Originally presented to MNOs and MVNOs at Roaming World Congress 2012 in Barcelona.

1. Using coverage maps
to better inform roamers
and reduce OPEX
Duncan Hill, EuropaTechnologies
www.europa.uk.com dhill@europa.uk.com

2. Agenda
 "Will my phone work there?" – the importance
of setting subscriber expectations before
roaming abroad
 Using coverage maps in self-service mode on
the web and in customer care operations
 Reducing costs by promoting channel shift to
self-service
 Mapping the rise of data roaming and the
future with LTE
www.europa.uk.com dhill@europa.uk.com

3. Painting the picture
 Despite regulation, roaming is still good
business
 Increasing subscriber expectations. Heavy
drivers for data traffic inc. social networking
and new devices
 Until (near-)ubiquitous, rollout of new
technologies needs to be portrayed e.g. LTE
 New opportunities, e.g. M2M
 Why bother to show coverage?
dhill@europa.uk.comwww.europa.uk.com
6 million maps
served per month

4. Why inform subscribers?
 Manage expectations, earn satisfaction, build
confidence & loyalty, reduce churn
 Next to cost, coverage is the next most
important question roamers ask
 Enable subscribers to anticipate their
connectivity, thereby promoting roaming use
 To charge a premium price, offer a premium
service
dhill@europa.uk.comwww.europa.uk.com
Will I be able to
use social
media whilst on
holiday?
Can I check my
email during
my business
trip?
Will I be able to
make an
emergency call
on my hiking
adventure?
Can I text my
colleagues to
arrange where
to meet?

5. Using maps to reduce costs
 Consider your customer service OPEX – would
you like to reduce costs and improve service?
 Maps are an excellent way to communicate
complex information at a glance
 Easily understood – “A picture tells a thousand
words”
 Encourage “channel shift” by publishing on
website, promoting self-service over calls to
customer service, although coverage maps also
available internally
dhill@europa.uk.comwww.europa.uk.com

6. The power of maps
 A powerful visual engagement
 Seen as authoritative throughout history
 Essential that content is accurate, but easy to
get it wrong!
dhill@europa.uk.comwww.europa.uk.com

7. dhill@europa.uk.comwww.europa.uk.com
Operator A: 3G
Operator B: 3G Operator B: 2G
Operator A: 2G

8. Domestic/Roaming Equality
 Domestic coverage maps are commonplace
 Why should roaming service information,
including coverage maps, not also be
available?
 Subscribers expect to be able to access the
information they need, when they need it
 Challenge: test your own customer service
dhill@europa.uk.comwww.europa.uk.com

9. M2M
 International M2M
becoming increasingly
common, due in part to
low cost sensors
 Essential that coverage is
known before planning
rollout – both in mobile
& static applications
 Tap other budget pools
or simply share the cost
of a core roaming
coverage map service for
your organisation
M2M
connections
2008: 47.7m
2014: 187m
dhill@europa.uk.comwww.europa.uk.com
Industry
forecast from
Berg Insight

10. Mapping the rise of LTE
 LTE networks being rolled out now
 Mapped over 20 already
 Spectrum an obstacle to LTE rollout in many
countries, incl. UK
 Future LTE roaming challenges due to limited
spectrum availability – user may need to specify
handset to see their available coverage
 Preparation essential, despite obstacles
 Immature coverage during rollout – important to
manage user expectations
dhill@europa.uk.comwww.europa.uk.com

11. Coverage Map Checklist
 Content – how many coverage maps?
 Accurate – published professionally?
 Current – reviewed & updated regularly?
 Comprehensive – inter-standard roaming?
 Compliant – with your corporate branding?
 Compatible – with your web site(s)?
 Access – language support & CVD?
 Concise – displaying all roaming partner
coverage in a single view?
dhill@europa.uk.comwww.europa.uk.com

12. Mapping your world
 Consider making
coverage maps a core
service in your roaming
strategy
 Save OPEX and
improve customer
service
 Strive for domestic /
roaming information
equality
dhill@europa.uk.comwww.europa.uk.com
Flick that switch!

13. Thank you
 Visit us in the Exhibition Area
 Any questions?
 dhill@europa.uk.com
 @europatech
dhill@europa.uk.comwww.europa.uk.com