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Wi-Fi Monetization

Guide
Create new opportunities for differentiation
and revenue from innovative Wi-Fi services

Table of Contents
Monetizing Wi-FiThe Landscape..................................................................................................................3
Market-ready Use Cases..................................................................................................................................4

Use Case 1: Transparent Offload to Wi-Fi.................................................................................................5

Use Case 2: Premium Wi-Fi Services........................................................................................................7

Use Case 3: Shared Wi-Fi Wallet...............................................................................................................9

Use Case 4: Bring Your Own Device.......................................................................................................11

Use Case 5: Premium Access to Cloud/Network Content.......................................................................13

Use Case 6: Casual Wi-Fi User...............................................................................................................15

Next Generation and Advanced Monetization................................................................................................17


Return on Investment Models for Wi-Fi..........................................................................................................19

Wi-Fi Plans and Offers.............................................................................................................................19

ROI Summary..........................................................................................................................................21

About the Amdocs Wi-Fi Experience Solution................................................................................................22


Flexible Configuration for Rapid Service Delivery..........................................................................................23

Monetizing Wi-FiThe Landscape


As the mass adoption of Wi-Fi-enabled mobile devices converges with the
acceptance of Wi-Fi as a global wireless standard, the business model is
shiftingfrom a means to offload congestion and reduce churn to a tool
for service differentiation. With more than half of Internet traffic estimated
to come from Wi-Fi by 2016 (Cisco VNI) and the land grab for Wi-Fi
hotspots already well underway, service providers are quickly moving from
the question of whether to develop Wi-Fi monetization strategies to when
and how to gain market advantage.

In the move towards advanced monetization models, Wi-Fi has the potential
to become a platform for service differentiation, customer acquisition and
value-added partnerships with venue owners, enterprises, advertisers,
over-the-top (OTT) content providers and other emerging players.

EVOLUTION OF WI-FI MONETIZATION

Today, consumer use of Wi-Fi is being driven by the demand for mobile
Internet access and the desire for lower roaming costs. In Europe and
the U.S., the percentage of smartphone data carried over Wi-Fi is already
over 50% (Analysys Mason). Most service providers view the business
model for Wi-Fi to be revenue-neutrala way to manage delivery costs by
taking advantage of the unlicensed spectrum, reduce traffic on congested
3G and 4G networks, and provide a good user experience for customer
satisfaction and retention. To go beyond basic Wi-Fi and the expectation
of free access, service providers will have to define a new class of Wi-Fi
services that provide a seamless user experience, carrier-grade reliability,
security and Quality of Service (QoS).
Building the infrastructure for Wi-Fi monetization will require service
providers to address evolving standards for network discovery and
selection, enable transparent authorization and authentication, and support
seamless interworking between Wi-Fi and cellular networks.

NEXT-GEN WI-FI
QoS

OFFLOAD
COST
REDUCTION
UNLICENSED HOTSPOTS
FOR MOBILE OFFLOAD

PREMIUM WI-FI
COMMUNITY WI-FI
ROAMING
WHOLESALE
BRANDED WI-FI

ENTERPRISE WI-FI
INTERNATIONAL
ROAMING
VOICE
VIDEO

ADVANCED
MONETIZATION
LOCATION-BASED
NOTIFICATIONS
ADVERTISING
ANALYTICS
OTT REVENUE SHARING

Market-ready Use Cases


To fully capitalize on the opportunity for Wi-Fi monetization, service
providers are looking for carrier-grade technology platforms that can
integrate with their current infrastructure, enable rapid service delivery and
provide a scalable foundation for service differentiation.
The requirements for rapid Wi-Fi monetization include:
Carrier-grade Wi-Fi control
Common data subscription management for cellular and Wi-Fi

Bring Your Own Deviceself-provisioning to add-a-device to mobile accounts


Premium Access to Cloud/Network Contentacross Wi-Fi hotspots
Casual Wi-Fi Usercredit card/voucher with flexible time and volume entitlement

PRE-INTEGRATED USE CASES FOR WI-FI MONETIZATION

Dynamic, policy-driven metering (time, volume, QoS)

TRANSPARENT 3G/4G
OFFLOAD TO WI-FI

PREMIUM WI-FI SERVICES


AND ROAMING

RAN/access agnostic approach for interoperability (Wi-Fi access infrastructure,


mobile packet core)

SHARED WI-FI WALLET

BRING YOUR OWN DEVICE

Transparent access with seamless offload to Wi-Fi from 3G and 4G networks

PREMIUM ACCESS TO CLOUD/


NETWORK CONTENT

CASUAL WI-FI USER


(NOMADIC, AD-HOC)

Easy and secure authentication with automatic connection capabilities


AMDOCS WI-FI EXPERIENCE SOLUTION

Amdocs Wi-Fi Experience Solution


In this Wi-Fi monetization guide, well explore six pre-integrated use cases
in the Amdocs Wi-Fi Experience Solution. Carrier-grade, market-ready
and fully customizable, these use cases incorporate unique policy control
and authentication capabilities for easy subscriber on-boarding, service
innovation, and a portal framework for rapid service monetization.
The six use cases described in this guide are:
Transparent Offloadleveraging seamless authentication against subscriber
databases
Premium Wi-Fi Servicessuch as time/volume quotas, speed and QoS control
Shared Wi-Fi Walletwith common quota management across 3G, 4G and Wi-Fi

