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REAL-TIME ENGAGEMENT PLAYBOOK FOR MOBILE OPERATORS MAKING DATA PAY
REAL-TIME ENGAGEMENT PLAYBOOK FOR MOBILE OPERATORS
MAKING DATA PAY
Monetise every subscriber interaction with contextual real-time engagement
Contextual marketing is about UNDERSTANDINGWHO the subscriber is, WHERE they are,
WHAT they are doing, and what they are likely to do NEXT
COMBINING relevant subscriber information
with the REAL-TIME context
to deliver REAL-TIME personalised ENGAGEMENT
at THE RIGHT TIME, EVERY TIME.
Don’t just analyze.........Real-time Engagement builds and monetises relationships with subscribers,
nurtures subscriber communities, and shapes and empowers brand
ambassadors. Subscribers want to see, feel and really engage with brands.
They expect consistent and personalised experiences delivered wherever and
however they choose and they are disappointed by the continuing flood of
irrelevant communications they receive.
Mobile operators have a unique opportunity to maximise the engagement
potential from every touchpoint in their subscribers’ digital journeys if they could
interact directly with their subscribers in real-time. This would enable them to
seek out key loyalty-boosting and revenue generating opportunities. They are
uniquely positioned to gauge context, and to predict intent which, in turn, means
that they can reach and influence subscribers right at that key decision-making
moment. But operators’ traditional campaign management solutions lack the
automated real-time marketing and predictive analysis requirements needed to
drive successful real-time engagement.
If your subscriber runs out of data, the time to send him or her a personalised offer is NOW, not in 2 weeks, 2 days or even 2 minutes.
Engage................Real-time Engagement means combining what operators know about their
subscribers with what those subscribers are doing in real-time to make the right
offer at the right time and location. If a subscriber runs out of data, the time to
send him or her a personalised offer is NOW, not in 2 weeks, 2 days or even 2
minutes.
Mobile operators want to deliver choice, flexibility and visibility to their
subscribers in order to stimulate mobile data usage, monetise subscriber
engagement and increase loyalty. They want to enable an immediate and
direct engagement with individual subscribers. They want and need to
establish a continuous two-way dialogue with their subscribers. But time and
again, their existing systems are limited and fail to provide the flexibility, the
ease of operation, and the service velocity needed to execute sophisticated
real-time engagement.
With the right solution, operators can surprise and delight subscribers by
turning every real-time engagement opportunity into a lasting impression.
If your subscriber is thinking of churning, the time to engage is NOW, not in 2 weeks, 2 days or even 2 minutes.
Understanding the power of Real-time EngagementConversion rates are 10
times higher for
individualised promotions
and offers made in real time
Revenues are increased
by ensuring promotions
and offers are
personalised, timely and
relevant
Subscriber “happiness” is
improved with real-time
predictive product and service
recommendations
Time to subscriber and time to
revenue are significantly decreased
When subscriber engagement is
personalised and targeted, brand
perception is improved and churn
is reduced
TANGO TELECOM
REAL-TIME
ENGAGEMENT
With Real-time Engagement, operators exceed their subscribers’ expectations.....
Successfully
predicting and
preventing
churn early
Increasing
conversion rates
and accelerating
usage and
spend
Decreasing the
costs of
developing and
launching new
promotions
Encouraging
subscribers to
explore and
adopt new
services and
experiences
Surprising and
delighting by
turning every
real-time
engagement into
a lasting
impression
serve grow retainacquire
Decision to purchase
Onboarding
Customer service
interactions
Devices/upgradesChange of access
/LTE/WiFi
Loyalty transaction
Social media
Adopt new services
Recharge/billing
Automating engagement throughout the subscriber lifecycle from onboarding to loyalty and retention
Never again miss an opportunity to monetise
9 real-time engagement campaignsyou need to launchtoday!
OnboardingReal-time Engagement for Onboarding ensures a deeper engagement
with subscriber, enhancing your acquisition effort from the start. In
their first 90 days, over 35% of prepaid subscribers churn. With Real-
time Engagement, operators proactively reach out to their newest
subscribers with highly targeted real-time welcome plans.
Operators can engage with individual subscribers at key opportunities
during this initial 90 day period and encourage them to recharge, to try
additional services and experiences, and to secure loyalty.
Sample offers/incentives
• discounted 1st and 2nd recharges
• earn bonus loyalty points for 3rd recharge
• earn bonus data towards favourite activity - free data for Facebook
when you purchase 4GB
• migrate to a new and more suitable plan without penalties in the
first 90 days
Analyse
Automatically identify the
newest subscribers when
they reach certain balance
or usage thresholds or
engage during a certain
activity – all in real-time Engage
Immediately engage with
subscribers by sending
highly persuasive and
targeted offers and
incentives
Measure
Reduce prepaid churn,
increase prepaid subscriber
loyalty, boost prepaid
ARPUs, increase new
service adoption
UpliftingReal-time Engagement for Uplifting enables operators to cost-
effectively maximize the value of their existing subscribers. Normally,
a typical subscriber increases his usage when he has recharged his
balance but as he gets closer to his limit, he slows down and limits his
usage.
