Wi-Fi Monetization Guide. Create new opportunities for differentiation and revenue from innovative Wi-Fi services

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1 Wi-Fi Monetization Guide Create new opportunities for differentiation and revenue from innovative Wi-Fi services

2 Table of Contents Monetizing Wi-Fi The Landscape...3 Market-ready Use Cases...4 Use Case 1: Transparent Offload to Wi-Fi...5 Use Case 2: Premium Wi-Fi Services...7 Use Case 3: Shared Wi-Fi Wallet...9 Use Case 4: Bring Your Own Device...11 Use Case 5: Premium Access to Cloud/Network Content...13 Use Case 6: Casual Wi-Fi User...15 Next Generation and Advanced Monetization...17 Return on Investment Models for Wi-Fi...19 Wi-Fi Plans and Offers...19 ROI Summary...21 About the Amdocs Wi-Fi Experience Solution...22 Flexible Configuration for Rapid Service Delivery

3 Monetizing Wi-Fi The Landscape As the mass adoption of Wi-Fi-enabled mobile devices converges with the acceptance of Wi-Fi as a global wireless standard, the business model is shifting from a means to offload congestion and reduce churn to a tool for service differentiation. With more than half of Internet traffic estimated to come from Wi-Fi by 2016 (Cisco VNI) and the land grab for Wi-Fi hotspots already well underway, service providers are quickly moving from the question of whether to develop Wi-Fi monetization strategies to when and how to gain market advantage. In the move towards advanced monetization models, Wi-Fi has the potential to become a platform for service differentiation, customer acquisition and value-added partnerships with venue owners, enterprises, advertisers, over-the-top (OTT) content providers and other emerging players. EVOLUTION OF WI-FI MONETIZATION Today, consumer use of Wi-Fi is being driven by the demand for mobile Internet access and the desire for lower roaming costs. In Europe and the U.S., the percentage of smartphone data carried over Wi-Fi is already over 50% (Analysys Mason). Most service providers view the business model for Wi-Fi to be revenue-neutral a way to manage delivery costs by taking advantage of the unlicensed spectrum, reduce traffic on congested 3G and 4G networks, and provide a good user experience for customer satisfaction and retention. To go beyond basic Wi-Fi and the expectation of free access, service providers will have to define a new class of Wi-Fi services that provide a seamless user experience, carrier-grade reliability, security and Quality of Service (QoS). Building the infrastructure for Wi-Fi monetization will require service providers to address evolving standards for network discovery and selection, enable transparent authorization and authentication, and support seamless interworking between Wi-Fi and cellular networks. QoS PREMIUM WI-FI COMMUNITY WI-FI ROAMING WHOLESALE OFFLOAD BRANDED WI-FI COST REDUCTION UNLICENSED HOTSPOTS FOR MOBILE OFFLOAD NEXT-GEN WI-FI ENTERPRISE WI-FI INTERNATIONAL ROAMING VOICE VIDEO ADVANCED MONETIZATION LOCATION-BASED NOTIFICATIONS ADVERTISING ANALYTICS OTT REVENUE SHARING 3

4 Market-ready Use Cases To fully capitalize on the opportunity for Wi-Fi monetization, service providers are looking for carrier-grade technology platforms that can integrate with their current infrastructure, enable rapid service delivery and provide a scalable foundation for service differentiation. The requirements for rapid Wi-Fi monetization include: Carrier-grade Wi-Fi control Bring Your Own Device self-provisioning to add-a-device to mobile accounts Premium Access to Cloud/Network Content across Wi-Fi hotspots Casual Wi-Fi User credit card/voucher with flexible time and volume entitlement PRE-INTEGRATED USE CASES FOR WI-FI MONETIZATION Common data subscription management for cellular and Wi-Fi Dynamic, policy-driven metering (time, volume, QoS) RAN/access agnostic approach for interoperability (Wi-Fi access infrastructure, mobile packet core) Transparent access with seamless offload to Wi-Fi from 3G and 4G networks Easy and secure authentication with automatic connection capabilities TRANSPARENT 3G/4G OFFLOAD TO WI-FI SHARED WI-FI WALLET PREMIUM ACCESS TO CLOUD/ NETWORK CONTENT PREMIUM WI-FI SERVICES AND ROAMING BRING YOUR OWN DEVICE CASUAL WI-FI USER (NOMADIC, AD-HOC) Amdocs Wi-Fi Experience Solution In this Wi-Fi monetization guide, we ll explore six pre-integrated use cases in the Amdocs Wi-Fi Experience Solution. Carrier-grade, market-ready and fully customizable, these use cases incorporate unique policy control and authentication capabilities for easy subscriber on-boarding, service innovation, and a portal framework for rapid service monetization. SERVICE CONTROL (AUTHENTICATION) AMDOCS WI-FI EXPERIENCE SOLUTION PORTAL INTEGRATION FRAMEWORK SUBSCRIBER DATA MANAGEMENT POLICY CONTROL (METERING) SMART OFFLOAD The six use cases described in this guide are: Transparent Offload leveraging seamless authentication against subscriber databases SEAMLESS OFFLOAD ON-BOARDING AUTHENTICATION METERING SUBSCRIBER MANAGEMENT PORTAL WEB INTEGRATION Premium Wi-Fi Services such as time/volume quotas, speed and QoS control Shared Wi-Fi Wallet with common quota management across 3G, 4G and Wi-Fi 4

