roadmap to realizing the value of telco data – opportunities, challenges, use cases

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Roadmap to Realizing the Value of Telco Data –Opportunities, Challenges, Use Cases

Srinivasa Ravi, COO, Flytxt


Agenda

What determines the value of Telco Data?

How to realize the value of Telco Data?

Internal and External Monetization – Few Examples

Summarizing – Economic Potential of Telco Data


What Determines the Value of Telco Data

Realization of Economic Value of Data

Business Workflows

Data Integration

Analytics

• Faster Decisioning• Applicability across businesses• Use Case Execution• Secured Sharing

• Advance Analytics• Real-time Analytics• Deeper Insights• Actionability

• Any Data Source• Big Data, Fast Data• Data Quality• Privacy


How to Realize the Optimal Value of Data

Integrate Big/Fast Data

Perform AdvanceAnalytics

Incremental value with

smarter decisioning

Measure and Continuously

optimize

Share insights todrive adjacent

services

Data Streams Value Streams


Integrate Big Data, Fast Data

Profiles

Products

Location

Big Data

• Volume

• Variety

• Veracity

• In hours

• In Minutes

• In seconds

Fast Data

Usage events

Network events

Recharge/billing events

• Terabytes and Petabytes of Data• Structured, Unstructured, etc.

• Billions of events /day• Real-time triggers


Perform Advance Analytics for Deeper Insights


Applying Insights for Smarter Decisioning across Workflows

• Product Affinity• Churn Propensity• Next Best Actions• Offer Prioritization• Nano Segmentation• Smart Visualizations• Social Influencer,

Etc.

Insight Models Internal Workflows Impact

• Demographic Profiles

• Psychographic Interests

• Behavioural Persona• Handset Trends• Preferences• Location Patterns,

Etc.

• Targeted Advertising• Footfall Analysis• Terminal Prophet• Audience

Attribution• OOH Measurement

Etc.

• Superior Reach• Higher RoI• Social Engagement• Market Buzz Etc.

External Workflows

• Increase Revenue• Reduce Churn• Improve Customer

Experience• Reduce cost• Faster Decisioning

Etc.

• Acquisition• Marketing • Personalization• Customer Care• Business

Intelligence• CRM• Network Planning• Sales & Distribution


Use Cases


Drill down Usage Insights driven Micro-segmentation

Client Objective

• Improve customer engagement for ARPU enhancement

Solution• Drill-down exploratory analytics

based micro segmentation• Segment focused offers for individual

subscribers

Impact• 2% increase in month-on-month

revenue• 28% higher revenues & MOU

AR

PU

Sla

bs

VAS

SMS

Voice usage

DATA

Outgoing

Incoming

Long term inactivity

Short term inactivity

Product Affinity

Local

Long distance

Drop in O/G MoU

Drop in balance

Leg-wise Usage Segments

Usage Behaviour


Prescriptive Offers for Touch Point Personalization

Client Objective

• Improve customer experience through personalized offers at customer care touch points

Solution

• Prescriptive analytics based offers, prioritized based on touch point preferences

Impact• Conversions on customer care

touch point increase to 11%• Offer decline rate reduced to

0.17%


Using Predictive Scores in Retention Campaigns

Client Objective

• Proactively win-back customers with relevant offers

Solution• Segmentation of subscribers based

on churn propensity, win-back propensity and score based on uplift margins

• Contextual offers to enable customer win-back

Impact

• Drop in churn by 25%


Insights driving Mobile Advertising Workflow

Client Objective

• Generate quick buzz for new handset models in niche market

Solution

• Exploratory and heuristic analytics based segmentation: on location, handset, usage and profile

• Precisely targeted mobile advertising campaign

Results

• Reach: Half a million in less than two weeks

• Over 10% increase in footfall to client’s retail store

• Zero wastage

Any Subscriber persona in non PII format


New Revenue Streams – more sources

Footfall Analysis Device – Market Trends

• Market Share/Movement • Competitor Position• Popular Models, etc

• Subscriber Movement• Population distribution• Suitable locations for ATMs,

Shopping Malls, OOH Boards etc


Measure to Optimize!

4% Increase

in Gross Revenue

30%Growth

in Mobile Money users

10%Growth

in Data Users

105%Increase

in Special offer Sales

300%Increase

in Store Footfall

25%Drop

in Churn

Co

ntr

ol g

rou

p b

ase

d

mea

sure

men

t

Accurate impact measurement

Analytics

Actions and decisions

Workflows

Impact measurement

Feedback to reinforce analytics and iteratively optimize decisions/actions

A f

ewim

pac

t p

oin

ts


Summarizing: Economic Potential of Telco Data

Next Best OffersUpselling

Cross selling, retention, etc.

3G/4G PromotionHandset Bundle,

Roaming Packs, etc.

Social influencers, Friends and family,

etc.

Contextual Engagement

Location based Offers, etc.

Targeted AdsMarket Research,

etc.

Handset Market Share

New Handset Promotion, etc.

OTT partnerships, etc.

Location based Ads, Footfall Analysis, etc.

Inte

rnal

m

on

etiz

atio

nEx

tern

al

mo

net

izat

ion

2-3% 1-2% .5-1% 0.5-1%

1-2% 0.5-1% 0.5-1% 0.5-1%

Customer Data Infrastructure Data Location Data Social Data

>10% total

economic impact

Source: Gartner, IDC, Flytxt Research


FlytxtOur vision is to create >10% measurable economic value for Mobile Enterprises through Big DataAnalytics

Flytxt’s solutions create incremental revenues from new and existing sources, optimizes margins andenhances customer experience

Dutch company with corporate office in Dubai, global delivery centres in India and regional presence inMexico City, Johannesburg, Singapore, Dhaka and Nairobi

Winner of ICMG 2014 architecture award, Stevie International Awards 2014, Frost & Sullivan ProductExcellence Awards and Gartner Cool Vendor 2013

PartnersOperators

Proven across many Countries, Brands and Logos

Brands


Thank Youwww.flytxt.com

http://www.flytxt.com/

http://www.flytxt.com/

roadmap to realizing the value of telco data – opportunities, challenges, use cases

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