price data packages to customers in the
new 4G cells. This type of location based offer not only boosts awareness of the rollout
it boosts network utilization and ARPU due to higher offer uptake. This type of offer can
also be triggered by low network utilization in more established cells. Using this type of
yield management approach perfected in the hospitality sector needs to become more
prevalent if operators are to continue to grow revenue.
IT'S TIME TO SAY GOODBYE OLD FRIEND
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51. Bill Shock: Real-time Alerts and Notifications
52. Bandwidth Volume Cap with Service Pass Redirect
53. Overage Charging
54. Access Type Policy for Fixed
55. Video on demand QoS
56. Audience Measurement – Advertizing Insights
57. Audience Measurement – Programming Insights
58. Audience Measurement – Content Negotiation
59. Network Insight
60. SIP/VoIP/IMS Enablement
The focus on network congestion for mobile is a very cyclical affair. Pre-4G, congestion
management products were very much in vogue as 4G networks creaked at the seams,
but with the additional capacity of 4G their importance has waned. However, with mobile
data increasing, for the most part at a rate of knots excess network capacity cannot be
taken for granted. But what of fixed line broadband networks? With the average usage
of Fibre Broadband in the UK being 190GB per month and growing 50% per year, can
they afford to take excess capacity for granted? My answer is no. In the next 1-2 years my
view is that fixed line operators will begin to implement the same type of policy controls
that have been utilized by mobile since the move away from unlimited. This chapter will
outline the range of tools that fixed line broadband and IPTV providers can put in place
to better monetize their networks quality. In this instance allowing tethering and portable
hotspots leaves the offering open to abuse and reduces upsell opportunity for additional
SIM’s. Having the ability to block tethering in this construct will ease network congestion
and protect operator revenues.
CHAPTER 5 – FIXED LINE & TV

5
Bill Shock: Real-time Alerts and Notifications
A central part of a policy system is the notification engine. Just as usage alerts,
notifications and upsells have been used in mobile for several years, with more fixed
operators providing tiered broadband options, it’s important that this capability is
offered to fixed services. Bill shock is not just the preserve of mobile services, and
arguably as the prize is bigger in multi-play, the impact that bill shock can have is
increased. For example, as all services are bundled together, the impact of bill shock on
a fixed broadband service could be the loss of a customer who uses fixed phone and
broadband, mobile and TV services.
Bandwidth Volume Cap with Service Pass Redirect
Pushing notifications to a subscriber about them having exceeded their limits is just one
part of the puzzle for fixed line operators. Enabling customers to purchase additional
volume is crucial part of a great customer experience for fixed line broadband. You might
say that providing unlimited bandwidth on fixed is a great customer experience but the
last time I checked CSP’s were not charitable organizations. When a subscriber hits their
usage allowance on fixed line an operator has a couple of different options, allow them to
consume additional data at a set price per Mb, push them an upsell offer to a higher tier
or push them a time bound volume pass for them to consume until their bill cycle resets.
Giving customers the tools to do this type of upsell via self-care app/online portals is
crucial to reducing the cost of handling these queries via call centre.
Deliberate Overage Charging
In the previous example we outlined that an operator does have the option to charge
customers an overage amount for each Mb consumed above and beyond their monthly
limit. If an operator is not able to track fixed line broadband usage in real-time, this leave
their customers open to significant bill shock. SuddenLink a cable company based in
St. Louis announced that in Q3 2015 that their revenue had increased by 3.6% YoY. This
increase was largely attributed to overage charging on fixed broadband. Suddenlink
charge customers an additional $10 for each 50GB over their limit they consume.
Although this approach has the potential to grow short term revenue, customer reaction
must be gauged quite closely to avoid strong backlash that has been seen is some of its
contemporaries.
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Access Type Policy for fixed
In the mobile world different policy rules can be set based on the access type the
customer is connected to. For example the rules you can put in place on 4G can be
different to that on 4G and 4G. If we take this principle we can also apply this to fixed line
services. Operators can define different rule sets for access types in the home such as
Femto Cells and IPTV. They can have their own policy rule in order to avoid throttling and
offer high QoS as required.
Video On Demand QoS
For multi-play operators who offer IPTV they
often feel hamstrung into offering 1 tier of
viewing quality because they don’t have the
technical capability to differentiate SD & HD
on IPTV platforms. For example if you have
a standard definition IPTV subscriber who
wants to purchase an on-demand movie in
HD, this option is often not available. Turning
up and down the QoS on IPTV can lead to
a bump in one off HD movie rentals but can
also trigger a customer to purchase the HD
subscription outright.