5 USE CASE 1: TRANSPARENT OFFLOAD TO WI-FI Traditionally viewed as a way to reduce Radio Access Network (RAN) congestion and manage costs, transparent offload can become the basis for monetization by increasing subscriber loyalty and delivering a highquality mobile experience. By creating packages with transparent offload to Wi-Fi, service providers can: Give subscribers the best experience on the best available network Provide seamless authentication across 3G, 4G and Wi-Fi Improve performance in mobile networks by diverting traffic onto the Wi-Fi infrastructure Promote credit programs, premium tier services and add-ons Wi-Fi Offload Successful Thanks for using our Wi-Fi hotspot! You will receive a credit of 1MB towards your monthly data plan. Continue The Customer Experience: Transparent Offload Scenario It s 5 p.m. and Lara is on her way to a meeting with a potential new supplier for her online business. She decides to check on the latest sales numbers for the month and uses her smartphone to connect to the company CRM system and download the statistics. Traffic on the 3G network is congested. Her smartphone detects an available Wi-Fi hotspot from her service provider, Nxt Communications, and redirects the data session to Wi-Fi. Using EAP-SIM authentication, Lara s phone automatically connects to the Wi-Fi network, where she is transparently authenticated without needing to log in manually. Lara securely accesses her cloud CRM and downloads the data she needs for the meeting. She also takes a few minutes to review the latest marketing video posted on her website to make sure it s the right one to show the supplier. After exiting the session, she receives a notice that she will get a data credit of 1MB for using Wi-Fi during a peak period. Sample Monetization Models CHURN REDUCTION Provide a better data experience, even during peak periods Offer loyalty credits towards the data plan for Wi-Fi usage REVENUE OPPORTUNITIES Unmetered Wi-Fi usage with service provider hotspots as part of premium data plan Shared Wallet plans for Wi-Fi offload and access on non-sim devices with unmetered usage PROMOTIONAL OFFERS Time-limited upgrades to premium Wi-Fi for higher QoS Content-based offers such as speed boost of HD streaming video 5

6 Transparent Offload: How It Works 3 HOME LOCATION REGISTER 1 6 3G NETWORK AMDOCS SERVICE CONTROLLER ACCESS POINT WI-FI GATEWAY SUBSCRIBER DATA BROKER AMDOCS POLICY CONTROLLER 7 NOTIFICATION SYSTEM INTERNET Implementing Transparent Offload Enable seamless and automatic connection to the Wi-Fi network based on SIM card or certificate credentials Provide secure authentication using full SIM security and interfacing with existing subscriber databases 1 Lara s smartphone is connected on the 3G network and it detects a Nxt Wi-Fi hotspot. 2 Wi-Fi Gateway sends the authentication request to the Amdocs Service Controller (AAA). 3 Authentication MAC addresses are retrieved from the HLR and cached for fast re-authentication. 4 WLAN profile is retrieved from the Subscriber Data Broker to assign QoS. 5 Amdocs Service Controller authenticates Lara against her entitlements from the HLR. 6 Lara s smartphone connects transparently to Wi-Fi with no login. 7 Amdocs Policy Controller sends a notification for data credit. Give subscribers access from any EAP-SIM capable devices, including smartphones and tablets Increase ARPU and subscriber loyalty with policyenabled service redirection and real-time notifications for special offers and usage credits over SMS, or via inline notifications Limit CAPEX on network expansion manage infrastructure investments and reduce congestion in mobile networks 6

