acision call driver r1.0 white paper

7/27/2019 Acision Call Driver R1.0 White Paper

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Call Driver & Advanced CallCompletion White PaperRealising the future of messaging by assuring a sustainable business

Introduction

From a revenue perspective, voice not data reigns as the leader. With 82% of global wirelessrevenue coming from voice services, operators should be fully aware that the two most important

things they can do to improve revenue are to increase the number of calls made and increase the

percentage of calls completed. Tis applies to both the prepaid and post-paid subscribers and

regardless of the operators geography.

Figure 1- Voice Services Represent 84% of Operator Revenue

As operators seek new revenue opportunities, significant attention is given to the rising

percentage of revenue coming from data services. While applications such as mobile web

browsing and mobile advertising are growing in popularity, operators should not lose sight of the

fact that voice revenue will continue to provide the majority of income for many years to come.

With the majority of mobile operator revenue coming from voice services, it is expected that first

priority will be to protect the current revenue stream and maximize any available potential.

Te voice service revenue stream is under threat though. Studies show that ARPU from voice

services is trending downwards ($212 in 2008 to $166 in 2012*).

Figure 2- Declining Voice ARPU, Ovum 2008

White Paper

Table of Contents

1 Introduction

2 Revenue Impact Points

3 Capturing lost revenue

$700,752,000,000 *

* Ovum, Wireless voice and data forecast, April 2008

81.79%

Voice

l l

2007

$50r

$250

2012

$212

$161


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With such significant exposure, operators are looking for each and every way to stop the revenue

erosion and convert what is an unbillable network activity into revenue generating minutes.

Evaluating call percentages from an overall network perspective reveals several areas in which the

operator is losing what could be billable revenue. Te areas of opportunity are:

Unsuccessful call attempts

Calls not completed

Calls to non-active Voicemail subscribers

Figure 3- Revenue Capture Point Opportunities

2. Revenue Impact Points

In Figure 3 above, each of the areas highlighted are responsible for bleeding off a portion of what

would otherwise be billable activity. Tis is not only a revenue problem but also wastes valuable

network resources. Te simplest solution to the revenue problem would be to assure that each

and every call attempt results in a billable conclusion in some form or another. Unfortunately,

most networks are not equipped to efficiently handle this wide range of impact points.

2.1 Unsuccessful Call Attempts

Te first revenue impact point is percentage of call attempts that are not successfully completed

by the network. Tis number varies widely from operator to operator depending upon the

sophistication and quality of the network. In highly developed countries such as the U.K, this

percentage may be as low as 4% while in emerging countries the percentage may be as high as

40%. Te 4% figure used here represents the global average for all subscribers. Te reasons for

these failed call attempts are provided below. Again, these will vary depending upon operator

and network but regardless of the actual percentage, this is a contribution factor to the overall

revenue impact.

Call Driver & Advanced Call Completion White Paper

Acision. Innovation. Assured.

Call Attempts

66%Completed Calls

4%UnsuccessfulCall Attempts

30%Calls Not

Completed

Voicemail

30%Active

Subscriber

70%Non

Subscriber


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Figure 4- Representation of Calls Not Completed in Network

2.2 Calls not completed

Te largest revenue impact point is the significant percentages of calls that do not reach the

intended party. Even in a highly developed network, this number is still significant for a variety

of reasons. One of which is phone is off. For example, the Yankee Group estimates that 65%

of all wireless subscribers do not leave their phone on more than 8 hours per day. Te calls not

completed reason list includes:

1. Te called party is busy with another call

2. Te called partys phone is off or out of coverage

3. Te called party does not answer the call

4. Te calling party hangs up before the called party answers

2.3 Unsuccessful calls to non-active Voicemail subscribers

Te next significant revenue impact point is unsuccessful calls that have no back up completion

option because the subscriber does not have voicemail activated. Voicemail adoption rates vary

depending upon a number of different factors. Tese factors may be either financial or cultural.In some networks, the subscriber is charged to access the voicemail platform either by using up

minutes or a per call cost to listen to their messages. In this situation, many subscribers simply

avoid the additional cost and ignore their voicemail. On the cultural side, some areas of the

world consider it either impolite not to talk directly to the person or unacceptable to interact

with a computer. Callers in these areas prefer to re-try the subscriber repeatedly until they have a

successful connection. Tis frustrates the caller and needlessly utilizes network capacity.

