using real-time charging for promotions and bundles

8/8/2019 Using Real-time Charging for Promotions and Bundles

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Using Real-Time Charging forPromotions and Bundles

© Coprit Opt Tcom, 2010



Ui Ra-Tim Cari for Promotio a Bu

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InTROdUCTIOn

Pr-pai cutomr ar popuar caractriz a bi mor trait, cot cociou, aifficut to maa ta tir pot-pai coutrpart. But for ma pr-pai cutomr, it i apamt mto wic proi t mot cotro a fxibiit, but it o ot rfct t umof tir commuicatio .

Marktr a traitioa trat pr-pai a a i boc, wi pot-pai ubcribra b ubjct to aac mtatio tciu. I i comptiti markt, pr-pai markti i bcomi icrai opiticat, to upport t ut for a rowt.

T bt marktr rcoiz tat witi t cator of pr-pai tr ar i fact mutipmt, ri b iffrt icui ua, au, a ift. A imp iutratioof ti poit i tat a tut wi a r iffrt (ua, tim-of-a, a rcara profi) ta a part, tou bot ma b prpai cutomr.

PRe-PAId’s UnIqUe ChAllenges

Iu uc a cur, ru timuatio, a w prouct aoptio obiou app to

pr-pai cutomr. howr, t atur of pr-pai ur mak for a uiu ca,wit ow cutomr xit barrir, iu wit accout ormac, mutip proa sIM, auritr or mii proa tai.

Mot pr-pai cutomr ca, i tor, acc t am ric a pot-pai ubcribr.T rait for ma i tat t o ot, for rao a ari a imit at capabiiti,i markti cot, crit rik, a ma baac amout. Ti ruir ric proirto b mor crati i wat ric t offr a ow t rac t cutomr.

For marktr, ti rprt a r iffrt ca, a ruir iffrt markti tooto to u for pot-pai. Tr i a rowi urtai tat t bii ifratructur iparticuar ra-tim cari, t mcaim b ow pr-pai accout ar maa, i btpac to ar ma of t uiu ca of markti to pr-pai ubcribr.

Wi pr-pai ARPU wi awa a pot-pai ru, ric proir rcoiz tato ot ma tat iificat ru a profit caot b ma. I t owrcutomr acuiitio cot, wit o or imit at ubii, ma tat pr-paiaccout oft rat a profit mor uick.

T pr-pai bui objcti i cai, a, i ma markt a ara ca fromo of baic ric proiio a crit cotro, to tat of improi a ioati ow pr-pai ric ar markt.

UsingReal-TimeCharging forPromotionsand Bundles




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PRe-PAId seRvICe PlAn InnOvATIOn

T aua of ric proir markti i cai. A w ocabuar i mritat icu wor uc a: promotio, mrcaii, a cro-i; a paci tcutomr at t ctr of tm a proc ca.

howr, taki t tp to raiz ti ca frut put marktr at o wittir xiti cari tm, ma of wic wr i oriia for circuit-witctcoo.

Fiur 1: Oriw of ra-tim cari’ ifuc o pr-pai markti

Ra-Tim Cari i ow a muc about abi markti a it i about accurataccouti. A fxib, op, cofiurab Ra-Tim Cari tm ca ua marktiioatio a ab pr-pai markti to maximiz ffort for tart ua a rcarpromotio, fxib bui, a to bui oat.

PROMOTIOns

Wit pr-pai ur prci a bi mor au cociou, promotio pa a ita ro

i timuati ru. howr, bakt promotio rik troi au b cutti pric or offri fr ric witout ufficit oprator rwar. Ti i bcauwat cotitut au p o t mt; to b uccfu promotio to biffrtiat wit rat bfit.

But wit proa ata itr mii or icompt, a owr cutomr au makitraitioa markti approac xpi, t promotio to b carfu craft tob profitab. Ti ruir t u of mutip promotioa trir, a t abiit to ru amaa mutip promotioa offr i para.




