Promoting Roaming Data and Messaging

Promoting Roaming Data and Messaging

Segment-Based Promotion forOutbound & Inbound Roamers

Yoav Kantor

Director, Project Management, Americas

Starhome

Starhome proprietary and confidential 2Starhome proprietary and confidential

HSC with GDA

VHE Outbound Vodafone, Hungary

Case Study 3 – Starhome Impact on Airtime

2

Starhome proprietary and confidential 3

Current Status & Market Research

New Trends

GSM regulation

HPMN roaming segmentation

End user Preference

VPMN unique content

Operator Case Study Examples

Summary

Roaming Messaging – Agenda


Roaming Messaging – Current Market Status

Operators limit use of Welcome/Outbound SMS to: Customer greetings

Home Short Code service

Most operators still target all roamers as a single segment Differentiate via language and

network only

Limited use of creative promotion/messages

Operators do not perceive messaging tools as revenue generators

Consequently, end-users perceive WSMS as of limited value


Starhome’s Market Research Survey Objectives & Methodology (2005)

Starhome conducted market research on operator roaming promotion Operators’ current usage & attitudes

Operators’ future plans

Other planned promotional activities

Scope Led by a leading professional market research

firm

60 operators worldwide

Interviewed roaming and marketing managers


7% Optimal Routing

6%

Portal Access

6% Other

5% None

31%

Data Service

29% Hot Spots

16% Prepaid Recharge

Prepaid recharge

GPRS roaming availability

WiFi access

Email downloads

Callback services

Useful info (emergency nos., roaming info)

Survey Results – Future Plans

Allocation of roaming promotions & distribution


Current Status & Market Research Results

New Trends

GSM regulation

HPMN roaming segmentation

End user Preference

VPMN unique content

Operator Examples

Summary

Agenda


Roaming Messaging Developments

GSMA Regulations

End User

HPMN Roaming Segmentations

VPMN Unique Content

Focus on HPMN offering

Coordination & approval of HPMN

HPMN controls messages sent to its subscribers

End users take their profiles abroad

Shift from VHE to roaming specific needs

Packaging & delivery

Freedom to choose

Looking for value

Opt in \Opt out provisioning

Trend towards delivery of unique content & offering - available only from VPMN

Closer cooperation H\VPMN

9Copyright GSM Association

New PRD BA.47 SMS Marketing Principles Solution

The key management change This PRD is:

SMS Marketing should only be sent by the visited network

if an approval letter has been signed by the home network.


Starhome proprietary and confidential

HPMN Roaming Segmentation

From parallel segmentation to integrated roaming segmentation

Parallel segmentation model

Youth Data Prepaid Roaming Corporate

Integrated roaming segmentation model

Roaming

Roam

ing

Roaming

Roam

ing

Youth

Data

Prepaid

Corporate



PP SegmentSwitch to Vodafone (settings menu) for the best rates, 121, and to TopUp via 2345 with cards & local vouchers. *#1345# free for balance.

The HPMN: Shift from VHE Promotion To New Services & Information Promotion

Pre/Post-paid

Corporate/residential

Youth

3G customers

Corporate SegmentUse Cell4U to download emails using GPRS roaming. Special pricesare offered

Post-paid Segment

Call 5555 free to save money on calls abroad with Vodafone Passport. Stay on Vodafone for thebest rates and for VM121. Enjoy your stay.

Positioning & Segmentation allows Operators to matchend users to the services they need most

Roaming customers should be better segmented



The VPMN: GPRS & 3G Segment– A Single Promotion Tool

Packaging and DeliveryPromote data services for inbound and outbound GPRS/UMTS roamers

Prevent spam Single SMS for multiple applications

WAP Push can be used for: Hot-Spot availability based on location in

visited country Access to dedicated portals for roamers

(e.g. Roaming Mate with all services via single access)

Operator’s home portal

Welcome to Cell4U!Just click on the link

below to view Hot Spot locations in your areahttp://wap.cell4u.com

Packaging & Delivery give end users friendly user interface and service richness



New Trends

Operator Examples

Summary

Agenda



VPMN Unique Content - Localization

Welcome to O2! Obtain useful & fun content for the football championship & relevant info about Germany. Just click the URL. http://wap.rm-o2.de/w?u=4R67d

VPMN Specific Promotion Focus on unique VPMN and V-country offering as part

of Welcome SMS

Targeted events - e.g., Sport Championships, GSM Barcelona, Olympics, Cebit, etc.)



