BI in Indian Telecommunication Sector

7/28/2019 BI in Indian Telecommunication Sector

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Presented By

Dhananjay Anumandla

Shaunak Sontakke



Indian Telecom Sector The Indian Telecommunications network with 960

million connections (as on May 2012) is the secondlargest in the world.

The sector is growing at a speed of 7% during therecent years.



Trend in Telecom Sector

Source: TRAI



Major Players



Need for BI in Telecom Customer Profitability: It is imperative they acquire new,

profitable customers as well as increase the profitability of existing ones

Cross selling: This can be a major source of selling for a telecomcompany. For effective cross-selling, existing data can beleveraged using business intelligence solutions to quickly zero inon new products that may be required by existing customers.

Customer Attrition: Acquiring new customers is much more

costly than retaining existing ones. Customer attrition analysis isan essential step in customer retention.

Customer Segmentation: Segmentation is used to segregatecustomers who exhibit common characteristics in differentsegments.



Need for BI in Telecom Campaign Analysis: Campaign analysis is used to analyze theeffectiveness of a marketing or promotion campaign. The effectsof a particular campaign on sales of the promoted product can betracked using business intelligence solutions

Forecasting: To plan their networks, telecommunicationsservice providers perform forecasting that helps operators tomake key investment decisions

Budgeting: Data warehousing facilitates analysis of budgeted

versus actual expenditure for various cost heads like promotioncampaigns, product development, infrastructure maintenance,investments, commissions, etc.



BI at Vodafone Vodafone were able to describe various benefits

since implementing their BI solutions: Automated import of measurement data from a wide

variety of sources, allowing the automatic creation of up-to-the-minute reports.

Constant access to the reports from anywhere and at any time via the intranet or Internet using a Web browser.

Standard presentation media; standard layout followingcorporate identity guidelines.

Dynamic selection of the level of detail in the reports.

Dynamic creation of trend reports.



BI at Reliance Comm Reliance Communications’ performance

improvement.

Data loading took almost 2 - 3 hours.

Greenplum Solution selected the S1004 model of theSun Data Warehouse Appliance.

The time required to turn around a request for detailedcall records shrank by over 80%, from multiple days to afew hours.

Reduced the average time to load a day’s worth of databy over 90%, from 2 hours to under 10 minutes.



BI at Airtel The company wanted to :

Identify the usage patterns at an individual level

Offer each customer customized plans based on his/her usage

The company started using BI tools from 1997-98.

A key insight that Airtel obtained was that critical businessand marketing decisions were being based on daily revenuesthat were around 15% – 16% less than the actual amount

Airtel could possibly leverage its data management expertisein the Value Added Services (VAS) based on consumer usagepatterns

The decision-making process has effectively moved from anobservation to a prediction model



DW Architecture



Data Warehouse (DW) lifecycle

• Determine thereports required

• Identify data sources

• Data Extraction

Identification &Extraction

• Build and populate adimensionaldatabase

• Build ETL

Building

Dimensional Model& ETL • Build and populate

Analysis Servicescubes

• Build reports andanalytical views

Report Generation



Processes with Reporting

requirementsSales and Marketing

Call traffic

Customer Billing

Supply chain management



The Bus MatrixTime Cust

omerProduct

Promotion

SalesExec

utive

Location

Retailer

Service

LineSales andMarketing

Call traffic

CustomerBilling



Sales and Marketing



Analysis1) Which product generated max Revenue in the year 2011 in Mumbai?(Time Year: 2011, Location: Mumbai, Revenue )

2) Which year showcased the highest no. of newly added customers?(Group by year in Time, max of count Customers based on DOJ)

Time Location Product Revenue

2011 Mumbai GPRS 100000

2011 Mumbai MMS 50000

Year No. of new Customers

2009 14000

2010 16000





Billing



Analysis Which customers are of the greatest value to thecompany?

How many customers have delayed bill payments in a

particular year? Maximum call usage (in minutes) is highest for which

region in a particular state?



Call Detail Records



Analysis Which area witnesses the maximum call traffic?

What day of week witnesses maximum call traffic?

On which day of the year were maximum SMS sent?



BI Reporting ToolsMajor players:

1. SAP - Business Objects

2. SAS3. IBM- COGNOS

4. MICROSOFT SQL SERVER

5. Oracle- Hyperion



SAP Reporting and Analysis SAP Crystal Reports – Connect to virtually any data source,

design and format interactive reports, and share theminternally or externally.

SAP BusinessObjects Analysis – Perform analysis of multi-dimensional data sets using the tool designed for financialand business analysts.

SAP BusinessObjects Web Intelligence – Perform ad hocqueries and intuitive analysis across heterogeneous data

sources online or offline.

SAP BusinessObjects Predictive Workbench – Mine yourinformation assets to predict future trends.



Conclusion The Telecommunications industry is extremely varied

in its adoption of BI solutions.

Quite a few companies are in the advanced stages of their BI initiatives; yet they have not explored thebenefits of BI to the fullest.

With the growth that the telecom sector is witnessing,

it won’t be too long before small players also adopt BIas a critical part of their systems.



Thank you!

Documents

BI in Indian Telecommunication Sector