O1 1 USE CASES Use Cases for 4G and 5G that grow revenue, open new markets, increase customer loyalty, improve customer experiences and ...
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1O1
USE CASES
Use Cases for 4G and 5G that grow revenue, open new
markets, increase customer loyalty, improve customer
experiences and efficiently leverage partnerships.
2022 EDITION
1O1 USE CASES 2022 EDITION
INTRODUCTION 3. The emergence of rapidly growing challengers in this context will continue
As we come to the close of 2021, the role of connectivity in our lives has and change the shape of certain markets. Some will become dominant
proven to have become more important than ever. The demands on before existing competitors have a chance to move. In an industry that is
remote access technologies have mounted considerably as societies and constantly reimagining itself and its role in the world, expect companies
businesses redefine how they deliver for their citizens and customers. Since to emerge even more rapidly through cloud growth and challenge existing
the publication of the last edition of the 101, the pace of change has only players in a range of areas in the way Apple, Tesla, and Samsung have
accelerated. In this edition, we look at 101 new reasons to be optimistic as we done in the past.
showcase the innovative ways service providers globally are overcoming these
challenges and adapting their offerings to compete in today’s market.
5G is Not Just Another ‘G’
As economies start to re-emerge from the last 18 months, the needs of
different markets will vary greatly. Appetites for certain services will have 5G may extend upon a resurgent 4G but it is also something quite
understandably changed to reflect the moment we are in. As such, the different. When realised, standalone 5G will provide a much richer range of
relevance of specific use cases will depend on where each market is on its opportunities around how services are delivered as well as the flexibility to
journey to return to a new normal. As ever, we have scoured the horizon in serve new verticals. Key 5G features that have implications for new services
terms of what services and applications are likely to drive service provider include improvements to latency, speed, coverage, capacity, and density.
business in the coming months and years. We have updated and refreshed Services will be further driven by multi-cloud scalability. The enablement
this much sought-after compilation based on experiences over the past year of network slicing and data-led automation will mean that networks have
to highlight emerging trends. the intelligence and flexibility to self-manage and self-optimise to ensure
continuity of service.
Key Market Drivers As we look ahead, the worlds of entertainment, education and work have
the potential to blur to the extent that many of the current “home versus
3 key themes that are evident throughout this use case shortlist: office” debates may no longer be relevant. Entertainment will be renewed
and enriched by augmented reality and these will become pervasive in all
1. Life after Covid will be a bit different for many people: mobility and areas where people or businesses want better experiences. Imagine, for
contact will take on a new meaning that just about every business and example, a travel experience where language translation was instantaneous
employer will need to consider. Consumers too are figuring out what a and seamless. In business, think about electricians who can “see” images
revised balance of home and work life should look like. Their relationship of pipework, or machines doing dangerous work in hard-to-reach places
with work as it was in 2019 has changed and this will have significant that are remotely managed from another location. The cost savings and
implications on remote access availability. productivity gains will be astronomical, and these types of use cases will
become the ‘norm’ with the secure reliability of 5G. For enterprises, they
2. Mega-trends such as network cloudification and the rollout of standalone will require more control of 5G features to make their services commercially
5G are continuing to accelerate in pace. Everything that can be (cloud) viable. This will be made possible as the 5G network creates a cloud-based
software-based and at the network edge will be. This has implications platform that can be made accessible for partners themselves to interact
for how services will be created, promoted, and securely delivered. with and derive value from. And so, we include new sections on 5G-driven
Partnerships, data, scale, and automation will be recurring themes in the analytics and network exposure in this edition of the 101 along with much
years to come. more to explore.
02
1O1 USE CASES 2022 EDITION
CONTENTS
Click the chapter heading below to bring you straight to the start of that chapter
1 EXPANDED MEDIA & CONVERGENT PLAYS.......................... PAGE 04
2 5G ENTERPRISE................................................................................ PAGE 11
3 5G CONSUMER................................................................................. PAGE 21
4 SOCIETY / GROUP & SHARE SCHEMES.................................. PAGE 28
5 INCREASING ARPU THROUGH LOYALTY & UPSELL............ PAGE 39
6 ANALYTICS DRIVING 5G DIFFERENTIATION.......................... PAGE 48
7 5G EXPOSURE-DRIVEN SERVICES............................................ PAGE 53
8 MOBILE FINANCIAL SERVICES................................................... PAGE 60
9 FURTHER COVID-DRIVEN REMOTE SERVICES..................... PAGE 66
10 TEN HONOURABLE FURTHER MENTIONS............................. PAGE 71
03
1O1 USE CASES 2022 EDITION
1
EXPANDED
MEDIA &
CONVERGENT
PLAYS By Frank Healy
Product Marketing Director, Openet
The competitive environment has certainly required that
service providers move beyond “all-you-can-eat” data,
text and calls. The best providers are ever more closely
in tune with when and how users are willing to pay.
There are few better mechanisms than entertainment
and media to drive new sources of revenue as well as
loyalty. Media is being consumed differently now and that
change is evolving faster than ever by cloud-based and
on-demand services.
Users often want the total flexibility to buy on a one-
time purchase basis, or subscribe, with short-term
commitment, try-before they buy, purchase an underlying
base commitment or apply occasional add-ons when
needed. All of these purchase options and more, as
well as bundles, some of which will also continue to be
advertising-led, will need to continuously evolve but
cannot become burdensome. Soon also, new devices such
as 5G-enabled VR/AR headsets, other gaming devices
and even connected cars will be made available as add-
ons to existing bundles, or, as part of new and separate
bundles. Here we look at some of the best services which
point to much more to come.
