Short summary of benefits Telecom's can obtain applying location-based analysis to their data to: ‒ improve customer service experience, ‒ make knowledge based investment decision, ‒ offer their customers services that they need, ‒ make sophisticated decisions in introducing new services.

1. Location-
based analytics
Turn the knowledge into profit
Reach-U, April 2016

2. The emergence of OTTs has resulted in price and product erosion,
impacting both revenues and margins. Unfortunately, the response
from the industry has been too slow.
“Operators have lost control of consumer spend. The real
control now is with app stores and device players”
Disruptive
competition
is main concern
for Telecom executives
3
9
9
15
18
24
39
45
64
73
0 10 20 30 40 50 60 70 80
Disruptive competition
Uncertain regulatory environment
Lack of organizational agility
Lack of return on investment
Changing customer needs
and attitudes
Shortening technology cycles
Poor ecosystems relationships
Poor rates of innovation
Global economic uncertainty
Other
Source: Global telecommunications study: navigating the road to 2020; Ernst & Young, 2015

3. 82% of Telecom’s top executives emphasise ccuussttoommeerr eexxppeerriieennccee as top
three strategic priorities, followed by bbuussiinneessss eeffffiicciieennccyy, and nneettwwoorrkk
iimmpprroovveemmeennttss.
“If you are customer-centric and provide value, keep your customers
happy and anticipate their future needs, you will thrive. If you can’t do
that, you will become a dumb, wholesale connectivity provider.”
Improved
service quality
is seen as critical lever
to respond to competition
68%
Operators that
view customer
experience as their
number one
strategic priority
Source: Global telecommunications study: navigating the road to 2020; Ernst & Young, 2015

4. Networks
generate vast
amount of data
It’s time to
benefit from it by
Making investment decisions that
iinnccrreeaassee ccuussttoommeerr ssaattiissffaaccttiioonn
Offering services according to the
ppeerrssoonnaall nneeeeddss ooff yyoouurr ccuussttoommeerrss
Promoting new services
only to the cclliieennttss wwhhoo nneeeedd tthheemm
Monetizing your knowledge helping to
create ssmmaarrtteerr aanndd ssaaffeerr ppuubblliicc eennvviirroonnmmeennttss
A
B
C
D

5. How?

6. Turning data
into knowledge
Linking together four types of data – locations, customer profiles,
network quality, and service consumption – and presenting it on easily
perceptible user interface supports Telecoms with actionable insights.
Usage & network quality
MMiissssiinngg lliinnkk ttoo ccuussttoommeerr ggrroouuppss
Customers locations
DDaattaa hhaass aallwwaayyss bbeeeenn aavvaaiillaabbllee
bbuutt rraarreellyy ccoolllleecctteedd oorr aannaallyysseedd
Customer profiles
NNoo kknnoowwlleeddggee aabboouutt
ccuussttoommeerrss’’ bbeehhaavviioouurr ppaatttteerrnnss
Customer
data
(CRM/DWH)
Network
statistics
(OSS/ENIQ)
Passive
customer
locations
(MPS)

7. SSuurrggiiccaall pprreecciissiioonn--ttaarrggeetteedd mmaarrkkeettiinngg
campaigns with higher conversion rate
RReevveennuuee--bbaasseedd iinnvveessttmmeenntt ddeecciissiioonnss in
network modernisation/repair
HHiigghheerr aaccccuurraaccyy in site/target group selection for
launching new services (SmartHome, IoT, 5G etc.)
NNeeww rreevveennuuee ssoouurrcceess (Civil Warning System,
studies/research/analysis, advertising etc.)
1
2
3
4
AAggiillee mmaarrkkeett aaddooppttiioonn//pprrooffiittaabbiilliittyy
testing of new services5
“Personalised service experience, customer
behaviour-based investment decisions,
shorter time-to-market with new services.”
Business benefits
from Location-based Analytics
Customer
data
(CRM/DWH)
Network
statistics
(OSS/ENIQ)
Passive
customer
locations
(MPS)

8. What our clients
have achieved?
Selected business cases

9. Client: European Telecom operator
Problem: Most lucrative clients experience no coverage of mobile
broadband. Where?
Action: Applying Demograft location-based analysis to detect sites
that should be upgraded first to address maximum number
of lucrative customers with minimum investment
Result: Better customer experience together with 36% higher ROI
Turn improved
customer
experience into
your profit
Optimised site
selection for
network
improvements
Increase
of ROI36% –

10. Client: Telecom operating in several countries in EU and outside
Problem: LTE is ready for launch but not promoted as the coverage of
45% of population was judged to be not sufficient
Action: Demograft identified that 8% of the clients spend more than 17
hours per day in good LTE coverage. Operator launched
targeted telemarketing campaign (goal 15% conversion rate)
Result: Most successful campaign ever achieving 15% conversion rate,
67% shorter time-to-market
Market services
immediately
and to the
right customers
Shorter time-
to-market
period of LTE
service
– 67%
Decrease
in time-to-
market

11. Invaluable
25%
90%
Save lives locating and
informing people in danger
Make cities truly Smart providing
decision-makers with knowledge
Meticulous advertising services –
better than Google
New services:
as social benefit
or for a fee
Our solution helps to save lives in Europe and Middle East; provides
cities with sophisticated input for managing urban space in South
America; and has proven itself as effective advertising platform in
North America.
Tangible benefits around the world
90,000
lives saved
Every 4th
SMS
generates
sales
9X higher
benefit-cost
ratio

12. Our principles
Secure, private, fast… very fast
Security Privacy Agility
ID’s are separated and encrypted
Aggregated and
anonymous reports
All queries are rounded
Secure and auditable logging
Re-identification not possible
No results below
minimum query limit
Opt-in/opt-out functionality
Exclusion of VIP’s
Query response within 1-5 seconds
Decisions-making in minutes
based on right data
Deployment in 1 month
Payback in 3 months

13. PPrrooffiilleess eennttiirree ssuubbssccrriibbeerr bbaassee conditional to
the movement patterns of people
SSoollvveess cchhaalllleennggeess of Telecom operators
prioritized by CMOs and CTOs
TTrruusstteedd pprroocceessssiinngg aallggoorriitthhmmss from the
Fraunhofer, MIT and Tartu University
2255 TTeelleeccoomm ccuussttoommeerrss around the world with
combined subscriber base 343 million
1
2
3
4
WWiinnnneerr ooff GGSSMMAA AApppplliiccaattiioonn AAwwaarrdd in Best
Technology category in Barcelona 20145 Finding target segments that other
methods cannot deliver…
Facts about Demograft
25 years in location-based analysis

14. Want to know more?
The way to reach us
Riia 24, 51010 Tartu,
Estonia
rait.raal@reach-u.com
+33 7 82 46 99 81
www.demograft.com