© 2013 – PROPRIETARY AND CONFIDENTIAL INFORMATION OF CVIDYA

Amit Daniel, EVP Marketing & BD

Full Strike – using your data to hit targeting, proposition and strategic initiatives with one shot

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The Williams Family

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Profession Runs his own SME George

Naomi

Hobbies Reading, movies, traveling

and watching specific series on  TV….

Profession EVP Marketing

Patterns Voice, SMS, Roaming, WhatsApp,

Skype

Devices laptop, 2 tablets, Galaxy S3 (paid for by the employer)

Devices laptop, tablet, iPhone (paid for by the SME)

Patterns uses tethering at work

(on the go) and at home

Hobbies Football, biking, National Geographic

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Devices - laptop, tablet, Galaxy S3 Plan - bundle of unlimited SMS and Voice, 1.5GB data (exceeding limit and suffering from bandwidth quality issues) Patterns - Skype, WhatsApp, gaming, HD videos (YouTube)

Devices - iPhone 4S Plan - bundle of unlimited SMS and Voice, 500MB data Patterns - WhatsApp, Facebook Habits - tennis, basketball, action movies

Device - feature phone Plan - prepaid Voice only

Jane 11 6

Jack Stella 14

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Characterizes Them

• Traveling every 2nd weekend of the month which entails 2-4 hours of driving • Traveling abroad – 1-2 times  per  year  (taking  a  few  devices  with  them….) • Music concerts – few times per year • Attending many family attractions (shows, amusement parks, etc.) • Watching movies and purchasing online gaming • Usage of Wi-Fi has been reduced • Subscribed to broadband and cable TV and VOD

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Let’s  Connect  Back  to  The  Provider…

Data Available XDRs, customer details, device, location, account number, point of sale,  revenues…..

Insights Correlation, relationships, patterns,

habits – Needs and communication habits as a

group and as individuals – Patterns of use - profile enrichment – Influencers – Correlations - Friends/family

members/SMEs

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Understanding your data as well as customer usage and needs mean: • Creation of relevant pricing models and

campaigns • Innovation  and    “out  of  the  box”  pricing  

models with 3rd parties partnerships • “Trial and Error”  mode  of  operation

Analytics is Crucial for Mobile Data Pricing

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Operators’  Reality

“Telcos are sitting on a huge pile of data. But they can only efficiently use a small portion. Leveraging it effectively requires a very targeted approach to  gain  usable  outputs.”   (Deutsche Telekom)

“Pricing  models  are  about  moving  from  one-size-fits-all to consumption-based models with much more flexibility and customization built in to allow the end user to make the choices they want to make based on what they need at that moment in time.” (Alicia Dietsch, AT&T)

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Underpin Advanced

Segmentation

Manage the OTT challenge

Maximize returns from LTE

Investments

Improve CLTV

Mobile broadband connections reached $1.6B users in 2012, a 43% growth year-over-year Mobile broadband revenues reached $244.2 billion in 2012, a 21% growth year-on-year Ovum, wireless Intelligence

Opportunity loss potential of 230B USD in 2013-2015

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Quickly and effectively launch new products, tailored  to  customers’  needs  and  preferences

Return the Investment in high-speed networks - Maximize revenue from the data growth engine

Generate new sources of revenue to compensate for decreasing profitability

Offer premium customer experience, to retain competitiveness and market share

Monetize the vast amount of available customer data, across silos and departments

Re-structure the product catalog, to align with latest market changes

CMOs’  Challenges  

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European Telecom Revenues are Decreasing

Source: Arthur D. Little, Exane BNP Paribas Note: Countries covered: Germany, France, UK, Italy, Spain, Netherlands, Belgium, Portugal

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Monetizing Mobile Data

Source: ARCEP, Arthur D. Little analysis

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Tablets Trigger Strong Data Consumption

Source: userADgents, Zenith Optimedia, operators, Arthur D. Little analysis

Note: 75: of tablets sales would be connected in 2015

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Accelerate Data Penetration & Maximize Data Revenue

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Identify Best Candidates for Data Propositions

Who have the highest likelihood for:

Find sophisticated combinations of customer profile, device, and usage attributes, which identify customers:

2 Whose usage/ ARPU are likely to be impacted most positively by:

3 Whose ARPU is least likely to be cannibalized by:

Starting to use data services steadily

Increasing volume of data usage Upgrading data bundle

Upgrading to a more advanced device

Improving the targeting of data propositions can increase conversion rate by 20-25%. Focusing on the customers for whom data adoption or upgrade of data bundle is likely to have the most positive impact can

increase data revenue per customer by over 10%.

