Procera at AfricaCom 2015 - Six Strategies to Monetize Data
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Six Strategies to Monetize Data Thomas Vasen Subscriber Experience Evangelist
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Transcript of Procera at AfricaCom 2015 - Six Strategies to Monetize Data
Six Strategies to Monetize DataThomas VasenSubscriber Experience Evangelist
© Digital Route AB 2013 - Proprietary and Confidential Information
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
Full photo
#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
Full photo
#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!
Full photo
#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
