2. 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
Monetization
Network
performance
Customer
experience
3. How Demograft Delivers Value
1. Algorithms profile
subscribers based on
their movements
2. Complement profiles
with customer data and
network statistics
Passive
subscriber
locations
(MPS)
Network
statistics
(OSS/ENIQ)
3. Propose actionable
priorities
Customer
data
(DWH/CRM)
4. 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
5. Business Case – Network Investment decisions
Based
on
calcula0ons
of
our
exis0ng
customers**
•
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
•
3.4
MEUR
Find difficult to map weak spots in office buildings with high precision EUR
1.6
M
– Turn all smartphone users into sensors to carry out walk tests with no
downloadable app needed
•
Avoid unjustified investments into 3G
3.0
MEUR
– 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 2.3
MEUR
to
competing networks
– Keep roamers in your network to earn more
**Figures
are
converted
to
typical
10
million
subscriber
operator
Total:
10.3
Mill
EUR
6. 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)
7. Business Case – Targeted Mobile Broadband Promotion
Based
on
calcula0ons
of
our
exis0ng
customers**
•
Roll out mobile broadband where high-ARPU customers will use23.4
MEUR
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
3.2
MEUR
– 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
3.0
MEUR
– 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
2.9
MEUR
– Locate areas allowing certain M2M types (bandwidth, latency, availability)
**Figures
are
converted
to
typical
10
million
subscriber
operator
Total:
32.5
MEUR
8. 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
9. Network Customer Experience
Sample action
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
10. Mobile Broadband Promoter
Sample action
1.
2.
3.
4.
Select the target group
Select the number of hours in coverage
Get MSISDNs of target group
Send promotions
11. Four Demograft Usage Areas
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
12. 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
13. 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
