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Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs1

The Integrated Charging and Policy Control Route to Data Monetization

Amdocs Revenue Management



The Data Explosion

More Connected Devices

> 5B devices + M2M

Personalization

Network Granularity

More Smartphone traffic

up 42x

3,900% increase in mobile data traffic from 2009-2014*

* Cisco Visual Networking Index (VNI) Global Mobile Data Forecast, 2009–2014

More Content / Apps

OTT Revenue models



The Mobile Data Surge Mobile data traffic will double every year through 2014

Video will contribute two-thirds of the traffic 70% of traffic will be generated by laptops and other portable devices By 2014, non-smart phones will contribute only 4% of the total traffic

Smartphone

Handheld Gaming Console

Tablet

Mobile Phone Projector

Laptop

x24=

x60=

x122=

x300=

x515=Cisco Visual Networking Index (VNI) 2010 forecast

Source:



From Unlimited to tiered pricing schemesV

olu

me

Broadband on Mobile Data Plans Youth 1Mbps 2Mbps 7.2Mbps 14.4Mbps 21Mbps

Monthly Subscription $29 $22.42 $37 $69 $83 $99

Download Speed Up to 1.5Mbps 1Mbps 2Mbps 7.2Mbps 14.4Mbps 21Mbps

Upload Speed Up to 384Kbps 384Kbps 512Kbps 1.5Mbps 5.76Mbps 5.76Mbps

Upload Speed Up to Monthly Free Local Bundled Usage

50GB 30GB 50GB

Excess Charges $0.001 / 2KB (min. of $0.005 / session)

Sp

eed

Combined Volume & Speed



Most operators are planning to launch tiered pricing plans in the next 6-12 months

Yes

No

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

89%

11%

92%

8%

78%

22%

APAC Europe North AmericaN=30

The majority of respondents from all three regions are planning to offer tiered pricing in the next 6-12 months

Is tiered pricing being planned for launch in the next 6-12 months?



Towards Smart Capping

3GB

Upload speed up to 5Mbps

€ 25Thereafter € 1 per day

1GB


€15Thereafter € 2 per day

25GB


10GB


€ 35Thereafter € 1 per day

€ 59Thereafter back to 2.5G

speed in time of congestions

Any application including P2P and tethering

Le Lion

Any application

P2P allowed 6pm-6am

Le Tiger

No P2P

No tethering

Le Wild Cat

Streaming allowed 6pm-6am

No P2P

No tethering

Le Cat



Are you being requested by marketing to enable innovative data plans?

The majority of service providers from APAC, Europe and North America say that commercialization of data plans are driven by their marketing departments

Yes

No

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

78%

22%

83%

17%

89%

11%

APAC Europe North AmericaN=30

Are you being requested by marketing to enable innovative data plans?



Integration of Policy and Charging- Enables new Monetization Models

Simple and

Clear



Existing Solutions

The Evolution of Data Services

5GB for 65$Split between family membersIndividual Quotas: Parents: 30GB, 2 Kids: 10 GB eachBandwidth QOS: Parents: up to 4Mbit/sKids: 2 MbpsMove to Pre-Pay if exceededBlock P2P services

Family Account

2GB for $20Bandwidth:up to 2 Mbps

2GB for $20For iPadUp to 7.1 Mbps



The Evolution of Data Services

Family AccountThe Future of Data ServicesExisting Solutions

5GB for 20$

Bandwidth:up to 2 Mbps

5GB for 20$

Across Multiple Devices W

irele

ss

Wire

line

IPTV

BB

4G / LTE

3G

WiFi

PSTN



Operators demand for integrated policy and charging solution is overwhelming

Do you see a need for policy and charging integration?

Yes

No

0% 50% 100% 150% 200% 250% 300%

89%

11%

1 67%

33%

North America Europe APACN=30

Globally the need for integrated policy and charging by operators is overwhelming APAC operators are displaying some resistance but that could be because of lack of understanding of the potential Market education and thought leadership by Amdocs in APAC will be helpful



Have you tried integrating charging and policy?

