1. This document is offered compliments of
BSP Media Group. www.bspmediagroup.com
All rights reserved.

2. Network Big Data: the underexploited resources for
Customer Experience Management
AfricaCom 2013

3. 2

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

5. 4
© 2004-2013 Intersec - Confidential

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. 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

8. 7

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
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© 2004-2013 Intersec - Confidential

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. 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. 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.
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© 2004-2013 Intersec - Confidential

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. 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
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© 2004-2013 Intersec - Confidential

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. 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. 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
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© 2004-2013 Intersec - Confidential

18. 17

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
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© 2004-2013 Intersec - Confidential

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. 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. 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

23. 22

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. 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. 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
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© 2004-2013 Intersec - Confidential

27. Thank You
www.intersec.com