3 Capturing lost revenue

Operators should seek to have a flexible solution in place that can assure that every call attempt

has multiple options to complete the connection, every missed call results in any number of

notifications, callers may have the option of requesting an availability notification or connection


29%Droped calls or

handoff problems

9%Subscriber or

Handset problems

15%RF Coverage Problems

29%Interference or channelquality problems

22%Operator capacity

resource limitations



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and end users are provided with the ability to manage and personalize the service as they see fit.

With calling scenarios extending into the thousands, operators should be assured that the call

completion service they employ serves both prepaid and post-paid subscribers and voicemail and

non-voicemail users. Calling events such as subscriber busy, subscriber out of coverage, subscriber

does not answer the call, or the calling party hangs up before the call is completed should also beincluded in the service.

A subtle benefit of utilizing a call completion service is providing an increased level of customer

satisfaction. Callers are assured that no matter what situation prevents them from contacting

their friends or loved ones, the subscriber will be notified in one way or another that they called.

Tis is reassuring and builds confidence in the operators brand.

As mentioned previously, with 82% of wireless revenue coming from voice services, the most

important things operators can do to increase revenue are to increase the number of calls made

on the network and increase the percentage of calls completed on the network. Referring back to

Figure 3 Revenue Capture Point Opportunities operators have a clear approach plan that can

be followed to capture lost revenue.

Provide a backup for unsuccessful call attempts in the network

Provide a call completion solution all subscribers in conjunction with Voicemail

1. When called party is busy with another call

2. When called partys phone is off or out of coverage

3. When called party does not answer the call

4. When calling party hangs up before the called party answers

Provide a backup call completion solution for slamdown Voicemail Calls

3.1 Choosing a robust call completion solution

Understanding the revenue opportunities

In the call completion event sequence, there are three primary events that can be monetized.

Operators may choose to select one or more of these events depending upon their strategy.

Figure 5- Call Completion Revenue Opportunities

Te first billable event is to complete a

surrogate contact in place of the intended

call as dialled. Tis may seem obvious at

first but interjecting an event to the caller

in place of the intended call takes skill

and careful design to avoid having the

caller terminate the call immediately. Te

monetization comes from the fees associated

with terminating the call.

Te second billable event is the notification that is sent to the subscriber informing them of the

missed call. Tis can be monetized in three different ways: as a monthly subscription service, as a

cost per transaction or supported through sponsored advertising inclusions.Te last billable event in the missed call completion cycle is the return call leg. Every missed call

has a degree of likelihood that the subscriber will return that call. Tat return call ratio should be

factored into the revenue equation.


1

X

3

2



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3.2 Understanding Call Completion Scenarios

Tere are several fundamental call completions scenarios that operators typically experience. Te

following sections outline these scenarios.

Missed Call- Single Notification

Figure 6- Missed Call- Single Notification

Party A calls Party B who is unreachable, busy, or (optionally) roaming. Party B can either be

a voicemail subscriber or not a voicemail subscriber. Optionally, the service can be invoked

for voicemail subscriber for calls in which the caller chooses to not leave a voicemail message.

Notification of the missed call is sent to Party B and includes relevant call information andadministrative functionality.

Missed Call- Aggregate Notification

Figure 7- Missed Call- Aggregate Notification

Multiple Party As call Party B who is unreachable, busy, or (optionally) roaming. Party B caneither be a voicemail subscriber or not a voicemail subscriber. Optionally, the service can be


You missed a call from (804)555-1212 at 07:05 on 07/13/07.

Call to non VoicemailSubscriber

Call to VM Platform forexisting subscriber butnot leaving a message.

You missed calls from

(804) 555-1212 at 07:05 on

07/13/07. (804) 555-1313 at

08:05on 07/13/07.

(804) 555-1414 at 09:05 on 07/13/07.



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invoked for voicemail subscriber for calls in which the caller chooses to not leave a voicemail

message. Notification of the missed calls is aggregated and sent to Party B and includes relevant

call information and administrative functionality. Aggregation can be organized by caller, by

period of time elapsed, or prioritized by number of call attempts made.

Notify Me- A Party SMS notification

Figure 8- Notify Me- A Party SMS notification

Party A calls Party B who is unreachable, busy, or (optionally) roaming. Caller hears a prompt

notifying them that Party B is unavailable offers option to request SMS notification when

available. When Party B is available, Party A will received an SMS with notification that XXX

number is now available.

