Steve Chung Ruckus Wireless Presentation CommsDay 2014

RUCKUS WIRELESS PROPRIETARY

Strategies to Successfully Deploy & Monetise Wi-Fi

Steve Chung Principal Consultant Carrier Wi-Fi, APAC [email protected]

2 RUCKUS WIRELESS INC. PROPRIETARY

Ruckus Wireless

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Formed 2004, Sunnyvale, CA Status Publicly held (NYSE: RKUS)

CEO Selina Lo Innovation Carrier Class “Smart Wi-Fi”

R&D Centers

Sunnyvale, China, Taiwan, India, Israel, and Singapore

2013 Revenue

$263.1 million (22.6% year-over-year growth)

4Q13 revenue $73 million

Customers 33,000+

Partners 9,000+ Employees 900+ in 34 countries

Patents 60 granted 13

Q1

Q2

Q3

$44

$75

$120

$213

11 10 09 12

Q1

Q2

Q3

Q4

Q4

$263


Ruckus Portfolio

o Indoor access points

o Outdoor Access points

o Long Range bridges

o WLAN Controllers &

Gateways

o Smart Wi-Fi Services

Carrier Class Wireless Infrastructure Products


Challenges: o Data growing 50-100% y-o-y with

heavy usage occurring indoors. o New players continue to challenge

incumbent operators

Opportunities: o Carrier Wi-Fi moves to heart of

carrier strategy o  Subscriber experience differentiation

& Churn reduction

State of the Global Carrier Market


Own the Venue Traffic 2

WiFi as-a-Service 3

Grow the Footprint 1

Top 5 Carrier Wi-Fi Business Strategies

5 UX based Wi-Fi

4 W-Fi Roaming Partnership

Slide title 70 pt

CAPITALS

Slide subtitle minimum 30 pt

Core Integration for: • Authenticating subscriber • Policy decision and enforcement • Charging, deep packet inspection and lawful intercept • End to end QoS • Session mobility between RANs

3GPP Integrated Wi-Fi

RAN Integration for: • Network steering of users between access

networks depending on e.g. signal quality and load

• Wi-Fi becomes just another RAT to improve end user experience

PDN-GW

WIC Wi-Fi GW

AAA HLR PCRF

3GPP RAN

Wi-Fi RAN 3GPP Core

Wi-Fi RAN Integration

Wi-Fi Core Integration


Grow Footprint

WiFi-as-a-Service

Wi-Fi Roaming Partnership

Own the Traffic

Grow the Footprint 1

UX Based Wi-Fi

Cable Wi-Fi TM

Smart Wi-Fi City

Store Wi-Fi

Payphone Wi-Fi

Monetisation Stategies: •  Increasing # of unique Wi-Fi user •  Increasing # of Mobile subscribers •  Direct revenues •  Correlating usage to ARPU & retention


Grow Footprint

Own The Traffic

WiFi-as-a-Service


Own the Venue Traffic 2

UX Based Wi-Fi Monetisation Strategy

•  Increasing # of venues acquired •  Hotspot 2.0 Roaming Revenue •  Portal based Targeted Advertising •  Wi-Fi Analytic Revenue •  Backhaul ARPU from venue

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Location Based Services (LBS)

Time based footfall heat-map

Analytics

Real-time mapping & tracking

Outdoor GPS Integration

Compelling loyalty programs

Targeted promotion

Revenue Generation


Grow Footprint

Own the Traffic

WiFi-as-a-Service


WiFi-as-a-Service 3

o Cloud-based Wi-Fi Architecture o  Become a strategic supplier to the venue o  Provide additional services in the future o  Trojan Dog: Can be used as an entry

point for a 3G/4G small cell deployment

Monetisation Strategy: •  Venues pays a monthly fee to operator to deploy

and operate •  Operator monetises the network with location

based services (eg. Shopping Mall) •  Operator monetises the network using an ad

supported model

UX Based Wi-Fi



WiFi-as-a-Service

Grow Footprint

Own the Traffic

4 W-Fi Roaming Partnership

Slide title 70 pt

CAPITALS

Slide subtitle minimum 30 pt

Core Integration for: • Authenticating subscriber • Policy decision and enforcement • Charging, deep packet inspection and lawful intercept • End to end QoS • Session mobility between RANs

3GPP Integrated Wi-Fi

RAN Integration for: • Network steering of users between access

networks depending on e.g. signal quality and load

• Wi-Fi becomes just another RAT to improve end user experience

PDN-GW

WIC Wi-Fi GW

AAA HLR PCRF

3GPP RAN

Wi-Fi RAN 3GPP Core

Wi-Fi RAN Integration

Wi-Fi Core Integration

UX Based Wi-Fi


Hotspot 2.0 Based Roaming Partners

Roaming Hubs

Home Network Roaming

Consortiums

Hotspot 2.0 Access Point

Visited Network

Monetisation Strategy: •  Increase in Usage = Retention and ARPU


Monetisation Strategy: •  Ease of use drives traffic. •  Traffic drivers all other monetization metrics •  Leverage HotSpot 2.0 •  Users vs probes

Grow Footprint

WiFi-as-a-Service

Own the Traffic


UX Centered Wi-Fi

5 UX based Wi-Fi


Strategy Summary

Critical Trivial

Easy

Difficult


Thank You.

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