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Usage Promotions

Ua promotio coura ric uptak, pcia for w ric. T fromto cofiur promotio ui a combiatio of: ric tp, ua, a baac ruti i attracti a crati promotio ( Fiur 2). Tpica of t tp of fxibpromotioa u ca ow poib ar t foowi:

¨ sp X a t rt ar fr - ti promotio i i to ictiiz ubcribr top it mor ta t orma wou. T au propoitio to t cutomri tat a ric abo a crtai tro wi b zro-rat for a i tim pa,tpica for o a

¨ sp X a t xt X ar fr - ti i a ariatio o t abo tm but wit a imito ric ua, .., 12 sMs a t xt 10 ar fr

¨ Bu o t o fr - a popuar ia borrow from rtair. Ti promotio aba ric proir to aow a cutomr to pa for o ric, uc a a rito at aotr for fr. Ti ia ca b xt, to aow a ratio of ric to bcombi .., tr for t pric of two, tc

¨ Firt u fr - ric proir a a rowi umbr of ata, cott, amutimia ric. howr, ma cutomr ar ructat to tr w ric. Ti

approac aow a cutomr to ai tr a ric, prior to ubcribi

¨ Fr sua / Faourit da - ca or mai i fr for to wo a maitaia baac of a crtai amout or a rcar tir accout witi t mot

¨ Cro prouct promotio - to coura cutomr to tr w ric, w ricca b proi at a ruc pric or o a compimtar bai for a prio of tim.e.., p $10 o txt mai ti wk a rci mobi Tv fr for t xtwk

Re-charge Promotions

subcribr cur i a particuar probm for pr-pai ubcribr, a uik pot-paicutomr, wr cotract tpica ap o a particuar at, pr-pai accout imp (auit oft raua) bcom ormat. Aopti a if-cc maamt ri prpcti,icui aociati xpir at wit baac, ca pa ii b kpi accoutacti a fai a ca i tat. Ti cou b u for xamp, to app mutipifcc tat a a accout o towar ormac. so, w a accout tr a crtaita, it wou b ubjct to a iti prio of promotio to r-aimat ua.

Rcar promotio if tructur corrct, ar a ia approac to courai cutomrto ta acti a ruc cur. Tr ar a umbr of wa tat ric proir cacoura ubcribr to ot o maitai tir baac but ao u it. examp of ffctircar promotio icu:

¨ Rcar bou - i.. r tim ou rcar ou’ rci a crit

¨ ecourai mutip rfi of a accout uri a fi prio - .., rcar 4

tim ti mot a a wk m fr

¨ vari rcar rat - to ictiiz rfi tat u ow cot ca(ATM, IvR, Ussd tc.), to ruc t cot of fufimt

¨ Pruai a ubcribr to maitai a miimum baac to jo owr rat -.., maitai a baac of mor ta $30 a jo ruc oic ca

¨ Committi a cutomr to a automatic mot rcar i xca for a buof ric




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lac cari patform ar amot uira poor at auci rapi promotio. Iom ca, it’ ot a fatur. A wr it o xit, it i oft a w mou, buit a aruirmt ito t oboar rati a baac oftwar. Bcau of t imitatio, ricproir a tart to mo t capabiiti oto w patform. Wit t w patformproii t fxibiit to upport mor compx rati mo uc a fxibicout.

Fiur 2: examp of ua a rcar promotio

BUndlIng

Cutomr bui tr ar rii t icra importac of bu a packaric offri. e ur ar attract to bu bcau of t pric, coic a

pac of mi t offr. From a oprator’ prpcti, t mak for bot a i auoffr a a rir of ru.

Of particuar itrt to pr-pai ubcribr, ar occaio w t wat to jouiat aata to a pot-pai ubcribr, but witout cai tir pamt pa.

Aowi cutomr to bot-o packa, ca proi a aitioa ourc of icom, aab a ubcribr to ai acc to ric at a mor faourab rat.

Combii t attracti of owr pric, wit prpai cot cotro, bot-o packa offrubcribr w au a oprator’ icrmta ru ( Fiur 3). Bow ar omu ca tpica of tmporar bu:

¨ Bot-o ric packa - i aitio to t taar rat, cutomr ca bukpurca a ric for a t pric. Ti uua work bt for popuar a i-ua

ric uc a ma crit bu .., for a xtra $10 bu 500 sMs pr mot ¨ Bot-o roami packa - proi a cutomr wit a bttr rat for itratioa

ric for a upfrot pamt, uua wit a xpir at. For xamp, ou aroi o a o-wk oia ou wi rci a fi uota for txt a ca, tocotro cot

¨ sric pa - aow a oc purca of itrt acc or to a pcific ric fora imit prio of tim, oum (KB), or acc amout

¨ Crit Packa - purcai ua rprt b a crit to o or mor ric,for xamp, 1 crit = 1 muic owoa

¨ Cro-ric bu - for xamp, a ‘out’ packa tat proi acc to oicca, m, mobi t, a ata




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sric proir ou b ab to offr t bu a a oc off, o-rcurribu. Aaiab from t at of purca uti t a b u up or t aociatxpir prio a b pa. Aftr wic t cutomr pa t currt taar ricarmt amout.

