Network Big Data: under exploited resources for customer experience management.

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Network Big Data: the underexploited resources for Customer Experience Management

AfricaCom 2013

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© 2004-2013 Intersec - Confidential

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Big Data Market reaching $50B in 5 years

The amount of data is growing 40 times as fast as the world population


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Augmented Knowledge through Big Data

Data from demographics

Data from Mobile Use

Data from Fix access

Data from Internal Statistics / CRM

Data from Social Networks


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IMPROVE SERVICES

data = improved business

IMPROVE CUSTOMER

MANAGEMENT

data = better targeted

advertising

SELL ACCESS TO INSIGHTS

data = increased business

Through Real-time treatment and Advanced Data Correlation capability, increased value can be provided to Mobile Operators

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Telecom Network

Business Support Systems

Improved profiling and targeting in real-

time

Optimized resources and tasks

redundancy

Increase in ARPU, wallet-share and

NPS

Diminution on retention costs due

to increased customer

satisfaction

Big Data collection and analysis

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

Social Networks


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Have a deep down view of every subscriber

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

Nelson Male, 29 years old

Likes: action movies, comedy TV shows, travelling abroad

MBB

Voice

Messaging

17 days

last 90 days

Value

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

Surprise and exceed expectations of this high value customer by

providing third party bonuses: theater tickets, gifts…

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!


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Competition launches aggressive offer for prepaid subscribers

Revenue leakage

Increasing churn rate of specific prepaid segment since

competition’s offer

willing to benefit from the competition’s offer

Increased retention and customer satisfaction

+ service cannibalization and revenue leakage avoidance

With Dynamic Targeting capabilities, create a specific micro-

segment and include/exclude automatically all subscribers fitting

targeting criteria

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

With Real-Time Big Data capabilities: collect from IN, BI, CRM, MSC…

subscriber data instantly and detect revenue leakage immediately

Detect in real-time Define autonomously

Deliver a personalized offer

in 10 minutes

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


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The new season of Africa Star just started two weeks ago: big buzz

around this TV show.

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!

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

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.

For increased segmentation, capability to correlate location and browsed data: TV shows,

music…

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

Launch the offer minutes before boarding: the best time for subscription.

Katlyn and other passengers opt-in, since they will be killing time

with personalized content based on real

interest.

Katlyn lives in Cape Town 300 minutes of 340 SMS & 30 MMS 2GB of mobile broadband Loves TV shows Opt-in to share location


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STIMULATING TOP-UPS

Encourage these customers to top up at “above” average amounts in exchange for on-net bonuses tailored to each value segment

REVIVING INACTIVE ACCOUNTS

Encourage inactive customers to recharge by giving them on-net bonuses

STIMULATING USAGE

Stimulate usage by value segment (mainly off-net, international and VAS)

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


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Campaign Description Campaign results

Targeted subscribers

• Subscribers with Low Balance (less than 1Euro) and located close to Operator’s shops

Sales initiation Trigger

Offer

• Subscriber enters the area less than 500meters around Operator’s Shop

• “You’re just 500 meters away from ourshop on Main Street. Visit us and top-on150 ZAR today and get 30 minutes free”

• 57% of subscribers visited the recommended shopduring the day

• 7% of subscribers visited the same shop one moretime during the next month (second purchase)

Comparing with Control Group

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Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8

Alive Group Control Group


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• Subscribers with ARPU lowest than averagein urban area

• Subscribers make irregular payment onweekly bases nearly 1/5 of regular ARPU


Offer

• Subscriber made payment on 1/5 ofARPU

• «Refill your balance on 100 more ZAR tillthe end of this week and get 10 minutesof local calls for free”


• 6 % of subscribers made additional refill

• 4 % of subscribers start to refill more after 4th week

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• Subscribers with old feature phones

• Subscriber with annual contract close tofinish (during the next 1-2 months)

• Subscribers with active Loyalty account


Offer

• Subscriber entering the area close to theOperator’s shop

• “Offer of the month: you can upgradeyour mobile for the new HTC Q1. Visit ourshop in Main Street right now, or activatediscount by answering this SMS.”

• 14% of subscribers made phone upgrade with a newannual contract during the next month

• 11% of subscribers visited same shop one more timeduring the next three months (second purchase)


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• Subscribers with Samsung Galaxy S

• ARPU between 150 and 200 ZAR

• Subscribers not used internet during lasttwo months, but keep positive balance


Offer

• Subscriber made alone GPRS session withvolume between 100Kb and 300 Kb morethan 48 hours ago

• “You can benefit from a great offer: enjoyone week of Free internet access. Press“1” for activation.”

• 21% of subscribers was interesting in campaign(answered on interactive SMS offer)

• 8% of subscribers start to using Mobile Internet afterparticipation in campaign


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REAL-TIME MASS SCALE LOCATION FOR VALUABLE INSIGHTS

Real-time big data collection

Customer knowledge, behaviour

Smart Analytics Internal Use

Packaged Insight Analytics for internal usage External B2B Analytics of anonymised data

including Geomarketing

CRM data Customer Activity

Real-time network events

GeoMarketing B2B

Data Mining

Customer present Location

consolidation


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Re

tail

M-c

om

me

rce

Mkt

Res

ear

ch

Loca

l Go

v

Uti

litie

s

Tran

spo

rt

Eve

nts

Ad

vert

isin

g

Tele

com

Oth

ers

Tota

l

Research 870 90 20 10 80 180 260 350 1 940

Business Development

350 40 190 330 910

Ops/Planning 260 20 10 650 150 110 180 100 180 1 660

Site Planning 520 430 120 120 400 1 590

Sls & Mkting 2 180 140 600 380 210 390 590 4 480

Advertising 260 40 80 10 190 570

Total (millions $)

4 450 280 70 1 080 850 840 340 360 870 2 030 11 000

Source: STL Partners August 2013

Location Insight Services Value by industry and sector (by 2016)

Market:

Global geo-marketing market estimated reaching 11 billion USD in 2016

Principal markets:

Retail

Public sector

Transportation

Tourism


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Local GeoMarketing study for several merchandizing areas based on actual events.

Provide an objective view of the best area for the opening of a new point of sales.

$100K

Objectives: Provide a study based on contextual information to position itself as the leading mobile operator in the French contextual big data market

Results: New identified catchment area

Solution: 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


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Soccer game event

France – Belarus – September 2012

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

Stade de France attendees positions

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Internal

use cases

External

use cases

Fraud management: • 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: • 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

Location Based Advertising: • 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)


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Data Stores

Location stream

MSS

Probes

Third Party Apps Telco Marketing teams

Inte

rnal

Pla

tfo

rms

Mobile Broadband usage

DPI

GGSN

Billing/CRM

MSS

Postpaid Billing

Prepaid Billing

IT Platforms

Enablement

Users

Rule Engine Network

Stacks

Quick Map Reduce Smart Query

Subscriber Datamart

Location Cache

History Store

Data Collection

Intersec C

ore Tech

no

logies

Content Providers

Messaging stream

Core network


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Intersec Big Data Customer Value Management won the jury’s “ ”

award

as « » at the AfricaCom

Awards 2012 and is nominated for 2013

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

Intersec enters the “Red Herring Global top 100”.

This prestigious prize rewards European startup’s

innovations and technologies

SFR won a 2013 Big Data award for dynamic GeoMarketing using Intersec’s technology

Thank You

www.intersec.com

Date post:	12-May-2015
Category:	Technology
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Network Big Data: under exploited resources for customer experience management.

Technology