htg monetizing the ipad a4 2010 8271

8/6/2019 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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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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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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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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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.

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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,

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investments. A goba

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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

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