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1O1 USE CASES 2022 EDITION
1.1 TV Bundles with Consumer Focus
Traditional cable and satellite subscription-based TV services are in
decline in many markets, so why would a service provider such as the
T-Mobile USA focus on “skinny bundles”? T-Mobile wanted to keep
it’s home-based, younger subscribers connected with TV in readiness
for 5G. T-Mobile started with its TVision ultra-inexpensive Vibe TV
package, with 30 entertainment channels and price at just $10
per month plus an optional $5 for 100 hours of DVR cloud storage.
Subsequently T-Mobile pivoted to partner with YouTube TV and Philo
with similarly low-price starting points. Neither service has
long term contracts.
T-Mobile is likely to also make these skinny bundles available to non-T-
Mobile subscribers thereby extending the brand’s addressable market.
These services allow subscribers to continue with TV while allowing
T-Mobile to upsell 5G home bundles including TV as they become
available. Meantime, users can share access while at home and stream
on the go.
1.2 Yoodo Add-ons
Yoodo Malaysia (powered by Celcom) has updated their price plans
to include over 20 content and social media “add-ons” that the
customer can choose from when they sign up to one of their post-
paid plans. Add-ons are grouped apps (e.g. social, streaming, gaming,
productivity) and include branded essentials: Facebook, WhatsApp,
Netflix, Spotify, VIU, Teams and Zoom. Pricing is per group of apps but
what’s interesting (and clear in pricing) is that each grouped add-on
chosen comes with 20GB of data per app. Clean promotions and
segment focus add to the attractiveness of this one.
Click here to return to the contents page EXPANDED MEDIA & CONVERGENT PLAYS 05
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1.3 Mega-Bundles with Oomph
As some providers aim to become more niche with skinny offers and
add-ons, others continue to expand the bundle. Never one to hold
back on bundles, Virgin Media UK and Ireland seem to offer the lot in
their mega bundles: fibre broadband as well as 5G mobile, 100s of TV
channels including sports, cinema channels, and continuance of “roam
like home” for mobile use. A multi-award winner for service during the
pandemic, including “best switcher” [from other providers], they have to
be believed when they say “we won’t stop there”.
1.4 Shift the Focus to the Gadget
If the mega-bundles are just too expensive for a given market then one
tactic can be to switch the focus to a new device. Some users have been
a bit underwhelmed by smartphones for a while but have been primed
for VR and AR for some time and we can expect device manufacturers
to carry out huge amounts of promotion in the coming years. Some of
those devices may even be sold directly to end-users (in partnership with
telcos, of course). Others can be sold through telco channels as stand-
alone items whether prepaid or postpaid or as an add-on to existing
bundles. Future connected “gadgets” will include cars, wearables and a
spectrum of other devices including security cameras and smart meters.
EE UK is known for device add-ons having been an early promotor of the
Apple watch with directly connected eSim. More recently, it has been
promoting the Sony Playstation VR starter pack. Expect a lot more to
follow on the VR front from EE.
Of course, everyone loves something for free and somewhat at the
other extreme from VR add-ons is Proximus’ free WiFi booster for their
own home-WiFi, in addition to free setup. Such free but highly useful
add-ons can gain additional loyalty and tip decisions in favour of their
bundles.
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1.5 5G Fixed Wireless Access (FWA)
What better way to have users consume than simply giving them a means to
do so? 5G FWA (Fixed Wireless Access) was an early promise of 5G (its initial
“Release 15”) and is already living up to expectations in terms of providing
an alternative to fibre-to-the-home / business. No surprises that AT&T has
been a strong advocate and a benchmark for other providers. AT&T usage
examples for enterprise include: POS solutions for retailers, pop-up stores,
and backup. Competitor: Verizon has been keen to promote even faster
speeds and multi-year price commitments for enterprises. Expect 5G FWA
to play a major role in the replacement of wires in homes, enterprises and
social settings for many years to come and serve a major role in connectivity
advancement in many countries.
1.6 Subscribe to More / Fan Packages
Exclusive content can increase consumer attention and extend as well as
deepen relationships with existing and new subscribers. Service providers
continue to innovate in this regard. What better way than tying up
exclusive content in a multi-way sponsorship. One such example is Verizon’s
relationship with the Phoenix Suns basketball team. Exclusivity is ensured by
Verizon’s close involvement with the Suns on several levels. The Suns test a
range of 5G-driven performance apps and real-time measurements in their
training facility including an array of HD cameras. Fans attending games will
be able to use their 5G phones to enhance the game experience by watching
live action and instant replays as well as data from live camera angles.
Phoenix Suns are also using BlueJeans by Verizon [it’s a conferencing app] to
deliver a “Second Screen” experience that provides a new and interactive way
for fans to watch and engage with their favorite team and brands across the
NBA. This complements the Suns’ livestream of the game. Using BlueJeans
Events the Suns provide fans with additional streamed video content they
could interact with in real time using polls, chat interactions, “hand raise” and
other platform features during games, including interviews with NBA legends
and insiders, contests, and promotions.
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1.7 VR of Course
The somewhat delayed Tokyo Olympics may in future be considered as having
been one of the the first mainstream events watched around the world in
virtual reality albeit in relatively small numbers compared to overall viewership.
(Gamers may disagree – see Fortnite case below). The Discovery+ channel was
a strong promoter of live and immersive access to the Olympics.
Live events being watched with the help of body-cams on athletes and
referees have been around for some years but are now well and truly possible
as devices and latencies continue to improve. Upgraded stadia and venues will
have hundreds if not thousands of camera angles to choose from – thereby
providing an increasingly immersive, flexible and even personalised, virtual
viewer experience. VR has come to mean different things as the technology
evolves and we’re increasingly likely to hear about “XR” which is a mix of virtual,
augmented and mixed reality experiences. All eyes are now on Paris for the
next Olympics.