Audience Measurement-Advertising Insights
For years Cable Companies or MVPD’s (Multichannel Video Programming Distributors)
as they are clumsily titled, have relied on sample audience viewership data from Nielsen
or their equivalents. In an era where data is king, not knowing the intricacies of your
customers viewing habits in real-time puts MVPD’s at a disadvantage over their data rich
OTT competitors. Gaining this detailed second-by-second measurement of the activities
performed by your cable TV subscribers opens up a lot opportunity for MVPD’s.
For example data relating to ad events and
correlated content may be sold to advertizers
to measure the success of their campaigns.
How would this work in practice? Let’s
take an example. If an MVPD knows that
customers are much less likely to channel
hop during an ad break during sporting
events, they can sell this information to the
networks which will allow them to gain a
premium price for their advertizing slots. TWC
rolled out their Kernel Connect solution for
advertisers in February 2016.
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Audience Measurement: Programming Insights
As we outlined in the previous example, MVPD’s, TV networks and content owners have
for years relied on Nielsen Sampling Data for them to assess the audience reach of their
programming. Tracking this viewership in real-time throws up a treasure trove of data with
the big winner here being the owner of the Insight, namely the MVPD. This data relating to
tuning events may be sold to programmers in order to make their scheduling more relevant.
Audience Measurement: Content Negotiation
Getting access to programming from content providers has long been a thorn in the side
of satellite and cable providers worldwide. The elephant in the room for cable operators
is the cost of programming. On average programming costs account for 59% of Video
revenue which is by far their largest operating cost. Viewership levels for TV networks
particularly in the US are falling but the price they achieve for their content continues
to grow. One cable operator in the US saw video revenue fall 1.3% Q2 2015 YoY but
programming costs are up 11% in the same period.
Coming to the table without highly granular real-time analysis of viewership behavior and
patterns is like bringing a knife to a gun fight. There will only be one winner as seen by
the viewership down, content costs up conundrum outlined above. If a cable company
can identify poor performing channels with low viewership they can either renegotiate
carriage or even drop the service if it’s unlikely to cause much customer consternation.
Bringing this real-time viewing measurement to the negotiating table puts cable providers
in a far better negotiating position making that content gamble a little bit safer.
Network Insight
The biggest PPV event of 2015 and maybe even of all time was the Mayweather Pacquiao
boxing fight. Due to the unprecedented demand many cable operators struggled to
provision customers on time to watch the PPV which they had paid handsomely for.
Keeping customers informed in this type of a scenario is crucial to avoid a widespread
social media backlash. Having these communications
automated in real-time keeps customers informed
off the overloaded customer care lines. Let’s take an
example: If a PPV, session begins to fail Network Insight
observes failing QoS, directs Switched Digital Video to
use alternate Content Delivery Network (CDN) server.
If a remedy is not possible, Network Insight automates
an alert to send to the subscriber that there is a delay
in provisioning with an estimated delay of 15 minutes.
If the provisioning is not complete in this time, another
apology text can be sent. If the delay still remains after
the start of the PPV a refund can be issued.
SIP/VoIP/IMS enablement
Openet enables a standards solution, for the introduction of the next generation of
voice, video and other real-time multimedia (IMS) services. Openet Policy Manager helps
operators deliver a superior subscriber experiences for voice and Rich Communications
Services (RCS) over an all-IP network. This is done by providing Dynamic QoS (new
service flows to WAG or Cable Modem with softphone) during the call. This ensures that
even during periods of fixed broadband congestion VoIP call quality will not be effected.
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6
61. Parental Controls
62. Shared Data Across Multiple Networks
63. QoS, QoE Management and Customer Experience
64. Turbo Boosts for Faster Downloads
65. Upsell and Cross Sell
66. Content Partnerships
67. Sponsored Data
68. Quint-Play Bundles
69. Non-Monetary Upsell Tools
70. Fixed Broadband Outage = Free Mobile Data
A recent Openet White Paper from November 2015 outlined the importance of Policy
Manager in Multi-Play, Multi-Network world. From a technology point of view we tend to
look at use cases from a mobile or a fixed perspective only. When these worlds begin to
merge we start to see a whole new range of use cases being opened up for the benefit
of customers and operators alike. Multi-play offers more opportunities for marketing to be
creative as there are more elements to the offer than the traditional mobile bundle. Policy
can play a major role in the development, marketing and delivery of multi-play offers.
Service entitlements, parental controls, application based offers, shared services and QoS
pricing are just some examples of the use cases that enable marketing to differentiate
their offers and provide segmented and personalized propositions. This chapter seeks to
show the use cases that can be enabled for operators in a multi-play environment.
Parental Controls
Many individual operators will have launched parental controls for either fixed or mobile
in the past. For the enterprizing youth of today these controls were generally side
stepped by a young person utilizing their mobile data in a house where parental controls
are in place on fixed Wi-Fi. The same is true in the opposite scenario. A truly converged
parental controls solution for a Multi-Play customer would be a very attractive proposition
(for the bill payer, not their kids!).
