REAL-TIME ENGAGEMENT PLAYBOOK FOR MOBILE OPERATORSMAKING DATA PAY

Monetise every subscriber interaction with contextual real-time engagement

Contextual marketing is about UNDERSTANDINGWHO the subscriber is, WHERE they are,

WHAT they are doing, and what they are likely to do NEXT

COMBINING relevant subscriber information

with the REAL-TIME context

to deliver REAL-TIME personalised ENGAGEMENT

at THE RIGHT TIME, EVERY TIME.

Don’t just analyze.........Real-time Engagement builds and monetises relationships with subscribers,

nurtures subscriber communities, and shapes and empowers brand

ambassadors. Subscribers want to see, feel and really engage with brands.

They expect consistent and personalised experiences delivered wherever

and however they choose and they are disappointed by the continuing

flood of irrelevant communications they receive.

Mobile operators have a unique opportunity to maximise the engagement

potential from every touchpoint in their subscribers’ digital journey if they

could interact directly with their subscribers in real-time. This would enable

them to seek out key loyalty-boosting and revenue generating

opportunities. They are uniquely positioned to gauge context, and to

predict intent which in turn means that they can reach and influence

subscribers right at that decision making moment. But their traditional

campaign management solutions lack the automated real-time

engagement and predictive analysis requirements needed to drive

successful real-time engagement.

If your subscriber runs out of data, the time to send him or her a personalised offer is NOW, not in 2 weeks, 2 days or even 2 minutes.

Engage................Real-time Engagement means combining what operators know about their

subscribers with what those subscribers are doing in real-time to make the

right offer at the right time and location. If a subscriber runs out of data,

the time to send him or her a personalised offer is NOW, not in 2 weeks, 2

days or even 2 minutes.

Mobile operators want to deliver choice, flexibility and visibility to their

subscribers in order to stimulate mobile data usage, monetise subscriber

engagement and increase loyalty. They want to enable an immediate and

direct engagement with individual subscribers. They want and need to

establish a continuous two-way dialogue with their subscribers. But time

and again, their existing systems are limited and fail to provide the

flexibility, the ease of operation and the service velocity needed to execute

sophisticated real-time engagement.

With the right solution, operators can surprise and delight subscribers by

turning every real-time engagement opportunity into a lasting impression.

If your subscriber is thinking of churning, the time to engage is NOW, not in 2 weeks, 2 days or even 2 minutes.

Understanding the power of REAL-TIME engagementConversion rates are 10 times higher for individualised promotions and offers made in real time

Revenues are increased by ensuring promotions

and offers are personalised, timely and

relevant

Subscriber “happiness” is improved with real-time predictive product and service recommendations

Time to subscriber and time to revenue are significantly decreased

When subscriber engagement is personalised and targeted, brand perception is improved and churn

is reduced

TANGO TELECOM

REAL-TIME ENGAGEMENT

With Real-time Engagement, operators succeedand exceed their subscribers expectations.....

Successfully predicting and

preventing churn early

Increasing conversion rates and

accelerating usage and

spend

Decreasing the costs of

developing and launching new

promotions

Encouragingsubscribers to explore and adopt new

services and experiences

Surprising and delighting by turning every real-time engagement into a lasting impression

serve grow retainacquire

Decision to purchase

Onboarding

Customer ServiceInteractions

Devices/UpgradesChange of access/LTE/WiFi

Loyalty transaction

Social media

Adopt new services

Recharge/Billing

Automating engagement throughout the subscriber lifecycle from onboarding to loyalty and retention

Never again miss an opportunity to monetise

9 real-time engagement campaignsyou need to launch today!

OnboardingReal-time Engagement for Onboarding ensures a deeper

engagement with subscriber, enhancing your acquisition effort

from the start. In their first 90 days, over 35% of prepaid

subscribers churn. With Real-time Engagement, operators can

proactively reach out to their newest subscribers with highly

targeted real-time welcome plans.

Operators can engage with individual subscribers at key

opportunities during this initial 90 day period and encourage

them to recharge, to try additional services and experiences, and

to secure loyalty.

Sample offers/incentives:

• discounted 1st and 2nd recharges – 20% off

• earn bonus loyalty points for 3rd recharge

• earn bonus data towards favourite activity - free data for Facebook when you purchase 4GB

• migrate to a new and more suitable plan without penalties in the first 90 days

Analyse

Automatically identify the newest subscribers when they reach certain balance or usage thresholds or engage during a certain activity – all in real-time Engage

Immediately engage with subscribers by sending highly persuasive and targeted offers and incentives

Measure

Reduce prepaid churn, increase prepaid subscriber loyalty, boost prepaid ARPUs, increase new service adoption

UpliftingReal-time Engagement for Uplifting enables operators to cost-

effectively maximize the value of their existing subscribers.

