1. Shared Data Plans & Sponsored Access Soumya Sen NECA Expo, 10 th October 2012. Seattle.

2. The Big Problem? One user, many devicesMany user, many devices Entertainment devices can use up more Children can use up more 2

3. Another Big Problem? It’s not just about sharing a cap across devices, It’s about sharing a cap across bandwidth-hungry apps 3

4. The Simple Answer Build “fairness” into the system. Allow “priorities”. Use dynamic planning to increase “efficiency” 4 Alice Bob Chris

5. How will this app work? Daily allocation by users + Usage alerts Fair allocation by apps + Usage alerts Set cap. Set priority. 5 priority=1Priority=2 Chris Alice

6. Trial Logistics Control GroupTrial Group Priority = 1 Priority = 3 Priority = 2 2 GB All vie for the same cap No prioritization No dynamic fair usage division No control on app usages Fair usage division App usage monitoring 6

7. What can ISPs do? Provide app for better usage sharing Enable user choices & control Help users to allocate fairly Happy customers 20% Lower overages Market leader Higher revenue Results 7

8. Sponsored Access 8 3 rd Party Sponsored content platform App’s Auction Engine $ $$ $ $ ISP $ User requests Notification Bids Users submit bids with # MBs requested, # ads willing to watch App negotiates with ISP on cost of #MBs App negotiates with ISP on cost of #MBs Advertisers submit bids to the app App notifies users of success/failure Users watch ads, Gets free access Users watch ads, Gets free access App credits the ISP’s user account The ISP only determines if advertisers will sponsor the user ISP doesn’t discriminate on what the user accesses once he/she gets the sponsorship. The ISP only determines if advertisers will sponsor the user ISP doesn’t discriminate on what the user accesses once he/she gets the sponsorship.

9. Key modules Auction Engine Ad-User Matching – User Profiling engine – Recommendation Engine Book-keeping – Account Crediting 9

10. Sponsored Content Users to Platform (app): – Submit bids with # MBs requested, # ads willing to watch Platform ISP: – Negotiate cost of requested # MBs Advertisers to Platform: – Submit bids for ads Platform to Users: – notifies success/failure of the request, ads to watch Users: watches ads, gets free access Platform to ISP: Credits money to user account 10