M2M Ecosystem Development

Ways of Operator
Business Development
Sergey Sasov
June 2015
Confidential
©PETER-SERVICE, 2015
CONTENT
Global Trends
Peter-Service Solutions
• IP-traffic Charging and Management
• Customer Relationship Evolution
• Smart Marketing and Big Data Analytics
• M2M Ecosystem Development
• Human Capital Management
Summary
2
FIGURES & FACTS
GLOBAL TRENDS
3
GLOBAL IP TRAFFIC FORECAST
Global IP Traffic by Service
Type, PB per Month
120
Global IP Traffic by Service, PB
per Month
Global IP Traffic by Geography,
PB per Month
60
2019
100
2018
50
80
2017
2016
60
40
2015
40
2014
30
20
0,00
0
2014 2015 2016 2017 2018 2019
Fixed Internet
Managed IP
Mobile data
20
2016
2017
2018
North America
CAGR
Western Europe
Central and Eastern Europe
Mobile data
Managed IP
40%
60%
Fixed Internet
Latin America
Middle East and Africa
Source: Cisco, 2015
4
Online gaming
30%
2015
Asia Pacific
20%
File sharing
40%
0
2019
300,00
Web, email, and data
CAGR of Traffic by Service
2014
0%
200,00
Internet video
10
CAGR of Global IP Traffic
by Service Type
100,00
20%
10%
0%
1
Internet video
Web, email, and data
File sharing
Online gaming
M2M & MOBILE DEVICES
M2M Mobile traffic, TB per Month
1400,00
103% CAGR 2014 - 2019
1200,00
1000,00
800,00
600,00
400,00
200,00
0,00
2014 2015 2016 2017 2018 2019
Source: Cisco, 2015
5
TO BE IN THE RIGHT PLACE AT THE RIGHT TIME AND WITH THE RIGHT OFFER
Personalized offers increase conversion
rates by 14% (source: Aberdeen).
80% of mobile internet users prefer
location-specific advertising
(source: JiWire).
A high-impact recommendation from a
trusted friend is 50 times more likely to
trigger a purchase than a low-impact
passive recommendation
(source: McKinsey Quarterly).
62% of adults under 34 are willing to
share their location for more relevant
content (source: JiWire).
75% people prefer to receive offers over
any other form of call-to-action (source:
Text Marketer).
6
HUMAN CAPITAL IS A NEW GROWTH DRIVER FOR COMPANIES
HEWIIT
Companies that have a highly engaged
workforce:
• Produce $27,000 more sales per
employee
• Get $3,000 more profit per employee
• Achieve 5-10% higher levels of
customer satisfaction
GALLUP INC
• Actively disengaged employees cost
the U.S. economy $300 billion a year
in lost productivity
WATSON WAYATT
• 3-year total return to shareholders is
36% higher in companies with high
employee commitment levels
7
PRODUCTS AND TRENDS
PCCM & TREC
IP-traffic charging and management
Mobile Retwin
Customer relationship evolution
Customer
Adviser
M2M Platform
SKILLBER
8
Smart marketing and big data analytics
M2M ecosystem development
Human capital management
PCCM & TREC
IP-TRAFFIC CHARGING
AND MANAGEMENT
9
Data transfer rate
CHARGING
The subscriber starts
using Yandex.Maps
Charging at the
standard rate
10
Data transfer
Data transfer
Charging at a
different rate
Charging at the
standard rate
Time
PCCM IN THE ARCHITECTURE OF A 3GPP NETWORK
IMS
UDR /
GUP
AF
CDB
Ud / Rg
Ud
Rx
V-PCRF
S9
PCRF
(PCCM)
Sy
OCS/OFCS
Gxx
Gx
Sd
BBERF
TDF
Gy/Gz
PCEF
eNodeB
S-GW
11
P-GW
Интернет
FEATURES
Defines service provision parameters and charging rules
• enable/disable services
• set QoS parameters
Defines charging rules based on various conditions
• subscriber profile parameters
• time of day
• subscriber’s location
• traffic usage, etc.
