Business IntelligenceIn the Telecommunication Industry

Debesh Majumdar 09BM8016Kumar Bipallav Mani 09BM8068

Why is BI needed in Telecom?

Revenue leakageInaccurate or missing inter-carrier billingFraudChurnInefficient network usage and least cost

routing plans

Gartner PredictionsThrough 2012, more than 35 per cent of the

top 5,000 global companies will regularly fail to make insightful decisions about significant changes in their business and markets

By 2012, business units will control at least 40 per cent of the total budget for BI

By 2012, one-third of analytic applications applied to business processes will be delivered through coarse-grained application mashups

Advantages of using BI Discovering new revenue opportunitiesFine-tuning operations for improving

customer experienceAdvanced analytical functions by monitoring

financial data and analyzing models to develop loyalty

Expressive information on customer activity for suggestions on better service plans

Monitor workforce expenses on customer services

Data Sources and Users

Data Sources Data Users

Call Detail (Switch) Marketing

Billing Data (Billing Centre) Sales

Customer Care (Call Centre)

Service

Subscriber Data (Operational CRM)

Operation and Maintenance

Network Performance (OSS) Network Planning

DW Model

DW Model

Technological Architecture Data Sources

Call Detail (Switch)

Billing Data (Billing Centre)

Customer Care (Call

Centre)

Subscriber Data

(Operational CRM)

Network Performance

(OSS)

Data Users

Marketing

Sales

Service

Operation and Maintenance

Network Planning

ETL

Data Mining

Data Mart

Key Performance Indicators

•Wait times

•Average speed of answer

•Call volume

•Number of complaints received

Call Centre

•Availability

•Service life of equipment

•Downtime

•Call completion ratio

Capacity Planning

•Average revenue per user - ARPU

•Average revenue utilization – ARR

•Minutes of usage per user

•Profit and loss analysis

Financial

Analysis

Key Performance Indicators

•Average score from external surveys

•Average score from internal surveys

•Total number of complaints

•Total number of unresolved issues

Customer Satisfactio

n•Mean

opinion score

•Service•Duration

of calls•Billed

amount of each calls

Quality Usage

•% of land covered with services

•% of population covered with services

•Average land unavailable to services

•Average population unavailable to services

Coverage

Key Performance Indicators

•Effect of promo campaign on subscriptions

•Trend analysis

•Segment analysis

•Call behaviour analysis

Marketing

•% of open and level of escalationpriority

•Mean time to resolved

•Work in progress

•Customer service level statistics

Faults Complaints

•Normal traffic

•Identity deviations from normal traffic patterns

•Normal usage per customer per area

•Identify phone numbers with high deviation

Fraud

Key Performance Indicators

Front Office Marketing Churn Analysis, Customer Profiling

Sales Sales Performance, Channel Performance

Service Customer satisfaction, Call centre utilization and optimization

Back Office Operation and Maintenance

Revenue Assurance, QoS Analysis, Trend analysis for maintenance activity, Traffic data certification

Network Planning

Traffic distribution (origin, destination), new service delivery impact on network infrastructure

BI Tools availableSl. No Tool Version Vendor

1 Oracle Enterprise BI Server

10g Oracle

2 SAP Business Objects R4 SAP

3 SAP Netweaver BI 7.0 SAP

4 SAS Enterprise BI Server 9.2 SAS Institute

5 Microsoft Integrated BI 2010 Microsoft

6 IBM Cognos Series 10 10.1 IBM

7 Microstrategy 9 Microstrategy

8 Oracle Hyperion Systems 9 Oracle

Open source BI toolsBIRT Project

Gartner Magic Quadrant

TCO of BI applications

Thank You!