7 USE CASE 2: PREMIUM WI-FI SERVICES Service providers can go beyond basic Wi-Fi to deliver premium Wi-Fi services based on QoS, volume, time, location and content. With flexible speed, QoS, quota and billing options, Wi-Fi services can encompass unlimited Wi-Fi in home networks, seamless access to partner Wi-Fi with metered usage, speed boost and other on-demand upsell options to higher data quotas and performance. Premium Wi-Fi can deliver: Superior experience for sophisticated users Transparency with real-time metering and notifications Service add-on options to improve QoS while roaming The Customer Experience: Premium Wi-Fi Scenario Sarah has a Premium data plan with Nxt that gives her up to 5GB/month, including roaming. As part of her Premium plan, she has a Wi-Fi add-on for two devices. When Sarah is in the Nxt hotspot coverage area, she has unlimited access to Wi-Fi and her usage is not metered. Sample Monetization Models CHURN REDUCTION Cost savings for Wi-Fi usage Flexibility to add new devices to the plan Notifications and options for upgrade services REVENUE OPPORTUNITIES Premium tier with multiple devices and no-charge quotas for Wi-Fi VIP tier with higher data quotas and premium Wi-Fi speed Access to partner Wi-Fi hotspots with metering PROMOTIONAL OFFERS Upsell options, such as time-limited speed boost 30-day trial upgrades to higher tier packages Value added service offers unlimited music subscription over Wi-Fi on specific devices, unlimited network gaming pack, premium YouTube pack, premium Happy Hour pack Sarah s plan includes access to Wi-Fi while roaming, which is counted towards her monthly quota. While traveling to another city on business, she gets immediate access to her service provider s partner Wi-Fi network on her 3G-enabled tablet. She receives a notice about her fair usage limit and is alerted to a promotion for a trial upgrade to the VIP package with premium Wi-Fi speed and 15GB of data for $15. Sarah decides to purchase the upgrade and take advantage of the higher data quota and enjoys a great experience watching HD streaming video on her tablet. 7

8 Premium Wi-Fi Services: How It Works 7 BSS HOME LOCATION REGISTER SUBSCRIBER DATA BROKER 1 AMDOCS SERVICE CONTROLLER AMDOCS POLICY CONTROLLER NOTIFICATION SYSTEM Implementing Premium Wi-Fi Services ACCESS POINT WI-FI GATEWAY INTERNET Provide secure, automatic authentication on registered devices 1 Sarah connects her tablet to the Wi-Fi Network. 2 Wi-Fi Gateway sends authentication request to the Amdocs Service Controller (AAA). 3 Amdocs Service Controller authenticates her tablet on the network based on plan entitlements defined in the HLR and sends acknowledgement to Wi-Fi Gateway. 4 Wi-Fi Gateway allows Sarah to access the Internet and sends regular RADIUS accounting messages to Amdocs Service Controller. 5 Amdocs Service Controller proxies accounting messages to Amdocs Policy Controller. 6 Amdocs Policy Controller meters data usage and triggers a notification to let Sarah know when the fair usage limit is reached. 7 Sarah signs up for the VIP Wi-Fi add-on and BSS populates the Subscriber Data Broker with the updated plan entitlements. 8 She accesses the Wi-Fi network to watch a TV show in HD. Amdocs Service Controller re-authenticates her and assigns the premium QoS defined in the add-on. 9 Amdocs Policy Controller meters data usage based on new 15GB limit. Create a better user experience with premium QoS and speed options Build in carrier-grade performance with policy control for QoS, metering and quota management Design post-paid service tiers with Wi-Fi roaming and premium services on partner Wi-Fi hotspots Engage subscribers and increase ARPU with differentiated upsell offers based on real-time contextual data such as home or roaming, device-aware 8

