Digital Strategy & Transformation Approach for Communications Service Providers

1. Digital Business Initiative for
Communications Service Providers
A Strategy & Transformational Approach
Shahid A. Abbasi
July 2017

2. Introduction
 Digital is no longer optional: pending actualization of the Internet of Things,
organizations must embrace the digital world if they are to survive and, preferably,
thrive.
 To boost efficiency and productivity, reduce transaction costs, and (above all)
transform service delivery, operators must seek to be digital by default.
 Irrespective of the "arena" an operator finds itself in, digitization enables
fundamentally different ways in which to think about clients, audiences, and partners
and, vitally, to engage them.
 Operators can no longer make the needs of clients, audiences, and partners fit
existing arrangements with outdated “one-size-fits-all” approaches. Instead, they
should characterize demand and build products and services around requirements.
 In the digital world, value-added springs from conceptualizing ecosystems and
business models that redefine and upgrade organizational performance to meet
demand. The key is to identify what value means to clients, audiences, and partners,
and to deliver it.

3. Major Changes in Technology Are Pushing Operators into Digitization
Focus Technology Processes Digital Services
Capabilities Programming, system management IT management, service management Digital business models
Engagement
Isolated, disengaged internally and
externally
Treat internal community as
customers, unengaged with external
community
Treat internal community as partners,
engage external community
Outputs and
Outcomes
Sporadic automation and innovation,
frequent issues
Services and solutions, efficiency and
effectiveness
Digital services and user experience
innovation
IT Craftsmanship IT Industrialization Digitization
Most of the world is here
ADAPT
ENGAGE
CREATE
IDEATE
OFFER
MONETIZE
Major Changes
 Commoditization
 Productization
 Consumerization
 Social/Mobile/
Cloud/Big Data
 IoT & Connected
Devices
 BI/AI/ML

4. Existing Issues in Service Development & Creation
 Lengthy service development & introduction cycles
 Limited service development community
 High OPEX and CAPEX in silo-based application approach
 Inefficient use of the network resources
 Unable to leverage existing investment
 Problematic (short-code/USOC based) billing
 Multiple short codes for the same application (subscription, inquiry etc.)
 Unclear technology evolution path

5. Existing Product Introduction Scenario
Messaging Audio Video Location Billing
APP 1 APP 2 APP 3 APP 4
Multiple Systems and Standards Make for a Product Integration and Management Nightmare !
Limitation # 1: Configure multiple software
applications separately, one service at a time!
Limitation # 2: Systems capability & capacity
lagging demand for new services
Limitation # 3: Network is disconnected from
business applications
Limitation # 4: Increasing costs, slow
deployment, reduced scalability
Limitation # 5: Incompatible systems across
multiple technologies and services

6. Step 1 to Digitization – Introduce a Service Delivery Platform
Reactive Engagement:
Point solutions imply high risk, high cost or being late to
market.
Messaging Audio Video Location Billing
APP 1 APP 2 APP 3 APP 4
Active Engagement:
SDP provides faster time-to-market, lower development costs
and lower OPEX.
Messaging Audio Video Location Billing
APP 1 APP 2 APP 3 APP 4
SDP
• One-time Integration
• Industry standards-based approach
• Community-based Service Creation
• Ease of Product Management
• Enhanced Revenues / ARPU
• Future-proof technology
Unified Customer Interface

7. Benefit - Reduction in OPEX-related Costs
APP 1 APP 3APP 2
Competitor Communications Service Provider
APP 1 APP 1APP 1
Operations Operations Operations
SDP
Operations
Messaging Audio Video Location Billing Messaging Audio Video Location Billing
Product development and product management-related OPEX costs would be lower as
the Service Provider will not have to manage multiple service-oriented systems and
interfaces

8. Benefit - Reduced Time To Market & Product Development
Cost
APP 1 APP 3APP 2APP 1
Competitor Communications Service Provider
SDP
Messaging Audio Video Location Billing Messaging Audio Video Location Billing
• One-time Integration
• Industry standards-based approach
• Community-based Service Creation
• Ease of Product Management
• Enhanced Revenues / ARPU
• Future-proof technology
Application service building blocks will allow the Service Provider to develop & introduce
a new service into the network much quicker & faster than the competition

9. Step 2 to Digitization – Engage the Customer
 Extend a Customer’s Lifetime Value by engaging the customer via Unified
Interface
 Protect Operator’s walled-garden model with new revenue, while improving
existing revenue streams, customer loyalty, customer retention &
satisfaction
 Position the value proposition to leverage Mobile Broadband opportunity
 Realize Opex reduction through process improvement, while giving
customers unprecedented engagement with their providers on mobile
phones, tablets and other connected devices