PORTAL INTEGRATION FRAMEWORK


SUBSCRIBER DATA MANAGEMENT
SERVICE CONTROL
(AUTHENTICATION)

SEAMLESS OFFLOAD
METERING

POLICY CONTROL
(METERING)

SMART OFFLOAD

ON-BOARDING

AUTHENTICATION

SUBSCRIBER MANAGEMENT

PORTAL WEB INTEGRATION

USE CASE 1: TRANSPARENT OFFLOAD TO WI-FI

Traditionally viewed as a way to reduce Radio Access Network (RAN)


congestion and manage costs, transparent offload can become the basis
for monetization by increasing subscriber loyalty and delivering a highquality mobile experience. By creating packages with transparent offload
to Wi-Fi, service providers can:

Wi-Fi Offload Successful

Thanks for using


our Wi-Fi hotspot!

Give subscribers the best experience on the best available network


Provide seamless authentication across 3G, 4G and Wi-Fi

You will receive a credit of


1MB towards your monthly
data plan.

Improve performance in mobile networks by diverting traffic onto the Wi-Fi


infrastructure

Continue

Promote credit programs, premium tier services and add-ons

The Customer Experience: Transparent Offload Scenario


Its 5 p.m. and Lara is on her way to a meeting with a potential new supplier
for her online business. She decides to check on the latest sales numbers
for the month and uses her smartphone to connect to the company CRM
system and download the statistics. Traffic on the 3G network is congested.
Her smartphone detects an available Wi-Fi hotspot from her service
provider, Nxt Communications, and redirects the data session to Wi-Fi.
Using EAP-SIM authentication, Laras phone automatically connects to the
Wi-Fi network, where she is transparently authenticated without needing
to log in manually. Lara securely accesses her cloud CRM and downloads
the data she needs for the meeting. She also takes a few minutes to review
the latest marketing video posted on her website to make sure its the right
one to show the supplier. After exiting the session, she receives a notice
that she will get a data credit of 1MB for using Wi-Fi during a peak period.

Sample Monetization Models


CHURN REDUCTION

REVENUE
OPPORTUNITIES

PROMOTIONAL
OFFERS

Provide a better data


experience, even during
peak periods

Unmetered Wi-Fi usage


with service provider
hotspots as part of
premium data plan

Time-limited upgrades
to premium Wi-Fi for
higher QoS

Offer loyalty credits


towards the data plan
for Wi-Fi usage

Shared Wallet plans for


Wi-Fi offload and access
on non-SIM devices with
unmetered usage

Content-based offers
such as speed boost of
HD streaming video

Transparent Offload: How It Works

SUBSCRIBER
DATA BROKER

HOME LOCATION
REGISTER

Implementing
Transparent Offload

4
AMDOCS SERVICE
CONTROLLER

AMDOCS POLICY
CONTROLLER

2
1
6

NOTIFICATION
SYSTEM

5
3G NETWORK

ACCESS
POINT

Enable seamless and automatic connection


to the Wi-Fi networkbased on SIM card or
certificate credentials

WI-FI
GATEWAY

INTERNET

1 Laras smartphone is connected on the 3G network and it detects a Nxt Wi-Fi hotspot.
2 Wi-Fi Gateway sends the authentication request to the Amdocs Service Controller (AAA).
3 Authentication MAC addresses are retrieved from the HLR and cached for fast re-authentication.
4 WLAN profile is retrieved from the Subscriber Data Broker to assign QoS.
5 Amdocs Service Controller authenticates Lara against her entitlements from the HLR.
6 Laras smartphone connects transparently to Wi-Fi with no login.
7 Amdocs Policy Controller sends a notification for data credit.

Provide secure authenticationusing full


SIM security and interfacing with existing
subscriber databases
Give subscribers access from any EAP-SIM capable
devices, including smartphones and tablets
Increase ARPU and subscriber loyaltywith policyenabled service redirection and real-time notifications
for special offers and usage credits over SMS, email or
via inline notifications
Limit CAPEX on network expansionmanage
infrastructure investments and reduce congestion in
mobile networks

USE CASE 2: PREMIUM WI-FI SERVICES

Service providers can go beyond basic Wi-Fi to deliver premium Wi-Fi


services based on QoS, volume, time, location and content.

Sample Monetization Models

CHURN REDUCTION

With flexible speed, QoS, quota and billing options, Wi-Fi services can
encompass unlimited Wi-Fi in home networks, seamless access to partner
Wi-Fi with metered usage, speed boost and other on-demand upsell
options to higher data quotas and performance. Premium Wi-Fi can deliver:

REVENUE
OPPORTUNITIES

PROMOTIONAL
OFFERS

Cost savings for


Wi-Fi usage

Premium tier with multiple


devices and no-charge
quotas for Wi-Fi

Upsell options, such as


time-limited speed boost

Superior experience for sophisticated users

Flexibility to add new


devices to the plan

VIP tier with higher data


quotas and premium
Wi-Fispeed

30-day trial upgrades to


higher tier packages

Notifications and options


for upgrade services

Access to partner Wi-Fi


hotspots with metering

Value added service


offersunlimited music
subscription over Wi-Fi on
specific devices, unlimited
network gaming pack,
premium YouTube pack,
premium Happy Hour pack