9 USE CASE 3: SHARED WI-FI WALLET Shared family or enterprise plans are considered stickier than single user plans, increasing perceived value and making it less appealing for customers to switch carriers. The ability to share quotas among users in a household or business and between different devices gives customers a sense of control and flexibility with their plans. Extending shared wallet plans to Wi-Fi enables a common approach to data subscription management, allowing service providers to leverage and differentiate existing plans by adding Wi-Fi options. Competitive plans can be created by bundling Wi-Fi with existing data plans, including: Volume and time-based services shared across multiple users, devices and networks Personalized, cost-effective service bundles with no-charge add-ons for Wi-Fi Real-time notifications for usage and upsell service options The Customer Experience: Shared Wi-Fi Wallet Scenario Tom is traveling for work and takes his three devices smartphone, tablet and laptop. He arrives in his hotel room and tries to connect to Wi-Fi using his laptop. He is redirected to a portal for Nxt, which is managing Wi-Fi services for the hotel. Tom is presented with multiple options: Basic: free one device, up to 2MB/s, 10MB/day Premium: $12.95 one device, up to 10MB/s, 150MB/day Tom selects the Premium Plus plan. He receives a unique PIN to securely connect his three devices using the portal. He connects each device and enters the unique PIN for the first time only. The next time Tom accesses Wi-Fi at the hotel on his laptop, smartphone or tablet, he is automatically connected. He can now get premium Wi-Fi service on all three of his devices for a single price, billed to his room. Sample Monetization Models CHURN REDUCTION Flexibility to share Wi-Fi across all devices and/or users in a plan CUSTOMER ACQUISITION Promotion of service provider brand and Wi-Fi services to new customers REVENUE OPPORTUNITIES Premium packages with no-charge quotas for unlimited Wi-Fi using a specified number of devices Wi-Fi Authentication Successful Thank you for selecting the Premium Plus Plan. USE THIS PIN TO AUTHENTICATE YOUR 3 DEVICES: PROMOTIONAL OFFERS Wi-Fi upsells for time-limited premium service, higher data quotas and additional devices Premium Plus: $17.95 up to three devices, up to 10MB/s (per device), 500MB/day (shared) Cancel Done 9

10 Shared Wi-Fi Wallet: How It Works PAYMENT SERVICES 5 CAPTIVE PORTAL 4 1 ACCESS POINT PORTAL INTEGRATION FRAMEWORK 2 AMDOCS SERVICE CONTROLLER 3 WI-FI GATEWAY 6 SUBSCRIBER DATA BROKER AMDOCS POLICY CONTROLLER NOTIFICATION SYSTEM INTERNET Implementing Shared Wi-Fi Wallet Provide secure authentication and integration into a common subscriber database Reduce churn with quota sharing across multiple users, devices and network types, using real-time control and metering based on time/volume and subscriber entitlements 1 Tom tries to connect to the Wi-Fi network on his laptop and is redirected to a customer portal. 2 He selects the Premium Plus service for three devices and receives a temporary account PIN. 3 Tom enters the PIN on the customer portal and the Wi-Fi Gateway sends the request to the Amdocs Service Controller, which authenticates the device. When he connects to the network, Tom s usage is metered by the Amdocs Policy Controller. QoS policies are applied. 4 Tom later tries to connect his tablet to watch streaming video, and is again redirected to the portal. 5 Tom enters the PIN and adds his tablet to the account. He repeats the process on his smartphone. 6 Both devices are provisioned by the Subscriber Data Broker and authentication MAC addresses are cached for fast re-authentication. The next time Tom accesses the Wi-Fi network on any of his devices, he will automatically be connected. Allow single sign-on cache subscriber credentials for repeat sessions with no sign-on during specified time periods Give subscribers control quickly build subscriber portals for easy self-provisioning or integrate with existing portals using the Amdocs Portal Integration Framework Create upsell offers real-time notifications to update users on the status of their quota and provide options to top up or extend their shared wallet 10

11 USE CASE 4: BRING YOUR OWN DEVICE With new devices continually entering the market and many new tablets offering only Wi-Fi access, there is increasing demand for plans that provide bring your own device (BYOD) flexibility. Subscribers want the flexibility to add new devices to their Wi-Fi plans or to their combined Wi-Fi and mobile data plans and expect to have the convenience of selfprovisioning capability. Service providers can monetize BYOD plans to increase customer loyalty and service differentiation by offering: Easy addition of Wi-Fi devices to existing data plans Self-provisioning and self-management portals to add or remove devices at any time Shared data quotas and Wi-Fi access under a single plan The Customer Experience: BYOD Scenario Mary has a smartphone with a 3G data plan with Nxt, which includes access to their Wi-Fi hotspots. Her Silver Tier plan allows her to add another device for Wi-Fi access only. Mary has just gotten a non-sim tablet. Using her Nxt portal, she associates her new tablet with her plan. When she is in a Nxt or partner hotspot, Mary can use her smartphone and her tablet her Wi-Fi experience is seamless. Mary enjoys the value, convenience and security of her service provider s Wi-Fi for all of her devices. Sample Monetization Models CHURN REDUCTION Choice and flexibility for users to add new devices into the plan Ease of device management using self-provisioning portals CUSTOMER ACQUISITION Consumers buying multiple new devices SIM and non-sim Enterprise BYOD plans that provide flexibility to add personal devices to WAN and hotspot areas REVENUE OPPORTUNITIES Premium packages with Wi-Fi only options and no-charge Wi-Fi access in network Top tier packages with increasing data quotas, higher numbers of add-on devices and shared wallet options PROMOTIONAL OFFERS QoS and speed boost for all devices Roaming passes during time-limited periods 11

