Mobile number portability

Education

rajeevrajgupta
  • 1. STRIKER25 February 2012 1
  • 2. 25 February 2012 2
  • 3. Mobile Number portability (MNP)  Mobile subscribers enables to change their service providers, their location without having to change their existing phone numbers.25 February 20123
  • 4.  Mobile consumers find it hard to move from onenetwork operator to another with a better plan, unless theyare ready to change their old mobile number and update alltheir contacts with the new number. The result isconsumers often stick to one operator even if they aredissatisfied with plans or customer service.Now, with the launch of MNP, consumers can easilyswitch between operators offering different plans whileretaining their old number.(A recent survey by Aegis Consulting and Research showsthat Indians have been waiting for this feature and havemuch to gain with the launch of MNP.)25 February 20124
  • 5. operator service Location25 February 20125
  • 6. Service Provider Portability is the ability of end users to retain existing directory numbers at the same location as they change from one service provider to anotherLocation Portability is the ability of users of telecommunications services to retain existing directory numbers without impairment of quality, reliability, or convenience when moving from one physical location to another. In this case, a given telephone number could be associated with any network termination device, independent of location.Operator Portability is the ability of end users to retain existing directory numbers at the same location as they change from one Operator to another25 February 2012 6
  • 7.  Service Platform  Server  Central Reference Database(CRDB)25 February 20127
  • 8.  Reference database for the ported numbers• Storage of present and historical information related to ported numbers Message relay• porting confirmations• porting requests Message Validation• Message order and parameter contents are validated before relayed or broadcast. Message Flow Control• flow of administrative messages between the service providers and network operators connected to the CRDB.25 February 2012 8
  • 9. 1. ALL-CALL-QUERY METHOD  The originating network first checks thelocation of the dialed number in the centraldatabase and then routes the call directly to therecipient network (the network where anumber is located after being ported).25 February 20129
  • 10. 2. QUERY-ON-RELEASE  The originating network first checks the status ofthe dialed number with the donor network (theinitial network where the number was locatedbefore ported).  The donor network returns a message to theoriginating network identifying whether thenumber has been ported or not.  The originating network then queries the centraldatabase to obtain the information regarding therecipient network and routes the call directly to therecipient network.25 February 201210
  • 11. 25 February 2012 11
  • 12.  3.ONWARD ROUTING (CALL FORWARDING). Originating network connects to the donor network.If the dialed number has been ported, the donornetwork itself routes the call to the recipientnetwork.25 February 2012 12
  • 13.  Once into the new SP-B, the customer can‟t move out and retain the number at the same time for the next three months.  The entire process may take more than 4 days to a maximum of 6 days.25 February 201213
  • 14.  The process works as follows -  A customer who has a mobile number connection active for three months (90 days) with Service Provider SP-A, wants to use new service from Service provider SP-B. They want to retain her current mobile number.  They have go to the SP-B. Fills up forms, giving him enough details.  SP-B goes to the central agency. Either with one request or with bulk of them. Queries for more details. This process is known as “Dipping”. The customer can be charged for this. The dipping charge may not be more than Rs 19 per request per customer.25 February 201214
  • 15. 5Recipient ServiceDonor Service port request ProviderProvider request response 6 3Inform & Issue Porting Authorisation Code (PAC)Negotiate 21 request Approach with PAC Dealer 4Subscriber7 respond to port request 25 February 2012 15
  • 16. 0perator Mobile Advertising Strategies withMNP Without MNP, operators were mainly able totarget a limited audience who were getting a newnumber. Migration opportunity was smaller andROI harder to achieve using any advertisingapproach including mobile advertising. With thelaunch of MNP, the entire population of mobileusers are now open to every operator; hencedemand for better advertising and marketing is areality under MNP. It is evident that operators with better choicesand offers will benefit from this new reality.25 February 2012 16
  • 17.  Idea Cellular Ltd. ran an aggressive television campaign asking people to “Get Idea”. The concept behind this was to call out the differentiators that Idea was offering.  Vodafone India took a more inclusive approach by „welcoming everybody‟. With the „Everybody‟s welcome‟ tagline, Vodafone has taken a more confident, leadership approach relying on a friendly, likeable tone to the advertising.25 February 201217
  • 18. Tata DoCoMo went with an aggressive mobileTwitter campaign and also initiated a hash tagcampaign named #switch2TataDoCoMo,which it inserted into all its tweets on MNP. Atypical tweet by the company read, “If yourlooking to switch then ensure its to a #3Gready network, who believes in cool offers..25 February 2012 18
  • 19. 1.Target Competitive Network  a. Plain Targeting: Push your campaigns to attract customers from other networks to migrate to your network. Create awareness about your attractive tariff plans  b. Survey: Understand what it would take to attract a specific category of users. Get to know what they don‟t like about their network and customize a plan, which migrates them to your network25 February 2012 19
