How Shared Data is Driving up Usage and Revenues

‹#›w w w . o p e n e t . c o m© Copyright 2014 Openet – Company Confidential

For Use Under Non-Disclosure Only

Webinar: Shared Data : Plans, Performance and Innovation

23rd July 2014

Martin Morgan, Marketing Director, OpenetAlex Leslie, Billing Views



• The real beginning of innovation from operators

• Spring board for a whole lot more

• Self service – customer in control

• Sponsored data

• Collaboration with OTT players

Shared Data



• TM Forum report into Real time charging

• In two years’ time

• OTT Collaboration – 68 percent

• Free/cheap apps – 45 percent

• Sponsored data – 56 percent

• The beginning is shared data

Shared data



Market OpportunitiesProven ARPU

DriverFirst to market opportunity

Multi Device customers are

stickier

Increasing devices per customer account

AT&T & Verizon have 40%+ Shared Data

penetration on post-pay which has driven

up ARPU by 5-10% per account since its

launch in Q2 2012

Operators in EMEA/APAC have a unique window of

opportunity to gain a first to market advantage by

launching Shared Data plans before commoditization

Customers who have committed more

devices per account to an operator are less

likely to churn. AT&T/Verizon post-pay churn is circa 1.2% per month

Verizon has changed their

ARPU reporting to Average revenue

per account (ARPA) as each post-pay

customer averages 2.8 devices



There 2 main concepts that support Shared Bundles:

• Gifting allows a subscriber to transfer a portion of their allowance to another subscriber

• Data Share • Where 2 or more subscribers combine their allowance• Where 1 subscriber controls the allowance for a number

of consumers combined• Where 1 single B2B allowance is shared among multiple

employees

Shared Bundle Concepts



• Data Share • Where 2 or more subscribers combine their allowance• Where 1 subscriber controls the allowance for a number of consumers combined• Where 1 single B2B allowance is shared among multiple employees • Where 1 allowance is shared between multiple devices

• Individual user consumption can be on a first come first served basis or individual restrictions and bundle consumptions priorities may also apply – e.g. limit kids’ usage on family data bundles

• Typical data share offer process for customers:1 – Select how much data you want to share (e.g. 10 GB, etc)2 – add smartphones to your plan3 - add more devices to your plan (tablets, gaming devices, etc)4 - get value adds – e.g. cloud storage

Data Share Concepts



Shared data was pioneered in the mainstream in North America. Multi-device ownership, increasing usage and adoption of cellular data are all drivers.

Americas: AT&T (USA), Verizon Wireless (USA), T-Mobile (USA), Sprint (USA), Digicel (Bermuda), Rogers (Canada), Telus (Canada),Bell (Canada), bmobile (Trinidad & Tobago),

Asia: Telstra (Australia), Bharti Airtel (India)

Europe: Sonera (Finland), Cosmote (Greece), O2 (Ireland), Telia(Sweden), EE (UK), Tesco (UK), Vodafone (UK), Orange (Slovakia)

M. East: Batelco (Bahrain), Zain (Bahrain), Ooreedoo (Kuwait)

Shared Service Launches



First introduced its Mobile Share Value plans in July 2012. Data can be shared across up to 10 devices, with the option of having no annual contract term. Unlimited talk and texts are included in the plans. There are two tariffs – for the mobile data allowance & for the number of Smartphone lines.

The AT&T mobile data allowance ranges from USD $20 per month for 300 MB up to USD $375 per month for 50 GB as follows:

• $20 USD – 300 MB data allowance

• $45 USD – 1 GB data allowance• $55 USD – 2 GB data allowance• $70 USD – 4 GB data allowance• $80 USD – 6 GB data allowance• $90 USD – 8 GB data allowance

• $100 USD – 10 GB data allowance• $130 USD – 15 GB data allowance• $150 USD – 20 GB data allowance• $225 USD – 30 GB data allowance• $300 USD – 40 GB data allowance• $375 USD – 50 GB data allowance

Examples of Shared Plans – AT&T



Introduced its Share Everything plans in June 2012. Provides unlimited talk and SMS with a monthly charge per line & a variable charge per month depending on the data allowance cost. In 2014 Verizon renamed plan as “More Everything” which includes unlimited calls & SMS and shared data as standard. Plans for families and individuals. Data allowances range from 250 MB up to 50 MB and are shown in the table below.

Verizon More Everything $ per month

250 MB 15500 MB 30

1 GB 402 GB 503 GB 604 GB 706 GB 808 GB 90

10 GB 10012 GB 11014 GB 12016 GB 13018 GB 14020 GB 15030 GB 22540 GB 30050 GB 375

Examples of Shared Plans - Verizon



Performance of Data Share Plans



Multi- Device, Family, Small Business Shared Data Plans

Family Plan €3 per extra sim (Max 3)

Multi-Device (tablet)€2 per extra sim +500mb

Small Business€70 (Max 6)

•Using offer catalog to define offers:• All data bundles are defined through a single GUI

for quickly defining data offers, associated balances, notifications & policy rules (block, throttle etc.)