12 BYOD: How It Works 1 CAPTIVE PORTAL 2 PORTAL INTEGRATION FRAMEWORK AMDOCS SERVICE CONTROLLER SUBSCRIBER DATA BROKER AMDOCS POLICY CONTROLLER Implementing BYOD Services Provide secure authentication with protocols for a wide range of Wi-Fi devices and integration with a common subscription database ACCESS POINT 1 Mary tries to connect her new tablet to the Wi-Fi network access is rejected and Mary is redirected to the customer portal. 2 Mary enters the PIN from her Silver Tier plan. The Wi-Fi Gateway sends the authentication request to the Amdocs Service Controller. Her tablet is provisioned by the Subscriber Data Broker with MAC address association for fast re-authentication. 3 The Wi-Fi Gateway re-authenticates Mary s tablet. WI-FI GATEWAY 4 Mary connects to a different Wi-Fi hotspot, and continues to get seamlessly authenticated from the MAC cache to the Nxt Wi-Fi network for her tablet. INTERNET Let subscribers manage their own devices build self-provisioning portals or quickly integrate with existing web portals using the Amdocs Portal Integration Framework Reduce revenue leakage control the number of Wi-Fi devices subscribers can use simultaneously to access the network Add more devices and services deliver real-time updates to subscribers for top-up plans such as adding more devices, higher data quotas and premium speed while roaming Combine with existing plans enable BYOD with Shared Wallet Wi-Fi and Premium Wi-Fi services 12

13 USE CASE 5: PREMIUM ACCESS TO CLOUD/NETWORK CONTENT Enabling subscribers to access premium content over Wi-Fi wherever they are provides a high quality of service without the hassle of separate billing or unexpected fees. The convenience and security of getting a premium Wi-Fi experience from a single, trusted provider can increase subscriber loyalty and create new opportunities for monetizing promotional offers for differentiated services. In the premium access to cloud/network content use case, subscribers experience: Premium Wi-Fi content in service provider and partner hotspots Secure Wi-Fi connectivity from a trusted service provider Transparent and automatic connection with single sign-in The Customer Experience: Premium Access Scenario Joe has a Silver Tier plan from Nxt: 10GB of data and access to the network of Nxt Wi-Fi hotspots across the city. JavaSurf is a partner of Nxt and Joe can use their Wi-Fi hotspot to connect his devices. Sample Monetization Models CHURN REDUCTION Access to high-quality data experience at home and in service provider hotspots Seamless connection to partner hotspots for wider coverage results REVENUE OPPORTUNITIES Premium Wi-Fi packages with no-charge data in service provider hotspots and metered access in partner hotspots Tier upgrades with higher data quotas, shared wallet and roaming Wi-Fi PROMOTIONAL OFFERS Dynamic upsell and topups, such as speed boost and QoS upgrades for time-limited use Content-driven access to Premium Wi-Fi HD streaming Joe stops in for a coffee and decides to watch the football game. His tablet connects to the JavaSurf Wi-Fi portal where he is prompted to enter his credentials. His tablet is authenticated and he can start using the Wi-Fi service. During the game, Joe gets a notification that he can buy a 24- hour speed boost for $3 and watch it in HD. Joe decides to buy the speed boost and use premium Wi-Fi access to enjoy his cloud-based premium content over the Nxt or partner s Wi-Fi. Joe enjoys his home away from home Wi-Fi experience so much that he decides to upgrade to the Gold Tier for premium service all the time. 13

