htg monetizing the ipad a4 2010 8271
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How To Guide
Monetizing the iPadand New Mobile DevicesThe Role of Subscriber Initiated
Provisioning and Services Passes in
Over-The-Air Service Delivery
Copyight OPENET Teecom, 2010
transactional intelligence
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Copyight Openet Teecom, 2010
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Monetiing the iPad and New Mobie Devices
The npecedented sccess of new mobie devices, incding the iPad, netboos, osmatphones, combined with the exposivey gowing demand fo mobie boadband,pesents opeatos with a nie evene oppotnity to capte as voice evenes decine.Howeve, not a cstomes want to commit to the taditiona ong-tem contacts, o needaccess to a appications and content on the web. Many of them wod ie to be abe toaccess the Intenet on thei own tems, time, and bdget. In fact, most cstomes want moe
exibiity, choice, and conto.
The emegence of new mobie devices sppoting ove-the-ai Activation maes sbscibe
initiated povisioning easy and convenient. When combined with exibe monetiationcapabiities as povided by Sevice Passes, it enabes opeatos to move beyond the conceptof ong-tem sbsciptions to change how mobie data sevices ae sod, odeed, povisioned,and deiveed; giving cstomes access to data sevices when they need it, wheeve theyneed it, in the amont they need.
WHAT THE SOluTION DOES FOr YOu
using Sbscibe Initiated Povisioning and Sevice Passes, opeatos can apidy anchexibe mobie data pans fo new mobie devices, aowing sbscibes to:
Access data sevices when they need it, fom anywhee, with the abiity to sef-activatethe sevice in ea time on thei device
Pchase data sevices fo a imited peiod of time, vome of data, nmbe of events,o specic sevices: e.g. nimited access fo a day, 300 MB fo a month with atomaticenewa ness canceed, access to webmai ony ve times o fo one wee, nimitedaccess to Faceboo ony
receive ega notications: e.g. chage, sage, and invitation to enew the sevice
View thei sage on a sef-cae pota
Atomaticay enew thei data pan o pgade to a onge-tem contact if they want to
As a est, opeatos wi be abe to:
Fully leverage the success and potential of new mobile devices sch as the iPad to
geneate moe evene
Save on customer service costs and make purchases/renewals convenient
Extend market reach to increase revenue potential: mae money fom sbscibeswho wod not commit to a data contact, incding tavees and vacationes wantingdata access fo a imited peiod of time
Build loyalty: povide a moe compeing and cstomied expeience, meetingsbscibes needs when they need it, and poviding them with visibiity and contoove thei sevice
Create competitive edge: ceate mtipe, innovative data pans fo vaios new mobiedevices and apidy depoy them on a singe patfom to achieve faste time to maet
Opeatos cod aso se the sotion to anch effective pomotions that can be icy
dened, oed-ot, and etied. E.g. aowing a sbscibe to downoad a imited amont ofcontent to encoage sevice adoption.
Monetizingthe iPad andNew Mobile
Devices
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Copyight Openet Teecom, 2010
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Monetiing the iPad and New Mobie Devices
THE SuBSCrIBErS VAluE PrOPOSITION
Opeatos wi be abe to povide pesonaied data sevices that meet the sbscibe nieneeds, offeing them the exibiity, choice, and conto they want to fy enjoy thei iPad o
othe new mobie devices. Sbscibes wi be abe to:
Pchase a data pan that ts thei needs, when and whee they need it
Access data sevices withot having to commit to a ong-tem contact
Have bette conto ove thei bdget and view thei sage in ea time
MONETIzATION SOluTION rEquIrEMENTS FOr iPAD AND NEW
MOBIlE DEVICES
When ooing fo a compete sotion to monetie the oppotnity pesented by the iPad andothe new mobie intenet devices, thee ae a nmbe of ey capabiities to be consideed:
End-to-end solution providing a rapid deployment environment - for faster time to
market and lower total cost of ownership: when oing ot new mobie devices on existingnetwo, ey goas fo opeatos is to minimie the impact on the netwo and biing systems,
to edce integation oveheads, and achieve fast time to maet. They can achieve thesewith an end-to-end, exibe sevice deivey sotion that povides a apid deveopmentenvionment, based on indsty standads and best pactices. The capabiities to depoymtipe data chaging pans, to activate the data sevices ove the ai, to manage sessionsin ea time, and a cstome sef-cae pota aowing visibiity ove sevice sage ae eyeements of sch sotion.
