Promoting Roaming
Data and Messaging
Segment-Based Promotion for
Outbound & Inbound Roamers
Yoav Kantor
Director, Project Management, Americas
Starhome
HSC with GDA
Case Study 3 – Starhome Impact on Airtime
VHE Outbound
Vodafone, Hungary
Starhome proprietary and confidential
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Roaming Messaging – Agenda
 Current Status & Market Research
 New Trends
 GSM regulation
 HPMN roaming segmentation
 End user Preference
 VPMN unique content
 Operator Case Study Examples
 Summary
Starhome proprietary and confidential
3
Roaming Messaging – Current Market Status
 Operators limit use of
Welcome/Outbound SMS to:
 Customer greetings
 Home Short Code service
 Most operators still target all
roamers as a single segment
 Differentiate via language and
network only
 Limited use of creative
promotion/messages
 Operators do not perceive
messaging tools as revenue
generators
Consequently, endusers perceive WSMS
as of limited value
Starhome proprietary and confidential
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Starhome’s Market Research Survey
Objectives & Methodology (2005)
 Starhome conducted market research on
operator roaming promotion
 Operators’ current usage & attitudes
 Operators’ future plans
 Other planned promotional activities
 Scope
 Led by a leading professional market research firm
 60 operators worldwide
 Interviewed roaming and marketing managers
Starhome proprietary and confidential
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Survey Results – Future Plans
Allocation of roaming promotions & distribution
 Prepaid recharge
 GPRS roaming availability
 WiFi access
 Email downloads
6%
Portal
Access
6%
Other
5%
None
31%
Data
Service
7%
Optimal
Routing
 Callback services
 Useful info (emergency
nos., roaming info)
16%
Prepaid
Recharge
29%
Hot Spots
Starhome proprietary and confidential
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Agenda
 Current Status & Market Research Results
 New Trends
 GSM regulation
 HPMN roaming segmentation
 End user Preference
 VPMN unique content
 Operator Examples
 Summary
Starhome proprietary and confidential
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Roaming Messaging Developments
GSMA Regulations
 Focus on HPMN offering
 Coordination & approval of
HPMN
 HPMN controls messages
sent to its subscribers
End User
 Freedom to choose
 Looking for value
 Opt in \Opt out provisioning
HPMN Roaming
Segmentations
 End users take their profiles
abroad
 Shift from VHE to roaming
specific needs
 Packaging & delivery
VPMN Unique Content
 Trend towards delivery of
unique content & offering available only from VPMN
 Closer cooperation H\VPMN
Starhome proprietary and confidential
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New PRD BA.47 SMS Marketing
Principles Solution
The key management change
This PRD is:
SMS Marketing should only be sent
by the visited network
if an approval letter has been signed
by the home network.
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Copyright GSM Association
HPMN Roaming Segmentation
Data
Prepaid
Prepaid
Youth
Roaming
Youth
Roaming
Roaming
Roaming
Corporate
Parallel segmentation model
Data
Corporate
Roaming
Integrated roaming
segmentation model
From parallel segmentation to integrated roaming segmentation
Starhome proprietary and confidential
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The HPMN: Shift from VHE Promotion
To New Services & Information Promotion
Roaming customers should be better segmented
 Pre/Post-paid
 Youth
 Corporate/residential
 3G customers
Corporate Segment
Post-paid Segment
Use Cell4U to download
emails using GPRS
roaming. Special prices
are offered
Call 5555 free to save
money on calls abroad
with Vodafone Passport.
Stay on Vodafone for the
best rates and for VM
121. Enjoy your stay.
PP Segment
Switch to Vodafone
(settings menu) for the
best rates, 121, and to
TopUp via 2345 with
cards & local vouchers.
*#1345# free for balance.
Positioning & Segmentation allows Operators to match
end users to the services they
need most
Starhome proprietary and confidential
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The VPMN: GPRS & 3G Segment
– A Single Promotion Tool
Packaging and Delivery
Promote data services for inbound and
outbound GPRS/UMTS roamers
 Prevent spam

Single SMS for multiple applications
 WAP Push can be used for:

Hot-Spot availability based on location in
visited country

Access to dedicated portals for roamers
(e.g. Roaming Mate with all services via
single access)

Operator’s home portal
Welcome to Cell4U!
Just click on the link
below to view Hot Spot
locations in your area
http://wap.cell4u.com
Packaging & Delivery give end users friendly
user interface and service richness
Starhome proprietary and confidential
12
Agenda
 Current Status & Market Research Results
 New Trends
 Operator Examples
 Summary
Starhome proprietary and confidential
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VPMN Unique Content - Localization
VPMN Specific Promotion

Focus on unique VPMN and V-country offering as part of
Welcome SMS
 Targeted events - e.g., Sport Championships,
GSM Barcelona, Olympics, Cebit, etc.)
Welcome to O2! Obtain
useful & fun
content for the
football
championship &
relevant info about
Germany. Just
click the URL.
http://wap.rmo2.de/w?u=4R67d
Starhome proprietary and confidential
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O2 Germany –
VPMN World Cup Roaming Content
 World Cup Guide - Germany, 2006
 Game locations, results
 Player, team statistics
 Other sporting news
Starhome proprietary and confidential
15
MTC Kuwait – VPMN Roaming Content
 Example of religious-oriented tourist content &
applications in visited destination
 Religious content – prayer times, places of
worship
Starhome proprietary and confidential
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VPMN Specific Promotion Incentive
 No conflict between VPMN & HPMN messages
 Stickiness to visiting network
 Improves end user satisfaction and experience
 Increases revenues for both parties
Starhome proprietary and confidential
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Agenda
 Current Status & Market Research Results
 New Trends
 Operator Examples
 Summary
Starhome proprietary and confidential
18
Roaming Messaging Opportunity
 The Challenge
 Optimize roaming messaging tools
 Increase usage, indirect traffic & satisfaction
Optimize usage


