BUILT FOR CHANGE

101 USE CASES

2020 EDITION

1 1
5G and 4G use cases that use digital BSS
to grow revenues, open new markets
and increase customer loyalty
WHITEPAPER
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INTRODUCTION

When 3G first appeared there was one policy use case – managing fair usage. And that was
it. Charging was a way of collecting payment from pre-paid customers for texts, minutes
and MB of data. Then came 4G. Things started to get interesting. Charging became a way
of developing and monetising new offers. Policy advanced to support app / time / device
based service passes and parental controls. With more and more content partnerships the
focus moved to agility and enabling a fast time to market. How quickly could service providers
launch new offers and get early market advantage? As 4G matured, so did the number of use
cases enabled by policy and charging.

With 5G the game has changed. Policy is no longer seen just as a network control function
and charging is not just about collecting payment. They are now strategic business enablers.
With the emergence of network embedded services, network slicing and the ability to spin
up individual sub-networks with their own quality of service (QoS) and monetise accordingly,
policy and charging are enabling new B2B, B2C and B2B2X services. The role of policy and
charging is becoming more important for service providers as it serves as a ‘value plane’
bridging business, IT and network functions. This allows the service provider to play a central
role in delivering the value of the 5G network and generating increased revenues, and not
playing the role of ‘connectivity provider’ or even worse a ‘dumb pipe’. This guidebook
highlights service provider examples where 5G enables a rich range of services for consumers
and enterprises.

The potential number of 5G use cases is huge. New ones may come and go very quickly, and
the most successful ones probably haven’t even been thought about yet. Service providers
need to be ready to quickly support new use cases as well as try out new business models. The
old adage of try fast, fail fast, learn fast will be very applicable with 5G and service providers
need to be able to try out new ideas quickly and cost effectively.

However, this guidebook is not just about 5G. There are many examples of how service providers
are using policy and charging enabled use cases to grow their existing 4G business. This
guidebook presents a wide range of examples that show how service providers are increasing
customer loyalty, upselling complimentary offers and are rolling our group / share schemes.
Also examined is the emergence of digital first sub-brands, content bundles and convergent
offers, the roll out of new IoT offers and how service providers are offering non-telco services
such as financial services. One of the sections in this guidebook reviews some of the use
cases that service providers have rolled out to support the societal and economic changes
resulting from the Covid-19 pandemic. With the increase in on-line activity since March 2020
many service providers have stepped up to the mark to ensure that societies, communities
and workplaces remain on-line.

The marketing team at Openet have been busy developing this guidebook that shows a sample
of the use cases that policy and charging can enable. I hope you find it interesting.

Martin Morgan - VP Marketing, Openet

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CONT E NTS Click the chapter heading below to bring you to straight to the start of that chapter

1 5G - Enterprise PAGE 4

2 5G - Consumer PAGE 14

3 Content Bundles PAGE 26

4 IoT - Enterprise PAGE 32

5 IoT - Consumer PAGE 39

6 Group & Share Schemes PAGE 46

7 Convergent Offers PAGE 57

8 Increasing ARPU Through Loyalty Schemes

& Upselling PAGE 64

9 Mobile Financial Services PAGE 70

10 Second Brand PAGE 75

11 Offers Related to Covid-19 PAGE 83

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5G
ENTERPRISE
By Frank Healy - Product Marketing Manager, Openet

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1 5G - ENTERPRISE

Introduction
As 5G rolls out rapidly, many service providers are defining their strategic positions from
which use cases will follow. This is especially important for the enterprise market, which
many in the industry are arguing will represent the greatest portion of 5G value. At Openet
we have identified four key service provider strategies that 5G will better enable due to
the flexibility and openness of the enabled network. These are broken down by the amount
of risk and involvement down to the end (in this case enterprise) customer as well as the
resulting value. Given the early stage of development of (especially stand-alone) 5G, these
are somewhat predictive groupings but we provide examples where we believe they currently
exist. These are not mutually exclusive groupings and some service providers may offer all
four flavours of B2B2x offerings.

At one end (low risk, lower margin) will be pure “XaaS” wholesale models - often involving
“co-opetition” with other service providers. This is similar to wholesale offerings as they
would have previously been known to service providers but now more flexibly enabled in a
cloud and 5G context. At the other extreme of low risk but high reward is the enablement
of enterprise “specialist service provider”, where large enterprises take on roles of semi-
autonomous service providers for their particular environments. These enterprises will
enable a range of use cases “on behalf of” the service provider for their (typically large
or complex) environment. Additional strategic options for service providers are ecosystem
orchestration and more direct ownership of end-to-end enterprise use cases. 15 examples
with specific use cases are described below.

Figure 1: 5G GTM Risk Reward Positioning

Low risk

XaaS Specialist service provider

Risk

Ecosystem
E2E
High risk
orchestrator

Value $

Whatever the strategic focus, service providers are enabling more and more enterprise
opportunities by exposing more of their enhanced 5G capabilities to customers and
partners and becoming more cloud-flexible. Or to put it another way: by becoming more like
enterprise customers themselves.
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1.1 XaaS example: Network sharing & roaming for 5G

Networks, especially in a cloud-based 5G context are becoming more flexible and open to
partners than ever before. As 5G spectrum typically results in shorter coverage range than
its 4G predecessor, rollouts may need to be more concentrated. Most likely, service providers
will need an evolved network-sharing and roaming capability that did not exist with 4G.
Global-SIMs are expected to work everywhere and with 5G, a wider range of SIM-enabled
or e-SIM enabled devices will be expected to work everywhere. Devices will be expected
to simply work “out of the box” and “everywhere”. With a greater range of devices this
will require openness, partnership and control at a level not seen before by the telecoms
industry. It’s no surprise that AT&T and Japanese provider NTT Docomo have been moving
ahead rapidly with 5G roaming.

1.2 XaaS example: “Basic” network slicing

Analysts at Appledore Research define NaaS as when a wireless network’s resources are
easily exposed to third parties, making it possible for new services to be created with minimal
effort. As a subset of that, there is no doubt that “slicing as a service” has been hyped in
the run up to 5G rollouts but will start to come to fruition especially as stand-alone 5G
becomes more widely available. Systems integrators and larger enterprises will be looking
for dedicated network slices to run particular high-value services. Think of hospitals’ MRI
scanners that must have “total” reliability. The equipment may need to be allocated to a
specific slice but once installed will not need to be managed locally by the hospital. It just
needs to work with appropriate quality allocated when required.
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1.3 XaaS example: eMBB and FWA channel partner

enablement
The first wave of (typically non-standalone) 5G has already enabled enterprises to boost
existing speeds or achieve access that was unthinkable just a few years ago. This provides a
boost to partner systems integrators and enterprise customers alike. The rapid rollout and
10x speeds from enhanced mobile broadband (or eMBB) now available to enterprises can be
game-changing and represent a huge early 5G opportunity. Resellers often address specific
segments such as agriculture or SME or large businesses and have specifically tailored
solutions for each segment. Volume of connections or bundles of standard offerings for
their particular focus segments is their objective and quite often bespoke settings are not
needed. AT&T and T-Mobile USA have both been especially strongly promoting fixed-wireless
access (FWA) benefits through channel partners and can be expected to continue with this
approach.

1.4 B2B End-to-End example: Advanced

manufacturing enablement
Service providers may decide to provide focussed offerings end-to-end as the principle
B2B services provider. So for example they may supply services including high-definition
cameras to a car manufacturer that requires 5G and ultra-reliable low latency (URLLC)
on a production line. One such example has been the use of high-definition cameras on
production lines of car manufacturers in Korea as enabled by local service provider: KT. The
smart factory solution uses 5G to connect cameras and transfer high-definition image data
onto a cloud network in real time with near-zero latency to automatically inspect the quality
of products and control production.
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5G - ENTERPRISE

1.5 B2B End-to-End example: Enhanced emergency

response

First responders need to ensure that they have the dedicated networks at critical moments
and in locations that may not traditionally have high capacity but could become over-
burdened during an event that requires their presence. Think of a road traffic accident
at a (normally) relatively quiet location. Traffic congestion may build up rapidly and the
responders need to know that their mobile data (and voice) is not competing on the network
for bandwidth versus local residents’ streaming of video. With the right quality of service
prioritisation down to responder application level, perhaps further enabled by a network
slice, there will be reliable connectivity during the event.

1.6 B2B End-to-End example: Drones (yes, but now for real!)
It seemed like drones got a lot of attention at the start of 5G definition and rollout but their
move to commercialisation has commenced. With demands for low latency controls and
camera downlinks (in some cases 8K 360-degree cameras with live downlink). One such
example is drones used for bridge inspection developed by Intel. Other recent examples
have included the delivery of pharmaceuticals and medical supplies to remote parts of
Scotland and Ireland. Vodafone has been particularly active in this space. According to
research by NESTA, using drones to assist public services, including transporting the UK’s
National Health Service tests and samples and supporting the police and fire services, could
save the public sector there £1.1bn by 2035.
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1.7 B2B End-to-End example: Fleet Management

(who needs fully autonomous vehicles)
Enterprise clients with huge sunk investments in commercial fleets cannot wait for full
automation. It may be many years before vehicles (especially high-value commercial vehicles)
are fully autonomous but during interim stages, 5G will have an increasing role to play.
Many expensive commercial vehicles will be possible to retrofit to avail of benefits including
advanced mapping, collision avoidance and even night-vision safety equipment coming to
market. Many of these features will depend on the low latency (URLLC) and high-bandwidth
capability that 5G provides. With vast logistic operations in the USA, service providers there,
in particular Verizon, are driving such innovations (literally!).

1.8 B2B End-to-End example:

Road infrastructure capacity management
In the UK, O2 is involved with trialling Capacity Manager, which is designed to help reduce
road traffic congestion. Capacity Manager uses the 5G network to collect real‑time traffic
data. This data is then fed into a road network model which provides analysis on how to
reduce road congestion and help traffic flow more freely. As well as using real-time data
for modelling the system also uses historic road traffic data and AI to predict road traffic
congestion. This is just one of many projects that UK service providers are working on
with government agency Innovate UK, universities, companies and research bodies. Other
projects include autonomous mobility.
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1.9 B2B End-to-End example: KDDI – 5G remote controlled

construction equipment for disaster recovery
Japanese service provider KDDI has carried out trials for the use of 5G controlled construction
equipment to assist in disaster recovery efforts. Using a 5G network and 4K3D camera the
trials showed how a digger can be precisely managed using remote control.

Remote control of construction equipment is not new however, this is currently carried out
using wireless LAN, which provides low resolution images and makes the remote control less
accurate. With 5G, the videos from the 4K cameras are hi-res and delivered with low latency
and more devices can be supported. When compared to 4G enabled remote controlled
construction equipment, 5G supports 20 X more data, 10 X more devices, and a 10 X increase
in speed.

