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12th NOVEMBER 2013

Sherry Zameer

Head of Solution Sales, CISMEA

SERVICE MANAGEMENT IN THE LTE WORLD Generating new revenue streams,

Enabling multiple subscriptions,

Managing on-demand,

Advanced connectivity and access to new services,

Leveraging high speed access to the SIM,

Turnkey solution for remote updates, provisioning and activation,

Optimising the network by measuring quality of experience.

LTE is launched … what next?

2

How can the MNO be a part of the value chain?

Maintain High Speed connection with SIM card.

Create software marketplace for content and applications

Leverage on user billing relationship for distribution

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ACTIVATION SERVICES: IMS Activation MARKETPLACE: Deploy & Manage New Smartphone

Applications

SUBSCRIPTION MANAGEMENT: M2M, Operator Services NETWORK PERFORMANCE: Wifi Offload, QoS

ADVANCED CONNECTIVITY FRAMEWORK

BE A PART OF THE VALUE CHAN

Advanced Connectivity Framework

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Activation Services

Automatic activation of subscription

services in mobile devices as soon

as they are connected to the

network

Mass Management using pull based methodology in activation of LTE services provides

far greater reachability and cost efficiencies than traditional push based methods.

The SIM Card periodically requests the network for it’s service updates.

Pull approach optimizes success

rate by reaching virtually all active

subscribers.

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Activation Services: Pull vs. Push

Subscription Management Services 6

Immediate access to services No activation failure Mandatory supported by devices

Service Revenues

Strong user authentication Secure IMS data exchanges

Security

No need to enter login/password No need to enter login & connection settings Personalized user settings in the UICC

End-user experience

Cost: less call

Customer care

Activation Services: Benefits

7

Subscription Management

Manage subscriptions and securely

deliver and activate

subscriptions on demand, in an

optimized way to address

mobile broadband consumer

devices and the emerging

M2M market

To provide “always-on” user experience anywhere, cellular connectivity can become a standard feature

for a growing number of devices beyond mobile phones, adding value and differentiation to both

devices and content.

It is essential that connectivity providers simplify the access to data plans and offer customers flexible

subscriptions that can be easily activates and updated.

This statement is also true for the machine-to-machine market, which is looking for solutions driving

operating costs down by improving business process efficiency, and SLAs guaranteeing performance

levels across the globe.

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Marketplace Services

Use Activation Services to detect

Handset Type and bootstrap device

environment for operator

marketplace.

Mobile operators have been left out of the value chain in the mobile digital revolution.

Marketplace services allows operators to promote their own applications or third party

applications but always playing a central role in the value chain.

This capability, coupled with the billing relationship with the end user is a powerful

architecture to regain ownership of the data services revenues.

Having access to the end user

device terminal allows the operator

to promote it’s own applications to

the end user.

A smartphone, bought in a store

by a end user

There are neither telecom

application nor mobile agent on

it

Impossible for the operator to

manage or customize it

Showing the smartphone

Marketplace Services: User Experience – Step 1

The type of smartphone is automatically detected

The end user receives a message to download the mobile agent onto his smartphone

He opens the message which contains a link towards Google Playstore

The mobile agent is actually stored on this app

The subscriber can now download the app which contains the mobile agent

Downloading the client

Marketplace Services: User Experience – Step 2

The subscriber receives a

message asking him if he wants

to install the client or not

Once installed, the subscriber

clicks on open to launch the

mobile client

The mobile client is now on

board and it asks the subscriber

if he wants to complete the set up

Installing the client

Marketplace Services: User Experience – Step 3

Once the set up is completed, the

Smartphone is branded with the

operator’s identity and

applications

Thanks to the mobile agent telecom

operators will be able to promote

their applications whenever they

want

Showing the freshly branded Smartphone

Marketplace Services: User Experience – Step 4

A typical application is the Wi-Fi Offload which enables operators to balance their network load and reduce network congestion

Another application can be the voice over IP application to bring full voice solution to subscribers

The mobile operator can also download an application to detect useful device information such as the OS version or any other device capabilities

Possible applications

Marketplace Services: Typical Applications

These are only some examples the

applications that can be promoted by

the operator

Many more are possible…

Opening up possibilities

Marketplace Services: Tackle the OTT Players

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Network Quality Connectivity with the device can

feedback valuable QoS parameters

in real-time to generate reports on

Network Quality.

By Aggregating KPI from a crowd of

subscribers, views to network and

device performance are provided

with the individual subscriber’s

experience.

Network quality parameters can include time, location, Make & Model to answers questions and

provide insights to network quality:

• What devices contribute most to the worst call setup experience?

• What devices contribute most to the best call performance?

• Which cell sites cause the most Radio Link Failures?

• What equipment in the Network Participates Most In good/poor Service experience?

• Why are the network rejecting attempts to use service?

• How well is a corporate customer being Served?

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On a regular basis (week, month), evaluation of the

network performance: analyze of specific existing

services (activation, polling, …)

Monitoring of corrective solution

implemented

Identification of root causes when service

delivered is failing or limited: by area, device (UICC,

UE)

MNOs increase the quality of its LTE network while offering

optimum experience to its subscribers

Network Quality: What is the Use Case

New services need top quality experience

Video calls (skype, Facetime, ...), Streaming HD,

Cloud storage, Cloud gaming, files download, ...

MNOs has to ensure high level of satisfaction

to their 4G’s users, while prioritize investments

MNO need to run LTE deployment gradually

Coverage, bandwidth

Quality of new technology implementation

(network, UICC, devices)

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LTE deployment is booming

by end 2013, 234 commercial LTE networks in 83 countries

(GSA)

In 2016, Pyramid Research forcast 592m LTE

subscriptions, equivalent to 7.3% of all cellular

subscriptions at that time

Network Quality: What is the Need

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Audit root causes with priority to analysis

Measure performance and

provide diagnostic

Count failures and collect alerts

Locate and analyze issues (Cartography, root of

failure)

Edit reports

Monitoring of implemented solutions

Help MNO’s to optimize their network planning and

manage the quality during LTE deployment ramp up

Time

Leverage on existing subscribers

Leverage on existing services - no additional

traffic

Focus on end user experience approach

(source of information issued from subscriber

experience)

Network agnostic

example

Differentiators

Network Quality: Value Proposition

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Every time a user enters a predefined area

where WiFi networks are available

The handset automatically handover to the

preferred network

And in predefined scenario such as peak hours

(18-20H), pick days (week ends), or specific

location (high traffic density areas such as home,

offices, coffee shop, …)

The handset will automatically attach to the already configured

preferred MNO’s WiFi networks

Subscription Management vertical - SSSS -

2013

WiFi Offload: What is the Use Case

WiFi hot spots becomes widespread

Wide availability in public places

Smartphones are WiFi devices ahead of being

cellular devices

MNOs need to optimize network resources to better

satisfy their users and control their costs

MNOs try to optimize networks investments:

Balance network load, reduce congestion

Optimize users connectivity

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Data traffic tremendous growth

Mobile internet is increasing dramatically in the last 2-

3 years with Smartphones and tablets capabilities

Subscription Management vertical - SSSS -

2013

WiFi Offload: What is the Need

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Optimize network bandwidth Investment with the best user

experience

Reduce congestion Increase usage

Services / Revenues

Balance network load

Smooth Network investment

Cost optimization

Transparent for user

Already available for Androïd (min V2.2)

End-user experience

Subscription Management vertical - SSSS -

2013

WiFi Offload: Value Proposition

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Advanced Connectivity Framework: Benefits

Thank You!