Converged parental controls across fixed and
mobile would not only provide peace of mind to
the bill payer but it also provides an operator with
a monetization opportunity.
AT&T in the US have a smart limits package
on mobile costing $4.99 a month, which gives
parents the opportunity to limit the time of the day when their child’s mobile phone can
be used, the number of texts per billing cycle, the amount of web browsing, it also allows
parents to block inappropriate web content and specific numbers so that their children
cannot text or call a particular number. They have a further ‘Family Map’ proposition which
allows parents to track their children’s mobile phone using GPS technology costing $9.99
per month. Although these examples are mobile only it makes food for thought on the
monetization possibility of a converged fixed/mobile offering…..
CHAPTER 6 – MULTI-PLAY
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Shared Data Across Multiple Networks
Operators are struggling in their fixed line broadband product lines to move away from
unlimited data volume. They have for the most part moved away from unlimited in mobile
but on fixed, customer push-back is very strong. Part of the reason for this is that putting
volume caps on fixed line has no positive impact for the customer. It allows an operator
to generate additional revenue and improve congestion but there is nothing in it for the
customer. If a customer was able to use a portion of their fixed allowance and share it
with their mobile service that would be a huge incentive for them to move away from
unlimited access on fixed.
The economics of fixed price per Mb access vs. mobile price per Mb access has stopped
operators putting a truly convergent shared data offering to their customers. Putting in
place a multiplier that allows a customer translate fixed data volume into mobile would be
a world first implementation in an operator. Example: Let's say a quad play customer has
a 250GB limit on their fixed broadband plan and 5GB on their mobile plan. Their average
fixed line usage is 200GB and they want to utilize the remaining 50GB somehow. The
operator puts in place a multiplier that says the access cost for mobile is roughly 20 times
higher than fixed so when a fixed customer shares 50GB of their fixed line allowance they
receive 2.5GB of mobile data in return. Their new allowances are 200GB on Fixed and
7.5GB on mobile.
QoS, QoE Management and Customer Experience
Policy rules are responsible for managing network QoS. Different services need more
bandwidth to deliver the required quality of experience. 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. 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.
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Turbo Boosts for Faster Downloads
Most multi-play 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.
Vodafone UK have instituted this as part of their self-care app.
Upsell and Cross Sell
Encouraging subscribers to upsell to multi-play services works well when the customer
has a reason to buy. In this particular use case we are talking about multi-service
discounting where a customer gets an additional discount above the standard rate for
adding an additional service. Orange is dominant in France with a 39 per cent share of
quad-play bundles (4.66 million out of 11.95 million at the end of 2014). The company has
been providing "Orange Open" plans for several years. This helps France to the top of the
quad play leader board with 43%. What are the benefits?
Reduced churn is the key, 4p bundles have half the
average churn of 1p doubling customer lifetime value as
per the graphic from Swisscom.
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Content Partnerships
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?
Sponsored Data
One of the following chapters is dedicated entirely to sponsored models but why
is sponsored data limited to mobile only? 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.
Quint Play Bundles
What is the upward limit on bundle
configurations? 5p, 6p, 7p? As announced in
January both KDDI and Softbank are including
Electricity subscriptions in their bundles as well as
Fibre Broadband, Fixed Voice, Mobile and Mobile
Broadband making quint play a reality. This is a
new vertical being added to the telecom product
set and is an interesting portent of where things
can go from where. What’s next? Bundled Home
Insurance, Health Insurance, Gas Heating?
Non-Monetary Upsell Tools
As we can see from the image 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. On the back of these
propositions KPN have almost doubled their
households in Fixed-Mobile bundles from 485k in
Q4 2014 to 811k in Q4 2015.
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Broadband Outage = Free Mobile Data
Over the past 15-20 years Broadband has become just as important to consumers
as some of the other key utilities like Water, Heat etc. If power is cut due to a storm,
customers have a general acceptance that these things happen and the company is
doing its best to restore service. When broadband goes down a social media storm
rather than a meteorological one ensues. Apart from the normal avenues of fixing the
broadband outage what else can an operator do to mitigate customer anger? For a multi-
play operator they have a tremendous opportunity to utilize their entire infrastructure to
keep customer anger at manageable levels. What if an alarm of a fixed broadband outage
triggered a push notification to a mobile subscriber that mobile data access has been
zero rated for 24 hours, so essentially you are giving customers unlimited mobile data
for the duration of the fixed outage. An even better experience would be to send out a
notice for customers as to how they can use their mobile as a portable hotspot in the
home. Not only does it allay customer anger during a fixed outage it rewards customers
for having multiple services with the one operator.
