Cloud4 wi wifi carrier summit workshop

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Information about Cloud4 wi wifi carrier summit workshop

Published on February 27, 2014

Author: mucciniivan

Source: slideshare.net

How to monetize Wi-Fi services Ivan Muccini VP Product Planning & Design Workshop

Who we are 2

Wi-Fi Value Creation Pyramid • LBS, Proximity • Analytics • Advertising Value-added services New Revenue Users, Business and Other Service Providers Baseline Investment with Compelling ROI • Connectivity and Premium Services • Managed Hotspot • Wi-Fi Roaming • Broadband and Mobile Retention • Mobile Data Offload

Wi-Fi Value Creation Pyramid • LBS, Proximity • Analytics • Advertising Value-added services New Revenue Users, Business and Other Service Providers Baseline Investment with Compelling ROI • Connectivity and Premium Services • Managed Hotspot • Wi-Fi Roaming • Broadband and Mobile Retention • Mobile Data Offload

Carrier Service The question is: Who pays? Providers MSP Venues ? 5

24% The question is: Who pays? Free Wi-Fi (Worldwide) 84% Free Wi-Fi (U.S.) Source: JiWire, Q4 6 2013

The question is: «Premium» pay-per-use plans Who pays? «expense-account-friendly» locations s 7

Form Bit-pipe To Service-pipe

Form Bit-pipe To Service-pipe Wi-Fi ?

Stadium Stations The Venues and amenity Wi-Fi hotel Shopping Mall Airport hotspital Sport Event Retailer Restaur ants convention office 10

The Venues and amenity Wi-Fi Establishments sharing Wi-Fi 15% Chains, big brands and single locations, with any kind of device Source: Devicescape Insight Services 11

The Network Size Venues and amenity Wi-Fi # of networks fragmentation 12

Today Network Size Vertical Full Managed Connectivity Services # of networks 13

Classic Approach Vertical Full Managed Connectivity Services Example Partner With: *Source: AT&T, Hilton, McDonald’s and Starbuck’s websites • • • • • • Wi-Fi network design and planning Technical support Equipment monitoring Custom branding Enterprise access Support – report issues

SP Venue Today…. Delivering Wi-Fi Through the Venue Hotspot /users

SP Strategy Network Size Venue Hotspot /users # of networks 16

Use Case

Ivan Muccini Marketing Director

Bit Pipe

Free Wi-Fi hotspots influence venue choice for 95% of users Source: in-Stat 9/2010

80% of buyers use mobile in-store to enhance the shopping experience (USA) Source: JiWire, Q2 2013

Legacy (heterogeneous, un-managed) assets 22

Who Pays?      Hardware Installation Maintenance Support … Maximize ROI

Connect Sponsored Wi-Fi (ADV) Watch Go • 15’’ video ADV • Full page captive ADV • …

OR (example) AD free Wi-Fi ENTER with your loyalty Card ID MYIDXXX Loyalty

Social Media Brand Awareness Ex. Facebook Like (but also follow, check-in, etc) Sign in with

Social Media Brand Awareness Ex. Facebook Post Sign in with

Hotspot lead generation Direct Marketing SMS E-mail Social network

Engaging Login Page

Sing in pull/push Customer Surveys 30

Location Based Advertising

Location Based Advertising

Mobile location-targeted campaigns outperformed non-location targeted campaigns CTR (click-through-rate) X2 Source: Verve Mobile, Q1 2013 - (State of the Market Location Powered Mobile Advertising Report ) CPM (cost-per-thousand) X 10 Source: Cisco2013, Monetize SP Wi-Fi to Gain Business Advantages

Mobile location-targeted campaigns outperformed non-location targeted campaigns CTR (click-through-rate) X2 Source: Verve Mobile, Q1 2013 - (State of the Market Location Powered Mobile Advertising Report ) CPM (cost-per-thousand) X 10 Source: Cisco2013, Monetize SP Wi-Fi to Gain Business Advantages