Makes it possible to change the properties of an internet or radio
channel provided to a subscriber dynamically during the session
Uses profile data, service data and other data from external
storages while running
The business logic is implemented in Lua scripts
12
TREC – TRAFFIC RECOGNITION AND STORAGE
Materials
Workshops
Updates
On the official page
https://www.billing.ru/solutions/resource/trec
13
2
TREC.ANALYSER ARCHITECTURE
Inbound
traffic
Filtering
Rules
TREC.ANALYSER
Filtered
traffic
14
IP flow statistics in
NetFlow9 / ASN.1 format
TREC.Analyser is a set of
standardized elements
Each standardized element
takes packets from the
inbound flow, classifies
them and enforces
predefined traffic
management rules
FEATURES
Traffic
analysis
• Recognizes more than 400 commonly used protocols using
Deep Packet Inspection (DPI) technology
• Detects application-layer protocols (L7 layer of the OSI model)
• Extracts metadata, including such protocol attributes as URLs,
e-mail senders and recipients
• Blocks application-layer protocols (SMTP, Bittorent, SIP, …)
Traffic
filtering
• Controls specified users
• Manages data transfer based on IP addresses, ports or URLs
• TREC.Analyser generates traffic records in NetFlow 9 and ASN.1 format
Statistics
collection
• Records include user-defined fields with information collected during
the analysis, including network protocol, metadata and user
authorization data
• Creates traffic dumps, both at the input and at the output
Traffic
recording
15
TREC.MDH ARCHITECTURE
Stores IP traffic statistics
captured from a data
network
Executes search queries
against available
statistics
ASN.1
Loads subscribers’ IP
traffic and sessions and
matches them to
statistics
16
SEARCH QUERIES
General search by
IP traffic statistics over a period
of time
HTTP URL substring
Source’s/target’s IP address,
including a mask-based one
Target’s port
Application-layer protocol
Quick search by
IP traffic statistics and IP
address
Subscriber data (if applicable)
Subscribers’ sessions (if
applicable)
17
User’s login
STATISTICS VISUALIZATION IN SELF-SERVICE TOOLS
Data presentation
TREC.MDH
Statistics
TREC.Analyser
Inbound traffic
18
Outbound traffic
MOBILE RETWIN
CUSTOMER RELATIONSHIP
EVOLUTION
19
MOBILE CUSTOMER SERVICE
WHEREVER AND WHENEVER YOU NEED IT
Serve customers in any
corner of the world
Quick and cheap to deploy
High penetration and
availability
20
CHALLENGES ADDRESSED
WHAT IT IS USED FOR
21
FAST SALE
FAST SERVICE
Kit sale and activation
Quick inquiries
(balance, spending, etc.)
Activation of options
and services
On-the-spot solutions to
fix simple problems
Payments
Escalation of complex
issues
CUSTOMER ACQUISITION
4 SIMPLE STEPS
1
A new SIM
activation kit –
just scan the
SIM card
barcode or
enter the
number
22
CUSTOMER ACQUISITION
4 SIMPLE STEPS
2
3
23
Enter customer
details
Select a rate
plan, services,
options
CUSTOMER ACQUISITION
4 SIMPLE STEPS
4
Get the customer’s signature
and send the contract to the
customer’s е-mail address
24
Sign a contract
MOBILE OFFICE
AIRPORT
CONTEXT
More than
12 million
passengers
per year
Context-driven
offers
Customer care
reps’ working
schedules are
aligned with the
flight timetable
25
MOBILE OFFICE
SHOPPING CENTERS AND MALLS
CONTEXT
Seasonal offers
Upsale
A high
concentration
of people who
can pay
26
MOBILE OFFICE
MASS EVENTS
CONTEXT
Selling new
activation kits
Serving guests
from other regions
Activating the
Sochi2014 option
27
CUSTOMER ADVISER
SMART MARKETING
AND BIG DATA ANALYTICS
28
WHAT’S WRONG WITH TRADITIONAL CAMPAIGN MANAGEMENT
Poor timing of
outbound messages:
• the subscriber may be
busy
• the subscriber may be far
from the place where he
or she may benefit from
a promotion that becomes
available
• offers are not tailored to
the current needs of the
subscriber
Better segmentation cannot solve
these problems because it relies
on historical data from the past
Inbound is also limited in its use because
it happens within limited periods of time,
when the consumer approaches the
operator
How to deal with these limitations and
make ads more relevant
for the subscriber?