10. Introduce Digital Services & User Experience Innovation
Store-front & Point of Sale
Customer-service desk
1:N Advertising space
1:1 Marketing Channel
Nested VAS
Providing an enriched user experience, an Operator’s digital offering can intrinsically becomes part
of its customer's daily routine, enhancing revenue, providing stickiness & reducing churn
Communications
Service Provider

11. Key Features of a Digital Offering
Intelligent Multi-Service order rendering by making all Products & Services
available to Consumers
Advanced Mediation: Managing Transactions From Multiple Network Devices
and Community & Partner Web Portals
Increased Revenue: Through Intelligent Product Positioning, Premium SMS,
Premium Billing, Push Notifications, Marketing & Advertisements, Content
Rendering --- increasing revenue by up to 18% (Source: Analysys Mason, 2012)
Enriched Customer Experience: Customer engagement through a single interface --
payment methods & balances; balance transfers; E & M-Commerce; product
bundles, promotions & cross-product discounts; trouble reporting, multimedia
integration
Operational Efficiency: Migrating to the new System; Single Infrastructure, at
Scale --- reducing Call Center load by up to 20% (Source: Analysys Mason, 2012)

12. Examples of Existing & Possible Features
Possibilities included but not limited to:
Usage Statement
 Invoice /
Statement
Presentation
 Duplicate Invoice
 Bill Plus –
Phonebook-based
invoice
presentment
 Corporate Billing
 Loyalty Points
 3rd Party Ad
Insertion
Customer Profile
 Customer Profile
 PIN/PUK Details
 Tax Certificate
 SIM Change
Request
 Billing Address
 Service Address
 Universal sign-on
with Social Media
 Customer
Content
Preferences
 Multi-language
Support
Billing & Charging
 Billing & Credit Details
 Call History (20 Call
History)
 Transaction Details
 Payment (Card
Recharge)
 Buckets
 Spending Controls
 Manage A/R & A/P
 Bill On-behalf
Value Added Services
 Tariff Details
 VAS Details
 FnF Numbers
 Info Services
 Push Notifications
 Package Conversion
 Balance Transfer
 Premium SMS Services
 Nested VAS
 1:1 Marketing
 1:N Advertisement
 M-Commerce
 P2P Remittances
 Multimedia Content
 Reverse Bidding &
Auctions
 Social Media
Integration
 IoT & Connected
Devices
Performance
Reporting
 Network
Performance
 Service
Performance
 Staff Performance
 General Feedback
 Network QoS
 General Feedback
 Customer Analytics
& Reports

13. Revenue Enhancement: Branding, Offers & Promotions
Print & Electronic media’ Campaigns, Offers & Promotions are reinforced through push notifications and
are viewed & provisioned as easy-to-read “selectable” text, with no need to memorize complex USSD-
based short codes
 Targeted bundles and offers to up-sell & cross-sell
 Improved ROI on electronic & print media campaigns & promotions
 Subscribers can easily & securely opt-in / opt-out of service bundles
 Product & Tariff transparency leading to increased customer awareness, satisfaction & trust
My Portal
My Plan
Service Bundles
Promotions
P2P Remittance
Classifieds
Media Guide
My IoT Devices
4
*750#
Promotions
$50/10GB Offer
Unlimited Data
Roam Free
Friends & Family
$0.50/MB Offer
Subscribe
With $50/10 GB Offer, pay as you go
for your mobile data needs, any
application, any time of the day.
One-time subscription charge of
$5.00
Service
Provider
4
* Illustration Purpose Only

14. Process Improvement: Balance Top-up
Intuitive & simple to use interface makes it easy to replenish balances, without having to
memorize complex USSD-based short codes & strings
Taking the complexity out of simple tasks such as balance reload & transfer promotes frequency of use,
leading to process improvement as well as increased revenue & customer satisfaction
Balance Top-up String:
*123*scratch card pin#
Balance Load
Enter scratch card
number
Submit
Balance Loaded
Dear Customer, Payment of
$ 100.00 has been credited
against your account. Thank
you for being a valuable
customer.
Finish
* Illustration Purpose Only

15. Process Improvement: P2P Balance Transfer
Simple to use P2P Balance Transfer by subscribers & retailers / franchisees makes it easy to
share balances, without having to memorize complex USSD-based short codes & strings
Future retail / franchise capabilities to purchase airtime, and capture customer’ details & particulars for
new SIM activations
Balance Transfer String:
*100*<303-xxx-xxxx> *<amount>#
Bal Transfer
Your balance is $ 85.53
Enter transfer number
Enter transfer amount
Submit
Balance Transferred
Dear Customer, Balance of
$ 25.00 has been credited to
303-555-5555. Your TID is
303-xxx-xxxx Transaction
charge of $ 5.00 has been
debited from your account.
Your new balance is $ 55.53.
Thank you for being a
valuable customer.
Finish
* Illustration Purpose Only

