1. Yoav Kantor Director, Project Management, Americas Starhome
4/16/2017
Promoting Roaming Data and Messaging Segment-Based Promotion for Outbound & Inbound Roamers
Yoav Kantor
Director, Project Management, Americas
Starhome

2. Case Study 3 – Starhome Impact on Airtime
4/16/2017
HSC with GDA
Case Study 3 – Starhome Impact on Airtime
VHE Outbound
Vodafone, Hungary 2

3. Roaming Messaging – Agenda
4/16/2017
Roaming Messaging – Agenda
Current Status & Market Research
New Trends
GSM regulation
HPMN roaming segmentation
End user Preference
VPMN unique content
Operator Case Study Examples
Summary

4. Roaming Messaging – Current Market Status
4/16/2017
Operators limit use of Welcome/Outbound SMS to:
Customer greetings
Home Short Code service
Most operators still target all roamers as a single segment
Differentiate via language and network only
Limited use of creative promotion/messages
Operators do not perceive messaging tools as revenue generators
Consequently, end- users perceive WSMS as of limited value

5. Starhome’s Market Research Survey Objectives & Methodology (2005)
4/16/2017
Starhome conducted market research on operator roaming promotion
Operators’ current usage & attitudes
Operators’ future plans
Other planned promotional activities
Scope
Led by a leading professional market research firm
60 operators worldwide
Interviewed roaming and marketing managers

6. Survey Results – Future Plans
4/16/2017
Allocation of roaming promotions & distribution 5%
None
Prepaid recharge
GPRS roaming availability
WiFi access
downloads
Callback services
Useful info (emergency nos., roaming info) 6%
Other 6%
Portal
Access
31%
Data
Service 7%
Optimal
Routing
16%
Prepaid
Recharge
29%
Hot Spots

7. Agenda Current Status & Market Research Results New Trends
4/16/2017
Agenda
Current Status & Market Research Results
New Trends
GSM regulation
HPMN roaming segmentation
End user Preference
VPMN unique content
Operator Examples
Summary
Lets see market trends

8. Roaming Messaging Developments
4/16/2017
GSMA Regulations
HPMN Roaming Segmentations
Focus on HPMN offering
Coordination & approval of HPMN
HPMN controls messages sent to its subscribers
End users take their profiles abroad
Shift from VHE to roaming specific needs
Packaging & delivery
End User
VPMN Unique Content
Freedom to choose
Looking for value
Opt in \Opt out provisioning
Trend towards delivery of unique content & offering - available only from VPMN
Closer cooperation H\VPMN

9. New PRD BA.47 SMS Marketing Principles Solution
4/16/2017
New PRD BA.47 SMS Marketing Principles Solution
The key management change
This PRD is:
SMS Marketing should only be sent
by the visited network
if an approval letter has been signed
by the home network.
We will show you in a minute how the regulation is fully aligned with Starhome messaging vision and recommendations
We all know about it, as it is not new for you. We work in line with the regulation.
Starhome’s recommendation is aligned with GSMA regulation
Regulation was initiated due to:
VPMN provided similar content to the one of HPMN
VPMN promoted tariff reduction which was not coordinated with HPMN
Regulation is effective March 1, 2006

10. HPMN Roaming Segmentation
4/16/2017
Roaming
Prepaid
Youth
Youth
Data
Prepaid
Roaming
Corporate
Parallel segmentation model
Data
Corporate
Integrated roaming
segmentation model
From parallel segmentation to integrated roaming segmentation

11. Roaming customers should be better segmented
The HPMN: Shift from VHE Promotion To New Services & Information Promotion
4/16/2017
Roaming customers should be better segmented
Pre/Post-paid
Corporate/residential
Youth
3G customers
Corporate Segment
Use Cell4U to download
s using GPRS
roaming. Special prices
are offered
PP Segment
Switch to Vodafone
(settings menu) for the
best rates, 121, and to
TopUp via 2345 with
cards & local vouchers.
*#1345# free for balance.
Post-paid Segment
Call 5555 free to save
money on calls abroad
with Vodafone Passport.
Stay on Vodafone for the
best rates and for VM
121. Enjoy your stay.
Positioning & Segmentation allows Operators to match
end users to the services they need most

12. The VPMN: GPRS & 3G Segment – A Single Promotion Tool
4/16/2017
Packaging and Delivery
Promote data services for inbound and outbound GPRS/UMTS roamers
Prevent spam
Single SMS for multiple applications
WAP Push can be used for:
Hot-Spot availability based on location in visited country
Access to dedicated portals for roamers (e.g. Roaming Mate with all services via single access)
Operator’s home portal
Welcome to Cell4U!
Just click on the link
below to view Hot Spot
locations in your area
Packaging & Delivery give end users friendly user interface and service richness

13. Agenda Current Status & Market Research Results New Trends
4/16/2017
Agenda
Current Status & Market Research Results
New Trends
Operator Examples
Summary
Lets see market trends

14. VPMN Unique Content - Localization
4/16/2017
VPMN Specific Promotion
Focus on unique VPMN and V-country offering as part of Welcome SMS
Targeted events - e.g., Sport Championships, GSM Barcelona, Olympics, Cebit, etc.)
Welcome to O2! Obtain useful & fun content for the football championship & relevant info about Germany. Just click the URL.
City guide of Germnay

15. O2 Germany – VPMN World Cup Roaming Content
4/16/2017
World Cup Guide - Germany, 2006
Game locations, results
Player, team statistics
Other sporting news
Inbound roaming content!

