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Demograft
Add up to 3 EUR per subscriber to
mobile operators’ ARPU and EBITDA
Demograft – Benefits for a Mobile Operator 1. Allows data-driven network investment decisions
2. Enables surgically targeted promotion for mobile broadband
ü Turns improved customer experience into operator profit
ü Created by CTOs and CMOs
Network performance
Customer experience
Monetization
How Demograft Delivers Value
Passive subscriber locations
(MPS)
Customer data
(DWH/CRM)
Network statistics
(OSS/ENIQ)
1. Algorithms profile subscribers based on their movements
2. Complement profiles with customer data and network statistics
3. Propose actionable priorities
1. Network Investment Decisions
• Identify coverage gaps of mobile broadband – That radio planning otherwise would not be aware of – OSS can only see overload, not weak spots or no coverage areas – Specifically target high-ARPU customers
• Find difficult to map weak spots in office buildings with high precision – Turn all smartphone users into sensors to carry out walk tests with no
downloadable app needed
• Avoid unjustified investments into 3G – Find customers who use lots of data in overloaded 3G sites. Filter for those who
have LTE coverage also at home, work, while commuting. Check if they have a LTE handset already
• Locate coverage gaps where profitable inbound roamers are lost to competing networks – Keep roamers in your network to earn more
Business Case – Network Investment decisions
• Identify coverage gaps of mobile broadband – That radio planning otherwise would not be aware of – OSS can only see overload, not weak spots or no coverage areas – Specifically target high-ARPU customers
• Find difficult to map weak spots in office buildings with high precision – Turn all smartphone users into sensors to carry out walk tests with no
downloadable app needed
• Avoid unjustified investments into 3G – Find customers who use lots of data in overloaded 3G sites. Filter for those who
have LTE coverage also at home, work, while commuting. Check if they have a LTE handset already
• Locate coverage gaps where profitable inbound roamers are lost to competing networks – Keep roamers in your network to earn more
Based on calcula0ons of our exis0ng customers**
3.4 MEUR
1.6 MEUR
3.0 MEUR
2.3 MEUR
Total: 10.3 Mill EUR **Figures are converted to typical 10 million subscriber operator
2. Targeted Mobile Broadband Promotion
• Roll out mobile broadband where high-ARPU customers will use it – Demograft extracts, where high-ARPU customers move, work, live and use
mobile broadband. And also shows where they would, if they had a coverage – Roll-out on this subscriber group first to generate revenue earlier and more
• Upsell subscribers who will get a superior network customer experience – Target heavy mobile data users – who are moving, living and working inside good coverage and – include a handset upgrade if needed
• Upsell handsets and equipment – Target subscribers with outdated equipment (dongle, phone), who are not using
LTE yet, yet they have a good coverage – Invite them to visit the operator shop that is at their commuting route to
increase the impact of the promotion
• Sell M2M – Locate areas allowing certain M2M types (bandwidth, latency, availability)
Business Case – Targeted Mobile Broadband Promotion
• Roll out mobile broadband where high-ARPU customers will use it – Demograft extracts, where high-ARPU customers move, work, live and use
mobile broadband. And also shows where they would, if they had a coverage – Roll-out on this subscriber group first to generate revenue earlier and more
• Upsell subscribers who will get a superior network customer experience – Target heavy mobile data users – who are moving, living and working inside good coverage and – include a handset upgrade if needed
• Upsell handsets and equipment – Target subscribers with outdated equipment (dongle, phone), who are not using
LTE yet, yet they have a good coverage – Invite them to visit the operator shop that is at their commuting route to
increase the impact of the promotion
• Sell M2M – Locate areas allowing certain M2M types (bandwidth, latency, availability)
23.4 MEUR
3.2 MEUR
3.0 MEUR
2.9 MEUR
Total: 32.5 MEUR
Based on calcula0ons of our exis0ng customers**
**Figures are converted to typical 10 million subscriber operator
Easy to Deploy and Use
• Implementation in 1 month – Only 2-3 vital interfaces – MPS, DWH and optionally OSS – Hosted set-up available for small networks
• Superior usability
– Equips decision makers with the right data when they need it – Make decisions in minutes
• Payback in 3 months – Just put 0.1% of your cells the into right location or – carry out three wisely targeted campaigns
1. Find areas with coverage gaps 2. Action: Make it KPI for the organisation: How many high value customers are impacted 3. Action: prioritize areas for network expansion
Network Customer Experience Sample action
1. Select the target group 2. Select the number of hours in coverage 3. Get MSISDNs of target group 4. Send promotions
Mobile Broadband Promoter
Sample action
Improve customer experience and prioritize investments into network
Mobile broadband up-sell and roll-out
(Micro)segment the customer base for campaign planning
Monetize big anonymous location data in cooperation with third parties
Four Demograft Usage Areas
Why Demograft?
• Solves big challenges of mobile operators that were prioritized by CMOs and CTOs during four months of interviews in fall 2012
• Designed together with Ericsson MPS 13B
• Algorithms to process massive amounts of location data are based on Fraunhofer, MIT and Tartu University researchers
• Available since January 2013, 5 customers since then and several proven business improvement cases with live customers
Demograft Demos
Screencast with tips www.reach-u.com/demograftdemo
Localized demos
In English https://demo.demograft.com/emirates/targeter https://demo.demograft.com/emirates/mbp https://demo.demograft.com/emirates/nce
In Spanish https://demo.demograft.com/mexico/ https://demo.demograft.com/mexico/mbp https://demo.demograft.com/mexico/nce
Tel. +372 738 7300 [email protected] www.reach-u.com