cloud4 wi wifi carrier summit workshop
TRANSCRIPT
Ivan MucciniVP Product Planning & Design
How to monetizeWi-Fi services
Workshop
2
Who we are
Value-added services
New Revenue
Users, Businessand Other Service Providers
Baseline
Investment with Compelling ROI
• LBS, Proximity• Analytics• Advertising
• Connectivity and Premium Services• Managed Hotspot• Wi-Fi Roaming
• Broadband and Mobile Retention• Mobile Data Offload
Wi-Fi Value Creation Pyramid
Value-added services
New Revenue
Users, Businessand Other Service Providers
Baseline
Investment with Compelling ROI
• LBS, Proximity• Analytics• Advertising
• Connectivity and Premium Services• Managed Hotspot• Wi-Fi Roaming
• Broadband and Mobile Retention• Mobile Data Offload
Wi-Fi Value Creation Pyramid
5
Carrier
ServiceProviders
MSP
Venues
?
The question is:
Who pays?
6
24%Free Wi-Fi (Worldwide)
84%Free Wi-Fi (U.S.)
Source: JiWire, Q4 2013
The question is:
Who pays?
7
The question is:
Who pays?
«Premium»pay-per-use plans
«expense-account-friendly» locations s
Form
Bit-pipeTo
Service-pipe
Form
Bit-pipeTo
Service-pipe
Wi-Fi ?
10
StadiumStations
Shopping Mall
Sport Event
Retailer
convention
Airport
office
Restaurants
hotspital
hotel
The
Venuesand
amenity Wi-Fi
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15%Establishments sharing Wi-Fi
Chains, big brands and single locations, with any kind of device
Source: Devicescape Insight Services
The
Venuesand
amenity Wi-Fi
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Network Size
# of networks
The
Venuesand
amenity Wi-Fi
fragmentation
13
Today
Vertical Full Managed Connectivity Services
Network Size
# of networks
Classic Approach
Vertical Full Managed Connectivity Services • Wi-Fi network design and planning
• Technical support• Equipment monitoring• Custom branding• Enterprise access• Support – report issues
Example
Partner With:
*Source: AT&T, Hilton, McDonald’s and Starbuck’s websites
Hotspot /users
SP
Venue
Today….
Delivering Wi-Fi
Throughthe Venue
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Network Size
# of networks
Strategy
Hotspot /users
Venue
SP
UseCase
Ivan MucciniMarketing Director
Bit Pipe
Free Wi-Fi hotspots influence venue choice for
95%of users
Source: in-Stat 9/2010
80% of buyers
use mobile in-store to enhance the shopping experience (USA)
Source: JiWire, Q2 2013
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Legacy(heterogeneous, un-managed)
assets
Maximize ROI
Who Pays?
Hardware Installation Maintenance Support …
GoWatchConnect
Sponsored Wi-Fi (ADV)
• 15’’ video ADV• Full page captive
ADV• …
Loyalty
AD free Wi-Fi
ENTER with your loyalty Card ID
MYIDXXX
OR (example)
Sign in withSocial Media
Ex.
Facebook Like(but also follow, check-in, etc)
Brand Awareness
Social Media
Ex.
