1. Billing 2.0: Emerging Challenges and Opportunities Alice Harris Director, Billing CenturyLink OSS/BSS Summit, London, September 2011 1 Not to be distributed or reproduced by anyone other than CenturyLink entities. Copyright © 2011 CenturyLink All Rights Reserved

2. Billing 1.0 – The Good Old Days 2 All we needed was a customer, a typewriter, and a pencil

3. About CenturyLink CenturyLink is the third largest telecommunications company in the United States. We provide broadband, voice and wireless services to customers ranging from rural American consumers to the Fortune 500 companies We have a 210,000 route mile fiber network that spans the U.S. from coast to coast 15.1 Million access lines 5.4 Million broadband customers (as of 6/30/11) 3 Not to be distributed or reproduced by anyone other than CenturyLink entities. Copyright © 2011 CenturyLink All Rights Reserved

4. Billing at CenturyLink 4 CenturyLink produces over 150M invoices per year ≈10% is electronic in various formats – web, CD, DVD, etc. We provide different invoices and delivery methods for different customer types Consumer invoice Color with personalization Enterprise invoice Bill Analyzer tool to review invoices and allow invoice data analysis by invoice, across invoices, by product, charge type, etc. Reduces need & desire for printed invoice Not to be distributed or reproduced by anyone other than CenturyLink entities. Copyright © 2011 CenturyLink All Rights Reserved

5. Billing 2.0 The Challenge Complete, accurate, timely are table stakes Historical criteria for a good billing experience -Google search of “telecom invoice expense management” yielded 644,000 results –It you’re not complete, accurate and timely, someone will help you with it To provide differentiation a company must do more in its “monthly appointment” Why is your billing experience better? In what way does it enhance your offering? What extras do your customers receive that others don’t? 5 Not to be distributed or reproduced by anyone other than CenturyLink entities. Copyright © 2011 CenturyLink All Rights Reserved

6. Billing 2.0 The Challenge – Competing Interests Invoice Innovation Enhance the customer experience -We are no longer utilities -One size does not fit all Keep costs low Protect revenue Product Innovation How do we bill for emerging technologies like cloud? How do we anticipate other technologies that are still being designed? 6 The Cost of Print & Mail Not to be distributed or reproduced by anyone other than CenturyLink entities. Copyright © 2011 CenturyLink All Rights Reserved

7. 7 Billing 2.0 Qwest Consumer Invoice Innovation – A Case Study Background From 2007 to 2009, Qwest collapsed most Consumer invoice styles to one common invoice The project also installed new formatting software Successes Reduction in bill inquiry calls All consumer customers had the same look and feel for the bill What the customer received and what the CSR saw were the same Challenges Presentation still looked like a “utility bill” to a large extent Didn’t reinforce brand and product attributes In late 2009, Consumer Channel wanted to build on recent improvements in the invoice Not to be distributed or reproduced by anyone other than CenturyLink entities. Copyright © 2011 CenturyLink All Rights Reserved

8. Research showed… Customers will continue to want paper bills 57% of respondents in a 2007 Zoomerang study “consider mail the preferred method of delivery for “must-read” documents such as bills and statements” Customers pay attention to invoices Open rate on invoices is 95% while direct mail is only 7% Document review on an invoice averages between 1 and 3 minutes with 85% of people reviewing twice One Adobe study saw bill offer revenue increases of up to 31%; bill offer response rate and time improvements of 36 and 34% respectively Invoice marketing helps perfect the customer experience One on one messaging tells our customers we know them We offer distinctive individualized products and services based on what they already use Invoice marketing is less expensive Already mailing the invoice; decrease production and postage charges on stand alone marketing that might not get read As a result of this analysis, Qwest decided to move to a transpromotional invoice 8 Billing 2.0 The Qwest Consumer Invoice – A Case Study Not to be distributed or reproduced by anyone other than CenturyLink entities. Copyright © 2011 CenturyLink All Rights Reserved

9. 9 Billing 2.0 The Qwest Consumer Invoice – A Case Study Personalized marketing offers on the right Customer data used to provide specific offers Transactional invoice items on the left of the statement Bill amounts by category TRANSACTIONS + PROMOTIONS = TRANSPROMO Not to be distributed or reproduced by anyone other than CenturyLink entities. Copyright © 2011 CenturyLink All Rights Reserved

10. Transpromotional bill debuted in former Qwest consumer markets in May 2010 Initial results were very promising -Similar to what is seen in research when color is added to an invoice –More response, faster More importantly, results have held true for over a year -Color modernized the bill; compelling offers made it a better sales tool –Revenue improvement, bill inquiry call decrease -Shortly after deployment, marketing on the bill became the #1 stimulated call reason in former Qwest consumer markets -Revenue from the bill paid for increased bill production costs very quickly 10 Billing 2.0 The Qwest Consumer Invoice – A Case Study Not to be distributed or reproduced by anyone other than CenturyLink entities. Copyright © 2011 CenturyLink All Rights Reserved

11. Accenture research 2008 study of 100 North American and European carriers and 100 large enterprise customers 10% of enterprise customers studied reported having terminated a contract with their carrier because of poor billing performance Convergys research 2010 North America — Corporate Telecommunications Survey More than 50 percent of enterprise decision-makers say that "accurate billing that is easy to understand" is their most important consideration when partnering with a service provider 11 Billing 2.0 Mission Critical in the Enterprise Space Not to be distributed or reproduced by anyone other than CenturyLink entities. Copyright © 2011 CenturyLink All Rights Reserved

12. Anticipating customer needs in the enterprise space is also more challenging Ease of understanding, ability to control costs while providing departmental and other detailed information Analysis of data is critical -View the data in the way the customer views their business -Allow customer to make ad hoc changes and control presentation of data -Enable manipulation of invoiced data Provide billing solutions that fit the product being purchased Solving your customer’s invoice needs can also help your bottom line Moving to an automated online bill analysis tool for former Qwest enterprise customers eliminated the need to print almost one half million invoice pages monthly 12 Billing 2.0 Mission Critical in the Enterprise Space Not to be distributed or reproduced by anyone other than CenturyLink entities. Copyright © 2011 CenturyLink All Rights Reserved

13. Begin with the end in mind Voice of the Customer -What do they need in both existing and new markets you wish to enter? Industry and technology research -SWOT analysis on what is in the marketplace -Key purchases in customer facing applications can make a large, visible difference in your customer experience Capabilities analysis and budget requirements -Can you really afford to build a “world hunger” solution? Planning, execution, governance 13 Billing 2.0 Final Thoughts for Meeting the Challenge What the Customer Sees THE INVOICE (in all its forms) DiscountRatingUsage Not to be distributed or reproduced by anyone other than CenturyLink entities. Copyright © 2011 CenturyLink All Rights Reserved

14. QUESTIONS/COMMENTS 14 Not to be distributed or reproduced by anyone other than CenturyLink entities. Copyright © 2011 CenturyLink All Rights Reserved