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71. Tiered Wi-Fi Access
72. Cellular and Wi-Fi Post-Paid Bundles
73. Combined Cellular and Wi-Fi Post-Paid Bundles
74. Wi-Fi Access Day Passes for Non-Customers
75. Group Wide Wi-Fi
76. Wi-Fi Passport
77. Intelligent Network Selection Using ANDSF
78. Deny Offload in Cases of Bad Debt
79. Customer Balance Related Offload Decisions
80. Heavy User Offload
81. Application Based Offload
82. Time Based ANDSF Offload
83. Location Based Offload
84. Access Type Based Offload - 2G, 3G, 4G
85. Segmented Offload Decisions Based on Customer Value
The app company App Annie published an eye opening analysis of Wi-Fi versus Cellular
usage access in 8 key markets in November 2015. Mobile operators often talk about
minimizing the cannibalization effects of Wi-Fi on cellular revenues, but what we see
below is that cannibalization is nearing completion rather than being some potential
future threat. If we assume average mobile data usage in the US to be 1GB per month,
according to the analysis below this means that mobile users in the US are consuming
an additional 3GB of usage on Wi-Fi. In Germany we can see that circa 90% of mobile
data usage is on Wi-Fi. This is a huge problem for purveyors of cellular data. They have 2
options, entrench themselves into protecting their share of the pie or focus on giving their
customers a great customer experience and using Wi-Fi to complement their existing
offering.
CHAPTER 7 – WI-FI

7
Tiered Wi-Fi Access
For operators who haven’t shied away from the tricky issue of combining Wi-Fi hotspot
access with their cellular network, applying tiers of access is a great way to differentiate
for customer types. Telia in Sweden have 6 volume based tiers for their post-paid
customers with Wi-Fi hotspot access available to mid-tier customers and above. This is
a creative way to upsell customers to higher priced plans. This boosts overall ARPU and
provides another reason for customers to upgrade their service plan.
Cellular and Wi-Fi Post-Paid Bundles
Singtel in Singapore have launched over 500 outdoor high
speed Wi-Fi hotspots to complement their 4G network
rollout. In order to monetize these hotspots better and
provide another differentiator to their competitors they
launched a SIM only plan with 5GB included, 3GB on mobile
data and 2GB on Wi-Fi for $20. We talk about the evolution
of this approach in the next example.
Combined Cellular and Wi-Fi Post-Paid Bundles
At the time of writing this booklet no operator in the world had launched a combined plan
with inclusive Wi-Fi and cellular access in one bucket of usage. This is an evolution of the
previous example from Singtel and the approach would be as follows: An operator offers
a customer a plan with 5GB included but the customer has the freedom to utilize this
5GB across cellular and Wi-Fi. During month 1 a customer could use 4GB on cellular and
1GB on Wi-Fi. If they were spending more time in range of high-speed hotspots in month
2 they may want to use 3GB on Wi-FI, 2GB on cellular. This gives an operator a great
headline message, the customer ultimate flexibility and puts a value on Wi-Fi which is
generally assumed to be free. Offloading customers to the strongest connection they can
access whether that is cellular or Wi-Fi is an area we explore further in this chapter.
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Wi-Fi Access Day Passes for Non-Customers
In Japan DoCoMo recently launched a high speed Wi-Fi service for travellers to Japan.
Speed, up to 72 Mbit/s, and hotspot coverage (over 150, 000 locations in Japan) were
the main marketing messages for this offer. At a cost of ¥900 (US$ 7.50) for a one week
package and ¥1300 (US $10.83) for a three week package these offers would be very
attractive to visitors to Japan, as well as providing an additional revenue stream to
DoCoMo.
Group Wide Wi-Fi
With great scale comes great opportunity! Multi-nation operators like Vodafone, Telia and
Telenor for example have a distinct advantage when it comes to Wi-Fi. Allowing Vodafone
Spain customers to have free access to the Vodafone UK Wi-Fi hotspots is one hell of a
differentiator versus their in country competitors. This allows customers of Vodafone to
enjoy free data access via Vodafone Wi-Fi when roaming. Although this will erode short
term roaming revenue the boost in customer satisfaction cannot be underestimated.
Customers will not want to lose access to free operator Wi-Fi while abroad making them
far less susceptible to churn.
Wi-Fi Passport
AT&T offer their Passport service to international travellers and one of the key selling
points is unlimited Wi-Fi when travelling. Customers who subscribe to AT&T’s Passport
service can download an app which will automatically connect their data traffic to
available Wi-Fi networks. In order for this to work, customers need to have mobile data
roaming switched on in order for Wi-Fi connection to happen. AT&T has bundled in
120MB of data to cover this use. As Wi-Fi use is unlimited customers can save on their
cellular roaming bills and at a starting price of $30 for 30 days ‘Passport Service’ could be
a good revenue source for AT&T.