Real-time Engagement identifies when the subscriber slows down his
usage and pushes a personalised and persuasive offer to him. This
encourages the subscriber to recharge his balance and to begin using
his phone freely again, boosting revenues for the operator.
Sample offers/incentives• discounted recharges – 20% off
• earn bonus loyalty points by recharging now
• earn bonus data by recharging now – 4GB for the price of 2GB
• offer a flat rate for access to favourite apps
Analyse
Automatically identify
subscribers when they reach
certain balance and usage
thresholds in real-time
Engage
Immediately engage with
subscribers by sending
highly persuasive and
targeted uplifting offers
Measure
Reduce churn, increase
subscriber loyalty and boost
revenues
Churn ReductionReal-time Engagement for Churn Reduction enables operators to
identify and score subscribers based on their estimated potential to
churn. The solution then offers these at-risk subscribers targeted
incentives based in their score, on their individual profiles and on their
real-time contexts.
By combining real-time engagement with established customer
retention strategies, operators treat each subscriber as an individual
and engage at exactly the right time to ensure maximum impact. By
sending personalised real-time offers tailored to individual contexts,
operators speak directly to their subscribers, address their needs and
keep them loyal and happy.
Sample offers/incentives
• personalised device upgrade offers
• migrate to a new and more suitable plan without penalties and
contract extensions or offer try and buys of new services
• earn bonus loyalty points to spend on shopping/dining/travel based
on preferences, location and demographics
Analyse
Identify subscribers at risk of
churn based on their silence
or real-time actions
Engage
Immediately engage and
incentivise at-risk
subscribers by presenting
highly persuasive and
targeted retention offers
Measure
Reduce churn, reduce
onboarding costs, increase
usage, increase subscriber
loyalty, increase new service
adoption
Silent RoamerReal-time Engagement for Silent Roamers enables mobile operators
to identify and encourage silent roamers to use data with attractive
and well-timed roaming plans and promotions, all in real-time.
By offering simple and easy to understand plans combined with cost
and usage notifications, mobile operators maintain and increase their
roaming revenues and deliver exceptional roaming experiences for
their subscribers
Sample offers/incentives• discounted roaming rates for favourite destinations
• accumulate bonus data to use at home – for every 2GB of roaming
data purchased, earn 1GB to use at home
Analyse
Identify 100% of silent and
low usage roamers in real-
time
Engage
Engage with roamers at key
selling points with triggered
location-aware lower priced
incentives to promote usage
Measure
Increase roaming revenues,
roaming data usage
Never miss a monetisation
opportunity even when your
subscriber is roaming
LoyaltyReal-time Engagement for Loyalty enables mobile operators to
identify and reward high value subscribers by providing offers and
experiences based on their individual profiles, past behaviours and
real-time contexts. This means operators can easily prioritise these
high value subscriber segments.
Sample offers/incentives
• personalised device upgrade offers
• migrate to a new and more suitable plan without penalties and
contract extensions or offer try and buys of new services
• earn bonus loyalty points to spend on shopping/dining/travel based
on preferences
• try and buy for new services and experiences
• instant win – recharge now and win a prize
• surprise & delight – an out of the blue reward based on a real-time
context
Analyse
Identify the segment of
“one” by matching
personalised offers to
individual subscribers their
real-time actionsEngage
Immediately engage with
subscribers by sending
highly persuasive and
targeted retention offers
Measure
Reduce churn, increase
subscriber loyalty, increase
revenues
Postpaid lifecycle valueReal-time Engagement for Postpaid subscribers ensures that mobile
operators maximise the revenue potential from their postpaid
subscriber base. By leveraging the numerous trigger points
throughout the postpaid subscriber lifecycle, mobile operators create
a continuous two-way dialogue with their most valuable subscribers.
By proactively engaging with subscribers, operators can learn and
adapt to what makes them happy and not so happy with real-time
insights. These valuable insights can be fed into future campaigns,
further increasing overall marketing effectiveness.
Sample offers/incentives
• access Youtube and immediately receive a 30 minute video
streaming offer
• offer a shared data plan immediately when subscriber buys a
second device
Analyse
Identify key moments in the
postpaid subscriber lifecycle
in real-time
Engage
Create micro-campaigns to
offer extremely targeted and
relevant offers
Measure
Increase revenues, increase
usage, improve subscriber
quality of experience
Sponsored DataReal-time Engagement for Sponsored Data enables mobile operators
to identify and reward subscribers based on their individual profiles,
preferences and real-time actions.