Being able to send unmanned diggers and other construction machinery into disaster zones
can help with early response. In many natural disasters such as earthquakes and typhoons
there is often a high risk of a secondary disaster. With 5G earlier disaster recovery work
can take place without risk to the rescue team. Also the disaster recovery efforts can be
accurate because the equipment service provider managing the remote control can see the
4K images in real-time and so operate the equipment in the most effective manner.
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5G - ENTERPRISE

1.10 Ecosystem Orchestrator:

General B2B2x enablement
Although it relates to more than a single use case we believe this deserves special mention
as it will ultimately drive thousands of use cases. Flavours include Platform as a Service
(PaaS) frameworks (such as Verizon Thingspace) and extend ultimately to providing for an
enterprise App Store where businesses as well as consumers will be able to select from a
huge range of enabled services. Everything will be facilitated from connected sensors and
traffic lights to security cameras and the multitude of yet-to-be-imagined services that 5G
and 5G-enabled IoT will make possible.

Rather than fully “owning” all services end-to-end, service providers contribute elements
including device supply, as well as support and connectivity. Verizon “Thingspace” is one
such example and provides a single point of entry for development, connectivity, testing,
and automation tools for IoT. From choosing the right devices and connectivity options
to bundling them with services for device management, security, location, advanced
diagnostics, and firmware updates, enterprises are able to access a variety of tools as well as
a marketplace for their solutions. Verizon’s cloud partners including Amazon and Microsoft
allow for ease of deployment, scaling and added analytics. Roaming agreements for 5G will
eventually cover the 200 or so countries covered with 4G. Other large service providers
evolving IoT ecosystems include AT&T and Vodafone.

1.11 Ecosystem Orchestrator Industry vertical

focus - China Mobile - taking healthcare to the Edge with
5G medical Edge cloud platform
In June 2020 China Mobile launched China’s first 5G medical edge platform. This is aimed
at providing the medical industry in China with a private 5G network and services that cover
5G connectivity, computing, storage, service and security. This enables innovative medical
applications, such as remote diagnosis and surgery, AI assistance, mobile medicine and
surgical instruction. China Mobile call out that their 5G Medical Edge Cloud Platform has
integrated 5G slicing and edge computing technologies thus being able to support a wider
range of URLLC use cases and provide the required quality of services.

China Mobile has nearly 100 medical applications deployed on their 5G medical edge
cloud and says that this will accelerate the large-scale applications of China Mobile’s new-
generation 5G smart hospital solutions.
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1.12 Specialist service provider for specific segments

& facilities: Advanced campus
In such a rapidly evolving market, key service-definition elements such as policy control
and charging are available at the edge, meaning that a campus, airport, hotel facility etc.
has control to define localised services for local users and even control how defined users
are charged. So for example, a large college campus may have 50 thousand or so students
and large numbers of staff with diverse requirements. Students might receive a particular
quality of service in their dorms but critical research equipment in labs may need slice-
based reliability and quality of service as defined by on-campus IT teams. Other customers
on campus might include staff (whose lectures and demos require video and perhaps VR/AR
enablement). Additional service companies operating on campus such as security or utility
companies may need intermittent but definable grades of service. The campus IT team may
even need to charge for such services on a prepaid as well as postpaid basis.
Customised tablets

CCTV Sensor

PanaBoards Mobile device

Wi-Fi Touch boards

Interactive projectors

1.13 Specialist service provider for specific segments

& facilities: Efficient port / Airport
Similar to the campus scenario, a port or airport may have several square miles / kilometers
with multiple use cases to enable. Some use cases may have high safety and productivity
requirements (such as remotely-controlled cranes requiring URLLC and edge-based control).
Others may require high quality voice (for example, ship-to-shore voice over new radio). But
all may need to be managed locally by local IT teams requiring local configuration authority.
Estimates vary, especially based on events in 2020 but “smart airport” market value alone
is estimated at $25bn by 2025 (Grand View Research). Rapidly advancing international
airports to watch include: Dubai, Singapore and Incheon in Korea.
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1.14 Specialist service provider for specific segments

& facilities: Maritime transport
Vodafone Germany is deploying 5G technology at the Port of Kiel. This is to support the
Förde 5G project in the port. The aim of the project is to examine how 5G can enable partial
and ultimately autonomous operation of passenger ferries. It will also provide supports for
port logistics and sailing.

This involves Vodafone Germany providing a 5G network that will cover part of the Kiel
Fjord, which is a 17‑kilometre inlet of the Baltic Sea.

Förde 5G is part of the Clean Autonomous Public Transport Network (CAPTN) initiative of
Kiel University whose aim is to develop autonomous bus and ferry services, with a pilot
application in Kiel. Vodafone’s participation in this project is part of their plan to provide 5G
coverage along Germany’s waterways.

1.15 Specialist service provider for specific segments

& facilities: Smart Factory for automobile
production (Private Network)
Some large manufacturers are taking further steps towards owning their own 5G networks
and even owning their own spectrum. Both Audi and Mercedes-Benz have been allocated
spectrum in Germany. Mercedes-Benz hopes to optimise production processes in its factory
with new features. This includes capture of vast amounts of data, accurately locating
products on the assembly line and intelligently connecting machines and systems with each
other to support efficiency and accuracy in various production processes.

5G delivers fast data transfer rates in the gigabit range, extremely short latency times and
high reliability. Multiple factory applications can be expected from Mercedes-Benz as it takes
full control of its own network.
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5G
CONSUMER
By Martin Morgan - VP Marketing, Openet

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2 5G - CONSUMER

Introduction
5G isn’t just faster 4G. It could be argued that 4G helped enable the rise of OTTs such as
Uber, Facebook, Google, etc and the service providers got (ever decreasing) connectivity
revenue. While you need content to drive usage what we’re seeing in 5G is service providers
play a more controlling role in the 5G value chain and selling the services direct to their
customers. There’s also a range of 5G FWA (fixed wireless access) being rolled out as an
alternative to fixed line broadband services and the roll out of VR services that take 5G
beyond the handset.

2.1 Vodafone UK – The need for speed

When Vodafone UK launched their 5G service based on speed tiers the rational
was that consumers may not know how much data they use, but they’ll be able to tell the
difference between speeds.

Vodafone’s speed tier based plans come with unlimited data and the download speed tiers
are max 2Mbps (unlimited lite), max 10 Mbps (unlimited) and ‘Fastest Available’ (unlimited
max). In order to attract customers to these plans Vodafone offer 6 months half price – so
entry level 2Mbps plan is £11 / month, as opposed to normal price of £22. On their website
Vodafone provides a lot of information on the suitability of different speeds. For example,
the 10Mbps speed tier is “great for watching movies on-the-go” and the Fastest Available
tier is “best for super-fast downloads and UHD streaming”.

Vodafone also offer entertainment bundles where the customer can add YouTube Premium,
or Amazon Prime or Spotify to their bundle. There’s a £4 premium on the Fastest Available
entertainment bundle (£37 per month) over the 10Mbs entertainment bundle (£34 per
month), which highlights how much Vodafone feel customers will value speed.
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2.2 SK Telecom – Game on

South Korea Telecom have partnered with Microsoft to provide ‘SKT
5GX Cloud Game’ powered by Xbox Game Pass Ultimate in Korea. ‘SKT 5GX Cloud Game’
gives users access to more than 100 games in the Xbox Game Pass catalog for KRW 16,700
(approx. US $14.40) per month.

Users can access the cloud server to play games on Android phones or tablets. They can
also download and play Game Pass titles on their PCs and Xbox consoles as part of their
subscription. SK Telecom have said that the service is also available to subscribers of other
mobile carriers in Korea so they see 5G gaming a lure to attract new customers as well as
generating revenue from their existing base.
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2.3 CSL – Fitness and augmented reality

Hong Kong service provider, CSL is using 5G to deliver virtual fitness classes to
their customers. CSL offers four ‘5G Experiences’ including entertainment, gaming, 5G lens
and sports & fitness.

Their KARA fitness offer gives access to ‘star coaches’ and costs HK$99 (US $12.70) on a
monthly plan or HK$78 (US$10) per month on a 24 month plan.

Also worth noting is the CSL 5G lens service. This is an AR service that can provide visual
effects and information over well-known Hong Kong landmarks, but it can be used to receive
marketing offers and promotions from CSL partners in real-time. The opportunity here is for
the delivery of personalised and real-time contextual offers and the service providers either
get an advertising fee, or indeed a percentage of the partners’ revenues from purchases
made relating to the AR offers.
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2.4 Optus – 5G home broadband added

– with satisfaction guarantee
5G FWA (fixed wireless access) was one of the first 5G use cases to
be rolled out. In Australia Optus is promoting an average download speed of 214Mbps with
a satisfaction guarantee that customers will get at least 50Mbps. One of the main customer
complaints about broadband advertising was the use of the term ‘speeds up to’. Promoting
average speeds backed up with a minimum speed guarantee could be appealing to many
customers.

Optus 5G home broadband is a 2 year contract and comes with Optus Sport bundled into the
offer. Under the satisfaction guarantee if a customer isn’t getting at least 50 Mbps then they
cancel the service at any time with no cancellation fees.
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2.5 Orange Romania - Roaming allowance

as a differentiator
With unlimited data offers becoming the norm for 5G, how many ways can
service providers differentiate between tiers? Orange Romania have taken the view that
volume of 5G roaming data combined with number of TV channels will entice people to
move to higher tiers. Their basic 5G offer provides unlimited data, with 7.2GB of roaming
data (for use in European Union) plus access to 32 TV channels on Orange TV, for €15 per
month. The next tier provides 9.6GB of European roaming data with 32 TV channels and
the most expensive tier at €25 per month provides 12GB roaming allowance and 93 TV
channels.
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2.6 AT&T – Offering sports fans AR based

stadium experiences
AT&T has three 5G tiers, with the highest, AT&T Unlimited Elite, having HBO
Max bundled in. At this tier AT&T also offers $10 saving for signature program members. This
means if your employer, school, college or organisation is a member of the AT&T signature
program you’ll save $10 per month. Which is a good example of group schemes.

However, AT&T are looking to over and above the normal offers of unlimited data plus TV,
by offering sports fans an enhanced 5G fan experience when they attend football games
at AT&T stadium. Fans can have AR based experiences like Live Game Data & Time Tackle,
where fans can see the team’s performance and view live player stats using localised AR
content on 5G handsets.

Other experiences include 5G immersive columns, where fans can be immersed with short
videos of the players so that they can share these with their friends. Others include AR
based ‘hype up chants’ where fans can see 36 foot AR images of the players through the
camera of their 5G phones.
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2.7 KDDI : Give it back

Japanese service provider KDDI offers unlimited data with content (YouTube
Premium, Netflix and Apple Music). However, not everyone will use huge volumes of data
every month, and one of the big pains for consumers in 3G and 4G was the ‘loss’ of unused
data at the end of the month. Which explains the popularity of ‘roll over data offers’.
However it’s hard to do roll over data when the package is unlimited. So what KDDI have
done is to automatically discount a customer’s bill by Y1480 (US$14) if the customer uses
under 2GB of data in a month.