Normally, a typical subscriber will increase his usage when he has

recharged his balance but as he gets closer to his limit, he will slow

down and limit his usage.

Real-time Engagement identifies when the subscriber slows down

his usage and pushes a personalised and persuasive offer to him.

This will encourage the subscriber to recharge his balance and to

begin using his phone freely again, boosting revenues for the

operator.

Sample offers/incentives:

• discounted recharges – 20% off

• earn bonus loyalty points by recharging now

• earn bonus data by recharging now – 4GB for the price of 2GB

• offer a flat rate for access to favourite apps -

Analyse

Automatically identify subscribers when they reach certain balance and usage thresholds in real-time

Engage

Immediately engage with subscribers by sending highly persuasive and targeted uplifting offers

Measure

Reduce churn, increase subscriber loyalty and boost revenues

Churn ReductionReal-time Engagement for Churn Reduction enables operators to

identify and score subscribers based on their estimated potential

to churn and offer them targeted incentives based in their score,

on their individual profiles and on their real-time contexts.

By combining real-time engagement with established customer

retention strategies, operators treat each subscriber as an

individual and engage at exactly the right time to ensure

maximum impact. By sending personalised real-time offers

tailored to individual contexts, operators speak directly to their

subscribers, address their needs and keep them loyal and happy.

Sample offers/incentives:

• personalised device upgrade offers

• migrate to a new and more suitable plan without penalties or contract extensions or offer try and buys of new services

• earn bonus loyalty points to spend on shopping/dining/travel based on preferences, location and demographics

Analyse

Identify subscribers at risk of churn based on their silence or real-time actions

Engage

Immediately engage and incentivise at-risk subscribers by presenting highly persuasive and targeted retention offers

Measure

Reduce churn, reduce onboarding costs, increase usage, increase subscriber loyalty, increase new service adoption

Silent RoamerReal-time Engagement for Silent Roamers enables mobile

operators to identify and encourage silent roamers to use data

with attractive and well-timed roaming plans and promotions, all

in real-time.

The solution includes advanced features such as black and white-

listing, black-out periods and control over number of messages

received by any individual subscriber.

Sample offers/incentives:

• discounted roaming rates for favourite destinations

• accumulate bonus data to use at home – for every 2GB of roaming data purchased, earn 1GB to use at home

Analyse

Identify 100% of silent and low usage roamers in real-time

Engage

Engage with roamers at key selling points with triggered location-aware lower priced incentives to promote usage

Measure

Increase roaming revenues, roaming data usage. Improve subscriber quality of experience

LoyaltyReal-time Engagement for Loyalty enables mobile operators to

identify and reward high value subscribers by providing offers and

experiences based on their individual profiles, past behaviours

and real-time contexts. This means operators can easily prioritise

subscriber segments that matter the most.

Sample offers/incentives:

• personalised device upgrade offers

• migrate to a new and more suitable plan without penalties or contract extensions or offer try and buys of new services

• earn bonus loyalty points to spend on shopping/dining/travel based on preferences

• try and buy for new services and experiences

• instant win – recharge now and win a prize

• surprise & delight – an out of the blue reward based on a real-time context

Analyse

Identify the segment of “one” by matching personalised offers to individual subscribers their real-time actions

Engage

Immediately engage with subscribers by sending highly persuasive and targeted retention offers

Measure

Reduce churn, increase subscriber loyalty, increase revenues

Postpaid lifecycle valueReal-time Engagement for Postpaid subscribers ensures that

mobile operators maximise the revenue potential from their

postpaid subscriber base. By leveraging the numerous trigger

points through the postpaid subscriber lifecycle, mobile operators

create a continuous two-way dialogue with their most valuable

subscribers. By proactively engaging with subscribers, operators

can recognise and adapt to their needs and learn what makes

them happy and not so happy with real-time insights which can be

fed into future campaigns, further increasing marketing

effectiveness.

Sample offers/incentives:

• access Youtube and immediately receive a 30 minute video streaming offer

• offer a shared data plan immediately when subscriber buys a second device

Analyse

Identify key moments in the postpaid subscriber lifecycle in real-time

Engage

Create micro-campaigns to offer extremely targeted and relevant offers

Measure

Increase revenues, increase usage, improve subscriber quality of experience

Sponsored DataReal-time Engagement for Sponsored Data enables mobile

operators to identify and reward subscribers based on their

individual profiles, preferences and real-time actions.