Transparency with real-time metering and notifications


Service add-on options to improve QoS while roaming

The Customer Experience: Premium Wi-Fi Scenario


Sarah has a Premium data plan with Nxt that gives her up to 5GB/month,
including roaming. As part of her Premium plan, she has a Wi-Fi add-on
for two devices. When Sarah is in the Nxt hotspot coverage area, she has
unlimited access to Wi-Fi and her usage is not metered.
Sarahs plan includes access to Wi-Fi while roaming, which is counted
towards her monthly quota. While traveling to another city on business,
she gets immediate access to her service providers partner Wi-Fi network
on her 3G-enabled tablet. She receives a notice about her fair usage limit
and is alerted to a promotion for a trial upgrade to the VIP package with
premium Wi-Fi speed and 15GB of data for $15. Sarah decides to purchase
the upgrade and take advantage of the higher data quotaand enjoys a
great experience watching HD streaming video on her tablet.

Premium Wi-Fi Services: How It Works


BSS

7
HOME LOCATION
REGISTER

SUBSCRIBER
DATA BROKER

AMDOCS SERVICE
CONTROLLER

1
8

ACCESS
POINT

AMDOCS POLICY
CONTROLLER

NOTIFICATION
SYSTEM

Implementing Premium
Wi-Fi Services

INTERNET

Provide secure, automatic authentication on


registered devices

WI-FI
GATEWAY

2 Wi-Fi Gateway sends authentication request to the Amdocs Service Controller (AAA).

Create a better user experience with premium QoS


and speed options

3 Amdocs Service Controller authenticates her tablet on the network based on plan entitlements
defined in the HLR and sends acknowledgement to Wi-Fi Gateway.

Build in carrier-grade performancewith policy


control for QoS, metering and quota management

4 Wi-Fi Gateway allows Sarah to access the Internet and sends regular RADIUS accounting messages
to Amdocs Service Controller.

Design post-paid service tiers with Wi-Fi roaming


and premium services on partner Wi-Fi hotspots

1 Sarah connects her tablet to the Wi-Fi Network.

5 Amdocs Service Controller proxies accounting messages to Amdocs Policy Controller.


6 Amdocs Policy Controller meters data usage and triggers a notification to let Sarah know when the fair
usage limit is reached.
7 Sarah signs up for the VIP Wi-Fi add-on and BSS populates the Subscriber Data Broker with
the updated plan entitlements.
8 She accesses the Wi-Fi network to watch a TV show in HD. Amdocs Service Controller
re-authenticates her and assigns the premium QoS defined in the add-on.
9 Amdocs Policy Controller meters data usage based on new 15GB limit.

Engage subscribers and increase ARPU with


differentiated upsell offers based on real-time
contextual datasuch as home or roaming,
device-aware

USE CASE 3: SHARED WI-FI WALLET

Shared family or enterprise plans are considered stickier than single


user plans, increasing perceived value and making it less appealing for
customers to switch carriers. The ability to share quotas among users in
a household or business and between different devices gives customers a
sense of control and flexibility with their plans. Extending shared wallet plans
to Wi-Fi enables a common approach to data subscription management,
allowing service providers to leverage and differentiate existing plans by
adding Wi-Fi options.

Tom selects the Premium Plus plan. He receives a unique PIN to securely
connect his three devices using the portal. He connects each device and
enters the unique PINfor the first time only.
The next time Tom accesses Wi-Fi at the hotel on his laptop, smartphone
or tablet, he is automatically connected. He can now get premium Wi-Fi
service on all three of his devices for a single price, billed to his room.
Sample Monetization Models

Competitive plans can be created by bundling Wi-Fi with existing data


plans, including:
Volume and time-based services shared across multiple users, devices and networks
Personalized, cost-effective service bundles with no-charge add-ons for Wi-Fi
Real-time notifications for usage and upsell service options

The Customer Experience: Shared Wi-Fi Wallet Scenario


Tom is traveling for work and takes his three devicessmartphone, tablet
and laptop. He arrives in his hotel room and tries to connect to Wi-Fi using
his laptop. He is redirected to a portal for Nxt, which is managing Wi-Fi
services for the hotel.
Tom is presented with multiple options:
Basic: freeone device, up to 2MB/s, 10MB/day
Premium: $12.95one device, up to 10MB/s, 150MB/day

CHURN
REDUCTION

CUSTOMER
ACQUISITION

REVENUE
OPPORTUNITIES

PROMOTIONAL
OFFERS

Flexibility to share
Wi-Fi across all
devices and/or
users in a plan

Promotion of
service provider
brand and Wi-Fi
services to new
customers

Premium packages
with no-charge
quotas for
unlimited Wi-Fi
using a specified
number of devices

Wi-Fi upsells
for time-limited
premium service,
higher data quotas
and additional
devices

Wi-Fi Authentication Successful


Thank you for selecting the Premium Plus Plan.
USE THIS PIN TO AUTHENTICATE YOUR 3 DEVICES:

789456

Premium Plus: $17.95up to three devices, up to 10MB/s (per device),


500MB/day (shared)
Cancel

Done

Shared Wi-Fi Wallet: How It Works


PAYMENT
SERVICES

CAPTIVE
PORTAL

PORTAL INTEGRATION
FRAMEWORK

2
AMDOCS SERVICE
CONTROLLER

4
ACCESS
POINT

WI-FI
GATEWAY

SUBSCRIBER
DATA BROKER

Implementing Shared
Wi-Fi Wallet

AMDOCS POLICY
CONTROLLER

Provide secure authentication and integration into


acommon subscriber database

NOTIFICATION
SYSTEM
INTERNET

1 Tom tries to connect to the Wi-Fi network on his laptop and is redirected to a customer portal.
2 He selects the Premium Plus service for three devices and receives a temporary account PIN.
3 Tom enters the PIN on the customer portal and the Wi-Fi Gateway sends the request to the
Amdocs Service Controller, which authenticates the device. When he connects to the network,
Toms usage is metered by the Amdocs Policy Controller. QoS policies are applied.