Notify Me- A Party SMS notification with mechanism to connect

Figure 9 Notify Me- A Party SMS notification with mechanism to connect

Party A calls Party B who is unreachable, busy, or (optionally) roaming. Caller hears a promptnotifying them that Party B is unavailable offers option to request SMS notification when


(804) 555-9876 is now available.

This Person is not available.To get an SMS notification whenthey are available press 1234

(804) 555-9876 isnow available.

To connect now, reply xto this SMS

This Person is not available.To get an SMS notification whenthey are available press 1234



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available. When Party B is available, Party A will receive an SMS with notification that

XXX number is now available along with a command mechanism to have system establish a

connection to Party B. When this service is invoked, system calls Party B and plays a notification

such as Tis caller tried reaching you when you were unavailable then making the connection.

Connect Me- A Party requests automatic connection

Figure 10- Connect Me


notifying them that Party B is unavailable and offers option to automatically connect when

available. When Party B is available, Party A will receive an outdial call with an announcement

such as Te party you were trying to reach is now available and a call attempt is underway.

Party B will receive an outdial call with an announcement such as Tis caller tried reaching you

when you were unavailable then making the connection.

3.2.1 Notify Me or Connect Me option- A Party has menu option to select from

Figure 11- Notify me or Connect Me option


This Person is not available.To automatically connect whenthey are available press 1234

(804) 555-9876 isnow available.

This Person is not available.To get an SMS notification when theyare available press 1,To automatically

connect when they are available press 2



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notifying them that Party B is unavailable and offers option to either request SMS notification

when available or request an automatic connection. With the first option, when Party B is

available, Party A will receive an SMS with notification that XXX number is now available. With

the second option, system calls Party B and plays a notification such as Tis caller tried reaching

you when you were unavailable then making the connection.

3.2.2 Connect Me End User controlled- B Party has menu option to select from

Figure 12- Connect Me End User controlled

Party A calls Party B who is unreachable, busy, or (optionally) roaming. Party B can either be

a voicemail subscriber or not a voicemail subscriber. Optionally, the service can be invoked

for voicemail subscriber for calls in which the caller chooses to not leave a voicemail message.

Notification of the missed call is sent to Party B and includes relevant call information,

administrative functionality plus reply mechanism to have system make the connection to the

caller. When invoked, system calls Party A and plays a notification such as Te caller you tried

to reach is now online then making the connection.

Summary

Wireless operators know that that voice services still provide the majority of their revenue. Efforts

to optimize or increase this revenue stream should be given highest priority. Increasing voicerevenue can be accomplished by:

Provide a backup for unsuccessful call attempts in the network

Provide a call completion solution all subscribers in conjunction with Voicemail

1. When called party is busy with another call

2. When called partys phone is off or out of coverage

3. When called party does not answer the call

4. When calling party hangs up before the called party answers


You missed a call from(804) 555-1212

at 07:05 on 07/13/07.To connect now, reply x

to this SMS



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Tere are a wide variety of techniques available to help increase both the number and percentage

of calls completed, from both the calling party and called party direction. In this ultra

competitive market climate and decreasing ARPU, operators must seek a comprehensive call

completion strategy that provides maximize opportunity for revenue enhancement.

..........................................................................................................................................................................................

1Missed Call, Single Notication- Call Driver Phase 1

2Missed Call, Aggregate Notication- Call Driver Phase 1

3Notify Me, A Party SMS Notication- Future Call Driver development consideration

4Notify Me- A Party SMS notication with mechanism to connect- Future Call Driver development consideration

5Connect Me- Future Call Driver development consideration

6Notify me or Connect Me option- Future Call Driver development consideration

7Connect Me End User controlled- Future Call Driver development consideration

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Copyright Acision BV 2007 - 2009

All rights reserved. Tis document is protected by international copyright law and may not be reprinted, reproduced, copied or utilised in

whole or in part by any means including electronic, mechanical, or other means without the prior written consent of Acision BV.

Whilst reasonable care has been taken by Acision BV to ensure the information contained herein is reasonably accurate, Acision shall not,

under any circumstances be liable for any loss or damage (direct or consequential) suffered by any party as a result of the contents of this

publication or the reliance of any party thereon or any inaccuracy or omission therein. Te information in this document is therefore

provided on an as is basis without warranty and is subject to change without further notice and cannot be construed as a commitment

by Acision BV.

Te products mentioned in this document are identified by the names, trademarks, service marks and logos of their respective companies

or organisations and may not be used in any advertising or publicity or in any other way whatsoever without the prior written consent of

those companies or organisations and Acision BV.


acision call driver r1.0 white paper

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