Positioning in Telenor's network and increasing value of Telenor's mobile internet portal
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The main aim of this Master thesis was to find the potential in Telenor's network related to positioning and how the value of Telenor's mobile internet portal can be increased. Some history and the evolution of the cellular network are presented to give the reader a thorough understanding of the existing cellular network and it's limitations related to positioning. Since positioning of UEs can be done in several ways, different techniques and technologies are discussed. Today, the current position of a user can be found in 3-7 seconds by the use of Cell ID. The accuracy of Cell ID varies depending of the size of the cell, the antenna beam width and the cell separation. By investing 2-4 million NOK a users position can be found in 1 second, which is sufficient related to positioning of users of Telenor's mobile internet portal. For more accurate positioning, A-GPS is the best solution.Positioning is one of several parameters that can be used in the segmentation of Telenor's subscribers. Being able to segment the subscribers, is without reasonable doubt, a valuable asset for Telenor. Related to the users of the portal, segmentation can be used to adapt pages on the portal to every user, enhancing the user experience from day one. Advertisers can easily reach out to their target group, by the use of these parameters. Instead of being a disturbing element, the adapted advertises will be more interesting for every user. Telenor could at the same time offer these opportunities for advertises in third party inventory.By redesigning the portal page, advertises from external businesses can be shown without affecting the income already generated by banners advertising for Telenor's and third party products. The potential for advertisement on Telenor's portal is huge. Today, Telenor have about 97 500 unique users every day and if the growth of unique users continues as it's done the last two years, Telenor will have over 150 000 unique users every day in May 2010. With todays number of unique users, one banner shown on each page the users view can generate 50 000 kroner each day, assuming todays cost of advertising and 100 % coverage. With segmentation, these numbers could at least be doubled.By analyzing some of Telenor's databases, the analyses show that the young subscribers between 18-30 years are the most active users, but that Telenor's share of this age group related to the Norwegian population is low. Numbers show that a large part of the Djuice subscribers, are 30 years or older and that they still are sent to the Djuice portal, instead of the Entry portal. Several other measures can be taken to increase the activity on the portal. By studying the user pattern, products and services better suited to the user needs can be offered. To increase the user experience, Telenor could offer phones which better fits the use of the mobile portal and products that makes it easier to predict expenses related to the use of mobile internet.