procera at africacom 2015 - six strategies to monetize data
TRANSCRIPT
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Six Strategies to Monetize DataThomas VasenSubscriber Experience Evangelist
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© Digital Route AB 2013 - Proprietary and Confidential Information
Revenue growth (?) by country
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You can SEE the future...ACT Now
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Extract value from data trafficDeep Packet Inspection (DPI)
Active:• Traffic Management
• Policy & Charging Control
Passive:• Analytics & Insights
• Real-Time Triggers
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Differentiate to attract new customer types
Reduces customer acquisition cost
CustomersRule #1: Charge for volumes
Find any way to encourage consumption
Data Consumptio
nKey assets: Who, What, Where
Make it Timely
Insights Value
DPI used to drive new revenue
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Accuracy is fundamental
Encrypted or not value extracted
Making data truly valuable
Subscriber Location Topology Tier / Plan Device Peering Content
How? Understand your traffic!DPI as a monetization technology
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PRELTE
2G/3G
PSM
PIC
Internet
E-Node B PGW
GGSNSGSNRNC
PCRF OCS
Big Data
Where DPI sits in the Network
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6 Strategies
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#1 Bundles
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#1 Micro Bundles
Offer service directly after– Top Up– Pay Day
Time based “A day of streamingVideo for 0,5$”
Be timely relevant!
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#2 Content Based
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OTT Service Packaging• Facebook – allow only Social Media as an internet application, block all other internet access
• OTT Voice Apps In a separate bundle – charge separately to enable Skype etc.
• What’s App Zero Continued messaging even on quota depletion
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Examples:
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#3 Differentiation
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Use Zero Rating to provide free content as part of your packaging
Create Freemium Models to generate interest by allowing the customer to sample the services
#3 Sponsored Data
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Set Music FreeDifferentiation to attract new segments
Separating Music Services from other data– Zero rating music with fair usage control– Including non-audio data (album covers, login etc)
About 3 SwedenWith 4,5 GB per SIM, per month in 2014, 3 Sweden is the operator with the highest mobile data usage in the world source here: figure 2
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Un-carrier X: Binge On Differentiation & Network Savings
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#4 Devices
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#4 Multi-device packages
Impact? Users think less of limits Likelihood to Top-Up much higher Enables those without purchasing power to use data
Enable multiple devices to use the same Data BundleTablet + Phone, Wife and Kids, Whole Family,Tethering and data sharing
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Examples3 Family Plan
• Vodafone Family Plan - 3 Family plan
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#5 Location
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#5 Utilize location information – Real-TimeTurk Telecom and Starbucks
User walks on the street close to café. Phone is low on battery. Starbucks send SMS:
Contextually relevant
Right location
Timely done
Checklist:
Value to retail!
“Why don’t you come in, charge your phone and enjoy a coffee.”
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#5 Utilize location information – OfflineElectronic billboards
Gillette wants to know: “At what time during the day is my target audience driving by?”
Subscriber info known
Contextually relevant
Right location
Checklist:
Value to advertisers!
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#6 Quality
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#6 Increase quality to drive usage
Secure Usage based billing
Drive up usage
How? Increase quality!
1 2
(Snappy services use more data)
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ScoreCard shows per Application Type
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Measuring Throughput, Latency, and Loss For Every Subscriber, on All traffic, All the time
ScoreCard
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Break Down by Perspectives
Device
Location / Topology
Subscriber Tier
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Location Perspective
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Device Perspective
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Subscriber Perspective
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Sponsored data
OTT service
packaging
Micro bundles
Multi device
packages
Utilizing location
information
Drive Usage by looking at Quality