Shared Data Plans & Sponsored Access

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

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

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

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

5. 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

6. 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

7. 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

8. 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

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