© Neustar, Inc. 1

Gary Zimmerman

Senior Director, Neustar

Big Data Drives Change

© Neustar, Inc. 2

We’re All Connected

© Neustar, Inc. 3

» Services like Voice and Messaging now provided by Internet Companies

» CSPs must differentiate with Strengths• Trust• Quality of Service• Value

Over the Top’s Intrusion

Market Dynamics – Empowering Customers & Enterprises

© Neustar, Inc. / Proprietary and Confidential4

Internet Companies Offer:+Personalized (services, ads)

+Global delivery

- Best effort experience

- Privacy (Trust)

Customers and Enterprises Want:

Anytime, anywhere, any device

Personalized (services, ads)

Best quality

Simplified trust

Communications Service

Providers Offer:

+High quality experience

+Trust

- Packaged service bundles

- Footprint driven

© Neustar, Inc. 5

Your Big DataAdvantage

High Volume

Structured

Organized

Personally Identifiable

Network

Device

Destination

Usage

© Neustar, Inc. 6

Information Advantage

Historical Usage Real Time Data Demographics Behavioral Based Data

© Neustar, Inc. 7

Focus on Unique

» Trusted» Anonymized» Privacy Protected» Unique » Valuable

© Neustar, Inc. 8

Data Brings Answers

Campaigns

Customer Service

Product Management

Retention

Network Experience

Marketing Experience

Your Big Data in Action

9

© Neustar, Inc. / Proprietary and Confidential10

Strategic Techno-adoption GroupsGroup Index Chart

(G2) Affluent Big City

Couples

(G3) Mature Power

Couples

(G1) Affluent Tech

Families

(G7) Young Tech

Starters

(G4) Suburban

Family Followers

(G8) Mature Average

Tech

(G5) Mid Tech

Strivers

(G9) Young

Smartphone Singles

(G6) Accomplished Low

Tech

(G10) Low Tech

Seniors

(G11) Mature Tech

Rejectors

Opportunity

Innovate

Core Strength

US HH Penetration

Penetration of HHs in the Top 3 LTV Deciles

© Neustar, Inc. / Proprietary and Confidential11

What About Streaming Video Content?

Who: Describe Streaming Video Households using demographics, attitudes and behaviors

Where: Find areas with high/low concentrations of streaming video households

Impacting: Product, Marketing, Network Resources

© Neustar, Inc. / Proprietary and Confidential12

Streaming Video GroupsUS HHs HHs Watch Streaming Video Demographics

Group Count Percent Count Percent Penetration Index Average Income

Average Age Children Home

Owners Urbanicity

G9 4,831,573 4.06% 1,744,865 8.73% 36.11% 215 $88,553 39.7 11% 24% 1.8

G4 7,592,354 6.38% 2,217,172 11.10% 29.20% 174 $70,593 34.6 30% 72% 3.3

G2 7,526,397 6.32% 1,910,943 9.57% 25.39% 151 $59,252 40.3 53% 44% 2.8

G1 7,984,432 6.71% 1,995,287 9.99% 24.99% 149 $149,344 44.3 69% 94% 2.9

G5 7,699,172 6.47% 1,889,136 9.46% 24.54% 146 $81,250 36.0 63% 85% 3.0

G7 4,632,180 3.89% 1,034,524 5.18% 22.33% 133 $72,041 35.9 55% 75% 3.3

G3 10,076,076 8.46% 1,941,321 9.72% 19.27% 115 $167,041 53.4 19% 91% 3.1

G8 12,163,682 10.21% 2,000,912 10.02% 16.45% 98 $63,009 46.4 48% 63% 3.4

G6 15,460,806 12.98% 2,047,529 10.25% 13.24% 79 $28,029 43.5 40% 20% 3.5

Everyone Else 41,115,537 34.53% 3,195,595 16.00% 7.77% 46 $64,114 66.3 8% 82% 3.7

Total 119,082,209 100.00% 19,977,284 100.00% 16.78% 100 $69,687 51.2 30% 65% 3.4

© Neustar, Inc. / Proprietary and Confidential13

What StatesDarker states have more HHs likely to watch streaming video

© Neustar, Inc. / Proprietary and Confidential14

Where Around LADarker areas have more HHs likely to watch streaming video

© Neustar, Inc. / Proprietary and Confidential15

Top LA ZIP CodesZIP Code City HHs Penetration Index

90014 Los Angeles 1,139 29.15% 174

90036 Los Angeles 5,470 29.10% 173

90028 Los Angeles 4,581 28.61% 171

90013 Los Angeles 1,519 27.97% 167

90027 Los Angeles 5,984 26.87% 160

90814 Long Beach 2,303 26.52% 158

90010 Los Angeles 809 26.53% 158

90020 Los Angeles 4,668 26.52% 158

91371 Woodland Hills 176 26.35% 157

90012 Los Angeles 3,035 26.13% 156

90401 Santa Monica 1,093 25.77% 154

90094 Los Angeles 782 25.61% 153

90048 Los Angeles 3,140 25.67% 153

90034 Los Angeles 6,793 25.61% 153

90802 Long Beach 5,630 25.65% 153

© Neustar, Inc. / Proprietary and Confidential16

» Visit entertainment news websites

» Far above average internet use

» Visit Turner Digital

» Bought DVD at Target

» Use cell phone for games

» Watch Chelsea Lately on E!

» Enjoy eating foreign foods

» Read Cosmopolitan

Behaviors» Younger, Households age under 44

» Hispanics more likely than others

» Live in more urban areas

» Higher Household income

» Liberal political outlook

» Expect to change jobs in next 12 months

» Want to get to very top of their career

Demographics/Attitudes

Who is streaming video content

© Neustar, Inc. 17

Three thoughts to conclude» Take Advantage of Your Strengths

» Counter Your Weakness

» Drive 3% Financial Improvement

“The uncreative mind can spot wrong answers, but it takes a very creative

mind to spot wrong questions.” - Antony Jay

© Neustar, Inc. 18

Thank you…

Your customers matterNeustar delivers the critical insight you need to promote and grow your business, protect your online presence, and perform in an effective and profitable way

To find out more, visit us at www.neustar.biz/carrier-services