embracing amenity wi-fi: from the world’s richest wireless ......embracing amenity wi-fi: from the...
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Embracing Amenity Wi-Fi: From the World’s Richest Wireless Resource to the Always Best Connection
Dave Fraser December 4, 2014
Devicescape Proprietary and Confidential
2010 2011 2012 2013 2014
Inside the Data Explosion
2
85%
15%
Smartphone Wi-Fi Usage Surpasses Cellular
54%
37% Cellular
Wi-Fi 63%
46%
2011 2012 2013 New Street Research The Wall Street Journal
Data Tsunami
Traffic
Revenues
LTE and shared data
Devicescape Proprietary and Confidential
0% Are always best
connected
63% of Smartphone Usage is Wi-Fi, yet…
3
91% Of potential public Wi-Fi
connections go unrealized
71% Inconsistently
connect to Wi-Fi
29% Never connect
to home Wi-Fi
83% Find Wi-Fi
connectivity too complex
70% Want their
service provider to deliver integrated Wi-Fi and cellular.
Just keep me connected!
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The Monetization Disconnect
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WiFi Mobile Current Operator Strategy
Monetize
Monetize the entire experience
WiFi Mobile Future
Operator Strategy
Despite the major role of Wi-Fi, operators don’t help, don’t participate, and don’t monetize. Why not?
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Bloomberg’s Emily Chang: Is this (Personal Cellspot) an admission that your network is not that good and you need the help?
T-Mobile CEO John Legere:
Who cares?! If I can give you 5 bars who cares the reason how I do it?
John Legere: “5 Bars—Who Cares How I Do It”
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Telecom Operator’s Evolution of Wi-Fi Adoption
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Virtualized Carrier Wi-Fi: Auto-Connecting to Amenity Wi-Fi Very high Impact Trending to ubiquity
“Home Club” Wi-Fi Higher impact by leveraging CPE Homes that allow sharing
Carrier Wi-Fi Focused Impact High density / value venues
Note: Average Starbucks gets 432 visitors a day; Average home gets fewer than 1
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Virtualizing Public Wi-Fi: The Devicescape CVN
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Devicescape’s Curated Virtual Network (CVN)
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What Brings order to the chaos of public Wi-Fi with a virtual network that acts as a single service
How Through the scale and power of crowd-sourcing, detects and tests real-time QoE for public and affiliate Wi-Fi hotspots
Where Complement LTE, 3G, carrier Wi-Fi, small cells and Home Club Wi-Fi
End Users Confidently, seamlessly, and conveniently connect to high quality public Wi-Fi
Operators Monetize Wi-Fi without the cost of deployment
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Selected Popular Venues in the CVN
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McDonald's Staples Dick's Sporting Goods Saks Fifth Avenue
Starbucks Barclays Bank Bob Evans Macerich Shopping Malls
Dunkin Donuts Firestone Applebees American Airlines Admirals Club
Pizza Hut IHoP Caribou Coffee Bloomingdales
Burger King Safeway Boston Market King Soopers
Wendys Famous Footwear Sheetz ScheelsGuest
Taco Bell OfficeMax Hooters Aurora Health Care
KFC Ruby Tuesday 24 Hour Fitness Tulsa Intl Airport
Tesco Macy's Vons AT&T Park, SF
Krogers Party City Dillard's LAX International
Boots Barnes and Noble Chick-fil-A Wi-Fi McCarran Airport
AT&T Retail Store Pep Boys Hy-Vee Philadelphia Intl Airport
The Home Depot Kaiser California Pizza Kitchen SFO International
Target Stores Sam's Club BJ's Washington Dulles Airport
FedEx Office Best Buy Fred Meyer Disney Hotels
Panera Bread Tim Hortons CarMax Marriott Hotels
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The Curated Virtual Network in North America
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Devicescape Proprietary and Confidential 11
Bucharest
Budapest
Bratislava
Barcelona
Amsterdam
Zagreb
Warsaw
Stockholm Prague
London
The Emerging CVN in Europe
Vienna
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Always Best Connected: Integrating Wi-Fi and Mobile to Drive Data Usage ABCbyD
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Before ABC All-Cellular Case
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ABC Wi-Fi at Home
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ABC Wi-Fi at Home & Office
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ABC “Prefer Wi-Fi” Policy
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ABC “Prefer Mobile”Policy
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ABC “Always Best Connection”
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Cellular
Devicescape’s ABC Solution Spans the Ecosystem
Wi-Fi Radio Control
Private Network Connector
Black-hole Avoidance
Portal Navigation / Auto-connection
Adaptive Network Selection
Auto-Secure VPN
Private Wi-Fi Public Wi-Fi Carrier Wi-Fi
Quality of Experience (QoE) Enforcement
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Monetizing the Entire Data Experience
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Monetizing the Entire Data Experience
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WiFi Mobile Before Directly monetize mobile data Indirectly monetize mobile behavior
WiFi Mobile After CVN
Grows directly monetizable data Expands indirect monetization
grows varies adds
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35
450
Amenity Wi-Fi Monthly Usage (MB)
Before Auto-Connecting After Auto-Connecting
Usage increases 10-fold when auto-connecting
Huge Pent-up Demand for Amenity/Public Wi-Fi!
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ABC Experience – Set by Operator Policy or by User
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1. Prefer Wi-Fi: Maximize use of Wi-Fi networks both private and public.
• Ideal for roaming and offload • More data at less cost
2. Best Connection: Keep user always best connected to the world’s largest selection of network options
• More data due to improved connectivity
3. Prefer Mobile: Maximize use of the 4G LTE network • More data because mobile network would be disconnected
or slow
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Commercial Results: Cellular Data INCREASE (GB/Mo.)
• Six-month analysis
• Large scale deployment
• 64% of base users (Medium level)
• North American Operator
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17%
27%
21%
Prefer Wi-Fi *Best Connected *Prefer Mobile * Initial trial estimate
Devicescape Proprietary and Confidential 25
Monetization Strategies
• Increase mobile data usage • Directly monetize
• Auto Wi-Fi Connectivity • Auto-Secure VPN
• Upsell additional services from Wi-Fi usage insights
• Offer Wi-Fi roaming services
Increase ARPU
• Increased cellular & Wi-Fi traffic delivered for less
• Extend indoor coverage with footprint that complements cellular coverage
• Churn reduction from improved customer experience
• New roaming tariffs may attract new customers
• Differentiation from “keeping customers connected”
Lower Costs
Increase Loyalty
& Market Share
Devicescape Proprietary and Confidential
www.devicescape.com @devicescape [email protected]