2.8 Korea Telecom: Fast, convenient and

immersive
Korea Telecom describe their 5G services as “fast, convenient and immersive”.
Their most popular 5G plan is their Super Plus Plan. This is positioned for subscribers who
“value media-related experiences” and as such looks to enable the immersive experience.
At 90,000 WON (US $78) it’s one of their more expensive 5G plans – however more than
60% of new 5G subscribers opt for this offer.

As well as unlimited data customers can pick 2 options from what’s called ‘Season Choice’,
which provides different 5G entertainment offers.

contd. on next page

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Korea Telecom: Fast, convenient and immersive

Video (Season app) – Korea Telecom’s content service providing movies, dramas, performing
arts, and professional baseball. This includes VR - games, videos and VR based TV delivered
over 5G.

Web Fiction / Webtoon - Webtoons and popular web novels and unlimited viewing of new
works that are updated every month.

Music – Korea Telecom promote their Genie Smart Music service as the world’s first music
streaming service delivered using flac 24bit (studio quality original).

The focus on quality from studio quality music streaming to the prominence of their VR
offers shows why Korea Telecom is promoting 5G as delivering an immersive experience.
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2.9 Verizon 5G home internet: Promoting

internet of another kind
Verizon 5G Home Internet is promoted as ‘internet of another kind’ which
delivers Gigabyte speeds with no hidden fees or contracts. The service makes good use
of service and content bundles to make it an attractive proposition for anyone looking at
home broadband. With typical speeds of around 300Mbps and maximum speeds up to 1
Gbps these are often faster than fibre powered fixed line broadband.

Verizon provides cross product discounting so for qualifying Verizon wireless customers
who pay with Auto Pay pay $50 / month for 5G Home Internet, representing a $20 saving
over standard rates. For customers who enrol in Auto Pay and paperless billing there is a
$10 monthy saving.

The 5G Home Internet service comes with Disney+ free for 6 months and Stream TV free
of charge.

The kit delivered includes a 5G receiver to connect the home to the Verizon 5G network
and an Alexa enabled home router. Verizon also sells a range of additional equipment to
connect your home – from Amazon Echo, to Google Nest Smart Home devices, to Ring
Doorbells and Security Cameras.
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2.10 Sunrise – 5G Prepaid

Swiss service provider Sunrise offers a 5G prepaid service. Offering unlimited
data this service is valid for 7 days and costs CHF 19.90 (US$21.60). Aimed at tourists and
visitors to Switzerland this makes sense, as Switzerland is not a member of the European
Union and therefore many roamers from EU countries could run up hefty data roaming bills
if they spend a few days in Switzerland.

Sunrise post-paid 5G mobile offers are priced based on speed tiers (100Mbps, 200Mbps and
2Gbps), and this pre-paid offer provides the highest speed of 2 Gbps, so in comparison with
the post-paid plans it’s quite competitively priced and could be used by customers who don’t
want the added TV service or roaming offers that come with the 2Gbps post-paid plan that
costs CHF 100 per month.

Customers of the pre-paid plan set up payment on their bank account and there is an
automatic renewal every 7 days.
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2.11 Rakuten – Disrupting the market

In September 2020 Rakuten Mobile in Japan launched their 5G service
with aggressive pricing that they promote as being 71% cheaper than their competitors.

Rakuten is a strong proponent of open technologies and have claimed that the savings
through the use of, for example, OpenRAN, can be passed back to customers which means
cheaper prices. Rakuten also have a range of digital services for enterprise and consumer.
These cover a wide range of services from Rakuten drones to Rakuten analystics to
Rakuten sports, health, etc, etc. It would make sense for Rakuten to lower the costs of
using mobile services which in turn could increase the take up of the range of Rakuten
branded digital services.
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CONTENT

BUNDLES
By Jonathan Plant - Marketing Director, Openet

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3 CONTENT BUNDLES

Introduction
As voice, text and data have almost become a commodity, service providers have had
to react by offering something a bit more with their price plans, something that could
differentiate them from their competitors. Content such as movies, gaming or music can
come at a price for consumers to get access to. So service providers are starting to include
some of these pieces of content depending on the needs or wants of their customers for
free as part of their price plan and sometimes also free rating the data to access this
content too. In this chapter, we explore some of the different content bundles that are
targeted towards different segments and customer types.
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CONTENT BUNDLES

3.1 eir Ireland offer Apple TV and Amazon

prime for new customers
eir, the Irish fixed, mobile and TV after provider, now offers their TV service
through an Apple TV 4K box as part of their broadband & TV packages. Rather than
developing their own box and selling, they provide the Apple TV box and provide eir TV
as an app on the device. Not only do their customers get to use a range of other apps on
the device to access content, they get access to Apple TV+ original shows and movies,
however this is only free for 3 months as an introduction and €4.99 after that. They also
offer 12 months free Amazon Prime Video which comes with a vast array of TV shows and
movies as well as some sporting content. But this is then charged at €5.99 per month after
12 months.

3.2 Yoodoo’s pick & mix add on

Yoodoo Malaysia has updated their price plans to include at least 18 content
and social media add-ons that the customer can chose from when they sign up to one of
their post-paid plans. The add-ons range includes Facebook, WhatsApp, Netflix, Spotify,
and VIU, but what’s interesting is the add-on that they chose comes with 20GB of data,
though this data is capped at this point. Customers can also opt to purchase additional
add-ons and the company even offers a deal for customers who purchase 10 add-ons, they
can get 1 free.
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CONTENT BUNDLES

3.3 700+HD games as part of your mobile bundle

Dhiraagu, a service provider based in the Maldives has launched a “Gamehub”
platform which means their mobile customers get access to 700+HD games and they have
free rated the data used to download the game as part of their plan. The games available do
not include any in app purchases which will be some relief to parents who might be signing
up to this package for their kids. They also offer these plans in weekly or monthly formats to
make it more flexible for their customers.

3.4 Digital solutions for B2B customers

Digi, the Malaysian service provider launched in July 2020 new price plans
designed for their business customers. As business customers are generally not going to
be interested in streaming, gaming or music it’s important that offers are available that
can help their businesses. The two price plans come with different digital solutions one is
focused on online business needs where the other is more operational needs. The online
business plan includes access to Asana, a digital commerce platform and the functionality
to send out 1,000 business SMS alerts to your customers. The operational price plan
includes access to a virtual mobile receptionist as well as a digital HR solution. It’s easy
to get caught up on focusing on your consumer customers but this shows that there are
solutions out there for business customers who might need assistance with their digital
needs.
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CONTENT BUNDLES

3.5 Free rated data on meeting places

Celcom, the Malaysian service provider has launched a tablet bundle

with 15GB of data and an 8” tablet for students or small businesses who need access to
online meeting places. What they define in their plan as meeting places are as follows,
Zoom, Microsoft Teams, Google Meet and WebEx Meetings. This data only plan is priced
at MYR45 ($10.75) per month. You can also purchase additional add-ons which include
unlimited social, video and gaming passes.

3.6 VPN and safeguards included in kids

price plans
Telenor Norway have split their price plans into different categories, under
11, 12-18, 18-28 and everyone else. But the focus for their price plans for kids under the
age of 18 is that of safety. They provide a VPN as standard on these price plans to ensure
that all details are fully secure, parents have the re-assurnace that blocks are in place for
unwanted content. Data control is also available to ensure there is no bill shock at the end
of each month, and importantly they provide assistance around cyberbullying where kids
can reach out or report on unwanted activity. It’s not all about safety too, they are also
concisions that under 18s like music, so they do not charge for data for the use of OTT
music apps such as Spotify, Deezer, Sound cloud and many more throughout the EU.
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CONTENT BUNDLES

3.7 TikTok Data bundles

As the world has gone TikTok mad, Namibian service provider, MTC quickly
jumped on this craze by offering a specific data bundle for usage only on the TikTok mobile
app. They are offering 1, 7 and 30 day packages starting from as little as $0.29 for 800MB
of usage. As part of the launch, they offered 10% additional data free when the customer
purchased the bundle directly from their phone. When a service provider sees a rise in traffic
form a new social media app, it’s important that they can turn around a targeted offer to the
users quickly to help drive additional revenue from millennials and gen z’s.

3.8 Unlimited GBs for chat, social and maps

Vodafone Italy have a new price plan that is designed for the youth
market and priced from under €10 per month. The plan includes 20GB of data but the
difference is that they offer a wide arrangement of free rated apps so that they don’t eat
into their data allowance. Under the topic of chat, they get free rated WhatsApp, Facebook
Messenger, Skype, Hangout, iMessage and many more. Under maps, they get Google Maps,
Genius Maps, Copilot, Waze plus a list that keeps growing. It also includes free rated data
on a vast list of social media platforms including Facebook, Instagram, LinkedIn, Snapchat
etc. However what’s different with the social media platforms is that if a customer was to
watch a video on one of the platforms the quality is capped at 480p and my opting to go
for a higher quality they will soon be stopped. But with all these apps that are free rated
for a youth segment, it’s hard to think what they could use their additional 20GB up with.
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IoT
ENTERPRISE
By Frank Healy - Product Marketing Manager, Openet

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4 I OT – E N T E R P R I S E

Introduction
In the following section we provide IoT examples across various industries that are selected
based upon Deloitte’s estimations of where 5G value will be derived from in the coming
years.

Fig. 2 Economic efficiency driven by 5G investment (in US$), 2020-2035

Source: IHS/ Deloitte

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I OT – E N T E R P R I S E

4.1 Manufacturing & Agriculture:

Smart manufacturing - sensors and automation

By now, most people have seen images of robots in car factories and warehouses providing
“behind the scenes” efficiencies. ABI Research forecasts that the smart manufacturing
market will grow to US$1 trillion with 4.3 billion wireless connections by 2030. Further, the
move to private cellular has the potential to boost gross margin by 5% to 13% for factory
and warehouse operations that fully embrace “Industry 4.0”. This sector will represent the
largest opportunity for some service providers in the coming decade.

