Mobile Campaign Management

TECHNOLOGIES

Overview

The Solution

oday Communications Service Providers (CSPs) face the strategic imperative to increase their Average Revenue per User (ARPU) by designing and delivering a di�erentiated customer experience. They need to understand their subscribers’ needs and preferences and plan to meet them in an e�cient manner. With rapid advancements

Mobile Campaign Management (MCM) is an integral part of MARA ISON’s Customer Experience Management (CEM) solution. It o�ers a practical and unique approach towards measuring, monitoring and monetizing the subscriber behavior. The advanced analytics framework allows CSPs to build a holistic view of the subscriber across varied channels, devices, networks, regions and languages etc.

MARA ISON has partnered with Flytxt for implementing its unique & proprietary mobile marketing platform- Neon. Neon is an integrated, carrier-class, real-time Big Data Analytics powered mobile campaign management platform that is designed to meet the end- to-end mobile marketing needs of CSPs.

The three fundamental characteristics of Neon platform are as follows:

a) Usability to allow e�cient use by marketers rather than technologists.

b) Scalability to enable several millions of messages per day .

c) Real-time functionality to fully address the opportunities which are unique to the mobile channel.

Tin mobile technology; devices and applications today play a strong medium to engage customers in the most personalized manner.

An ideal solution-Mobile Campaign Management thus enables CSPs to increase their subscriber reach in real-time, direct and cost-e�ective manner.

Key Features

1. Integrated Platform: Fully closed loop integrated real-time platform with end-to-end campaign functionality

2. Big Data Analytics: Comprehensive analytical capability with powerful models /algorithms designed to make sense of ever growing telecom subscriber data

3. Microsegmentation: Ability to do a �ne grained customer segmentation based on pro�le, usage and event attributes

4. Real-time Decision Engine: Rule based real-time recommendations on custom o�ers

5. Closed Loop Campaign Management: Manages campaign end-to-end from targeting the right audience to the fulfillment and privacy control.

6. Intuitive GUI: Intuitive user friendly Graphical User Interface with multiple language support

7. Multi-lingual Support: Supports all languages

Key Bene�ts

1. Enhanced customer experience2. Customized business intelligence and

analytics 3. Incremental revenues 4. Reduced customer churn 5. Improved customer satisfaction and

loyalty 6. Reduced TCO

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Time

Increased wallet share

Suggest right price plans

Control operational margin

Improve processes/TAT

Recharge Analysis, Loyalty Analysis, Proposition Analysis, Billing & Settlements, Retention Cost Analysis, Acquisition Cost Analysis, Call Center Performance, Agent Performance, Data Center Operations

Product

Single-window analysis of KPIs

Increased awareness of customer

operations & network behaviors

Automate process execution & decision-

making

Iterative marketing strategy

Campaign Performance, Subscriber Churn, Subscriber Segmentation,Campaign Progress,Channel Performance

Real-time Interactive Campaign

Management

Customized BI & Analytics

Impact of Mobile Campaign Management for a Communications Service Provider

E-mail: marketing@mara-ison.com| Website: www.maraison.comBurkina Faso | Burundi | Cameroon | Chad | Congo | DRC | Gabon | Ghana | India | Kenya

Madagascar | Malawi | Niger | Nigeria | Rwanda | Sierra Leone | Seychelles | Senegal | South Africa | Tanzania | UAE Uganda | Zambia

We o�er the following services to implement MCM solution:

Consulting - Our solution and domain experts guide CSPs’ at every stage of campaign by providing a speci�c, practical and optimized solution that will help them achieve their campaign objectives.

Systems Integration – We provide platform integration, testing and service delivery support services.

Training - We provide product training on the usage, troubleshooting and maintenance of the product to our partners. This ensures seamless operation, �exibility and ease for rolling out e�ective and creative marketing campaigns on the �y. In addition, training programs are scheduled to meet the convenience of the service provider in terms of target user segment, time and location.

Managed Services – 24x7 dedicated Product Support Team ensures improved platform experience through personalized service delivery and faster turnaround time in resolving technical challenges. The team is guided by well-de�ned procedures and reliable SLAs that make services more accountable.

Success Stories

International Roaming Pack Promotion for a leading 3G service provider in India

Challenge:

Promote International Roaming pack to subscribers showing a weekly ARPU decline of more than 20%.

Solution:

MCM solution deployed, in major cities i.e. Delhi and Mumbai, targeting all subscribers who were on international roaming.

Bene�ts:

Treasury revenues and retailer commission increased by 3 %

Net incremental revenues from the segment increased by 5%

Zero Minutes Usage (ZMU) Segment Activation for a leading 3G service provider in India

Challenge:

Converting high number of ZMU subscribers to active subscribers.

Solution:

MCM solution enabled the service provider to activate the ZMU segment and increase network stickiness. The campaign was run o�ering full talk time (FTT) on multiple recharge denominations:

- Phase I: Recharge with USD 1 today and get FTT

- Phase II: Recharge with USD 0.5 today and get FTT

Bene�ts:

Steep increase in ZMU conversions in 6 months

897K ZMU subsribers activated

400K USD generated from ZMU subscribers

Subscriber Loyalty Program for a Tier-1 Mobile Operator in Africa

Challenge:

Creating and delivering unique value proposition for subscribers to foster loyalty.

Solution:

Subscriber Loyalty Campaign - a usage target driven bonus reward program designed for maximizing the value proposition to mobile subscribers and encouraging them to stay on the network for a longer period than the industry average.

Bene�ts:

Instant bonus credit and con�rmation creates immediate customer satisfaction which stimulates new subscribers to increase their usage

Increased loyalty and increase in the average lifespan of subscribers

Increased automation resulted in easy execution and monitoring of loyalty campaigns