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Creating a Sustainable Mobile Internet Ecosystem
               to Drive Profitability

                                  Praveen Rajan
        Head of Mobile Internet & Advanced Data Services, DiGi Telecommunications

                      5th Annual Mobile VAS Summit
                          27 April 2011, Singapore
5 Things About Malaysia
5 Things About Malaysia
5 Things About DiGi
5 Things About DiGi
Easier to Predict

    when & where usage occurs




big screen user behaviour
Longer Attachment

 spend more time
 & hog the network




                     big screen user behaviour
CONSUME
                            MORE
                            better speed
                            = longer surf time
                            = bigger volume




big screen user behaviour
Harder to Predict

when & where usage occurs


                   small screen user behaviour
Shorter Attachment

               short bursts of usage as &
                      when needed




small screen user behaviour
Device Drives Usage

                  beware of smartphones




small screen user behaviour
• Easier to predict
                      • Harder to predict
  when & where
                        when & where
• Longer
                      • Shorter
  attachment to the
                        attachment to the
  network
                        network
• Better speed
                      • Usage depends
  drives more
                        on device
  volume
How are We Driving Profitability?
1    Focus on
    Consistency
2
 Prioritize Your
   Territories


  go deep for big
screen, go wide for
   small screen

 big screen & small
screen have varying
 levels of tolerance
3
      Fair Use
     Quota for
    all Products



     Start early,
    communicate
     everywhere
4




      Maximize
      Off-peak

         Can it
    complement fixed
      broadband?
Zero Settings

     Get rid of multiple
    APNs, set defaults in
          devices




5
ATTENTION!
    You have reached 75%
        of your quota.



     Smart Notifications

     Opportunity to upsell to
      premium packages
6
Peace of Mind Pricing
                 no charge after quota

    incentivize customers to upgrade or buy top-ups

7
Speed /
                       Consistency


Peace of Mind                                 Prioritize Your
   Pricing                                      Territories

                        Profitable
                      Mobile Internet
                       Ecosystem
  Smart                                          Fair Use
Notifications                                     Quota




                 Zero              Maximize
                Settings           Off-peak
Questions?

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Creating a Sustainable Mobile Internet Ecosystem to Drive Profitability

  • 1. Creating a Sustainable Mobile Internet Ecosystem to Drive Profitability Praveen Rajan Head of Mobile Internet & Advanced Data Services, DiGi Telecommunications 5th Annual Mobile VAS Summit 27 April 2011, Singapore
  • 2. 5 Things About Malaysia
  • 3. 5 Things About Malaysia
  • 6.
  • 7. Easier to Predict when & where usage occurs big screen user behaviour
  • 8. Longer Attachment spend more time & hog the network big screen user behaviour
  • 9. CONSUME MORE better speed = longer surf time = bigger volume big screen user behaviour
  • 10. Harder to Predict when & where usage occurs small screen user behaviour
  • 11. Shorter Attachment short bursts of usage as & when needed small screen user behaviour
  • 12. Device Drives Usage beware of smartphones small screen user behaviour
  • 13. • Easier to predict • Harder to predict when & where when & where • Longer • Shorter attachment to the attachment to the network network • Better speed • Usage depends drives more on device volume
  • 14. How are We Driving Profitability?
  • 15. 1 Focus on Consistency
  • 16. 2 Prioritize Your Territories go deep for big screen, go wide for small screen big screen & small screen have varying levels of tolerance
  • 17. 3 Fair Use Quota for all Products Start early, communicate everywhere
  • 18. 4 Maximize Off-peak Can it complement fixed broadband?
  • 19. Zero Settings Get rid of multiple APNs, set defaults in devices 5
  • 20. ATTENTION! You have reached 75% of your quota. Smart Notifications Opportunity to upsell to premium packages 6
  • 21. Peace of Mind Pricing no charge after quota incentivize customers to upgrade or buy top-ups 7
  • 22. Speed / Consistency Peace of Mind Prioritize Your Pricing Territories Profitable Mobile Internet Ecosystem Smart Fair Use Notifications Quota Zero Maximize Settings Off-peak
  • 23.
  • 24.