Atrati, t offr ca b pai for a a rcurri car, aowi a ric proir toai ruar, icrmta ru. Wit a rcurri crit ubcriptio, cutomr’ accoutar crmt at ruar itra, wit uu crit from t prio bi itr rtto zro, or ro or to t xt caar prio. Aai oc t crit ar u up, tcutomr pa t currt taar ric armt amout or wr crit ar uu,t ar ro or or xpir.

lOyAlTy POInTs

T i cot of acuiri a cutomr, mak it tia tat ubcribr ratioip arcutiat to mt bot rttio a profitabiit tart. Oprator iti i ratioipmarkti iitiati, o o wit t ittio of rtaii tir mot importat ubcribr i..to wit t it ARPU a wit t ot ratioip. loat Proram icra tcot to cutomr of ai o ric proir for aotr.

Pr-pai ur t aai rprt a iffrt ca to oat pa maamt, a tirwort to t oraizatio i pricipa cacuat o rfi. Cutomr iftim au arai ifuc b a ubcribr’ rttio prio, proii a aitioa bou ba ot t of ratioip, ca proi a cutomr rttio icti.

Aitioa, o of t orook ifuc of prpai ubcribr i compari t ratio of outoi ru icomi ca. Pr-pai ubcribr oft rci ma mor ca ta tmak. Awari poit, a a rwar for icomi ca, ca icra oprator itr-coctpamt, a act a a mat to attract cutomr to our twork.

A cutomr oat proram, tat rwar ubcribr wit ‘fr’ twork ric i xcafor poit, ca b a ita compot of a uccfu cutomr rttio trat. But tpoit ar o ffcti if u b t cutomr. A propr tructur oat proram wiproi ua-ba icti, to rwar t mot auab cutomr bt.

Riforci t au of a oat pa, ma uri ur ar iform of tir oatpoit’ tatu. Automati poit-ar cofirmatio, rmptio, a t commuicatioof otr oat-rat iformatio, ui art b wa of a txt ma a a oi

porta, ca proi bot coic a a of owrip for oat pa mmbr.

Fiur 3: examp of rcurri a o-rcurri bu offr

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.............................................................. $25.................................................. $60




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nOTIFICATIOns

notificatio proi a imp, t r ffcti commuicatio ca for ubcribr.Bi ab to trir tim otificatio ma, ba o ubcribr baac or rat paca, ca a a powrfu markti ffct. Cofiuri a art ba o a catro tat, cotribut to a ‘ow touc’ markti, wic ca prompt ubcribr ito

actio. notificatio ca b cofiur to b t to:

¨ Ai a ric baac i at zro to prompt a rfi

¨ Arti t aaiabiit of a ric promotio

¨ notif tat a promotioa baac i about to xpir

¨ Cofirm a ca of rat pa

¨ vrif a uccfu bu ubcriptio

¨ Iform tat a bu baac a xpir a orma cot app

A practica xamp of t capabiiti i w a ric baac a b xaut.Ratr ta wait for a ubcribr to rfi, a tim prompt ca a a poiti ru ffct,courai cutomr to rfi arir ta uua, taki a off t cari cc.

AddRessIng The ChAllenge OF PRe-PAId MARKeTIng

T bii ifratructur, or mor pcifica Ra-Tim Cari, i o of t bt pactm to tak o t ca of markti to pr-pai ubcribr.

lac tm wr i for ifrut ca, fw ric, a imp prici.T a b pu b ubcribr rowt a w ata ric to t imit of tircapabiiti a capacit. Ti a rut i ric proir a i w ricitrouctio, rat pa ca, a promotioa ro-out.

Wat i ruir i a mai tp forwar i fficic, to ca a maa t xcutio

of compx bui oic ruir to upport t pomt of fxib promotio, bu,oucr, a otr baac or rati orit ca b markti. Mor ra-tim cari tm ( Fiur 4) trat ac icomi ric rut ipt,maai t aociat rati a coutr tp parat, to aow mutip pric apromotio to app to t am ric.

