demograft monetization

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Demograft Add up to 3 EUR per subscriber to mobile operators’ ARPU and EBITDA

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Page 1: Demograft monetization

Demograft

Add up to 3 EUR per subscriber to

mobile operators’ ARPU and EBITDA

Page 2: Demograft monetization

Demograft – Benefits for a Mobile Operator 1.  Allows data-driven network investment decisions

2.  Enables surgically targeted promotion for mobile broadband

ü  Turns improved customer experience into operator profit

ü  Created  by  CTOs  and  CMOs  

Network performance

Customer experience

Monetization

Page 3: Demograft monetization

How Demograft Delivers Value

Passive subscriber locations

(MPS)

Customer data

(DWH/CRM)

Network statistics

(OSS/ENIQ)

1. Algorithms profile subscribers based on their movements

2. Complement profiles with customer data and network statistics

3. Propose actionable priorities

Page 4: Demograft monetization

1. Network Investment Decisions

•  Identify coverage gaps of mobile broadband –  That radio planning otherwise would not be aware of –  OSS can only see overload, not weak spots or no coverage areas –  Specifically target high-ARPU customers

•  Find difficult to map weak spots in office buildings with high precision –  Turn all smartphone users into sensors to carry out walk tests with no

downloadable app needed

•  Avoid unjustified investments into 3G –  Find customers who use lots of data in overloaded 3G sites. Filter for those who

have LTE coverage also at home, work, while commuting. Check if they have a LTE handset already

•  Locate coverage gaps where profitable inbound roamers are lost to competing networks –  Keep roamers in your network to earn more

Page 5: Demograft monetization

Business Case – Network Investment decisions

•  Identify coverage gaps of mobile broadband –  That radio planning otherwise would not be aware of –  OSS can only see overload, not weak spots or no coverage areas –  Specifically target high-ARPU customers

•  Find difficult to map weak spots in office buildings with high precision –  Turn all smartphone users into sensors to carry out walk tests with no

downloadable app needed

•  Avoid unjustified investments into 3G –  Find customers who use lots of data in overloaded 3G sites. Filter for those who

have LTE coverage also at home, work, while commuting. Check if they have a LTE handset already

•  Locate coverage gaps where profitable inbound roamers are lost to competing networks –  Keep roamers in your network to earn more

Based  on  calcula0ons  of  our  exis0ng  customers**  

3.4  MEUR  

1.6  MEUR  

3.0  MEUR  

2.3  MEUR  

Total:  10.3  Mill  EUR  **Figures  are  converted  to  typical  10  million  subscriber  operator  

Page 6: Demograft monetization

2. Targeted Mobile Broadband Promotion

•  Roll out mobile broadband where high-ARPU customers will use it –  Demograft extracts, where high-ARPU customers move, work, live and use

mobile broadband. And also shows where they would, if they had a coverage –  Roll-out on this subscriber group first to generate revenue earlier and more

•  Upsell subscribers who will get a superior network customer experience –  Target heavy mobile data users –  who are moving, living and working inside good coverage and –  include a handset upgrade if needed

•  Upsell handsets and equipment –  Target subscribers with outdated equipment (dongle, phone), who are not using

LTE yet, yet they have a good coverage –  Invite them to visit the operator shop that is at their commuting route to

increase the impact of the promotion

•  Sell M2M –  Locate areas allowing certain M2M types (bandwidth, latency, availability)

Page 7: Demograft monetization

Business Case – Targeted Mobile Broadband Promotion

•  Roll out mobile broadband where high-ARPU customers will use it –  Demograft extracts, where high-ARPU customers move, work, live and use

mobile broadband. And also shows where they would, if they had a coverage –  Roll-out on this subscriber group first to generate revenue earlier and more

•  Upsell subscribers who will get a superior network customer experience –  Target heavy mobile data users –  who are moving, living and working inside good coverage and –  include a handset upgrade if needed

•  Upsell handsets and equipment –  Target subscribers with outdated equipment (dongle, phone), who are not using

LTE yet, yet they have a good coverage –  Invite them to visit the operator shop that is at their commuting route to

increase the impact of the promotion

•  Sell M2M –  Locate areas allowing certain M2M types (bandwidth, latency, availability)

23.4  MEUR  

3.2  MEUR  

3.0  MEUR  

2.9  MEUR  

Total:  32.5  MEUR  

Based  on  calcula0ons  of  our  exis0ng  customers**  

**Figures  are  converted  to  typical  10  million  subscriber  operator  

Page 8: Demograft monetization

Easy to Deploy and Use

•  Implementation in 1 month –  Only 2-3 vital interfaces – MPS, DWH and optionally OSS –  Hosted set-up available for small networks

•  Superior usability

–  Equips decision makers with the right data when they need it –  Make decisions in minutes

•  Payback in 3 months –  Just put 0.1% of your cells the into right location or –  carry out three wisely targeted campaigns

Page 9: Demograft monetization

1. Find areas with coverage gaps 2. Action: Make it KPI for the organisation: How many high value customers are impacted 3. Action: prioritize areas for network expansion

Network Customer Experience Sample action

Page 10: Demograft monetization

1. Select the target group 2. Select the number of hours in coverage 3. Get MSISDNs of target group 4. Send promotions

Mobile Broadband Promoter

Sample action

Page 11: Demograft monetization

Improve customer experience and prioritize investments into network

Mobile broadband up-sell and roll-out

(Micro)segment the customer base for campaign planning

Monetize big anonymous location data in cooperation with third parties

Four Demograft Usage Areas

Page 12: Demograft monetization

Why Demograft?

•  Solves big challenges of mobile operators that were prioritized by CMOs and CTOs during four months of interviews in fall 2012

•  Designed together with Ericsson MPS 13B

•  Algorithms to process massive amounts of location data are based on Fraunhofer, MIT and Tartu University researchers

•  Available since January 2013, 5 customers since then and several proven business improvement cases with live customers

Page 13: Demograft monetization

Demograft Demos

Screencast with tips www.reach-u.com/demograftdemo

Localized demos

In English https://demo.demograft.com/emirates/targeter https://demo.demograft.com/emirates/mbp https://demo.demograft.com/emirates/nce

In Spanish https://demo.demograft.com/mexico/ https://demo.demograft.com/mexico/mbp https://demo.demograft.com/mexico/nce

Page 14: Demograft monetization

Tel. +372 738 7300 [email protected] www.reach-u.com