The UN projects that the world’s population will reach 9.7 billion by 2050, causing global
agricultural production to rise 69% between 2010 and 2050. Additionally, tech giant IBM
estimates that the average farm can generate half a million data points per day – helping
farmers to improve yields and increase profits. This could mean hundreds if not thousands
of sensors per farm unit. It represents a huge challenge (in terms of coverage, partnerships
and delivery) for service providers. As a concrete example, John Deere (one of the biggest
names in farming equipment) has begun connecting its tractors to the Internet and has
created methods to display data about farmers’ crop yields. Similar to smart cars, the
company is pioneering self-driving equipment, which would free up farmers to perform
other tasks and further increase efficiency. Their determination to see 5G coverage is
summed up by Dan Leibfried, director of advanced technology at John Deere’s Intelligent
Solutions Group: “We want to make sure that every ear of corn and stalk of soybean has the
opportunity to succeed”.
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I OT – E N T E R P R I S E

4.2 Government, Public Sector & Utilities:

Smart City Landscaping: Smart metering with NB-IoT,
CAT-M or LoRa
Every year the International Institute for Management Development (IMD), publishes
a “Smart City Index” ranking the most connected and evolved cities. The primary test is
whether citizens have felt benefits. Undoubtedly, Covid-19 has accelerated a shift towards
more inclusive, greener, smarter cities. Many so called “second cities” where progress on
connectivity can be more easily made are gaining ground on larger cities. In 2020, Singapore,
Helsinki and Zurich topped the ranking but expect to see many more small cities move up
the rankings in 2021 and beyond. (https://www.imd.org/smart-city-observatory/smart-city-
index/).

As cities evolve, utilities need to move online and provide real-time visibility of usage to the
utility itself as well as users. Smart meters help customers use less and cheaper electricity.
Smart meters eliminate estimated bills, provide customers with better information on their
actual energy usage and enable them to reduce their carbon footprint. From the utility
company’s perspective they reduce maintenance as well as bill-shock and operational costs.
Problems such as non-normal levels of usage can be identified in real-time and corrected
rapidly. In France, LoRa is being used by Nova Veolia and its subsidiary Birdz, in collaboration
with Orange Business Services, to connect over 3 million water meters to the LoRa network
of Orange. Their goal is also to read more than 70% of their meters remotely by 2027.
But that is just water meters. Many more meters will be needed. According to Navigant
Research, the global penetration rate of smart electricity meters is expected to near 59
percent by 2028. Expect this to be a massive B2B-led opportunity through the 2020’s and
better enabled by 5G’s higher density capabilities.
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I OT – E N T E R P R I S E

4.3 Construction & Real Estate:

Automation, safety and monitoring

There are a wide number of ways that IoT is impacting the construction industry. Planning
and modelling (or “digital twins”) can provide a steady stream of data as variables evolve on
site. Benefits enabled can include project cost reduction and task prioritisation through to
employee safety, productivity management, predictive maintenance and waste management.
Real-time automation of the construction process itself is one of the most popularly
described segments of construction applications. It consists of autonomous applications
like robotic masons, welders, and cranes that leverage data from sensors in real-time to
trigger specific actions. Undoubtedly, low latency benefits of 5G will provide further benefits
as more heavy machinery is controlled from geographically distant offices. 5G is likely to
provide the required fixed-wireless access (FWA) for reliable high definition video in remote
locations. In advance of 5G, Caterpillar, the largest construction equipment provider globally
partnered with AT&T to provide 4G LTE connectivity to its customers across the globe. AT&T
provides a global SIM Card in addition to IoT management services to track, manage, and
deploy asset connectivity across 155 countries. This will mean Caterpillar has millions of
connected machines by 2025. It forms an essential element of its expected 25% CAGR
through 2025 according to Counterpoint research.
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I OT – E N T E R P R I S E

4.4 Logistics:
Warehouse automation

Juniper Research predicts that IoT platform revenues are expected to reach $66 billion in
2020, an increase of 20 percent. There is no question that 2020 will result in shorter or
more reliable supply chains and this has implications for already rapidly evolving warehouse
automation and logistics. Sensors, data pooling, enrichment and AI/ Machine Learning can all
be expected to progress rapidly in coming months and years and based on already successful
examples. Union Pacific — the largest railroad in the United States — has introduced IoT as
a valuable asset in monitoring the reliability and condition of its equipment. The company’s
IoT-based system predicts equipment failures and reduces derailment risks through an array
of acoustic and visual sensors on tracks. These monitor the integrity of train wheels by
sending more than 20 million temperature readings per day to the Union Pacific data centre.
Every incident avoided (on average 3 per day) can save $40m per incident.
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I OT – E N T E R P R I S E

4.5 Health & Education:

Healthcare facility efficiencies

Massive IoT strides had already been taking place ahead of events in 2020. Consider
Saratoga Hospital in Saratoga Springs, N.Y., USA. The hospital found itself bogged down with
administrative tasks — such as taking patients’ vital signs every few hours — and manually
logging the results.

In an effort to improve clinical outcomes and enhance patient safety, the organisation
turned to Philips for IoT-enabled patient monitoring technology. Philips’ IntelliVue Guardian
Solution automatically acquires patients’ vital signs and helps identify subtle indicators of
deterioration, alerting caregivers to take swift and effective action when needed.

Since its adoption of the Philips system, Saratoga Hospital had seen a 63 percent reduction
in transfers to its intensive care unit by late 2019.

For further use cases relating to healthcare and other campuses, see also our section on
Enterprise 5G.
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IoT
CONSUMER
By Julia Hogarty - Product Marketing Manager, Openet

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5 I OT – C O N S U M E R

Introduction
What was once a spooky concept limited to Sci-Fi films, the ‘Internet of Things’ has pervaded
our lives across the 4G era. From connected cars finding the most convoluted route home to
prototype smart watches granting greater calorie losses than we deserved, some consumer
IoT efforts have been slow to realise real value for our lives. However, consumer faith is on a
resurgence and what were once only the indulgences of rich techies are now devices which
transcend all facets of life.

Here, we will look at some innovative new concepts being trialled in the market which aim to
make our daily lives easier and inject a layer of practical intelligence in the technology we
depend on every day. From smart washing machines to smart lamp posts, inanimate objects
are no more. In a world where people are continuously connected, so too should our devices.
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5.1 Vodafone’s smart product recall system

Vodafone is developing a product recall system that allows manufacturers to notify
consumers of recalled faulty or potentially dangerous electrical goods and shut them down
remotely if needed. Vodafone’s R&D team have built a prototype system which uses a small
electronic device module - similar in size to a SIM card - installed within the appliance to
provide a link over Vodafone’s network. This allows a manufacturer to alert consumers to
potential issues with appliances or remotely disable them if necessary. In situations that pose
no risk, companies can send a message via the Vodafone system to an LED on the product
to notify consumers of the recall of their appliance. The IoT module works independently to
the host product and uses only a small amount of direct current (DC) battery power to avoid
the mains power supply.

With many large appliances recalled each year worldwide and serious faults frequently
linked to fires, the Vodafone Safety Alert Message Indicator (SAMI) aims to overcome the
issue of manufacturers not being able to contact the affected customers. This is particularly
relevant if the appliance is not registered to a postal address or is re-sold. The manufacturer
can also keep an audit trail of messages delivered successfully to their customers using this
Vodafone service.
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I OT – C O N S U M E R

5.2 NOS Portugal launches IoT tariffs for consumers

Portuguese service provider NOS announced its first IoT prices managed by its application.
They offer an array of IoT services for consumer needs, ranging from monitoring devices for
pets to keep track of your four-legged friend and children to be notified when they leave a
defined ‘safe zone’ and luggage should any go missing! They also offer multi-purpose locators
which can be connected to everything and everyone. You always know your location and
receive alerts from security zones. Their IoT suite of services also offers an IoT Smartwatch
Card, which gives the smartwatch connectivity, enables you to send and and receive calls
and texts and listen to music on your run.

All devices boast of a four day battery life and are 5G-ready. Each service involves a one-off
upfront cost, with the first three months of service complimentary and a recurring monthly
fee there on out. NOS launched its first 5G smartphone in August 2019 and is waiting for the
final terms of the 5G license process, expected to conclude by the end of 2020, to determine
future mobile investments.
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I OT – C O N S U M E R

5.3 DTMobile & China Mobile enabling smart parking

Smart Parking, powered by narrowband IoT, is making it easier for drivers to locate available
parking spots. As drivers scouring the cities for parking create considerable congestion and
pollution hazards, cities can now better manage parking resources and maximise potential
revenues. Smart Parking services can significantly reduce the challenges associated with
traffic management by guiding drivers directly to available parking locations.

China Mobile, partnering with DTMobile, have initiated multiple Smart Parking pilots across
Yunnan and Southeast Guizhou. The solution consists of a number of smart parking modules,
including parking bay detection, license plate recognition, mobile payments, parking guidance
and an intelligent parking management system. Based on LTE networks, NB-IoT has proven a
good fit for smart parking as it supports long battery life and widespread coverage, allowing
sensors to be fitted in any location.
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I OT – C O N S U M E R

5.4 Hutch launches eHealth solution enabling Virtual

Doctor visits

In Sri Lanka, Hutch has partnered with leading telemedicine provider, oDoc, to launch 24/7
online GP consultation services directly to Hutch Sri Lanka subscribers within 3 minutes of
booking an appointment. The service means that customers will no longer need to wait in a
waiting rooms to see a doctor, which is invaluable at a time when COVID-19 is driving people
away from in-person consultations. For Sri Lankans living in remote regions with limited
access to medical services, this virtual service opens up new opportunities to access quality
healthcare from Colombo while eliminating travel costs.

The service is charged on a monthly basis and is automatically renewed at the start of each
billing cycle. The service provides GP consultations as part of the monthly fee, while you can
also elect to talk to a specialist for an additional cost. With Hutch-oDoc, customers can avail
of unlimited virtual GP visits at any time from the comfort of their own home.
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5.5 China Mobile deploys connected street lamps for

Smart Lighting
LED street lighting is transforming the urban environment and making the maintenance and
control of street lighting more efficient and cost effective. In the past, sodium lamps were
expensive to install and maintain, requiring regular manual inspection. Across China, these
traditional lighting methods are being replaced by intelligent LED alternatives. LED lighting
is both simpler to control and cheaper to operate, allowing for the centralisation of control
to be conducted from a single operations centre.

China Mobile has a 2G/GPRS-powered smart street lighting service available today and is
deployed across a number of cities. The solution can integrate with various kinds of sensors
into the connected street lamp, including environmental sensors, traffic sensors and security
monitoring devices. In turn, making full use of the connectivity nodes available.
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GROUP
& SHARE
SCHEMES
By David McGlew - Marketing Director, Openet

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6 GROUP & SHARE SCHEMES

Introduction
With many digital transformation projects underway service providers having developed
better digital capability to enable a much slicker end user experience and a much more cost
effective model to serve. This coupled with the rising need among families to control their
kids’ smartphone usage has seen a resurgence in family plans, with more of an emphasis
on tailoring to each member of the family’s needs. We will look at what some of the leading
service providers’ have developed in this space, taking account of two trends in the market :

1. Sharing proposition in both the family and businesses focused on providing control and
transparency

2. Discounting tariff plans based on the number of subscribers attached to the group
account, to ensure a higher lifetime value of the group

As well as sharing we’re also seeing the emergence of gifting. Typically this has been gifting
a set amount of data, where someone could give, say, 1GB of their allowance to a friend.
However, as can be seen in the images below, mobile customers can potentially gift any
service that runs on a mobile device.

