Presentation on use of BI in Telecommunications industry


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  • Presentation on use of BI in Telecommunications industry

    1. 1. Business Intelligence for Telecommunications<br />DataAddicts<br /><ul><li>RohitKhandelwal (09BM8042)
    2. 2. ArchitMehrotra (09BM8012)</li></li></ul><li>Structure<br />Introduction about data warehousing and business intelligence<br />Its importance in the telecommunications sector<br />Key Performance Indicators<br />Data Modeling - The Facts and Dimensional Tables<br />Major Players<br />Future of Data Management in the sector<br />
    3. 3. Introduction<br />Data Ware housing:<br />A warehouse is a subject-oriented, integrated, time-variant and non-volatile collection of data in support of management's decision making process<br />Business Intelligence<br />Business intelligence (BI) is a broad category of applications and technologies for gathering, storing, analyzing, and providing access to data to help enterprise users make better business decisions<br />
    4. 4. Importance in Telecommunication<br />Huge amount of data to be handled<br />5.5 users/second are added in Indian telecommunication industry<br />Provide competitive advantage<br />Profit Margin is thin and even small degree of efficiency improvements add up and fund investments<br />Modeling of different scenarios<br />Source : TRAI<br />
    5. 5. Importance in Telecommunication<br />Address the requirements of marketing, finance, customer service, sales and engineering departments<br />Simultaneous use of data from different departments requires an efficient data management<br />Regulatory requirements imposed by TRAI<br />Stringent reporting requirement<br />Upcoming technologies increases the emphasis of Data management<br />number portability<br />3G spectrum<br />
    6. 6. Importance in Telecommunication<br />Effective segmenting, targeting and positioning<br />Understanding Customer Usage patterns by analyzing call detail recording (CDRs)<br />Trend analysis for area, time and product<br />Assists to estimate revenue, volumes and margin of profit<br />Categorizing customers into segments according to their behavior and demography that for CRM<br />To lunch accurate marketing campaign and improved ability to target new customers.<br />Also supports to track the performance of campaign within a period of time that is essential for improving marketing skills<br />Constantly monitors the behavioral changes of customer so that companies can immediately response with adequate measures.<br />
    7. 7. Key performance Indicators<br />Systems and Network Performance Analysis / Capacity Planning<br />Grade of service<br />Service life of equipment<br />Downtime / Time out of service<br />Call completion ratio<br />Average call duration (ACD)<br />Answer-Seizure Ratio (ASR)<br />Idle time on network<br />Dropped calls<br />Source: <br /><br /><br /><br />
    8. 8. Key performance Indicators<br />Quality / Usage (Airtime): Analysis of the volume of successful calls<br />Mean Opinion Score<br />Service<br />Coverage<br />% of land covered with services<br />% of population covered with services<br />Average land unavailable to services<br />Average population unavailable to services<br />Access to customer service<br />Source: <br /><br /><br /><br />
    9. 9. Key performance Indicators<br />Faults and complains (Trouble tickets analysis)<br />% of open and level of escalation priority required<br />% closed<br />Mean time to resolved<br />Work in progress<br />Customer service level statistics<br />Customer Analysis<br />ARPU (Average Revenue per User)<br />Customer segmentation<br />Analysis of subscriptions<br />Top N customers<br />Churn (No. of Subscriber who stopped using Services or left particular network) - may increase due to number portability<br />Source: <br /><br /><br /><br />
    10. 10. Mapping of KPIs – an example <br />CDR: What to look for ?<br />Attempted vs completed calls<br />Type of call – long distance or local<br />Length of call<br />Originating and terminating number<br />Time of call<br />
    11. 11. Data warehouse matrix<br />Source: The Complete guide to Dimensional modelling by Ralph Kimball, Margy Ross<br />
    12. 12. Data Modeling – Facts and Dimensional tables <br />Source: The Complete guide to Dimensional modelling by Ralph Kimball, Margy Ross<br />
    13. 13. Facts Table<br />Customer Transaction<br />Services <br />DnD<br />Caller Tune etc.<br />GPRS usage<br />Call Waiting, Conferencing, forwarding<br />Billing Info<br />Recharge<br />Online payments<br />CRM – Customer complaints and service<br />
    14. 14. Dimensional Tables or Reference Tables<br />VAS (type of service, charges, usage)<br />Customer_info table (corporate or retial, prepaid or postpaid, customer first name, customer last name, billing address, address proof, Sim_number<br />Sim_Info (MSISDN no, other attributes)<br />Promotions_info<br />Circle_master, Zonal_master<br />Payment_info<br />
    15. 15. Criteria for success – Sybase example<br />Extreme performance <br />Small Load window<br />Support existing tools<br />Use existing hardware<br />Storage space<br />Before sybaseiq spice was spending time & processing cycles to distill the data down to summary tables to make it manageable<br />Now sybaseiq gives spice ability to analyze trends across entire Data warehouse<br />
    16. 16. Major Players<br />Teradata Corporation<br />MAIA Intelligence<br />Binary Semantics Ltd <br />IDC India Ltd.<br />TechAxes<br />Business Intelligence software ElegantJ BI’s Integrated Business Intelligence and Reporting Software capabilities <br />Corporate Performance Management, Operational Business Intelligence and Enterprise Data Management System<br />Ingres corporation is a leading provider of open source database management software for Telecom service providers<br />Source:<br />
