“full strike – using your data to hit targeting, proposition and strategic initiatives with one...
DESCRIPTION
Synopsis: Mobile operators may be overlooking their greatest asset—customer data—as they fight in crowded markets for a competitive edge. To win, they must increase customer spending, reduce churn and attract new subscribers. The vast array of customer data that they generate could be a powerful competitive weapon. However, only when this data is properly gathered, managed and analyzed can its full potential be utilized.TRANSCRIPT
© 2013 – PROPRIETARY AND CONFIDENTIAL INFORMATION OF CVIDYA
Amit Daniel, EVP Marketing & BD
Full Strike – using your data to hit targeting, proposition and strategic initiatives with one shot
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The Williams Family
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Profession Runs his own SME George
Naomi
Hobbies Reading, movies, traveling
and watching specific series on TV….
Profession EVP Marketing
Patterns Voice, SMS, Roaming, WhatsApp,
Skype
Devices laptop, 2 tablets, Galaxy S3 (paid for by the employer)
Devices laptop, tablet, iPhone (paid for by the SME)
Patterns uses tethering at work
(on the go) and at home
Hobbies Football, biking, National Geographic
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Devices - laptop, tablet, Galaxy S3 Plan - bundle of unlimited SMS and Voice, 1.5GB data (exceeding limit and suffering from bandwidth quality issues) Patterns - Skype, WhatsApp, gaming, HD videos (YouTube)
Devices - iPhone 4S Plan - bundle of unlimited SMS and Voice, 500MB data Patterns - WhatsApp, Facebook Habits - tennis, basketball, action movies
Device - feature phone Plan - prepaid Voice only
Jane 11 6
Jack Stella 14
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Characterizes Them
• Traveling every 2nd weekend of the month which entails 2-4 hours of driving • Traveling abroad – 1-2 times per year (taking a few devices with them….) • Music concerts – few times per year • Attending many family attractions (shows, amusement parks, etc.) • Watching movies and purchasing online gaming • Usage of Wi-Fi has been reduced • Subscribed to broadband and cable TV and VOD
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Let’s Connect Back to The Provider…
Data Available XDRs, customer details, device, location, account number, point of sale, revenues…..
Insights Correlation, relationships, patterns,
habits – Needs and communication habits as a
group and as individuals – Patterns of use - profile enrichment – Influencers – Correlations - Friends/family
members/SMEs
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Understanding your data as well as customer usage and needs mean: • Creation of relevant pricing models and
campaigns • Innovation and “out of the box” pricing
models with 3rd parties partnerships • “Trial and Error” mode of operation
Analytics is Crucial for Mobile Data Pricing
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Operators’ Reality
“Telcos are sitting on a huge pile of data. But they can only efficiently use a small portion. Leveraging it effectively requires a very targeted approach to gain usable outputs.” (Deutsche Telekom)
“Pricing models are about moving from one-size-fits-all to consumption-based models with much more flexibility and customization built in to allow the end user to make the choices they want to make based on what they need at that moment in time.” (Alicia Dietsch, AT&T)
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Underpin Advanced
Segmentation
Manage the OTT challenge
Maximize returns from LTE
Investments
Improve CLTV
Mobile broadband connections reached $1.6B users in 2012, a 43% growth year-over-year Mobile broadband revenues reached $244.2 billion in 2012, a 21% growth year-on-year Ovum, wireless Intelligence
Opportunity loss potential of 230B USD in 2013-2015
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Quickly and effectively launch new products, tailored to customers’ needs and preferences
Return the Investment in high-speed networks - Maximize revenue from the data growth engine
Generate new sources of revenue to compensate for decreasing profitability
Offer premium customer experience, to retain competitiveness and market share
Monetize the vast amount of available customer data, across silos and departments
Re-structure the product catalog, to align with latest market changes
CMOs’ Challenges
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European Telecom Revenues are Decreasing
Source: Arthur D. Little, Exane BNP Paribas Note: Countries covered: Germany, France, UK, Italy, Spain, Netherlands, Belgium, Portugal
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Monetizing Mobile Data
Source: ARCEP, Arthur D. Little analysis
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Tablets Trigger Strong Data Consumption
Source: userADgents, Zenith Optimedia, operators, Arthur D. Little analysis
Note: 75: of tablets sales would be connected in 2015
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Accelerate Data Penetration & Maximize Data Revenue
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Identify Best Candidates for Data Propositions
Who have the highest likelihood for:
Find sophisticated combinations of customer profile, device, and usage attributes, which identify customers:
2 Whose usage/ ARPU are likely to be impacted most positively by:
3 Whose ARPU is least likely to be cannibalized by:
Starting to use data services steadily
Increasing volume of data usage Upgrading data bundle
Upgrading to a more advanced device
Improving the targeting of data propositions can increase conversion rate by 20-25%. Focusing on the customers for whom data adoption or upgrade of data bundle is likely to have the most positive impact can
increase data revenue per customer by over 10%.