Allow single sign-oncache subscriber credentials


forrepeat sessions with no sign-on during specified
time periods

5 Tom enters the PIN and adds his tablet to the account. He repeats the process on his smartphone.

Give subscribers controlquickly build subscriber


portals for easy self-provisioning or integrate with
existing portals using the Amdocs Portal Integration
Framework

6 Both devices are provisioned by the Subscriber Data Broker and authentication MAC addresses are
cached for fast re-authentication. The next time Tom accesses the Wi-Fi network on any of his devices,
he will automatically be connected.

Create upsell offersreal-time notifications to update


users on the status of their quota and provide options
to top up or extend their shared wallet

4 Tom later tries to connect his tablet to watch streaming video, and is again redirected to the portal.

10

Reduce churnwith quota sharing across multiple


users, devices and network types, using real-time
control and metering based on time/volume and
subscriber entitlements

USE CASE 4: BRING YOUR OWN DEVICE

With new devices continually entering the market and many new tablets
offering only Wi-Fi access, there is increasing demand for plans that
provide bring your own device (BYOD) flexibility. Subscribers want the
flexibility to add new devices to their Wi-Fi plans or to their combined
Wi-Fi and mobile data plans and expect to have the convenience of selfprovisioning capability. Service providers can monetize BYOD plans to
increase customer loyalty and service differentiation by offering:
Easy addition of Wi-Fi devices to existing data plans
Self-provisioning and self-management portals to add or remove devices
atanytime
Shared data quotas and Wi-Fi access under a single plan

The Customer Experience: BYOD Scenario


Mary has a smartphone with a 3G data plan with Nxt, which includes access
to their Wi-Fi hotspots. Her Silver Tier plan allows her to add another device
for Wi-Fi access only. Mary has just gotten a non-SIM tablet. Using her Nxt
portal, she associates her new tablet with her plan. When she is in a Nxt or
partner hotspot, Mary can use her smartphone and her tablether Wi-Fi
experience is seamless. Mary enjoys the value, convenience and security
of her service providers Wi-Fi for all of her devices.

11

Sample Monetization Models

CHURN
REDUCTION

CUSTOMER
ACQUISITION

REVENUE
OPPORTUNITIES

PROMOTIONAL
OFFERS

Choice and
flexibility for users
to add new devices
into the plan

Consumers buying
multiple new
devicesSIM and
non-SIM

Premium packages
with Wi-Fi only
options and
no-charge Wi-Fi
access in network

QoS and speed


boost for all
devices

Ease of device
management using
self-provisioning
portals

Enterprise BYOD
plans that provide
flexibility to add
personal devices to
WAN and hotspot
areas

Top tier packages


with increasing
data quotas, higher
numbers of add-on
devices and shared
wallet options

Roaming passes
during time-limited
periods

BYOD: How It Works

CAPTIVE
PORTAL

SUBSCRIBER
DATA BROKER

PORTAL INTEGRATION
FRAMEWORK

AMDOCS SERVICE
CONTROLLER

3
ACCESS
POINT

Implementing
BYOD Services

AMDOCS POLICY
CONTROLLER

Provide secure authenticationwith protocols for


a wide range of Wi-Fi devices and integration with
a common subscription database

4
WI-FI
GATEWAY

INTERNET

1 Mary tries to connect her new tablet to the Wi-Fi networkaccess is rejected and Mary is redirected
to the customer portal.
2 Mary enters the PIN from her Silver Tier plan. The Wi-Fi Gateway sends the authentication request
to the Amdocs Service Controller. Her tablet is provisioned by the Subscriber Data Broker with MAC
address association for fast re-authentication.
3 The Wi-Fi Gateway re-authenticates Marys tablet.
4 Mary connects to a different Wi-Fi hotspot, and continues to get seamlessly authenticated from
the MAC cache to the Nxt Wi-Fi network for her tablet.

