Telecom use cases
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A communications service provider in Malaysia, Celcom Axiata Berhad, implemented a targeted marketing campaign management solution to develop personalized campaigns for customers based on their user data and preferences. The solution helped Celcom increase revenue and offer customers more relevant services, while improving customer retention and market share. It analyzed data like user interaction history and business rules to determine the best offers for each customer. Celcom was able to reduce new campaign launch time by over 80% and improve campaign performance by over 70% using this advanced analytics solution.
Telecom use cases
- 1. © 2015 IBM Corporation Mobile phone users are always looking for better plans and offers. Service providers can never assume that their customers will stay loyal and must work to retain existing customers while increasing their subscriber base. Celcom implemented a targeted marketing campaign management solution that uses real-time subscriber data to develop personalized, targeted campaigns. The solution collects and analyzes numerous data points—including a user’s interaction history and preferences as well as provider business rules and marketing objectives—to determine the best offers for each customer. The solution helps Celcom generate increased revenue while offering customers the services they really want and need. Celcom Axiata Berhad, a leader in the saturated and competitive communications market, needed to significantly improve its understanding of its customers to help ensure customer retention and increase market share. The communications service provider wanted to use existing customer information and analytics to manage a complete marketing campaign process. Celcom wanted to target individual customers with the marketing message most appropriate to their usage and customer profile to improve average revenue per user (ARPU) through higher campaign uptake rates. Challenges: Transformation: Results: Source: GBS project experience A communications service provider in Malaysia improves campaign results by more than 70 percent when it uses advanced analytics and business intelligence in a unified campaign management solution to target customers with offers based on their actual needs. • Reduces new campaign launch time by more than 80 percent • Improves campaign performance by more than 70 percent, in turn increasing campaign ROI • Improves customer loyalty, increases ARPU and reduces churn through personalized campaigns and messaging Celcom Axiata Bhd. Transformation examples A communications company in Malaysia uses analytics to help improve campaign results 1
- 2. © 2015 IBM Corporation With a new business intelligence solution, the CSP can now analyze subscriber and network usage information to develop targeted, personalized messages to maximize ARPU. For example, in urban office areas, cell towers represent lots of nonrevenue-generating capacity on weekends. The CSP can analyze and determine which customers have previously used the towers on weekends and offer special rates to encourage further weekend use. This communications service provider (CSP), which has operations in 17 countries in Africa, wanted to generate higher average revenue per user (ARPU) by reaching out to its customers with targeted campaigns to promote its higher value-added data services while offering incentives for users to talk more. Challenges: Transformation: Results: A communications company in Africa uses business intelligence to help increase user revenue with personalized campaign messages 2 Source: GBS project experience Bharti Airtel Limited is a leading global telecommunications company with operations in 20 countries across Asia and Africa. Headquartered in New Delhi, India, the company ranks amongst the top 4 mobile service providers globally. 460% increase in the number of campaign messages sent in the first year 300 - 400% higher campaign conversion rates from personalized messages Improves ARPU through targeted up-sell and cross-selling campaigns Transformation examples