IBM InterConnect 2013 Smarter Commerce Keynote: SingTel

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http://ibm.com/interconnect

Presentation by Yorgos Moschovis, Head, Advanced Analytics, SingTel

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IBM InterConnect 2013 Smarter Commerce Keynote: SingTel

  1. 1. Yorgos MOSCHOVIS Head, Advanced Analytics Oct 13 Disclaimer: This material that follows is a presentation of general background information about SingTel’s activities current at the date of the presentation. The information contained in this document is intended only for use during the presentation and should not be disseminated or distributed to parties outside the presentation. It is information given in summary form and does not purport to be complete. It is not to be relied upon as advice to investors or potential investors and does not take into account the investment objectives, financial situation or needs of any particular investor. This material should be considered with professional advice when deciding if an investment is appropriate. SingTel accepts no liability whatsoever with respect to the use of this document or its content.
  2. 2. SingTel Group at a Glance All figures are as at 30 June 2013 477 million mobile customers across Asia and Africa
  3. 3. SingTel Financials Operating Revenue S$4.3 billion EBITDA S$1.3 billion Underlying Net Profit S$897 million Net Profit S$1.0 billion Free Cash Flow S$893 million All figures are for the quarter ended 30 June 2013
  4. 4. Our Business Units: Group Consumer #1 in India #1 in Thailand #2 in the Philippines #1 in Indonesia #2 in Australia #1 in Singapore Leading market positions in mobile Comprehensive strategy to bundle apps, content, devices, price plans and customer experience All figures are for the quarter ended 30 June 2013
  5. 5. Provide businesses with one-stop, end-to-end ICT solutions Our Business Units: Group Enterprise A network of offices in 40 cities across 22 countries and territories Over 325,000 business cloud users in Singapore Extensive data infrastructure with 140 points of presence worldwide All figures are for the quarter ended 30 June 2013
  6. 6. Digital Marketing Next Gen TV Open Innovation Lifestyle and Hyperlocal All figures are for the quarter ended 30 June 2013 Social Interaction Our Business Units: Group Digital L!fe
  7. 7. GROUP CONSUMER DEALING WITH COMPLEXITY All-around Challenges to Analytical Process
  8. 8. 01 // Marketing and IT roles have changed 02 // Marketing is now a lot more complicated 03 // How are we making sense of complexity?
  9. 9.  Good guy Bad guy Marketing IT British Suave Savvy Elegant Russian Expressionless Predictable Ordinary-looking Marketing Profile Marketing Profile
  10. 10. British Male Savvy Elegant Marketing Profile Russian Female Intelligent Mean-looking Marketing Profile  Good Guy Bad Guy Marketing & Analytics IT & Security
  11. 11. British Male Elegant TECH-Savvy! Marketing Profile Not Russian Female Intelligent GOOD looking Marketing Profile  Good Guy Bad Guy Marketing, Analytics, Business Intelligence IT, Security, Business Intelligence
  12. 12. CTO and CMO Should walk side by side And drag everyone else With them In a complex world, it is now more challenging to figure out what will work and what will not
  13. 13. 01 // Marketing and IT roles have changed 02 // Marketing is now a lot more complicated 03 // How are we making sense of complexity?
  14. 14. Data complexity in Telecommunications Data from the old-fashioned Carriage business •Post-paid, Pre-Paid •National telephony Data from data-related services •Fixed Broadband •TV Internet- and App-related data •Web browsing/ Media-TV browsing •E-Commerce transactions •Mobile Application usage Mostly 1 Consumer Multiple Consumers Multiple Locations Multiple Consumers One location
  15. 15. Complexity means a wider perspective for CMOs How are you ‘connected’? •Type of mobile phone (e.g. Smartphone, Feature phone, 2G) •Type of network connection (e.g. fixed broadband, WiFi) What is our commercial relationship? •Mobile price plans •Fixed connections price plans •Discounts and Rewards How are we communicating? •Own channels: Shops, Contact Centre •Partner channels: 711, … •Social media: Facebook, …
  16. 16. 01 // Marketing and IT roles have changed 02 // Marketing is now a lot more complicated 03 // How are we making sense of complexity?
  17. 17. Vendors should constantly ask yourselves: What will create value for an organization? What is the topic? Who is involved? What should I be concerned about? Insight/ Algorithm Pure Analysts Could be divorced from customer contact “Developing” campaigns Marketing people or Analysts Campaign mgmt may be in the wrong hands Data and/or management Only IT If Mktg not involved, difficult to create a business case Big Data Anybody If the CEO or CIO not involved, this may be just an education session
  18. 18. Despite change, Analytical Marketing remains a business around Data & Infra, People & Process, Change Customer Contact & Experience = ‘Right Offer, Right Packaging, Right Time’ Campaign and Offer Mgmt Customer Experience (in- and out- bound) Analytics = ‘Right Customer, Right Offer’ Modelling & Optimisation Validation & reporting Data and data management Structured (EDW) Unstructured (network & web) Business Intelligence & Analytics
  19. 19. If the analytical marketing chain is designed well, it can offer tremendous agility in decision-making Goals IDEA! Assess Validate Execute Monitor Report Evaluate I have a fresh idea!
  20. 20. If the analytical marketing chain is designed well, it can offer tremendous agility in decision-making Goals IDEA! Assess Validate Execute Monitor Report Evaluate Reset expectations
  21. 21. If the analytical marketing chain is designed well, it can offer tremendous agility in decision-making Goals IDEA! Assess Validate Execute Monitor Report Evaluate I may have misjudged benefits
  22. 22. 1-to-1 Marketing Applied Analytics Predictive Analytics Descriptive Analytics Business Intelligence hardware software middleware big data Analytical Marketing Database Marketing Contextual Marketing Relationship Marketing Master Data Mgmt Privacy
  23. 23. Marketing is concerned with every part of the analytical chain and how it affects Customers Goals IDEA! Assess Validate Execute Monitor Report Evaluate Number of Marketing initiatives ~5,000 Number of Leads distributed~100 m Number of Up-Sell initiatives~1,000 ~5,000 ~100 m ~1,000
  24. 24. Disclaimer: This material that follows is a presentation of general background information about SingTel’s activities current at the date of the presentation. The information contained in this document is intended only for use during the presentation and should not be disseminated or distributed to parties outside the presentation. It is information given in summary form and does not purport to be complete. It is not to be relied upon as advice to investors or potential investors and does not take into account the investment objectives, financial situation or needs of any particular investor. This material should be considered with professional advice when deciding if an investment is appropriate.

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