Let subscribers manage their own devicesbuild


self-provisioning portals or quickly integrate
with existing web portals using the Amdocs Portal
Integration Framework
Reduce revenue leakagecontrol the number of
Wi-Fi devices subscribers can use simultaneously to
access the network
Add more devices and servicesdeliver real-time
updates to subscribers for top-up plans such as
adding more devices, higher data quotas and premium
speed while roaming
Combine with existing plansenable BYOD with
Shared Wallet Wi-Fi and Premium Wi-Fi services

12

USE CASE 5: PREMIUM ACCESS TO


CLOUD/NETWORK CONTENT
Enabling subscribers to access premium content over Wi-Fi wherever they
are provides a high quality of service without the hassle of separate billing
or unexpected fees. The convenience and security of getting a premium
Wi-Fi experience from a single, trusted provider can increase subscriber
loyalty and create new opportunities for monetizing promotional offers for
differentiated services. In the premium access to cloud/network content
use case, subscribers experience:
Premium Wi-Fi content in service provider and partner hotspots
Secure Wi-Fi connectivity from a trusted service provider
Transparent and automatic connection with single sign-in

The Customer Experience: Premium Access Scenario


Joe has a Silver Tier plan from Nxt: 10GB of data and access to the network
of Nxt Wi-Fi hotspots across the city. JavaSurf is a partner of Nxt and Joe
can use their Wi-Fi hotspot to connect his devices.
Joe stops in for a coffee and decides to watch the football game. His tablet
connects to the JavaSurf Wi-Fi portal where he is prompted to enter his
credentials. His tablet is authenticated and he can start using the Wi-Fi
service. During the game, Joe gets a notification that he can buy a 24hour speed boost for $3 and watch it in HD. Joe decides to buy the speed
boost and use premium Wi-Fi access to enjoy his cloud-based premium
contentover the Nxt or partners Wi-Fi. Joe enjoys his home away from
home Wi-Fi experience so much that he decides to upgrade to the Gold
Tier for premium service all the time.

13

Sample Monetization Models

CHURN REDUCTION

REVENUE
OPPORTUNITIES

PROMOTIONAL
OFFERS

Access to high-quality data Premium Wi-Fi packages


experience at home and in with no-charge data in
service provider hotspots
service provider hotspots
and metered access in
partner hotspots

Dynamic upsell and topups, such as speed boost


and QoS upgrades for
time-limited use

Seamless connection to
partner hotspots for wider
coverage results

Content-driven access
to Premium Wi-Fi HD
streaming

Tier upgrades with higher


data quotas, shared wallet
and roaming Wi-Fi

Premium Access: How It Works


PAYMENT
SERVICES

CAPTIVE
PORTAL

SUBSCRIBER
DATA BROKER

PORTAL INTEGRATION
FRAMEWORK

2 7
AMDOCS SERVICE
CONTROLLER

1 4

JAVASURF
ACCESS POINT

JAVASURF
WI-FI GATEWAY

Implementing
Premium Access

AMDOCS POLICY
CONTROLLER

5
3

6
NOTIFICATION
SYSTEM
INTERNET

1 Joe attempts to connect to the JavaSurf Wi-Fi network. He is redirected to a portal.


2 He enters his Nxt credentials and JavaSurf AAA proxies authentication request to Amdocs Service
Controller at Nxt.
3 Amdocs Service Controller authenticates Joe and connects him to the network. His tablet is associated
with his Silver Tier account and his service entitlements.

Give users more choiceprovide flexible billing


options with payment by credit card, vouchers or
charges to existing plans
Deliver a premium user experienceleverage carriergrade policy control to incorporate QoS, metering and
quota management

4 JavaSurf AAA proxies accounting messages to Amdocs Service Controller at Nxt.

Create premium upsell offerswith contextual


information based on usage, location and content

5 Amdocs Service Controller successfully re-authenticates Joe and the Amdocs Policy Controller begins
to meter usage and applies QoSpolicies.

Enable Wi-Fi roamingfor out-of-territory/network


access or when connected through partner hotspots

6 Amdocs Policy Controller determines that Joes plan entitles him to a special QoS speed boost offer
and sends a notification.
7 Joe selects the speed boost offer. The Amdocs Policy Controller and Subscriber Data Broker are
updated with the new QoS.

14

Provide secure authentication and integration with


acommon subscriber database

USE CASE 6: CASUAL WI-FI USER

By accessing service provider infrastructure via secure and trusted


Wi-Fi access, subscribers can enjoy the benefit of nomadic use without
sacrificing the premium Wi-Fi experience.
Service providers can use casual or nomadic packages to attract a new
class of customers who may be interested in temporary Wi-Fi services to
reduce costs while traveling or for a limited time period. Casual Wi-Fi plans
can incorporate:

Wi-Fi Authentication

Enter your Wi-Fi Pass PIN code


to authenticate your device

Flexible time and volume entitlements


Direct billing to the device with payment by voucher, credit card or promotional code
Opportunity for upsell to service tier plans

The Customer Experience: Casual Wi-Fi Scenario


Lydia is travelling to Europe and is concerned about her cellular roaming
charges. She decides to get a weekend Wi-Fi pass for 25 in Paris,
allowing her to connect to the local providers Wi-Fi network. In a caf,
Lydia connects to a Wi-Fi network and is presented with a portal web
page, where she enters the PIN from the scratch card she purchased. The
local service providers network will store Lydias MAC address. The next
time Lydia signs in, she will bypass the login screen and her tablet will be
automatically authenticated for immediate connection.
Lydia can enjoy nomadic access to a local service providers Wi-Fi network
without having to worry about cellular roaming charges.

