social goes mobile- mikhail gerchuk
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Social Goes Mobile- Mikhail gerchukTRANSCRIPT
MOBILE BUILDING A BRIDGE BETWEEN SOCIALMOBILE BUILDING A BRIDGE BETWEEN SOCIAL NETWORKS AND ACTUAL SOCIAL LIFE
Mikhail GerchukVice President & Chief Commercial Officer, MobileTeleSystemsGSM Congress, Barcelona, 15 February 2011g y
MTS GROUP AT A GLANCE
One of the leading integrated operators in the world with > 110 mln subscribers7 countries in Eastern Europe and Central Asia#1 Russian brand in the BRANDZ™ Top 100 Most Powerful Brands (#72 globally)
Russia
UzbekistanUkraineBelarus
Armenia
Uzbekistan
Turkmenistan
IndiaIndia
MOBILE PENETRATION
3% 160%3%
44
Source: ComScore (2009), J’son & Partners Consulting
SOCIAL NETWORKS USERS
A AAverage number of
hours per day
Average number of web pages per day
World 3,7 525
Russia 6,6 1307
Brazil 6,3 1220
Canada 5,6 649
Spain 5,3 968
Great Britain 4,6 487BritainUSA 4,2 477
55
Source: ComScore (2009), J’son & Partners Consulting
MOBILE TECHNOLOGY &SOCIAL NETWORKS INTEGRATIONSOCIAL NETWORKS INTEGRATION
1. SOCIAL NETWORK ANALYSIS TO PREVENT CHURN AT EARLY STAGE
2. RED QUEST PROJECT: INTEGRATION INTO THE SOCIAL NETWORK
1. SOCIAL NETWORK ANALYSIS TO PREVENT CHURN AT EARLY STAGE:IDENTIFYING MULTI SIM USERSIDENTIFYING MULTI-SIM USERS
1. Potential churner, who has acquired a competitors SIM
already, but still is on the MTS network
2. The same customer starts to use competitors SIM more actively and
reduces usage of MTS SIMnetwork reduces usage of MTS SIM
3. MTS Customer is retained via direct marketing
communication and continuescommunication and continues using MTS SIM
RESULTS
Proof of concept launch on a test group of 1 mln subscribers - 4Q 2009Full scale project launch - December 2010Potential incremental annual revenue from the project - $ 12M
-27% Churn rate drop by SNA Campaign
50%Churn
-27%
37.5%Churn
Churn
Before SNA Campaign After Before SNA Campaign
Based on the results of SNA POC, held in 4Q2009
2. RED QUEST PROJECT:INTEGRATION INTO THE SOCIAL NETWORK
USING SNA TOOLS
Three Phases of Using SNA in Mobile Network Operators *Three Phases of Using SNA in Mobile Network Operators
Experienced usage phaseCommercial Q4 2010
Consolidating phase
phas
e
2011
Mar
ket p 2011
Learning phase
Trialphase Q1 2010
ViewOperational Strategic *2009 Frost & Sullivan
KEY LEARNINGS
Our customers are involved in social networks – so we must follow them as an operator
We can predict churners at an early stage with social networks analysis
Mobile operator can create their own social networks