lumata webinar – why winning operators prefer predictive customer value management

Why winning operators prefer predictive customer value management ?

Speaker: Christophe MASSON

Head of Telecom Products

[email protected]

Our story

What we do

3

At Lumata, we have demonstrated long-running marketing expertise in retention & loyalty program design; And powered by the Lumata Expression for Operators platform, we provide proven End-to-End best-practice marketing solutions.

What we do

Using data & intelligence at the centre to understand

and anticipate consumer behaviour,

Lumata enables operators worldwide, establish a true 1:1

relationship with their customers and achieve optimum

customer retention and maximise lifetime value in a highly

competitive and rapidly evolving market.

How we do it

The Lumata Expression for Operators is a unique combination of real-time predictive analytics and trigger based campaign management tools, designed to action highly targeted retention, ARPU stimulation and/or loyalty campaigns instantly. Using cutting-edge technology, Lumata Expression for Operators can be deployed rapidly; and coupled with the analytical approach to customer engagement, ensures optimal return on investment is realised quickly.

We invest in technology innovation Our Story

6

“Lumata acquires ACT750, enhancing product leadership for telecom operators with best-in-class customer base

management solution”

•  Leader in proven loyalty marketing programs •  CRM analytical driven marketing solutions

•  Best in class base management platform •  Predictive analytics •  Next generation technology

Our technology platform and analytics

Our story

Highly flexible, carrier grade technology platform connected to over 120 operators

Proprietary real-time predictive analytics and trigger based decision making engine at the core

Deepest CRM & analytics experience in the mobile marketing space

7

Our global reach Our story

8

200+ technologists, 150+ mobile marketers, 10 years of experience, Market Leader

•  London •  Paris •  Grenoble •  Marseille •  Munich •  Madrid •  Milan •  Moscow •  New Delhi •  Singapore •  Sydney

Lumata client snapshot

9

Mobile Operators Brands and Adv Publishers

What we do

We provide solutions covering the entire customer journey

What we do

Concept Creation Customer Acquisition: Incentivise and create value for new customers

Customer Development: Develop customer value

Customer Retention: Reward and retain valuable customers

Goal: Building a long term relationship with every customer

11

End to end solution offering What we do

12

technology

predictive analytics &

intelligence

marketing services

•  ATL Program design •  BTL campaign design •  Marketing consultancy

•  self-learning predictive analytics

(churn, usage, spend) •  reward optimisation

•  High performance software • 500MillionCDRs/ 10hours/Site • Java based Real-Time Processing Rule Engine

We provide solutions across the entire customer lifecycle

What we do

13

develop maintain retain @risk

BTL 1:1 targeted campaigns

ATL Broad-based marketing programs Large scale ATL marketing programs

Sleeping dogs

Who’s at risk ?

Lost causes Persuadable

Sure things

What’s the right offer

We use actionable predictive analytics

14

Our Process

Winback predicted “voluntary churner” Awake predicted

“persuadable inactive” Do nothing “sure things”

Objectives: Use Predictive Analytics to improve sales, engagement, and retention

•  Embedded with Campaigns Management module

•  Intelligent Self-Learning management

•  Real-time contextual business rules and patterns management

15

Our process

Real-time predictive offering

Predictive Scoring

Don’t try to retain “lost causes” Maximise revenue to

“persuadable upsell”

Real-time Offering

Live Analytics

Objectives: churn reduction, generate customers advocacy, brand awareness, increase CSI

•  Large scale ATL loyalty programs

•  Brand/Voucher management & integration

•  Loyalty points, recharge & win mechanics

•  Reward mix of network, physical and brand prizes,

•  Optional gamification

16

Our process

Loyalty & retention programs

Revenue development solutions

17

Our process

Objectives: acquire customers, increase ARPU, stimulate upsell, cross-sell and stimulate new service adoption