15

Cancel

Done

Sample Monetization Models

CHURN
REDUCTION

CUSTOMER
ACQUISITION

REVENUE
OPPORTUNITIES

PROMOTIONAL
OFFERS

Cost savings
for using Wi-Fi
while roaming
internationally

Co-branding
opportunities for
partner hotspots
with international
travelers or during
events in high
capacity venues
such as stadiums

Shared Wallet
options for multiple
devices and users

QoS and speed


boost for timelimited use

Casual Wi-Fi: How It Works


PAYMENT
SERVICES

CAPTIVE
PORTAL

SUBSCRIBER
DATA BROKER

PORTAL INTEGRATION
FRAMEWORK

AMDOCS SERVICE
CONTROLLER

Implementing Casual
Wi-Fi Services

AMDOCS POLICY
CONTROLLER

4
ACCESS
POINT

WI-FI
GATEWAY

Provide secure portal authentication and authorization

NOTIFICATION
SYSTEM
INTERNET

1 Lydias tablet tries to connect to the EuroNxt Wi-Fi network access is rejected and Lydia is redirected
to a customer portal.

Deliver carrier-grade performancewith policy


control for metering and time/QoS

2 Lydia enters the PIN from a scratch card she bought in the caf. The voucher is processed through
the Portal Integration Framework and Lydias tablet is provisioned by the Subscriber Data Broker.

Simplify accessenable repeat sessions with no


sign-on for non-SIM devices within a pre-defined
period of time

3 Wi-Fi Gateway sends the authentication request to the Amdocs Service Controller and the tablets
MAC address is cached for fast re-authentication. Amdocs Policy Controller begins to meter
data usage.
4 Lydia goes somewhere else in the same EuroNxt operator zone. Her tablet is seamlessly authenticated
from the cached MAC address.
5 When Lydias pass time/volume is close to expiry, she receives a notification on her tablet.

16

Use flexible billing optionsthrough the selfprovisioning portal with payment by credit card,
vouchers or coupons

Introduce new servicesquick integration with


existing portals using the Amdocs Portal Integration
Framework enables rapid monetization of
Wi-Fi services

Next Generation and Advanced Monetization


With Wi-Fi monetization still in its infancy, opportunities for revenue and
service differentiation are largely limited to premium Wi-Fi packages and
direct user charging or managing Wi-Fi networks for venues such as hotels,
cafs and airports.
The use cases profiled in this guide refer to the business-to-consumer
(B2C) business model that targets the retail and consumer segments. The
evolution in technology and the emergence of new business-to-business
(B2B) and business-to-business-to-consumer (B2B2C) models provide
opportunities for advanced monetization. Enterprise, Managed Hotspots,
Wholesale Offload and Roaming are just a few use cases that are enabled
through Wi-Fi. Below are additional use case examples that hold the
potential for high growth and revenue in the next three to five years.
International Roaming
Wi-Fi services that extend connectivity to Wi-Fi hotspots for subscribers
traveling internationally have largely been dominated by W-Fi roaming
hubs and aggregators, such as iPass and Boingo. The growing demand
for Wi-Fi roaming and the willingness of users to pay for the service make
it a lucrative opportunity for service providers. To create differentiated
services for international roaming, service providers will need to explore
broad partnerships with aggregators and local service providers to deliver
premium Wi-Fi services with transparent authentication and a high-quality
user experience.
Mobile Advertising
While mobile advertising is already pervasive, the current models are fairly
static and typically delivered on company landing pages, or as branding
and advertising on Wi-Fi portal login pages. Whats driving the next phase

17

of mobile advertising is the ability to provide location-based ads for content


and services driven by a persons location. Service providers can monetize
their Wi-Fi networks by partnering with advertisers to offer subscribers
targeted notifications and access to retailer loyalty programs and coupons
based on contextual information, such as where they are and what they
want to buy.
To benefit from these opportunities, service providers will need to carefully
follow subscriber demand and willingness to receive online notifications
based on their information and strategically offer opt-in access.

Location-based Analytics

OTT Partnerships

In a Wi-Fi network, service providers can filter big data by using


contextual information and intelligence to provide highly valuable analytics
to enterprises. Since Wi-Fi networks are connected to a device that is
on the move, location-based analytics can be used to deliver historical,
real-time and predictive analytics about user behavior from devices and
M2M communications. For instance, service providers can help brick-andmortar retailers learn more about their customershow many shopped on
certain days, how many were repeat visitorsand generate information
that e-commerce sites like Amazon collect every day. When gathered over
time and combined with opt-in subscriber profile information, this data
can uncover behaviors and provide context for each customers current
location and movement.

OTT services cover a broad and


increasing array of offerings,
from content (YouTube, Netflix),
advertising
(Google),
social
networking and communications
(Facebook) to retail (Amazon),
VoIP (Skype) and device-specific
video chat. Service providers can
leverage their Wi-Fi networks and
premium services to enter into
partnerships with OTT content
providers. As consumers continue to demand premium content over
Wi-Fi, service providers can offer OTT partners preferred QoS for VoIP, HD
streaming media and other services for a high-quality user experience.

Service providers can enter partnerships with retailers to use this kind
of analysis to determine storefront displays, in-store sales, time-based
promotions, and so on.

