Index Quick Rewind of Telco Apps

Lost Opportunities

Future of Telco’s / ISP’s

Importance of customer experience to create successful

Biz.

Segmented Services : Key to successful Biz Model

Potential Biz Models

Secret Sauce

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Quick Rewind of Telco Journey

2000-2005 2005-2010 2010-2012 2013

1. Monotone 2. Wallpapers 3. Snakes &

Tetris 4. Voice & SMS

Billing

1. CRBT 2. Mp3 Tones 3. Game Downloads 4. Embedded Apps

for RT & WP 5. SMS 6. 3rd Party Billing

services

1. Full Track Music 2. Video Streaming 3. 3rd Party IM 4. Embedded Apps 5. Online Games 6. 3rd Party Billing

services

1. OTT Services (IM, Entertainment, Productivity*)

2. 3rd Party Billing Services

Voice & SMS tariffing Data Tariffing Primary focus DATA

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Lost Opportunities

•Which was the first social networking platform?

•Which was the first “Text Expression” platform?

•Which was the first “Location Based Social Platform”?

•Which was the first digital wallet?

• Which was the first “Instant Messenger and Rich Communicator”?

Future of Telco’s / ISP’s

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Dumb Pipe Smart Pipe Artificially Intelligent

Pipe

• Cant afford to be a dumb pipe as the cost vs revenue per subscriber to offer data services is not

• Pipes need to be

smarter by connecting with various OTT services

• Offer more personalized services in partnership with OTT players

• API as a service to create rich and intelligent services with best in class user experience supported by friendly cosnumer models.

Importance of customer experience “Indonesia Telco Case Study”

Pre-BRTI

STOP

Same Service, Same Experience, Same Subscription, New

Campaigns

Listen to Customer “VOICE”

Same Service, New & Simplified Experience,

Simplified Pricing

Segmented Engagements

Profiling Customers

Gained customer Trust &

Simplified Experience

RBT most popular service among all telcos with highest $ contributor

BRTI : Start from scratch, Remove all subscribers

RBT : Subscription service with not-so customer friendly experience

Customer Voice : They don’t trust “SUBSCRIPTION” and experience is not

friendly

RBT Innovation : We removed subscription, “Pay only when your RBT

plays”

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Life-time on the network

Devices Segmented

Segmented based on Usage

& Interests.

Spending Split

Segmented Engagement

SEGMENTED ENGAGEMENT

PROGRAMS

“ API driven Programs”

One size programs

doesn’t fit ALL.

Segment programs based on customer segments.

Create Engagements based on Interests.

Acknowledge feedback to improve engagements.

Always be “Responsive”

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Pricing

Segmented Customers interfacing with 3rd part services

Know your customer

Flow to creating successful Biz Model under Telco Environment

Personalized Services with Freemium Model

Synchronized Manual + Automated responsive system

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Preferable Customer & Biz Models

• Create “Partnered Service” which could generate acquisitions for Telcos

• Services which could get higher engagement & retention will be of greater need.

• Preferable a “Freemium” model, customer do pay when they see a value.

• Partner with Telco's to provide a service with an “Easy to start model with clear KPI’s”

• Focus more on “Communication and Customer reach” as a strong leg for adoption and revenues 11/23/2013 9

Secret Sauce

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THERE IS NO SECRET SAUCE

POTENTIAL INGRIDENTS : • Personalization

• Targeting

• User Experience

• Analytics & Recommendation

• Responsive to customer queries, feedbacks, complaints.

Thank You!

Mail : rajagopal.sunder@bakrietelecom.com Twitter : @rajsunder

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