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Shared Data Plans & Sponsored Access. Soumya Sen. NECA Expo, 10 th October 2012. Seattle. The Big Problem?. One user, many devices. Many user, many devices. Entertainment devices can use up more. Children can use up more. Another Big Problem?.

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shared data plans sponsored access

Shared Data Plans& Sponsored Access

Soumya Sen

NECA Expo, 10th October 2012. Seattle.

the big problem
The Big Problem?

One user, many devices

Many user, many devices

Entertainment devices

can use up more

Children

can use up more

another big problem
Another Big Problem?

It’s not just about sharing a cap across devices,

It’s about sharing a cap across bandwidth-hungry apps

the simple answer
The Simple Answer
  • Build “fairness” into the system.
  • Allow “priorities”.
  • Use dynamic planning to increase “efficiency”

Chris

Chris

Bob

Alice

how will this app work
How will this app work?

Set cap.

Set priority.

priority=1

Priority=2

Dailyallocation

by users

+

Usage alerts

Alice

Chris

Fair allocation by apps

+

Usage alerts

trial logistics
Trial Logistics

Control Group

Trial Group

Priority = 1

Priority = 2

Priority = 3

2 GB

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

what can isps do
What can ISPs do?
  • Provide app for better usage sharing
  • Enable user choices & control
  • Help users to allocate fairly

20%

Results

Happy customers

Lower overages

Market leader

Higher revenue

sponsored access
Sponsored Access

ISP

$

$$

App’s

Auction

Engine

$

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.

  • App credits the ISP’s user account

User requests

Notification

  • App negotiates
  • with ISP on cost of #MBs

$

3rd Party Sponsored content platform

  • Advertisers submit bids to the app
  • Users submit bids with # MBs requested, # ads willing to watch

$

  • App notifies users of success/failure

Bids

  • Users watch ads,
  • Gets free access
key modules
Key modules
  • Auction Engine
  • Ad-User Matching
    • User Profiling engine
    • Recommendation Engine
  • Book-keeping
    • Account Crediting
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