The screen above shows different offers that can be gifted. These could be 24 hours of
Spotify premium or iTunes Music for 1 week. These are some examples of content gifting -
others could be access to the pay per view boxing match, or a 24 hour pass to the sports or
movie channel. The screens above are from the Openet Connect app.
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GROUP & SHARE SCHEMES

6.1 Just Kids from Verizon

While there may still be debate over the pros and cons of early mobile
phone ownership by children in certain quarters of the world, Verizon is looking beyond
this and offering a new tariff package called “Just Kids” to make it “easier for families to
call a technology truce”.

Just Kids comes with the Verizon Smart Family app, allowing you to select your kid’s
contacts, set data usage, enable content filters to block inappropriate content, limit access
to certain apps, set screen time, track location and more.

The Just Kids plan includes:

• Unlimited 4G LTE data at 5 Mbps

• Verizon Smart Family Premium for parental control and location tracking ($9.99/
month value)

• Unlimited talk and text with up to 20 parent-approved contacts

• DVD-quality streaming (480p)

• Safety Mode” switched on, that is when the child goes beyond the 5GB data limit, the
speed will be capped at 128 Kbps without additional data charge

To be eligible for “Just Kids”, at least one of the lines on the family account needs to be on
an “Unlimited” plan.

Pricing: Prices depending on how many and what types of Verizon lines the family have. At
the top end, with only two Verizon lines on the family account, the “Just Kids” plan would
cost an additional $55 per month. On the other end, if the family account has four lines the
“Just Kids” addition will cost $35 per month.
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6.2 Orange - Block or non Block - Helping

parents manage data overage for kids
In France, Bouygue, Orange, and SFR all have offers for children. A relatively
comparable offer, Orange’s “2h 5Go” package comes at €6.99 per month that gives the
child 5GB data that can be used in France and Europe, unlimited talk time with three
numbers and two hours’ talk time with other numbers in France and Europe, as well as
unlimited SMS and MMS. Parents can choose to “block” the package, meaning the child
will not be able to call or text premium numbers, outside of Europe, and not go beyond the
data and call time limits.

6.3 Telia’s kids plan- Unlimited data in Finland

and roaming in other Nordics countries -
but cap the speed
The Finnish service provider, Telia offers “Rajaton (“unlimited”) 2Mbps
priced at €19.90 which will give the child unlimited 4G data inside Finland and the other
Nordic and Baltic countries, with the speed capped at 2Mbps. 250 minutes’ talk time
and 250 text messages are also included, as well as 8GB data while roaming to other EU
countries outside the Nordic and Baltic regions.
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6.4 Virgin Media Family plan - for every additional

SIM you get an additional £2 discount
Virgin Mobile in the UK has launched a Family Plan for families who have
Virgin Media broadband or TV. The plan groups together up to five SIMs on one account
and for every SIM added you get a £2 monthly discount.

It says five people on the plan could save up to £96 a year in total.

The Family Plan also comes with unlimited calls between family members on the account.
The main account holder can view each individual mobile plan, manage data and device
usage and stay on top of how much is being spent across the account by using the My
Virgin Mobile app.

Other members of Family Plan can view their own individual usage and allowances through
the app.

Virgin Mobile’s multi-SIM plan also includes online security features. The security features
include time limits, app control, content blocking and a “finder” service. These controls
can be accessed and amended by the account holder at any time via the F-Secure app.

Virgin Mobile’s Family Plan gives families flexibility to choose from a variety of SIM-only
deals or Freestyle plans. For example, customers could choose to have a 12-month SIM-
only deal and two Freestyle handset deals all registered under one Family Plan account.
Customers will also be able to choose from Virgin Mobile’s entire handset range.
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6.5 Proximus - personalised Family bundle,

including App to manage busy household
In Belgium, Proximus has a Family proposition called ‘New Flex’. It incorporates home WiFi,
mobile, TV and an App called ‘Family life’ which allow for a shared family calendar and
scheduling, to do lists, meal planner, shopping lists. A key feature Proximus promote is the
personalisation for each family member, be it which mobile plan to select or TV profile and
content. A number of Mobile plan options exist to suit different family members’ needs,
e.g. data allowance ranging from 5GB to unlimited and reduced data speed to 128kb, to
allow access to whatapp messenger to remain in contact event when the data bundle
allowance is reached.
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6.6 EE Small Business – Shared Data bundle

EE in the UK take the sharing approach seen in family plans and apply
it to Small Business, allowing business to split their data allowance across multiple
devices and people:

EE Business Shared lets you split the data allowance of a plan with four other devices.
These can be mobiles, tablets, mobile broadband devices or SIM only.

The allowances included the ability to roam while abroad in the EU countries, so employees
can work abroad just as you would at home without worrying about the cost.

Proactive Management of data usage to allow business control cost and experience:

EE provide notifications to help the end user to stay within their data allowance, If they are
running low on data, EE will send a text to let the end user know, and another once it’s all
gone. They also make the purchase of and add on easy, notifying the end user and account
administrator.
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6.7 TELE 2 Russia - percentage discount base

on the number of SIM’s on a family tariff
4 sims 10% discount
Tele2 in Russia have adopted a common tariff construct we’ve see across North America
which rewards the consumer with a discount on their monthly subscription based on a
family account adding more subscriptions. In the example there is a 10% discount across
the monthly commitment for 4 subscribers.
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6.8 Verizon hardware subsidy for an additional

subscription

Discount on the second device if it’s a new connection signed to high value tariff
plan

This example is a service provider using handset subsidy to drive additional connections
on an account, with the cost of the latest Smart phones reaching over $1,000 Service
providers have for the past number of years enabled consumers access to them through
monthly payment schemes. These schemes in effect allow the consumer pay for their
phone over a 24 month period in set instalments. When this is tied to a high ARPU monthly
tariff it makes a lot of sense to the CSP’s in driving higher Lifetime value of the customers.
This is a promotion built on this mechanism where to help grow their high value customer
base the service provider is willing to subsidise further discount on the handset to get new
subscribers. They tie these consumers together as part of the deal making them more
likely to stay with then network with their promotions inter-linked.

$700 discount on another iPhone 11 if a new subscription signs up to an unlimited

tariff plan

1. Add two iPhone 11 smartphones with monthly device payments

2. Add one of these phones as a new smartphone line to your account on any Unlimited
plan (from $90 to $70 per month). Get $700 credited to your account over 24 months
when you select one of the Unlimited Plans
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6.9 AT&T Family – ‘Unlimited your way’ 5G -

discount on monthly plan driven by number
of SIM in family signing up
Two key elements to these family plans by AT&T USA:

1. Data speed is main criteria to differentiate between packages,(typically it’s the size of
data allowance) whereas all plans are ‘unlimited’ data

2. Number of Subscribers attached to family account determines the cost of monthly

subscription

Allows choice of different plans for unlimited data across different family
members

Three different ‘unlimited’ options Elite, Extra and Starter all with security and call protect
(protects against fraud calls, call blocker, reverse number lookup).

Differentiators features in the plans:

• Monthly commitment varies from $85 for Elite plan with 1 subscription to $45 when 5
subscriptions are on the account

• High Definition streaming, Hot Spot data allowance from 30GB to zero GB per month
depending on which plan is chosen (e.g. Entertainment Content HBO MAX on Elite plan)

• Ability to add on series of other SIM enabled services- Smart watch allowance, Tablets,
hotspot for car, Vehicle health monitoring
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GROUP & SHARE SCHEMES

6.10 AT&T – Mobile discounts for Front line

workers

AT&T in the USA is rewarding Front Line Workers during the Covid pandemic by offering
discount family plans to these workers in:

• Teaching

• Healthcare (Nurses & Physicians)

• Military & Veterans

• First Responders

The discount is about 25% on their ‘Family plan’ which offers the Elite plan at $50 for 4
sims as opposed to $37.5 as a front line worker when 4 sim sign up.
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CONVERGENT
OFFERS
By Ani Radountcheva - Senior Digital Marketing Executive, Openet

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7 CONVERGENT OFFERS

Introduction
We are seeing more convergent offers emerging as consumers look for consistent connectivity
in their day to day life. 2020 has brought to light the value of being online and staying
connected more than ever, as we continue to live in an online society. Service providers
that combine the likes of broadband, mobile and landline as a suite of services can bundle
them together and capitalise on the opportunity of offering fixed–mobile convergence (FMC)
packages. New FMC packages can not only attract new customers but allow for upselling to
existing subscribers.
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CONVERGENT OFFERS

7.1 BT Halo and their home tech experts

BT launched BT Halo ‘‘the UK’s best converged broadband, mobile and phone
plan’’ with the aim to redefine connectivity in and out of the home. BT Halo customers will
get the best of BT, with in-home support from tech experts to take away the stress of
fixing the connection, faster speeds and if the broadband goes down customers can enjoy
unlimited data usage until issues are resolved. According to statistics, 7.3 million people
in the UK spend more than 70 hours annually trying to fix home technology, the bonus of
this service is that the home tech experts will come fix it while the user continues to surf
the web using the unlimited data that is activated while the service is down, meaning the
customer isn’t wasting time being offline.

7.2 Comcast Xfinity Wi-Fi hotspots

Subscribers to internet services in their home are constantly looking for
the benefits a service provider can offer them once they are outside of their home and
away from the home connection. Customers who subscribe to Comcast’s Xfinity Internet
Service can benefit from millions of auto-connect secure Wi-Fi hotspots around the US.
Xfinity Wi-Fi comes at no extra cost to all Xfinity internet service subscribers and the
Xfinity Wi-Fi website allows users to easily search for hotspots near them as well as a
contact a dedicated Xfinity Assistant at hand to help connect.
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CONVERGENT OFFERS

7.3 EE WiFi on the London Underground

With EE, all eligible customers get Wi-Fi on the London Underground provided
by Virgin Media, as part of their plan. The service is available in ticket halls, walkways and
platforms at over 100 stations around London. Once completing the initial registration, users
will automatically connect whenever they travel on the Underground. This is a good way to
keep customers connected during times of commute in a place where everyone loses signal.

7.4 Virgin Media – All inclusive bundle

Virgin media’s top tier bundle V.VIP offers broadband with average
download speeds of 516Mbps, as well as a mobile SIM with unlimited data, texts and calls.
The offering also includes two V6 set-top boxes with more than 300 channels as well as
inclusive anytime landline calls across the UK. For £99 a month for new customers it is
widely appealing considering the TV package includes channels such as BT Sport and Sky
Cinema which are usually add-ons to TV packages, as well as the unlimited usage SIM. This
offer shows Virgin moving into bundling services at a low cost rather than selling these as
add-ons.

