Ad sponsored networks suit hyper growth, too
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Telcordia sees demand in emerging markets
by Tony Dennis
Reinforcing
the point that emerging markets are equally – if not more –
sophisticated than their established colleagues, Telcordia’s Grant
Lenahan says that network operators in areas of ‘hyper growth’ will
be forced to examine advertising sponsored models.
Particularly if
they want to compete against the likes of a Blyk or a Google in their
home markets. Lenahan argues that while most industry analysts say
advertising will prove important in the near future, "Telcordia
believes that it is more important than that."
So
when the necessity arises, Telcordia will be more than ready to help
out its existing customers. “Advertising is just another form of
complex charging,” Lenahan explained.
Consequently provisioning
an ad sponsored network would require no specific products just
existing ones. He also hinted that his company already has two
existing clients that are contemplating launching this very facility
in the near future.
Lenahan wouldn’t name names, so let me provide
some pure speculation. In areas of hyper growth, Telcordia customers
include Oi in Brazil plus Tata and Idea in India.
Another
intriguing conclusion Lenahan was able to draw is that its hyper
growth customers could easily cope with the arrival of a partner like
Apple who demands a revenue share of both data and voice
services.
“It shouldn’t be that complicated,” Lenahan
enthused. “It’s covered by the separations rule.” He’s talking
about his company’s rules engine which goes through three processes
in real time.
Firstly it establishes a price; then it applies any
discount; and finally it deals with any separations. So if it is a
deal with a content provider like Disney – the system sends 60 per
cent of the value to a database entry for that company and 40 per
cent to the operator.
The database then interfaces to any
established accounting system.
He
pointed out that the main problem with a revenue sharing arrangement
is establishing a billing system the customer understands. Operators
might know what a kilobyte is but the average person blatantly
doesn’t.
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