Event-based marketing and BIG DATA
is the answer!
29
Event-Based Marketing
Sending
marketing offers
via outbound
channels
SMS/MMS
e-mail
Realtime
analytics
Creating
marketing
offers for
outbound
channels
FAX
Directmarketing
Self-service portal
Contact center
Outlets
Browsing
websites
Shopping
ATMs
Terminals
Social media
Making
a call
30
30
Making a
payment
Moving in
the space
Sending
marketing offers
via inbound
channels
Mobile apps
BIG DATA
cases
SMART ANALYTICS
1
Churn Prevention
Why is ARPU falling?
2
Cross-Sell
Why did a «breakthrough» rate
plan fall short of expectations?
3
Premium Buyers
4
Pay More
5
Look-Alike
6
Opinion Leaders
Why are subscribers leaving?
Gaining insights about subscribers
with machine learning techniques
opens up a wealth of new
opportunities for strengthening
subscriber loyalty and boosting
sales
31
CHURN PREVENTION
Identification of
churn risk among
subscribers
 Analyzing changes in service
consumption
 Analyzing changes in the
range of services being
consumed
 Analyzing churn geography
 Detecting SIM card changes
 Analyzing subscribers’ social
ties
Development
of personalized
retention plans
Evaluation of the
effectiveness of
the measures
implemented
 Analyzing problems
 Improving the quality
reported via contact
centers
 Analyzing service
disruptions
 Analyzing competitors’
moves
of the services
 Providing advice on how
to set up the device
 Competitive pricing
 Discounts and presents
 Analyzing survey data
 Analyzing the quality
of services
Our model analyzes 200+ parameters,
allowing for highly accurate predictions about when exactly
a subscriber is likely to come to a decision to leave the operator
and providing insights about what measures can be taken in order
to retain the subscriber effectively
32
ASSESSMENT OF CHURN PREVENTION EFFICIENCY
Subscriber
quantity
(B2C)
Average
ARPU, UAH
25,5 M
36
Assumptions
Average probability of churn
Precision
0,6
Recall
0,6
Churn prevention costs, UAH
5
Average number of marketing
activities a month
1
Average probability of return
0,10
Average period of churn
prevention campaign
Average probability of churn due
to receiving of non-targeted SMS
33
0,15
Revenue growth by using
case study, UAH/month
Revenue growth by
using case study, %
~ 30 M
~ 3,3 %
6
0,001
LOOK-ALIKE TARGETING
• It’s not that easy to
recognize your
customers in a crowd!
• Obviously, you can just
call everyone and ask if
they want your
product or not. But this
is time-consuming and
costly!
• However, there are other
methods!
• Having identified
subscribers who are
already using a product,
you can apply machine
learning techniques to
find their look-alikes and
target them with your
offers
34
34
OPINION LEADERS
35
35
TO DO LIST
to be continued…
36
36
MACHINE–TO-MACHINE
M2M ECOSYSTEM
DEVELOPMENT
37
OVERVIEW
М2M PLATFORM FEATURES
Customers who use M2M solutions
(transport, terminals, security, etc.)
Service and solution providers in a variety
of industries
Companies who need to collect data remotely
(meters, pressure control, remote management.)
