datamine - cas: competition analysis, for telcos

Product Structure*Overview

May 2010

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Competition Analysis System

CAS v3.0 Product Structure pg. 2 http://www.datamine.gr

1 CAS - Introduction Datamine’s Competition Analysis System (CAS) is a sophisticated, highly engineered data processing and visualization platform providing outstanding analytical capabilities to telecom decision makers, such as:

- the design of customer retention strategies and pricing policies

- the development of innovative products

- the assessment of tariff performance, internally or against competition

- the compilation of business cases to support candidate products

In all of above cases, CAS provides robust answers through single click sequences.

The following chart presents the general architecture, the core elements as well as several optional components of CAS 3.0.

‘CAS Core components’ as appearing in the chart above, consist of all the necessary modules such as the Tariff Architect, the Billing Engine and the Segment Designer.

CAS DB

CAS Staging DB

CAS.Synchro

CAS ETL

External Adaptor

CAS Adaptor

Transformation Manager

CAS Core components

Traffic Simulation Engine

Business Case Builder

Analytics Studio

Online Recommendation Discount Management

CA

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CAS Connector

CA

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Core Web services Public Web services

CA

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n CAS StudioTariff admin,

Policies, Reporting. For Experienced

Power Users, Business Analysts, Product managers

CAS Advisor (R)Rating-Based Tariff Advisor for existing customers. Based

on exact rating and billing processing

CAS Advisor (P)Profile-based Tariff advisor for existing or new customer (on computed/ declared traffic

pattern)

CA

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Custom Apps

Mobile apps

Portal My Account Intranet apps

SNA - Social Network Analysis

Optional module

Core module

Data Storage

External element



2 CAS Product Structure The following table presents all the distinct components/ service packages of CAS.

ID Component

#01 Infrastructure + CAS Studio This is the core platform consisting of all server components + CAS Studio. Includes all tools for tariff creation and administration, customer base analysis, segment & policy definition, analysis and management, basic reporting and analytics. This is an autonomous, minimal edition of CAS, a prerequisite for all other CAS components. For experienced power users, business analysts, product managers.

#02 CAS Advisor (R) Intranet application for POS/ Agents, dealing with owned (existing) customers. This component serves agents with a tariff negotiation framework for existing customers according to active corporate policies. This is an optional component.

#03 CAS Advisor (P) Intranet application for POS/ Agents, dealing with candidate (competitor) customers based on traffic patterns. This is an optional component.

#04 Analytics Studio This is an optional component offering sophisticated, interactive, OLAP-based analytics against tariff performance and customer data. A powerful cube exposes numerous customer, billing and tariff related metrics to the business users, through drag-n-drop operations and instant response. Additional features such as Drill Down, Drill Through and integration with MS-Excel ensure an outstanding customer analysis experience.

#05 Business Case Builder This advanced module enables business users to define complex comparison scenarios and business cases. For instance, a wizard like process enables the definition of a complete scenario through a set of simple steps:

- Customer Analysis Groups: Business users may define complex set of customers (including balanced random samples against existing segmentation schemes), save, share and administer groups for repeating analysis or reference/ baseline

- Perform Customer Group Profiling through standardized analysis templates.

- Define assumptions to be used for analysis and impact estimation (such as transition rates towards certain tariffs, churn rates or expected traffic impact)

- Define the Output to be generated: define level of detail (top x tariffs per customer, all commercially available tariffs per customer, policy outcome per customer etc)

- Analyze the results (or export customer-level comparison results for further external processing)



- Schedule Execution of certain analysis packs as repeating tasks and get notified when completed

The main usage scenarios are:

- Policy Evaluation Studies: This type of analysis involves the evaluation of a certain policy A generating tariff proposals to customers of certain type (for instance consumers, of top tenure, high traffic to competitors) against a new, alternative policy B. In this case, under certain business assumptions, the system generates detailed comparison report with impact figures/ estimates in several levels, thus providing a straightforward, quantitative comparison of strategies A & B.

- Tariff Evaluation Studies: The business user analyzes the performance of a candidate, hypothetical or under release tariff: defines the tariff in CAS, designs the profile of customers expected to be interested, makes reasonable assumptions on transition rates from existing tariff to the new offering and generates a detailed impact analysis report, to be used as a baseline for setting the performance expectations for the candidate tariff.

- User-defined Bill Cycle Executions: the business user defines the target set of customers (or selects one of the existing, named customer groups), selects the tariffs to participate in the analysis, determines time frame and any additional output configuration and submits the Custom Billing request. The system triggers the billing engine for this specific request, and produces a local file with the detailed results (billing output or policy output per MSISDN) for further analysis or data feeding (for instance analysis in an external data mining package, or feed towards the campaign management system in use).

#06 Traffic Simulation Engine Specialized tools enabling sensitivity analysis, tariff configuration impact estimators as well as CDR simulation tools (generation of user-defined sets of CDRs following customizable traffic patterns).

#07 SNA – Social Network Analysis Advanced traffic modeling enabling the identification of clusters of ‘connected’ customers (cliques), the role of each customer within its clique (‘opinion leader’ etc) along with a set of SNA related metrics. The output of this component is directly available to CAS components, thus boosting customer analysis & handling capabilities (for instance use Segment Designer for SNA-related customer filtering and segment/policy definition). This is an optional component.

#08 Online Recommendation engine (web) Advanced component enabling integration with corporate portal, under ‘myaccount’ section.

#09 Discount Management system Advanced module enabling the definition, management and performance analysis of personalized discount models.



3 Subscription services The following table presents the yearly subscription services offered:

ID Package

#01 Technical & Operational Support Subscription services for technical and operational support.

#02 Tariff Provisioning Service Subscription service. Includes market monitoring through press releases and formal tariff model announcements, changes in telecommunication taxes and all other market elements defined in CAS which directly or indirectly affect billing-related results (destinations, country zones, time zones). Also includes Tariff model validation (services ensuring accurate tariff definition) and additional data verification services (repeating steps ensuring the accuracy of the results in terms of policies and business rules defined).



Contact information

George Krasadakis Head of engineering & product

development

datamine ltd Decision support systems

22 Ethnikis Antistasis avenue

15232 Halandri

Athens, Greece

Tel: 0030 210 6899960

Fax: 0030 210 6899968

www.datamine.gr [email protected]

No part of this document may be reproduced. Datamine may have patent applications, trademarks, copyrights or other intellectual property rights in this document. This document does not give you any license to these patents, trademarks, copyrights, or other intellectual property. Datamine is a registered trademark. ‘use.your.data’ is a registered trademark.

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