Shared Data Plans: An open discussion of the changing data marketplace

Thursday, April 181:45-2:45pm

CCA Global Expo Competing in a Connected World

April 17-19, 2013

Shared Data Plans Panel -

CCA Global Expo Competing in a Connected World

April 17-19, 2013

Moderators:

Corrina HudsonpillarMarketing & Public Relations Supervisor Nex-Tech Wireless

Colleen WrightAssistant General Manager/Marketing Cellular One of East Central Illinois

Panelist:

C Spire WirelessDonna MorganGreg Pruitt

Bluegrass CellularMichelle Tonietti-Goodman

GCI Maureen Moore, Vice President

Agenda• Data and Devices Trends• Panelist POV on Shared Data

• C Spire Wireless• Bluegrass Wireless• GCI Wireless

• Open Discussion with Panel

CCA Global Expo Competing in a Connected World

April 17-19, 2013

Trends driving Shared Data Plans:

• Increasing use video streaming and simplicity to use hotspots via Smartphones

• Carrier spectrum constraints

• Smartphone penetration and use of multiple wireless devices, such tablets, MiFi, and data cards.

• Commoditization of Voice and Messaging services

• Growth of public WiFi networks and WiFi off-loading

Data and Device Trends

61% of US consumers own a Smartphone (Dec. 2012)

17% Own multiple mobile phones

Data and Device Trends

Source: : Yankee Group 2010 Consumer Survey, December, n=15,029 Yankee Group 2011 Consumer Survey, December, n=15,026 Yankee Group 2012 Consumer Survey, December, n=15,803

The average American spends more than 41 hours each week engaging with content across all screens

19.8M Tablets in households with TV (Q4 2012 )

THE CROSS-PLATFORM REPORT | Q4 2012

Data and Device Trends

Tablet Ownership Among All

Consumers

Apple 15%

Samsung 9%

Google 2%

Source: Yankee Group 2012 Consumer Survey, December, n=15,803

American smartphone owners lead all countries in daily mobile video usage (31 percent use at least once per day).

Data and Device TrendsU.S. smartphone owners are equally likely to watch video via

mobileinternet and apps (72 percent)

Includes:• Unlimited Talk and

Messaging• Mobile Hotspot

Data Options: • 1 GB - $50 – lowest price• 2GB - $60 up to 50 GB -

$375o 2GB increase for $10

more

• $15/1GB - Data Overage

Restrictions• Consumer – up to 10

lines• Small Biz – up to 25 lines

April 17, 2013 8

Shared Data – Verizon Wireless

Pricing:• $40 –

Smartphone• $30 – Basic

phone• $20 – Data Only

Devices• $10 – Tablets• $5 – Connected

devices

• Usage Control - $4.99/mo. per device

Includes:• Unlimited Talk and Messaging• Mobile Hotspot

Data Options: • 1 GB - $40 – lowest price• 4GB - $70 up to 50 GB - $500

o 2GB increase for $10 more

• $15/1GB - Data Overage• $15/device for corporate

email, sites and apps

Restrictions• Consumer – up to 10 lines• Small Biz – up to 25 lines

Shared Data – AT&T Wireless

Pricing:• $45 – Smartphone

• $5 off with 4GB and each 2GB increase for $30 lowest price with 10 GBs

• $30 – Basic phone• $20 – Data Only Devices• $10 – Tablets

AT&T Wireless

• Verizon:o Only offer Shared Data plan – simplicityo Focus on Overage Control and Management

• Text Alerts• Usage Control $4.99/mo. per device

o Includes access to business email, apps, etc. in plan

• AT&T:o Offer tiered data plans and Shared Data plans – personalizedo Smartphone rate plan discount with higher data purchase -

complicated• $45 Smartphone rate - $5 higher than Verizon• $5 off with 4GB and each 2GB increase for $30 lowest price with

10 GBso $15/device for access to business email, apps, etc.o Offers no usage controls for Smartphones, tablets, etc.

April 17, 2013 10

Shared Data – What are the Differences?

Personalized Shared Data+ Plans

C Spire Wireless

C Spire Wireless – Corporate Overview

• The nation’s largest privately-held wireless communications company in business for 25 years with nearly 1 million subscribers. Headquartered in Ridgeland, Mississippi and providing wireless service in Mississippi, Tennessee Florida, and Alabama

• C Spire provides personalized wireless services and premier mobile communications devices to consumers and businesses in four states through 65 retail locations, B2B corporate and government sales teams, online at cspire.com and through its Telesales group

• 4G LTE has launched in 37 markets

C Spire Wireless – Personalized Suite of Services

One-of-a-kind rewards

program

Find what you like, without

all the searching

Engaging

you to shape personalized

wirelessPersonalized

news, articles, & content

Personalized Rate Plans without Overage • Shared Data+ – Multi-Screen, Tiered Data • Unlimited Data – Optional Video Streaming

Personalized Shared Data plans

Data Options:• $50 – 1 GB• $60 – 2 GB• $70 – 4 GB• Up to• $600 – 70 GBs

Shared Data plans – C Spire Difference

C Spire Verizon AT&T

Overage Control

FREEPlus – Data Manager

$4.99/mo. per device

NA

Data Overage

Optional Data Top-Up Pass• $10 – 500 MB • $15 – 1 GB• up to $75 – 5 GBs

$15/1GB $15/1GB

Rate Plan Options

• Shared Data• Choice Data with

unlimited data and optional video streaming

Shared Data • Shared Data • Tiered Data

Data Manager

datapass.cspire.com

• All users can see available data

• Only the Authorized Data Manager can purchase a Shared Data+ pass

• Must be done over Cellular DATA connection.

Data Manager - Low Water Mark

• As the data is used once only 20% is remaining, C Spire will alert the Authorized Data Manager that they are running low on Data.

Data Manager - Authorized Data Manager

• Receive low watermark texts

• Only user that can Top Up the account

• Can be a feature phone or a smart phone

Personalized Shared Data+ – Target Segment

• Multi-line and multi-device Users– Trend of data device migration from

broadband plans to Shared Data+

• Business Users – SOHO– Enterprise– Government

Personalized Shared Data vs. Choice Data plans

Shared Data Choice Data

Target Users

Multi-device Users, lines 3+ Individual, Prepaid,

Data Tiered and Shared DataIncludes video streaming and tetheringNo Data Throttling

Unlimited Data Optional video streaming and tetheringData Throttling Applies

VoiceMessaging

Unlimited TalkUnlimited

Metered or Unlimited OptionsUnlimited

Data Controls

• Included FREE• Authorized Data Manager• Optional Top-Up Pass

• Included FREE• Optional Top-Up Pass• Optional Opt-Out for

Data Pass

Personalized Shared Data vs. Choice Data plans

Shared Data Choice Data

1 line $40 Smartphone$60 2 GB$100 Total

$80 SmartphoneUnlimited Data30 mins. Video Streaming$80 Total

2 lines $80 Smartphones $70 4 GB$150 Total or $160 6 GB

$160 Smartphones Unlimited Data30 mins. Video Streaming$160 Total

3 lines $120 Smartphones $ 80 8 GB$200 Total or $210 10 GB

$240 SmartphonesUnlimited Data30 mins. Video Streaming$240 Total

4 lines $160 Smartphones $100 10 GB$260 Total or $270 12 GB

$320 SmartphonesUnlimited Data30 mins. Video Streaming$320 Total

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CCA Global Expo Competing in a Connected World

April 17-19, 2013