See the world with AT&T PassportSM
Our best-ever value on international packages include*:
- Unlimited messaging & Wi-Fi
- Affordable calling rates
- Starting at $30 for 120MB of high-speed data
*Compatible device with domestic postpaid wireless service
required. Package valid for 30 days. Coverage not available
in all areas and
countries subject to change. Pay-per-use rates apply without a
package or when in countries not included.
Restrictions apply. See AT&T Passport Package details.
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Intelligent Network Selection Using ANDSF
ANDSF (Access Network Discovery and Selection Function) facilitates discovery and
selection of non-3GPP networks in mobile devices. With ANDSF, operators can use
PCRF-defined policies and real-time traffic management across mobile and Wi-Fi
networks. We will explore a range of these use cases as they relate to ANDSF and how
to more intelligently offload customers from cellular to Wi-Fi and back again. Operators
can improve subscriber experiences by providing a seamless, transparent Wi-Fi offload
experience which does not decrement subscriber’s monthly data allowances. For
MVNO’s they can reduce interconnection costs by maximizing traffic on Wi-Fi network.
According to a study by Analysys Mason there are 3 key reasons as to why subscribers
don’t connect to Wi-Fi hotspots. Namely, too much hassle to connect, can’t find the
hotspot, the connection strength is poor. Using ANDSF technology an operator can
overcome each of these 3 barriers.
* Public Wi-Fi networks in a 4G world Analysys Mason November 2014
Deny Offload in Cases of Bad Debt
Operators with a Wi-Fi hotspot strategy are seeking to own the customer usage whether
it is on Wi-Fi or mobile. It is a significant perk for cost conscious customers or people
seeking a high quality Wi-Fi connection on the go. Where customers have fallen into
arrears and are not paying their bills, operators may not want these customers to benefit
from their Wi-Fi network. In this instance operators can block the offload to one of their
hotspots by integrating with their Online Charging System. This protects operator assets
and can give the subscriber a push to pay their bill to regain access.
Customer Balance Related Offload Decisions
Avoiding the cannibalization of mobile data revenue is always to the forefront of an
operators mind when utilizing a Wi-Fi network. Lucky for them there are tools to manage
the access and offload to these networks so that this cannibalization does not occur.
Operators can block the access to data and offload to hotspots for a customer who
has ran out of credit for example, again by linking this to their Online Charging System.
Customers who have ran out of credit may seek out Wi-Fi to supplement their usage,
blocking this access for customers with no prepaid credit could force them to top-up. On
the other hand, it could also force them to churn, the implementation is up to the operator
and market needs.
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Heavy User Offload
Tying ANDSF technology into a RAN Congestion system gives the operator a lot more
control of their mobile data network resources. For example, extremely heavy users who
are putting an undue load on the network could be offloaded more aggressively to Wi-Fi,
should an available hotspot be in range. This can protect the network and ensure a high
QoE for all customers. Why does this matter? Well, the Copenhagen based neuroscience
company Neurons Inc showed that stress levels in the brain rises from 19% to 34% during
video buffering and that the cognitive load associated with video buffering is akin to
watching a horror movie. This focuses the mind on why a consistent data experience for
all is so necessary. A stressed out customer makes them far more likely to churn!
Application Based Offload
Unfortunately not all data applications are created equal, some are far more data hungry
than others. If an operator has a particular issue with P2P file sharing for example, by
integrating their ANDSF function with their DPI they can aggressively offload customers
who are illegally file sharing to the nearest available Wi-Fi hotspot, easing the load on the
mobile data network. The same is true for any video applications an operator may want to
offload. It’s all about getting the most value from your access types, be that mobile data
or Wi-Fi.
Time Based Offload
Operators who have specific congestion issues at certain times of the day can set up
policies to more aggressively offload their mobile customers to Wi-Fi during these
particular times. For example the Central Business District of a city may have mobile data
congestion at lunch hour, but have many available Wi-Fi hotspots. Utilizing these at the
right time of day improves subscriber data experience.
Location Based Offload
Linked to the previous use case around time of day is location based offload regardless
of time of day. For example a shopping centre in a high population city will absolutely
lead to cellular congestion. More aggressively offloading customers to available Wi-Fi in
this particular location will again boost the customer QoE.
