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Steve Chung Ruckus Wireless Presentation CommsDay 2014
Ruckus Wireless provides carrier Wi-Fi solutions and services. They outline 5 strategies for carriers to successfully deploy and monetize Wi-Fi: 1) Grow the footprint by expanding Wi-Fi coverage, 2) Own the venue traffic by acquiring more venues and monetizing analytics, 3) Offer Wi-Fi as a service to venues by providing cloud-based Wi-Fi networks, 4) Enable Wi-Fi roaming partnerships to increase usage and retention, 5) Focus on user experience centered Wi-Fi to drive more traffic and monetization opportunities. Ruckus has seen strong revenue growth and has customers in over 34 countries.
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Steve Chung Ruckus Wireless Presentation CommsDay 2014
- 1. RUCKUS WIRELESS PROPRIETARY Strategiesto Successfully Deploy & Monetise Wi-Fi Steve Chung Principal Consultant Carrier Wi-Fi, APAC steve.chung@ruckuswireless.com
- 2. 2 RUCKUS WIRELESSINC. PROPRIETARY Ruckus Wireless 2 Formed 2004, Sunnyvale, CA Status Publicly held (NYSE: RKUS) CEO Selina Lo Innovation Carrier Class “Smart Wi-Fi” R&D Centers Sunnyvale, China, Taiwan, India, Israel, and Singapore 2013 Revenue $263.1 million (22.6% year-over-year growth) 4Q13 revenue $73 million Customers 33,000+ Partners 9,000+ Employees 900+ in 34 countries Patents 60 granted 13 Q1 Q2 Q3 $44 $75 $120 $213 111009 12 Q1 Q2 Q3 Q4 Q4 $263
- 3. 3 RUCKUS WIRELESSINC. PROPRIETARY Ruckus Portfolio o Indoor access points o Outdoor Access points o Long Range bridges o WLAN Controllers & Gateways o Smart Wi-Fi Services Carrier Class Wireless Infrastructure Products
- 4. 4 RUCKUS WIRELESSINC. PROPRIETARY Challenges: o Data growing 50-100% y-o-y with heavy usage occurring indoors. o New players continue to challenge incumbent operators Opportunities: o Carrier Wi-Fi moves to heart of carrier strategy o Subscriber experience differentiation & Churn reduction State of the Global Carrier Market
- 5. 5 RUCKUS WIRELESSINC. PROPRIETARY Own the Venue Traffic2 WiFi as-a-Service3 Grow the Footprint1 Top 5 Carrier Wi-Fi Business Strategies 5 UX based Wi-Fi 4 W-Fi Roaming Partnership Slide title 70 pt CAPITALS Slide subtitle 3GPP Integrated Wi- RAN Integration for: • Network steering of users between access networks depending on e.g. signal quality an load WIC 3GPP RAN Wi-Fi RAN Wi-Fi RAN Integration
- 6. 6 RUCKUS WIRELESSINC. PROPRIETARY Grow Footprint WiFi-as-a-Service Wi-Fi Roaming Partnership Own the Traffic Grow the Footprint1 UX Based Wi-Fi Cable Wi-Fi TM Smart Wi-Fi City Store Wi-Fi Payphone Wi-Fi Monetisation Stategies: • Increasing # of unique Wi-Fi user • Increasing # of Mobile subscribers • Direct revenues • Correlating usage to ARPU & retention
- 7. 7 RUCKUS WIRELESSINC. PROPRIETARY Grow Footprint Own The Traffic WiFi-as-a-Service Wi-Fi Roaming Partnership Own the Venue Traffic2 UX Based Wi-Fi Monetisation Strategy • Increasing # of venues acquired • Hotspot 2.0 Roaming Revenue • Portal based Targeted Advertising • Wi-Fi Analytic Revenue • Backhaul ARPU from venue
- 8. 8 RUCKUS WIRELESSINC. PROPRIETARY8 Location Based Services (LBS) Time based footfall heat-map Analytics Real-time mapping & tracking Outdoor GPS Integration Compelling loyalty programs Targeted promotion Revenue Generation
- 9. 9 RUCKUS WIRELESSINC. PROPRIETARY Grow Footprint Own the Traffic WiFi-as-a-Service Wi-Fi Roaming Partnership WiFi-as-a-Service 3 o Cloud-based Wi-Fi Architecture o Become a strategic supplier to the venue o Provide additional services in the future o Trojan Dog: Can be used as an entry point for a 3G/4G small cell deployment Monetisation Strategy: • Venues pays a monthly fee to operator to deploy and operate • Operator monetises the network with location based services (eg. Shopping Mall) • Operator monetises the network using an ad supported model UX Based Wi-Fi
- 10. 10 RUCKUS WIRELESSINC. PROPRIETARY Wi-Fi Roaming Partnership WiFi-as-a-Service Grow Footprint Own the Traffic 4 W-Fi Roaming Partnership Core Integration fo • Authenticating subsc • Policy decision and • Charging, deep pack • End to end QoS • Session mobility bet tion for: ring of users between access pending on e.g. signal quality and es just another RAT to improve end nce PDN- GW WIC Wi-Fi GW AAA HLR PCRF 3GPP RAN Wi-Fi RAN 3GPP Core Wi-Fi RAN Integration Wi-Fi Core Integration UX Based Wi-Fi
- 11. 11 RUCKUS WIRELESSINC. PROPRIETARY Hotspot 2.0 Based Roaming Partners Roaming Hubs Home Network Roaming Consortiums Hotspot 2.0 Access Point Visited Network Monetisation Strategy: • Increase in Usage = Retention and ARPU
- 12. 12 RUCKUS WIRELESSINC. PROPRIETARY Monetisation Strategy: • Ease of use drives traffic. • Traffic drivers all other monetization metrics • Leverage HotSpot 2.0 • Users vs probes Grow Footprint WiFi-as-a-Service Own the Traffic Wi-Fi Roaming Partnership UX Centered Wi-Fi 5 UX based Wi-Fi
- 13. 13 RUCKUS WIRELESSINC. PROPRIETARY Strategy Summary Critical Trivial Easy Difficult
- 14. 14 RUCKUS WIRELESSINC. PROPRIETARY Thank You.