A communications service provider in Malaysia, Celcom Axiata Berhad, implemented a targeted marketing campaign management solution to develop personalized campaigns for customers based on their user data and preferences. The solution helped Celcom increase revenue and offer customers more relevant services, while improving customer retention and market share. It analyzed data like user interaction history and business rules to determine the best offers for each customer. Celcom was able to reduce new campaign launch time by over 80% and improve campaign performance by over 70% using this advanced analytics solution.

1. © 2015 IBM Corporation
 Mobile phone users are always looking for better
plans and offers. Service providers can never
assume that their customers will stay loyal and must
work to retain existing customers while increasing
their subscriber base.
 Celcom implemented a targeted marketing campaign
management solution that uses real-time subscriber
data to develop personalized, targeted campaigns.
The solution collects and analyzes numerous data
points—including a user’s interaction history and
preferences as well as provider business rules and
marketing objectives—to determine the best offers
for each customer.
 The solution helps Celcom generate increased
revenue while offering customers the services they
really want and need.
 Celcom Axiata Berhad, a
leader in the saturated and
competitive communications
market, needed to
significantly improve its
understanding of its
customers to help ensure
customer retention and
increase market share.
 The communications service
provider wanted to use
existing customer information
and analytics to manage a
complete marketing
campaign process. Celcom
wanted to target individual
customers with the marketing
message most appropriate to
their usage and customer
profile to improve average
revenue per user (ARPU)
through higher campaign
uptake rates.
Challenges: Transformation:
Results:
Source: GBS project experience
A communications
service provider in
Malaysia improves
campaign results by
more than 70 percent
when it uses advanced
analytics and business
intelligence in a unified
campaign
management solution
to target customers
with offers based on
their actual needs.
• Reduces new campaign launch time by more than 80 percent
• Improves campaign performance by more than 70 percent, in turn
increasing campaign ROI
• Improves customer loyalty, increases ARPU and reduces churn through
personalized campaigns and messaging
Celcom Axiata Bhd.
Transformation examples
A communications company in Malaysia uses analytics to help improve campaign results
1

2. © 2015 IBM Corporation
 With a new business intelligence solution,
the CSP can now analyze subscriber and
network usage information to develop
targeted, personalized messages to
maximize ARPU. For example, in urban
office areas, cell towers represent lots of
nonrevenue-generating capacity on
weekends.
 The CSP can analyze and determine which
customers have previously used the towers
on weekends and offer special rates to
encourage further weekend use.
 This communications
service provider (CSP),
which has operations in
17 countries in Africa,
wanted to generate
higher average revenue
per user (ARPU) by
reaching out to its
customers with targeted
campaigns to promote
its higher value-added
data services while
offering incentives for
users to talk more.
Challenges: Transformation:
Results:
A communications company in Africa uses business intelligence to help increase user
revenue with personalized campaign messages
2
Source: GBS project experience
Bharti Airtel Limited is
a leading global
telecommunications
company with
operations in 20
countries across Asia
and Africa.
Headquartered in New
Delhi, India, the
company ranks
amongst the top 4
mobile service
providers globally. 460% increase in the number of campaign
messages sent in the first year
 300 - 400% higher campaign conversion rates
from personalized messages
 Improves ARPU through targeted up-sell and
cross-selling campaigns
Transformation examples