Network Big Data: under exploited resources for customer experience management.


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Network Big Data: under exploited resources for customer experience management.

  1. 1. This document is offered compliments of BSP Media Group. All rights reserved.
  2. 2. Network Big Data: the underexploited resources for Customer Experience Management AfricaCom 2013
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  4. 4. The amount of data is growing 40 times as fast as the world population Big Data Market reaching $50B in 5 years 3 © 2004-2013 Intersec - Confidential
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  6. 6. Data from Mobile Use Data from demographics Data from Social Networks Data from Fix access Data from Internal Statistics / CRM Augmented Knowledge through Big Data 5 © 2004-2013 Intersec - Confidential
  7. 7. Through Real-time treatment and Advanced Data Correlation capability, increased value can be provided to Mobile Operators IMPROVE SERVICES data = improved business IMPROVE CUSTOMER MANAGEMENT data = better targeted advertising SELL ACCESS TO INSIGHTS data = increased business 6 © 2004-2013 Intersec - Confidential
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  9. 9. Big Data collection and analysis Telecom Network Social Networks Business Support Systems 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 Improved profiling and targeting in realtime Optimized resources and tasks redundancy Increase in ARPU, wallet-share and NPS Diminution on retention costs due to increased customer satisfaction 8 © 2004-2013 Intersec - Confidential
  10. 10. Nelson Male, 29 years old Likes: action movies, comedy TV shows, travelling abroad 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 Have a deep down view of every subscriber Surprise and exceed expectations of this high value customer by providing third party bonuses: theater tickets, gifts… Value 17 days MBB Voice Messaging last 90 days 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 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! 9 © 2004-2013 Intersec - Confidential
  11. 11. Competition launches aggressive offer for prepaid subscribers Increasing churn rate of specific prepaid segment since competition’s offer With Real-Time Big Data capabilities: collect from IN, BI, CRM, MSC… subscriber data instantly and detect revenue leakage immediately Revenue leakage Increased retention and customer satisfaction 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 + service cannibalization and revenue leakage avoidance Detect in real-time Define autonomously Deliver a personalized offer in 10 minutes 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 willing to benefit from the competition’s offer With Dynamic Targeting capabilities, create a specific microsegment and include/exclude automatically all subscribers fitting targeting criteria 10 © 2004-2013 Intersec - Confidential
  12. 12. Katlyn lives in Cape Town 300 minutes of 340 SMS & 30 MMS 2GB of mobile broadband Loves TV shows Opt-in to share location 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. The new season of Africa Star just started two weeks ago: big buzz around this TV show. 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 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! Katlyn and other passengers opt-in, since they will be killing time with personalized content based on real interest. 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 For increased segmentation, capability to correlate location and browsed data: TV shows, music… Launch the offer minutes before boarding: the best time for subscription. 11 © 2004-2013 Intersec - Confidential
  13. 13. STIMULATING TOP-UPS Encourage these customers to top up at “above” average amounts in exchange for on-net bonuses tailored to each value segment STIMULATING USAGE Stimulate usage by value segment (mainly off-net, international and VAS) REVIVING INACTIVE ACCOUNTS Encourage inactive customers to recharge by giving them on-net bonuses 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 12 © 2004-2013 Intersec - Confidential
  14. 14. Campaign results Campaign Description Targeted subscribers • Subscribers with Low Balance (less than 1 Euro) and located close to Operator’s shops • 57% of subscribers visited the recommended shop during the day • 7% of subscribers visited the same shop one more time during the next month (second purchase) Comparing with Control Group Sales initiation Trigger 100 90 80 • Subscriber enters the area less than 500 meters around Operator’s Shop 70 60 50 40 Offer • “You’re just 500 meters away from our shop on Main Street. Visit us and top-on 150 ZAR today and get 30 minutes free” 30 20 10 0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Alive Group Control Group 13 © 2004-2013 Intersec - Confidential