Subscribers are offered highly targeted free data rewards

matching their needs and preferences. Operators benefit from

increased data usage as subscriber consume offers from brands

and receive data access to relevant apps and content as a reward.

Revenues are increased from partnerships with brands which

could include a revenue sharing strategy. Finally loyalty is

increased by offering more choice and providing subscribers with

free data rewards from their online activity.

Sample offers/incentives:

• sign-up for trials and newsletters and get data rewards

• buy from online retailers and receive data rewards

• accumulate points towards a new device upgrade

Analyse

Identify subscribers based on their real-time actions

Engage

Immediately engage with subscribers by sending highly persuasive and targeted offers for relevant brands

Measure

Reduce churn, increase subscriber loyalty, increase usage and open a new revenue source from brands

Brand AmbassadorsReal-time Engagement for Brand Ambassadors enables mobile

operators to identify key influential subscribers and turn then into

brand ambassadors. Viral marketing works and when a friend

recommends, we listen.

In order to gain their attention, operators can engage with key

influential subscribers proactively and personally and empower

those subscriber to go out and grow their sphere of influence.

Influencers can receive a status badge By launching a new product

or service with the influencer group, operators can see the

effectives of viral marketing in real-time by tracking who else takes

up the offer and their links back to the influencer circle.

Sample offers/incentives:

• reward key influencers based on their real-time actions

• reward key influencers based on offer uptake within their influencer circle

• test new services and offers within the influencer group first before launching to wider subscriber base

Analyse

Identify key influencers based on their real-time actions, interactions and their circle of influence

Engage

Immediately engage with influencers by sending highly persuasive and targeted incentives that they can share

Measure

Increase subscriber loyalty, increase usage, increase new service adoption, increase Net Promoter score

CollaborationReal-time Engagement for Collaboration enables mobile operators

to collaborate with OTT and App providers to identify and

incentivise subscribers in real-time as they access partner apps

and services.

Subscribers are sent highly targeted micro-offers that exactly

match their real-time needs and contexts. references. For

example with the subscriber opens Youtube, he receives an offer

for 30 minutes video streaming, or when he starts to download a

video, he receives a turbo-boost offer to download the video in 5

minutes instead of 30. Operators and App providers could also

reach out to gamers and offer in-app turbo-boosts to download

the latest version of games or new game packs.

Sample offers/incentives:

• open Youtube and get a 30 minute video streaming offer

• let your kids play games with time-based based offers that don’t affect your postpaid bill

Analyse

Identify subscribers in real-time as they access partner apps and detect the exact resources needed for their intended activity

Engage

Engage by sending highly targeted micro-offers for use with these partner apps – offering exactly the resources needed for a specific activity

Measure

Reduce churn, increase subscriber loyalty, increase usage and open a new revenue source from revenue sharing with OTT/ App providers

Real-time Engagement – Tango Telecom

The Tango Telecom Real-time Engagement solution is revolutionising how mobile operators engage with their subscribers. Our customers now interact in real-time with their subscribers at optimal upselling opportunities including reaching a low balance, trying to access a new service, arriving at a particular location and at times of high or low usage.

The results are amazing and far reaching: increased revenues, improved subscriber loyalty, more effective marketing. Our customers are experiencing up to 60% increased revenues, 6x increase in conversion rates and increases in market share and dramatic reductions in churn.

The Real-time Engagement solution ensures that the right offer always reaches the right subscriber at the right time – every time.

What Real-time Engagement means for you.....

• Industry leading and award-winning solution that recommends relevant data plans and services in immediate response to real-time subscriber actions, profile information and preferences ensuring the highest possible offer uptake

• Delivering an exceptional experience to subscribers by offering compelling, personalised experiences that speak directly to them

• Never again missing a key monetisation opportunity by automating engagement throughout the subscriber lifecycle from onboarding to loyalty and retention

• Ensuring the highest conversion rates by eliminating irrelevant communication

• Offering a superior on-device experience by allowing subscribers to control everything from their device in real-time from purchase and activation of new offers to updating preferences and account information

© 2016 Tango Telecom Ltd. This document may not be duplicated, in whole or in part, by any means whatsoever, without the prior written permission of Tango Telecom. The information contained in this document is confidential and is the valuable proprietary information of Tango Telecom Ltd. iAX™, Tango DRE™ and Making Data Pay™ are trademarks of Tango Telecom. All other trademarks are acknowledged as the property of their respective owners.

Contact us today at info@tangotelecom.com