Shared Data Plans: An open discussion of the changing data marketplace
Thursday, April 181:45-2:45pm
CCA Global Expo Competing in a Connected World
April 17-19, 2013
Shared Data Plans Panel -
CCA Global Expo Competing in a Connected World
April 17-19, 2013
Moderators:
Corrina HudsonpillarMarketing & Public Relations Supervisor Nex-Tech Wireless
Colleen WrightAssistant General Manager/Marketing Cellular One of East Central Illinois
Panelist:
C Spire WirelessDonna MorganGreg Pruitt
Bluegrass CellularMichelle Tonietti-Goodman
GCI Maureen Moore, Vice President
Agenda• Data and Devices Trends• Panelist POV on Shared Data
• C Spire Wireless• Bluegrass Wireless• GCI Wireless
• Open Discussion with Panel
CCA Global Expo Competing in a Connected World
April 17-19, 2013
Trends driving Shared Data Plans:
• Increasing use video streaming and simplicity to use hotspots via Smartphones
• Carrier spectrum constraints
• Smartphone penetration and use of multiple wireless devices, such tablets, MiFi, and data cards.
• Commoditization of Voice and Messaging services
• Growth of public WiFi networks and WiFi off-loading
Data and Device Trends
61% of US consumers own a Smartphone (Dec. 2012)
17% Own multiple mobile phones
Data and Device Trends
Source: : Yankee Group 2010 Consumer Survey, December, n=15,029 Yankee Group 2011 Consumer Survey, December, n=15,026 Yankee Group 2012 Consumer Survey, December, n=15,803
The average American spends more than 41 hours each week engaging with content across all screens
19.8M Tablets in households with TV (Q4 2012 )
THE CROSS-PLATFORM REPORT | Q4 2012
Data and Device Trends
Tablet Ownership Among All
Consumers
Apple 15%
Samsung 9%
Google 2%
Source: Yankee Group 2012 Consumer Survey, December, n=15,803
American smartphone owners lead all countries in daily mobile video usage (31 percent use at least once per day).
Data and Device TrendsU.S. smartphone owners are equally likely to watch video via
mobileinternet and apps (72 percent)
Includes:• Unlimited Talk and
Messaging• Mobile Hotspot
Data Options: • 1 GB - $50 – lowest price• 2GB - $60 up to 50 GB -
$375o 2GB increase for $10
more
• $15/1GB - Data Overage
Restrictions• Consumer – up to 10
lines• Small Biz – up to 25 lines
April 17, 2013 8
Shared Data – Verizon Wireless
Pricing:• $40 –
Smartphone• $30 – Basic
phone• $20 – Data Only
Devices• $10 – Tablets• $5 – Connected
devices
• Usage Control - $4.99/mo. per device
Includes:• Unlimited Talk and Messaging• Mobile Hotspot
Data Options: • 1 GB - $40 – lowest price• 4GB - $70 up to 50 GB - $500
o 2GB increase for $10 more
• $15/1GB - Data Overage• $15/device for corporate
email, sites and apps
Restrictions• Consumer – up to 10 lines• Small Biz – up to 25 lines
Shared Data – AT&T Wireless
Pricing:• $45 – Smartphone
• $5 off with 4GB and each 2GB increase for $30 lowest price with 10 GBs
• $30 – Basic phone• $20 – Data Only Devices• $10 – Tablets
AT&T Wireless
• Verizon:o Only offer Shared Data plan – simplicityo Focus on Overage Control and Management
• Text Alerts• Usage Control $4.99/mo. per device
o Includes access to business email, apps, etc. in plan
• AT&T:o Offer tiered data plans and Shared Data plans – personalizedo Smartphone rate plan discount with higher data purchase -
complicated• $45 Smartphone rate - $5 higher than Verizon• $5 off with 4GB and each 2GB increase for $30 lowest price with
10 GBso $15/device for access to business email, apps, etc.o Offers no usage controls for Smartphones, tablets, etc.
April 17, 2013 10
Shared Data – What are the Differences?
Personalized Shared Data+ Plans
C Spire Wireless
C Spire Wireless – Corporate Overview
• The nation’s largest privately-held wireless communications company in business for 25 years with nearly 1 million subscribers. Headquartered in Ridgeland, Mississippi and providing wireless service in Mississippi, Tennessee Florida, and Alabama
• C Spire provides personalized wireless services and premier mobile communications devices to consumers and businesses in four states through 65 retail locations, B2B corporate and government sales teams, online at cspire.com and through its Telesales group
• 4G LTE has launched in 37 markets
C Spire Wireless – Personalized Suite of Services
One-of-a-kind rewards
program
Find what you like, without
all the searching
Engaging
you to shape personalized
wirelessPersonalized
news, articles, & content
Personalized Rate Plans without Overage • Shared Data+ – Multi-Screen, Tiered Data • Unlimited Data – Optional Video Streaming
Personalized Shared Data plans
Data Options:• $50 – 1 GB• $60 – 2 GB• $70 – 4 GB• Up to• $600 – 70 GBs
Shared Data plans – C Spire Difference
C Spire Verizon AT&T
Overage Control
FREEPlus – Data Manager
$4.99/mo. per device
NA
Data Overage
Optional Data Top-Up Pass• $10 – 500 MB • $15 – 1 GB• up to $75 – 5 GBs
$15/1GB $15/1GB
Rate Plan Options
• Shared Data• Choice Data with
unlimited data and optional video streaming
Shared Data • Shared Data • Tiered Data
Data Manager
datapass.cspire.com
• All users can see available data
• Only the Authorized Data Manager can purchase a Shared Data+ pass
• Must be done over Cellular DATA connection.
Data Manager - Low Water Mark
• As the data is used once only 20% is remaining, C Spire will alert the Authorized Data Manager that they are running low on Data.
Data Manager - Authorized Data Manager
• Receive low watermark texts
• Only user that can Top Up the account
• Can be a feature phone or a smart phone
Personalized Shared Data+ – Target Segment
• Multi-line and multi-device Users– Trend of data device migration from
broadband plans to Shared Data+
• Business Users – SOHO– Enterprise– Government
Personalized Shared Data vs. Choice Data plans
Shared Data Choice Data
Target Users
Multi-device Users, lines 3+ Individual, Prepaid,
Data Tiered and Shared DataIncludes video streaming and tetheringNo Data Throttling
Unlimited Data Optional video streaming and tetheringData Throttling Applies
VoiceMessaging
Unlimited TalkUnlimited
Metered or Unlimited OptionsUnlimited
Data Controls
• Included FREE• Authorized Data Manager• Optional Top-Up Pass
• Included FREE• Optional Top-Up Pass• Optional Opt-Out for
Data Pass
Personalized Shared Data vs. Choice Data plans
Shared Data Choice Data
1 line $40 Smartphone$60 2 GB$100 Total
$80 SmartphoneUnlimited Data30 mins. Video Streaming$80 Total
2 lines $80 Smartphones $70 4 GB$150 Total or $160 6 GB
$160 Smartphones Unlimited Data30 mins. Video Streaming$160 Total
3 lines $120 Smartphones $ 80 8 GB$200 Total or $210 10 GB
$240 SmartphonesUnlimited Data30 mins. Video Streaming$240 Total
4 lines $160 Smartphones $100 10 GB$260 Total or $270 12 GB
$320 SmartphonesUnlimited Data30 mins. Video Streaming$320 Total
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CCA Global Expo Competing in a Connected World
April 17-19, 2013