  15. 15. Campaign results Campaign Description Targeted subscribers • Subscribers with ARPU lowest than average in urban area • 6 % of subscribers made additional refill • 4 % of subscribers start to refill more after 4th week • Subscribers make irregular payment on weekly bases nearly 1/5 of regular ARPU Comparing with Control Group 90 Sales initiation Trigger 80 70 • Subscriber made payment on 1/5 of ARPU 60 50 40 30 Offer • «Refill your balance on 100 more ZAR till the end of this week and get 10 minutes of local calls for free” 20 10 0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Alive Group Control Group 14 © 2004-2013 Intersec - Confidential
  16. 16. Campaign results Campaign Description Targeted subscribers • Subscribers with old feature phones • Subscriber with annual contract close to finish (during the next 1-2 months) • 14% of subscribers made phone upgrade with a new annual contract during the next month • 11% of subscribers visited same shop one more time during the next three months (second purchase) Comparing with Control Group • Subscribers with active Loyalty account 35 Sales initiation Trigger • Subscriber entering the area close to the Operator’s shop 30 25 20 15 Offer • “Offer of the month: you can upgrade your mobile for the new HTC Q1. Visit our shop in Main Street right now, or activate discount by answering this SMS.” 10 5 0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Alive Group Control Group 15 © 2004-2013 Intersec - Confidential
  17. 17. Campaign results Campaign Description Targeted subscribers • Subscribers with Samsung Galaxy S • ARPU between 150 and 200 ZAR • 21% of subscribers was interesting in campaign (answered on interactive SMS offer) • 8% of subscribers start to using Mobile Internet after participation in campaign • Subscribers not used internet during last two months, but keep positive balance Comparing with Control Group 800 Sales initiation Trigger • Subscriber made alone GPRS session with volume between 100Kb and 300 Kb more than 48 hours ago 700 600 500 400 300 Offer • “You can benefit from a great offer: enjoy one week of Free internet access. Press “1” for activation.” 200 100 0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Alive Group Control Group 16 © 2004-2013 Intersec - Confidential
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  19. 19. REAL-TIME MASS SCALE LOCATION FOR VALUABLE INSIGHTS Smart Analytics Internal Use Real-time big data collection Customer knowledge, behaviour CRM data Customer Activity Real-time network events Customer present Location consolidation GeoMarketing B2B Data Mining Packaged Insight Analytics for internal usage External B2B Analytics of anonymised data including Geomarketing 18 © 2004-2013 Intersec - Confidential
  20. 20. Business Development 350 Ops/Planning 260 Site Planning 520 Sls & Mkting 2 180 260 280 10 10 350 1 940 330 910 100 180 1 660 120 400 1 590 380 210 390 590 4 480 190 570 2 030 11 000 190 650 150 600 110 80 1 080 Total 260 Others Events 80 430 70 180 120 40 20 Transport Utilities 40 4 450 Local Gov 140 Advertising 20 Telecom 90 Advertising 870 Total (millions $) Principal markets: Retail Public sector Transportation Tourism Research Mkt Research Global geo-marketing market estimated reaching 11 billion USD in 2016 Retail Market: M-commerce Location Insight Services Value by industry and sector (by 2016) 850 180 10 840 340 360 870 Source: STL Partners August 2013 19 © 2004-2013 Intersec - Confidential
  21. 21. Local GeoMarketing study for several merchandizing areas based on actual events. $100K Provide an objective view of the best area for the opening of a new point of sales. Objectives: Solution: Provide a study based on contextual information to position itself as the leading mobile operator in the French contextual big data market 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 Results: New identified catchment area 20 © 2004-2013 Intersec - Confidential
  22. 22. Soccer game event France – Belarus – September 2012 Stade de France attendees positions 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 21 © 2004-2013 Intersec - Confidential
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  24. 24. Fraud management: Internal use cases • • • • • 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: External use cases • • • • • • Location Based Advertising: • • 23 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 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)
  25. 25. Telco Marketing teams Smart Query Third Party Apps Quick Map Reduce Data Stores Subscriber Datamart Enablement Rule Engine History Store Location Cache Network Stacks Data Collection Probes Prepaid Billing DPI Core network MSS Postpaid Billing GGSN Content Providers Mobile Broadband usage Intersec Core Technologies Internal Platforms Users Messaging stream Location stream MSS IT Platforms Billing/CRM 24 © 2004-2013 Intersec - Confidential
  26. 26. Intersec Big Data Customer Value Management won the jury’s “ ” award as « » at the AfricaCom Awards 2012 and is nominated for 2013 Intersec enters the “Red Herring Global top 100”. This prestigious prize rewards European startup’s innovations and technologies 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 SFR won a 2013 Big Data award for dynamic GeoMarketing using Intersec’s technology 25 © 2004-2013 Intersec - Confidential
  27. 27. Thank You