guide: turning dormant roamers into revenues

Turning Dormant Roamers into Revenue: The Role of Data Roaming Service Passes and On-Device Purchasing

Turning Dormant Roamers into Revenue

With 570 million mobile roamers globally, mobile data roaming represents a lucrative source of revenue for operators. However, much of this revenue remains untapped because most roamers choose to turn off mobile data or substantially reduce usage (dormant roamers); this is mainly due to fear of bill shock, as they do not feel comfortable with today’s metered tariffs for roaming and are not in control of charges they may incur – according to research firm Juniper, almost 75% of these 570 million roamers worldwide do not use data.

This guide outlines a simple strategy to stimulate data roaming usage and improve the customer experience by enabling data roaming service passes to be purchased on the device. It discusses:

� The role of service passes in encouraging customers to use data while abroad

� How operators can increase roaming revenue by enabling purchasing anywhere and anytime, using the device as a sales/purchasing channel via an app

� The most effective way to provide real-time visibility and cost control, crucial to activate dormant roamers

� The Top 5 requirements when considering a data roaming service pass solution

Mobile Data Roaming: Untapped Revenue Opportunity

75%75%


Maximizing the Data Roaming Opportunity: The Western Europe Example

The Western Europe example is a testament to how enabling visibility and control over cost can stimulate customer spend.

Following the introduction of anti-bill shock roaming controls (capped charges, spending limits and usage notifications) through regulations, Western Europe roaming revenue actually increased, accounting today for the largest proportion (45%) of global roaming revenue with only 25% of global roamers. These controls have encouraged concerned roamers to use their mobile services while abroad, generating more revenues for operators. However many roamers, still un-aware of reduced roaming charges and anti-bill shock controls, continued to switch off their phones or limit their usage while roaming.

To really maximize the data roaming opportunity and access billions of potential revenue, operators need to:

� Provide roamers with real-time visibility and control over data service usage and costs

� Better engage with roamers to upsell roaming data packages

� Make purchasing of data roaming packages very easy, anytime/anywhere


The simplest, most effective strategy for mobile operators to achieve their data roaming maximization goals is to offer Service Passes (casual data access, e.g. 30MB data for a day) that can be purchased via the customer’s device, through an application that also provides real-time usage dashboards. Such a solution also creates unprecedented levels of customer satisfaction by:

Providing flexible, casual data access to meet various roamers’ needs – for a limited period of time, volume of data, number of events, or specific applications, or any combination of these: e.g. 30MB for a day with or without automatic renewal, unlimited access to Facebook only, access to webmail five times only.

Enabling purchase of service passes directly on their device, anytime, anywhere – operators further increase the revenue potential they can get by making purchasing easy and convenient for customers.

Enabling customers to view/control usage in real-time through dashboards and alerts – providing the transparency they crave, which has been a barrier to data roaming usage.

The Solution: Data Roaming Service Passes with On-Device Purchasing and Control

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The benefits of introducing data roaming service passes that can be purchased on the device are numerous, benefiting both operators and susbcribers. It enables operators to:

Increase data revenues and roaming ARPU (35% experienced by a leading EMEA operator) – by stimulating roamers to use data as they feel more comfortable and in control of their budget and usage, pushing offers, and making purchasing convenient right on the device.

Save on customer service costs – by reducing billshock complaints and enabling a number of self-care tasks without the need for a customer service representative to be involved, including on-device purchases and real-time visibility over usage.

Make customers happy and build loyalty – by providing a more compelling and customized experience, enabling customers to purchase the data roaming package they need when they need it, and providing them with full visibility and control over their service through real-time dashboards and notifications.

Create a competitive edge – by being able to rapidly create and launch multiple, innovative data passes based on various variables (e.g. time, volume, application etc).

Results: More Roaming Revenue, Cost Savings, Happy Customers


When looking for a data roaming service pass solution, the following top five capabilities are to be considered:

Adjunct, end-to-end solution that can be deployed quickly - for faster time to market and lower risk: key goals for operators includes minimizing the impact of introducing a new solution on existing infrastructure, reducing integration overhead, and minimizing time to market.