    17. 17. Future of BI in telecom industry<br />Telecom carriers worldwide, including wireline, wireless and cable operators, spent $4.4 billion on BI software, services and system integration in 2010<br />That figure is expected to rise by 18.2% to $5.2 billion in 2011. (According to the Yankee Group Report)<br />Few companies are in the advanced stages of BI initiatives<br />The recent introduction of BI appliances, such as Ingres ICE Breaker BI Appliance, offers a cost effective solution that can reduce the typical BI implementation schedule from months to weeks<br />Source: BusInessIntellIgence for the telecommunIcatIons Industry ImprovIng the Bottom lIne and controllIng expenses - Ingres<br />
    18. 18. Thank You !!<br />
    19. 19. Major BI Applications<br />Churn management<br />Revenue assurance<br />New product launches<br />Measuring service success<br />Measuring partnership success<br />Detecting active and inactive users of mobile service<br />
    20. 20. KPIs – SCOR<br />Dimensional Design steps<br />Dimensional Table attributes<br />Key business challenges and how BI helps<br />Recommendations – any specific tool<br />List of tools available and price information<br />Upload on slideshare<br />
    21. 21. BI<br />BI in Sector & use<br />Balance scorecard<br />How these KPIs are selected and establish a link.<br />
    22. 22. Retail<br />KPIs<br />Data Modeling<br />Survey of practical tools – popular tools industry wise<br />
    23. 23. Some of the areas where Business Intelligence tool ElegantJ BI Solutions can be applied to telecom:<br />Operations and Budget Analysis - Operations and Budget Analysis enables to monitor from numerous back-end systems that store the data. Helps to monitor budgets, customer satisfaction, sales on a daily basis by executives.<br />Capacity management - Capacity management Analysis enables to identifying unused or available IT capacity for cost saving. Helps to provide accurate information on capacity usage of the infrastructure.<br />Network operations management - Network operations management Analysis evaluates field technician expenses due to network congestion. Helps to optimise network efficiency after identifying potential areas that needs improvement<br />Other Analysis Areas:<br />Customer churn management<br />Customer and market segmentation<br />Fraud management<br />Call centre management<br />Subscriber usage pattern discovery<br />Source:<br />
    24. 24. Business Intelligence Advantages<br />Discover new revenue torrents and ways to fine tune operations for improving customer experiences.<br />Powerful analysis up to individual call detail records (CDR) with unmatched scalability.<br />Advanced analytical functions for monitoring financial data and analysing models to develop loyalty amongst customers.<br />Robust security of customers’ financial and personal data.<br />Expressive information on customer activity for suggestions on better service plans at an offer that will benefit them.<br />Information on service and network status with operational data from all business areas.<br />Monitor workforce expenses on customer services like call centers and technical staff by maximizing individual’s efficiency.<br /> Moreover, with ElegantJ BI balanced scorecard implementation organizations across all industries can achieve continuous improvement through Key Performance Indicators (KPIs) or Key Performance Metrics enabled process performance monitoring against the set targets - KPI for Telecom, KPI for Retail, KPI for Manufacturing, KPI for Pharmaceuticals, KPI for Healthcare, KPI for Hospitality & Entertainment, KPI for Life Science, KPI for Oil, Gas & Energy, KPI for Transportation & Travel, KPI for Banking, KPI for Finance Services, KPI for Insurance, KPI for Utilities, KPI for Shipping, KPI for Education, KPI for Consumer Packaged Goods and KPI for Government & Public Sectors.<br />Source:<br />
    25. 25. Analyze –<br />blocking effectiveness and appropriateness to figure out congestion<br />Change in Usage patterns – over, under and no usage<br />Screen codes and IDDD errors<br />Routine verification<br />Provisioning information<br />Promotional offers<br />Fasting troubleshooting and repair in case of call drops<br />Improve staff efficiency<br />Improve customer care response time (billing etc)<br />Minimize fraud settlement<br />
    26. 26. Reactive to proactive Application/BI use Source of data Purpose of Benefit Statutory reporting Financial data; Regulatory compliance sales and (general ledger) cost figures Customer segmentation Billing data; Targeted marketing customer data new product development Revenue assurance/ Network data Identifying sources of fraud detection revenue leakage; best cost routing Business performance Financial and Supporting decision making; metrics in various operational identifying cost savings areas data and improvements Devising ways of Event-based Estimating success of measuring the records, IP new service types success of new and data records complex services Partner and channel Externally Estimating success of joint performance metrics sourced channel ventures and partnerships; information optimizing channel strategy combined with internal sales and service data Real-time BI/Sales/ Historic and Assisting staff in all Portfolio management operational data types of complement of operation with full information to make immediate decisions Web analytics Web traffic data Will become more when self-service significant becomes the norm Merging unstructured Access to text Providing new information data sources sources e.g. to all areas of the call center business records, old contracts, proposals COPYRIGHT 2007 Questex Media Group, Inc.<br />COPYRIGHT 2008 Gale, Cengage Learning<br />