Enables real-time control and monitoring
of M2M SIM cards
Ensures continued smooth operation of M2M devices
Improves infrastructure manageability
38
M2M SERVICE MANAGEMENT
M2M CONNECTIVITY
M2M SERVICE MANAGEMENT
The M2M platform enables real-time service
management, ensuring that any changes
made and confirmed by customers are
immediately communicated to the equipment
and applied
Customers can activate and deactivate Data
/ SMS / CSD / Voice services manually or
set up automatic schedules
Service management operations can be
performed for individual SIM cards or groups
of SIMs
39
THE LIST OF SERVICES CAN BE
CONFIGURED INDIVIDUALLY FOR EACH
M2M RATE PLAN
AN INTUITIVE INTERFACE WITH TIPS
RATE PLAN MANAGEMENT
TASK-SPECIFIC CONFIGURATION
The M2M platform allows customers to manage rate plans flexibly and assign them
either to individual SIM cards or groups of SIMs
The rates are predefined by the operator and can be extended later
A rate plan takes effect on a specified date, i.e. customers can schedule a rate plan
change to take effect, for example, at the beginning or in the middle of a month
Rate plans can be
changed any
number of times
over a period
40
LIMITS AND BLOCKS
CONTROL AND MANAGEMENT
ONLINE LIMITS
Total control over spending
Feeling sure that the equipment is running as
expected
Key to success and customer’s confidence
Threshold-based notifications
SIM cards can be blocked
A BLOCK IS A MECHANISM BY WHICH
A SIM CARD CAN BE DISABLED, AND
ACCESS TO THE OPERATOR’S
NETWORK CAN BE DENIED IN
THE FOLLOWING CASES:
41
ACTIVITY MONITORING
TESTING AND QUALITY
SIM CARD ACTIVITY MONITORING
Helps customers know for sure that their
M2M devices can be reached over existing
connections
Status
Test date
Type
Activ. date
Active
24.03.2014
13:21
On demand
24.03.2014
12:07
Active
24.03.2014
03:03
Scheduled
24.03.2014
02:03
Active
23.03.2014
03:07
Scheduled
23.03.2014
01:49
Active
22.03.2014
03:02
Scheduled
22.03.2014
02:57
Activity test results
42
THE M2M PLATFORM OFFERS TWO
ACTIVITY CHECK MECHANISMS:
On demand
Schedule-based
SECURITY AND FRAUD PREVENTION
MONITORING AND CONTROL
KINDS OF M2M FRAUD
Voice calls
Sizable data downloads and transfers
Use in non-M2M devices
BUSINESS CASE
An employee or a third party gets hold
of a SIM card and uses it in a non-M2M
device, such as smartphone, phone,
modem
WHAT CAN BE DONE
Block the SIM card (IMSI-IMEI check)
Instant notification
43
EVENTS AND NOTIFICATIONS
MONITORING
SIM card monitoring is implemented through a range
of reports and user notifications about SIM
card-related events.
Customers can see which types of events are recorded
(for example, rate plan changes, service activations,
etc.) and which notifications are provided.
Events can be added to the log without triggering
any notifications; it is also possible to set up
notifications letting customers know that there have
been no events over a given period.
Each type of events can be assigned its own type of
notifications. For example, it can be an immediate
notification or a summary notification that comes
once a month.
44
REPORTING AND FINANCE
EVERYTHING'S UNDER CONTROL
Reporting
SIM cards Devices SIM card statuses
Limits set Limits used
45
Financial information
SKILLBER
HUMAN CAPITAL
MANAGEMENT
46
47
WHAT SKILLBER CAN
Search for an employee by name,
All personal details at hand: holiday
skill or position
schedule, application forms, medical
insurance details and information about
Ask for an expert opinion, publish
benefits, allowances, etc.
information about available vacancies,
form a team for a project
Use the virtual currency to buy branded
souvenirs and improve brand recognition
outside the company
Give credit to employees for their
achievements, be thanked by other
Conduct company-wide or targeted
employees and build your social
surveys, get feedback
capital
BETTER
use of time and professional resources, internal processes
48
EMPLOYEE PROFILE
VALUE FOR A MANAGER:
full information about professional
skills and specializations of all
employees
VALUE FOR AN
EMPLOYEE: clear
understanding of what colleagues
are busy with and what they can,
easy access to contact details
VALUE FOR THE COMPANY:
self-updating employee
records
49
EMPLOYEE SEARCH
VALUE FOR A MANAGER:
a flexible employee search tool with
a variety of criteria, access to
information about an employee’s
expertise in an easy-to-evaluate
format
VALUE FOR AN
EMPLOYEE: easy access to
information about colleagues
VALUE FOR THE COMPANY:
Better communications
between employees
50
TASKS AND VACANCIES
VALUE FOR A MANAGER:
better use of resources and easier
recruitment
VALUE FOR AN EMPLOYEE:
easy to find experts who have the
relevant skills, easy access to
interesting tasks, professional
growth opportunities
VALUE FOR THE COMPANY:
a collaborative and supportive
atmosphere, stronger teams
of employees who share the
same approaches, ways of
thinking, opinions, etc.