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Leverage Customer Relations & Influence

1 Reveal related customer groups (families, small businesses), of which all/most members use data services regularly

2 Find customers who frequently share their data allowance with additional devices via tethering

3 Identify data users who move their SIM cards between several devices (e.g. smartphone, tablet, modem)

Identify best candidates for shared data packs and find their overall data needs

Identify Influencers whose profile, usage, device, and price plan make them good candidates for data bundle/ device upgrade

Leverage the viral impact of these influencers: Prioritize the customers in targeting of data bundle

upgrade/ device upgrade campaigns Potentially offer influencers better terms, to ensure

their adoption (consider ROI of entire influence group)

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Service-Based Data Propositions & 3rd-Party Data Monetization

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Service-Based Data Propositions

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Customers/ customer groups with high-volume of Facebook/ Twitter usage

Offer customers relevant service-driven, rather than volume driven, data proposition, for premium Quality of Experience and as additional source of data revenue - increase  subscribers’  ARPU  by  3-5 Euros

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Customers who are frequently using video streaming/ gaming

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Customers with high-volume of sports/ music streaming

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Customers frequently using VoIP on their mobile

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Customers constantly using data services on an older-generation device

Offer (potentially shared) unlimited Facebook/ Twitter usage, for a fixed monthly fee

Offer video optimization service for additional fee, or direct to video optimization guidelines

Offer  the  operator’s  sports/ music application, or one promoted by the operator, for a discount

Offer guaranteed Quality of Experience for VoIP calls, for an additional fee

Offer subsidized upgrade to an advanced device, for better quality of data services, encouraging higher usage

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Monetize Mobile App. Downloads & OTT Services

Identify  customers’: – Used applications – Areas of interest (sports, gaming, music, videos) – Most used OTT services (e.g. chat applications, VoIP, etc.)

Partner with OTT players to improve  customers’  OTT  experience (3rd-party subsidizes extra data volume/ guaranteed QoE)

Promote 3rd-party mobile applications most matching customers’  interests

Partner with mobile apps. vendors to sell combined bundles - (data volume + apps.) or (device + apps.) - and split the profits

Sell device manufacturers statistic data of how their devices are used / Sell app. developers aggregated profiling of their app. users

Offer the most popular mobile apps. for free, as a loyalty offer - Get special volume discount from the application vendor

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The Williams Family

Offer a shared data plan that covers the needs of all family members , e.g.: – Incentives for gaming / sports providers as part of the pricing bundle – Not  only  mobile…cross  and  up-sell with broadband and VOD offerings

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A leading supplier of Revenue Analytics solutions to communications and digital service providers

Founded: 2001

300 employees in 15 locations worldwide

Deployed at 7 out of the 10 largest operators in the world

150 customers in 64 countries

Globally processing 150 Billion xDRs per day, 55 Trillion xDRs per year

Saving over $12 Billion to providers annual revenue

Partnering with world leading vendors

What You Should Know - cVidya

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Turning your DATA into VALUE

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cVidya  Enrich™  - Product Modules cVidya  Enrich™  - Product Modules

Advanced Data Analysis - Influencers/ Customer Groups (families, small businesses)

Cross-business KPIs - 360° Executive View An included set of always-relevant data analytics

Analysis Sandbox Create your own analytical views

Modular Pre-Modeled Customer Analytics Packages of on-line data analytics, to support strategy of 8 specific business objectives:

Accelerate Data Penetration & Increase Data Revenue

Improve Customer Retention

Service-Based Data Offers & Third-Party Monetization

Strategize LTE Migration

Optimize Price Plan Mgmt.

Improve Customer Acquisition

Optimize Pre-paid to Post-paid Migration

Optimize Roaming Proposition

THANK YOU! www.cvidya.com