7th prepaid mobile summit presentation by abhay doshi

Abhay Doshi, Sr.Director – MarketingFlytxt

Copyright © 2011 Flytxt B.V. All rights reserved

• Operator’s key subscriber challenges in emerging markets

• Structured Marketing Effort for enhancing prepaid revenue

• Key focus areas for operatorsUp-sell/Cross-sellChurn Management/LoyaltyRetention

• Role Played by an Integrated marketing Technology

• Impact Based Revenue Model for campaign management

2Copyright © 2011 Flytxt B.V. All rights reserved

Falling Prepaid ARPU

Competitive Pressures & Tariff WarsOTT Options hitting SMS revenue

Subscriber ChurnMultiple Options to Choose from

Availing Benefits of Multiple OperatorsDynamically Changing needs & preferences

Time to Market Faster Cycle to promote and sellRetailer Incentives


Streamline Marketing Process◦ Subscriber Data Centralization◦ Comprehensive Marketing Functionality◦ Campaign Automation

Enhance Service Revenue◦ Churn Management◦ Loyalty Management◦ Service Up-take & Revenue Enhancement

Generate new revenue via Mobile Advertising◦ 3rd Party Brand Advertising◦ Monetization of Touch Points◦ Location Based Services


5

Increase Tertiary Revenues

Retailer Campaigns

Device Acquisitions

Subscriber Inductions

Optimize Channel Mix

Increase Product Purchase Frequency & Amount

Retain High Average Balances

Influence Service Uptake

Increase Service Usage

Improve Net Incremental Revenues

Churn Prediction Management

Loyalty & Retention Programs

Service Personalization

Recommendations

Intent Marketing

Mobile Advertising

Acquisition Marketing Product Marketing

Customer Life Cycle Innovations


Integrated◦ Every Step is automated◦ Telco Systems integrated in

real-Time

Usable◦ Single Web Interface◦ Real-Time Reporting

Scalable◦ Central Control◦ Distributed Users◦ Carrier Grade


7

Past Average

> 25% drop

Immediate Offer

‘Trip wires’ – Detect behavioral Changes immediatelyChurn Risk dramatically reduces with Immediate Action


Region Retailer ActivationsX a 1000 b 800 c 1200 d 1100Y A 5000 B 4500 C 3500 D 4800Z g 3000 h 2000 i 2200

Retailer Subscriber

Activation

Operator

Benefits

Retailer BenefitsNo. of ActivationsSelect High Activation Retailers

Campaigns for Retailersc, d in XA , B in Yg in Z

Subscriber BenefitSubscriber Reward on value

Retailer BenefitOn Each TransactionOn Subscriber Value


Marketing Agility

Str

uct

ure

d M

ark

eti

ng

Subscriber Focused Marketing Innovators

Chaotic Marketing Product/Service Focused

Address Subscriber Preference

Address Time to Market

Address Both


10

Generates Incremental Revenue

Increases Marketing Agility

High ROI and Low TCO


W

Operator Revenue Overview – Before Flytxt & After Flytxt

Z Y X

Voice RevenueVoice Revenue VAS RevenueVAS Revenue Data RevenueData Revenue Other RevenueOther Revenue

Y + BX + A

Revenue Without Flytxt

Revenue With FlytxtZ + C W + D

•A+B+C+D is the incremental revenue

•Reduces CAPEX burden on operators.

•Onus on Generating Incremental Revenue on Flytxt.

•Flytxt Marketers work with operator marketers to generate incremental revenue


12

Flytxt is included as a sample vendor for Real-Time Customer Offer Engines in the Gartner Hype Cycle for Communications Service Provider Operations, 2010. Source: Gartner, “Hype Cycle for Communications Service Provider Operations, 2010" Norbert J. Scholz

Flytxt Mentioned as a sample vendor in Convergent Communications Advertising Platforms Source: Gartner, “Convergent Communications Ad Platforms” - Jean Claude Delcroix


7th prepaid mobile summit presentation by abhay doshi

Business