If you cannot read this message, please click here
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.

Citigroup predicts Cablevision will be sold within 18 months
There's an 80% chance that Cablevision Systems, the sixth-largest U.S. cable TV system operator, will be sold over the next 18 months, says Citigroup in a report. Time Warner Cable and Charter Communications loom as potential buyers. Cablevision has 3.2 million video subscribers in New York, New Jersey, and Connecticut. The cable company is controlled by the Dolan family. more here & here
Bharti Airtel raises stake in Nigerian telecom arm to 79%
Bharti Airtel Nigeria B.V., a wholly owned subsidiary of India's largest telecom operator Bharti Airtel Ltd, has acquired an additional 13.36 per cent equity stake in Airtel Networks Ltd, Nigeria, from certain existing shareholders, for an undisclosed amount, according to a BSE filing. Post transaction, Bharti Airtel Nigeria B.V. holds 79.06 per cent stake in Airtel Networks. more
Batelco in talks with Reliance Communications to buy a stake in the Indian operator's enterprise business unit
Batelco wants to expand abroad to offset declining domestic income and is keen to return to India, despite its former affiliate S Tel being one of eight mobile operators to lose their telecom licences last year as part of a corruption probe. more
FCC approves T-Mobile merger with MetroPCS
The Federal Communications Commission on Tuesday approved the merger of T-Mobile USA with MetroPCS, a $1.5 billion deal that combines two underdogs into a stronger rival to wireless giants Verizon Wireless and AT&T. The FCC said the deal is good for consumers because it would quicken the pace of telecom investments and that combined, the firms would be a stronger alternative to the industry's biggest companies. more
STMicro, Ericsson Said to Fail to Find Chip-Venture Buyer
STMicroelectronics and Ericsson want to complete an exit from the 50-50 partnership in the third quarter. ST-Ericsson has struggled to introduce higher-powered chipsets and platforms as the low-end handset business at major customer Nokia Oyj (NOK1V) shrank. ST-Ericsson said this week that Didier Lamouche, its third chief executive officer in as many years, will step down to pursue other opportunities. No successor was named. The venture has accumulated $2.7 billion in net losses since 2009. more
For Advertisement or to send us product/ technical release please click here

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.

home  |  consulting  |  Reports  | case studypress release  |  downloads
©2013 Tonse Telecom. All rights reserved. Read our legal terms and disclaimers.
Subscribe Unsubscribe