Amdocs Smart NetThe Evolution of Intelligent, Seamless Wi-Fi


Create a unified HetNet across devices and networks to extend your reach, minimize costs and enhance the customer experience. Amdocs Smart
Net brings device-level intelligence and seamless connectivity to the delivery of dynamic Wi-Fi services. When integrated with the Amdocs Wi-Fi
Experience Solution, Amdocs Smart Net enables new and differentiated services for subscriber retention and monetization:
Deliver a seamless experience across Wi-Fi and cellular networks and SIM/non-SIM deviceswith no user intervention
Minimize subscriber disruption when moving between networks with automatic session monitoring of user activity and network conditions
Give subscribers transparent access to on-device, real-time network performance data
Deliver ANDSF, Wi-Fi and 3G/4G balancing by dynamically distributing subscriber sessions across multiple network resources
Increase ARPU by driving offload and onload decisions from subscriber data plans and policyand deliver dynamic offers with on-device payment options

18

Return on Investment Models for Wi-Fi


The Amdocs Wi-Fi Experience Solution provides rapid time to market and return on investment (ROI) for service providers. In this section, well walk
through a sample ROI model for the fictional service provider, Nxt Communications. Nxt has 1 million mobile data subscribers. They have recently
launched a series of new Wi-Fi plans and add-ons to complement their mobile service offering.

Wi-Fi Plans and Offers


PLAN TYPE

PRICING

QUOTAS

Wi-Fi Offload (only for mobile devices with EAP-SIM)

Free with service plan

1 Mbps speed/unlimited data

Premium Wi-Fi Services (with access to some premium services, such as YouTube)

$5/month

2 Mbps speed/unlimited data

BYOD (add device)

$10/month/device

1 Mbps speed/unlimited data

BYOD (increase speed)

$5/month/device

2 Mbps speed/unlimited data

Wi-Fi Roaming (outbound)

$5/day

1 Mbps speed/unlimited data

Shared Wi-Fi Wallet (family plan)

$5/month

1 Mbps speed/unlimited data

Casual User (day pass)

$5/day

1 Mbps speed/unlimited data

Casual User (volume plan)

$5/GB

Maximum speed

19

WI-FI OFFLOAD

PREMIUM WI-FI SERVICES

Total mobile data subscribers

1,000,000

INTELLIGENT OFFLOAD
80%

Data used per subscriber per month on congested


cell sites

2GB

Total data delivered per month on congested sites


Total cost to deliver this data on 3G network

800,000

1,600,000GB
$1.30/GB

% of traffic offloaded to Wi-Fi

$2,080,000

60%

Total data delivered on 3G network after offload

640,000

New cost to deliver data in 3G network

$832,000

Total monthly cost savings

$1,248,000

DEFER NETWORK BUILD-UP COST

Customers opting for speed top-up in BYOD

5%

Average number of devices per customer

1.0

Monthly fees for speed top-up BYOD plan per device

$5

Monthly revenue from BYOD plan for speed top-up

50,000

$250,000

Customers opting for speed top-up in offload

5%

Average number of devices per customer

1.0

Monthly fees for speed top-up for offload

$5

50,000

Monthly revenue from offload for speed top-up

$250,000

Total monthly revenue: speed top-up

$500,000

WI-FI ROAMING

Total cell sites


Congested cell sites that need additional bandwidth

50%

TCO to decongest one cell site using 3G/LTE

5,000

Subscribers who sign up for roaming day pass

2,500

Average number of days/month

$59,000

TCO to decongest cell sites using 3G/LTE

$147,500,000
62% of 3G/LTE cost

Total savings

$91,450,000
$56,050,000

CUSTOMER LOYALTY AND CUSTOMER ACQUISITION


Total data subscribers

1,000,000

Current churn rate

7%

70,000

Churn rate after implementing Wi-Fi offload

5%

50,000

Average monthly revenue per 3G data subscriber

$20

Estimated montly revenue rentention due to Wi-Fi offload


Percentage increase in subscribers due to Wi-Fi offload
Average monthly revenue per 3G data subscriber

20

1,000,000

SPEED TOP-UP

% of subscribers using congested cell sites

TCO to decongest cell sites using Wi-Fi

Total mobile data subscribers

$400,000
10%

100,000

$20

$2,000,000

Fees for roaming day pass


Incremental monthly revenue from Wi-Fi roaming plan

5%

50,000

3
$5
$750,000

ROI Summary

BYOD
Total mobile data subscribers
Customers opting for BYOD plan

1,000,000
30%

Average number of devices per customer

1.5

Monthly fees for BYOD plan per device

$10

Monthly revenue from BYOD plan

300,000

$4,500,000

SHARED WI-FI WALLET


Total data subscribers

1,000,000

% of existing subscribers opting for family plan

5%

Monthly fees for family plan

$5

Monthly revenue from family plan

50,000
$250,000

New subscribers signing up due to family plan

5%

Monthly revenue from new subscribers

$40

Incremental monthly revenue from adding family


plan members

50,000
$2,000,000

CASUAL/NOMADIC USER
Total data subscribers

1,000,000

% casual users/day

5%

Daily casual user pass

$5

Monthly revenue from casual users

21

50,000
$7,500,000

Service providers can leverage the demand for Wi-Fi services to deliver
value for subscribers, increase loyalty and generate significant ROI. In
the previous examples, weve outlined just a few of the ways subscribers
can take advantage of differentiated offers to make their Wi-Fi experience
more personalized, secure and seamless. At the same time, these offers
represent new revenue sources for Nxt Communicationsadding more
than $16 million per month in incremental revenue with a cost savings of
over $56 million.
Wi-Fi is rapidly moving from a source of free connectivity to a powerful
platform for service providers to engage subscribers, monetize innovative
services and explore new partnerships and business models.

