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This document is offered compliments of BSP Media Group. www.bspmediagroup.com
All rights reserved.
Network Big Data: the underexploited resources for Customer Experience Management
AfricaCom 2013
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© 2004-2013 Intersec - Confidential
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Big Data Market reaching $50B in 5 years
The amount of data is growing 40 times as fast as the world population
© 2004-2013 Intersec - Confidential
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© 2004-2013 Intersec - Confidential
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Augmented Knowledge through Big Data
Data from demographics
Data from Mobile Use
Data from Fix access
Data from Internal Statistics / CRM
Data from Social Networks
© 2004-2013 Intersec - Confidential
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IMPROVE SERVICES
data = improved business
IMPROVE CUSTOMER
MANAGEMENT
data = better targeted
advertising
SELL ACCESS TO INSIGHTS
data = increased business
Through Real-time treatment and Advanced Data Correlation capability, increased value can be provided to Mobile Operators
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© 2004-2013 Intersec - Confidential
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Telecom Network
Business Support Systems
Improved profiling and targeting in real-
time
Optimized resources and tasks
redundancy
Increase in ARPU, wallet-share and
NPS
Diminution on retention costs due
to increased customer
satisfaction
Big Data collection and analysis
From multiple sources and from 100s of million subscribers in real-time Postpaid - Hybrid – Prepaid
Data - SMS - Location - Calls – Browsing - Points – Device Swap - Gender - Residence - Top-Up - Age - P2P - MMS
Customer knowledge enrichment in real time
Social Networks
© 2004-2013 Intersec - Confidential
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Have a deep down view of every subscriber
Monthly Consumption: Postpaid 150 minutes of voice calls Average of 180 SMS & 10 MMS Visits every two days his Facebook page 750 MB of mobile broadband
Acquired the latest Iphone 5C 2 months ago
Nelson Male, 29 years old
Likes: action movies, comedy TV shows, travelling abroad
MBB
Voice
Messaging
17 days
last 90 days
Value
Tailor usage based on actual consumption patterns - Stimulate MBB increase - OTT: currently reducing voice and text - Must reverse decline in revenue by proposing contextual services
Surprise and exceed expectations of this high value customer by
providing third party bonuses: theater tickets, gifts…
Hi Nelson, check out these new action movie trailers in HD quality! Why not streaming videos in HD all the time? Benefit from this new bundle…
Hi Nelson, Are you travelling abroad this summer? Benefit from the following special voice tariffs while roaming and keep on talking with your friends!
© 2004-2013 Intersec - Confidential
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Competition launches aggressive offer for prepaid subscribers
Revenue leakage
Increasing churn rate of specific prepaid segment since
competition’s offer
willing to benefit from the competition’s offer
Increased retention and customer satisfaction
+ service cannibalization and revenue leakage avoidance
With Dynamic Targeting capabilities, create a specific micro-
segment and include/exclude automatically all subscribers fitting
targeting criteria
Send a counter offer according to personalized
consumption patterns Or
A free of charge item from the product catalog without the need to
parametrize the rating system (IT independent)
Select among 9 telco-specific
channels for BTL communication
With Real-Time Big Data capabilities: collect from IN, BI, CRM, MSC…
subscriber data instantly and detect revenue leakage immediately
Detect in real-time Define autonomously
Deliver a personalized offer
in 10 minutes
Assane’s Monthly Consumption: Prepaid 60 minutes of voice calls Average of 45 SMS & 5 MMS 200 MB Top-ups every 5 days an amount of X when Y threshold is reached
© 2004-2013 Intersec - Confidential
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The new season of Africa Star just started two weeks ago: big buzz
around this TV show.
Hi Katlyn, why not watching the new
season of Africa Star for x ZAR? Subscribe
now to our TV streaming service and
get –x% off!
From the triggered base, we are able to send an offer to opt-ins so they can download content
though the MNO’s wifi hot-spots in the station
We geofence the departure area (indoor) within Cape Town’s main train station through wi-fi hot spots, to
trigger people who potentially will be taking the train within
the next hour.
For increased segmentation, capability to correlate location and browsed data: TV shows,
music…
15 minutes later
Expectations exceeded by personalized and relevant surprise: “Great! I can kill
time in the train watching the new season of African Star!”
