Post on 05-Jan-2016
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Evolution towards Personalized M-Commerce
ServicesJune 21, 2006
CONFIDENTIAL PG 2
Agenda
• Agenda Redknee Key Facts Operator Market Dynamics Delivering Personalization Personalization Use Case
Multi-Device Support Summary
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Redknee Key Facts
Redknee is a leading global provider of communication
software solutions that enable network operators and
service providers to enhance their delivery of innovative and value creating services
(e.g. mobile commerce, voice, messaging, content, data)
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Drivers of Personalization
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Subscriber Essential Service Attributes
• Successful services embody interrelated user values of:• Conspicuous value
Value and operation of service is immediately appreciated • Profound simplicity
Presentment of only essential controls and information• Self-evidence
Controls are intuitive, context sensitive, and adaptive
Requirement - Improve services per the key user values:• Personal
Tailored to the individual & adaptive
• Localized Information relevant to the subscriber’s current location
• Timely Relevant to the subscriber’s current activities and not delayed so
that it becomes a nuisance or irritant • Actionable
React to and control a service in an intuitive manner
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Segmentation
No Segmentation
Demographic & Contextual
Segmentation
Cost ConsciousMedia Savvy College
Pre-teen Clique
Self-employed
InternationalCompany
Concert/Event
Prepaid
Consumer Postpaid
Business
The Ultimate Goal of Personalization – ‘Demographic of ONE’
Typical Segmentation
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@ homeVoice / Internet / IPTV
In-flightVoice / Internet
@ officeVoice / Corporate Network
WirelessVoice / Multimedia
Wireless Data / Corporate / Personal
Service transparency and rating intelligence spans multiple access technologies
Subscriber is both the focal point and point of control
Key metric is subscriber ‘Mind Share’
Subscriber Centric Perspective on Multiple Access Technologies
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Delivering Personalization
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Value of Personalization
• Personalization is the delivery of context Location / Presence / State Subscriber profile / preference information
• Benefits of Context Increases contextual relevance to subscriber Enables services to adapt to the subscriber’s
behavior or mode of operation Facilitates distillation of information and
increases value to subscriber while minimizing network resources
Creates stickiness and increases mind-share of services enable via operator’s infrastructure
Service differentiation and reduced churn
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Personalization
PERSONALIZATION
Personalization increases service value by transparently tailoring service behaviour to reflect user attributes, state and preferences.
A Personalized transaction is a higher Value transaction
USERPROFILE
HG Member 1
HG Member 1
HG Member 1
‘MACRO’ SERVICE
LOCATION
PRESENCE
PRIVACY
PREFERENCES
DEVICE CAPABILITY
GROUPS /CONTACTS
AGEVERIFICATION
PERSONALIZEDSERVICE
GOOGLE: “Restaurant”
Results: 6,121,233 restaurantsfound
Indian restaurant 200m away. Turn left at Green Street. John is less than 500 metres away. Would you like to call him.
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Current Situation
• Current infrastructure does not enable personalization in an effective or efficient manner
Multiple islands of subscriber data
Duplication of user data with no value added functionality
Difficult to access subscriber information (e.g. via an API)
Increased OPEX costs to manage and maintain subscriber data
Difficult to ensure consistency of the user experience
• Latent and growing demand for personalized services
Multi-media devices entering main-stream
Third Party Applications at edge of network are growing exponentially
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Redknee Perspective on Personalization
• Unified Profile Server Enhances and optimizes the
value of every transaction through relevance and context
Allows for the proactive selection of preferential content
Enforcement of all statutory and subscriber privacy criteria
Protects mission-critical network infrastructure
Supports and monetizes SLA’s to content providers via open-APIs
Aggregation and federation of information cumulatively increases client stickiness
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Role of Personalization in a M-Commerce Environment
• Carriers have a central role in the m-commerce value chain: As a trusted intermediary Support of micro-transactions The provision of value added services and information
Subscriber context and preferences
CSCFGGSN
HSS
Internet
Core Network Infrastructure
IMS Value Chain
SGSN
ServiceDevelopmentEnvironment
Carrier and 3-rd Party Application Developers
Open Object Oriented APIs (CORBA, SOAP-XML)OSA, Parlay, OMA Web Services
Applications (VPN, MultiSIM)
CAMEL P4,IP Multimedia Service Control, or Vendor Specific
Services Include: · Traditional IN Services (Prepaid, VPN, PNS)
· Contextual Services (Location/Presence)
· Community-of-Interest Based Services (multi-player gaming, chat)
· Content Based Services (Applications, Streaming, MP3s)
IntelligentDevices
SIP or pre-SIP TCP-IP
Convergent Real-Time Monetization
Copyright (c) - Redknee
UnifiedProfileServer
Service Rights Management Framework
User Profile and Context Web Services APIs (Presence, Preferences, Terminal Information etc.)
State of subscriber is dynamically used to optimize services in Real-Time
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Personalization Use Case
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Multi-SIM – Solution Overview
• Multi-SIM SolutionSupport of up to six
devices via a single service contract
Simultaneous seamless support of ALL services on ALL devices
Presentment of a single dialable number (MSISDN)
Intuitive and proactive delivery of services (per active device and/or per subscriber profile)
Real-time status and control capabilities
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• Unexpected viral adoption 23% of enterprise 9% of consumer
• Increased market leading ARPU metric
Residential Customers: 27 € /month Business Customers: 43 € /month Multi-SIM Customers: 66 € /month
• Increased usage of data services Residential Customers: 20 % Business Customers: 25 % Multi-SIM Customers: 40 %
Multi-SIM – Subscriber Metrics
0
50000
100000
150000
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8
Forecast Actuals Break-Even
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• Higher Revenue by virtue of higher availability and service / rating transparency
“Multiple devices lead to a higher availability – Multicard customer have 50% more incoming calls than the average O2 customer.”
“With O2 Multicard, customers have at least one device for every occasion. This results in 25% more mobile originated call than the average user has on the O2 network.”
• Greater retention via a truly differentiated service
“O2 Multicard customers get used to have several mobiles available for their convenience. No other operator can currently offer a service as flexible and smart as O2 Multicard.”
Multi-SIM – Operator Perspective
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Conclusion
• Focus on subscriber centric values
• Extend principles of relationship marketing and mass customization to the mobile environment
• Enable a Seamless Subscriber Experience
• Reinforce the position of the Network Operator as an identity provider
• Meet and exceed all applicable privacy considerations
• Market Success is a natural byproduct
• IMS is NOT a prerequisite!
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Redknee HQ2560 Matheson Blvd East, Suite 500
Mississauga, ON L4W 4Y9 Canada
http://www.redknee.com