Additionally, as an incentive for customers who already subscribe to Virgin broadband,

they can add a mobile SIM to their package and will receive boosted broadband speeds.
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CONVERGENT OFFERS

7.5 Orange Belgium mobile and fixed internet

aimed at ‘cord cutters’
Orange Belgium brings ‘Love Duo’ to the market - a mobile subscription that
comes with unlimited fixed superfast internet connection at prices varying between €42
and €64. The price is dependent on the mobile plan chosen but each mobile plan has the
fixed superfast internet as part of the package. This offering took aim at ‘cord cutters’,
those consumers who increasingly choose to watch little or no traditional television and
primarily consume contents available online.

7.6 Deutsche Telekom’s new brand offers

without contract
Deutsche Telekom launched their MegentaEins Plus brand, offering fixed
and mobile services. Customers can subscribe without a minimum contract term and have
the flexibility to add extra services and products such as shared data for IoT applications
and additional mobile SIMS. The two plans offered both include unlimited mobile calls,
SMS and data, Wi-Fi, and access to 5G. The plans are distinctive in the market as they don’t
require any contract tie in like other plans that typically require a 12 month contract.
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CONVERGENT OFFERS

7.7 Etislat Egypt offers premium FMC package

aimed at families
The ever increasing competitiveness of the Egyptian market has driven
service providers to evolve their offerings. Etislat Egypt’s answer is the post-paid premium
Emerald package, for the family segment, offering a bundle of multiple mobile lines for the
family with high-end packages including fixed broadband and OSN pay-TV subscription. This
premium package is a stand out with access to a personal account manager, international
concierge and a smartphone voucher value of 5000 EGP.

7.8 TIM FWA Rechargeable offers pre-paid and

post-paid flexibility for home broadband
TIM’s FWA Rechargeable offer gives consumers a simple and flexible way
to surf from home. The equipment purchase is priced at €99, which includes the FWA
modem, a SIM and the first refill. The plan has download speeds of up to 30 Mbps and
upload speeds of 3 Mbps and top ups are available as a 30-day, 90-day or 360-day at their
respectable prices. This means the service provider’s FWA offer is now available both post-
paid and prepaid, which is a smart move appealing to a large consumer base offering them
flexibility with no tie ins.
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CONVERGENT OFFERS

7.9 Using your mobile as your home phone with

Giganet’s Virtual Landline
Giganet launched a Home Service in the UK, with a key feature that looks to
“make landline communications simpler, cheaper and more effective”. HomePhone option
offers a virtual landline that gives customers the choice to get rid of their home phone,
keep their existing home number but have all calls directed to their mobile phone for a low
monthly price, starting at £3.49 a month. The cherry on top of this option is the fact that
calls to your home number can be answered anywhere on the go, not just at home. This is
a solid offering that reflects the ever changing market and decline of home phone usage.

7.10 Vodafone Romania launches Vodafone TV

to entice customers to a complete service
Vodafone Romania offers converged fixed-mobile services under the
name Vodafone ONE, and now adding the new Vodafone TV. Vodafone TV offers over 190
channels in SD, HD and 4K, as well as a large VOD collection, with thousands of hours of
content and direct access to the most popular streaming services in Romania. The service
is available in a special offer, for individual customers who opt for a fixed service package,
with Vodafone TV, fixed internet and Super Wi-Fi of 500 Mbps on a 24 month contract.
This addition could draw in customers to the service provider for all services as Vodafone
states that private customers who take fixed, mobile and TV services can save up to €120.
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INCREASING ARPU THROUGH

LOYALTY &
UPSELLING
By Dean Waye - Product Marketing & Sales Enablement Manager, Openet

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8 I N C R E A S I N G A R P U T H R O U G H L OYA LT Y & U P S E L L I N G

Introduction
The current environment is challenging for loyalty and retention as customers face economic
downturns, while also depending on mobile service more than ever. Forward-thinking service
providers are focusing more than ever on engagement, removing reasons for switching, and
adding value to their offerings.

1. 8.1 Rewards on a countdown

US service provider Verizon credits its top-notch network and its rewards
program, Verizon Up, for its low churn rate. The company introduces subscribers to Up soon
after they the join the carrier, and uses a strong gamification approach to the rewards.
The opportunities to win are continually rotated, as are the prizes, and all the prizes have
a short expiration period (from several days to a month), to encourage consumption and
build excitement. Despite its focus on the top end of the hyper-competitive US market, the
company boasts a low 1.3% churn rate and shows impressive subscriber growth.
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I N C R E A S I N G A R P U T H R O U G H L OYA LT Y & U P S E L L I N G

8.2 Removing the reasons to switch in Hong Kong

Not all customers leave because they’re lured away. Some feel pushed to leave because a
service is too frustrating or (perceived to be) unreliable. One service provider in Hong Kong
decided to focus on churn prevention due to service issues, and reaped the rewards. To
improve the customer experience around service outages, it dropped the time to identify an
issue from three hours to 30 minutes.

Then it improved its outage-prediction capability to where it could alert customers to potential
problems before they were reported, showing that the company was actively addressing the
issue. It paid off — negative user comments dropped among their high value customers by
47% for their 3G network, and 34% for their 4G network. And customer defections have
dropped from double digits to just 1.5% today.

1. 8.3 A mobile multimedia destination

The US-based Virgin Mobile MVNO took a different approach to loyalty.
To drive up engagement with their young-skewing customer base, they partnered with
social media content giant Buzzfeed to create “Virgin Mobile Feed”, exclusive to its own
customers. An editorial staff chooses (and creates) audience-relevant digital content, based
on trending online themes and conversations. Virgin Mobile gets to link itself to popular
topics, and keeps its young customers in the fold, with impressive results: the percentage of
current customers planning to renew with Virgin Mobile jumped 150%.
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I N C R E A S I N G A R P U T H R O U G H L OYA LT Y & U P S E L L I N G

1. 8.4 A video destination, on the go

For China Telecom, investing in video has proven to be a successful
gambit. In a country where big players like Netflix and YouTube don’t have much presence,
the service provider has created its own video streaming service. By focusing on films, high
standards of video-encoding, and constantly updated video-delivery technologies, in just
two years, the company added two million new active users on the platform, grabbing 2
million new subscribers and 20% of China’s online streaming business.

8.5 How O2 makes spending money more fun

UK mobile service provider O2 has been offering a “Top-up Surprises” program
for several years, where customers are invited to play a short “silver game” or “gold game”
every time they top up at or above certain amounts . The service provider keeps updating
the program with topically-relevant prizes. For 2020, subscribers using the program to top-
up their prepaid accounts can win six months of Disney+. A ticker on the program’s home
page lists recent prizes awarded to customers, building excitement and reinforcing the
message that O2 rewards its customers constantly.
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I N C R E A S I N G A R P U T H R O U G H L OYA LT Y & U P S E L L I N G

8.6 Turkcell loyalty product innovations

Starting in 2011 and continuing today, Turkcell’s deep-dives into its own
data continues to yield upsell and loyalty options. One of the latest is its own email service.
Approaching 2 million registered users by the end of 2020, YaaniMail offers both mail and
calendar services, and Turkcell non-commercial customers access their emails without
consuming data.

1. 8.7 Simple pricing to build trust

U.S. Cellular, a regional service provider with strong rural
customer base competing against all the national players in the American market, launched
a new branding campaign focused on building trust through simple pricing. Its “Choose Fair”
messaging, touting new and improved pricing, and no hidden fees, openly evokes Netflix’s
colors and design (without copying them), with the red background and centered 3-D text.
The timing couldn’t have been better, launching in Sept 2019, six months ahead of the covid-19
lockdown. The company recently reported Q2 results, adding “Churn was exceptionally low,
offsetting less store traffic, and we saw an increase in smartphone connections,”

Around the same time, Altice launched its Altice Mobile MVNO, pairing a simple, competitive
price point with a guarantee. It quickly built trust with customers and inspired loyalty by
establishing a price point that a customer can count on for as long as she subscribes to
Altice Mobile.
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I N C R E A S I N G A R P U T H R O U G H L OYA LT Y & U P S E L L I N G

1. 8.8 Engagement starts with downloading

your app
Your App
Etilisat, a leading telecoms service provider in the Middle East, increased
their app installs using Facebook (another example of meeting subscribers where they are).
Using Facebook ads to highlight the Etilisat app’s special loyalty offers, they increased app
installs by 33%, and increased the app’s offer redemptions by 20%.

1. 8.9 Jio continues to push boundaries with

SVOD and innovative offers

In September 2020, Indian market disruptor and loyalty-driving powerhouse

Jio announced a spate of included add-ons for its postpaid accounts, including one that
might make sense to buy, even if you live outside India. Besides joining the worldwide
trend of wireless service providers partnering with SVOD and AVOD services like Netflix,
Amazon Prime Video, Disney+ and Hotstar, Jio has added free in-flight texting, but only
on international flights. For Indians who fly internationally, and others who travel to India
frequently, Jio’s partnership with AeroMobile provides SMS service during long international
trips on Aer Lingus, Virgin Atlantic, Lufthansa, Cathay Pacific, and 18 other airlines making
trips to/from India. Jio’s recent growth has been spectacular, with 355 million pre- and
postpaid subs and a churn rate that’s the envy of the industry: 0.75%.
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MOBILE

FINANCIAL
SERVICES
By Martin Morgan - VP Marketing, Openet

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9 MOBILE FINANCIAL SERVICES

Introduction
With the move to on-line banking via mobiles and the emergence of new on-line banks many
services providers are eyeing financial services as a way to offer more services to their
customers, to diversify and grow their revenues.

According to World Bank and ITU (International Telecommunications Union) figures 2 billion
adults worldwide don’t have a bank account, but of this figure 1.6 billion have a mobile phone.
This large number of “unbanked” people represents a huge potential for service providers.

In addition to providing financial services, many service providers are also offering payment
facilities via carrier billing, which allows people to buy apps and services and have the cost
of them added to their mobile phone bill or taken from their pre-paid balance.

9.1 Orange – Join Orange Bank, reduce your

phone bill and get money off a new
mobile phone
Orange Bank is probably the most successful service provider branded
banking service. Launched in late 2017 in France, Orange Bank now have over 1,000,000
customers (as of July 2020).

One of the ways they attract new banking customers is to offer a discount on their Orange
Phone bill and a discount to buy a new mobile phone as part of a mobile plan.

Open an Orange Bank account and Orange will give customers up to €140 for the purchase
of a new mobile from Orange (with a 24 month contract) and will give €30 when a customer
first pays their Orange phone bill using a debit from their Orange Bank account.
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M O B I L E F I N A N C I A L S E RV I C E S

9.2 Money transfer with INWI Money

Moroccan service provider INWI provides a mobile money service which
serves over 500,000 customers. This allows customers to pay bills (phone, water, gas, etc)
and get a 10% refund on these bills to encourage adoption of the service. They have also
partnered with money transfer company MFS Africa and launched a money transfer service
to allow customers to receive and send money. With and large immigrant population of
workers and students, the ability to easily transfer money home is essential to daily life.