16. Value Addition: Enhanced Invoice Generation
Enhanced, feature-rich invoice generation where a user’s contact book is mapped against MSISDNs to
present meaningful information to the user. Data analytics may be used for useful customer’ insights
Invoice
PrintE-mail
John Doe
1408xxxxxxx
Jane Smith
Resdstone
1212xxxxxxx
Office
1408xxxxxxx
Jane Smith
Kevin Smith
1212xxxxxxx
3G/4G
9.99
19.99
14.99
MSISDN is displayed if
contact is not in the
address book
Called Party’s name is
displayed if whenever
available from the
address book
* Illustration Purpose Only

17. New Revenue: Push Marketing & Advertisements
Service Providers are yet to exploit Push Marketing & Advertising via mobile devices
Service
Provider
Campaign
Creation &
Management
Portal
My Portal
My Plan
Service Bundles
Promotions
P2P Remittance
Classifieds
Media Guide
My IoT Devices
Classifieds
Post Ad
Search Classified
Specials
Manage My Ads
Location Offers
Specials
P&G
Pizza Hut
McDonalds
Shams
4
7
Pizza Hut
Find on
Map
Place
Order
Call
* Illustration Purpose Only

18. New Revenue: 1:N Advertisements / Classifieds
Service Providers are yet to exploit End-user Advertising via mobile devices, not only
generating new revenue but data traffic as well
 Opportunity to grab Ad market share from newspapers as well as eBay, Craig’s List, etc.
Review Ad
Like New
Toyota Prius 2014 S Selection
Cruise control, sports kit,
leather steering, Bluetooth,
etc. Demand $ 13,000. Call
Mike at 301-xxx-xxxx
Post AdSave Ad
Ad Posted
Your Ad will be active for 7
days. $5.00 + tax has been
deducted from your mobile
balance. Visit “Manage my
Ads” to edit. Renew your
Ad for another 7 days for
$2.50 + tax.
Finish
Sub
My Portal
My Plan
Service Bundles
Promotions
P2P Remittance
Classifieds
Media Guide
My IoT Devices
Classifieds
Post Ad
Search Classified
Specials
Manage My Ads
Location Offers Service
Provider
Post Ad
Category
Location
Demand ($)
Headline
Description
Denver
Auto
Review AdAdd Picture
* Illustration Purpose Only

19. New Revenue: 1:N Advertisements / Classifieds (Cont’d)
New Data, SMS & Airtime revenue from buyers & sellers
 Subscribers can search for various items & services and send a system generated / pre-formatted SMS to the Seller for a
call-back, place a call, start an interactive IP / SMS chat session or make an offer / bid ---- all directly from the App
 Sellers can remain anonymous (hide their number) and invite IP / SMS-based interest from serious buyers only
 Future functionality planned for integration with social media & Ad placement web portals (Facebook, eBay, etc.)
 Supported categories such as Want Ads, Real Estate, Handyman, Professional Services, etc.
Ad Detail
Used
Toyota Prius 2014 S Selection
fCruise control, sports kit,
leather steering, Bluetooth,
etc. Demand $ 13,000. Call
Mike at 301-xxx-xxxx
My Portal
My Plan
Service Bundles
Promotions
P2P Remittance
Classifieds
Media Guide
My IoT Devices
Classifieds
Post Ad
Search Classified
Specials
Manage My Ads
Search Ads
Location
Category
Make
Keyword(s)
Denver
Search
Auto
Toyota
Search Results
New
Used
Single Owner
Low Miles
Location Offers
Request
Callback
Call / SMS
Seller
Make
Offer
* Illustration Purpose Only

20. New Revenue: Reverse Bidding
Potential buyers can make offers / place bids for various items advertised in the Classifieds
section, generating premium SMS revenue
Ad Detail
Like New
Toyota Prius 2014 S Selection
Cruise control, sports kit,
leather steering, Bluetooth,
etc. Demand $ 13,000. Call
Mike at 301-xxx-xxxx
Request
Callback
Call /SMS
Seller
Make
Offer
Make Offer
Name
Contact Number
E-mail
Offer ($)
Submit
…
Offer Made
Your offer has been received
by the seller. $ 2.50 + tax has
been deducted from your
balance. You can revise or
withdraw your offer by
visiting “My Bids” under “My
Plan” section of your portal.
Finish
 Interactive Mobile Advertising can create a new marketplace for buyers & sellers to interact and transact
 The feature can be extended to small-to-mid sized retailers as “Name Your Price” for various products & services
Service
Provider
* Illustration Purpose Only