In the wider VR and AR market, some big names in gaming are piling in and will
become more familiar. Examples include: Niantic’s Harry Potter: Wizards Unite
which plans to employ 5G to seamlessly combine our real world with the world
of wizardry. Expect to hear a lot more from Niantic in coming years.
1.8 Connecting and Reconnecting with
a Wider Audience
Vodafone is already a multi-play powerhouse with some incredible bundles.
It has also been enhancing other means to deepen involvement with a wider
range of age groups. Vodafone has partnered to safely promote its Neo-
branded smartwatch for kids in the UK and Ireland, with content from Disney,
Pixar, Marvel, and Star Wars, whilst allowing safe connectivity to that new,
younger set of fans. Meanwhile, having already recognised an under-served
segment prior to the pandemic, Vodafone had reconnected with an older
audience in the 70+ age group by offering free community-based smartphone
classes. It then activated a support-line dedicated to older age groups with
broad recognition as a highly valuable support function. This was a true
benchmark of adaptation with community value.
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1.9 5G-Powered e-Sports and International Gaming
Mobile gaming is already larger than PC and console gaming by revenue
and the trend will continue. No selection of new-media use cases could be
complete without mention of mobile esports and live gaming (as opposed
to Olympic games and field-sports mentioned above), which can be
watched online by tens of millions of gamer fans. Driven by increasingly
large cash prizes and sponsorship they will continue to grow in the context
of 5G. The benefits of distributed 5G and mobile edge computing mean
that more processing can be done on the network and not on the devices
– which takes the pressure off those devices to be as powerful as their
tethered cousins. Just about every demographic is gaining interest and it
is evolving from more passive viewership of pro-gamers to participation.
Improved latency and bandwidth will mean that live-event gamers as
well as viewers will be increasingly at dispersed locations and countries.
5G will enable the growth to continue at an even faster pace. Singapore
in aiming to be a gaming powerhouse and Singtel started its own
competitive league in 2018 which it has expanded to a regional scale while
ramping up investments in mobile-gaming platforms like Storms.
1.10 Gamer-First Packages
The rise of gaming is so strong that participant brands will become
household names. Netflix has already announced inclusion of mobile
gaming in its packages and we can expect a lot more to come from
them. What if gamers were to opt-in to a exclusive gaming access first
and connectivity was a secondary side-benefit or simply assumed? So
they subscribe to unlimited access to watch their favourite gaming team
practice and participate at tournaments. Under the branding hood would
be a telco that “powers” or even white-labels the experience on behalf of
the gaming team or other sponsoring brands. It could all be managed via
5G network slices (one for the gaming team and another for the fans). All
that would be required is an ultra-flexible, standalone 5G network.
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Dhiraagu, a service provider based in the Maldives has launched a “Gamehub”
platform which means their mobile customers get access to 700+HD games
and they have free rated the data used to download the game as part of
their plan. The games available do not include any in-app purchases which
will be some relief to parents who might be signing up to this package for
their kids. They also offer these plans in weekly or monthly formats to make it
more flexible for their customers.
Dhiraguu is an example of a service provider heavily focused on gaming and
we believe a logical evolution will be to provide more gamer-specific packages
where connectivity is almost an addon to gaming (not vice versa) – albeit an
essential one.
1.11 Not Just for Gamers: In-reach Concerts
Marshmello, Travis Scott and Ariana Grande might not feature highly in the
playlist of the average telco exec or board member, but they have something
in common. They have all had hugely successful online concerts using the
Fortnite platform as a means to reach millions of music fans with live
music events. These events are heavy on computer graphics and therefore
bring new definitions of virtual, live events as well as 5G-driven immersive
opportunity. Scott’s in-game live performance attracted over 12 million live
viewers and points to the future of live entertainment. With the capacity
and scaling available on 5G, expect such numbers to continue to grow. It’s an
incredible opportunity for service providers to participate as 5G coverage is
extended.
Click here to return to the contents page EXPANDED MEDIA & CONVERGENT PLAYS 101O1 USE CASES 2022 EDITION
2
5G
ENTERPRISE
By Frank Healy
Product Marketing Director, Openet
As 5G continues to roll out rapidly and in more places
as standalone (SA) 5G, many service providers are
making key strategic decisions regarding the future of
their businesses - from which use cases will follow. This
is especially important for the enterprise market, which
many in the industry believe will represent the greatest
portion of 5G value. At Openet we have identified
four key service provider strategies that 5G will better
enable due to the flexibility and openness of the enabled
network. These are broken down by the amount of risk
and involvement down to the end (in this case enterprise)
customer as well as the resulting value. Given the early
stage of development of (especially SA) 5G, these are
somewhat predictive groupings but we provide examples
where we believe they currently exist. These are not
mutually exclusive groupings and some service providers
may offer all four flavours of B2B2x offerings.
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At one end (low risk, lower margin) will be pure “XaaS” wholesale
models - often involving “co-opetition” with other telcos. This is
similar to wholesale offerings as they would have previously been
known to operators but now more flexibly enabled in a cloud and
5G context. At the other extreme of low risk but high reward is the
enablement of enterprise “micro- operator” or specialist operator, 2.1 XaaS example: Network sharing &
where large enterprises take on roles of semi-autonomous roaming for 5G
operators for their particular environments. These enterprises
may enable a range of use cases “on behalf of” the operator for Networks, especially in a cloud-based 5G context are becoming more flexible
their (typically large or complex) environment. Additional strategic and open to partners than ever before. As 5G spectrum typically results
options for operators are ecosystem orchestration and more direct in shorter coverage range than its 4G predecessor, rollouts may need to
ownership of end-to-end enterprise use cases. 15 examples with be more concentrated. Most likely, service providers will need an evolved
specific use cases are described below network-sharing and roaming capability that did not exist with 4G. Global-
SIMs are expected to work everywhere and with 5G, a wider range of
SIM-enabled or, more likely, e-SIM enabled devices will be expected to work
everywhere. Devices themselves will be expected to simply work “out of
Low risk the box” and “everywhere”. With a greater range of devices this will require
openness, partnership and control at a level not seen before by the telecoms
Specialist service industry. It’s no surprise that AT&T and Japanese provider NTT Docomo have
XaaS provider been moving ahead rapidly with 5G roaming.
