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March 15th, 2013, Vol:1
 

Editor's Words

By Sridhar Pai, ceo, Tonse Telecom

 

Download your copy of On-Demand Marketing Services (PDF)! Drop us a line - stpai@tonsetelecom.com

 

How Data Card landing page personalization increases Telco Revenues and kills churn

Huawei, that is on the edge of becoming the world's largest TEM has set its sights on the device market and is beginning to make significant forays in this area. In an attempt to bring more value from its stronghold, i.e., Data card (USB dongle), Huawei has most recently launched a data card portal for Indian users. Here is our take:

Concept: Landing page personalization per data card user per data session
What this does: A data card user has to opt into this program with the CSP (cellular service provider) who is offering data services.
Upon signing in, the user now has the ability to personalize his landing page - the first page that shows up when he connects on a data session using data card

Benefits to the user:
  1. User benefits by having a single sign-on with pre-configured log ins to his or her favourite social applications, bank site, news and chat applications
  2. If the Data Card vendor has done a good job of working with the Landing Page application provider then the personalization can be extended to a great new level
  3. If the application has integrated well with the Search Engines, then data card user location information will push location specific advertisements that will be precision targeted and highly effective.

Benefits to the CSP:
CSP benefits by allowing the user the option to personalize an otherwise generic portal - that does nothing more than dull corporate banners and some advertisements. Till today, most CSPs have not realized the potential gold mine that the data card portal truly is and have squandered away the opportunity. The average viewer time per landing page per user is a pathetic number (few seconds) and from here usually the user lands on a Google / Bing or Yahoo home which is a terrible waste. Why not lead the user to do something more useful, present something relevant, increase viewing time which directly increases ARPU and also share some key corporate messages with the captive audience?

The personalization throws in tremendous benefits:

  1. CSP can push a Real Time user clock - showing hot updates on data usage, current tariff plan and data cap approaching limit with some creative dashboards
  2. CSP can push alerts or suggestions based on usage patterns over the last 30 days for example.
  3. CSP now can use data card user location information and push specific pre-packaged offers
  4. If the CSP / data card vendor / Landing Page Application relationship is well managed, the entire appearance of the portal can now be made dynamic, corporatized to protect and promote the CSP brand as well as allow the user to customize his piece of the layout.
  5. If Landing Page App is a Managed Service then the CSP should step in and be smart about striking a good deal in obtaining its piece of the portal advertising revenues.
  6. CSP should ensure that Landing page solution is exclusive and is hosted separately by the hosting services provider. If a third party (not the dongle provider) but an external applications company is hosting the landing page, they should be prevented from hosting competing landing pages for multiple competing CSPs in the same region. This prevents hosting company from benefiting from consumer intelligence of its multiple CSP' consumers (in this case, data card users).

Also hosting apps provider could potentially run all CSPs hosting infrastructure from one base platform and could potentially make multiple streams of advertising revenues thus generating extremely high profits. In these scenarios it is better that CSPs cut a smart revenue sharing deal on advertising revenues and retain significant portion of the landing page real estate for their own brand promotions. CSPs should note that the portal for data card users actually belongs to them and just because an applications provider has developed the site, they shouldn't leave too much money on the table.

Sridhar Pai runs Tonse Telecom, a Bengaluru-based telecom research and consulting house that is a research partner to Light Reading India.

 
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About Tonse Telecom

Tonse Telecom is a research, consulting and advisory services organization focusing on the India telecom sector. Tonse Telecom enables telecom equipment vendors, ISVs, infrastructure developers and investors for success in the Indian telecom marketplace.

Tonse Telecom has onboard, a team of reputed senior industry executives and consultants who provide advisory services on specific projects. Tonse covers a broad spectrum of telecom technologies that include 3G, Wi-Fi /BWA, IMS, FMC and Triple Play, VoIP, Mobile VAS, End-device Applications and Mobile Content.

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