The Future of Roaming

Mike Hibberd, Editorial Director,

Telecoms.com

Corine Suscens Senior Marketing Manager, Openet

The Future of Roaming

Mike Hibberd, Editorial Director,

Telecoms.com

Corine Suscens Senior Marketing Manager, Openet

Top Strategies to Increase Data Roaming Revenues

11th April 2013

Corine Suscens, Senior Marketing Manager

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• Activating Dormant Roamers and the role of Data Service Passes

• Operator Case Studies

• Maximizing the Data Roaming Revenue Potential

• Addressing the Upcoming 2014 EU Data Roaming Regulation

Agenda: Top Strategies to Increase Data Roaming Revenues

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Mobile Data Roaming: Untapped Revenue Opportunity

Source: Juniper Research, Mobile

Roaming Report, October 2012

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• Cost control / Real-time visibility

• Simple, clear and reasonable pricing

• Real-time alerts, dashboards, spending limits

• Offer peace of mind

• Stimulates trust and spend

Activating Dormant Roamers

Informa Industry Survey 2013 | 1931 respondents, 600 operators: How successful do you believe the following strategy could be in encouraging subscribers to use data roaming services? (ranked 1-5, 1 being unsuccessful, 5 very successful)

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• Western Europe: Anti-bill shock roaming controls

• Capped charges, spending limits, usage alerts > Revenue increase

• 45% global roaming revenue (2012)

• Only 25% global roamers

• Many dormant roamers unaware of cost reductions and controls

• Keep switching off data

• Importance of timely engagement/interaction

Roaming Cost Control and Real-time Visibility: The Western Europe Example

Sources:

Juniper Research, Mobile Roaming Report, October 2012

European Commission, Special Eurobarometer 356, Roaming in 2010, Publication February 2011

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Real-time Visibility and Interaction: An Opportunity to Upsell Direct to the Device

• Combined real-time alerts with relevant offers

• Timely, context-aware offers

• E.g triggered at airport, when subscriber appears not to be an airport worker (based on frequency)

• E.g. Subscriber to music streaming service switches off roaming data – triggers offer: 1 day 50MB data roaming service pass, with free access to music streaming for €3

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• Flexible, casual access to data services

• Can combine data quota, time, and access to specific applications

• Examples

• 30 MB for 1 day, 100 MB for 1 week

• With or without automatic renewal

• Unlimited access to Google Map for a week

• Total cost control, clarity, simplicity

The Role of Data Service Passes

Informa Industry Survey 2013 1931 respondents, 600 operators: How successful do you believe the following strategy could be in encouraging subscribers to use data roaming services? (ranked 1-5, 1 being unsuccessful, 5 very successful)

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EMEA Operator Challenges

• Customer bill shock & fear of it

• Multiple SIMs/devices and contracts for different countries

• Very competitive marketplace

• High number of frequent travellers

Business Implications

• Poor roaming experience and lack of loyalty

• Missed revenue opportunity

The Role of Data Service Passes – Case Study Increasing Data Roaming Revenues 1/2

Results

•35% increase in data

roaming revenue

• More loyalty: bill shock prevention, innovation, choice

• Reducing customer service costs

• Competitive differentiation

Data Roaming Service Passes

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Data Roaming Service Pass

Control and visibility to customers

• Add-on to base contract • Large distribution (scratch cards, online, SMS) • Pre-purchased and pre-activated • To be activated upon landing in foreign zone

• On landing, SMS advising to set data limits (via SMS) or buy a package

• SMS alerts at 90% & 100% of consumption • Usage can be checked anytime via SMS, USSD

The Role of Data Service Passes – Case Study Increasing Data Roaming Revenues 2/2

Flexibility and choice to

customers

• After package ends, subscriber can buy a new package or set a limit on existing contract

• Roaming package can be extended X times (configurable) to accommodate change of plans

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• Data day pass offered to existing customers who don’t have a data plan

• Increased data revenue and ARPU, cost reduction, customer satisfaction

The Role of Data Service Passes - Case Study Upselling Data - Rogers Communication

Source: Billing World

http://www.billingworld.com/articles/2012/07/rogers-day-pass-pays-off-for-company-and-consumer.aspx

98% Reduction in billing credit &

adjustments

120,000 Reduction in customer care

calls (per year)

15% Data pass users signed up

to post-paid data plan

(within a couple of months)

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• Roaming data passes

• Pre-purchase or purchase while roaming (via text message or an app)

• Automatic activation upon using data services while roaming

• Real-time usage alerts

• Pre-purchased passes expire after 30 days if still not activated

The Role of Data Service Passes – Case Study Roaming Data - Rogers Communications

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• Online purchasing and self provisioning of data service passes - plans active for 30 days or until depleted

• Alerts + customers can view up to date usage on self-care portal (on their device)

• Payment via post-pay bill or credit/debit card for non AT&T subscribers

• Extends market reach and revenue

The Role of Data Service Passes – Case Study Selling Data / Data Roaming to Non Subscribers - AT&T

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Maximizing the Data Roaming Revenue Potential: On-Device Sales/Purchase and Interaction

Informa Industry Survey 2013 | 1931 respondents, 600 operators

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• Opportunity for operators

• On-device engagement to upsell and make purchase easy

• Cost savings: e.g. customer service /sales

• Unprecedented satisfaction for customers

• Convenience: purchase and service delivery anytime, anywhere

• On-device, real-time usage visibility: dashboards, alerts

On-Device Sales/Purchase and Interaction

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• Provide cost control and real-time visibility to roamers

• Better engage with roamers to upsell packages

• Make purchasing easy anytime, anywhere

• Simplest, most effective strategy:

• Data roaming service passes (e.g. 30MB for a day)

• With on-device purchasing and interaction

• And real-time usage dashboards and alerts

= The ultimate data roaming experience (8s video)

Summary: Maximizing Data Roaming Revenues…

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• The 2014 EU Regulation: Creating a roaming marketplace

• From 1st July 2014, customers will be allowed to sign up for an alternative mobile roaming offer, separate from their contract for national mobile services, whilst using the same phone number

• Outlined strategy to secure roaming revenues from existing customers

• Upsell data roaming service passes preferably before they leave

• Send context-aware offers: E.g. at airport

• Enable on-device purchase and real-time usage visibility

• Making money from visitors

• Requires platform flexibility to sell data roaming service passes to non subscribers visiting (e.g. AT&T model)

… and Addressing the Upcoming 2014 EU Regulation

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Thank you Corine Suscens, Senior Marketing Manager corine.suscens@openet.com

www.openet.com/data-roaming