Risk
Ecosystem
orchestrator E2E
High risk Value $
Figure 1: 5G GTM Risk Reward Positioning
Whatever the strategic focus, service providers are enabling more
and more enterprise opportunities by exposing more of their
enhanced 5G capabilities to customers and partners and becoming
more cloud-flexible. Or to put it in another way: by becoming more
like enterprise customers themselves. The opportunity is still vast. We
cover specific 5G exposure capabilities for partners in a later chapter
but here we focus more on directly- provided enterprise services..
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2.2 XaaS example: “Basic” network slicing
commitment
Analysts at Appledore Research define NaaS as when a wireless network’s
resources are easily exposed to third parties, making it possible for new
services to be created with minimal effort. As a subset of that, there is no
doubt that “slicing as a service” has been hyped in the run up to 5G rollouts
but will soon start to come to fruition and scale rapidly especially as stand-
alone 5G becomes more widely available. Systems integrators and larger
enterprises will be looking for dedicated network slices to run particular
high-value services. Think of hospitals’ MRI scanners that must have “total”
reliability. The equipment may need to be allocated to a specific slice but once
installed will not need to be managed locally by the hospital. It just needs to
work with appropriate quality allocated when required. SLAs (Service Level
Agreements) will become more common – especially at enterprise level. We
remain confident that in the coming years certain service providers will be
seen as the “go to” providers of network slicing for a wide range of enterprise
requirements.
2.3 XaaS example: eMBB and FWA channel partner
enablement
The first wave of (typically non-standalone) 5G has already enabled
enterprises to boost existing speeds or achieve access that was unthinkable
just a few years ago. This provides a boost to partner systems integrators
and enterprise customers alike. The rapid rollout and 10x speeds from
enhanced mobile broadband (or eMBB) now available to enterprises can be
game-changing and represent a huge early 5G opportunity. Resellers often
address specific segments such as agriculture or SME or large businesses and
have specifically tailored solutions for each segment. Volume of connections
or bundles of standard offerings for their particular focus segments is
their objective and quite often bespoke settings are not needed. AT&T and
T-Mobile USA have both been especially strongly promoting fixed-wireless
access (FWA) benefits through channel partners and can be expected to
continue with this approach.
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2.4 B2B End-to-End example: Advanced
manufacturing enablement
Service providers may decide to provide focussed offerings end-to-end as
the principle B2B services provider. So for example they may supply services
including high-definition cameras to a car manufacturer that requires 5G and
ultra-reliable low latency (URLLC) on a production line. One such example
has been the use of high-definition cameras on production lines of car
manufacturers in Korea as enabled by local service provider: KT. The smart
factory solution uses 5G to connect cameras and transfer high-definition
image data onto a cloud network in real time with near-zero latency to
automatically inspect the quality of products and control production.
2.5 B2B End-to-End example: Enhanced emergency
response
First responders need to ensure that they have the dedicated networks they
need at critical moments and in locations that may not traditionally have
high capacity but could become over-burdened during an event that requires
their presence. Think of a road traffic accident at a (normally) relatively quiet
location. Traffic congestion may build up rapidly and the responders need to
know that their mobile data (and voice) is not competing on the network for
bandwidth versus local residents’ streaming of video. With the right quality
of service prioritisation down to responder application level, perhaps further
enabled by a network slice, there will be reliable connectivity during the event.
Bell Canada has long been a supporter of first responders and continues to
prioritise their mobile broadband connectivity when they need it most.
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2.6 B2B End-to-End example: Drones
(yes, but now for real!)
It seemed like drones got a lot of attention at the start of 5G definition
and rollout but their move to commercialisation has commenced. With
demands for low latency controls and camera downlinks (in some cases
8K 360-degree cameras with live downlink). One such example is drones
used for bridge inspection developed by Intel. Other recent examples have
included the delivery of pharmaceuticals and medical supplies to remote
parts of Scotland and Ireland. Vodafone has been particularly active in this
space. According to research by NESTA, using drones to assist public services,
including transporting the UK’s National Health Service tests and samples
and supporting the police and fire services, could save the public sector there
£1.1bn by 2035.
2.7 B2B End-to-End example: Fleet Management
(who needs fully autonomous vehicles)
Enterprise clients with huge sunk investments in commercial fleets cannot
wait for full automation. It may be many years before vehicles (especially
high-value commercial vehicles) are fully autonomous but during interim
stages, 5G will have an increasing role to play. Many expensive commercial
vehicles will be possible to retrofit to avail of benefits including advanced
mapping, collision avoidance and night-vision safety equipment coming to
market. Personnel can be trained with the latest AR (augmented reality)
instructions. Many of these features will depend on the low latency (URLLC)
and high-bandwidth capability that 5G provides. With its vast logistics
operations in the USA and further afield Verizon in particular is driving such
innovations (literally!).
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2.8 B2B End-to-End example:
Road infrastructure capacity management
In the UK, O2 is involved with trialling Capacity Manager, which is designed to
help reduce road traffic congestion. Capacity Manager uses the 5G network to
collect real-time traffic data. This data is then fed into a road network model
which provides analysis on how to reduce road congestion and help traffic flow
more freely. As well as using real-time data for modelling, the system also uses
historic road traffic data and AI to predict road traffic congestion. This is just
one of many projects that UK service providers are working on with government
agency Innovate UK, as well as universities, companies and research bodies.
