This guide outlines a simple strategy to stimulate data roaming usage by enabling data roaming passes to be purchased on the device. - How an operator increased data roaming revenue by 35% thanks to service passes - How operators can stimulate spend by using the device as a purchasing channel - An effective way to provide transparency and cost control, crucial to activate dormant roamers - The top 5 requirements when considering a data roaming service pass solution

1. Turning Dormant Roamers
into Revenue:
The Role of Data Roaming Service Passes
and On-Device Purchasing

2. Turning Dormant Roamers into Revenue
Mobile Data Roaming:
Untapped Revenue Opportunity
With 570 million mobile roamers globally, mobile data
roaming represents a lucrative source of revenue for
operators. However, much of this revenue remains
untapped because most roamers choose to turn off mobile
data or substantially reduce usage (dormant roamers);
this is mainly due to fear of bill shock, as they do not feel
comfortable with today’s metered tariffs for roaming and
are not in control of charges they may incur – according
to research firm Juniper, almost 75% of these 570 million
roamers worldwide do not use data.
This guide outlines a simple strategy to stimulate data
roaming usage and improve the customer experience by
enabling data roaming service passes to be purchased on
the device. It discusses:
„„ The role of service passes in encouraging customers
to use data while abroad
„„ How operators can increase roaming revenue by
enabling purchasing anywhere and anytime, using the
device as a sales/purchasing channel via an app
„„ The most effective way to provide real-time visibility
and cost control, crucial to activate dormant roamers
„„ The Top 5 requirements when considering a data
roaming service pass solution
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75%

3. Turning Dormant Roamers into Revenue
Maximizing the Data Roaming Opportunity:
The Western Europe Example
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The Western Europe example is a testament to how
enabling visibility and control over cost can stimulate
customer spend.
Following the introduction of anti-bill shock roaming
controls (capped charges, spending limits and usage
notifications) through regulations, Western Europe roaming
revenue actually increased, accounting today for the largest
proportion (45%) of global roaming revenue with only
25% of global roamers. These controls have encouraged
concerned roamers to use their mobile services while
abroad, generating more revenues for operators. However
many roamers, still un-aware of reduced roaming charges
and anti-bill shock controls, continued to switch off their
phones or limit their usage while roaming.
To really maximize the data roaming opportunity and
access billions of potential revenue, operators need to:
„„ Provide roamers with real-time visibility and control
over data service usage and costs
„„ Better engage with roamers to upsell roaming data
packages
„„ Make purchasing of data roaming
packages very easy, anytime/anywhere

4. Turning Dormant Roamers into Revenue
The simplest, most effective strategy for mobile operators
to achieve their data roaming maximization goals is to offer
Service Passes (casual data access, e.g. 30MB data for
a day) that can be purchased via the customer’s device,
through an application that also provides real-time usage
dashboards. Such a solution also creates unprecedented
levels of customer satisfaction by:
Providing flexible, casual data access to meet various
roamers’ needs – for a limited period of time, volume of
data, number of events, or specific applications, or any
combination of these: e.g. 30MB for a day with or without
automatic renewal, unlimited access to Facebook only,
access to webmail five times only.
Enabling purchase of service passes directly on their
device, anytime, anywhere – operators further increase the
revenue potential they can get by making purchasing easy
and convenient for customers.
Enabling customers to view/control usage in real-time
through dashboards and alerts – providing the
transparency they crave, which has been a barrier to data
roaming usage.
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The Solution: Data Roaming Service Passes
with On-Device Purchasing and Control
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5. Turning Dormant Roamers into Revenue
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Results: More Roaming Revenue,
Cost Savings, Happy Customers
The benefits of introducing data roaming service passes that
can be purchased on the device are numerous, benefiting
both operators and susbcribers. It enables operators to:
Increase data revenues and roaming ARPU (35%
experienced by a leading EMEA operator) – by stimulating
roamers to use data as they feel more comfortable and
in control of their budget and usage, pushing offers, and
making purchasing convenient right on the device.
Save on customer service costs – by reducing billshock
complaints and enabling a number of self-care tasks
without the need for a customer service representative to
be involved, including on-device purchases and real-time
visibility over usage.
Make customers happy and build loyalty – by providing
a more compelling and customized experience, enabling
customers to purchase the data roaming package they need
when they need it, and providing them with full visibility and
control over their service through real-time dashboards and
notifications.
Create a competitive edge – by being able to rapidly
create and launch multiple, innovative data passes based
on various variables (e.g. time, volume, application etc).