14 Premium Access: How It Works PAYMENT SERVICES CAPTIVE PORTAL 2 1 JAVASURF ACCESS POINT PORTAL INTEGRATION FRAMEWORK AMDOCS SERVICE CONTROLLER 4 3 JAVASURF WI-FI GATEWAY SUBSCRIBER DATA BROKER AMDOCS POLICY CONTROLLER 6 NOTIFICATION SYSTEM 1 Joe attempts to connect to the JavaSurf Wi-Fi network. He is redirected to a portal. 2 He enters his Nxt credentials and JavaSurf AAA proxies authentication request to Amdocs Service Controller at Nxt. 3 Amdocs Service Controller authenticates Joe and connects him to the network. His tablet is associated with his Silver Tier account and his service entitlements. 4 JavaSurf AAA proxies accounting messages to Amdocs Service Controller at Nxt. 5 Amdocs Service Controller successfully re-authenticates Joe and the Amdocs Policy Controller begins to meter usage and applies QoS policies. 6 Amdocs Policy Controller determines that Joe s plan entitles him to a special QoS speed boost offer and sends a notification. 7 Joe selects the speed boost offer. The Amdocs Policy Controller and Subscriber Data Broker are updated with the new QoS. 5 5 INTERNET Implementing Premium Access Provide secure authentication and integration with a common subscriber database Give users more choice provide flexible billing options with payment by credit card, vouchers or charges to existing plans Deliver a premium user experience leverage carriergrade policy control to incorporate QoS, metering and quota management Create premium upsell offers with contextual information based on usage, location and content Enable Wi-Fi roaming for out-of-territory/network access or when connected through partner hotspots 14

15 USE CASE 6: CASUAL WI-FI USER By accessing service provider infrastructure via secure and trusted Wi-Fi access, subscribers can enjoy the benefit of nomadic use without sacrificing the premium Wi-Fi experience. Service providers can use casual or nomadic packages to attract a new class of customers who may be interested in temporary Wi-Fi services to reduce costs while traveling or for a limited time period. Casual Wi-Fi plans can incorporate: Flexible time and volume entitlements Wi-Fi Authentication Enter your Wi-Fi Pass PIN code to authenticate your device Direct billing to the device with payment by voucher, credit card or promotional code Opportunity for upsell to service tier plans The Customer Experience: Casual Wi-Fi Scenario Lydia is travelling to Europe and is concerned about her cellular roaming charges. She decides to get a weekend Wi-Fi pass for 25 in Paris, allowing her to connect to the local provider s Wi-Fi network. In a café, Lydia connects to a Wi-Fi network and is presented with a portal web page, where she enters the PIN from the scratch card she purchased. The local service provider s network will store Lydia s MAC address. The next time Lydia signs in, she will bypass the login screen and her tablet will be automatically authenticated for immediate connection. Lydia can enjoy nomadic access to a local service provider s Wi-Fi network without having to worry about cellular roaming charges. Sample Monetization Models CHURN REDUCTION Cost savings for using Wi-Fi while roaming internationally CUSTOMER ACQUISITION Co-branding opportunities for partner hotspots with international travelers or during events in high capacity venues such as stadiums Cancel REVENUE OPPORTUNITIES Shared Wallet options for multiple devices and users Done PROMOTIONAL OFFERS QoS and speed boost for timelimited use 15

16 Casual Wi-Fi: How It Works PAYMENT SERVICES CAPTIVE PORTAL 2 PORTAL INTEGRATION FRAMEWORK SUBSCRIBER DATA BROKER AMDOCS SERVICE CONTROLLER 3 2 AMDOCS POLICY CONTROLLER Implementing Casual Wi-Fi Services 1 ACCESS POINT 4 WI-FI GATEWAY 5 NOTIFICATION SYSTEM INTERNET Provide secure portal authentication and authorization Use flexible billing options through the selfprovisioning portal with payment by credit card, vouchers or coupons 1 Lydia s tablet tries to connect to the EuroNxt Wi-Fi network access is rejected and Lydia is redirected to a customer portal. 2 Lydia enters the PIN from a scratch card she bought in the café. The voucher is processed through the Portal Integration Framework and Lydia s tablet is provisioned by the Subscriber Data Broker. 3 Wi-Fi Gateway sends the authentication request to the Amdocs Service Controller and the tablet s MAC address is cached for fast re-authentication. Amdocs Policy Controller begins to meter data usage. 4 Lydia goes somewhere else in the same EuroNxt operator zone. Her tablet is seamlessly authenticated from the cached MAC address. 5 When Lydia s pass time/volume is close to expiry, she receives a notification on her tablet. Deliver carrier-grade performance with policy control for metering and time/qos Simplify access enable repeat sessions with no sign-on for non-sim devices within a pre-defined period of time Introduce new services quick integration with existing portals using the Amdocs Portal Integration Framework enables rapid monetization of Wi-Fi services 16