Other projects include autonomous mobility. We have lots more examples of
advances in 5G analytics capability in a later chapter.
2.9 B2B End-to-End example:
KDDI – 5G remote controlled construction
equipment for disaster recovery
Japanese operator KDDI has been enabling use of 5G controlled construction
equipment to assist in disaster recovery efforts. In the aftermath of
earthquakes, typhoons, and heavy rainfall, disaster sites are not only difficult to
access, but they are also dangerous due to the possibility of secondary disasters.
Using a 5G network and 4K3D camera, the KDDI’s trials showed how a digger
can be precisely managed using remote control.
Remote control of construction equipment is not entirely new however it has
previously been carried out using wireless LAN, which provides low resolution
images and makes the remote control work less accurate. With 5G, videos from
the 4K cameras are hi-res and delivered with low latency and more devices can
be supported. When compared to 4G enabled remote controlled construction
equipment, 5G supports 20 X more data, 10 X more devices, and a 10 X
increased in speed.
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Being able to send unmanned diggers and other construction machinery into disaster
zones can help with early response in a safe manner. More generally, the business case for
mining and construction equipment stands up for itself: remote crews can rotate more
easily and be in disparate locations allowing for more continuous operation. Tele2 Russia
and Nornickel have combined forces on the deepest mine in Eurasia with private LTE/5G
to deliver a range of use cases such as high-precision machine guidance and employee
condition monitoring systems, push-to-talk solutions, intelligent video analytics for mining
and machinery, two- way talk, video surveillance, and telemetry (data transmission from
sensors at production sites).
2.10 Ecosystem Orchestrator: General B2Bx enablement
Although it relates to more than a single use case we believe this deserves special mention
as it will ultimately drive thousands of use cases. Flavours include Platform as a Service
(PaaS) frameworks (such as Verizon Thingspace) and extend ultimately to provide for an
enterprise App Store where businesses as well as consumers will be able to select from a
huge range of enabled services. Everything will be facilitated from connected sensors and
traffic lights to security cameras and the multitude of yet-to-be-imagined services that
5G and 5G-enabled IoT will enable.
Rather than fully “owning” all services end-to-end, service providers contribute elements
including device supply, as well as support and connectivity. Verizon “Thingspace” is one
such example and provides a single point of entry for development, connectivity, testing,
and automation tools for IoT. From choosing the right devices and connectivity options
to bundling them with services for device management, security, location, advanced
diagnostics, and firmware updates, enterprises are able to access a variety of tools as
well as a marketplace for their solutions. Verizon’s cloud partners including Amazon
and Microsoft allow for ease of deployment, scaling and added analytics. Roaming
agreements for 5G will eventually cover the 200 or so countries covered with 4G. Other
large operators evolving IoT ecosystems include AT&T and Vodafone.
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2.11 Ecosystem Orchestrator: Industrial Vertical
Focus (China Mobile taking healthcare to the
Edge with 5G medical edge platform)
In June 2020 China Mobile launched China’s first 5G medical edge platform. This is aimed at providing the medical industry in China
with a private 5G network as well as services that include 5G connectivity, computing, storage, service and security. This enables
innovative medical applications, such as remote diagnosis and surgery, AI assistance, mobile medicine and surgical instruction. China
Mobile call out that their 5G Medical Edge Cloud Platform has integrated 5G slicing and edge computing technologies thus being
able to support a wider range of URLLC use cases and provide the required quality of services.
China Mobile has at least 100 internet-based medical applications deployed on their 5G medical edge cloud and say that this will
accelerate the large-scale applications of China Mobile’s new-generation 5G smart hospital solutions.
2.12 Specialist service proveder for specific segments
& facilities: Maritime transport)
In such an evolving scenario, key service-definition elements such as policy control and
charging can be located at the network edge, meaning that the campus, airport, hotel
facility etc. has control to define localised services for local users and even control how
defined user sub-segments are charged. This could be a fully private network or public/
private hybrid. So for example, a large college campus may have 50 thousand or so
students and large numbers of staff with diverse requirements. Students might receive
a particular quality of service in their dorms but critical research equipment in labs may
need slice- based reliability and quality of service as defined by on-campus IT teams. Other
customers on campus might include staff (whose lectures and demos require video and
perhaps VR/AR enablement). Additional service companies operating on campus such as
security or utility (IoT) companies may need intermittent but definable grades of service.
The campus IT team may even need to charge for such services on a prepaid as well as
postpaid basis.
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2.13 Specialist service provider for specific segments
& facilites: Efficient port / Airport.
Similar to the campus scenario, a port or airport may have several square miles /
kilometers with multiple use cases to enable. Some use cases may have high safety and
productivity requirements (such as remotely-controlled cranes requiring URLLC and
edge-based control). Others may require high quality voice (for example, ship-to-shore
voice over new radio). But all may need to be managed locally by local IT teams requiring
local configuration authority. Estimates vary, especially based on pandemic events in
2020 but “smart airport” market value alone is estimated at $25bn by 2025 (Grand
View Research). Rapidly advancing international airports to watch include: Dubai,
Singapore and Incheon in Korea.
2.14 Specialist service provider for specific segments
& facilities: Maritime transport
Vodafone Germany is deploying 5G technology at the Port of Kiel. This is to support the
Förde 5G project in the port. The aim of the project is to examine how 5G can enable
partial and ultimately autonomous operation of passenger ferries. It will also provide
supports for port logistics and sailing.
This involves Vodafone Germany providing a 5G network that will cover part of the Kiel
Fjord, which is a 17-kilometre inlet of the Baltic Sea.