  • 20.  c. Incentive Buying: Push discount coupons, instant gratification, additional memberships and tell them about your loyalty programs for quick registrations / enquiries to migrate to your network. If somebody registers then announce the same through their facebook page by linking online registration forms to social networks  d. Handset targeting: Intercept all the 3G enabled phones in other networks and inform them about your offers to increase migration to your own network25 February 201220
  • 21. 2. Leverage your own network  a. Refer a friend: Request your own subscribers to refer their friends and give instant gratification like CUG calls among all friends of the user who migrates from another network to your network  b. Feedback: Get to know the feedback on your network from your existing users. What they don‟t like or like about your network. This will help the operator in improving services and get to the facts that can be used for brand communications.25 February 2012 21
  • 22. 3. Utilize Mobile Effectively  a. Calls to Action: Mobile offers a wide range of calls to action such as Click to Call, Click to SMS, Click to Video etc.  b. Creative Banners: The creative banners available on mobile are far superior to the ones available on traditional media. Your campaign banners can be of different sizes to best suit the phone it is displayed on, can have animations on it, can be a full screen ad before an application loads etc. Ensure that you work all these options into your ad campaigns25 February 201222
  • 23.  BENEFIT OF MNP IN INDIA TO USERS: • will not have to change the number . • save money by having the best plan you like.  BENEFIT OF MNP IN INDIA TO OPERATORS: • Savings in expenses for reserving a number-series: • Less struggle for newcomers:  BENEFIT OF MNP IN INDIA TO GOVERNMENT: • More competition means more revenue • More investment in market:25 February 201223
  • 24.  The switching from one operator to another requires you to pay Rs.19  You still have to follow the same old procedure of going to a shop, getting a new SIM It takes time for the switch to take place.25 February 2012 24
  • 25.  Technology change  More competition with other companies  Underlying network changes25 February 2012 25
  • 26.  The future seems to be bright for this technology in India.  According to the government statistics, about 68% of all mobile customers change their mobile phone number at least once in a year.  When Mobile Number Portability in India is complete, the number will drop significantly and only those people will change the numbers who really want to disconnect the mobile service25 February 2012 26
  • 27.  The MNP process is relatively new to India but holds lots of scope.  With the revolution of mobile telephony sector in India, the subscriber base has grown by leaps and bounds over the past decade.  It can also lead to lots of errors like customer dissatisfaction, misalignment between the old and new service operator, loss of revenue and negative publicity. Hence proper infrastructure needs to be in place for it starts in India.25 February 201227
  • 28. Query……?25 February 201228
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    • 1. STRIKER25 February 2012 1
  • 2. 25 February 2012 2
  • 3. Mobile Number portability (MNP)  Mobile subscribers enables to change their service providers, their location without having to change their existing phone numbers.25 February 20123
  • 4.  Mobile consumers find it hard to move from onenetwork operator to another with a better plan, unless theyare ready to change their old mobile number and update alltheir contacts with the new number. The result isconsumers often stick to one operator even if they aredissatisfied with plans or customer service.Now, with the launch of MNP, consumers can easilyswitch between operators offering different plans whileretaining their old number.(A recent survey by Aegis Consulting and Research showsthat Indians have been waiting for this feature and havemuch to gain with the launch of MNP.)25 February 20124
  • 5. operator service Location25 February 20125
  • 6. Service Provider Portability is the ability of end users to retain existing directory numbers at the same location as they change from one service provider to anotherLocation Portability is the ability of users of telecommunications services to retain existing directory numbers without impairment of quality, reliability, or convenience when moving from one physical location to another. In this case, a given telephone number could be associated with any network termination device, independent of location.Operator Portability is the ability of end users to retain existing directory numbers at the same location as they change from one Operator to another25 February 2012 6
  • 7.  Service Platform  Server  Central Reference Database(CRDB)25 February 20127
  • 8.  Reference database for the ported numbers• Storage of present and historical information related to ported numbers Message relay• porting confirmations• porting requests Message Validation• Message order and parameter contents are validated before relayed or broadcast. Message Flow Control• flow of administrative messages between the service providers and network operators connected to the CRDB.25 February 2012 8
  • 9. 1. ALL-CALL-QUERY METHOD  The originating network first checks thelocation of the dialed number in the centraldatabase and then routes the call directly to therecipient network (the network where anumber is located after being ported).25 February 20129
  • 10. 2. QUERY-ON-RELEASE  The originating network first checks the status ofthe dialed number with the donor network (theinitial network where the number was locatedbefore ported).  The donor network returns a message to theoriginating network identifying whether thenumber has been ported or not.  The originating network then queries the centraldatabase to obtain the information regarding therecipient network and routes the call directly to therecipient network.25 February 201210
  • 11. 25 February 2012 11
  • 12.  3.ONWARD ROUTING (CALL FORWARDING). Originating network connects to the donor network.If the dialed number has been ported, the donornetwork itself routes the call to the recipientnetwork.25 February 2012 12