17 Next Generation and Advanced Monetization With Wi-Fi monetization still in its infancy, opportunities for revenue and service differentiation are largely limited to premium Wi-Fi packages and direct user charging or managing Wi-Fi networks for venues such as hotels, cafés and airports. The use cases profiled in this guide refer to the business-to-consumer (B2C) business model that targets the retail and consumer segments. The evolution in technology and the emergence of new business-to-business (B2B) and business-to-business-to-consumer (B2B2C) models provide opportunities for advanced monetization. Enterprise, Managed Hotspots, Wholesale Offload and Roaming are just a few use cases that are enabled through Wi-Fi. Below are additional use case examples that hold the potential for high growth and revenue in the next three to five years. International Roaming Wi-Fi services that extend connectivity to Wi-Fi hotspots for subscribers traveling internationally have largely been dominated by W-Fi roaming hubs and aggregators, such as ipass and Boingo. The growing demand for Wi-Fi roaming and the willingness of users to pay for the service make it a lucrative opportunity for service providers. To create differentiated services for international roaming, service providers will need to explore broad partnerships with aggregators and local service providers to deliver premium Wi-Fi services with transparent authentication and a high-quality user experience. Mobile Advertising While mobile advertising is already pervasive, the current models are fairly static and typically delivered on company landing pages, or as branding and advertising on Wi-Fi portal login pages. What s driving the next phase of mobile advertising is the ability to provide location-based ads for content and services driven by a person s location. Service providers can monetize their Wi-Fi networks by partnering with advertisers to offer subscribers targeted notifications and access to retailer loyalty programs and coupons based on contextual information, such as where they are and what they want to buy. To benefit from these opportunities, service providers will need to carefully follow subscriber demand and willingness to receive online notifications based on their information and strategically offer opt-in access. 17

18 Location-based Analytics In a Wi-Fi network, service providers can filter big data by using contextual information and intelligence to provide highly valuable analytics to enterprises. Since Wi-Fi networks are connected to a device that is on the move, location-based analytics can be used to deliver historical, real-time and predictive analytics about user behavior from devices and M2M communications. For instance, service providers can help brick-andmortar retailers learn more about their customers how many shopped on certain days, how many were repeat visitors and generate information that e-commerce sites like Amazon collect every day. When gathered over time and combined with opt-in subscriber profile information, this data can uncover behaviors and provide context for each customer s current location and movement. Service providers can enter partnerships with retailers to use this kind of analysis to determine storefront displays, in-store sales, time-based promotions, and so on. OTT Partnerships OTT services cover a broad and increasing array of offerings, from content (YouTube, Netflix), advertising (Google), social networking and communications (Facebook) to retail (Amazon), VoIP (Skype) and device-specific video chat. Service providers can leverage their Wi-Fi networks and premium services to enter into partnerships with OTT content providers. As consumers continue to demand premium content over Wi-Fi, service providers can offer OTT partners preferred QoS for VoIP, HD streaming media and other services for a high-quality user experience. Amdocs Smart Net The Evolution of Intelligent, Seamless Wi-Fi Create a unified HetNet across devices and networks to extend your reach, minimize costs and enhance the customer experience. Amdocs Smart Net brings device-level intelligence and seamless connectivity to the delivery of dynamic Wi-Fi services. When integrated with the Amdocs Wi-Fi Experience Solution, Amdocs Smart Net enables new and differentiated services for subscriber retention and monetization: Deliver a seamless experience across Wi-Fi and cellular networks and SIM/non-SIM devices with no user intervention Minimize subscriber disruption when moving between networks with automatic session monitoring of user activity and network conditions Give subscribers transparent access to on-device, real-time network performance data Deliver ANDSF, Wi-Fi and 3G/4G balancing by dynamically distributing subscriber sessions across multiple network resources Increase ARPU by driving offload and onload decisions from subscriber data plans and policy and deliver dynamic offers with on-device payment options 18

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