This document proposes a new approach called Ready Telco One that uses gamification to simplify a customer's digital life. It introduces a user named Megan and outlines challenges in fully engaging her. The proposed solution creates a personalized game experience linking Megan's services, apps partners to unlock premium services and discounts. It aims to generate additional revenue through this dynamic partner ecosystem. The solution details how the gamified customer journeys would work across CSPs and partners. It also maps how the solution aligns with and potentially extends TM Forum APIs and frameworks. Finally, it outlines the projected monetization benefits for CSPs, partners and new customers.

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Ready Telco One
Gamified customer journeys
enabled by a dynamic partner
ecosystem and marketplace

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Part 1: Catalyst motivation

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Catalyst motivation
Meet Megan
How can we simplify
Megan’s digital life, bring
her more value and
propose relevant new 5G
experiences?
 26 years
 Sporty (football, gym)
 Online gaming, esports
 Music (EDM, Hip-Hop, Rock)
 Loves coffee
 100M Internet, 10GB data
 Online extrovert
 Early tech adaptor
Megan’s
Digital Life Today
 Many silo apps with
separate loyalty scemes
 Always searching for new
events and experiences
 Wants to be in control
CSP Challenges
 Poor relationship focused
on problem solving
 Hard to retain
 Insufficient user knowledge
How can CSPs become
central to Megan’s digital
lifestyle with an engagement
focused on new services?

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Our big idea: Radical new approach that redefines the
relationship between CSPs, partners and consumers
 Link Megan’s services and apps into a personalized
game experience
 Use a game-style user experience to unlock premium
services, discounts and increase loyalty status
 Use AI and context to dynamically engage with Megan
and recommend new services enriched by 5G
 Unprecedented value generation across ecosystem
Existing
Customers
Additional
Revenue
Customer
Conversions
New App
Customers
€0.55
ARPU
1M+ 100k+ €18M/
month
100Mbps 10Gbps

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Key challenges we need to solve for all stakeholders
Customer
CSP
Service
Partner
Campaign
Manager
Identify and link the relevant
services
Rapid and simple partner
on-boarding
Give partners control
Linking gaming/loyalty cross-partner
Insights sharing across
CSP/partners
5G scale and service models
Adapt campaigns based on
feedback
Real time targeting of
segments
Selling to non CSP
customers
Monetize complex bundles
Automate partner settlements
Flexible payment options
Technical Business

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Part 2: Megan’s user story – our big idea in action

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The user story
Enhance app with
5G experience
Offer new 5G
enabled service
100Mbps 10Gbps
20
25 15
65135
175
45
350 90
180

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Part 3: The solution – how we make it happen

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Ready Telco One: Partners and technology
Product Catalog, Partner/Customer Management,
Revenue Management, NBA Analytics, Loyalty Mgt.
Customer Journey &
Channel Management
Partner Revenue Model
AI/ML
Gamification
Platform
User Interaction Delivery
Engine
Market
place
Partner
Onboarding
Inventory/
Logistics
AR/VR
Interaction
Point of
Sale
Mobile app
push
CSP Gamified Service Partner
Services
Digital Services
Event organizer
Hardware
devices
Promoter
Poland

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Orange Confidential
Ready Telco One: How it all works
Gamified Customer Experience
Enhanced end-user experiences through gamified
customer journeys and hyper-personalisation
Consolidated Partner Ecosystem
An integrated, self-service entry point for partners
CSP Digital
Marketplace
Partners can integrate
with CSP and other
partner services via APIs
AI/ML and
Automation
Optimize, improve,
recommend
Billing and
reconciliation
Between CSP, Partners and
Customers

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Adapt by monetizing new partnered services
CSP Platform
Partner Portal
Shop Use Game
Partner A Partner B Partner C
Partner-enabled activity
Define achievements
Define products + services
Define rewards
Partner consolidation
Core partner management
functions
Revenue share settlements
Consolidation of traditional
and partner services
Purchase products

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Redefine Customer Engagement
Deliver personalized content
through multi-media channels
Gamify interactions across
various partner applications
Evolve your business with
the customer lifestyle – adapt
to new trends and interests
Monetize your partner
ecosystem with analytics-
driven offers

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Gamify customer experience
Consumer
Customer interacts with
interest-specific partners
Partners send
interaction
events to CSP
to register under
achievements
CSP Platform
Capture
partner
events
Correlate
events to
achievements
Assign
points,
rewards
Consolidate
achievements
Aggregate
behavioral
data
Generates
personalized
offers
CSP promotes
personalized
offers/events
unique to customer
interests
CSP rewards
customer with
personalized
rewards

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Mapping to TM Forum
TMF APIs used innovatively New proposed TMF APIs
Ready Telco One conforms
to TMF ODA
We use 18 existing TMF APIs
4 TMF APIs used in a more
innovative way
Identified 3 new APIs to
submit to TMF
• TMF 671 (Promotion)
• TMF 658 (Loyalty management)
• TMF 620 (Catalog management)
• TMF 680 (Recommendations)
• Customer achievement event
• User speech-enabled intent mapping
• Media overlay
offer/promotion/interaction presentation
TM Forum Open Digital Architecture CSP IT Layers
Engagement
Management
Intelligence
Management
Party Management
Core Commerce Management
Network
Services
Market Place
Point of Sale
Mobile App Push
Partner Portal
Event Processing
Engine
AR/VR Interaction
AI/ML
User Interaction Delivery Engine
Partner
Onboarding
Partner Inventory
and Logistic
Partner
Revenue
Model
Poland
Channel
Management
Customer
Journey
Management
Partner/
Customer
Management
Billing & Revenue
Management
Gamification
Platform
Billing & Revenue Management
Catalogue
Management
Customer Order Management
Gateway
5G Domain
Platform
Next Best Action
Analytics
Loyalty
Management

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Part 4: The benefits

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Ready Telco One monetization stack
Social Media
In-Scene
Campaigns
Rewards
Audience Insights
Ecosystem Platform
Network
New
customers
New app
users
Increase in
ARPU
New B2B partner revenue
CSP Monetization
New customers
In-scene
New
events
Partner Monetization
Geo-location Promotions
Data
sharing
New partner
bundles

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Orange Confidential
Monetization model
CSP OpCo
Projected Revenue
€18M
per month
Global CSP
Organization
€3.4 Billion
over 1 year
+6.2% ARPU
+0.55€ ARPU
for CSP subs
€14.7M/month
Onboard
Partners
Promoters
Digital
services
Hardware
and IoT
Merchandise
Event
organizers
Partnered
applications
+0.73€ ARPU
for app users
€796k/month
CSP
26.7m subs
22.2€ ARPU
+119,343
New postpaid consumers
per event
+ 1,084,932
Global app users
Expansion
potential
€2.5M/month
Media
content
Games
Influencers
Localized events
Sporting events
Partnered
applications
Concerts
New gamified
offerings

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For follow-up virtual sessions with our experts on:
1. Partner onboarding and bundles
2. Gamified customer journeys
3. Gamified bonus-revenue share
Please contact us at C20.0.30@tmforum.org
Thank you

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Thank you