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In this webinar, HeyStaks CEO, Dr. Maurice Coyle, tackles a major issue facing mobile operators and service providers today. With the need to invest in the newest and fastest network infrastructure to support new standards such as LTE, ways to derive revenues from these investments must be found. This is made all the more urgent given the fact that traditional voice and messaging revenues are being cannibalised by over-the-top providers like WhatsApp and Skype, who are using the operators’ data utility to do it. Maurice outlines the many pressures that mobile operators and service providers face today, and how the existential threat posed by the rise of over-the-top providers can be mitigated. Core to the message of this webinar is that there are rich sources of revenue locked in the data usage patterns of mobile subscribers and with the advent of big data analytics platforms and technology, there are ways for operators to tap into that revenue. Some of these opportunities are discussed, including how a subscriber’s intent is expressed through their search activity, and how this is a valuable asset in understanding the needs and wants of your customer.
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Maurice Coyle
Lorcan
Jordan
How to Unlock New Revenue Streams from Mobile Subscriber Data
Head of BD
CEO
Tuesday 29th April, 2014
Presentation Outline
• Industry Trends: Growth & Decline
• Strategies for an OTT (over-the-top) World
• Intent in Customer Profiling
• The Problem with Mobile Customer Profiling
• Towards Improved Profiling
Industry Trends: Growth & Decline
Voice & Messaging Revenues are Declining
Source: Chetan Sharma Consulting, 2012
Maurice Coyle
Lorcan
Jordan
Source: Mobile Fourth Wave: The Evolution of the Next Trillion Dollars - Chetan Sharma, 2013
The 4th Curve
OTT / VAS Application Areas
Source: Chetan Sharma Consulting, 2012
Source: Juniper
Source: Chetan Sharma, 2014
Market Maturity Matters
Strategies for an OTT World
Participation levels
• Utility, i.e. delivery of data access that OTT providers build their services on top of.
• Enabler, i.e. operators who create the infrastructure and provide user data to OTT providers.
• OTT/VAS provider, i.e. operators who deliver the products and services their customers use
Attempts to Unseat OTT Providers
• Blocking OTT providers
• Release own OTT apps
• Focus on quality
If You Can’t Beat Them, Join Them
• Partnering with OTT providers
• App-based pricing
• Leverage direct relationship as differentiator to add value
The Problem with Mobile Customer Profiling
The Problem with Mobile Customer Profiling
Male
35 y/o
Dublin
Samsung Galaxy s4
Postpay - €55/month
Female (probably)*
? *
London *
Sony Z1
Prepay - €20/month
Male (probably) *
18 y/o *
Paris *
iPhone 5
Prepay - €35/month
?What does he want? ?
* Demographic / profile information of prepay customers, tends to be customer-provided & unreliable
• Targeting a campaign at, e.g. expectant parents, is not possible with this interface
Source: TheWire.com, 2013
• Poor, inaccurate targeting results in low spend, low campaign ROI and low cost-per-click/cost-per-thousand-impressions
Intent in Customer Profiling
Intent is the Key to Successful Customer Profiling
• Google (49.3%) & Facebook (17.5%) generated 67% of $17.96Bn global mobile ad revenues in 20131
• Demand fulfilment (intent) garners most advertising dollars2
1. http://www.emarketer.com/Article/Driven-by-Facebook-Google-Mobile-Ad-Market-Soars-10537-2013/1010690
2. http://techcrunch.com/2013/04/24/how-the-search-giant-could-fall/
Intent in Mobile is even more Powerful
• Facebook’s stock price and mobile revenue turn-around was a direct result of Facebook Exchange / move to demand fulfilment end of the funnel
Source: eMarketer, 2014
2014 Intent-driven Ad Markets
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Google Facebook Twitter
Mobile Internet Ad Revenue Share, Worldwide
2012 2013 2014
$14.72 Bn
$6.82 Bn
$0.94 Bn
Towards Improved Profiling
Intent Analytics
• Search reflects true intent better than other sources, e.g. social1
• Intent Data from Chango was added to Facebook Exchange in December 2012. Shortly afterwards, revenues (and stock price) climbed rapidly.
Search queries’
HeyStaks Intent Profiling
? ? ?
1. http://www.heystaks.com/public-vs-private-parts-personas-sharing-on-the-recommendation-web/
HeyStaks Richer View of Subscriber Intent
* Demographic / profile information of prepay customers, tends to be customer-provided & unreliable
Male
35 y/o
Dublin
Samsung Galaxy s4
Bill-pay €55/month
Female *
22 y/o *
London *
Sony Z1
Pre-pay - €20/month
Male *
18 y/o *
Paris *
iPhone 5
Pre-pay - €35/month
Designer TravellerDeveloper
• Enhanced interface enables the delivery of high value laser-focussed custom campaigns
Customers can be
targetted based on their
actual intent & preference
Closing remarks
• OTT/VAS represents a significant threat & opportunity
• Successful strategies involve customer knowledge
• Intent-based profiling leads to rich view of customers
• Operators knowing their customer is a path to new revenue