Subscribers are offered highly targeted free data rewards matching
their needs and preferences. Operators benefit from increased data
usage as subscribers consume offers from brands and receive data
access to relevant apps and content as rewards. Revenues are
increased from partnerships with brands which could include a
revenue sharing strategy. Finally, loyalty is increased by offering
more choice and providing subscribers with free data rewards from
their online activity.
Sample offers/incentives
• sign-up for trials and newsletters and get data rewards
• buy from online retailers and receive data rewards
• accumulate points towards a new device upgrade
Analyse
Identify subscribers based
on their real-time actions
Engage
Immediately engage with
subscribers by sending
highly persuasive and
targeted offers for relevant
brands
Measure
Reduce churn, increase
subscriber loyalty, increase
usage and open a new
revenue source from brands
Brand AmbassadorsReal-time Engagement for Brand Ambassadors enables mobile
operators to identify key influential subscribers and turn then into
brand ambassadors. Viral marketing works and when a friend
recommends, we listen.
In order to gain their attention, operators can engage with key
influential subscribers proactively and empower these subscribers to
go out and grow their sphere of influence. By launching a new
product or service within the influencer group, operators can see the
effectives of viral marketing in real-time by tracking who takes up the
offer and their links back to the influencer circle.
Sample offers/incentives
• reward key influencers based on their real-time actions
• reward key influencers based on offer uptake within their influencer
circle
• test new services and offers within the influencer group first before
launching to wider subscriber base
Analyse
Identify key influencers
based on their real-time
actions, interactions and
their circle of influence
Engage
Immediately engage with
influencers by sending
highly persuasive and
targeted incentives that they
can share
Measure
Increase subscriber loyalty,
increase usage, increase
new service adoption,
increase Net Promoter score
CollaborationReal-time Engagement for Collaboration enables mobile operators to
collaborate with OTT and App providers to identify and incentivise
subscribers in real-time as they access partner apps and services.
Subscribers are sent highly targeted micro-offers which exactly match
their real-time needs and contexts. For example, a subscriber opens
Youtube, he receives an offer for 30 minutes video streaming, or when
he starts to download a video, he receives a turbo-boost offer to
download the video in 5 minutes instead of 30. Operators and App
providers could also reach out to gamers and offer in-app turbo-
boosts to download the latest version of games or new game packs.
Sample offers/incentives
• open Youtube and get a 30 minute video streaming offer
• let your kids play games with time-based based offers that don’t
affect your postpaid bill
Analyse
Identify subscribers in real-
time as they access partner
apps and detect the exact
resources needed for their
intended activityEngage
Engage by sending highly
targeted micro-offers for use
with these partner apps –
offering exactly the
resources needed for a
specific activity
Measure
Reduce churn, increase
subscriber loyalty, increase
usage and open a new
revenue source from
revenue sharing with OTT/
App providers
Real-time Engagement – Tango TelecomThe Tango Telecom Real-time Engagement solution is revolutionising how mobile operators
engage with their subscribers. Our customers now interact in real-time with their subscribers at
optimal upselling opportunities including reaching a low balance, trying to access a new
service, arriving at a particular location and at times of high or low usage.
The results are amazing and far reaching: increased revenues, improved subscriber loyalty,
more effective marketing. Our customers are experiencing up to 60% increased revenues, 6x
increase in conversion rates and increases in market share and dramatic reductions in churn.
The Real-time Engagement solution ensures that the right offer always reaches the right
subscriber at the right time – every time.
What Real-time Engagement means for you.....
• Industry leading and award-winning solution that recommends
relevant data plans and services in immediate response to real-time
subscriber actions, profile information and preferences ensuring the
highest possible offer uptake
• Delivering an exceptional experience to subscribers by offering
compelling, personalised experiences that speak directly to them
• Never again missing a key monetisation opportunity by automating
engagement throughout the subscriber lifecycle from onboarding to
loyalty and retention
• Ensuring the highest conversion rates by eliminating irrelevant
communication
• Offering a superior on-device experience by allowing subscribers to
control everything from their device in real-time from purchase and
activation of new offers to updating preferences and account
information
© 2016 Tango Telecom Ltd. This document may not be duplicated, in whole or in part, by any means whatsoever, without the prior written permission of Tango Telecom. The information contained in this document is confidential and is the valuable proprietary information of Tango Telecom Ltd. iAX™, Tango DRE™ and Making Data Pay™ are trademarks of Tango Telecom. All other trademarks are acknowledged as the property of their respective owners.
Contact us today at [email protected]