These goals can be achieved with an end-to-end, flexible service delivery solution that provides a rapid development environment. The capabilities to deploy flexible data charging plans, enable purchases on the device, manage sessions in real-time, and trigger real-time notifications/offers combined with a customer self-care app on the device and interaction gateway allowing visibility over service usage are key elements of such solution.

The solution should also offer a platform flexibility to address the upcoming 2014 EU roaming regulation.

The solution should also offer a platform flexibility to address the upcoming 2014 EU roaming regulation.

Data Roaming Service Pass: Top 5 Solution Requirements

125MB/3DAYS


Support for multiple interaction mechanisms, including on-device app and interaction gateway - for convenient purchase, control to subscribers and customer service cost saving: Subscribers want to be able to have more control over their services and budget. They also want to view up-to-date usage of their services and to undertake a number of tasks (e.g. upgrade, select another plan) without having to involve a customer service representative. Furthermore, subscribers want the freedom to purchase services at their own convenience – without needing further assistance from the operator’s customer service staff.

The capability to support multiple interaction mechanisms to meet various customer expectations is essential to maximize their satisfaction. A smartphone application for purchasing and displaying real-time usage dashboards combined with a secure interaction gateway between the application and the Policy & Charging Control network elements takes customer engagement to a whole new level, enabling true real-time engagement and unprecedented customer satisfaction.

Top 5 Solution Requirements

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Flexible charging capabilities and support for various payment types – for rapid introduction of creative data plans and more options for subscribers: the key to monetizing roamers is to be able to develop transparent, easy-to-understand data plans and provide subscribers with payment options that are convenient for them and risk free for the operator. The solution should enable operators to develop session-based pricing models and rapidly deploy various types of plans to meet customers’ needs and turn them into revenue. Payment types supported should include credit card, Paypal, and even the ability to bill pre-paid mobile data sessions to post-paid accounts.

In the face of increasing competition, evolving and varied customer demands, operators require a flexible solution – where new tariffs can be configured and launched in weeks rather than months - enabling them to quickly innovate and unlock new opportunities.

3Top 5 Solution Requirements


Real-time notifications – to keep subscribers up to date and timely upsell: Timely communication is central to providing control and a satisfying experience. To ensure subscribers are kept informed of the status of their account, alerts play an important role; e.g. purchase confirmation, usage alerts. Operators can also take this opportunity to upsell and build loyalty; e.g. invitation to renew the plan, to upgrade, promotions, loyalty rewards etc.

Dynamic Account/Session Management – for real-time experience and control: key to enabling data service access for a limited period of time, volume of data, number of events, or for specific services, is the real-time management of sessions and account balances. Once the subscriber purchases a plan, it needs to be actively monitored to ensure the related limits are enforced as the service is consumed.

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Top 5 Solution Requirements


Openet’s Data Roaming Service Pass

Openet’s Data Roaming Service Pass allows for significant tariff flexibility as data entitlements can be based on any combination of data quota, time, and application specific access restrictions. Real-time balances, SMS/email notifications and redirects can be easily triggered for all subscribers (prepay and post pay). The solution also includes a smartphone application for purchasing and displaying real-time usage dashboards with a secure Interaction Gateway between the application and the Policy & Charging Control network elements.

Since the introduction of mobile data services in 1998, Openet has helped service providers capitalize on opportunities and overcome challenges. With competitive pressure accelerating, today’s service providers rely on Openet software to evolve business models around networking smartphones, M2M devices, and third party services. Openet’s portfolio combines policy and charging control with device and third party interaction to enable innovative charging models, to control operating cost, and to personalize services. More than 80 of the world’s largest service providers in 28 countries use Openet’s high performance software.

For more information, please visit www.openet.com

Openet

guide: turning dormant roamers into revenues

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