• Bell Canada offering option of mobile TV as an paid for option / free add-on (6 months) at high end plan.

Adding Other Services to Share Plans



SONERA FINLANDHas launched Sonera Together, which allows 10 people to connect a Smartphone or other device to one account. Plans offered include: • 24.90 Euro per month – Unlimited minutes & SMS • Plus Euro 9.90 per month per Smartphone• Plus Euro 1.90 per month per laptop or Tablet PC

Extra data allowance can be added, with 500 MB costing Euro 9.90 per month up to 20 GB costing Euro 29.90 per month.

And Another Example………



• UK operator EE promotes flexibility in their 4GEE share plans, by enabling customers to add people to their plans at any time they want.

• The message is that if a friend (potential share plan member) is in the middle of a contract (presumably with a competitor) then the customer can add them when that contract finishes.

• Good example of using share plans to attract new customers.

Using Share Plans to Attract Subscribers



• Sprint’s Framily (friends and family) offers lower monthly cost per group member as number of members increase

• Good example of encouraging customers to join a group

• Sprint see this as ‘innovation and marketing’ platform

• Move into sharing data bucket between group members?

Group Plans – Sprint Framily



• Multi-device share plans – e.g. tablets, smartphone driving tablet data usage

• Operators looking to sell more cellular enabled tablets

• T-Mobile have a multi-prong strategy for multi-device adoption• On proposition side: Flexible multi device and family plans • Device side: Offering 4G enabled tablets for the same price as Wi-Fi model• Offering 200Mb of free data per month with each 4G enabled tablet• Trade in Wi-Fi only tablet to offset cost of 4G enabled tablet

Encouraging Multi-Device Adoption and Growth



• Verizon have increased their device per account ratio from 2.4 to 2.8 since launching Shared Data plans in July 2012

• Verizon Q2 results:

• Verizon's Q2 subscriber growth driven largely by 1.15M postpaid tablet additions

• New additions – 304K phone net additions, 1.15M postpaid tablet subscribers

• Verizon – offering extra 1GB data to customer who active tablets on More Everything plans.

• Currently have 5.4M tablets on its postpaid base – plenty of growth opportunities

• Verizon Communications CFO said that tablets provide "a very good incremental value" through increased data consumption and lower churn, noting that LTE tablets drive more data usage than 3G CDMA smartphones. "We see tablets as a highly profitable growth opportunity,"

Tablets Driving Growth



• All AT&T & Verizon sign-ups regardless of whether they add additional family or devices are opted into share plans.

• Voice & SMS are unlimited with the cost per month depending on the amount of data purchased.

• Each additional device/person added to the pool of data costs a set amount per month. E.g. Additional Smartphone = $25, additional tablet = $10

• Devices not just limited to smartphone & tablets• Gaming devices• Mobile internet enabled camera’s• Mobile internet enabled laptops• USB modems• Connected Car• Home Sensor equipment

Operators Making Share Plans Default for Post Paid Additions



• Subscriber can transfer a portion of their allowance to another subscriber

• Charging Model• Donor pays per each recipient and based on

the amount of data transferred• Operator may decide to not charge the

donor or recipient for an initial period to drive up data adoption %

• A gift can be a once off or can be recurring

• Eligibility Rules • Bundles may be “Non Sharable”• Maximum number of beneficiaries per

bundle may be applied• Sample deployments: Ooredoo Kuwait, Airtel

Ghana, MTN Nigeria and Vodacom SA

Gifting



• Gifting functionality is being used in Africa to drive up data adoption among feature phone subscribers

• Data adoption in some markets ranges from 20-40% - get more people using and familiar with data – at no cost to them

• Markets with 80-90% data penetration

• The remaining 10-20% of the base need to be brought into the mobile data sphere and many of these users will not have a data plan particularly those in the older demographic. • This group of subscribers would be receptive to a gift of data from a friend or family

member which will encourage them to sign up to a fixed data plan of their own with a smartphone where necessary

• Option to share data for a specific purpose – e.g. view photos, videos. Many people don’t know what data is, but they know what photos or videos of their grandchildren / friends / family are. Don’t confuse data on it’s own as a product.

• Charging the donor for gifting the data will drive additional revenue for the operator

How Gifting Drives up Data Adoption



• From introduction of shared data plans just two years ago:

• Shared data plans are now mainstream• Adding more devices, more services with

more people• We’re now looking at connecting cars to

plans.

• Data share plans are a success:• Multi-device ownership - fair option for

customers• Q1 / Q2 financial results show:

• Increased usage• Increased share accounts• Increased revenues• Increase in number of devices sharing data

• Share plans – can be used to attract new customers – e.g. group schemes

• Data gifting – enables customers to ‘gift’ data to one another – can encourage data adoption

• Moves into content sharing – TV, Music• More complex account structures,

increasing speed of rolling out new shared services (e.g. want to add 3rd party music to share?)

• Traditional BSS may struggle…………..

Summing Up



QuestionsSend to [email protected]

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How Shared Data is Driving up Usage and Revenues