The document discusses strategies for mobile operators to increase data roaming revenues. It recommends activating dormant roaming subscribers through cost controls and real-time visibility. Case studies show how data roaming service passes that provide flexible data access increased revenues at multiple operators. Maximizing revenues involves engaging subscribers on their devices to purchase passes and view usage. The document addresses the upcoming 2014 EU roaming regulation requiring separate roaming contracts.

1. The Future of Roaming
Mike Hibberd,
Editorial Director,
Telecoms.com
Corine Suscens
Senior Marketing Manager,
Openet

8. The Future of Roaming
Mike Hibberd,
Editorial Director,
Telecoms.com
Corine Suscens
Senior Marketing Manager,
Openet

9. Top Strategies to Increase Data Roaming
Revenues
11th April 2013
Corine Suscens, Senior Marketing Manager

10. 2
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• Activating Dormant Roamers and the role of Data Service Passes
• Operator Case Studies
• Maximizing the Data Roaming Revenue Potential
• Addressing the Upcoming 2014 EU Data Roaming Regulation
Agenda:
Top Strategies to Increase Data Roaming Revenues

11. 3
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Mobile Data Roaming:
Untapped Revenue Opportunity
Source: Juniper Research, Mobile
Roaming Report, October 2012

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• Cost control / Real-time visibility
• Simple, clear and reasonable pricing
• Real-time alerts, dashboards,
spending limits
• Offer peace of mind
• Stimulates trust and spend
Activating Dormant Roamers
Informa Industry Survey 2013 | 1931 respondents, 600 operators:
How successful do you believe the following strategy could be in
encouraging subscribers to use data roaming services?
(ranked 1-5, 1 being unsuccessful, 5 very successful)

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• Western Europe: Anti-bill shock roaming controls
• Capped charges, spending limits, usage alerts
> Revenue increase
• 45% global roaming revenue (2012)
• Only 25% global roamers
• Many dormant roamers unaware of cost
reductions and controls
• Keep switching off data
• Importance of timely engagement/interaction
Roaming Cost Control and Real-time Visibility:
The Western Europe Example
Sources:
Juniper Research, Mobile Roaming Report, October 2012
European Commission, Special Eurobarometer 356, Roaming in 2010, Publication February 2011

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Real-time Visibility and Interaction:
An Opportunity to Upsell Direct to the Device
• Combined real-time alerts with
relevant offers
• Timely, context-aware offers
• E.g triggered at airport, when
subscriber appears not to be an
airport worker (based on
frequency)
• E.g. Subscriber to music
streaming service switches off
roaming data – triggers offer:
1 day 50MB data roaming
service pass, with free access to
music streaming for €3

15. 7
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• Flexible, casual access to data services
• Can combine data quota, time, and access
to specific applications
• Examples
• 30 MB for 1 day, 100 MB for 1 week
• With or without automatic renewal
• Unlimited access to Google Map for a week
• Total cost control, clarity, simplicity
The Role of Data Service Passes
Informa Industry Survey 2013
1931 respondents, 600 operators:
How successful do you believe the following
strategy could be in encouraging subscribers to
use data roaming services? (ranked 1-5, 1 being
unsuccessful, 5 very successful)

16. 8
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EMEA Operator Challenges
• Customer bill shock & fear of it
• Multiple SIMs/devices and
contracts for different countries
• Very competitive marketplace
• High number of frequent
travellers
Business Implications
• Poor roaming experience and
lack of loyalty
• Missed revenue opportunity
The Role of Data Service Passes – Case Study
Increasing Data Roaming Revenues 1/2
Results
•35% increase in data
roaming revenue
• More loyalty: bill shock
prevention, innovation, choice
• Reducing customer service
costs
• Competitive differentiation
Data
Roaming
Service
Passes

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Data Roaming Service Pass
Control and visibility to
customers
• Add-on to base contract
• Large distribution (scratch cards, online, SMS)
• Pre-purchased and pre-activated
• To be activated upon landing in foreign zone
• On landing, SMS advising to set data limits (via
SMS) or buy a package
• SMS alerts at 90% & 100% of consumption
• Usage can be checked anytime via SMS, USSD
The Role of Data Service Passes – Case Study
Increasing Data Roaming Revenues 2/2
Flexibility and choice to
customers
• After package ends, subscriber can buy a new
package or set a limit on existing contract
• Roaming package can be extended X times
(configurable) to accommodate change of plans

18. 10
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• Data day pass offered to existing customers who don’t have a data plan
• Increased data revenue and ARPU, cost reduction, customer satisfaction
The Role of Data Service Passes - Case Study
Upselling Data - Rogers Communication
Source: Billing World
http://www.billingworld.com/articles/2012/07/rogers-day-pass-pays-off-for-company-and-consumer.aspx
98%
Reduction in billing credit &
adjustments
120,000
Reduction in customer care
calls (per year)
15%
Data pass users signed up
to post-paid data plan
(within a couple of months)

19. 11
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• Roaming data passes
• Pre-purchase or purchase
while roaming (via text
message or an app)
• Automatic activation upon
using data services while
roaming
• Real-time usage alerts
• Pre-purchased passes expire
after 30 days if still not
activated
The Role of Data Service Passes – Case Study
Roaming Data - Rogers Communications

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• Online purchasing and self provisioning
of data service passes - plans active for
30 days or until depleted
• Alerts + customers can view up to date
usage on self-care portal (on their device)
• Payment via post-pay bill or credit/debit
card for non AT&T subscribers
• Extends market reach and revenue
The Role of Data Service Passes – Case Study
Selling Data / Data Roaming to Non Subscribers - AT&T

21. 13
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Maximizing the Data Roaming Revenue Potential:
On-Device Sales/Purchase and Interaction
Informa Industry Survey 2013 | 1931 respondents, 600 operators

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• Opportunity for operators
• On-device engagement to upsell and make
purchase easy
• Cost savings: e.g. customer service /sales
• Unprecedented satisfaction for customers
• Convenience: purchase and service delivery
anytime, anywhere
• On-device, real-time usage visibility:
dashboards, alerts
On-Device Sales/Purchase and Interaction

23. 15
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• Provide cost control and real-time
visibility to roamers
• Better engage with roamers to
upsell packages
• Make purchasing easy anytime,
anywhere
• Simplest, most effective strategy:
• Data roaming service passes (e.g.
30MB for a day)
• With on-device purchasing and
interaction
• And real-time usage dashboards
and alerts
= The ultimate data roaming
experience (8s video)
Summary: Maximizing Data Roaming Revenues…

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• The 2014 EU Regulation: Creating a roaming marketplace
• From 1st July 2014, customers will be allowed to sign up for an alternative mobile
roaming offer, separate from their contract for national mobile services, whilst
using the same phone number
• Outlined strategy to secure roaming revenues from existing customers
• Upsell data roaming service passes preferably before they leave
• Send context-aware offers: E.g. at airport
• Enable on-device purchase and real-time usage visibility
• Making money from visitors
• Requires platform flexibility to sell data roaming service
passes to non subscribers visiting (e.g. AT&T model)
… and Addressing the Upcoming 2014 EU
Regulation

25. 17
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Thank you
Corine Suscens, Senior Marketing Manager
corine.suscens@openet.com
www.openet.com/data-roaming