According to Developing Telecom (September 2020) remittances in Morocco represent a

significant source of money, with inbound transfers amounting to over 6% of GDP in the last
decade. INWI money now has access to MFS Africa’s interconnected payments platform of
over 200 million mobile wallets in Africa.

9.3 Buy apps, games and music and charge

to your 02 Mobile
O2 UK offers a charge to mobile service where people can pay for apps and have the cost
of these apps added to their phone bill for bill pay customers, or comes off their pre-paid
balance for pre-pay customers.

This can open up purchases of apps to many people who don’t have a credit or debit card.
O2 make it clear that this service won’t work for with every potential internet purchase and
say that they only work with sellers they trust. These include Google Play Store, Apple App
Store, Microsoft Store, Playstation, Spotify and Facebook.
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MOBILE FINANCIAL SERVICES

9.4 Axiata – Digital financial services

Operating under the Celcom brand, Axiata is one of the largest mobile
service providers in Malaysia. They set up a company, Axiata Digital, to develop new digital
offers. These include:

Boost – This e-wallet is designed to help people go cashless and since it’s launch in 2017
has attracted over 7 million users. It’s accepted at over 140,000 touchpoints in Malaysia
covering physical and on-line stores. Boost offers rewards such as vouchers and cash back
to help drive usage.

Aspirasi – This is a micro-financing and micro-insurance service aimed at small businesses.

They offer business loans up to 100,000 Malaysian Ringgit (approx. US$24K) as well as
health insurance. One of their health insurance offers is for Celcom customers and provides
insurance for payment of mobile bills if the customer is sick and can’t work. Customers pay
1 MR a month and have their Celcom bill insured for up to 1000 RM a month.
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M O B I L E F I N A N C I A L S E RV I C E S

9.5 Car insurance – Talk to your mobile

service provider
O2 in the UK offer insurance for your phone and tablet, but they also offer
car insurance. Customers can download the O2 Drive app which can be used to monitor their
driving and provide recommendations. This service is aimed at young drivers and O2 also tie
O2 Drive in with their O2 Priority discounts and rewards scheme.
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SECOND
BRAND
By Jonathan Plant - Marketing Director, Openet

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10 S EC O N D B R A N D

Introduction
Service providers have increasingly found it difficult to appeal to whole segments under
one brand. For image conscious millennials for example, they might not want to be seen to
be using the same service provider as their parents or even grandparents. On the flip side,
it’s difficult for service providers to write comms that appeals to multiple generations.
Furthermore, the need to have the capability to roll out more digital focused products and
services, fast, has become increasingly important to grow market share.

So what service providers have been doing around the world is launch second brands,
sometimes even more but the objective is to meet the above criteria, create cooler more
youthful focused brands with a digital focus. At the same time as meeting the above
criteria, by moving cohorts of your customer base on to these new brands is that they are
cheaper and easier to run versus your legacy service provider. In this chapter, we explore
some of the different second brands and how they are doing things differently.
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S EC O N D B R A N D

10.1 By.U the first all digital provider in Indonesia

from Telkomsel
One of the coolest features from this exciting new digital brand
amongst many others is that you have more control over what phone number you chose,
when your new sim card is sent to you, you have the option of picking between 5 numbers
so that you can pick a number that you like the look of, if one of the 5 numbers don’t work
for you, you can wait 5 minutes and a new 5 new numbers will appear. Telkomsel wanted a
brand that was pure digital and a great example of this is that they offer payments from a
multiple of digital payment opitons such as Dana, GoPay and Ovo plus many more. By.U is
also a much cheaper option than its leading competitors because the digital savings being
made are being passed on to the consumers. Last but not least, there is greater flexibility
in terms of your data usage/quotas etc.

10.2 GoMo: Digital service provider that is

5G ready
GoMo, the first digital only service provider launched in the Philippines
in October 2020, a sub brand of Globe Telecom. We can see a lot of digital only service
providers launching around the world, but what stands out about GoMo is that they are
issuing simcards that are ‘5G ready’. These sims can be ordered through their online
channel and get free nationwide delivery. The price plans come with a generous amount
of data of 25GB for P299 (approx. $6) but they have an intro offer to grow their customer
base with a rate of P199 for the above amount of data. What’s interesting too is that they
have set up a way in which you can use your credit to purchase additional offers such as
calls or texts or some future offers in the app that are yet to be launched, these are called
“Mo Creds”.
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S EC O N D B R A N D

10.3 Sosh gave their customers an

additional 20GB for free each month
Sosh, the Orange Subsidiary in France decided to give their customers an
additional 20GB free a month on top of their existing price plan allowances in September
2020. This came as quite a shock to some of their customers as they considered it a scam or a
joke but they were pleasantly surprised when it was revealed to be true. The service provider
noted that there was an increase in data usage through cloud gaming and the consumption
of streaming services. This was seen as a retention play to ensure their customers stay
customers as their competitors started to offer increased data allowances for competitive
rates in the market.

10.4 Lowi raffles 60GB in social media

campaign
Lowi, a Vodafone Spain brand launched a summer campaign in 2020 to
raffle 60GB to customers but to enter the raffle you need to do some through social media
using specific hashtags. You would think that giving away some extra data would not be
the most exciting of prizes but when you do a quick search on twitter for the hashtag, you
see how much engagement this gets with GIF after GIF showing how excited people are to
get this additional data. This most definitely is targeted at millennials or Gen Z consumers
who are already actively engaged on social media so this type of activity creates a buzz
amongst these age groups.
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10.5 Netzclub, €0.00 per month price plan

Netzclub, the Telefónica discounter has a package that is free to sign up to

and costs €0.00 per month and includes 200MB of data. The package is called “Sponsored
Surf Basic 2.0” but as the saying goes, there is no such thing as a free lunch. By signing
up to this plan you are opting in to receiving up to 30 special and promotional offers to
be sent to you each month via SMS, MMS or email. What’s also interesting about this
proposition is that they actually talk about the speed that you should expect to receive on
this plan of up to 21.6 Mbit/s. Also you are charged 9 cents per minute to make a call or 9
cent per text message. But for those who are keen to keep costs down, can use this plan in
conjunction with free public WiFi, it could be an option.

10.6 GiffGaff, its payback time

Giffgaff the Telefonica brand is one of the leading community/digital focused
brands in the world with many newer brands using their model to launch similar brands
globally. Rewarding customers for bringing new members to a network is nothing new but
Giffgaff just seem to have it more down to a tee than any other. The more you recommend,
give advce on forums or suggest ideas to make giffgaff better, the more you earn rewards.
So the more you earn, the more you can then convert your points in to cash, credit or a
donation to charity. This creates loyalty and ultimately helps keep a healthy customer base
of over 3million subscribers and a monthly churn rate of around 4% which is really good
considering the focus is mainly sim only customers. Although they do sell handsets, it is
set up as a separate contract for the device only giving you more flexibility on your price
plan.
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10.7 Fido launches a “winback” plan

Fido, the sub brand of Rogers has launched in September 2020 a new price
plan specifically designed to winback customers that have ported to a specific competitor,
Shaw Mobile who had recently launched a competitive tariff that Fido lost a lot of customers
to. Shaw mobile launched their tariff in July, so by September Fido had noticed that this
was impacting their figures and were able to create this new counter plan to win back their
customers. The plan had some great offers including $200 hardware credit, $5 off per
month amongst other generous allowances etc. Fido started communicating with their ex
customers about this offer within 3 days of porting to get them back and locked into a 24
month contract.

10.8 Orange Romania - Yoxo Postpaid brand

that lets customers configure their subscription
Orange Romania launched its new postpaid brand in May 2020 and is entirely
operated through a mobile only app. Customers have the choice of 3 subscriptions when
they sign up through the app. The customer can then set their own rules and reconfigure
their subscription on a monthly basis depending on their usage and their needs. At the
end of the month, if they haven’t used up all their data, they are entitled to a discount on
your next bill or a refund to your account. All usage is real time and this information is
available in the app reducing the need to contact customer care or visit a store but there
is a messenger service with support built in to the app.

The target customers for this app are Orange prepay customers primarily but customer
from other networks need to port to Orange Prepay first before switching to YOXO.
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S EC O N D B R A N D

10.9 Hotlink launches unlimited data at capped

Hotlink Red, the Maxis brand in Malaysia introduced new prepaid price
plans in the summer of 2020 that offered unlimited data and calls. The first version of the
plan priced at RM35 has the internet speeds capped at 3Mbps and the other plan priced
at RM45 is twice the speed at 6Mbps, however when the fair usage policy is reached the
user is throttled at 512kbps. They have also announced a daily and weekly versions of their
price plans giving more flexibility for customers who might be low or infrequent users of
their devices. They have also introduced restrictions that you are not allowed to use your
data for hot spotting to another device such as a laptop. But they do offer speed boosters
for 1 hour, 24 hours or 7 days so that your speed is uncapped and you can use a hotspot so
it’s a revenue upsell opportunity. Customers can also get 10% cashback for app purchases
through the google app store.

10.10 Kena Mobile offers new customer porting offer

Kena mobile, a virtual mobile service provider and second brand of TIM has
a price plan called Kena Voce 4.99. It is sim only price plan with unlimited calls and texts
but a very small data bundle of 50MB 4G for only €4.99 a month. Activation and shipping
of the SIM is free but the only way you can activate the price plan is that you port your
number from competitors including Windtree, Vodafone, Fastweb Mobile, plus many more.
Customers are then charged €0.50 per 50MB of data outside of their allocation. This price
plan is aimed at people on low income who don’t have a need for large amounts of data.
They also have an offer of an Amazon gift cards to new customers showing a partnership
with 3rd parties to encourage new sales from other MVNOs on to a more premium price
plan.
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S EC O N D B R A N D

10.11 Chatr challenged their customers to max

their data to avail of free 5GB add on
Chatr, the Canadian sub brand of Rogers set their customers a challenge. A
simple text message was sent to their customer base to say, “As a thank you for being a
long-term Chatr customer, we’re giving you an exclusive offer: Browse to Bonus.” What this
means is that in order to get an additional free 5GB of data, they want their customers to
use up all their data but it comes with some T&Cs. They have to use at least 1MB per day in
a month for at least 25 days out of the 30 days between 1st and 30th of October 2020. If
they achieve this, they will receive an extra 5GB a month, for 3 months. This is an interesting
way of encouraging your customers to use more data, perhaps as people have been at home
more during lock down and using their Wi-Fi, service providers like Chatr want to remind
their customers about using their phones to browse, stream or even game.

