Tim SkinnerIntelligence Content ManagerTelecoms.com
Corine SuscensSenior Marketing
ManagerOpenet
Unlocking new revenues with real-time contextual offers
Webinar: Unlocking New Revenues with Real-time Contextual Offers
Corine Suscens, Senior Marketing Manager, Openet
Telecoms.com, 10th December 2014
3© Copyright 2014 Openet
• The Revenue impact of real-time contextual offers• Global Survey of 87 Operators, Openet, October 2014
• Enabling real-time contextual offers: 4 key requirements
• Real-time contextual offers: Top 10 use cases to stimulate spend
• Summary
Agenda
4© Copyright 2014 Openet
The Revenue Impact of Real-time Contextual OffersGlobal Survey of 87 Operators, Openet, 2014
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• Real-time contextual offers: offers triggered by real-time customer context
• Context: user activity, usage, application accessed, location, profile etc
• No capability to trigger real-time contextual offers = missed revenues
Missing Revenue Opportunities? You have no data plan to
access Facebook
Buy 24h unlimited Facebook pass for $2?
You have no more data to stream music
Buy 1 month Spotify pass with 200MB data for $5?
Your movie will stream better at high speed
Buy 24h high speed pass for $2?
Travelling abroad?
Buy 1 week roaming pass with unlimited Googlemap and 200MB data for $5?
6© Copyright 2014 Openet
• Real-time contextual offers: most relevant offers, most opportune time• Maximize offer uptake rates• Increase upsell opportunities – trigger offers based on various customer contexts
• Enable customers to receive, purchase & activate real-time offers on their device• Increase customer satisfaction & loyalty: relevant, timely, smooth experience• Rapidly secure the revenue
Real-time Contextual Offers: Increase Offer Uptakes by 75%
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Operators Acknowledge the Importance of Real-time Contextual Offers…
To what extent are the following important inenabling operators to increase data revenues
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• Create context around users• From various information sources
• Map context with offers
• Once real-time trigger event detected• Inbound subscriber query• Pre-defined network event
• Context is verified and if suitable…
• One or more relevant offers are sent to the customer device
1. Mapping context with offers to trigger relevant offers in real time
Example of context parameters that can be configured to enable a real-time contextual offers
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1. Suitable offers sent to subscriber
2. Subscriber selects an offer and purchase it on their device
3. BSS components to enable offer components
4. BSS components confirm offer activation
5. Subscriber receives confirmation of offer activation
2. Enabling on-device purchase and service activation
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• Effective upsell strategy based on real-time contextual offers requires more tailored offers to be created, launched and updated rapidly• Centralised offer management with easy configuration
• Only 35% of operators have centralised offer catalog, planned for 52%
3. Reducing time to market by 50% with a centralised offer catalog
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• 75% of operators: Refining offers rapidly is important to increase data revenues
• 90% of operators: Real-time reporting of offer effectiveness is important to rapidly refine offers
4. Real-time reporting to rapidly refine offers and upsell strategies
What is the status of the following: The capability to get real-time reporting of offer effectiveness
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Real-time Contextual Offers: Top 10 Use Cases to Stimulate Spend (1/2)
3. Encourage customers to try out new services
1. Better targetpre-paid
& post-paid users with real-time
contextual offers
2. Trigger data offers when non-data users try to
access data
4. Upsell data service passes (defined time
period, set price: e.g. 500 MB or
unlimited Facebook, 7 days, $5 )
5. Better target travellers with data roaming
passes (e.g. 200MB, unlimited Googlemap, 7 days,
$5)
17© Copyright 2014 Openet
Real-time Contextual Offers: Top 10 Use Cases to Stimulate Spend (2/2)
9. Upsell device tethering passes
in real time instead of
blocking access6. Better target customers on low
data packages (trigger packages
based on their interest)8. Upsell
temporary high speed boost or
higher speed tiers (e.g. when access
video, gaming)
7. Upsell popular apps & content
centric packages (e.g. Facebook, music,
TV)
10. Upsell data packages for use at defined times
of the day(e.g. night time only unlimited data pass )
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• Enabling real-time contextual offers that can be purchased and activated on the customer device is transformative
• Operators can pro-actively respond to and monetize the customer needs in real-time
• Positive impact on revenue, loyalty, costs
• Requires rapid deployment of more offers• Centralised offer catalog reduces time to
market by half
• Real-time reporting of offer performance• Rapidly refine offers and upsell strategies
• Real-time contextual offers• Increase offer uptake rates by 75%• Increase data revenues by 15%
=> $47 billion globally
Summary
* Mobile service revenue was $264 billion in 2014Q1, with data contributing 31% and a forecast annual service revenue of $1.01 trillion for 2014 (ABI Research)
19© Copyright 2014 Openet
Thank you
Corine Suscens, Senior Marketing Manager, [email protected]
Download Operator Survey Report: “The Revenue Impact of Real-time Contextual Offers” www.openet.com/offersurvey
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