David Werdiger from Billing Bureau presents at the CommsDay Melbourne congress. David is an expert in subscription and telecomms billing and pricing, and talks about emerging trends in telco and cloud, and the impact on billing and pricing

2. • Pricing vs billing
• Telco pricing -> Cloud
• Pricing strategies
• Smart vs Stupid Billing
• Key learnings

3. • Pricing & Billing are two sides of the same
coin – the coin is your revenue!
• Pricing is a marketing function – how
much to charge for a service
• Billing is an operational function – how to
extract that charge from your customers
• Which should drive which? Who is in
charge?

4. • Infrastructure owners vs resellers
• Gross margin
• Upfront investment
• Simplistic and “follow the leader”
• Traditional strategy: confuse the customer
• Recent changes will have a limited effect

5. • Telcos already multi-dimensional and
convergent
• Essential for customer stickiness
• Telco services moving to the cloud, e.g. IP
Telephony
• Next step: add additional cloud services
• Next generation of telcos: cloud aggregators,
and NBN RSP aggregators?

6. 0
10
20
30
40
50
60
70
Jan Feb Mar Jun Jul Aug
Revenue
Cost

7. • Think like a customer
• What is the value they are receiving for the
price they pay? Do they correlate?
• What is the opportunity cost? TCO?
• Are you leaving money on the table?
• Using metrics of customer (perceived) value as
a pricing input

8. Billing
Pricing
SmartStupid
Stupid Smart

9. • Billing is complex (in other breaking
news, gravity causes objects to fall to the
earth).
• Billing needs to be driven by price strategy not
the other way around.
• Scalability is everything
• Flexibility and adaptability; can it keep up with
the speed of market changes?
• Is billing a nightmare? A distraction? How ‘core’
is it?

10. • Think about pricing strategy and what it can do
for you
• Don’t let the billing cart lead the pricing horse.
• Allow your marketing to be creative and have
fun! Let them be a differentiator and innovator
• Consider end-to-end processes and look for
impediments to scalability

11. • Billing Bureau have been doing this for over
15 years; started in telco and now expanded
to subscription and services
• We live and breathe it
• Experts in convergent billing and automation
and scalability of billing & related processes
• Cloud billing will only become more
complex; we have already done it all

12. • Any questions?? All clear as mud?
• For more information, contact
• Ben Wortley; Sales and Marketing Director
03 8611 1111 / 0438 236 643; benw@billing.com.au
• David Werdiger; Chairman
0412 389 389; david@billing.com.au