Transcript RK_SL_Redknee_Canto_2006 Bohdan Zabawskyj 4.00

Evolution towards Personalized
M-Commerce Services
June 21, 2006
PG 1
Agenda
• Agenda




Redknee Key Facts
Operator Market Dynamics
Delivering Personalization
Personalization Use Case
 Multi-Device Support
 Summary
CONFIDENTIAL
PG 2
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)
CONFIDENTIAL
PG 3
Drivers of Personalization
PG 4
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
CONFIDENTIAL
PG 5
Segmentation
 The Ultimate Goal of Personalization –
‘Demographic of ONE’
Cost Conscious
Media Savvy
College
Prepaid
Pre-teen
Clique
Consumer Postpaid
Selfemployed
No Segmentation
International
Company
Business
Concert/
Event
Typical Segmentation
CONFIDENTIAL
Demographic & Contextual
Segmentation
PG 6
Subscriber Centric Perspective on Multiple Access Technologies
@ office
Voice / Corporate Network
In-flight
Voice / Internet
Wireless
Voice / Multimedia
@ home
Voice / Internet / IPTV
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’
CONFIDENTIAL
PG 7
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
CONFIDENTIAL
PG 9
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
PERSONALIZATION
HG Member 1
HG Member 1
‘MACRO’
SERVICE
HG Member 1
PERSONALIZED
SERVICE
USER
PROFILE
LOCATION
PRESENCE
PRIVACY
PREFERENCES
GOOGLE: “Restaurant”
Results: 6,121,233 restaurants
found
DEVICE
CAPABILITY
GROUPS /
CONTACTS
AGE
VERIFICATION
CONFIDENTIAL
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
CONFIDENTIAL
PG 11
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
CONFIDENTIAL
PG 12
Role of Personalization in a M-Commerce Environment
Carrier and 3-rd
Party Application
Developers
Service
Development
Environment
SIP or preSIP TCP-IP
Services Include:
User Profile and Context
Web Services APIs
(Presence, Preferences,
Terminal Information etc.)
· 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)
Open Object Oriented APIs
(CORBA, SOAP-XML)
OSA, Parlay, OMA Web Services
Applications
(VPN, MultiSIM)
State of subscriber is
dynamically used to
optimize services in
Real-Time
Convergent Real-Time Monetization
CAMEL P4,
IP Multimedia Service
Control, or Vendor Specific
SGSN
Intelligent
Devices
Unified
Profile
Server
GGSN
CSCF
Internet
HSS
Service Rights
Management
Framework
Core Network
Infrastructure
Copyright (c) - Redknee
IMS Value Chain
• 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
CONFIDENTIAL
PG 13
Personalization Use Case
PG 14
Multi-SIM – Solution Overview
• Multi-SIM Solution
 Support 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
CONFIDENTIAL
PG 15
Multi-SIM – Subscriber Metrics
• Unexpected viral adoption
 23% of enterprise
 9% of consumer
150000
• Increased market leading ARPU metric
 Residential Customers:
 Business Customers:
 Multi-SIM Customers:
27 € /month
43 € /month
66 € /month
100000
50000
0
Q1
• Increased usage of data services
 Residential Customers:
 Business Customers:
 Multi-SIM Customers:
Q2
Q3
Forecast
Q4
Q5
Actuals
Q6
Q7
Q8
Break-Even
20 %
25 %
40 %
CONFIDENTIAL
PG 16
Multi-SIM – Operator Perspective
• 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.”
CONFIDENTIAL
PG 17
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!
CONFIDENTIAL
PG 18
Redknee HQ
2560 Matheson Blvd East, Suite 500
Mississauga, ON L4W 4Y9 Canada
http://www.redknee.com
PG 19