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Telco in Gen-C
(Connected Consumers) Era
• Computaris
– ISVs: Software lifecycle
– CSPs: BSS solutions
• BSS & VAS (real-time)
– Extracting network knowledge
– Managing subscriber data
– Monetization
• Solutions
– Loyalty & Churn management
– MVNE/O
– Convergent Charging
– Data Policy Management
• 250 employees • 200 projects• 70 operators• Part of R-Systems Group
– $87m in 2011
– 2500 employees
Computaris at a Glance
Bridging the gap between IP and Telecom
Service Launch Hotspots
Africa Asia Pacific EuropeMiddle
EastNorth
AmericaSouth/Ctrl
America
Access & Software 3 5 1 4 3
Advertising 2 6
Application Store/Portal 6 20 16 5 4 2
Communications 7 19 41 5 6 7
Customer Loyalty 1 1 1 1 3
Education 2 3 1 1 2
Healthcare 4 4 10 4 4
Infotainment 3 16 30 5 6 1
Location based services 1 6 8 1
Mobile Apps 2 2 39 1 6 1
Money 27 16 30 3 3 5
Others 3 11 24 1 3
Personalization 1 2 3 1 1
Security 3 6 2 1 3
Services Management 3 11 22 1 7 2
Social Networking 2 4 3 1 1
TV/Video 3 6 41 2 12 6
Utility Services 2 9 8 3
Total 65 131 294 32 68 40
Source: OVUM
Today’s Reality
…the bad news:
smartphone users are
likely to churn; ~40% of
all Smartphone or
applications users are
likely to churn within 1
year from signing a
contract (NSN)
US smartphone penetration
Innovation focus
Source: Nielsen
Digital Darwinism
Gaming:
250Mn users
Social
901Mn FB
Users
Apps: 25bn
Apple apps
downloaded
Music: 16bn
iTunes songs
downloaded
VOIP:
663Mn
Skype Users
Shopping:
800Mn users
Gen C’s behavior in the online world
Generations Merged into One
1946 – 1964
Baby Boomers Generation X
1965 – 1976
Woodstock Why me
Generation Y
1977 – 1994
Gen 9/11
Generation Z
1995 – date
Millennials
The New Global Generation
Gen C - connected consumers – multiple touch points
Connected Communication
Computerized
Community -
oriented
Control
Co-create
Clicking
Change
Gen C by the Numbers
Regardless of age, people are connecting…
Source: IBM
Multi-taskers
57%CHECKED EMAIL
44%SURFED FOR UNRELATED INFO
44%VISITED SOCIAL NETWORKING SITE
DURING
PROGRAM
59%CHECKED EMAIL
44%SURFED FOR UNRELATED INFO
44%VISITED SOCIAL NETWORKING SITE
DURING
COMMERCIAL
WHAT ARE TABLET AND SMARTPJHONE
OWNERS DOING WHILE WATCHING TV?
Gen C - Communication Preferences in 2020
Consumer behavior
ConnectedSocial animal 2.0Huge increase in digital
data consumption
iEverywhereIT/Telecom convergence Data privacy
• Facebook/Twitter accounts
• Proprietary social networks attempts
• Mix of customer care & digital marketing
Telco Brand Engagement in Social Media
Going Social
T-Mobile
T-Mobile US - 4G Tweet Race
T-Mobile Spain – Angry Birds live
(viral campaign)
• First audio status update for Facebook
• Platform that allows you to record a 30 seconds-voice message which is then posted to your wall
Going Social
Telstra
Results
• 20,000 active users in 4 weeks
• Preloaded on 178,000 handsets
as a software update
• Available to all 3,500,000
subscribers
BlurtI
A new way for people to communicate intheir preferred environment!
• Recruited cool teenagers as brand ambassadors at launch
• Australia Virgin Mobile’s Fair Ride– 3 weeks, 75 bicycles hidden in different locations around the state
and clues were released everyday – 1 bike per day as award
Going Social
Virgin Mobile
Opportunities – Alternatives to NFC
Vodafone UK
• Uses GPS information and maps
on smartphones to locate the
closest retailer.
• Users simply download the
voucher to their Smartphone and
show it to the reader
Vouchercloud
Results
• 700,000 active users
• 2,000 merchants offering 8,000
discounts or loyalty schemes
Opportunities – Operator App Stores
SK Telekom
200k Apps+ Content
>$90 Million
Revenue
16 Million Users
Network Agnostic
Franchise Model
Contextual Relevant Content in Local
Language
Developer Engagement and
Support
Focus on user experience
Local market knowledge
SK Planet Key
to Success
Today’s Cutting Edge Loyalty
Tariff Simulator
Self-Learning Churn Prediction Lifecycle Management Automated Targeted
Campaigns
Real-Time Loyalty
Management
Social Network Integration
Bridging the gap between IT and telecoms
• 900 million active users
• 140 friends on average
• 50% of active users log on to
Facebook daily
User experience
My Friends
My Family
My Blogs
My Money
My Lifestyle
My Interests/
Favourites
My Colleagues
My Play
My Likes/Dislikes
• Limited reload & call history
• Profiling subscribers
• Measure campaigns impact & ROI
• Create segmented, dynamic
campaigns
The Mobile Social Network
A new opportunity?
Social network
Operator challenges
• Automatic bonuses
• Advanced self-care channel
• Member-get-Member campaigns
• Surprise bonus campaigns
• Personalized offers
• One click away buying of services
Expand your Facebook audience by offering:
Monetize your audience -efficient up-sell channel on Facebook:
What is the Level of Integration?
Increase & monetize your Facebook audience
• Aggregate data from multiple sources for gen-C
campaigning
• Broaden the scope of traditional services
• Create local developers/gated communities
• Partner/acquire existing (third party) players
• Enable other participants in the value chain
• Communicate value & create emotional connections
by enhancing the use of social networks
Recommended Approach
Collaborate, integrate & add value