O2 Germany – VPMN World Cup Roaming Content

World Cup Guide - Germany, 2006

Game locations, results

Player, team statistics

Other sporting news



MTC Kuwait – VPMN Roaming Content

Example of religious-oriented tourist content & applications in visited destination

Religious content – prayer times, places of worship



VPMN Specific Promotion Incentive

No conflict between VPMN & HPMN messages

Stickiness to visiting network

Improves end user satisfaction and experience

Increases revenues for both parties



New Trends

Operator Examples

Summary

Agenda



Roaming Messaging Opportunity

Optimize usage Market segments, profiling,

packaging & targeted marketing plans

Develop unique VPMN service value

Increase usage Convert non-users to users

Convince users to use VAS more frequently

Motivate users to stay in each session longer

The Challenge

Optimize roaming messaging tools

Increase usage, indirect traffic & satisfaction



Starhome’s Unique OfferingRoaming Data & Promotion Services

Pioneers of the roaming messaging market

The sole provider of VPMN & HPMN roaming content & applications

Global languages and coverage

Managed service and stand-alone options

First to introduce roaming messaging portal (Roaming Mate®)

Think Global - Act Local!



Starhome Snapshot

Pioneering and leading the Roaming VAS Industry

Technology Leadership Roaming Service Delivery Platform, patents

Trusted vendor Unmatched track record

and customer satisfaction

Comprehensive roaming portfolio – solution categories: Steering of Roaming Roaming VHE & Call Completion Advanced Routing and

Numbering Roaming & Interworking

Enablers Roaming Data and Promotion

1/12

Global connectivity Global Service Operation

Centers

Proven Results Products, live services & ROI



Steering of Roaming

Roaming VHE & Call Completion

Advanced Routing & Numbering

Roaming & Interworking Enablers

Roaming Data & Promotion

Steering of Roaming Intelligent Preferred Network Intelligent Border Roaming (New) Inbound Roaming Manager (New)

Roaming Services Portfolio

Company Overview

Roaming VHE & Call Completion Intelligent Call Assistant® Home Short Code™ with Global

Direct Access Roaming Callback (New) Who Called for Roamers

Advanced Routing & Numbering

Optimal Voicemail Deposit Optimal Routing Local Roaming Number One Number - Multi SIM (New) Local Multi Number (New) SMS Routing Control (New) Roam in Control

IntelliGate RSDP

Roaming Data & Promotion Roaming Mate Proamotion SMS Call4Action Data Charge Advisor (New) Mega Event Promoter (New)

Roaming & Interworking Enablers Global Roaming Coverage Service

(New) Intelligent Roaming Enabler Intelligent SMS Filter (New) Roaming Anti Fraud (New) Roaming QoS Monitor (New) Intelligent Roaming Database (New)



M o b i l e O p e r a t o rP r e m i s e s

Pioneering The Roaming Industry

M o b i l e O p e r a t o r P r e m i s e s

Global ServicesOperations Center

IntelliGate Starhome Backbone

Network

Routine Maintenance

Monitoring

Customer Care

Provisioning

Billing & Reporting

Starhome Back Office

IntelliGate

2/12



Starhome Global Footprint

Access to 50% Worldwide Roaming Traffic

Malta, Vodafone MaltaMexico, TelcelNetherlands, VF Netherlands, Telfort, KPN New Zealand, Vodafone New ZealandPoland, PTCPortugal, Vodafone PortugalRomania, ConnexRussia, MTS, Beeline Serbia, Telekom SrbijaSingapore, MobileOneSlovenia, Si.mobilSouth Africa, VodacomSpain, Vodafone SpainSweden, Vodafone SwedenSwitzerland, Swisscom, SunriseTurkey, AveaUnited Kingdom, Vodafone UK, O2Vietnam, Hutchison

Albania, Vodafone AlbaniaAustralia, Vodafone AustraliaAustria, T-Mobile, MobilkomBahrain, MTC-Vodafone BahrainBelgium, ProximusBulgaria, MobilTelBurkina Fasa, TelmobCanada, Rogers WirelessChina, China MobileColombia, OLACroatia, VipNetCyprus, CytamobileCzechoslovakia, OskarDenmark, TDC MobilEstonia, Elisa Mobiilsideteenused

AS Fiji, Vodafone FijiFinland, ElisaFrance, SFR, Bouygues Telecom

Germany, Vodafone Germany (D2), O2, E+Greece, Vodafone Greece, TIM HellasHong Kong, CSL,, PeoplesHungary, Vodafone HungaryIceland, OG (VF)India, IDEAIndonesia, Telkomsel, ExcelcomindoIsrael, Orange, CellcomItaly, Vodafone ItalyJapan, Vodafone KKKenya, SafaricomKuwait, MTC-VodafoneLiberia, CellcomLiechtenstein, Mobilkom (FL)Lithuania, BiteLuxemburg, LUXGSMMacedonia, MobimakMaldives, DhiMobile



HSC with GDA

VHE Outbound Vodafone, Hungary

Case Study 3 – Starhome Impact on Airtime

25



Thank You

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Promoting Roaming Data and Messaging

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