Webinar - Unlocking new revenues with real-time contextual offers

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


The Revenue Impact of Real-time Contextual OffersGlobal Survey of 87 Operators, Openet, 2014


• 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?


• 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%


Real-time Contextual Offers: Overall Impact Forecast by Operators


Operators Acknowledge the Importance of Real-time Contextual Offers…

To what extent are the following important inenabling operators to increase data revenues


…But 2/3 Cannot Yet Deliver Real-time Contextual Offers


Enabling Real-time Contextual Offers: 4 Key Requirements


• 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


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


• 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


• 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


Real-time Contextual Offers: Top 10 Use Cases to Stimulate Spend


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)


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 )


• 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)


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

mailto:[email protected]

Tim SkinnerIntelligence Content ManagerTelecoms.com

Corine SuscensSenior Marketing

ManagerOpenet

Q&A