DPI Deployments (10): AT&T Uses Openet for iPad Monetization

 

Openet announced last week that a "Tier 1 North American Carrier Monetizes iPad Using Openet Solutions" (press release - here).

Since AT&T is the only US carrier offering service to iPad, I’ll take the risk and say that the anonymous carrier is AT&T (see "AT&T 3G Data Plans for iPad" - here).

This follows AT&T's message earlier this month about aborting the unlimited iPad data plan (see "AT&T - No More Unlimited Mobile Data" - here), and offering a self-provisioning option to add volume when the quota has been reached.

According to Mike Manzo, CMO at Openet: “With the iPad supporting Over-The-Air Activation, the operator is implementing both Openet’s Subscriber Initiated Provisioning and Service Pass solutions to give its device users the option to purchase a flexible data plan that fits their needs. By adding a third type of service option, the operator is uniquely able to meet customer needs, which is a powerful competitive advantage.”

In addition, the release states that "Before deploying these solutions, the operator was unable to offer mobile network access for defined period of time and/or usage, whilst not connected to Wi-Fi".

The iPad 3G device is available since May 7th, and within one month AT&T changed the service plan. Since ordering, designing, implementing and customizing the supporting management system take more than a month (to say the least), especially for a network of the size of AT&T, it seems that A&T initial plan was to offer a limited plan, but it experienced a delay in the readiness of the new system for general use. This delay allows the early adapters to continue enjoying the unlimited service plan!

AT&T site explains: "If you choose the 250 MB or 2 GB data plan options, iPad will notify you when 20%, 10%, and 0% data remains. If you exceed the amount of data on your plan, you may immediately purchase an additional data plan or wait until the current plan automatically renews at the end of the 30-day period. Plans expire when you have used all the data included in your plan, or in 30 days, whichever occurs first."