Cloud4 wi wifi carrier summit workshop

Ivan MucciniVP Product Planning & Design

How to monetizeWi-Fi services

Workshop

2

Who we are

Value-added services

New Revenue

Users, Businessand Other Service Providers

Baseline

Investment with Compelling ROI

• LBS, Proximity• Analytics• Advertising

• Connectivity and Premium Services• Managed Hotspot• Wi-Fi Roaming

• Broadband and Mobile Retention• Mobile Data Offload

Wi-Fi Value Creation Pyramid

Value-added services

New Revenue

Users, Businessand Other Service Providers

Baseline

Investment with Compelling ROI

• LBS, Proximity• Analytics• Advertising

• Connectivity and Premium Services• Managed Hotspot• Wi-Fi Roaming

• Broadband and Mobile Retention• Mobile Data Offload

Wi-Fi Value Creation Pyramid

5

Carrier

ServiceProviders

MSP

Venues

?

The question is:

Who pays?

6

24%Free Wi-Fi (Worldwide)

84%Free Wi-Fi (U.S.)

Source: JiWire, Q4 2013

The question is:

Who pays?

7

The question is:

Who pays?

«Premium»pay-per-use plans

«expense-account-friendly» locations s

Form

Bit-pipeTo

Service-pipe

Form

Bit-pipeTo

Service-pipe

Wi-Fi ?

10

StadiumStations

Shopping Mall

Sport Event

Retailer

convention

Airport

office

Restaurants

hotspital

hotel

The

Venuesand

amenity Wi-Fi

11

15%Establishments sharing Wi-Fi

Chains, big brands and single locations, with any kind of device

Source: Devicescape Insight Services

The

Venuesand

amenity Wi-Fi

12

Network Size

# of networks

The

Venuesand

amenity Wi-Fi

fragmentation

13

Today

Vertical Full Managed Connectivity Services

Network Size

# of networks

Classic Approach

Vertical Full Managed Connectivity Services • Wi-Fi network design and planning

• Technical support• Equipment monitoring• Custom branding• Enterprise access• Support – report issues

Example

Partner With:

*Source: AT&T, Hilton, McDonald’s and Starbuck’s websites

Hotspot /users

SP

Venue

Today….

Delivering Wi-Fi

Throughthe Venue

16

Network Size

# of networks

Strategy

Hotspot /users

Venue

SP

UseCase

Ivan MucciniMarketing 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

22

Legacy(heterogeneous, un-managed)

assets

Maximize ROI

Who Pays?

Hardware Installation Maintenance Support …

GoWatchConnect

Sponsored Wi-Fi (ADV)

• 15’’ video ADV• Full page captive

ADV• …

Loyalty

AD free Wi-Fi

ENTER with your loyalty Card ID

MYIDXXX

OR (example)

Sign in withSocial Media

Ex.

Facebook Like(but also follow, check-in, etc)

Brand Awareness

Social Media

Ex.

Facebook Post

Sign in with

Brand Awareness

Hotspot lead generation

Direct Marketing

Socialnetwork

SMS

E-mail

EngagingLogin Page

30

pull/push

CustomerSurveys

Sing in

LocationBasedAdvertising

LocationBasedAdvertising

Mobile location-targeted campaigns outperformed

non-location targeted campaigns

CPM (cost-per-thousand)

X 10

CTR (click-through-rate)

X 2

Source: Cisco2013, Monetize SP Wi-Fi to Gain Business Advantages

Source: Verve Mobile, Q1 2013 - (State of the Market Location Powered Mobile Advertising Report )

CPM (cost-per-thousand)

X 10

Mobile location-targeted campaigns outperformed

non-location targeted campaigns

CPM (cost-per-thousand)

X 10

CTR (click-through-rate)

X 2

Source: Cisco2013, Monetize SP Wi-Fi to Gain Business Advantages

Source: Verve Mobile, Q1 2013 - (State of the Market Location Powered Mobile Advertising Report )

Location Based

Coupons and ADV

delegate

Addressing

Everyoneneeds

Service packaging

Premium Pack$$$$

Basic Pack

$

• Advertising• Couponing• Full branding• Marketing tool• Gaming• Social login &

marketing

• Social login• Basic branding• Couponing

How we solve the problem

Hotspot /Users

Venue

SP

Involving the Venue

Delivering powerful tools and control

40

Scaling the target market

SimpleScalableFlexiblePlatform

Network Size

# of networks

Vendor agnostic, service normalization

Flexible packaging, comprehensive tools

Multi-level, hierarchical control

Fragmentation

Legacy heterogeneous assets

Market needs differentiation

Delegation of services and control

venues

(SP)

Multi-level(managed service + delegated services)

venues

Independent

Splash Portal

Internet Plans

Applications

Access Methods

Multi-level(managed service + delegated services)

(SP)

44

Multi-level(managed service + delegated services)

(SP)

Hierarchical

Delegate full or partial control

EdnaHellenJohn

45

(SP)

venues

Multi-Tenant

SP

customer

venues

Fullcontrol

Multi-level(managed service + delegated services)

46

Cloud management

47

Access Methods

Internet Access Policies

End User Management

Splash Portal

Applications

Analytics

Flexibility

Access methods

User Account

Social Login

Click-through

802.1X

Access policies

One Shot / Recurrent Plans

Voucher / PIN

Online Payment

Self-Care

Self-Provisioning

$

EngagingSplash Portal

(Tenant)

venues

Splash Portalmulti-level control

Service & Presence

Analytics

53

Wi-Fi AppMarketplace

Wi-Fi AppMarketplace

Location Based advertising

Marketing tools

Survey

Couponing

Gaming, utilities, widgets, etc

Wi-Fi AppMarketplace Open

APIs and App development SDK(coming soon..)

56

Service & App normalization layer

(on top of anyaccess network

Conclusion

Problems(opportunities)

Huge but fragmented market potential

OTT & Verticals competition

Bit-pipe strategies won’t work alone

59

Solution Comprehensive,

flexible, service normalization platform

Scalable, cost-saving cloud solution

Involve the Venue delivering self-control and valuable tools

Thank You

www.cloud4wi.com

Ivan MucciniVP Product Planning & [email protected]

(Backup slides)How to

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

End users

WiFi Area Internet Plans

Wi-Fi Marketplace

Analytics

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)

• Applied to all main configurationsLock/unlock

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

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

App example

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 MucciniVP Product Planning & [email protected]