Upload
sandro
View
36
Download
0
Tags:
Embed Size (px)
DESCRIPTION
The Integrated Charging and Policy Control Route to Data Monetization. Shahar Yaacobi, Amdocs. *Cisco Visual Networking Index (VNI) Global Mobile Data Forecast, 2009–2014. The Data Explosion. More Connected Devices. More Smartphone traffic . up 42x. 3,900% . - PowerPoint PPT Presentation
Citation preview
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs1
The Integrated Charging and Policy Control Route to Data Monetization
Shahar Yaacobi, Amdocs
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs2
The Data Explosion
increase in mobile data traffic from 2009-2014*
> 5B devices + M2M
More Connected Devices
Personalization
Network Granularity
More Smartphone traffic up 42x
More Content/Apps
OTT Revenue models
*Cisco Visual Networking Index (VNI) Global Mobile Data Forecast, 2009–2014
3,900%
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2011 – Proprietary and Confidential Information of Amdocs3
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
Source: Cisco Visual Networking Index (VNI) 2010 forecast
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs4
First there was the unlimited data
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs5
The US fight- Cap, Charge or Throttle?
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs6
And Don’t Forget The Customer Experience
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs7
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2011 – Proprietary and Confidential Information of Amdocs8
Users are in transition
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs9
From Unlimited to tiered pricing schemesVo
lum
e
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)
Speed
Combined Volume & Speed
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs10
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?
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs11
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?
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2011 – Proprietary and Confidential Information of Amdocs12
Existing Solutions
The Evolution of Data Services
50GB for $65Split between family members
Individual Quotas: Parents: 30GB, 2 Kids: 10 GB each
Bandwidth QOS: Parents: up to 4Mbit/sKids: 2 Mbps
Move to Pre-Pay if exceeded
Block P2P services
Family Account
2GB for $20Bandwidth:up to 2 Mbps
2GB for $20For iPadUp to 7.1 Mbps
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2011 – Proprietary and Confidential Information of Amdocs13
Family AccountThe Future of Data ServicesExisting Solutions
The Evolution of Data Services
5GB for 20$Bandwidth:up to 2 Mbps
5GB for 20$Across Multiple Devices Wire
less
Wirelin
e
IPTVBB
4G / LTE
3G
WiFi
PSTN
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs14
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
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs15
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
Bridgewater
10+ years pedigree in real-time, ‘non-stop’ network databases
150 Customers Largest installation – 100M subscribers,
14K transactions/sec. Open, Standards-based Product Strategy Multi-Vendor Neutrality Extensive Interoperability with all major
DPI and Gateway vendors First worldwide LTE implementation of HSS
and PCRF Seamless 3G and 4G LTE Support
Amdocs
25+ years experience and expertise in BSS BSS Market Leader with 27% Market Share Over 80 tier 1-2 reference Carrier grade performance and scalability –
benchmarked for 150M subscribers Over 200M convergent charging
subscribers
Holistic customer view across Multiple devices per user Multiple users per account Multiple lines of business All SP’s network types
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
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs16
Integration of Policy and Charging- Enables new monetization models
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
Customer experience
Real time notifications
Redirect to choose additional /new packages
Monetization adds-on
QoSStep up, step down
Bandwidth on demand!
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
Customer experience
Real time notifications
Redirect to choose additional /new packages
Monetization adds-on
QoSStep up, step down
Bandwidth on demand!
Simple and clear
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs17
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 hours5GB for $30
Move to Pre-Pay if exceed
Split between family members
Parents: 3GB 2 kids: 1GB each
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs18
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
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs19
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
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs20
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?
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs21
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
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs22
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
Tiered pricing
Smart capping
Bundled
Quality of Service
Value based
AMDOCS > CUSTOMER EXPERIENCE SYSTEMS INNOVATION
Information Security Level 1 – Confidential © 2010 – Proprietary and Confidential Information of Amdocs23
Shahar Yaacobi
Thank you