10.12 Back to school package B&You

B&You have recently launched 2 new 4G packages targeted at students going
back to school starting from as little as €4.99 per month. The first package priced at €4.99
is designed for young teenagers where the priority is ensuring that they are connected
or for older people who would not require significant data allowances. This price comes
with unlimited calls, text but 100mb of data but the option to increase data if that was not
enough within the month. The second package designed for teenagers who need a bit
more data but still need to keep the costs low at €13.99 per month which entitles them
to 80GB of data to help with the amount of data that video calls require for their home
schooling. An additional 20GB can then be purchased for only €2. On top of all that, there
is also an additional 15GB that can be used within the Euro Zone.
 83

OFFERS RELATED TO

COVID-19
By Julia Hogarty - Product Marketing Manager, Openet

11
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Introduction
The COVID-19 pandemic has brought with it a time of rapid adaptation. The need for life
and economies to persist has resulted in an incredible display of creative resilience and
accelerated innovation. Service providers now provide the backbone of the world economy
through the dependency on their networks to conduct business and connect with loved
ones. Virtual connectivity has simply never been valued to the extent it is today as billions
of people across the globe are forced to isolate from one another.

Many service providers have rolled out noble initiatives to ensure that they keep as many
people as possible connected at this time. They have also worked to accelerate persistent
network availability to provide continuity of service, particularly for front line responders.
From innovations in automated robotics to digitising learning forums, COVID-19 has shown
our ability to adapt and prosper in uncertain times.
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11.1 Telia enable travel pattern analysis

by mobile phones
As the government of Sweden confronts the COVID-19 pandemic, it aims
to implement the best possible public health policies to mitigate the spread of the virus
through its population. Abstaining from a lockdown, Sweden has made recommendations
such as avoiding all non-essential travel. To stay on top of how these advised restrictions
are being followed, the Public Health Agency of Sweden (Folkhälsomyndigheten) needed
up-to-date information about people’s travel within cities and across the country and
region. Telia have enabled an anonymised mobile network location service to support
public health authorities during the pandemic.

Nordic telecom company Telia collaborated with Accenture to apply an existing mobility
analytics service to analyse travel trends. Crowd Insights captures movement data from
Telia customers’ cellphones, which is adapted to compensate for their market share. All
data is aggregated automatically before use to protect personal privacy and can never
be traced back to an individual. With information about the public’s anonymous travel
patterns within Sweden, Finland, Norway, Denmark and Estonia during the pandemic,
authorities can tailor initiatives to combat the virus.
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11.2 AI for pandemic preparedness in India

India, like other countries around the world, has faced a steep increase in cases
of COVID-19. As the country confronted the challenge of the pandemic, it also sought to curb
the spread of misinformation. To combat this, the Indian government wanted to proactively
help its people find accurate information that would better prepare them for the crisis and
empower them to reduce their risk of contracting the virus. The government sought easy-to-
use, efficient tools that could keep pace with evolving guidance about COVID-19.

Microsoft, partnering with Accenture, worked with the government of India’s Digital India
Corporation (MyGov) to equip its 1.3 billion citizens with a Responsible AI tool that provides
accurate and useful information on the pandemic. The AI-powered virtual agent is embedded
on the government’s “self4society” website and manages interactions without the need for
human assistance, freeing up capacity to focus on the most urgent and complex situations.
As guidance changes, the app is updated with the most recent data on COVID-19, ensuring
the latest information is made available. The app currently has 300,000 users per day and
20,000 every minute.
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11.3 Tunisie Telecom launch “From My House”

initiative
In Tunisia, Tunisie Telecom launched the #Men_Dari (“from my house”)
initiative, designed to support Tunisians during the country’s confinement period by
reducing the price of internet connection and increasing speeds. It also announced plans
to increase international bandwidth from below 300 Gbps to 350 Gbps and is considering
increasing its national backbone.

As a demonstration of its social responsibility, Tunisie Telecom launched the new platform
which brings together the services and packages brought to market to meet the needs of
Tunisians in the face of confinement. In particular, they offer free access to around forty
websites, including university and educational sites under the supervision of the Ministry
of Educations to allow students and pupils to access remote teaching. Customers are also
able to manage their service remotely via the My TT app, including credit transfers, bill
payments as well as TelcoMoney services for managing your financial transactions from
home.
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11.4 Movistar zero-rates access in Costa Rica

In Costa Rica, Movistar is providing both prepaid and postpaid customers

with free browsing (zero-rated access) for video learning and collaboration tools, including
Zoom, Skype, Microsoft Teams, Google Hangout, BlueJeans and WebEx.

For post-paid customers, the temporary benefit was designed to give customers an additional
4 Gigabytes of data on their current plans. This benefit was provided for the more than
500,000 Movistar subscribers in this payment method. In the case of prepaid customers,
Movistar also arranged to extend free access to the WhatsApp platform by up to 21 days.
This benefit was limited to six days within the free access period, along with free access to
other social networks. The benefit was made available to some 2 million customers who have
active lines in this mode.
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11.5 Telus, Rogers & Bell remove data caps

& waive overage charges
As COVID-19 keeps more of the workforce at home, major service
providers are removing monthly data limits on their data subscriptions. In Canada, Telus,
Rogers and Bell are taking several actions to support their customers during COVID-19,
including removing data caps and waiving overage fees. Telus also waived its pay-per-use
roaming charges for postpaid Telus and Koodo Mobility customers outside North America,
Central America and the Caribbean.

Rogers, as well as its second brand Fido, removed data caps for the immediate period
after the initial outbreak of the virus. They also offered a six-month trial of Microsoft
Teams and removed long-distance calling fees for a defined period to aid their customers
in transitioning to almost solely communicating from home.
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11.6 Orange & FittiCoin converting exercise

into donations for COVID-19
Get paid for your workout? This is exactly what’s on offer through FittiCoin,
a mobile app developed in Jordan. The app enables users to earn coins from embarking on
more healthy activities and lifestyle choices and convert these coins into cash donations
to help fight the COVID-19 pandemic. The app tracks your physical activity in the form of
steps or distance covered and transforms the virtual earnings or ‘FittiCoins’ into financial
assistance for the Ministry of Health or the Ministry of Social Development to support efforts
in preventing the spread of the virus.

Orange Jordan also offer to donate JD5 for every 100 FittiCoins or JD1 for every 25 FittiCoins
as part of its corporate social responsibility commitments. Through Orange’s ‘Stay Safe,
Stay Home, Stay Connected’ campaign, the company adopted many initiatives, topped by
donating USD 100,000 to support the Ministry of Health, and JOD 20,000 to support the
Crown Prince Foundation’s initiative “Yawmeyethoum A’liena” which seeks to support daily
wage workers who lost their source of income due to the curfew and quarantine imposed in
the country.
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11.7 Sponsored data for needs driven by confinement

The experience of COVID-19 resulted in approximately a third of the world’s population in
confinement and millions of people working from home. Most of these people use their
personal subscription to support all data dependencies, including work and other essential
services. Often it can be difficult to get reimbursement from an employer, particularly in such
unchartered times. Some people may not be able to afford this increase in data consumption
or may feel it’s unfair to be forced into a higher tier data plan.

In such a scenario, service providers can push a new offer to allow zero-rated traffic or
‘free zones’ for specific URLs or traffic flows. A couple of examples – An employer pays for
VPN access as part of employee’s personal plan. Or a local brand subsidises access to local
services, such as online schooling. This allows service providers to provide flexible and fair
funding, removing barriers to progress for schools and businesses. Enabling critical support
for such services at a time of immense financial turbulence will aid in customer retention at
a time when business needs it most.

11.8 AT&T connectivity enabling automated

robots to combat COVID
The ongoing response to the COVID-19 pandemic which has gripped the
globe has highlighted the value of automation and robotics as central tools in effectively
combatting the spread of the virus. For example, the remote management of sanitation,
without the need to put people in harm’s way, will prove pivotal as the exposure risk remains
a critical concern.

AT&T are playing a key role in making this a reality as they collaborate with XENEX to connect
their LightStrike™ Germ-Zapping Robots™. These robots use intense UV light to deactivate
lethal pathogens such as viruses, bacteria and spores on surfaces and, in so doing, perform
a key role in hospitals reducing infection rates and saving lives. Equipping the XENEX robots
with AT&T Internet of Things connectivity provides the data that XENEX and the hospitals
require to optimise robot performance, reduce healthcare costs and optimise efforts to avoid
infections as they work to provide additional levels of safety during the COVID-19 pandemic.
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11.9 Spark New Zealand helping those without

Broadband stay connected
Spark (aka Telecom New Zealand) have launched an initiative to support
those who have been forced to work from home during the COVID crisis. As of 2018, New
Zealand had a deficit of 211,000 residences still without access to broadband and this was
largely due to the service being too cost prohibitive. With COVID-19, the situation has only
become more pronounced.

Spark had undertaken, prior to the pandemic, to relaunch an initiative called Skinny Jump.
This is a subsidised not-for-profit broadband product, which aims to bridge the digital
divide in New Zealand for those without broadband at home. The service is provided at $5
for 30GB of data, with the option to renew up to five times a month, and comes with a free
Wireless Broadband modem. It is entirely prepaid, so there are no long-term contracts or
credit checks required.

In response to the rise in demand since COVID-19 hit, Skinny Jump will now be available to
a wider range of people who find that cost is a barrier to connecting the home. This will
include families with school children, job seekers, senior citizens, refugees, new migrants,
people with disabilities and people living in social housing. All it takes to get set up is to
register and plug in the modem - No more barriers!
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11.10 Quality of service rules for emergency

data overload
At a time when managing against contingencies is critical to maintaining
continuity of service, service providers can apply a specific network profile to certain
sessions with a default subscription. With already high demand, an unexpected spike in
service consumption could result in the network experience being slow or unpredictable.

For example – At a COVID-19 peak, service providers could temporarily enable a free
limited data service with specific QoS to avoid network congestion or signalling outages.
This provides a rapid mechanism to implement specific profiling attributes across all or
geographically selective sessions. In so doing, service providers can proactively ensure
such contingencies do not impact business with an operationally efficient means of
protecting service. Result? Even at peak moments, the network is available for the delivery
of essential services and customers get proactive, visible action by their service provider
– reinforcing the brand.

For business and government customers, T‑Mobile’s Persistent Communications solution

combines Wi-Fi calling with the ability to access satellite services for back-haul connectivity.
This allows first responders and incident commanders to stay connected using their
everyday Wi-Fi-enabled phones, even when commercial wireless networks are out of
service.
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11.11 Everyone.connected: Vodacom zero rates

E-school in South Africa
COVID-19 has seen municipal lockdowns across the world, resulting
in school closures and a move to online learning. Vodafone saw this as a moment which
highlighted the urgent need for more resilient, digital-first education systems that can
enable students to work from home. And they were right - The shift to digital education
has been profound.

For example, Vodacom’s e-school is a free digital learning platform with over 1.2 million
subscribers in South Africa. The pandemic saw 100,000 new students register in the month
of March, 2020 alone. The platform went from hosting an average of 40,000 student events
per day to a peak close to 150,000. The service is zero-rated for Vodacom customers, so
all content is available without charge. At group level, Vodafone have gone a step further
and zero-rated educational sites and donated devices for educational purposes across all
of its markets.
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