Overcoming The Technical and Operational Challenges Of Implementing Prepaid Roaming
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Transcript of Overcoming The Technical and Operational Challenges Of Implementing Prepaid Roaming
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Overcoming The Technical and Operational Challenges Of
Implementing Prepaid Roaming
Budapest, September 2004
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Content
• Market and prepaid product overview
• Challenges in implementation
• Future development plans
• Conclusions
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Content
• Market and prepaid product overview
• Challenges in implementation
• Future development plans
• Conclusions
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Market and prepaid product overview
• Romanian Market
• Prepaid Market
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Romanian Market overview
p o p u l a t i o n : 2 1 . 6 9 8 . 1 8 1
p e n e t r a t i o n : 38.6%
93.4% 92.0%87.1%
80.8%
73.9% 72.5% 72.2%
60.1% 59.7%
54.1%49.6% 47.7%
35.7%
30.1%
15.6%
0%
20%
40%
60%
80%
100%
European Cellular Penetration Rates
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Romanian Cellular Market Share
CONNEX48.9%
4,089,948
ORANGE47.11%
3,957,000
Cosmorom1.02%85,169
ZAPP2.97%
248,000
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Connex – market leader in Romania
• Connex is the registered trademark of MobiFon, the company that launched the first GSM network in Romania (April, 1997)
• Connex leads the Romanian telecommunications market, with over 4,089,000 GSM customers on June 2004 (65% prepaid/ 35% post paid)
• Connex is the country's most important ISP, with over 200,000 dial-up users
• The main shareholders: TIW (63%) and Vodafone (20.1%)
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Market and prepaid product overview
• Romanian Market
• Prepaid Market
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Connex prepaid products
Connex Go!
SIM based solution
Kamarad
IN based solution
Connex Card
IN based solution
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Connex Prepaid overview
• Sep '00 - Product launch as Kamarad featuring a 2 months outbound period and 10 months of only inbound.
• April ’02 - The launch of the Electronic voucher recharging system
• May ‘02 - Roaming service launch based on Camel 2 platform
• May ’04 - Re-launch prepaid product as a new brand “Cartela Connex”
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Connex Prepaid Roaming overview
• May ‘02 - Roaming service launch based on Camel 2 implementation in the network
• Nov ‘03 – Offer credit inquiry and recharge option through USSD service instead of IVR
• Jan ’04 – Roaming service enhancement (SMS-MO, Self Care, New voice tariffs)
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Content
• Market and prepaid product overview
• Challenges in CAMEL implementation
• Future roaming development plans
• Conclusions
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Challenges in implementation
• Camel Phase 2 deployment in the network
• Roaming service launch– Service configuration– Limitations and issues to solve– Enhancements
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Camel Phase 2 deployment in the network
Why was CAMEL 2 necessary?
• CAMEL 1 could not solve network management issues
• In addition, CAMEL 2 offers powerful new features:– Full roaming pre-paid real-time charging.– Rerouting calls through HPLMN not necessary anymore– Camel 2 - Open Standard for new services
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Camel Phase 2 deployment in the network
January 2001
S-INAP protocol
Service logic
Announcements
Voice Channel
Network
Customers
Siemens
SCP
TX 02Transit MSC
EricssonMSC MSC
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Camel Phase 2 deployment in the network
• How to solve the problem
– Camel standard had begun to be assessed.
– New project started on January 2001
– 11 months of work (design, implementation and testing)
Result in November 2001?Result in November 2001?
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Camel Phase 2 deployment in the network
First operator which implemented Camel 2 protocol in an environment with Siemens IN and Ericsson MSCs
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Camel Phase 2 deployment in the network
November 2001Service logic
Network
Customers
SS7 Signaling
CAP2 protocol
Siemens
SCPSiemens
TX 02Transit MSC
Siemens
EricssonMSC MSC
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Challenges in implementation
• Camel Phase 2 deployment in the network
• Roaming service launch– Service configuration– Limitations and issues to solve– Enhancements
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Roaming service launch
• 1st Phase (May 2002)
– Same prepaid voice capabilities as in home network
– Service activation: Call Customer Service for a 45 days service charged with 0.5 USD
– Services available: all national except SMS-MO and Call Diverts
– Free of charge credit inquiry and recharge options via IVR (same as in home network)
– Zone tariff model
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Roaming service launch
• Issues after 1st Phase Launch
– High volume of free of charge calls to IVR for credit inquiry.
– High roaming mark-ups to cover the cost
– Service limitations - no SMS-MO service available
Higher tariffs
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Roaming service launch
• What to do?
– Launch USSD service for recharge and credit / validity checking
– After 4 months of working in parallel with USSD service, the IVR announcements were suppressed.
– Warning voice announcements related to end of validity period were moved to SMS channel for all national, international and roaming calls
November 2003
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Roaming service launch
• USSD adoption
IVR traffic after USSD launch
0
1000
2000
3000
4000
5000
6000
7000
8000
Jun-03 Jul-03 Aug-03 Sep-03 Oct-03 Nov-03
Bil
lab
le m
inu
tes
USSD launch
IVR stopped
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Roaming service launch
• Enhancements
– Decreased roaming tariffs
– Launch SMS-MO service
– Free of charge service activation
– Increased service validity period from 45 to 120 days
– USSD self care service launched (*100#)
– myBanking – mobile recharging service available in roaming
January 2004
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Roaming service launch
• What were the results in 2004? +30% revenue
+47% out-roamers
Roaming service evolution
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
Nov-03 Dec-03 Jan-04 Feb-04 Mar-04 Apr-04 May-04 Jun-04 Jul-04
US
D
0
2000
4000
6000
8000
10000
12000
No
. of
su
bs
cri
be
rs
Revenue Out-roamers
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Content
• Market and prepaid product overview
• Challenges in implementation
• Future development plans
• Conclusions
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Future development plans
• Extend roaming partnerships– Currently we have 34 operators in 13
countries
• SMS Roaming in countries in which prepaid roaming is not available but postpaid roaming is
• Roaming TopUp – Possibility for Connex customers to buy recharge values when abroad
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Content
• Market and prepaid product overview
• Challenges in implementation
• Future development plans
• Conclusions
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Conclusions
As long as you want to launch a service for which you cannot control all the
costs involved, you will not have a successful service...
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Horatiu DimulescuProject Manager, Prepaid ProductsMobiFon S.A Mobile: +40 722-367 [email protected]
Thank you