Detect, Connect, Engage = Monetize

Service Providers Monetizing Digital Verticals

Ron MalenfantArchitect and Business DevelopmentCisco Global SP

• Mobility Landscape and Path to the Cisco 5G Platform

• SP Monetization Trends

• City Monetization Trends

• Cisco Detect, Connect and Engage - Demo

• RTB architecture – DSP and SSP and Header Bidding

• Wrap up

Agenda

Source: Cisco VNI Global Mobile Data Traffic Forecast, 2016–2021

28© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

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By 2021, a 5G connection will generate 30 GB/mo,

nearly 5X higher than the 6.3 GB/mo for

4G connections.

LoRA5G

NB-LTE3.5GHz CBRS

ThreadLTE-U

BLE WiFi calling

Wi-Fi

BT

LTE

People + Things

Mobility and IT-OT Convergence > 5G Platform5G Platform

SP Analytics and Monetization Examples

SP Analytics and Monetization Tools

Geo Contextual

Social Data

Network Analytics

Data

• Call out on Twitter 20$ comes back and facebook 5-6 dollars

• Indy Car sponsorship – track location of people and demographics

• Suns using mobile Location analytics to sell ads and price

• Detroit Palace – treating mobiles like digital signage

• MLB – consuming live events – 7-8 mins smartphone 20 mins tablet

Data is King

Smart City – Every Citizen is a Sensor!

Data Collected

No Cell Left Behind…5G Densification Strategy5G Densification….Bus Stop, Bench,

Waste Bin

Cisco and Miami-Dade County Seek to Use Technology to Enhance County’s Citizen Experience

“… Miami-Dade County to partner with Cisco to create a technology strategy to improve the the County’s citizen experience with a focus on public transportation. Collaboratively, proposed a model that uses technology and big data…”

Advanced Wi-Fi in all County's transit assets AND street-level interactive kiosks

infrastructure with City Apps content promoting City, Public Transportation and

Citizen Experience

Smart City Monetization Platforms

Citizen

Engagement

Wi-Fi

Collaboration

POS

Cell Densification

Analytics

Advertising.

Smart Bench

Wi-Fi

Green

Sensor Modules

Cell Densification

Analytics

Lighting

Wi-Fi

Sensor - Data Lake

Security + Traffic

Analytics

Trash Bin

Wi-Fi

Trash Optimization

Advertising

Cell Densification

Analytics

FOG Nodes – Charging Stations – Advertising – Cell Densification - Sensors

13

Cisco Connected Mobile Experiences (CMX)

CONNECT

GUEST PRESENCE

DETECT

Seamless, secureWi-Fi on-boarding

Mobile device detectedLocal services

GUEST EXPERIENCE

LOCATION ANALYTICS

GUEST ACCESS

ENGAGE

How CMX WorksBuilt on Cisco Unified Access

AN

ALY

TIC

S D

ATA

Controller(Virtual/Physical)

MSE(Virtual/Physical)

Analytics UI

LOCATION DATA

DEVICE-BASED DISCOVERY

APPLICATION DATA

Mobile Application Server

Depending on Application Layer

Access Points

Schedule

Weather

Live Video

Today’s Offer

Social Feeds

Results

CMX Engagement Platform

Real Demo

• Gain insight into online, onsite, and social customer trends

• Analyze aggregate locations, URLs, and demographics

• Connect with other systems, such as registration, property management, product databases, or location-based services

• Targeted information for guests based on their location (captive portal)

• Automatically connect to the dedicated wireless SSID network

Apply Location-Based Services To Your Business…

• “Turn-by-turn” directions to any location within a venue

• Targeted personalized messaging based on customer location

• Location-based push notifications

INDOOR GPS LOCATION-SPECIFIC ON-BOARDING

TARGETED MESSAGING

SYSTEM INTEGRATION

ANALYTICS

Unlocking Unprecedented Business Value

…Or Build Industry-Specific Solutions

• Location- and dwell-time-based notifications

• Personalized promotions

• Customer analytics

• Maps with featured attractions

• Personalized third-party advertising

• Nearby amenities

• Wait times and gate directions

• Improved passenger traffic flow

• Third-party advertising

• Way finding patient apps

• Simplified on-boarding

• Nearby services discovery

• Safety and security

• Campus map and directions

• Guided tours

• Stadiums

RETAIL

Consumers

HOSPITALITY

Guests

TRAVEL

Passengers

HEALTHCARE

Patients

EDUCATION

Students

Building a Wi-Fi Network Opens Up Layers of Monetization Opportunities

ValueAdded

Services

New Revenues

Services to users, businesses and other SPs

Baseline

Justify investment with compelling ROI

• Broadband/mobile retention

• Mobile Data Offload

• Connectivity/ Premium Services• Managed Hotspots

• Wi-Fi Roaming

• Advertising• Analytics

• Retail Store Interactions

• Sporting/Special Venues

The Wi-Fi Monetization Pyramid*

WholesaleOpportunities to sell

access to extensive

Wi-Fi network to other

providers

Location Data Analytics: Measuring Customer Movement Using Wi-Fi

Benefits for malls / venues:

• Detailed understanding of customer footprint

• Quantify & justify rental renewal negotiations

• Measure impact of advertisement & signage

• Analyze impact of changes applied to mall

• No applications, hardware or sensors required!

Analyze how customers move, where they crowd, how they spend time

Common paths: Wi-Fi usage (devices associated)

Where people stop first?

Opportunity gap analysis (passing vs. entering customers)

Where customers come from?

Source: Cisco and RCBG Wi-Fi Monetization Research (2013)

Mall in Dubai

eCPM

4Y Rev.

$350

Public venues in Western Europe

eCPM

4Y Rev.

$85

$125M

Malls in Singapore

eCPM

4Y Rev.

$40

$52M

Malls in Canada

eCPM

4Y Rev.

$24

$40M$24$2 $40 $85 $350

$430M

It Pays to be Targeted! Advertising – Highly Targeted Ads Drive CPM Revenues

4 Year Cumulative Revenues from Retail

Benefits Of Detect, Connect and Engage

5G Platform

Increased customer satisfaction and loyalty

with relevant mobile communication

Attribute-based (time, location, profile, etc.)

mobile notification capabilities

Real-time and historical insight into customer

movements and patterns

On-PremisesCustomer Visibility

Context-Aware Marketing

Opportunities

EnhancedCustomer

Engagement

Increased Revenue Opportunities

Schedule

Weather

Live Video

Today’s Offer

Social Feeds

Results

CMX Engagement Platform

Real Demo

Think Different

Additional Resources

• www.cisco.com/go/mobile

• www.cisco.com/go/IoT