End-to-end multi-channel campaign management solution that processes more than 1.5 billion transactions every day was implemented to streamline operations

Almost three decades ago, Bangladesh shifted from a state-owned monopoly in the telecom sector to accelerate telecom penetration. In 2015, mobile technologies and services generated 6.2% of GDP in Bangladesh, a contribution that amounted to around $13 billion of economic value. By 2020, the mobile industry is expected to generate $17 billion of economic value.

Late 2015 witnessed a growth in urban class customers who preferred a connected lifestyle. Urban class customers were the biggest consumers at 11 million and expected to grow fivefold by 2050. With a growing urban population, the country witnessed a rise in their mobile subscribers. On the whole, the country had recorded sale of more than 10 million mobile phones and 123.6 million subscribers.

It was evident that mobile phones were becoming the prime communication device. There were few other reasons involved that supported Bangladesh with this change. The 2G and 3G network cellular services improved and expanded, call rates dropped, globalization was prevalent, strong economic growth including tourism were the other factors.

The client, who is the second largest mobile phone operator in Bangladesh with 70 million subscribers and the first operator to introduce GPRS and 3.5G services in the country, needed a platform to market efficiently to their customer base.

The customer was searching for a robust system that could track and record more than a billion transactions each day with prepaid subscribers forming 98% of the base. They were looking for an end-to-end, multi-channel campaign management solution that could help them increase efficiency and reduce operational costs. The two prime considerations were flexibility of campaign design and speed of launching campaigns.

The Context

The customer had tried other solutions in the past and those had not been able to handle their complex requirements and the load. Given the past experience of a failed implementation, customer crafted an extensive technical evaluation process (instead of merely depending on a compliance statement and a simple demo) to ensure that the product chosen would meet their expectations in full.

The process involved 4 stages of evaluation and at each stage the non-performing vendors were weeded out. At every stage, the vendors were given an increasingly challenging set of use cases to demonstrate with. Once the customer had absolute confidence in the capability of the product and the vendor, at the end of the first 3 stages, the fourth stage, being a two-day session on technology, network topology, implementation methodology and project plan, was conducted. That concluded the evaluation process which lasted over 3 months and Pelatro was awarded the contract.

Business Impact

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Production go-live date: 9 May, 2016

Doubled the acceptance rate of campaigns

Subscribers being handled by mViva: ~75,000,000

Daily transaction volume: ~1,500,000,000

Background

The Solution

Implementation details

IN Platform (Huawei)

CRM System (Oracle Siebel)

Mediation Device

SMSC

Device Management Solution (Gemalto)

ADCS (Tango)

SDP (Huawei)

USSD (Comviva)

About Pelatro

Founded by experienced telecom industry leaders, Pelatro offers solutions for Multi-Channel Campaign Management solution. Pelatro, known for innovative solutions for telecom marketers has created a distinct identity for itself on the grounds of trust and stability. It offers a precision marketing solution that analyses customer behavior and provides targeted, one-to-one promotions. The company is head quartered in the United Kingdom and has operations in many countries including US and Singapore. Pelatro has been featured in the research document “Competitive Landscape: CSP Multichannel Campaign Management, Worldwide, 2017” released by Gartner Inc., on 26 May, 2017.

Pelatro deployed mViva Precision Marketing Solution to meet the specifications of the customer as set out in the

RFP. The implementation process took about 16 weeks with an additional 3 weeks for testing and it consisted of

the following steps:

• Solution designing and integration planning

• Adapter building and testing

• Hardware, operating system and database configuration

• Installation of mViva software

• Campaign planning, configuration and testing

• User Acceptance Testing

• Computing environment:

• Integrated with:

Application cluster of 10 machines of 4 physical machines, each machine having 2 Intel(R) Xeon(R) CPU E5-2630 v2 @ 2.60GHz processors, 80 GB RAM and 5 * 1 TB HDD

8 virtual environment instances/servers (As web server, database server, real time servers & external communication gateway server) with each having 2-4 cores and 16 GB RAM and 2 * 500 GB disks.

Operating System: RHEL v6.6

Database: HBase v0.98, Oracle 11gR2

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