21. New Revenue: Counter Bidding
Sellers can review, accept, reject or place counter offers for various bids & offers received
against their advertised items, generating premium SMS revenue
…
Counter Offer Made
Your counter-offer has been
received by the buyer. $ 2.50
+tax has been deducted
from your balance. You can
revise or withdraw your
offer by visiting “My Bids”
under “My Plan” section of
your portal.
Finish
My Offers
$ 12,500.00
$ 11,750.00
$ 11,000.00
$ 10,000.00
Counter Offer
Name
Contact Number
E-mail
Counter Offer ($)
Submit
My Offers
Name:
John Doe
Contact Number:
0303-xxx-xxxx
E-mail:
xyz@gmail.com
Offer:
$ 12,500.00
Accept
Offer
Reject
Offer
Counter
Offer
 Future capability can be planned for Reverse Auctions, creating a local online bidding platform
Service
Provider
* Illustration Purpose Only

22. New Revenue: Subscriber Engagement
 TV / Electronic Media daily / weekly programming guide
 Viewer engagement with current affairs, reality & social awareness programs through push-
based questionnaire and opinion polls, enhancing revenue
 Premium SMS revenue through opinion polls posed in Current Affairs’ programs
 Additional services such as collection of opinion polls & surveys, e.g., Gallup, Aurora, etc.
 Stream on-demand live TV & events, or archived multimedia content on a pay-per-view basis
My Portal
My Plan
Service Bundles
Promotions
P2P Remittance
Classifieds
Media Guide
My IoT Devices
Media Guide
Fox News
CNN
ABC News
CNBC
CNN
Program Guide
Today’s Headline
CNN Sports
Politics Today
Quest for Bus …
Political Mann
Sunday
Today’s Poll
How do you view
economic conditions
today?
fill
Good Poor
fill
Comments
Submit
Quest for Business
Category: Business
Host: Richard Quest
Tonight at 7:03 PM
Repeat: Mon at 03:05 AM
Guest: Warren Buffet
Set Reminder
Today’s Poll
Replay Archive
Live TV
* Illustration Purpose Only

23. Basic Capabilities
High Level Deployment Model – Mobile Operator
• Cloud infrastructure
• Hosted solution
• Application download
• Integration with Service
Provider’s subsystems
(existing and planned)
• Integration with 3rd-party VAS
(for nested applications),
Social Media & IoT/Connected
Devices
Channel / Interaction Hub
Mobile App
(iOS & Android)
CORE
Static & Dynamic Assets,
Orchestration
API & Application Enabler
BSS & OSS Gateway
Network Abstraction Layer
O&M
Billing &
Charging
CRM
HTTPS
and SOAP
XML
TCP/IP
SMPP/MM7/
GGSN
SMSC MMSC WAP
Gateway/GGSN
WEB Application
for Monitoring and
Reporting
Mobile
Subscriber
Mobile
Network
Operator
3rd Party
Interfaces

24. Summary - Benefits of Digitization
 Reduce CAPEX by
 Leveraging existing investments
 Providing flexible migration opportunities for converging voice, data and video into single delivery
environment
 Easy Service Creation
 Shorter service development cycle by using a graphical service creation environment
 Reach thousands of service developers, locally and internationally
 Enable Marketing to counter competitor’ pricing/tariff immediately
 Take technical complexity out of product development & product management lifecycles
 Reuse network’ service components to bring unique services into the marketplace
 Partner Relationship Management
 Reduction in product development costs by leveraging a community-based product development &
introduction approach
 Automated business processes and life-cycles that link right information with relevant people
 Tracking of network or application failures
 Automated notification of service problems
 Reports with valuable data (traffic, success rates, hit rates, revenues)

25. Summary - Benefits of Digitization (Continued)
 Revenue Sharing
 Single interface enables better revenue calculations
 Revenue calculation reports per service/partner
 Reporting
 Rich set of administrative and marketing type of reports through web portal
 Rich output format types
 Ability to schedule and distribute reports
 Third party report access based on privileges
 Administration
 Single administration web portal
 Automated, simplified configuration via workflows for Content Management, Partner Management,
Subscriber Management & Service Management
 Automatic task assignment to administrators

26. Summary - Benefits of Digitization (Continued)
 Enhanced User Experience through
 Multi-modal services
 Flexible charging capabilities
– Able to charge after successful content delivery
– Flexible and per service charging policies are possible
– Content based charging is possible
 Increased personalization
 Increased service usability
 Single short code for all services is possible. A service request can be routed to applications based on
keywords which are easy to remember
 Unified User Interface
 Ability to work with thousands of application service providers
 Better control of traffic
 Better control of applications’ quality
 Eliminates cost of application integration & inter-working

27. Trademark Legal Notice
 All product names, logos, and brands mentioned in this presentation are
property of their respective owners. All company, product and service
names used in this presentation are for identification purposes only. Use of
these names, logos, and brands does not imply endorsement.
 All other trademarks cited herein are the property of their respective
owners.