[Shenzhen, China, February 27, 2015]: Huawei today announced that it will introduce the world’s first traffic trading platform at Mobile World Congress (MWC) 2015 as part of its vision “Open ROADS to a Better Connected World.” The new traffic trading platform is designed to enable operators to transition from a customer-centric model to an enhanced business-to-business (B2B) operational model which targets enterprises, as well as fully monetize their traffic assets.
With dramatic changes in subscriber behavior in the era of Internet applications and media, operators are increasingly seeking ways to secure and expand revenue against Over-the-Top (OTT) services. Operators are also seeking to address issues related to outdated data operating capabilities as well as decreasing traffic value in order to transform into pipe service providers. Compounding these challenges, operators must effectively utilize data resources to tap into their installed bases due to the complexity of building multilateral data operational platforms. Although Mobile Broadband (MBB) data traffic has been increasing at a rate of almost 100% annually, operators are struggling to transition to new growth models, for example by transforming from traffic to service sellers, and from consumer sales to partnerships with enterprises and vendors.
In this environment, Huawei’s new traffic trading platform is designed to enable operators to develop new data business models and transition from an operational model centering on customers to an enhanced operational model which targets enterprises. The B2B model enables enterprises and vendors to offer traffic as promotional gifts to users, adopting the concept of "traffic as a red envelope." Those who receive the gift can use it to buy digital products, and also send it to others. Huawei’s traffic trading platform also makes it easy for enterprise, vendors, and OTT service providers to buy traffic, and identify target customers using big data analysis and insight methodologies together with third parties. Through such collaboration, operators can promote their products and services in cooperation with vendors as well as provide recommendations to customers to manage traffic use, and trade or exchange digital products with traffic.
The new traffic trading platform also makes it possible for operators to fully monetize their traffic assets and is instrumental to Huawei’s end-to-end mobile broadband monetization approach (monetized traffic, data and content) enabling operators to utilize their data assets and big data capabilities to evaluate customer values, analyze return-on-investment (ROI) by regions, and make predictions on churn rate. In addition, operators can use their user data to build a partner big data analysis platform and work together with partners by leveraging data products including user preference tags and geographical grid tags to analyze into industries and enterprise-level customers. Finally, Huawei's content monetization approach enables operators to provide personalized content, service packages, and targeted advertising to users based on intelligent data analysis technologies, and provides a modularized platform to content providers, which supports services including content integration in all forms, ad insertion and data analysis.
With a wealth of rich and successful experience in mobile broadband monetization, Huawei offers differentiated E2E traffic operational solutions to operators specific to their operating environments through business and network consulting, technology solutions and integrated services. Huawei’s solutions have been used, to date, in 100+ projects around the world and proven as invaluable revenue building resources for operators.
Mobile World Congress (MWC) 2015 will be held in Barcelona from March 2 to 5. Huawei will showcase its latest products and solutions at Fira Gran Via Hall 1 and Hall 3. For more information, please visit: http://www.huawei.com/minisite/mwc2015/preview/en/index.html.