•  Upsell & cross-sell

•  Micro segmentation approach

•  Predictive analytics on usage and spend

Objectives: engage & stimulate usages; stimulate services up-sell; cross-sell and stimulate new service adoption

•  End to End Solution: from analytics to Operation

•  Fully automated and real-time solution (including usage processing)

•  Prediction Management

•  Campaigns Management

18

Our process

Base management solutions

30 %- 50 %

unique participants on eligible customers

Lumata program results across all operators Case studies

19

75%

Would recommend the program in the future

20 %

decrease in churn rate of participating customers

35 %

increase in CSI of participating customers

60 %- 80 %

declared that Operator Brand awareness has

improved thanks to this

8 %- 14 % ARPU increase on

participating customers

Reference Operator Tour

Case Studies – M-Coupon

Orange Wednesdays Building brand equity through film partnership, while rewarding high value customers

Results

Most successful programme for mvouchering across Europe - in its 7th year, 50Mn vouchers delivered across 6 ‘Orange’ markets

Drive churn reduction, change long term film viewing behaviour & drive incremental footfall (UK analysis)

21

Case Studies – Recharge & Win

Telecom Italia Innovative, real-time marketing rewards for TIM’s 25Mn customers

Results

With 2Mn+ redemptions, driving strong ARPU uplift and CSI scores

Payback within the 1st quarter of launch.

22

Case Studies – Prepaid Loyalty

Telecom Malagasy Real-time Prepaid Mobile Loyalty Program and Community Offers for 1Mn prepaid subscribers

Results

15% churn reduction and a notable ARPU uplift across the subscriber base

Higher satisfaction and stickiness of “Ye’low” prepaid customers


23

Case Studies – Prepaid Stimulation & Retention Programs

Orange Ivory Coast

Convergent End to End Retention & Revenue Mgt. solution to Win back dormant subscribers, prevent churn & increase ARPU of active subscribers

Results

Winback dormant subscribers and increase ARPU by 25 to 40% (of previous ARPU)

Double ARPU of re-activated subscribers

Significantly increase tenure of the base


24

Case Studies – Surprise & Delight

MTS Russia & CIS A complete loyalty program launched in 2008, rewarding customer based on network usage and spent

Results

12 Mn program-active customers out of 68 Mn MTS total base

Minimum spending increase (5USD) to get a prize.

High amount of interaction with regular telecom and non-telecom prizes distributed

Reduce churn & increase customer Usage

Case Studies – CoBranded M-Vouchering

Orange UK - EAT Orange customers could go into any EAT store, tap their NFC enabled device against a poster, spin the wheel of fortune on their Orange device to get a free gift from EAT

Results

Customers feel rewarded for their loyalty from Orange all the while getting educated to NFC usage.

Thru the underlying Gamification marketing concept this Orange program was perceived as differentiating and innovative, and increase CSI and brand perception.

26

Case Studies – Convergent Base Mgt.

Telecom Malagasy Convergent End to End Retention & Revenue Mgt. solution to increase share of the wallet in Multi-SIMs environments with micro targeted offers.

Results

40% campaign return rate

After 4 weeks increase ARPU up to 80% on stimulated subs. (of previous ARPU)

Broadly continue sustaining customer loyalty to the operator network

Strongly contribute to rapid adoption of M-money

27

30 - 50 % unique participants on

eligible customers

6 - 8 % ARPU increase on


30 - 40 % increase in CSI of


> 80% of participants are satisfied with the

promotion

Case Studies

And many more worldwide…

28


eligible customers






promotion

Case Studies - Gamification

Telefonica O2

29


eligible customers






promotion


T-Mobile

30


eligible customers






promotion


Proximus

31

Please visit : www.lumata.com

Email. [email protected]

Tel. +44 20 7613 8900

32

§  Thank you for viewing our Webcast

§ More questions ?

a global leader in operator retention & loyalty

lumata webinar – why winning operators prefer predictive customer value management

Technology