Location Based Coupons and ADV

delegate

Premium Pack $$$$ • Social login • Basic branding • Couponing • • • • • • Advertising Couponing Full branding Marketing tool Gaming Social login & marketing Basic Pack $ Addressing Everyone needs Service packaging

How we solve the problem

SP Involving the Venue Venue Hotspot /Users Delivering powerful tools and control

Scaling the target market Simple Scalable Flexible Platform Network Size # of networks 40

Fragmentation Legacy heterogeneous assets Vendor agnostic, service normalization Market needs differentiation Flexible packaging, comprehensive tools Delegation of services and control Multi-level, hierarchical control

Multi-level (managed service + delegated services) (SP) venues

Multi-level (managed service + delegated services) Independent Splash Portal (SP) Internet Plans Applications Access Methods venues

Multi-level (managed service + delegated services) Hierarchical (SP) Delegate full or partial control John Hellen Edna 44

Multi-level (managed service + delegated services) Full control SP (SP) venues Multi-Tenant customer venues 45

Cloud management 46

Flexibility Access Methods End User Management Splash Portal Internet Access Policies Applications Analytics 47

User Account Access methods Social Login Click-through 802.1X

One Shot / Recurrent Plans Voucher / PIN $ Online Payment Self-Provisioning Self-Care Access policies

Engaging Splash Portal

Splash Portal multi-level control venues (Tenant)

Service & Presence Analytics

Wi-Fi App Marketplace 53

Wi-Fi App Marketplace  Location Based advertising  Marketing tools  Survey  Couponing  Gaming, utilities, widgets, etc

Wi-Fi App Marketplace Open APIs and App development SDK (coming soon..)

Service & App normalization layer (on top of any access network 56

Conclusion

 Bit-pipe strategies won’t work alone Problems (opportunities)  Huge but fragmented market potential  OTT & Verticals competition

 Involve the Venue delivering self-control and valuable tools  Comprehensive, flexible, service normalization platform Solution  Scalable, cost-saving cloud solution 59

Thank You www.cloud4wi.com Ivan Muccini VP Product Planning & Design imuccini@cloud4wi.com

How to (Backup slides)

Control Panel

White Label • • • • • • • Control Panel Logo Login page Logo Login page URL Login page look User guide URL Custom Languages Custom Policy Terms

Dashboard Analytics Wi-Fi Marketplace End users WiFi Area Internet Plans Splash Portal

WiFi Area • • • • • • Splash Portal Hotspots System User Internet Plans License On-Net

WiFi Area Management

Multi-level management WiFi Area Control Panel

Granular multi-level control • Locked options (imposed by the Tenant account) • Unlocked options (customizable by each WiFi area) Lock/unlock • Applied to all main configurations

Social login & Brand awareness • Facebook, Twitter, LinkedIn, Google+, VK • Like/Post • Identify validation options • User data collection • Policy Control

Splash Portal • Unlimited Portals per Tenant account • Multiple layouts / models • Advanced customizations (CSS) • Custom URL alias (reachable form Internet)

Splash Portal CMS • Simplified or complete control interface • Granular multi-level content management • Media content & active content (social feeds)

WiFi Marketplace

App example Advertising Captive / Splash mode Multi level control Multiple triggers Banner / Custom HTML / AdSense • Limited impressions / clicks / expiration • External monitoring dashboard the sponsor • • • •

App example Nearby • • • • Places of interest Coupons / offers Users Hotspots

Analytics

Presence Analytics • Capture • Engagement • Loyalty

Internet Plans • Recurrent / One shot • Free / Paid • Voucher mode & control • Time policies • Self-provisioning • Expiration • Online Payment (Paypal)

Localization • Splash Portal Custom languages • Multiple currency • Data export format • Time zone • Control Panel languages

& more

Thank You www.cloud4wi.com Ivan Muccini VP Product Planning & Design imuccini@cloud4wi.com

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