Openwave Mobility’s Promotion and Pricing Innovation (PPI) solution is offered in a number of application packaged formats for immediate deployment.
PPI Applications enable carriers to deploy new custom price plans and targeted promotions. They are based on proven consumer spending trends. For example the trend towards micro one-off purchases a song on iTunes, Google Play, or per app and in-app purchases, where the consumer buys only what they want when they want. PPI Applications apply this approach to mobile data charging.
All PPI Applications offer promotion and pricing models that:
- Are simple to understand
- Are relevant to the target consumer
- Always provide the consumer with a choice
PPI Applications enable carriers to explore new possibilities in the area of Policy Control and Charging (PCC) and tap into new sources of mobile data revenue while simultaneously enhancing the end user experience. All PPI Applications employ a consumer self-care mechanism enabling users to manage their own spend, respond to offers and reduce the load on the carrier's call center.
Video content continues to be the greatest contributor to the growth in mobile data usage. Openwave Mobility’s Congestion Control solution allows this growth to be managed, but this package enables it to be monetized.
The problem of simply applying MB or GB based caps to plans that the end user cannot relate how many MB/s a particular video is consumes and this approach does not encourage either usage or mobile data revenues. PPI separates out video as a premium service and allows it to be billed in more more easily understood terms like:
- Buy 5 hours and use any time within next 30 days for $9.99
- Buy 30 days unlimited access for $29.99
Mi-Video Pass enables the carrier to seamlessly roll out video as a premium service offering to target consumers. The consumer is notified in real time if they attempt to play video but are unauthorized to do so and are offered a number of (carrier defined) video plan options which they can purchase in line. The user can subsequently manage their video plan through a service selfcare function.
We have all come across the “bill-shock” stories in the press. Unfortunately this has led to a general “fear” of using data whilst abroad and most consumers simply switch off data services when roaming.
PPI Mi-Roaming Pass enables the carrier to seamlessly roll out data roaming as a premium service to a target set of roaming consumers. Upon real-time detection the roaming consumer is immediately offered a number of simple service oriented roaming plan options. For example:
- Roaming web only pass for 24 hours or a pass which allows web and video use only
- Or opt in to optimization services - compresses all content to ensure the smallest consumption of data
Many devices today allow tethering or the setting up of a local Wi-Fi hotspot. For some carriers this can prove to be a problem as the target device is consuming much more data than what was originally envisaged and can lead to significant erosion of profit margins.
PPI allows the carrier to consider tethering as being a premium service especially for some of the lower cost data plans. With PPI the carrier can detect tethering and immediately offer the user the ability to purchase a temporary or recurring tethering plan as an add-on to their existing plan. For example a tethering pass can be offered as a Day Pass or Month Pass, or can be added to the consumer’s existing plan for a fixed monthly fee.
There are many “non-data” users who want to use data services occasionally on an as-needs basis, others who use data services in a specific way: to access Facebook or email. Lastly, there are those who do not use data services at all and need to be encouraged to do so.
Openwave Mobility’s Mi-Day Pass Application enables the carrier to offer these casual data users a choice of easy to understand casual plans aligned with their online activity. For example a user might choose to buy a 1 hour or 24 hour pass for general access or a week pass if they need access for longer. A user who only accesses their favorite social network sites might choose a cheaper casual pass option which is limited to those sites.
The key is there is no upfront long term initial commitment. Equally the carrier now can on-board a new set of data users who previously were not actively using their device for mobile data services.
Casual plans offered through PPI might be:
- 10 Hours – use any time within 30 days
- Content specific - social networking plans
PPI Shock Absorber
The lack of real time and frequent engagement with the end consumer is proving to be a challenge for carriers. If a consumer is not proactively and explicitly made aware of their data usage and any limitations that may apply in real time then this will invariably lead to bill-shock on receipt of their next monthly bill, irate customer care calls, ultimately churn and “carrier shock”.
Openwave Mobility’s PPI Shock Absorber Application enables the carrier to avoid such scenarios by keeping the end consumer informed in real time of all events in relation to their data spend. Examples of such events are:
- A consumer without a data plan will not be allowed to use data services
- If the consumer’s data plan is restricted from accessing certain content, they can be informed in real time when they attempt to access it and presented with opt in choices
- A roaming user is immediately made aware of related data charged and asked to opt in to a roaming plan
- A consumer whose data allowance is capped is explicitly notified on reaching a low watermark level, for example when 90% of their allowance has been consumed.