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Leverage Customer Relations & Influence
1 Reveal related customer groups (families, small businesses), of which all/most members use data services regularly
2 Find customers who frequently share their data allowance with additional devices via tethering
3 Identify data users who move their SIM cards between several devices (e.g. smartphone, tablet, modem)
Identify best candidates for shared data packs and find their overall data needs
Identify Influencers whose profile, usage, device, and price plan make them good candidates for data bundle/ device upgrade
Leverage the viral impact of these influencers: Prioritize the customers in targeting of data bundle
upgrade/ device upgrade campaigns Potentially offer influencers better terms, to ensure
their adoption (consider ROI of entire influence group)
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Service-Based Data Propositions & 3rd-Party Data Monetization
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Service-Based Data Propositions
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Customers/ customer groups with high-volume of Facebook/ Twitter usage
Offer customers relevant service-driven, rather than volume driven, data proposition, for premium Quality of Experience and as additional source of data revenue - increase subscribers’ ARPU by 3-5 Euros
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Customers who are frequently using video streaming/ gaming
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Customers with high-volume of sports/ music streaming
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Customers frequently using VoIP on their mobile
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Customers constantly using data services on an older-generation device
Offer (potentially shared) unlimited Facebook/ Twitter usage, for a fixed monthly fee
Offer video optimization service for additional fee, or direct to video optimization guidelines
Offer the operator’s sports/ music application, or one promoted by the operator, for a discount
Offer guaranteed Quality of Experience for VoIP calls, for an additional fee
Offer subsidized upgrade to an advanced device, for better quality of data services, encouraging higher usage
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Monetize Mobile App. Downloads & OTT Services
Identify customers’: – Used applications – Areas of interest (sports, gaming, music, videos) – Most used OTT services (e.g. chat applications, VoIP, etc.)
Partner with OTT players to improve customers’ OTT experience (3rd-party subsidizes extra data volume/ guaranteed QoE)
Promote 3rd-party mobile applications most matching customers’ interests
Partner with mobile apps. vendors to sell combined bundles - (data volume + apps.) or (device + apps.) - and split the profits
Sell device manufacturers statistic data of how their devices are used / Sell app. developers aggregated profiling of their app. users
Offer the most popular mobile apps. for free, as a loyalty offer - Get special volume discount from the application vendor
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The Williams Family
Offer a shared data plan that covers the needs of all family members , e.g.: – Incentives for gaming / sports providers as part of the pricing bundle – Not only mobile…cross and up-sell with broadband and VOD offerings
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A leading supplier of Revenue Analytics solutions to communications and digital service providers
Founded: 2001
300 employees in 15 locations worldwide
Deployed at 7 out of the 10 largest operators in the world
150 customers in 64 countries
Globally processing 150 Billion xDRs per day, 55 Trillion xDRs per year
Saving over $12 Billion to providers annual revenue
Partnering with world leading vendors
What You Should Know - cVidya
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Turning your DATA into VALUE
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cVidya Enrich™ - Product Modules cVidya Enrich™ - Product Modules
Advanced Data Analysis - Influencers/ Customer Groups (families, small businesses)
Cross-business KPIs - 360° Executive View An included set of always-relevant data analytics
Analysis Sandbox Create your own analytical views
Modular Pre-Modeled Customer Analytics Packages of on-line data analytics, to support strategy of 8 specific business objectives:
Accelerate Data Penetration & Increase Data Revenue
Improve Customer Retention
Service-Based Data Offers & Third-Party Monetization
Strategize LTE Migration
Optimize Price Plan Mgmt.
Improve Customer Acquisition
Optimize Pre-paid to Post-paid Migration
Optimize Roaming Proposition
THANK YOU! www.cvidya.com