About the Amdocs Wi-Fi Experience Solution


Monetizing the opportunity for W-Fi will require service providers to create
new and differentiated services to deliver value and revenue. The Amdocs
Wi-Fi Experience Solution is a pre-integrated, carrier-grade Wi-Fi control
and monetization system that enables the rapid market deployment of
innovative Wi-Fi services. Leveraging Amdocs industry leading policy
control and authentication capabilities, the system enables easy subscriber
on-boarding, service innovation and integration with service provider
infrastructure, portal and payment systems for fast service monetization.
Amdocs Wi-Fi Experience Solution Highlights
Pre-integrated Wi-Fi solution encompassing authentication (service control), policy
control, subscriber data management, and a captive portal integration framework
Seamless access across 3G/4G and Wi-Fi, with transparent authentication for
SIM-based devices (phones, SIM tablets) and easy authentication for non-SIM
devices (laptops, tablets)
Interoperability with equipment from major network vendors (Wi-Fi access
infrastructure, mobile packet core infrastructure, DPI and traffic optimization
elements)
Dynamic policy control and metering for innovative premium Wi-Fi services
(based on time, volume, QoS)
Wi-Fi roaming and secure, fast authentication enable broad Wi-Fi coverage in
service provider and partner hotspots
Flexible deployment architecture with high availability and advanced features
such as database replication, local redundancy and geo-redundancy options

AMDOCS WI-FI EXPERIENCE SOLUTION ARCHITECTURE


OSS

BSS

PAYMENT SERVICES

AMDOCS WI-FI EXPERIENCE SOLUTION


PORTAL INTEGRATION FRAMEWORK
SUBSCRIBER DATA MANAGEMENT
SERVICE CONTROL
(AUTHENTICATION)

POLICY CONTROL
(METERING)

SMART OFFLOAD

CELLULAR

ROAMING WI-FI/CELLULAR

HLR-LEGACY

HLR-LEGACY

PACKET CORE

PARTNER AAA

DPI
WLAN GATEWAY

WLAN GATEWAY

Amdocs Service Controllerindustry-leading AAA solution for secure, multiaccess network control, including Wi-Fi
Amdocs Policy Controllerreal-time control for Wi-Fi/cellular metering,
speed and content/QoS control
Smart Offloadpolicy-based offload/onload control (using HotSpot 2.0
andANDSF)
Subscriber Data Managementcommon subscription and identity
management system integrates with SPR and subscriber databases
Portal Integration Frameworkauthentication of non-SIM devices and
integration with portal and payment systems

22

Flexible Configuration for Rapid Service Delivery


The Amdocs Wi-Fi Experience Solution provides a flexible foundation to accelerate the
introduction of differentiated Wi-Fi services and plans. Each pre-tested use case includes
different configuration options, outlined in the table below, which can be combined and modified
to quickly deliver new Wi-Fi serviceswithout the need for additional software coding.
Use cases in the Amdocs Wi-Fi Experience Solution can be delivered as differentiated services
for rapid monetization and first-to-market advantage.

CONFIGURATION OPTION

DIFFERENTIATION CAPABILITIES

Centralized, template-driven definition of service tiers Update and amend existing servicesin days
and add-ons using the Amdocs Product Catalog
Ensure all plans and options are defined in a
centralized catalogincluding policy and charging
rulesfor improved service accuracy

Extensive configuration options for creating varied Design innovative service tiers based on time, volume,
monetary limits
service tiers based on different types of metering:
volume, time, application and monetary usage
Apply application metering to control key service

Access More Wi-Fi


Monetization Resources
Looking for more information on creating
differentiated offers and generating revenue from
innovative Wi-Fi services? Get interactive demos,
analyst reports and white papers on how to profit
from Wi-Fi.

Visit www.powerofpolicy.com

consumption, such as streaming media

Support for multiple actions when subscriber usage Provide choice of actions to customers with
flexible triggers
thresholds reached, including real-time notifications,
overage charges, QoS
Enable dynamic upsell opportunities
Configurable real-time subscriber notifications in response Offer dynamic promotions, such as premium Wi-Fi
to network events, usage, promotions
Redirect to Wi-Fi during peak usage periods
Support for multiple simultaneous quotas

Manage roaming quotas, personal quotas,


promotional quotas

Variable QoS parameters

Use application-label/flow specific definitions


Create speed boost offers

23

If youre ready to get started with the Amdocs


Wi-Fi Experience Solution, contact us to book a
consultation or workshop at:

data_experience@amdocs.com

About Amdocs
For more than 30 years, Amdocs has ensured service providers success and embraced their
biggest challenges. To win in the connected world, service providers rely on Amdocs to simplify
the customer experience, harness the data explosion, stay ahead with new services and improve
operational efficiency. The global company uniquely combines a market-leading BSS, OSS and
network control product portfolio with value-driven professional services and managed services
operations. With revenue of $3.3 billion in fiscal 2013, Amdocs and its 20,000 employees serve
customers in more than 70 countries. Amdocs: Embrace Challenge, Experience Success.
For more information, visit Amdocs at www.amdocs.com.
For the most up-to-date contact information for all Amdocs offices worldwide, please visit our website at www.amdocs.com/corporate.asp.

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