Reward for network off-load + incitation to use wifi-hot spots
Surprise & Delight
Launch the offer minutes before boarding: the best time for subscription.
Katlyn and other passengers opt-in, since they will be killing time
with personalized content based on real
interest.
Katlyn lives in Cape Town 300 minutes of 340 SMS & 30 MMS 2GB of mobile broadband Loves TV shows Opt-in to share location
© 2004-2013 Intersec - Confidential
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STIMULATING TOP-UPS
Encourage these customers to top up at “above” average amounts in exchange for on-net bonuses tailored to each value segment
REVIVING INACTIVE ACCOUNTS
Encourage inactive customers to recharge by giving them on-net bonuses
STIMULATING USAGE
Stimulate usage by value segment (mainly off-net, international and VAS)
SECURING AT-RISK CUSTOMERS
Give a BTL price advantage to at-risk customers
OFFER MIGRATION
Migrate certain customers to an offering better-suited to their usage to increase their "Life Time Value"
HANDSET RENEWAL
Propose to a targeted set of customers to change mobile to increase their "Life Time Value“ and develop new usages
© 2004-2013 Intersec - Confidential
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Campaign Description Campaign results
Targeted subscribers
• Subscribers with Low Balance (less than 1Euro) and located close to Operator’s shops
Sales initiation Trigger
Offer
• Subscriber enters the area less than 500meters around Operator’s Shop
• “You’re just 500 meters away from ourshop on Main Street. Visit us and top-on150 ZAR today and get 30 minutes free”
• 57% of subscribers visited the recommended shopduring the day
• 7% of subscribers visited the same shop one moretime during the next month (second purchase)
Comparing with Control Group
0
10
20
30
40
50
60
70
80
90
100
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Alive Group Control Group
© 2004-2013 Intersec - Confidential
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Campaign Description Campaign results
Targeted subscribers
• Subscribers with ARPU lowest than averagein urban area
• Subscribers make irregular payment onweekly bases nearly 1/5 of regular ARPU
Sales initiation Trigger
Offer
• Subscriber made payment on 1/5 ofARPU
• «Refill your balance on 100 more ZAR tillthe end of this week and get 10 minutesof local calls for free”
Comparing with Control Group
• 6 % of subscribers made additional refill
• 4 % of subscribers start to refill more after 4th week
0
10
20
30
40
50
60
70
80
90
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Alive Group Control Group
© 2004-2013 Intersec - Confidential
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Campaign Description Campaign results
Targeted subscribers
• Subscribers with old feature phones
• Subscriber with annual contract close tofinish (during the next 1-2 months)
• Subscribers with active Loyalty account
Sales initiation Trigger
Offer
• Subscriber entering the area close to theOperator’s shop
• “Offer of the month: you can upgradeyour mobile for the new HTC Q1. Visit ourshop in Main Street right now, or activatediscount by answering this SMS.”
• 14% of subscribers made phone upgrade with a newannual contract during the next month
• 11% of subscribers visited same shop one more timeduring the next three months (second purchase)
Comparing with Control Group
0
5
10
15
20
25
30
35
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Alive Group Control Group
© 2004-2013 Intersec - Confidential
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Campaign Description Campaign results
Targeted subscribers
• Subscribers with Samsung Galaxy S
• ARPU between 150 and 200 ZAR
• Subscribers not used internet during lasttwo months, but keep positive balance
Sales initiation Trigger
Offer
• Subscriber made alone GPRS session withvolume between 100Kb and 300 Kb morethan 48 hours ago
• “You can benefit from a great offer: enjoyone week of Free internet access. Press“1” for activation.”