Förde 5G is part of the Clean Autonomous Public Transport Network (CAPTN) initiative
of Kiel University whose aim is to develop autonomous bus and ferry services, with a
pilot application in Kiel. Vodafone’s participation in this project is part of their plan to
provide 5G coverage along Germany’s waterways
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2.15 Specialist service provider for specific segments
& facilities: Smart Factory for automobile production
(Private Network)
No listing of 5G use cases would omit the impacts on the consumer side of the motor
industry. However the large manufacturers are taking further steps towards owning
their own 5G networks and even owning their own spectrum. Both Audi and Mercedes-
Benz have been allocated spectrum in Germany. Mercedes-Benz is optimising
production processes in its factory with new features including capture of vast amounts
of data, accurately locating products on the assembly line and intelligently connecting
machines and systems with each other to support efficiency and accuracy in various
production processes.
5G delivers fast data transfer rates in the gigabit range, extremely short latency
times and high reliability. Multiple further factory applications can be expected from
Mercedes-Benz as it takes full control of its own network.
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3
5G
CONSUMER By Julia Hogarty
Senior Product Marketing Manager,
Openet
5G differentiation strategies are still working themselves out as operators
look to identify the money-saving and money-making use cases that they
will prioritise in early rollouts. Focus so far has largely leant towards enabling
Enterprise customers with the improved network flexibility and exposure
capabilities supported with 5G.
That said, how 5G will redefine Consumer interests is an area of lively debate.
In the first instance, 5G promises a significantly improved network experience
with faster speeds and connectivity from anywhere. But what does 5G
promise beyond faster speeds which most consumers won’t need and access
from remote places where most consumers won’t go? This has been the
primary point of discussion amongst most operators for the last couple of
years as the business case for 5G has been deliberated.
However, the monetisation of ‘new experiences’ is gaining momentum as
the possibilities enabled by lower latency and improved availability open
up a multitude of AR/VR type applications. QoE assurance is likely to also
be a focus for creating new revenue by tiering premium bandwidth for top
tier customers. The creation of network slices as 5G rollouts mature, will
also create unprecedented agility for the trial of new services, enabling new
offerings to be spun up and spun down in minutes rather than months in
response to consumer demand.
As a result of the Covid-19 pandemic, 5G consumer strategies had to be
redevised or put on pause in some cases as the need for novel outdoor
services became redundant overnight. However, as the world begins to
cautiously reimagine what a new consumer existence will look like, there is an
even greater opportunity for 5G to play a central role in redefining public life
for the next few years at least.
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3.1 AT&T Launches Augmented Reality Reading
Experience
AT&T are pushing ahead with their 5G consumer strategy and have
announced an array of novel consumer-focused applications. These
will include AR-aided shopping experiences in stores and the ability
to reliably download content at airports. Who would have thought
the day would come?! In early 2021, AT&T announced that it was
giving customers access to Bookful, a partner app which generated
augmented reality experiences around books to improve reading
comprehension.
New and existing customers with an AT&T 5G device are offered a 6
months free subscription to the Bookful app. A creative way to support
independent learning for children after most families around the world
tackled home schooling during the pandemic, showing the present
need for technology to better support remote learning.
3.2 DNA Finland Offer Tiered 5G Speed Packages
DNA is the third operator in Finland, behind Elisa and Telia, with 27%
market share at the close of 2020. Finland is primarily a postpaid
market, with most consumers subscribing to speed-based tariffs.
Following in the footsteps of Elisa and Telia, DNA launched commercial
5G services and monetised their consumer 5G offerings based on
speed tiers. For €29.90 per month, consumers can avail of 200Mbps at
the lowest tier and 1000MBps for €49.90 per month at the top service
tier based on a minimum 12-month contract.
According to STL, Finland has the highest per capita data
consumption in the world. As of December 2020, DNA reported that
almost 50% of smartphone sales were 5G. As for 5G consumption
trends, DNA reported that network data usage between July and
August 2020 was exemplified by a DNA 5G Home Broadband (FWA)
subscriber consuming an average of 576GB over the two months.
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3.3 NTT DOCOMO Launches 5G Live Music
Experience
NTT DoCoMo launched a 5G commercial services offering in March 2020.
“Shintaikan Live” was a 4G offering focused on the streaming of live music
events. With the advent of 5G, NTT DoCoMo have been able to significantly
enhance this online experience offering with multi-angle video distribution,
augmented reality figures of artists in 3D and the enablement of live
transitioning of consumers to mail-order sites direct
from the experience ‘zone’.
Now as “Shintaikan Live CONECT”, 5G has further enabled the proposition
to enhance its video distribution service to support an 8K live virtual reality
service that allows for real- time viewing of 360° VR footage captured at live
performance venues. Consumers can purchase VR headsets to watch an event
via their smartphone for an immersive experience as if standing in the front row.
The Covid-19 pandemic has put a halt to large scale in-person events. As
vaccines continue to be deployed across the globe, such events are beginning
to trial in earnest with greatly reduced numbers. This creates a timely relevance
for a service like “Shintaikan Live CONNECT”. As of June 2021, NTT DoCoMo
reported 5.3 million 5G subscribers as opposed to 0.149 million 5G users at the
end of June 2020. This is largely due to their aggressive rollout strategy and
rapid 5G adoption trends supported by innovative value-added services.
3.4 Zain Saudi Arabia Launch Innovative
5G Service Bundles
Zain launched its 5G service commercially in October 2019 across 27 cities. At
the time, Zain 5G launch was the third largest globally and the largest in the
Middle East region.
Zain was the first operator in Saudi Arabia to bundle fixed wireless access
(5G-based home broadband) with mobility by launching “Family Plan” in April
2020. This bundle includes 5G-enabled SIM cards with a 5G home broadband
connection, allowing for the connectivity needs of the entire family to be
managed under a single bill.