Facebook Post
Sign in with
Brand Awareness
Hotspot lead generation
Direct Marketing
Socialnetwork
SMS
EngagingLogin Page
30
pull/push
CustomerSurveys
Sing in
LocationBasedAdvertising
LocationBasedAdvertising
Mobile location-targeted campaigns outperformed
non-location targeted campaigns
CPM (cost-per-thousand)
X 10
CTR (click-through-rate)
X 2
Source: Cisco2013, Monetize SP Wi-Fi to Gain Business Advantages
Source: Verve Mobile, Q1 2013 - (State of the Market Location Powered Mobile Advertising Report )
CPM (cost-per-thousand)
X 10
Mobile location-targeted campaigns outperformed
non-location targeted campaigns
CPM (cost-per-thousand)
X 10
CTR (click-through-rate)
X 2
Source: Cisco2013, Monetize SP Wi-Fi to Gain Business Advantages
Source: Verve Mobile, Q1 2013 - (State of the Market Location Powered Mobile Advertising Report )
Location Based
Coupons and ADV
delegate
Addressing
Everyoneneeds
Service packaging
Premium Pack$$$$
Basic Pack
$
• Advertising• Couponing• Full branding• Marketing tool• Gaming• Social login &
marketing
• Social login• Basic branding• Couponing
How we solve the problem
Hotspot /Users
Venue
SP
Involving the Venue
Delivering powerful tools and control
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Scaling the target market
SimpleScalableFlexiblePlatform
Network Size
# of networks
Vendor agnostic, service normalization
Flexible packaging, comprehensive tools
Multi-level, hierarchical control
Fragmentation
Legacy heterogeneous assets
Market needs differentiation
Delegation of services and control
venues
(SP)
Multi-level(managed service + delegated services)
venues
Independent
Splash Portal
Internet Plans
Applications
Access Methods
Multi-level(managed service + delegated services)
(SP)
44
Multi-level(managed service + delegated services)
(SP)
Hierarchical
Delegate full or partial control
EdnaHellenJohn
45
(SP)
venues
Multi-Tenant
SP
customer
venues
Fullcontrol
Multi-level(managed service + delegated services)
46
Cloud management
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Access Methods
Internet Access Policies
End User Management
Splash Portal
Applications
Analytics
Flexibility
Access methods
User Account
Social Login
Click-through
802.1X
Access policies
One Shot / Recurrent Plans
Voucher / PIN
Online Payment
Self-Care
Self-Provisioning
$
EngagingSplash Portal
(Tenant)
venues
Splash Portalmulti-level control
Service & Presence
Analytics
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Wi-Fi AppMarketplace
Wi-Fi AppMarketplace
Location Based advertising
Marketing tools
Survey
Couponing
Gaming, utilities, widgets, etc
Wi-Fi AppMarketplace Open
APIs and App development SDK(coming soon..)
56
Service & App normalization layer
(on top of anyaccess network
Conclusion
Problems(opportunities)
Huge but fragmented market potential
OTT & Verticals competition
Bit-pipe strategies won’t work alone
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Solution Comprehensive,
flexible, service normalization platform
Scalable, cost-saving cloud solution
Involve the Venue delivering self-control and valuable tools
(Backup slides)How to
Control Panel
White Label
• Control Panel Logo
• Login page Logo
• Login page URL
• Login page look
• User guide URL
• Custom Languages
• Custom Policy Terms
Dashboard
End users
WiFi Area Internet Plans
Wi-Fi Marketplace
Analytics
Splash Portal
WiFi Area
• Splash Portal
• Hotspots
• System User
• Internet Plans
• License
• On-Net
WiFi Area Management
Multi-level management
WiFi Area Control Panel
Granular multi-level control
• Locked options (imposed by the Tenant account)
• Unlocked options (customizable by each WiFi area)
• Applied to all main configurationsLock/unlock
Social login & Brand awareness
• Facebook, Twitter, LinkedIn, Google+, VK
• Like/Post• Identify validation
options• User data collection• Policy Control
Splash Portal
• Unlimited Portals per Tenant account
• Multiple layouts / models
• Advanced customizations (CSS)
• Custom URL alias (reachable form Internet)
Splash Portal CMS
• Simplified or complete control interface
• Granular multi-level content management
• Media content & active content (social feeds)
WiFi Marketplace
Advertising
• Captive / Splash mode• Multi level control• Multiple triggers• Banner / Custom
HTML / AdSense• Limited impressions /
clicks / expiration• External monitoring
dashboard the sponsor
App example
Nearby
• Places of interest• Coupons / offers• Users• Hotspots
App example
Analytics
Presence Analytics
• Capture• Engagement• Loyalty
Internet Plans
• Recurrent / One shot• Free / Paid• Voucher mode &
control• Time policies• Self-provisioning• Expiration• Online Payment
(Paypal)
Localization
• Splash Portal Custom languages
• Multiple currency• Data export format• Time zone• Control Panel
languages
& more
