CommsDay Summit 2014

1. RUCKUS WIRELESS PROPRIETARY
Strategies to Successfully
Deploy & Monetise Wi-Fi
Steve Chung
Principal Consultant
Carrier Wi-Fi, APAC
steve.chung@ruckuswireless.com

2. 2 RUCKUS WIRELESS INC. PROPRIETARY
Ruckus Wireless
2
Formed 2004, Sunnyvale, CA
Status Publicly held (NYSE: RKUS)
CEO Selina Lo
Innovation Carrier Class “Smart Wi-Fi”
R&D
Centers
Sunnyvale, China, Taiwan, India, Israel,
and Singapore
2013
Revenue
$263.1 million (22.6% year-over-year
growth)
4Q13
revenue
$73 million
Customers 33,000+
Partners 9,000+
Employees 900+ in 34 countries
Patents 60 granted
13
Q1
Q2
Q3
$44
$75
$120
$213
111009 12
Q1
Q2
Q3
Q4
Q4
$263

3. 3 RUCKUS WIRELESS INC. PROPRIETARY
Ruckus Portfolio
o Indoor access points
o Outdoor Access points
o Long Range bridges
o WLAN Controllers &
Gateways
o Smart Wi-Fi Services
Carrier Class Wireless
Infrastructure Products

4. 4 RUCKUS WIRELESS INC. PROPRIETARY
Challenges:
o Data growing 50-100% y-o-y with
heavy usage occurring indoors.
o New players continue to challenge
incumbent operators
Opportunities:
o Carrier Wi-Fi moves to heart of
carrier strategy
o Subscriber experience differentiation
& Churn reduction
State of the Global Carrier Market

5. 5 RUCKUS WIRELESS INC. PROPRIETARY
Own the
Venue Traffic2
WiFi
as-a-Service3
Grow the
Footprint1
Top 5 Carrier Wi-Fi Business Strategies
5 UX based Wi-Fi
4 W-Fi Roaming
Partnership
Slide title
70 pt
CAPITALS
Slide subtitle
3GPP Integrated Wi-
RAN Integration for:
• Network steering of users between access
networks depending on e.g. signal quality an
load
WIC
3GPP RAN
Wi-Fi RAN
Wi-Fi RAN
Integration

6. 6 RUCKUS WIRELESS INC. PROPRIETARY
Grow Footprint
WiFi-as-a-Service
Wi-Fi Roaming
Partnership
Own the Traffic
Grow the
Footprint1
UX Based Wi-Fi
Cable Wi-Fi TM
Smart Wi-Fi City
Store Wi-Fi
Payphone Wi-Fi
Monetisation Stategies:
• Increasing # of unique Wi-Fi user
• Increasing # of Mobile subscribers
• Direct revenues
• Correlating usage to ARPU & retention

7. 7 RUCKUS WIRELESS INC. PROPRIETARY
Grow Footprint
Own The Traffic
WiFi-as-a-Service
Wi-Fi Roaming
Partnership
Own the
Venue Traffic2
UX Based Wi-Fi
Monetisation Strategy
• Increasing # of venues acquired
• Hotspot 2.0 Roaming Revenue
• Portal based Targeted Advertising
• Wi-Fi Analytic Revenue
• Backhaul ARPU from venue

8. 8 RUCKUS WIRELESS INC. PROPRIETARY8
Location Based Services (LBS)
Time based
footfall
heat-map
Analytics
Real-time
mapping &
tracking
Outdoor GPS
Integration
Compelling loyalty programs
Targeted promotion
Revenue
Generation

9. 9 RUCKUS WIRELESS INC. PROPRIETARY
Grow Footprint
Own the Traffic
WiFi-as-a-Service
Wi-Fi Roaming
Partnership
WiFi-as-a-Service
3
o Cloud-based Wi-Fi Architecture
o Become a strategic supplier to the venue
o Provide additional services in the future
o Trojan Dog: Can be used as an entry
point for a 3G/4G small cell deployment
Monetisation Strategy:
• Venues pays a monthly fee to operator to deploy
and operate
• Operator monetises the network with location
based services (eg. Shopping Mall)
• Operator monetises the network using an ad
supported model
UX Based Wi-Fi

10. 10 RUCKUS WIRELESS INC. PROPRIETARY
Wi-Fi Roaming
Partnership
WiFi-as-a-Service
Grow Footprint
Own the Traffic
4 W-Fi Roaming
Partnership
Core Integration fo
• Authenticating subsc
• Policy decision and
• Charging, deep pack
• End to end QoS
• Session mobility bet
tion for:
ring of users between access
pending on e.g. signal quality and
es just another RAT to improve end
nce
PDN-
GW
WIC
Wi-Fi
GW
AAA HLR PCRF
3GPP RAN
Wi-Fi RAN 3GPP Core
Wi-Fi RAN
Integration
Wi-Fi Core
Integration
UX Based Wi-Fi

11. 11 RUCKUS WIRELESS INC. PROPRIETARY
Hotspot 2.0 Based Roaming Partners
Roaming
Hubs
Home Network
Roaming
Consortiums
Hotspot 2.0
Access Point
Visited Network
Monetisation Strategy:
• Increase in Usage = Retention and ARPU

12. 12 RUCKUS WIRELESS INC. PROPRIETARY
Monetisation Strategy:
• Ease of use drives traffic.
• Traffic drivers all other monetization metrics
• Leverage HotSpot 2.0
• Users vs probes
Grow Footprint
WiFi-as-a-Service
Own the Traffic
Wi-Fi Roaming
Partnership
UX Centered Wi-Fi
5 UX based Wi-Fi

13. 13 RUCKUS WIRELESS INC. PROPRIETARY
Strategy Summary
Critical Trivial
Easy
Difficult

14. 14 RUCKUS WIRELESS INC. PROPRIETARY
Thank You.