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Adding to their 5G services, Zain also recognised the potential of
content partnerships to drive 5G adoption. By entering a partnership
with OSN, Zain could provide its 5G subscribers access to over-the-
top video services for free. Sponsored content allows operators, like
Zain, to differentiate as the 5G market globally is proving challenging
to convince consumers of the unique value add. Providing free access
to seamless video streaming is a good way of demonstrating to
consumers how 5G will ultimately make a difference to their user
experience.
3.5 Rogers & University of Waterloo Launch
Canada’s First Autonomous Shuttle
Rogers partners with the University of Waterloo to advance 5G
research in the Toronto-Waterloo tech-corridor. Rogers activated
the University’s 5G Smart Campus in September 2020 to support
research and development of 5G applications and use cases in a real-
world setting. As part this ongoing work, Canada’s first driverless,
fully autonomous 5G shuttle was launched in June 2021. The shuttle,
dubbed the ‘WATonoBus’, operates remotely over the Rogers 5G
network.
The incorporated technology includes an integrated on-board sensor
system providing vehicle intelligence and control; a suite of front, rear
and side cameras providing a 360° view; light detection and ranging
(LIDAR) active remote sensing systems used for detecting objects;
and a WATonoBus smartphone app to help passengers navigate the
campus using the shuttle.August 2020 was exemplified by a DNA 5G
Home Broadband (FWA) subscriber consuming an average of 576GB
over the two months.
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3.6 T-Mobile US Launch SyncUP DRIVE
for Intelligent Vehicle Management
As part of T-Mobile’s IoT application offerings for consumers,
SyncUP DRIVE enables customers to keep track of their vehicle’s
performance while staying connected on the move. The service is
enabled by an on-board diagnostics reader and the car’s health
metrics are accessible via a dedicated app. The IoT device or
‘reader’ tracks the vehicle’s performance, alerting the driver to
potential maintenance requirements, while also monitoring the
driver’s behaviour. In some cases, this data can be utilised to bring
down insurance premiums. The service also provides in-car Wi-
Fi for up to 5 connections.was exemplified by a DNA 5G Home
Broadband (FWA) subscriber consuming an average of 576GB
over the two months.
3.7 POST Luxembourg Bundle Cloud Gaming
As operators look to incentivise customers to migrate to their
5G service, many are bundling free giveaways as part of their 5G
offerings. Some are more straightforward perks, such as CSL
Hong Kong’s 30GB data bonus and 2,000 club points for the
purchase of a 5G smartphone. However, strategic partnerships
with content providers are becoming the most competitive means
of driving 5G interest.
In October 2020, POST entered a strategic partnership with
French online gaming platform, Blacknut, as part of their 5G
launch. This comes as part of POST’s push to position the brand as
a company which is driving digital transformation with a particular
focus on enabling the gaming sector. In March 2020, POST
launched eSports League, the country’s first league dedicated to
video games. Adding the partnership with Blacknut, POST has
become the first operator in Europe to integrate 5G cloud gaming
into its 5G mobile offers.
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3.8 Telenor Bulgaria Offer Premium
Content & Tier Speeds
Telenor launched 5G services in Bulgaria in June 2021 with a series
of tiered ‘Total Max’ plans. All 5G plans offer unlimited data and are
24-month term contracts. As part of the Total Max plans, Telenor offer
three tiers of plan options with varying levels of premium services included.
The premium bundles start at 36.99 lec (USD 22.15) per month and offers
unlimited mobile data with 50mbps download speeds, supports call
roaming in the EU and includes access to content services such as HBO
GO, Deezer for music streaming, Kanuma Pro for news and Bookmate
for e-books. The top tier 5G packages, at 44.99 lec (USD 26.94) and 54.99
lec (USD 32.98) per month include the same premium content services
with the main service enhancement being improved download speeds.
3.9 Vodafone Italy Target Youth Segment for 5G
Vodafone Italy launch a 5G plan, called ‘Shake It Easy’, targeted at
customers under 30 years of age. This plan offers 60GB of data, unlimited
calls and texts as standard and unlimited data for preferred apps
including maps, social, chat, music and meetings. Vodafone also bundle
premium content services in the form of Vodafone Gaming, a 12-month
free subscription to music streaming service, TIDAL Premium, as well as
3-months Netflix access.
As part of Vodafone’s move into the gaming market, they introduce
‘GameNow’, which is a product available to both 4G and 5G customers
as a separate add-on. Accessible via a dedicated GameNow app or
downloadable from the Vodafone Entertainment website, the service
offers access to an archive of video games that can be played on a
smartphone, tablet or games console.
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3.10 5G Service Adoption by
Location & Heaviest User
With 5G, operators will be faced with a torrent of diverse data from a
multitude of vendor systems that needs to be efficiently managed and
processed to create new data insights. The ability to extract network
and service-aware information for correlation against reference data
to enable intelligent traffic management decisioning, network analytics
and network security will be essential.
The contextual correlation of this data creates a deeper understanding
of network behaviour, customer consumption patterns, the implication
of application types on cost and revenue, as well as the overall
management of service experience. This is achieved with a stream
processing platform which can ingest all network data and transform
it into a common format. Once transformed, data can then be
manipulated in near real-time for downstream business applications
and reporting. In this way, operators can understand current 5G usage
by Cell ID and IMSI to determine overall service adoption trends for
particular areas and weighted usage for particular consumers.
Operators need to understand how services are being utilised. The
ability to collect, ingest, aggregate, correlate and contextually enrich
all usage events allows service providers to meaningfully understand
service adoption patterns. This facilitates the development of
appropriate pricing packages and incentive programs based on actual
consumption and user habits. Along with operators, enterprises also
need to have a view of service traction as it is difficult to anticipate
how new services will be adopted.
