maximizing your vas services with mobile marketing
TRANSCRIPT
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All rights reserved.
12th NOVEMBER 2013
Sherry Zameer
Head of Solution Sales, CISMEA
SERVICE MANAGEMENT IN THE LTE WORLD Generating new revenue streams,
Enabling multiple subscriptions,
Managing on-demand,
Advanced connectivity and access to new services,
Leveraging high speed access to the SIM,
Turnkey solution for remote updates, provisioning and activation,
Optimising the network by measuring quality of experience.
LTE is launched … what next?
2
How can the MNO be a part of the value chain?
Maintain High Speed connection with SIM card.
Create software marketplace for content and applications
Leverage on user billing relationship for distribution
3
ACTIVATION SERVICES: IMS Activation MARKETPLACE: Deploy & Manage New Smartphone
Applications
SUBSCRIPTION MANAGEMENT: M2M, Operator Services NETWORK PERFORMANCE: Wifi Offload, QoS
ADVANCED CONNECTIVITY FRAMEWORK
BE A PART OF THE VALUE CHAN
Advanced Connectivity Framework
4
Activation Services
Automatic activation of subscription
services in mobile devices as soon
as they are connected to the
network
Mass Management using pull based methodology in activation of LTE services provides
far greater reachability and cost efficiencies than traditional push based methods.
The SIM Card periodically requests the network for it’s service updates.
Pull approach optimizes success
rate by reaching virtually all active
subscribers.
5
Activation Services: Pull vs. Push
Subscription Management Services 6
Immediate access to services No activation failure Mandatory supported by devices
Service Revenues
Strong user authentication Secure IMS data exchanges
Security
No need to enter login/password No need to enter login & connection settings Personalized user settings in the UICC
End-user experience
Cost: less call
Customer care
Activation Services: Benefits
7
Subscription Management
Manage subscriptions and securely
deliver and activate
subscriptions on demand, in an
optimized way to address
mobile broadband consumer
devices and the emerging
M2M market
To provide “always-on” user experience anywhere, cellular connectivity can become a standard feature
for a growing number of devices beyond mobile phones, adding value and differentiation to both
devices and content.
It is essential that connectivity providers simplify the access to data plans and offer customers flexible
subscriptions that can be easily activates and updated.
This statement is also true for the machine-to-machine market, which is looking for solutions driving
operating costs down by improving business process efficiency, and SLAs guaranteeing performance
levels across the globe.
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Marketplace Services
Use Activation Services to detect
Handset Type and bootstrap device
environment for operator
marketplace.
Mobile operators have been left out of the value chain in the mobile digital revolution.
Marketplace services allows operators to promote their own applications or third party
applications but always playing a central role in the value chain.
This capability, coupled with the billing relationship with the end user is a powerful
architecture to regain ownership of the data services revenues.
Having access to the end user
device terminal allows the operator
to promote it’s own applications to
the end user.
A smartphone, bought in a store
by a end user
There are neither telecom
application nor mobile agent on
it
Impossible for the operator to
manage or customize it
Showing the smartphone
Marketplace Services: User Experience – Step 1
The type of smartphone is automatically detected
The end user receives a message to download the mobile agent onto his smartphone
He opens the message which contains a link towards Google Playstore
The mobile agent is actually stored on this app
The subscriber can now download the app which contains the mobile agent
Downloading the client
Marketplace Services: User Experience – Step 2
The subscriber receives a
message asking him if he wants
to install the client or not
Once installed, the subscriber
clicks on open to launch the
mobile client
The mobile client is now on
board and it asks the subscriber
if he wants to complete the set up
Installing the client
Marketplace Services: User Experience – Step 3
Once the set up is completed, the
Smartphone is branded with the
operator’s identity and
applications
Thanks to the mobile agent telecom
operators will be able to promote
their applications whenever they
want
Showing the freshly branded Smartphone
Marketplace Services: User Experience – Step 4
A typical application is the Wi-Fi Offload which enables operators to balance their network load and reduce network congestion
Another application can be the voice over IP application to bring full voice solution to subscribers
The mobile operator can also download an application to detect useful device information such as the OS version or any other device capabilities
Possible applications
Marketplace Services: Typical Applications
These are only some examples the
applications that can be promoted by
the operator
Many more are possible…
Opening up possibilities
Marketplace Services: Tackle the OTT Players
15
Network Quality Connectivity with the device can
feedback valuable QoS parameters
in real-time to generate reports on
Network Quality.
By Aggregating KPI from a crowd of
subscribers, views to network and
device performance are provided
with the individual subscriber’s
experience.
Network quality parameters can include time, location, Make & Model to answers questions and
provide insights to network quality:
• What devices contribute most to the worst call setup experience?
• What devices contribute most to the best call performance?
• Which cell sites cause the most Radio Link Failures?
• What equipment in the Network Participates Most In good/poor Service experience?
• Why are the network rejecting attempts to use service?
• How well is a corporate customer being Served?
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On a regular basis (week, month), evaluation of the
network performance: analyze of specific existing
services (activation, polling, …)
Monitoring of corrective solution
implemented
Identification of root causes when service
delivered is failing or limited: by area, device (UICC,
UE)
MNOs increase the quality of its LTE network while offering
optimum experience to its subscribers
Network Quality: What is the Use Case
New services need top quality experience
Video calls (skype, Facetime, ...), Streaming HD,
Cloud storage, Cloud gaming, files download, ...
MNOs has to ensure high level of satisfaction
to their 4G’s users, while prioritize investments
MNO need to run LTE deployment gradually
Coverage, bandwidth
Quality of new technology implementation
(network, UICC, devices)
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LTE deployment is booming
by end 2013, 234 commercial LTE networks in 83 countries
(GSA)
In 2016, Pyramid Research forcast 592m LTE
subscriptions, equivalent to 7.3% of all cellular
subscriptions at that time
Network Quality: What is the Need
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Audit root causes with priority to analysis
Measure performance and
provide diagnostic
Count failures and collect alerts
Locate and analyze issues (Cartography, root of
failure)
Edit reports
Monitoring of implemented solutions
Help MNO’s to optimize their network planning and
manage the quality during LTE deployment ramp up
Time
Leverage on existing subscribers
Leverage on existing services - no additional
traffic
Focus on end user experience approach
(source of information issued from subscriber
experience)
Network agnostic
example
Differentiators
Network Quality: Value Proposition
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Every time a user enters a predefined area
where WiFi networks are available
The handset automatically handover to the
preferred network
And in predefined scenario such as peak hours
(18-20H), pick days (week ends), or specific
location (high traffic density areas such as home,
offices, coffee shop, …)
The handset will automatically attach to the already configured
preferred MNO’s WiFi networks
Subscription Management vertical - SSSS -
2013
WiFi Offload: What is the Use Case
WiFi hot spots becomes widespread
Wide availability in public places
Smartphones are WiFi devices ahead of being
cellular devices
MNOs need to optimize network resources to better
satisfy their users and control their costs
MNOs try to optimize networks investments:
Balance network load, reduce congestion
Optimize users connectivity
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Data traffic tremendous growth
Mobile internet is increasing dramatically in the last 2-
3 years with Smartphones and tablets capabilities
Subscription Management vertical - SSSS -
2013
WiFi Offload: What is the Need
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Optimize network bandwidth Investment with the best user
experience
Reduce congestion Increase usage
Services / Revenues
Balance network load
Smooth Network investment
Cost optimization
Transparent for user
Already available for Androïd (min V2.2)
End-user experience
Subscription Management vertical - SSSS -
2013
WiFi Offload: Value Proposition
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Advanced Connectivity Framework: Benefits
Thank You!