Market segments, profiling,
packaging & targeted marketing
plans
Develop unique VPMN service
value
Increase usage

Convert non-users to users

Convince users to use VAS more
frequently

Motivate users to stay in each
session longer
Starhome proprietary and confidential
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Starhome’s Unique Offering
Roaming Data & Promotion Services
 Pioneers of the roaming messaging market
 The sole provider of VPMN & HPMN roaming
content & applications
 Global languages and coverage
 Managed service and stand-alone options
 First to introduce roaming messaging portal
(Roaming Mate®)
 Think Global - Act Local!
Starhome proprietary and confidential
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Starhome Snapshot

Pioneering and leading the
Roaming VAS Industry

Technology Leadership

 Steering of Roaming
 Roaming VHE & Call Completion
 Roaming Service Delivery
Platform, patents

Comprehensive roaming
portfolio – solution categories:
 Advanced Routing and
Numbering
Trusted vendor
 Roaming & Interworking
Enablers
 Unmatched track record
and customer satisfaction
 Roaming Data and Promotion

Global connectivity
 Global Service Operation
Centers

Proven Results
 Products, live services & ROI
Starhome proprietary and confidential
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Roaming Services Portfolio
Steering of Roaming



Intelligent Preferred Network
Intelligent Border Roaming (New)
Inbound Roaming Manager (New)
Steering of Roaming
Roaming VHE & Call Completion




Intelligent Call Assistant®
Home Short Code™ with Global Direct
Access
Roaming Callback (New)
Who Called for Roamers
Advanced Routing & Numbering







Optimal Voicemail Deposit
Optimal Routing
Local Roaming Number
One Number - Multi SIM (New)
Local Multi Number (New)
SMS Routing Control (New)
Roam in Control
Roaming VHE & Call Completion
Advanced Routing & Numbering
Roaming & Interworking Enablers
Roaming Data & Promotion
Roaming & Interworking Enablers






Global Roaming Coverage Service (New)
Intelligent Roaming Enabler
Intelligent SMS Filter (New)
Roaming Anti Fraud (New)
Roaming QoS Monitor (New)
Intelligent Roaming Database (New)
Roaming Data & Promotion





Roaming Mate
Proamotion SMS
Call4Action
Data Charge Advisor (New)
Mega Event Promoter (New)
IntelliGate RSDP
Company Overview
Starhome proprietary and confidential
22
Pioneering The Roaming Industry
IntelliGate
Starhome Backbone
Network
Mobile Operator
Premises
IntelliGate
Mobile Operator
Premises
Starhome Back Office
Customer Care
Provisioning
Routine Maintenance
Monitoring
Billing & Reporting
Global Services
Operations Center
Starhome proprietary and confidential
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Starhome Global Footprint
Access to 50% Worldwide Roaming Traffic
Albania, Vodafone Albania
Australia, Vodafone Australia
Austria, T-Mobile, Mobilkom
Bahrain, MTC-Vodafone Bahrain
Belgium, Proximus
Bulgaria, MobilTel
Burkina Fasa, Telmob
Canada, Rogers Wireless
China, China Mobile
Colombia, OLA
Croatia, VipNet
Cyprus, Cytamobile
Czechoslovakia, Oskar
Denmark, TDC Mobil
Estonia, Elisa Mobiilsideteenused AS
Fiji, Vodafone Fiji
Finland, Elisa
France, SFR, Bouygues Telecom
Germany, Vodafone Germany (D2), O2, E+
Greece, Vodafone Greece, TIM Hellas
Hong Kong, CSL,, Peoples
Hungary, Vodafone Hungary
Iceland, OG (VF)
India, IDEA
Indonesia, Telkomsel, Excelcomindo
Israel, Orange, Cellcom
Italy, Vodafone Italy
Japan, Vodafone KK
Kenya, Safaricom
Kuwait, MTC-Vodafone
Liberia, Cellcom
Liechtenstein, Mobilkom (FL)
Lithuania, Bite
Luxemburg, LUXGSM
Macedonia, Mobimak
Maldives, DhiMobile
Malta, Vodafone Malta
Mexico, Telcel
Netherlands, VF Netherlands, Telfort, KPN
New Zealand, Vodafone New Zealand
Poland, PTC
Portugal, Vodafone Portugal
Romania, Connex
Russia, MTS, Beeline
Serbia, Telekom Srbija
Singapore, MobileOne
Slovenia, Si.mobil
South Africa, Vodacom
Spain, Vodafone Spain
Sweden, Vodafone Sweden
Switzerland, Swisscom, Sunrise
Turkey, Avea
United Kingdom, Vodafone UK, O2
Vietnam, Hutchison
Starhome proprietary and confidential
24
HSC with GDA
Case Study 3 – Starhome Impact on Airtime
VHE Outbound
Vodafone, Hungary
Starhome proprietary and confidential
25
25
Thank You
Thank You
[email protected]
Starhome proprietary and confidential
26
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Title of Presentation - CANTO | Caribbean Focus, Global