Telecom Analytics India


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The traditional outlook of firms creating value and then exchanging this value with consumers is changing. The modern firm now needs to look at co-creating value with the customer. The presentation is a snapshot of the impact of N=1, R=G analytics concept in the telecom sector and proposes an architecture to support the evolving business models

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Telecom Analytics India

  1. 1. LOGO N=1, R=G Analytics Framework MGP601 – Project Work Suneet Deshmukh June 2009
  2. 2. Agenda Is there a problem? Telecom in India Scope of analytics to India telecom Why N=1, R=G Analytics? Framework for N=1, R=G analytics Key Challenges
  3. 3. Is there a problem? Telecom – a high growth sector in India High competition in each circle. Low switching costs with the introduction on MNP Subscriber additions to stagnate in a few years Next big revenue driver?? Customer centricity essential
  4. 4. Telecom in India  Fastest growing market - projected to become the second largest telecom market globally by 2010 Revenues around $40bn  MVAS market around $2bn
  5. 5. Telecom in India  Significant investments in telecom  High competition. Low switching costs with MNP  Regulatory framework – TRAI, DoT, TDSAT  3G coming to India!
  6. 6. Telecom in India Total GSM Subscriber Figures - Mar 2009 4% 1% 1% 6% 33% 1 Bharti Airtel 15% 2 Vodafone Essar 3 BSNL 16% 4 IDEA 24% 5 Aircel 6 Reliance Telecom 8 MTNL 9 BPL
  7. 7. Scope of analytics for Indian Telecom Indian Telecom Market Rural Market Urban Market ► Low reach ► High population density ► Demand for 3G ► High penetration levels ► Deployment of 3G ► Increased acceptance of 3G ► Government incentives ► Higher ARPU
  8. 8. Scope of analytics for Indian Telecom Indian Telecom Market - Applications Best markets Best transport and distribution  Selling and procurement  Reduce trips and maintain information relationships with distributors  Locally relevant information Rural Applications  Educating farmers for best  M-commerce, health development practices care, information and location  Regional language content based services Best education practices Other services
  9. 9. Scope of analytics for Indian Telecom Indian Telecom Market - Applications Communication and entertainment Portal and office  MMS/Video telephony  Search engine  Games. Audio/video clips  Personal organizer, video conferencing, corporate directory Urban Applications  Banking, interactive  Video surveillance, control of shopping, ticket household devices booking, brokerage  Location info, maps M-commerce Mobile services
  10. 10. Scope of analytics for Indian Telecom  Customer Analytics  Price Analytics  Segmentation, loyalty, cr  Cross elasticity oss sell, retention modeling, cannibalization analysis, pricing simulation, what-if  Market Analytics modeling  Sales performance, competitor  Product/Service analysis, Promotion campaign analysis Analytics  Category performance, fraud  Supply chain Analytics analysis, inventory  Supply-demand, strategic analysis, discount and sourcing, regulatory promotion analysis
  11. 11. Why N=1, R=G Analytics?  Value will increasingly be co-created by consumers  No single firm has the knowledge, skills or resources required to co-create value with consumers  Bottom up approach
  12. 12. N=1, R=G Analytics ICT framework Handset Manufacturers Collaborators Content Developers Network Operators Network OEM’s Consumers
  13. 13. Analytics Framework Telecom App’s
  14. 14. Analytics Framework Telecom App’s  Inputs  Outputs  Primary Surveys/direct  Modeling - Predictive questionnaires modeling, filtering  Usage related new parameters initiatives, reaction to initiatives  Capability  Marketing - Targeting  Operator needs to build and feedback up a profile of the user  Continuous update to  Driving Innovation - SRF Capturing needs into  Decides on what services meaningful apps and what price
  15. 15. Analytics Framework Telecom App’s Usage Related Parameters The region he calls to Reaction to service upgrades Time of calling Mode of bill payment The region he calls from Call durations of freq. called numbers Customer service interaction High called numbers Timeliness of bill payment Location of calling- travelling?
  16. 16. Analytics Framework Telecom App’s 3G Applications Place Shifting Community Internet Access Web Browsing Service Video/Audio Mobile Mobile TV Web portal Sharing Broadband Social Talk and Web Video streaming Search engines Networking box Online Video Maps Multiplayer conferencing Games Blogging
  17. 17. Analytics Framework Telecom App’s 3G Applications using N=1  Mobile Broadband  Video/Audio Sharing  Flexible slabs of  Flexible slabs of upload download size size  Flexible slabs of times of  A per MB tariff over and download above that which is  Flexible slabs of times of present in the slabs download  Roaming services with  A per MB tariff guaranteed QoS  Roaming services and  Tie-ups with assured QoS youTube, flickr, slideshare
  18. 18. Analytics Framework Telecom App’s 3G Applications using N=1  Online multiplayer games  Mobile TV  Favourite games from a vast  Flexible slabs of upload selection size  Special rates for gaming  Flexible slabs of periods of between select users high usage, eg. IPL season  Tie ups with online gaming  Roaming services with portals like miniclip etc. guaranteed QoS  Mobile maps and yellow pages  Local traffic and weather conditions  Local maps and train connections, Navigation  Nearby restaurants, ATM’s, movies, etc.
  19. 19. Challenges in Implementation Security and privacy concerns of the consumers Limited customizable applications Understanding needs – ICT challenge too Changing mindset of users It will be extremely difficult for an operator to survive the current competitive telecom landscape without being close to the customer
  20. 20. LOGO Suneet Deshmukh