51
TESTIMONIALS AND REWARDS
VALUE FOR THE
COMPANY:
Exchange of testimonials and rewards
motivates and makes employees
happier.
Feedback from colleagues reveals the
actual picture of collaboration.
The number and list of badges are
a good measure of an employee’s
level of engagement.
A vivid graphical representation of the
values is a good way of promoting
them.
A reward-based rating provides a true
view of the shared corporate values.
52
CORPORATE STORE
VALUE FOR THE
COMPANY:
stronger corporate loyalty,
better brand recognition
outside the company.
53
POLLS AND TESTS
VALUE FOR THE COMPANY:
high-quality feedback on important issues,
a detailed view of employees’ professional
skills and knowledge.
54
SKILLBER OPENS UP NEW OPPORTUNITIES
TOP MANAGEMENT
HR SPECIALIST
MANAGER
EMPLOYEE
company self-organization,
control automation,
personnel competence map,
better use of resources,
identification of key employees
easy to find experts and
build an efficient team,
resource map,
access to experts in related areas
insight into employee growth zones and development
plans,
non-financial motivation,
mentorship popularization,
less time and effort to adapt for new employees,
communication of corporate values.
easier to show what you can and know,
easier to build competencies,
access to information about colleagues’ competences,
feedback from managers and colleagues
DEVELOPING THE
COMPANY AND
BUILDING A STRONG
COMMITTED TEAM
55
Success Stories
SUMMARY
56
PCCM IN MEGAFON
HANDLES 100%
OF COMMERCIAL
TRAFFIC
ABOUT 200 NODES
IN 15 DATA
CENTERS
OVER 700
PETABYTES
PER YEAR (2014)
57
M2M SUCCESS STORY
WHAT CUSTOMERS THINK
«One of the advantages of a local platform is that the service is activated as
a value-added service; a client can activate it via the Corporate Portal, get
a password to access the web interface, activate SIM cards, etc. So, clients
can use their existing SIM cards without having to replace them.»
Danila Burmetiev, head of M2M product development at MegaLabs
Feedback from senior managers of two major customers – MegaFon and Kyivstar
«Today, for the first time in Ukraine, we are presenting M2M Management Center,
a unique platform that enables real-time M2M SIM management. This platform gives our
partners an opportunity to create innovative services that have not been available to
Ukrainian consumers before.»
Evgeniy Krazhan, Director for Corporate Customer Development at Kyivstar
59
SKILLBER EFFECT
ONE YEAR AFTER SKILLBER LAUNCH
59
(+14%) 89%
The company’s values match my personal values
(+13%) 79%
Our company values highly professional employees
and tries to retain them
(+9.2%) 85%
I recommend Peter-Service as a potential employer
to my friends and acquaintances
(+7.9%) 85%
I believe that the company has good long-term
prospects
(+7.3%) 93%
I always follow the company’s values in my
everyday work
(+6.9%) 91%
When I’m asked where I work, I feel proud to
name the company I work for
(- 4.7%) 6%
I’m thinking of leaving the company this year
STAY CONNECTED
Webinars, News and Events
https://www.billing.ru/event
Product info
https://www.billing.ru/solutions
Youtube
http://www.youtube.com/user/PeterServiceRu
60
Thank you for attention.
Good luck!
Sergey Sasov
+7 (921) 404-58-89
[email protected]
https://ru.linkedin.com/pub/sergey-sasov/50/525/424
Confidential
©PETER-SERVICE, 2015