Access Based Offload, 2G, 3G, 4G, Wi-Fi
One of the newer features of ANDSF is the ability to determine the offload decision
based on the access type. We outlined earlier how operators are fearful of mobile data
cannibalization but this is more acute in some access types than others. A customer with
a 2G connection isn’t going to accumulate large amounts of data usage owing to the
poor speed. ANDSF can be configured to only offload to an available Wi-Fi hotspot if the
customer is on a 2G connection. If they are on a 3G or 4G network they remain on that
connection. This is a great way to boost subscriber experience while protecting APRU.
This feature is from the 3GPP release 12 from March 2015 and is called WORM awkwardly
standing for Optimized offloading from cellular to WLAN.
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Segmented Offload Decisions Based on Customer Value
By integrating an SPR (Subscriber Profile Repository) to their ANDSF functionality an
operator can apply different offload rules to different segments of the subscriber base.
For example a prepaid customer with a low data usage would not expect the same data
connection speed as the post-paid customer with a 4G smartphone. Different offload
rules can apply to different segments of the base allowing an operator to match their
ability to deliver a positive network experience to a customer’s expectation level.
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8
86. Portal/Sites/Apps Sponsored
87. MVNO – Retail Partner Zero Rating
88. Data Brokerage
89. No Best Before Date – Data
90. Sponsored Data Coupon
91. Sponsored Data for a Direct Campaign
92. Digital Media Sponsored Data –Banners
93. Sponsored Data Sharing
94. Sponsored Partnership
95. Sponsored Partnership Promotion
No business model in telecommunications has filled as many column inches as
Sponsored Data. Everyone seems sold on the benefits of the so-called ‘3 sided business
model’ but it has yet to gain widespread traction in any market. The complexities for the
operator in managing the third parties who want to have their services sponsored is one
obvious barrier, another being the technical ramifications of the sponsored model itself.
Integrated policy and charging systems are essential to ensure that specific policy rules
and real-time rating are in place to enforce the terms of the Sponsored Data model. Many
operators don’t have the flexibility required to deploy such a model. This chapter seeks to
outline the different type of Sponsored Data flavors that are available to operators.
This is not to say that Sponsored Data is all plain sailing. There are regulatory hurdles
to overcome which Facebook has found out to their cost in India. Their Facebook Free
Basics offering has been banned by the Indian regulator in February 2016 for being in
contravention of Net Neutrality. The Free Basics proposition involves partnering with data
service providers, and offering a select group of websites and apps to that data service
provider’s customers free of charge.
CHAPTER 8 – SPONSORED DATA

8
Portal/Sites and Apps Sponsored
A third party or brand buys data traffic and offers it to its customers. The Sponsored
Data is just for a specific portal, website or app and the third party or the brand defines
the specific site to be sponsored. In March 2014, Bradesco Bank launched Brazil’s first
Sponsored Data offer, “Acesso Gratis Bradesco Celular”, allowing its clients to access the
bank’s mobile banking services free of charge over mobile broadband in an agreement
with the country’s top four wireless carriers (representing 98% of mobile subscribers in
Brazil).
Bradesco chose to sponsor the data of clients in order to accelerate the adoption
of mobile banking. This innovative campaign both exemplifies Bradesco’s strategy
to leverage data to increase client numbers and diversify service offerings, but also
demonstrates the bank’s focus on better customer engagement. In total, Bradesco’s
number of Mobile Banking users jumped from 3 million in January 2014 to 7 million in
May 2015, representing 29% of the bank’s total transactions. When you see that the cost
per transaction for mobile banking was $0.08c versus $4.25 for branch transactions and
$2.50 for call centre transactions, the business case starts to look very strong!
MVNO – Retail Partner Zero Rating
As mobile operators reach peak penetration levels in their market many of them are
seeking to grow their share of the market via the wholesale parts of their business.
As of September 2015 T-Mobile in the US has 61m subscribers, 13.6m of whom are via
Wholesale MVNO’s. What do we mean when we talk about Retail Partner Zero Rating?
This means that if an MNO had a particular service which they were sponsoring for their
own customers they could offer the same functionality to their MVNO partners. A good
example of this would be if T-Mobile US for example decided to offer their Binge On or
Music Freedom proposition to the customers of their MVNO affiliates.
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Data Brokerage
Data Brokerage is where the Sponsored Data is managed by a broker App where the
mobile user can administrate all the Sponsored Data, coupons and data package (volume
and time) promotions that the mobile user can buy. In this case, the third party gives an
App for presenting promotions as Sponsored Data by different brands, data coupons and
data package promotions.
Kickbit is a really good example of this model. It is a way to get more mobile data for your
smartphone and tablet data plans in the US. You earn data using Kickbit by completing
certain tasks such as watching videos, taking surveys, testing free trials and shopping for
goods and services.
You can then redeem your earned data to your data plan whenever you want, on any of
your supported devices. A well-publicized campaign by Hulu got customers to sign up for
a 1 week trial for the TV service in exchange for 200Mb of free data on AT&T.