Standard-based, scalable, supporting convergence for more exibility and to maximize
return on investment: the sotion mst be abe to sppot opeatos evoving needs,
netwos, and conveged opeatos, offeing them the exibiity to se the same sotion fodiffeent types of sevices and on diffeent netwos. Aso mobie data consmption is fastgowing, eiing a scaabe sotion that mst be abe to sppot high vome of data andenabe opeatos to maximie this evene oppotnity.
Subscriber Initiated provisioning - for a personalised subscriber experience and
reduced OpEx: sbscibes want the feedom to activate thei sevices at thei ownconvenience, to seect the pans that t thei specic needs, and to have the sevice deiveednow withot needing fthe assistance fom the opeatos cstome sevice staff.Sbscibe initiated povisioning is made possibe with new mobie devices, enabing ea-
time ove-the-ai sevice activation and dynamic device conto, aowing opeatos to givethei cstomes easy and convenient access to the Intenet . Whie edcing costs eated tocstome sevice esoces that wod be othewise mch consmed.
Flexible charging capabilities and support for various payment types for creative data
plans and more options to subscribers: the ey to monetiing new mobie devices is tobe abe to deveop tanspaent, easy-to-ndestand data pans and povide sbscibes withpayment options that ae convenient fo them and is fee fo the opeato. The sotionshod enabe opeatos to deveop session-based picing modes and apidy depoy
vaios types of pans to meet cstomes needs and tn them into evene. Payment typessppoted shod incde cedit cad, Paypa, and even the abiity to bi pe-paid mobie datasessions to post-paid acconts.
Dynamic Account/Session Management for real-time experience and control: ey toenabe data sevices to be accessed fo a imited peiod of time, vome of data, nmbeof events, o fo specic sevices, is the ea-time management of sessions and accontbaances. Once the sbscibe pchases a pan, it needs to be activey monitoed to ensethe eated imits ae enfoced as the sevice is consmed.
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Copyight Openet Teecom, 2010
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Monetiing the iPad and New Mobie Devices
Self-care portal giving control to subscribers and saving customer service costs:
sbscibes want to be abe to have moe conto ove thei sevices and bdget. A sef-caepota shod aow them to view p-to-date sage of thei sevices and to ndetae a nmbeof tass (e.g. pgade, seect anothe pan) withot having to invove a cstome seviceepesentative.
Centralized subscriber prole repository - for higher performance and secure,
personalized services: As opeatos go beyond simpe entitement to poviding highypesonaied se expeiences, sbscibe infomation stoed in mtipe systems need to be
accessed. A centaied sbscibe epositoy povides a high pefomance option, enabingthe effective coodination of netwo sbscibe data (e.g. fo ove-the-ai activation) andIT sbscibe data (e.g. fo cstome cae iniies, exibe payment methods), and thecoodination of necessay biing fnctions if the opeato/sbscibe wish to bi the sevice toa post-paid accont.
Automated notications to keep subscribers up to date and upsell: Centa to povidingconto and a satisfying expeience, is timey commnication. To ense sbscibes aeept infomed of the stats of thei accont, text message aets pay an impotant oe; e.g.
pchase conmation, sage aets. Opeatos can aso tae this oppotnity to pse andbid oyaty: e.g. invitation to enew the pan, to pgade, pomotions, oyaty awads etc.
IlluSTrATION
This section descibes an exampe of how a se may pchase, sef activate, and se a
exibe mobie data pan:
Step 1: Chaie tns on his WiFi- o 3G-enabed mobie device and the ode enty potaappeas, inviting him to ceate a sbscibe povisioned accont if he is a new cstome o to
og in if he is a etning one.
