IMS Services: A Guide To Effective Marketing

Given by: William (Duffy) Mich

Chairman & CEO

Aperio CI

Place: RCA Business Development Conference

Date: October 11, 2007

IMS: What Is It?

Internet Protocol Multimedia Subsystem: Technology that enables carriers to deliver rich multimedia content and services to end users Audio Video Data

IMS Enables Providers to Deliver Customized

Content to Meet Individual Preferences

Entertainment Video/Movies Gaming Music

Information News/Weather/Sports Travel Lifestyle

IMS Represents Significant Business Opportunities to Operators

New Revenue Streams Product Differentiation

Counteracts Commoditized Voice Communications

Extends Customer Lifecycles Builds Brand Loyalty

Marketing IMS: A Reality Check

There are certain realities that providers should acknowledge when developing and introducing IMS services to the marketplace: Most consumers are slow adopters of new technology Providers should avoid the temptation of trying to force

feed technology Mainstream vanilla offers may mean little to end users

Use History As A Guide

Many new technologies and services failed to capture mindshare when first released because providers did not accurately gauge market drivers MMS and other data services Voice over IP Web-based self-service portals

Make IMS Services Appealing to End Users

In order to avoid the mistakes of the past, may want to embrace specific nuances that could promulgate IMS adoption Customers are Individuals IMS enables the delivery of individual-specific content Mass marketing IMS services contradicts the inherent

strength of the technology

Strategy: Focus on offers that address individual propensities

Match Services With Customer Propensities

Don’t operate in the dark! Operators have a tremendous wealth of information that can help can help achieve successful IMS market penetration. Through careful analytics, providers can understand: Monthly Spend Geographical Usage Seasonal Spikes Historical Family, Business & Lifestyle Use

Use Data Wisely

Good analytics is a lot more than just collecting and organizing data: Exhaustive retrieval and cleansing of historical

transactional data Pricing call and session activity through various

internal and competitive pricing schemes Matching usage evaluation of customer

propensities

Make IMS Services Appealing

Through careful analytics and evaluation, service providers can target IMS content based on: Where end users are currently located

(restaurants, hotels, airlines, etc.) Historical purchasing trends

(data services, notification services, etc.) Lifestyle/business interests

(travel, sports, finance, etc.)

Data Analytics Can Help Drive IMS Adoption

Provides a detailed understanding of customer behaviors and habits

Allows service providers to offer the most appealing service at the proper time

Enables operators to truly differentiate their services by targeting “Niche” audiences

Conclusion

Data Analytics Enable Providers To Efficiently Market IMS Services Offers that add value to users Maximizes use of marketing resources Creates new revenue streams Builds brand loyalty