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4 SOCIETY
GROUP & SHARE
SCHEMES By David McGlew
Marketing Director, Openet
In our last “101” version we had a section on “Group and Share
Schemes”. This time we explore more broadly how the mobile
industry and its related services have developed products and
services for the betterment of our wider society. Over the years
CSPs have recognised the power of targeting specific industry
groups or associations with specific discounts and tariff plans.
Since the pandemic we’ve seen a refinement of this were CSPs
used ‘affinity offers’ to publicly reward front line workers with
discounted tariff plans, as a form of recognition and reward
for their service to society. In line with the idea of giving back to
society, be it environmental causes or charitable ones we explore
how some operators are enabling their customers to donate to
these causes as part of their loyalty programmes. In the context
of wider societal benefit we consider some use cases around the
telco role in enabling Industry 4.0 and it’s various technologies for
environmental monitoring, smart cities and fostering innovation
for small-to-medium-sized businesses.
If anything has been proven during the pandemic, it has been the
massive role that CSPs have to play in society. Their continued
scope for engagement with all age groups and industries to
support, sponsor, aid, define and encourage an unlimited set
of use cases is quite unbounded and deserving of continued
exploration, even if the business case is not always crystal clear
upfront. These are just some great examples that point to the
potential of what is possible.
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4.1 Group Plans: Discounted Plans Based
on your Employer
This style of plan typically allows some customers to enjoy special
wireless discounts through their employer, school, or organisation.
One strong example is AT&T’s “Signature “Programme”. With AT&T’s
Signature Programme for teachers, doctors and nurses, military
service members and veterans, first responders, and their families,
this is typically a 25% discount on unlimited plans and as way of saying
“thank you” to key society contributors. It is a well promoted favourite.
4.2 Donate your Old Phone
to Help The Homeless
A recent study by the UK charity “Crisis” of wider homeless charities
and organisations found that 76% had seen an increase in the number
of people experiencing digital exclusion and seeking help for basic
digital support. 75% also said that lack of digital technology or internet
was presenting challenges in their ability to provide support to people
experiencing homelessness.
Tesco Mobile UK has partnered with the charity “Crisis” to bring a
lifeline of connectivity to people experiencing homelessness. Donated
phones are converted to cash and any proceeds, through the
partnership, provides digital connections, in the form of additional
phones and devices, data, minutes and texts.
This one is brilliantly simple and we touch on further issues relating
to addressing the “digital divide” in this chapter as well as our final
chapter of this playbook.
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4.3 Donate your Reward Points to Charity
Globe, one of the main CSPs in the Philippines, is keen to ensure its
customer loyalty programme can be used for more than cinema tickets
and discounts on consumer goods. It recognised the trend towards
CSR (Corporate Social Responsibility) and the desire from some of
its customers to support environmental as well as social causes.
All Globe accounts can use points to donate to various
foundations and charities. For example:
1. Hineleban Foundation - Your 100 points
donation will help donate one tree
2. Paws International - Your 10 points donation will help
in the medical treatment of rescued animals
3. Save Philippine Seas (SPS) - Your 10 points donation will
help educate a child on the wonders of marine biodiversity
The next step for a number of operators is to use loyalty points or
unused data/voice for cash back into a mobile wallet. (See also
our chapters on Increasing ARPU and Financial Services).
4.4 AR (Augmented Reality) Supporting Local
Tourism in Hong Kong
As tourism reopens so too will peoples’ need for local and tourisim
information. One service worth noting is the CSL 5G lens service.
This is an AR service that provides visual effects and information
over well-known Hong Kong landmarks, but it can be used to
receive marketing offers and promotions from CSL partners in
real-time. The opportunity here is for the delivery of personalised
and real-time contextual offers and the service provider either
gets an advertising fee, or indeed a percentage of their partners’
revenues from purchases made relating to the AR offers.
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4.5 5G Private Network to Support not for
Profit Industry Research
Vodafone Ireland is building a standalone 5G private network in the regional
town of Mullingar and working with a non-profit research organisation:
Irish Manufacturing Research (IMR), the role of which is to investigate
and develop smart applications for Ireland’s high-tech manufacturing
community. IMR’s strategy is to de- risk, de-mystify and deliver advanced
and innovative technologies to Irish manufacturing, boosting productivity
and reducing cost, especially for small and medium-sized enterprises
through early access to industry leading 5G technologies.
Using this standalone 5G MPN (mobile private network), IMR will
develop and demonstrate innovative smart manufacturing use cases in
automated production lines, mobile robots and cobots, and augmented
reality (AR) and virtual reality (VR) displays. These smart applications
require the combination of high capacity (bandwidth), responsiveness
(low latency) and quality of service that is enabled by 5G.
The 5G standalone MPN can be configured for a specific industry or
application and provide a highly sophisticated URLLC (ultra-reliable low-
latency communication) connectivity experience with network reliability
and quality of service in hard-to-reach places. It aims to also demonstrate
that 5G MPN networks also open up a new class of IoT applications.
4.6 Smart Cities for Society: Water Quality Monitoring
with 5G Unmanned Boat
China Unicom’s unmanned boat is equipped with a 5G CPE terminal and
360-degree 4K camera, pushing real-time images and videos of ocean and river
for monitoring water quality through a high speed 5G network. The unmanned
boat works in conjunction with a drone and has 4 sensors which transmit
data in real time to the cloud. For example the pH level is measured as well as
temperature in real time. Where any anomalies can be identified the drone can
be sent to investigate. 5G-enabled devices combined for the improvement of the
environment - it doesn’t get much better.
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