Six Strategies to Monetize DataThomas VasenSubscriber Experience Evangelist

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Revenue growth (?) by country

You can SEE the future...ACT Now

Extract value from data trafficDeep Packet Inspection (DPI)

Active:• Traffic Management

• Policy & Charging Control

Passive:• Analytics & Insights

• Real-Time Triggers

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

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

PRELTE

2G/3G

PSM

PIC

Internet

E-Node B PGW

GGSNSGSNRNC

PCRF OCS

Big Data

Where DPI sits in the Network

6 Strategies

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#1 Bundles

#1 Micro Bundles

Offer service directly after– Top Up– Pay Day

Time based “A day of streamingVideo for 0,5$”

Be timely relevant!

#2 Content Based

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

Examples:

#3 Differentiation

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

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

Un-carrier X: Binge On Differentiation & Network Savings

#4 Devices

#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

Examples3 Family Plan

• Vodafone Family Plan - 3 Family plan

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#5 Location

#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.”

#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

#6 Increase quality to drive usage

Secure Usage based billing

Drive up usage

How? Increase quality!

1 2

(Snappy services use more data)

ScoreCard shows per Application Type

Measuring Throughput, Latency, and Loss For Every Subscriber, on All traffic, All the time

ScoreCard

Break Down by Perspectives

Device

Location / Topology

Subscriber Tier

Location Perspective

Device Perspective

Subscriber Perspective

Sponsored data

OTT service

packaging

Micro bundles

Multi device

packages

Utilizing location

information

Drive Usage by looking at Quality

Thank You!Come to Stand E23thomas.vasen@proceranetworks.com @tvasen

www.rateyournetwork.com