No Best Before Date
As discussed in an earlier chapter Rollover Data has really taken off in markets like the US
and Australia but there is a community sponsored model to be explored here also. Some
operators only allow rollover for 1 month but others allow customers to keep data that has
rolled over for up to 12 months. For operators who are putting a limit of 1 month on data
that can be rolled over, there is a monetization opportunity up for grabs. Here’s the idea:
Operator X sets up a ‘rollover club’ whereby customers with unused data can extend the
validity of their unused data from 1 month to 12 months. To get access to this feature they
pay a $1 subscription per month to join the club. This differentiates the proposition from
operators allowing 1 month roll-over only and monetizes the upsell with a community type
message.
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Sponsored Data Coupons
Sponsored Data coupons are loosely linked to the brokerage model but the difference
being that the entity offering the coupons doesn’t have to be a Sponsored Data broker.
An insurance company could link up with a mobile operator and provide a coupon of 1GB
of data to customers who renew their insurance via mobile app for example. The data
sponsored is limited in volume or time. In this case the coupon allows to the mobile user
the use of data without any charge but is limited for data volume (for example, limited to
200 MB) or for time (for example 1 hr.)
Sponsored Data for a Specific Campaign
Another flavor of Sponsored Data is where the offer is based on a mobile user profile by
a campaign. In this case the third party could sponsor data in the different approaches
but there is an elaborated campaign to send to the right mobile user.
Hershey’s premium line of Scharffen Berger chocolate was one of the first brands to
leverage AT&T’s Sponsored Data ads. The Hershey’s Scharffen Berger mobile ads were
running as banners within the Pandora iPhone app. A click-through on the banner ad
brings up a landing page showing a video, and copy on the ad explains to consumers
that watching the clip will not dip into data from their phone plans. For watching the video
the viewer was presented with 15% off an online purchase of the chocolate.
Digital Media Sponsored Data – Banners
Display advertising on websites has received some justified negative commentary on
its effectiveness in recent times. The average display banner ad receives 8 clicks for
every 10,000 impressions which is a paltry return for advertisers. What may kick this click
through rate up a notch is an offer of a bundle of data via online banner ads. The data
could be given via digital coupons for customers who click through to a site and either
view an advertisement or share their contact details.
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Sponsored Data Sharing
Coca-Cola gained massive traction in 2014 and 2015 with their ‘share a coke’ campaign
and using people’s names as a hook point. What if an operator launched a ‘share a gig’
campaign where existing customers can share 1GB of data with a friend or family member
with compliments from the operator? Where is the benefit for the operator you ask? For
example: The recipients of the data could activate the gift by upgrading from prepaid to
post-paid, be a non-customer who moves to that operator and activates the gift once their
number port is complete. Using this type of non-traditional sponsored offer could create
some buzz for an operator in the market place the same way ‘share a coke’ did.
Sponsored Partnership
Announced in November 2015 Amazon Prime streaming TV service subscribers can
stream video and music aboard any Wi-Fi-equipped JetBlue flight for no fee. Jetblue
normally charge $9 per hour for its top tier satellite powered Wi-Fi but this has been
removed for Amazon Prime customers. Non Amazon Prime subscribers can still rent
content from the site for a fee using Jetblue Satellite Wi-Fi at no cost. This type of
partnership boosts the usage of in-flight Wi-Fi and Amazon Prime while in tandem
providing differentiators for the airline and the streaming service. The third winner in this
example, as with all Sponsored Data models is the customer!
Sponsored Partnership Promotion
In September 2015 Virgin America
airlines and Netflix joined forces to
offer free in-flight Wi-Fi for Virgin
America passengers to enjoy
#netflixonboard. The key difference
between this and the JetBlue
Amazon Prime tie-up is that there
is an end date on the promotion of
March 2016. This type of sponsored
access for a short period of time is
a nice way of getting exposure for a
new innovation/service without the
long term implications of an end to
end partnership.
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9
96. Soft SIM for Device Manufacturers
97. Soft SIM for Operators
98. Dual Access 4G/DSL Routers
99. Channel Bonding
100. Monetary Balance Transfer
This final chapter of our booklet takes a look into the not too distant future and some use
cases that will occupy the minds of operators in 2016 and beyond.
Soft SIM for Device Manufacturers
Apple threw the cat among the pigeons back in 2014
when they built a soft-SIM into their cellular-enabled
versions of the iPad Air 2 and iPad Mini 3 tablets in the
US & the UK. The Apple SIM supports wireless services
across multiple supported carriers, which can be
selected from a user interface within the OS – negating
the need to install a SIM provided by the carrier itself.