Step 2: He can now seect the data pan of his choice and pay by cedit cad o any othe
payment options avaiabe. Some exampes of pans:
300 MB fo 1 day, 1 wee, o one month
500 MB monthy with atomatic enewa ness canceed
unimited access to webmai ony fo 1 wee
Access to Faceboo 5 times within a month
Fig 1: WiFi and 3G Devices
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Copyight Openet Teecom, 2010
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Monetiing the iPad and New Mobie Devices
Step 3: The sbscibe poe is pdated, aowing Chaie to se the data sevice
Step 4: He eceives a message conming the tansaction and can access the web fom hismobie device
Step 5: As he ses the sevice, sage ecods ae geneated and sent to FsionWosBaance Manage to cont down MBs o time depending on the pan.
Step 6: usage theshod wanings ae issed (e.g. aets at 30%) inviting Chaie to enew hispan, seect anothe one, pgade, etc
Step 7: When the seected pan expies, Baance Manage esticts data access in the netwoness the sevice had been enewed o pgaded
OPENETS SuBSCrIBEr INITIATED PrOVISIONING AND SErVICE
PASS SOluTIONS
An end-to-end solution delivered for one of the largest operators in the world, in an
unprecedented 90 days
One of the agest opeatos in the wod sccessfy anched new data pans fo the iPadand fo netboos sing Openets sotion, depoyed within an otstanding deivey timefame
and with eo defects.
The sotion enabes them to secey and apidy deive ove-the-ai sbscibe povisioneddata sevices, aowing them to offe data access imited by dation (i.e. fo a peiod of time),
vome of data, nmbe of events, o specic sevices. The sotion is the fondation fo thei
data pans fo new mobie intenet devices, heping them to achieve thei fast time-to-maetobjectives.
Fige 2: Exampe of domestic data pan
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Copyight 2010 Openet. A ights eseved.
Monetiing the iPad and New Mobie Devices
About OPENET
In an ea of open netwos,
geate cstome choice,
inceased bandwidth
demands, and new content
and sevices, opeatos
need to Mae the Most of
Evey Cstome. Openet
depoys Tansactiona
Inteigence sotions that
maximie the vae fom
netwo investments and
ceates satised cstomes.
Tansactiona Inteigence
is the abiity to ceate vae
fom netwo activity and
to dynamicay conto
sbscibes, netwos and
sevices.
At the coe of o
Tansactiona Inteigence
sotions is the FsionWos
Famewo, a convegent,
moda, ea-time event
pocessing and tansaction
management patfom.FsionWos enabes
opeatos to tansfom thei
BSS/OSS envionments to
capitaie on new sevices,
bsiness modes and netwo
investments. A goba
company, Openet is sed by
the wods agest and most
innovative sevice povides
incding AT&T, BT, Oange,
Testa, Time Wane Cabe,
and Veion Wieess. lean
moe at www.openet.com.
This docment is intended to povide an istation of how Openet sotions can be impemented. Acta
impementations wi vay based on the technica infastcte and bsiness eiements of individa
povides. Fo moe infomation on how Openet can be conged to meet yo specic needs and
eiements, pease contact info@openet.com.
OPENET FuSIONWOrkS PrODuCT SuITE
Openet povides Tansactiona Inteigence fo sevice povides aond the wod to extactmaximm vae fom thei netwo activities. Openet FsionWos deives the capabiityto gain visibiity into netwo sage, dynamicay conto netwo esoces, pesonaie
end-se sevices, and monetie netwo activities. With these capabiities, opeatos can
apidy deive innovative sevices and cost-effectivey enhance sbscibe expeience to gaincompetitive advantage.
residing at the netwo-edge, FsionWos is an event-pocessing, tansaction-managementsoftwae patfom with the pefomance and scaabiity to pocess thosands of tansactionspe second. The FsionWos patfom is composed of ve coe podcts: ConvegentMediation, Convegent Chaging, Netwo Edge rating, Baance Manage, Poe Manageand Poicy Manage. Povides have the exibiity to depoy the podcts eithe as integated
o sepaate components.
Openet is activey advancing indsty standads sch as 3GPP, 3GPP2, Cabelabs, andWiMax Fom standads to sppot geate exibiity fo yo fte netwos and sevices.
Openet sotions ae depoyed by a Pofessiona Sevices team with poven goba expetisein depoying new sevices, pice pans, and pomotions to high avaiabiity mission citica
systems.
The wods eading sevice povides ae sing Openet FsionWos to maximie eveneoppotnities with Tansactiona Inteigence sch as AT&T, BT, Oange, Testa, and VeionWieess.
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