  • 13.  Once into the new SP-B, the customer can‟t move out and retain the number at the same time for the next three months.  The entire process may take more than 4 days to a maximum of 6 days.25 February 201213
  • 14.  The process works as follows -  A customer who has a mobile number connection active for three months (90 days) with Service Provider SP-A, wants to use new service from Service provider SP-B. They want to retain her current mobile number.  They have go to the SP-B. Fills up forms, giving him enough details.  SP-B goes to the central agency. Either with one request or with bulk of them. Queries for more details. This process is known as “Dipping”. The customer can be charged for this. The dipping charge may not be more than Rs 19 per request per customer.25 February 201214
  • 15. 5Recipient ServiceDonor Service port request ProviderProvider request response 6 3Inform & Issue Porting Authorisation Code (PAC)Negotiate 21 request Approach with PAC Dealer 4Subscriber7 respond to port request 25 February 2012 15
  • 16. 0perator Mobile Advertising Strategies withMNP Without MNP, operators were mainly able totarget a limited audience who were getting a newnumber. Migration opportunity was smaller andROI harder to achieve using any advertisingapproach including mobile advertising. With thelaunch of MNP, the entire population of mobileusers are now open to every operator; hencedemand for better advertising and marketing is areality under MNP. It is evident that operators with better choicesand offers will benefit from this new reality.25 February 2012 16
  • 17.  Idea Cellular Ltd. ran an aggressive television campaign asking people to “Get Idea”. The concept behind this was to call out the differentiators that Idea was offering.  Vodafone India took a more inclusive approach by „welcoming everybody‟. With the „Everybody‟s welcome‟ tagline, Vodafone has taken a more confident, leadership approach relying on a friendly, likeable tone to the advertising.25 February 201217
  • 18. Tata DoCoMo went with an aggressive mobileTwitter campaign and also initiated a hash tagcampaign named #switch2TataDoCoMo,which it inserted into all its tweets on MNP. Atypical tweet by the company read, “If yourlooking to switch then ensure its to a #3Gready network, who believes in cool offers..25 February 2012 18
  • 19. 1.Target Competitive Network  a. Plain Targeting: Push your campaigns to attract customers from other networks to migrate to your network. Create awareness about your attractive tariff plans  b. Survey: Understand what it would take to attract a specific category of users. Get to know what they don‟t like about their network and customize a plan, which migrates them to your network25 February 2012 19
  • 20.  c. Incentive Buying: Push discount coupons, instant gratification, additional memberships and tell them about your loyalty programs for quick registrations / enquiries to migrate to your network. If somebody registers then announce the same through their facebook page by linking online registration forms to social networks  d. Handset targeting: Intercept all the 3G enabled phones in other networks and inform them about your offers to increase migration to your own network25 February 201220
  • 21. 2. Leverage your own network  a. Refer a friend: Request your own subscribers to refer their friends and give instant gratification like CUG calls among all friends of the user who migrates from another network to your network  b. Feedback: Get to know the feedback on your network from your existing users. What they don‟t like or like about your network. This will help the operator in improving services and get to the facts that can be used for brand communications.25 February 2012 21
  • 22. 3. Utilize Mobile Effectively  a. Calls to Action: Mobile offers a wide range of calls to action such as Click to Call, Click to SMS, Click to Video etc.  b. Creative Banners: The creative banners available on mobile are far superior to the ones available on traditional media. Your campaign banners can be of different sizes to best suit the phone it is displayed on, can have animations on it, can be a full screen ad before an application loads etc. Ensure that you work all these options into your ad campaigns25 February 201222
  • 23.  BENEFIT OF MNP IN INDIA TO USERS: • will not have to change the number . • save money by having the best plan you like.  BENEFIT OF MNP IN INDIA TO OPERATORS: • Savings in expenses for reserving a number-series: • Less struggle for newcomers:  BENEFIT OF MNP IN INDIA TO GOVERNMENT: • More competition means more revenue • More investment in market:25 February 201223
  • 24.  The switching from one operator to another requires you to pay Rs.19  You still have to follow the same old procedure of going to a shop, getting a new SIM It takes time for the switch to take place.25 February 2012 24
  • 25.  Technology change  More competition with other companies  Underlying network changes25 February 2012 25
  • 26.  The future seems to be bright for this technology in India.  According to the government statistics, about 68% of all mobile customers change their mobile phone number at least once in a year.  When Mobile Number Portability in India is complete, the number will drop significantly and only those people will change the numbers who really want to disconnect the mobile service25 February 2012 26
  • 27.  The MNP process is relatively new to India but holds lots of scope.  With the revolution of mobile telephony sector in India, the subscriber base has grown by leaps and bounds over the past decade.  It can also lead to lots of errors like customer dissatisfaction, misalignment between the old and new service operator, loss of revenue and negative publicity. Hence proper infrastructure needs to be in place for it starts in India.25 February 201227
  • 28. Query……?25 February 201228
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