This document discusses the opportunities and challenges for MVNOs (mobile virtual network operators) to create socially connected services by leveraging social networks like Facebook. It describes how an MVNO can integrate with Facebook to offer features like automatic bonuses, self-care, member-get-member campaigns, and personalized offers to increase and monetize its Facebook audience. The document also outlines the technical architecture required, including layers for the Facebook integration, campaign management, BSS integration, and customer data management. Finally, it addresses how such a "socially connected MVNO" model fits along the spectrum from thin to thick MVNO models.

1. Socially connected MVNO

2. UK
Poland
Romania
Moldova
Malaysia
Worldwide experience
USA
• Offices: UK, Poland, Romania, Moldova, Malaysia,US, India
• Over 200 projects at +70 Operators around the world
• +200 technology experts

3. Mobile Broadband Data Policy
Management
Facebook Integration Platform
Loyalty & Churn Mgt
MVNO in a White box/
BSS stack
Bridging the gap between
Internet and Telecom
Mobile
communication
world
Internet
communication
world
Social net
 Convergent billing
 Rating & charging
 Provisioning
 Middleware
 Customer mgt&
Self-Care
 Mediation
 SDP
Computaris expertise & solutions
CSPs
Content
VOIP

4. Computaris proposition for ISVs
ISVs

5. • MVNO – a stable business going forward?
• Is service differentiation THE key success factor?
• MVNO/MNO relationship
• Service innovation – Socially connected MVNOs
Agenda

6. Is MVNO a stable business model?
Expats/
foreign workers
Captive
audience
Existing
customers
for other
products
POS
M2M apps
VAS
Data/ContentRoaming
Brand
Lifestyle
Religious
interests
Ethnic
Enterprise
verticals Demografic
Segmentation
“Global Subscribers for MVNO Services are expected to reach 186
Million by2015” Informa research
Distribution
channel
segmentation
Service
Differentiation

7. • Thin Margins (10%-40% of price)
• 80% of the success is dependent on
the MNO buy price
• MVNO agreements – complex
MVNO’s Business Challenges
• Service innovation and Bundling
• Differentiating data services, M2M
• Driving the ecosystem for new
business models: M-commerce, Smart
metering, M Education

8. New business models
M -Heath
Mobile
devices
Connected
electronics
M -Education
M-Payments
M-Banking
M2M
M- Commerce
Social networking
Content
Games

9. MNO support vs. cannibalization
Use case: Major SE Asian Operator opportunity analysis
Will compete directly with the Operator and
may not be worthwhile given limited
returns
 Offer basic reseller model with very low
margins
Partner must have strong segment
expertise and differentiated services
 Offer flexible model depending on type of
service (e.g. voice, VAS, IDD) and inherent
partner strengths
High risk of cannibalization requires the
Operator’s management and back end
control JV model for control with low
margins to MVNO
Attack MVNOs, requiring compelling
propositions and strong segment focus
 Strong fencing to avoid churn from high
risk segments; JV model for management
control

10. • MVNO can only compete by being
highly efficient and focusing on their
core differentiators
• Take advantage of their brand
(loyalty), customers (relationships),
channels (partners) and content
MVNO’s lessons learnt
• Continuously innovate to create
new business ideas and/or to
strengthen their existing value
proposition

11. Bridging the gap between IT and telecoms
• 750 million active users
• 130 friends on average
• 50% of active users log on to
Facebook daily
User Experience
My Friends
My Family
My Blogs
My Money
My Lifestyle
My Interests/
Favorites
My Colleagues
My Play
My Likes/Dislikes
• Limited reload and call history
• Profiling subscribers
• Measure campaigns impact & ROI
• Create segmented, dynamic
campaigns
The Mobile Social Network
A new opportunity?
Social network
Operator challenges

12. Bridging the gap between IT and telecoms
• Automatic bonuses
• Advanced self-care channel
• Member-get-Member campaigns
• Surprise bonus campaigns
Which is the level of integration?
Expand your Facebook audience
by offering:
• Personalized offers
• One click away buying of services
Monetize your audience - efficient
up-sell channel on Facebook:
Increase and monetize your Facebook audience

13. Bridging the gap between IT and telecoms
Customer perspective
Facebook Frontend overview
Registration
Up-sell
Self care
Other
features
• Visualization of the GSM profile (balance inquiry)
• Top-up – integration with banks & payment gateways
possible
• History of customers’ activity
• Secure (https)
• Two step validation of the MSISDN
• Links the Facebook profile with the GSM profile
• Personalized offers based on the extended customer
profile (Facebook + GSM)
• One click away selling of the products
• Web2SMS – send chargeable SMS directly from
Facebook
• Member Get Member – manage groups of friends

14. Bridging the gap between IT and telecoms
MVNO perspective
Administration capabilities
Admin user
management
Campaign
management
User
segmentation
Customer care
Reporting and
BI
Platform
administration
• Secure (https)
• Different security roles–option to define users that create campaigns
• Easy campaign creation based on predefined templates
• Real-time monitoring of campaign evolution – number of
subscribers, cost
• Segmentation based on Facebook profile (age, location) or GSM
profile (e.g.: prepaid, has Smartphone)
• Option to export and evaluate the data from chosen segments
• Profile details for each subscribers
• Easy to check activity on Avalanche
• Campaign activity monitoring
• User segmentation on each campaign
• Active subscribers identification
• Application parameters setting
• Bonus configuration

15. Bridging the gap between IT and telecoms
Administration
Loyalty
Systems
Reload
Platform
CRM
Charging
SMSC
Facebookintegration
layer
Campaign
Management
BSSintegrationlayer
Customer data
management
Technical details
Architecture
GUI reporting
SOAP
SMPP
Facebook API
Architecture

16. Radio
Access
Core
Network
Application
and Services
Billing
Customer
Care
Marketing Sales
MNO Reseller (Thin MVNO)
MNO Service Provider MVNO
MNO Enhanced Service Provider
MNO Full Infrastructure MVNO (Thick MVNO)
MVNO – enhanced service provider

17. SOCIALLY CONNECTED MVNO
Thank you!
marketing@computaris.com
www.computaris.com