• 21% of subscribers was interesting in campaign(answered on interactive SMS offer)
• 8% of subscribers start to using Mobile Internet afterparticipation in campaign
Comparing with Control Group
0
100
200
300
400
500
600
700
800
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Alive Group Control Group
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© 2004-2013 Intersec - Confidential
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REAL-TIME MASS SCALE LOCATION FOR VALUABLE INSIGHTS
Real-time big data collection
Customer knowledge, behaviour
Smart Analytics Internal Use
Packaged Insight Analytics for internal usage External B2B Analytics of anonymised data
including Geomarketing
CRM data Customer Activity
Real-time network events
GeoMarketing B2B
Data Mining
Customer present Location
consolidation
© 2004-2013 Intersec - Confidential
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Re
tail
M-c
om
me
rce
Mkt
Res
ear
ch
Loca
l Go
v
Uti
litie
s
Tran
spo
rt
Eve
nts
Ad
vert
isin
g
Tele
com
Oth
ers
Tota
l
Research 870 90 20 10 80 180 260 350 1 940
Business Development
350 40 190 330 910
Ops/Planning 260 20 10 650 150 110 180 100 180 1 660
Site Planning 520 430 120 120 400 1 590
Sls & Mkting 2 180 140 600 380 210 390 590 4 480
Advertising 260 40 80 10 190 570
Total (millions $)
4 450 280 70 1 080 850 840 340 360 870 2 030 11 000
Source: STL Partners August 2013
Location Insight Services Value by industry and sector (by 2016)
Market:
Global geo-marketing market estimated reaching 11 billion USD in 2016
Principal markets:
Retail
Public sector
Transportation
Tourism
© 2004-2013 Intersec - Confidential
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Local GeoMarketing study for several merchandizing areas based on actual events.
Provide an objective view of the best area for the opening of a new point of sales.
$100K
Objectives: Provide a study based on contextual information to position itself as the leading mobile operator in the French contextual big data market
Results: New identified catchment area
Solution: IGLOO geofenced zone (existing mall) to identify customers. Study’s objectives:
Get their origin
Analyze consumers behavior (visit rate)
Identify new Point Of Sales from existing customer’s origin
Get in real time attendance statistic
© 2004-2013 Intersec - Confidential
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Soccer game event
France – Belarus – September 2012
Geo-fence around the stadium
Get anonymized list of the event attendees
Regular anonymous updates of attendees location after the event
Multiple usage of the results:
• Transportation traffic flow and congestion monitoring and optimization
• Targeted marketing campaign to football fans
Stade de France attendees positions
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Internal
use cases
External
use cases
Fraud management: • Non-coherent account;
• Modified IMEI;
• Tracking of stolen devices;
• Unauthorized usages;
• Retail network fraud detection
Real time reporting: • Plug & Play MVNO reporting
• M2M offers management (internet of things, Fleet management, smartgrid)
• Real time reporting for hero device launch
• 4G network mapping with relevant customer segment
• Mobile equipment lifecycle analysis
Legal requests: • Forensic investigation
• Sensitive workforce tracking and Alerts
• Real time malware detection
• Proximity Pattern between MSISDN and/or IMEI (Handset SN) and/or IMSI (SIM)
• Time or Location Correlation
• On/ Off detection on Mobile activity
Location Based Advertising: • Enhanced campaign efficiency for brands by 30%
• No frustration for the customer as the promotion is sent only when he is ready to
purchase (close to the selling point)
© 2004-2013 Intersec - Confidential
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Data Stores
Location stream
MSS
Probes
Third Party Apps Telco Marketing teams
Inte
rnal
Pla
tfo
rms
Mobile Broadband usage
DPI
GGSN
Billing/CRM
MSS
Postpaid Billing
Prepaid Billing
IT Platforms
Enablement
Users
Rule Engine Network
Stacks
Quick Map Reduce Smart Query
Subscriber Datamart
Location Cache
History Store
Data Collection
Intersec C
ore Tech
no
logies
Content Providers
Messaging stream
Core network
© 2004-2013 Intersec - Confidential
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Intersec Big Data Customer Value Management won the jury’s “ ”
award
as « » at the AfricaCom
Awards 2012 and is nominated for 2013
June 2013 - Intersec awarded at "Trophées
Chefs d’Entreprise 2013", in the Innovation category thanks to Intersec Big Data
mass-scale Location
Intersec is nominated for the
2013
Intersec enters the “Red Herring Global top 100”.
This prestigious prize rewards European startup’s
innovations and technologies
SFR won a 2013 Big Data award for dynamic GeoMarketing using Intersec’s technology
Thank You
www.intersec.com