An analyst from Stategy Analytics Neil Mawston
expects the first smartphones with embedded-SIM
cards to emerge worldwide in 2017 with the Apple
iPhone to contain an embedded-soft-SIM by 2018.
As Apple has now launched their device instalment
purchase plan direct from Apple what is stopping them
eating the operator’s lunch and providing wireless
services themselves? Watch this space!
Soft SIM for Operators
The advent of soft-SIM’s has the potential to be a nightmare scenario for CSP’s, anything
that lowers barriers to switching and reduces ARPU has the potential to have a big
impact on their bottom line. But as with the advent of digital communication providers
like WhatsApp, Line, WeChat etc operators must adapt or die. Low cost providers will be
quick to jump on the opportunity to pick up value seeking customers. It makes sense for
them as customers could compare like for like on cost when setting up their new device.
What it does is open up the opportunity for operators to become true digital service
providers. Have their services set up automatically on an e-SIM, provisioned online with
online self-care. Maybe this change is the catalyst that operators need to become true
lean DSPs. We shall see.
CHAPTER 9 – FUTURE USE CASES
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Dual Access 4G/DSL Routers
In markets where DSL rather than fibre broadband coverage is widespread operators
are seeking ways to supplement the speed they can offer to their home broadband
subscribers. One of way of doing this is by deploying dual access routers that support
both DSL and 4G access. This provides the operator with a number of different options to
boost their customer’s experience if they are in a 4G coverage area:
yy Provisioning fixed line broadband can take up to 2 weeks after the customer
purchases their new broadband service and has their router delivered. Local Loop
Unbundled Broadband providers are often at the mercy of an incumbent operator in
this regard with provisioning. If an operator could provide zero rated access to 4G on
the router while the fixed line DSL connection is being provisioned it will provide a
much better customer experience
yy If an outage occurs on DSL a rule can be pushed down the router to switch access to
4G eliminating the negative publicity associated with network outages
yy During periods of DSL congestion the user’s traffic can be switched to 4G if that
connection is stronger at that particular time. This type of real-time congestion
control gives long suffering DSL providers hope for a better in home broadband
experience in the long run.
This was trialled by Deutsche Telekom in recent years but as the technology becomes
more mature and the use cases more sophisticated it will gain traction.
Channel Bonding
Customers today are looking for more and more bandwidth but are becoming
increasingly adverse to paying for it. This makes the business case for new network
rollouts more and more difficult to justify, particularly in the fixed line case where the cost
of connecting fibre to the home according the ITU can be up to $4k per home. This leads
operators to search for new ways to meet this demand for bandwidth. Some operators
have begun to look to channel bonding to combine 2 physical networks, Wi-Fi and Mobile
RAN to one logic network. Swisscom announced a trial of this functionality in January
2016 amongst its employee base, so expect to hear a lot more about this type of router
and implementation in 2016 and beyond.
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Monetary Balance Transfer
In the boosting data usage and data arpu section of this book we outlined a number
of different shared data use cases as well as data gifting. As operators move away
from legacy IN networks they open up a whole new world of functionality, which they
can turn into real-life consumer propositions. Balance transfer allows a subscriber to
“credit” another subscriber on the same network by debiting their own pre-paid balance.
Essentially monetary transfer rather than data volume transfer. This is big business in
developing markets and has been launched by Vodafone India.
100

The Openet 2016 Propositions Playbook: 100 Ways To Boost Your Telecoms Business
Dublin, IRELAND
Reston, Virginia, USA
São Paulo, BRAZIL
Kuala Lumpur, MALAYSIA
www.openet.com info@openet.com
Tel: +353 1 620 4600
Tel: +1 703 480 1820
Tel: +60 (3) 2 289 8500
Tel: +55 11 2395 7200
®
DublinReston Kuala LumpurSão Paulo
ABOUT OPENET
Openet is the leading independent supplier of real-time BSS (business support systems)
to communication service providers.
Openet software ensures that more than 600 million mobile telecoms users around the
world enjoy the best network and data experience while enabling operators to monetize
data use in ‘real-time’.
Since its foundation in 1999, Openet has constantly been at the forefront of telecoms
software development and innovation. This is characterized by its open platform, domain
experience and engineering expertise. Its success is personified by the many long-term
relationships it has fostered with the largest, most progressive, and demanding operators
across the globe.
For more information, please visit www.openet.com
OUR BELIEFS
We believe that it is not the strongest of the species that survives, nor the most intelligent,
it is the one that is most adaptable to change. This is true for our customers and for our
own business.
We believe in our expertise and our people and that collaboration raises our performance
above others. We believe in “open” networks and systems as these enable our customers
to innovate, adapt and transform.
We deliver software solutions and services that reflect these beliefs.

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