Detect, Connect, Engage = Monetize

Transcription

1 Detect, Connect, Engage = Monetize Service Providers Monetizing Digital Verticals Ron Malenfant Architect and Business Development Cisco Global SP

2 Agenda Mobility Landscape and Path to the Cisco 5G Platform SP Monetization Trends City Monetization Trends Cisco Detect, Connect and Engage - Demo RTB architecture DSP and SSP and Header Bidding Wrap up

3 By 2021, a 5G connection will generate 30 GB/mo, nearly 5X higher than the 6.3 GB/mo for 4G connections. Back to Trends Menu Source: Cisco VNI Global Mobile Data Traffic Forecast, Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28

4 Mobility and IT-OT Convergence > 5G Platform 5G Platform Wi-Fi 5G LoRA NB-LTE 3.5GHz CBRS BT People + Things LTE-U Thread LTE BLE WiFi calling

5 SP Analytics and Monetization Examples

6 SP Analytics and Monetization Tools Geo Contextual Social Data Network Analytics Data

7 Data is King Call out on Twitter 20$ comes back and facebook 5-6 dollars Indy Car sponsorship track location of people and demographics Suns using mobile Location analytics to sell ads and price Detroit Palace treating mobiles like digital signage MLB consuming live events 7-8 mins smartphone 20 mins tablet

8 Smart City Every Citizen is a Sensor!

9 Data Collected

10 No Cell Left Behind 5G Densification Strategy 5G Densification.Bus Stop, Bench, Waste Bin

11 Cisco and Miami-Dade County Seek to Use Technology to Enhance County s Citizen Experience Miami-Dade County to partner with Cisco to create a technology strategy to improve the the County s citizen experience with a focus on public transportation. Collaboratively, proposed a model that uses technology and big data Advanced Wi-Fi in all County's transit assets AND street-level interactive kiosks infrastructure with City Apps content promoting City, Public Transportation and Citizen Experience

12 Smart City Monetization Platforms Trash Bin Wi-Fi Trash Optimization Advertising Cell Densification Analytics Lighting Wi-Fi Sensor - Data Lake Security + Traffic Analytics Smart Bench Wi-Fi Green Sensor Modules Cell Densification Analytics Citizen Engagement Wi-Fi Collaboration POS Cell Densification Analytics Advertising. FOG Nodes Charging Stations Advertising Cell Densification - Sensors

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14 Cisco Connected Mobile Experiences (CMX) DETECT CONNECT ENGAGE GUEST PRESENCE Mobile device detected GUEST ACCESS Seamless, secure Wi-Fi on-boarding LOCATION ANALYTICS GUEST EXPERIENCE Local services

15 ANALYTICS DATA How CMX Works Built on Cisco Unified Access Access Points Controller (Virtual/Physical) MSE (Virtual/Physical) Depending on Application Layer DEVICE-BASED DISCOVERY LOCATION DATA APPLICATION DATA Mobile Application Server Analytics UI

16 CMX Engagement Platform Schedule Weather Live Video Real Demo Today s Offer Social Feeds Results

17 Apply Location-Based Services To Your Business Unlocking Unprecedented Business Value INDOOR GPS TARGETED MESSAGING LOCATION-SPECIFIC ON-BOARDING SYSTEM INTEGRATION ANALYTICS Turn-by-turn directions to any location within a venue Targeted personalized messaging based on customer location Location-based push notifications Targeted information for guests based on their location (captive portal) Automatically connect to the dedicated wireless SSID network Connect with other systems, such as registration, property management, product databases, or locationbased services Gain insight into online, onsite, and social customer trends Analyze aggregate locations, URLs, and demographics

18 Or Build Industry-Specific Solutions RETAIL HOSPITALITY TRAVEL HEALTHCARE EDUCATION Consumers Guests Passengers Patients Students Location- and dwell-time-based notifications Personalized promotions Customer analytics Maps with featured attractions Personalized third-party advertising Nearby amenities Wait times and gate directions Improved passenger traffic flow Third-party advertising Way finding patient apps Simplified on-boarding Nearby services discovery Safety and security Campus map and directions Guided tours Stadiums

19 Building a Wi-Fi Network Opens Up Layers of Monetization Opportunities The Wi-Fi Monetization Pyramid* Wholesale Opportunities to sell access to extensive Wi-Fi network to other providers Value Added Services New Revenues Services to users, businesses and other SPs Advertising Analytics Retail Store Interactions Sporting/Special Venues Connectivity/ Premium Services Managed Hotspots Wi-Fi Roaming Baseline Justify investment with compelling ROI Broadband/mobile retention Mobile Data Offload

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23 Location Data Analytics: Measuring Customer Movement Using Wi-Fi Analyze how customers move, where they crowd, how they spend time Common paths: Where people stop first? Where customers come from? Wi-Fi usage (devices associated) Opportunity gap analysis (passing vs. entering customers) Benefits for malls / venues: Detailed understanding of customer footprint Quantify & justify rental renewal negotiations Measure impact of advertisement & signage Analyze impact of changes applied to mall No applications, hardware or sensors required!

24 It Pays to be Targeted! Advertising Highly Targeted Ads Drive CPM Revenues 4 Year Cumulative Revenues from Retail Mall in Dubai ecpm 4Y Rev. $350 $430M Public venues in Western Europe ecpm 4Y Rev. $85 $125M Malls in Singapore ecpm 4Y Rev. $40 $52M $2 $24 $40 $85 $350 Source: Cisco and RCBG Wi-Fi Monetization Research (2013) Malls in Canada ecpm 4Y Rev. $24 $40M

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27 Benefits Of Detect, Connect and Engage Enhanced Customer Engagement Context-Aware Marketing Opportunities On-Premises Customer Visibility Increased customer satisfaction and loyalty with relevant mobile communication Attribute-based (time, location, profile, etc.) mobile notification capabilities Real-time and historical insight into customer movements and patterns 5G Platform Increased Revenue Opportunities

28 CMX Engagement Platform Schedule Weather Live Video Real Demo Today s Offer Social Feeds Results

29 Think Different

30 Additional Resources