Ti arcitctur ir a i r of fxibiit. Wit bu, promotio, a rcarmaamt capabiiti a ati fatur, it aow:

¨ Promotioa iformatio to b abtract awa from rati fuctioait, maki it airto xcut campai a r-u bui oic

¨ T rapi turarou of promotio. empoi ua a aowac coutr,proi rai aaiab ubcribr pcific baac

¨ Roor, rcurrc, tro, xpir at, baac tatu, a accout tatucapabiiti to b r-u




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A bu bcom t o-to-markt mcaim of coic for ma ric proir, tfiitio of baac i bi traform. Baac ar bcomi framt ar-cofiur to upport a muti-ric . A ubcribr bu iffrt tp of ric,t fiitio of baac i cai to:

¨ O tat xt bo t cocpt of a i ca baac

¨ Icu upport for ma iffrt baac tp, uc a ric-pcific baac,promotioa coutr, oucr, ar baac, a of cour mo

¨ Appi bui ru ba o ubcribr tatu, ratr ta xcui bubcribr tp

¨ eabi a oprator to prform ubcribr cotxtua tracki

Pr-pai cari i a ra-tim proc ruiri atc to b kpt to a miimum, poiom uiu a riou iri ca. A mor compxit i oa oto acari rut, tr i a ar tat tm atc wi icra to uaccptab ,i.. t tim it tak for t cutomr to a i rut fufi bcom oticab.Tr to b cofic tat tm ca ca to a t icra i ra-tim

traactio, ri b t mor compx proci ruir for bu a promotio.

Fia, it i icrai importat tat tm cot ca wit iarit, a t a morubcribr, mor ata ri ric, mor rati a baac maamt compxit. Too ti, oftwar mut prform to it maximum to uccfu proc 10,000 traactiopr co. It ruir oftwar fi-tu wit bot t oprati tm a mor,muti-tra, muti-procor arwar tcooi; to xtract t mot cot-ffctiprformac of t para proci capabiiti aaiab.

Fiur 4: Ra-Tim Cari Arcitctur

CTE


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dubi, IRelAnd 6 Bcktt Wa / Park Wt Bui Park / dubi 12, Ira

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COnClUsIOn - The POWeR OF ReAl-TIMe In The neTWORK

T approac to pr-pai cutomr a markti i cai. T catat for ti ca- rapi rat pa ca, mutip a ari bu fiitio, promotioa ratiit,bttr ifcc maamt - to b rcoiz for t importat markti too tar. sp a fxibiit i tir maamt, wi b tia if t too ar to b t

fouatio upo wic a comptiti oraizatio wi b buit.

I i comptiti markt, pr-pai markti a bcom mor opiticat, to upportt ut for a rowt. It i icrai urtoo tat cutomr, wo a ctpr-pai, ar i fact mutip mt, ruiri markti, bui, a prici xtrit.

Ra-Tim Cari, t mcaim b ow prpai accout ar maa, i ow a mucabout markti a promotio abmt a it i about accouti. Opt proi acort a-i-o ra-tim cari, rati, a baac maamt outio, proiiati promotioa fatur, ctrai opratio, a maitac to upport t rapiauc of w ric a markti iitiati.

About OPENET

Attract ubcribr, proi

tm a rat xpric,maximiz ru from tm,

a miimiz t cot to rtm. sou imp uti

ou tr to o it wit miioof ubcribr upport b

ifxib ac ifratructur

amit a r-cai tof bui ruirmt. To

ucc i ti iromt,ou mut firt kow our

ubcribr a ow t uour ric, b capab of

poi ioati buimo tat maximiz ru,

a b ab to cotro taocatio of our twork

rourc itit afficit. Ti i maki t

mot of r ubcribr. A Opt ca p wit

our subcribr Optimizatio

softwar.

At t cor of our outioi t Opt Framwork, a

cort, mouar, ra-tim t proci a

traactio maamtpatform. Ti Framwork

ab oprator to traformtir Bss/Oss iromt

to capitaiz o w ric,

bui mo a tworkitmt. A oba

compa, Opt i u bt wor’ art a mot

ioati ric proiricui AT&T, BT, Ora,

Ttra, Tim Warr Cab,a vrizo Wir. lar

mor at www.opt.com.

using real-time charging for promotions and bundles

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