The majority of service providers report that they have not tried integrating charging and policy Those who said they have, also noted that it was not successful

Yes

No

0% 50% 100% 150% 200% 250% 300%

22%

67%

8%

92% 100%

North America Europe APAC

N=30

Have you tried integrating charging and policy?



Amdocs & BridgewaterRedefining the Data Experience

BSS

Self Service

Packet Core

DPIData GW

Radio Access NW User Equipment

Customer Management

Provisioning

PCRF

SPRSubscriber Data & Policies SPR

Amdocs & Bridgewater

Bridging the Network and BSS to Deliver a Superior Data Experience

Uniquely couple granular network information and subscriber policies with state-of-the-art real-time charging capabilities

Offer a complete solution enabling service providers to achieve market differentiation through personalized, advanced data monetization business models

Achieve faster time to market by streamlining BSS processes and eliminating data inconsistencies



Service Monetization Examples

5GB for $30

Pay as you go if exceeded

Overall Cap

3G Network usage - 1GB

4G Network usage - 4GB

5GB for $30

Get lower priority on network if exceed

Split between networks

Video- 2GB limit

P2P – 1GB limit

5GB for $30

Block data type usage if exceed

Data Type Limitation

Unlimited Facebook,

Limit 1GB –YouTube etc.

5GB for $30

Compress videos if exceed

Content Limitation

8am-5pm count usage, other hours do not count

5GB for $30

Reduce bandwidth if exceed

Peak / Off-Peak hours

5GB for $30

Move to Pre-Pay if exceed

Split between family members

Parents: 3GB

2 kids: 1GB each



Revenue share agreement

Monetization ModelsPartner Agreements – Revenue Share

Multi dimensional characteristics

Device Type

iPhone, iPad, Laptop, eReader…

Service Location

Home \ Office Zone, Roaming…

Network Status

Congestion

Traffic \ service type

Video, VOIP, Tethering, P2P, Facebook…

Customer Info setting hierarchies and priorities

Business,VIP, Family, Gov…

Tiered packages parameters

Qos

Speed, Latency

Quota \ Usage

Time, Credit, Volume

Complementary add-ons

Monetization adds-on

QoSStep up, step down

Bandwidth on demand



Premium QoS for OTT Providers“HD Button”

HD Video Streaming Offer the customer to

view a piece of content in a higher quality

guaranteed

“HD” bottom, price can be determined dynamically upon:

1. Network congestion2. Demand for the

content

Price for reservation

Define your reservation

Current Price Tag

Submit



The majority of respondents from all three regions are looking most to Data plans share between several devices followed by Data plans shared between several family members

What type of data plans are you thinking of offering?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

85%

75%

22%

92%

82%

28%

70%

45%

11%

APAC Europe North America

Offering QOS boost for business users accessing business apps

Data plans shared between several family members

Data plans shared between several devices (e.g. tablet, smartphone)

What type of data plans are you thinking offering?



Questions…

How many HD movies can you view with a 5GB / month package?

What minimum bandwidth shall you subscribe to for your FaceTime video calls?



The Next Step - Value Based Pricing

Unlimited Plans

(e.g. $30 all you can eat)

Tiered Pricing Based on Quota

(e.g. 1GB / 5GB / 10GB)

Advanced Tiered Pricing Based on Value

(e.g. Movie / games package)

Small % users consume the most bandwidth

MB/GB is not intuitive to customers

Base package with content add-ons

Value Based Pricing



From Data Access to Data Experience

Advanced monetization schemes require integrated charging and policy capabilities

Data monetization strategies are slowly shifting from providing simple access to data to providing the best user experience and enhanced capabilities

Access

Experience

Unlimited

Quotabased

Tiered

Bundled

Quality of Service

Value based



Shahar Yaacobi

[email protected]

Thank you

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