16. MTC Kuwait – VPMN Roaming Content
4/16/2017
Example of religious-oriented tourist content & applications in visited destination
Religious content – prayer times, places of worship

17. VPMN Specific Promotion Incentive
4/16/2017
No conflict between VPMN & HPMN messages
Stickiness to visiting network
Improves end user satisfaction and experience
Increases revenues for both parties

18. Agenda Current Status & Market Research Results New Trends
4/16/2017
Agenda
Current Status & Market Research Results
New Trends
Operator Examples
Summary
Lets see market trends

19. Roaming Messaging Opportunity
4/16/2017
The Challenge
Optimize roaming messaging tools
Increase usage, indirect traffic & satisfaction
Optimize usage
Market segments, profiling, packaging & targeted marketing plans
Develop unique VPMN service value
Increase usage
Convert non-users to users
Convince users to use VAS more frequently
Motivate users to stay in each session longer

20. Starhome’s Unique Offering Roaming Data & Promotion Services
4/16/2017
Pioneers of the roaming messaging market
The sole provider of VPMN & HPMN roaming content & applications
Global languages and coverage
Managed service and stand-alone options
First to introduce roaming messaging portal (Roaming Mate®)
Think Global - Act Local!

21. Starhome Snapshot Pioneering and leading the Roaming VAS Industry
4/16/2017
Pioneering and leading the Roaming VAS Industry
Technology Leadership
Roaming Service Delivery Platform, patents
Trusted vendor
Unmatched track record and customer satisfaction
Comprehensive roaming portfolio – solution categories:
Steering of Roaming
Roaming VHE & Call Completion
Advanced Routing and Numbering
Roaming & Interworking Enablers
Roaming Data and Promotion
Global connectivity
Global Service Operation Centers
Proven Results
Products, live services & ROI
1/12

22. Roaming Services Portfolio
4/16/2017
Roaming Services Portfolio
Steering of Roaming
Intelligent Preferred Network
Intelligent Border Roaming (New)
Inbound Roaming Manager (New)
Steering of Roaming
Roaming VHE & Call Completion
Intelligent Call Assistant®
Home Short Code™ with Global Direct Access
Roaming Callback (New)
Who Called for Roamers
Roaming VHE & Call Completion
Advanced Routing & Numbering
Advanced Routing & Numbering
Optimal Voic Deposit
Optimal Routing
Local Roaming Number
One Number - Multi SIM (New)
Local Multi Number (New)
SMS Routing Control (New)
Roam in Control
Roaming & Interworking Enablers
Roaming Data & Promotion
Roaming & Interworking Enablers
Global Roaming Coverage Service (New)
Intelligent Roaming Enabler
Intelligent SMS Filter (New)
Roaming Anti Fraud (New)
Roaming QoS Monitor (New)
Intelligent Roaming Database (New)
Roaming Data & Promotion
Roaming Mate
Proamotion SMS
Call4Action
Data Charge Advisor (New)
Mega Event Promoter (New)
IntelliGate RSDP
Company Overview

23. Pioneering The Roaming Industry
4/16/2017
IntelliGate
IntelliGate
Starhome Backbone
Network
M o b i l e O p e r a t o r
P r e m i s e s
M o b i l e O p e r a t o r
P r e m i s e s
Routine Maintenance
Monitoring
Customer Care
Provisioning
Billing & Reporting
Starhome Back Office
Global Services
Operations Center
2/12

24. Starhome Global Footprint
4/16/2017
Access to 50% Worldwide Roaming Traffic
Albania, Vodafone Albania
Australia, Vodafone Australia
Austria, T-Mobile, Mobilkom
Bahrain, MTC-Vodafone Bahrain
Belgium, Proximus
Bulgaria, MobilTel
Burkina Fasa, Telmob
Canada, Rogers Wireless
China, China Mobile
Colombia, OLA
Croatia, VipNet
Cyprus, Cytamobile
Czechoslovakia, Oskar
Denmark, TDC Mobil
Estonia, Elisa Mobiilsideteenused AS
Fiji, Vodafone Fiji
Finland, Elisa
France, SFR, Bouygues Telecom
Germany, Vodafone Germany (D2), O2, E+
Greece, Vodafone Greece, TIM Hellas
Hong Kong, CSL,, Peoples
Hungary, Vodafone Hungary
Iceland, OG (VF)
India, IDEA
Indonesia, Telkomsel, Excelcomindo
Israel, Orange, Cellcom
Italy, Vodafone Italy
Japan, Vodafone KK
Kenya, Safaricom
Kuwait, MTC-Vodafone
Liberia, Cellcom
Liechtenstein, Mobilkom (FL)
Lithuania, Bite
Luxemburg, LUXGSM
Macedonia, Mobimak
Maldives, DhiMobile
Malta, Vodafone Malta
Mexico, Telcel
Netherlands, VF Netherlands, Telfort, KPN
New Zealand, Vodafone New Zealand
Poland, PTC
Portugal, Vodafone Portugal
Romania, Connex
Russia, MTS, Beeline
Serbia, Telekom Srbija
Singapore, MobileOne
Slovenia, Si.mobil
South Africa, Vodacom
Spain, Vodafone Spain
Sweden, Vodafone Sweden
Switzerland, Swisscom, Sunrise
Turkey, Avea
United Kingdom, Vodafone UK, O2
Vietnam, Hutchison

25. Case Study 3 – Starhome Impact on Airtime
4/16/2017
HSC with GDA
Case Study 3 – Starhome Impact on Airtime
VHE Outbound
Vodafone, Hungary 25

26. 4/16/2017
Thank You
Thank You