6. Turning Dormant Roamers into Revenue
Data Roaming Service Pass:
Top 5 Solution Requirements
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When looking for a data roaming service pass solution,
the following top five capabilities are to be considered:
Adjunct, end-to-end solution that can be deployed
quickly - for faster time to market and lower risk: key
goals for operators includes minimizing the impact of
introducing a new solution on existing infrastructure,
reducing integration overhead, and minimizing time to
market.
These goals can be achieved with an end-to-end, flexible
service delivery solution that provides a rapid development
environment. The capabilities to deploy flexible data
charging plans, enable purchases on the device, manage
sessions in real-time, and trigger real-time notifications/
offers combined with a customer self-care app on the
device and interaction gateway allowing visibility over
service usage are key elements of such solution.
The solution should also offer a platform flexibility to
address the upcoming 2014 EU roaming regulation.
The solution should also offer a platform flexibility to address the upcoming 2014 EU
roaming regulation.
25MB/3DAYS

7. Turning Dormant Roamers into Revenue
Top 5 Solution Requirements
2
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Support for multiple interaction mechanisms, including
on-device app and interaction gateway - for convenient
purchase, control to subscribers and customer service
cost saving: Subscribers want to be able to have more
control over their services and budget. They also want to
view up-to-date usage of their services and to undertake
a number of tasks (e.g. upgrade, select another plan)
without having to involve a customer service representative.
Furthermore, subscribers want the freedom to purchase
services at their own convenience – without needing further
assistance from the operator’s customer service staff.
The capability to support multiple interaction mechanisms
to meet various customer expectations is essential to
maximize their satisfaction. A smartphone application for
purchasing and displaying real-time usage dashboards
combined with a secure interaction gateway between the
application and the Policy & Charging Control network
elements takes customer engagement to a whole new level,
enabling true real-time engagement and unprecedented
customer satisfaction.

8. Turning Dormant Roamers into Revenue
Page 8
Flexible charging capabilities and support for various
payment types – for rapid introduction of creative data
plans and more options for subscribers: the key to
monetizing roamers is to be able to develop transparent,
easy-to-understand data plans and provide subscribers
with payment options that are convenient for them and risk
free for the operator. The solution should enable operators
to develop session-based pricing models and rapidly
deploy various types of plans to meet customers’ needs
and turn them into revenue. Payment types supported
should include credit card, Paypal, and even the ability to
bill pre-paid mobile data sessions to post-paid accounts.
In the face of increasing competition, evolving and varied
customer demands, operators require a flexible solution –
where new tariffs can be configured and launched in weeks
rather than months - enabling them to quickly innovate and
unlock new opportunities.
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Top 5 Solution Requirements

9. Turning Dormant Roamers into Revenue
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Real-time notifications – to keep subscribers up to date
and timely upsell: Timely communication is central to
providing control and a satisfying experience. To ensure
subscribers are kept informed of the status of their account,
alerts play an important role; e.g. purchase confirmation,
usage alerts. Operators can also take this opportunity to
upsell and build loyalty; e.g. invitation to renew the plan, to
upgrade, promotions, loyalty rewards etc.
Dynamic Account/Session Management – for real-time
experience and control: key to enabling data
service access for a limited period of time, volume of data,
number of events, or for specific services, is the real-time
management of sessions and account balances. Once
the subscriber purchases a plan, it needs to be actively
monitored to ensure the related limits are enforced as the
service is consumed.
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5
Top 5 Solution Requirements

10. Turning Dormant Roamers into Revenue
Openet’s Data Roaming Service Pass
Openet’s Data Roaming Service Pass allows for significant
tariff flexibility as data entitlements can be based on any
combination of data quota, time, and application specific
access restrictions. Real-time balances, SMS/email
notifications and redirects can be easily triggered for all
subscribers (prepay and post pay). The solution also includes
a smartphone application for purchasing and displaying real-time
usage dashboards with a secure Interaction Gateway
between the application and the Policy & Charging Control
network elements.
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Since the introduction of mobile data services in 1998,
Openet has helped service providers capitalize on
opportunities and overcome challenges. With competitive
pressure accelerating, today’s service providers rely
on Openet software to evolve business models around
networking smartphones, M2M devices, and third party
services. Openet’s portfolio combines policy and charging
control with device and third party interaction to enable
innovative charging models, to control operating cost,
and to personalize services. More than 80 of the world’s
largest service providers in 28 countries use Openet’s high
performance software.
For more information,
please visit www.openet.com
Openet