chief data & analytics week, europe, barış karakullukcu, turkcell
TRANSCRIPT
BARIŞ KARAKULLUKÇU
Chief Data & Analytics Officer Week 2017
L E D E R S H I P I N
I N T E G R AT E D
T E L E C O M M U N I C AT I O N S
CONVERGED COMMUNICATION AND DIGITAL SERVICES PLAYER • 9 COUNTRIES • 51.4 MILLION TURKCELL GROUP
SUBSCRIBERS • 2 MILLION FIXED SUBSCRIBERS • LISTED ON NYSE & BORSA ISTANBUL
WITH A $7.8 BILLION MARKET CAP1
FIRST DIGITAL OPERATOR
F I R S T D I G I TAL
O P E R ATO R
G L O B AL
P R O D U C T S &
S E RV I C E S
L E D E R S H I P I N
I N T E G R AT E D
T E L E C O M M U N I C AT I O N S
FIRST DIGITAL OPERATOR
TURKCELL TR
Data Consumption is Increasing
MOBILE DATA CONSUMPTION (Ort. GB/ Subscriber)
13,817,5
20,5 21,545%
60%
68%70%
2Q15 2Q16 1Q17 2Q17
Qnty (mn) Penetration
SMART PHONE
1,3
0
2,3
4,3
3,0
4,6
3,9
2Q15 2Q16 1Q17 2Q17
5,8
total Subscriber4.5G Subscriber
*Mobil ses kullanıcıları arasında son 3 ay içinde hatlarını kullanmayan Subscriberler hariç tutularak hesaplanmıştır .
TURKCELL TURKEY
Multiplay Positive Trend
MOBILE* (MULTIPLAY) FIXEDLINE (TV MULTIPLAY)
%32,6 %33,9%35,9
%38,7%40,5
2Q16 3Q16 4Q16 1Q17 2Q17
%24,0%28,2
%41,8 %42,4%46,7
2Q16 3Q16 4Q16 1Q17 2Q17
In Every Minute
100 TurkcellApplication is downloaded 14,7
milion
1,7milion
10,9 milion
1,2 milion
3,4 milion
20,2 milion
4,2milion
2,2milion
4,9milion
63,5 miliontotal download
31,335,5
44,251,4
61,6 63,5
2Ç16 3Ç16 4Ç16 1Ç17 2Ç17 20.Tem
* IP TV ve OTT TV izlenme sürelerini içerir
Instant Messaging Call Management(UPCALL)
Magazin/ Newspaper
DERGİLİK
Music TV Consumer Cloud(lifebox)
DIGITAL OPERATOR OF TURKEY
INTERACT, READ, LISTEN, WATCH AND STORE
450 Bindaily numara tanımlama
502 BinDaily call
2,1 milionmonthly okunan
dergi
29 Dakikagünde kişi başına uygulamada
geçirilen süre
6 miliongünde dinlenen şarkı
22 Dakikagünde kişi başına
uygulamada geçirilen süre
daily TV izleyen
1,5 milion
günde kişi başına izleme süresi*
8,1 sa/51 dk
monthly total yüklenen dosya
110 milion
monthly kullanılan data
110 Bin GB
25 milionmessage
~ 1 milioncall dakikası
Turkcell Business Areas
Digital Services
Bip, Fizy, Dergilik,
TV+, Upcall
Turkcell Energy
Turkcell ***
1
TechFin
Turkcell Finance and
Paycell
Telco
Voice, SMS, Data
New Technologies
Artificial
Intelligence
(AI)
Augmented /
Virtual Reality
(AR / VR)
Blockchain Internet of
Things
(IoT)
5G
Turkcell’s Commitment to Advanced Analytics
Big data is the new oil of thedigital economy. We will processdata to convert value and create
new markets for us.
Our target is to create bestexperience for our customers.
95% of our investment is relatedwith data. Our growth will be
coming from data.
Turkcell CEO: Need to create human-enhancing
technology
Turkcell Big Data Hackathon
Turkcell opened thebiggest data centerof Turkey with 275
milion TL investment.
Big data is not important, Big
questions are. Büyükveriye odaklanıp, soru
sormayı unutmak büyükhata.
Customer Insight Technologies Evolving
Source: McKinsey Analytics: The New Science of Management
Customer Service Use Cases
• Up to 75%in revenue uplift and retentionConnect callers with an agent that best matches theirpersonality, geograpic location and interaction style
• Up to 39% reducton in customer query calls
• 15% improvement in NPM
Link customer interactions across on-line and off-linechannels for a seamless experience( ie twitter, self service, on line chat, call center, et.)
• Reduction of call handling time by 15%Present a more interactive experience and increaselikelihood of resolving a customer’ s issue during the firstcall to contact center.
• Up to 10% revenue upliftUse smart algorithms including voice analytics to predictreal time the next best action
• Up to 30% cost reduction of call center operationsIncorporate Artificial Intelligence and Machine Learning to automate 95% of transaction calls
• 10% cost reductionControl call center costs through smarter automation, common standards and self-service
Source: McKinsey Analytics: The New Science of Management
Big Data Use Cases
A recent study by DataMeer found customer analytics dominate big data use in sales and marketing departments, supporting the four key strategies of increasing customer acquisition, reducing customer churn, increasing revenue per customer and improving existing products. Source: Big Data: A Competitive Weapon For The Enterprise
48%
21%
12%
10%
10%
Big Data Use Cases
Customer Analytics
Operational Analytics
Fraud&Compliance
New Product &ServiceInnovation
Enterprise DataWarehouse Optimization
Analytics Investments
Source: Huawei
Subscriber Dimensions from Mobility Analytics
Usage Direction &StyleHeavy data users
RoamingVoice & Packages
DSSTriple PlayBip & Fizy
Turkcell TV, Lifebox etc.
800+ variables
InterestsClickstream
Smartphone & Tablet
NetworkHome& Workplace
Countryside & Airport etc.Calldrop & Bad Session
Customer ExperienceChannel Preferences
Complaints & Social MediaSpeech & Sentiment
DemographicsAge,
TenureGender, City
BillingInvoice & Refill
Payment ChannelInvoice inc & dec.Lifestyle
SNANight Owl
Early Adopter
Managing Customer Lifecycle
Customers are targeted by more than 100+ advanced predictive models and get %4-5 incremental revenue