Benefits of Location-based Analysis for Telecoms
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Transcript of Benefits of Location-based Analysis for Telecoms
The emergence of OTTs has resulted in price and product erosion, impacting both revenues and margins. Unfortunately, the response from the industry has been too slow.
“Operators have lost control of consumer spend. The real control now is with app stores and device players”
Disruptive competition
is main concern for Telecom executives
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Disruptive competition
Uncertain regulatory environment
Lack of organizational agility
Lack of return on investmentChanging customer needs
and attitudesShortening technology cycles
Poor ecosystems relationships
Poor rates of innovation
Global economic uncertainty
Other
Source: Global telecommunications study: navigating the road to 2020; Ernst & Young, 2015
82% of Telecom’s top executives emphasise ccuussttoommeerr eexxppeerriieennccee as top three strategic priorities, followed by bbuussiinneessss eeffffiicciieennccyy, and nneettwwoorrkk iimmpprroovveemmeennttss.
“If you are customer-centric and provide value, keep your customers happy and anticipate their future needs, you will thrive. If you can’t do that, you will become a dumb, wholesale connectivity provider.”
Improved service quality
is seen as critical lever to respond to competition
68%Operators that view customer
experience as their number one
strategic priority
Source: Global telecommunications study: navigating the road to 2020; Ernst & Young, 2015
Networks generate vast
amount of dataIt’s time to
benefit from it by
Making investment decisions that iinnccrreeaassee ccuussttoommeerr ssaattiissffaaccttiioonn
Offering services according to the ppeerrssoonnaall nneeeeddss ooff yyoouurr ccuussttoommeerrss
Promoting new services only to the cclliieennttss wwhhoo nneeeedd tthheemm
Monetizing your knowledge helping to create ssmmaarrtteerr aanndd ssaaffeerr ppuubblliicc eennvviirroonnmmeennttss
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Turning data into knowledge
Linking together four types of data – locations, customer profiles, network quality, and service consumption – and presenting it on easily perceptible user interface supports Telecoms with actionable insights.
Usage & network quality
MMiissssiinngg lliinnkk ttoo ccuussttoommeerr ggrroouuppss
Customers locationsDDaattaa hhaass aallwwaayyss bbeeeenn aavvaaiillaabbllee bbuutt rraarreellyy ccoolllleecctteedd oorr aannaallyysseedd
Customer profilesNNoo kknnoowwlleeddggee aabboouutt
ccuussttoommeerrss’’ bbeehhaavviioouurr ppaatttteerrnnss
Customer data
(CRM/DWH)
Network statistics
(OSS/ENIQ)
Passive customer locations
(MPS)
SSuurrggiiccaall pprreecciissiioonn--ttaarrggeetteedd mmaarrkkeettiinngg campaigns with higher conversion rate
RReevveennuuee--bbaasseedd iinnvveessttmmeenntt ddeecciissiioonnss in network modernisation/repair
HHiigghheerr aaccccuurraaccyy in site/target group selection for launching new services (SmartHome, IoT, 5G etc.)
NNeeww rreevveennuuee ssoouurrcceess (Civil Warning System, studies/research/analysis, advertising etc.)
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AAggiillee mmaarrkkeett aaddooppttiioonn//pprrooffiittaabbiilliittyy testing of new services 5 “Personalised service experience, customer
behaviour-based investment decisions, shorter time-to-market with new services.”
Business benefitsfrom Location-based Analytics Customer
data(CRM/DWH)
Network statistics
(OSS/ENIQ)
Passive customer locations
(MPS)
Client: European Telecom operatorProblem: Most lucrative clients experience no coverage of mobile
broadband. Where?Action: Applying Demograft location-based analysis to detect sites
that should be upgraded first to address maximum number of lucrative customers with minimum investment
Result: Better customer experience together with 36% higher ROI
Turn improved customer
experience into your profit
Optimised site selection for
network improvements
Increase of ROI36% –
Client: Telecom operating in several countries in EU and outsideProblem: LTE is ready for launch but not promoted as the coverage of
45% of population was judged to be not sufficientAction: Demograft identified that 8% of the clients spend more than 17
hours per day in good LTE coverage. Operator launched targeted telemarketing campaign (goal 15% conversion rate)
Result: Most successful campaign ever achieving 15% conversion rate, 67% shorter time-to-market
Market services immediately
and to the right customers
Shorter time-to-market
period of LTE service
– 67%
Decrease in time-to-
market
Invaluable25%
90%
Save lives locating and informing people in danger
Make cities truly Smart providing decision-makers with knowledge
Meticulous advertising services –better than Google
New services: as social benefit
or for a fee
Our solution helps to save lives in Europe and Middle East; provides cities with sophisticated input for managing urban space in South America; and has proven itself as effective advertising platform in North America.
Tangible benefits around the world
90,000 lives saved
Every 4th
SMS generates
sales
9X higher benefit-cost
ratio
Our principlesSecure, private, fast… very fast
Security Privacy Agility
ID’s are separated and encrypted
Aggregated and anonymous reports
All queries are rounded
Secure and auditable logging
Re-identification not possible
No results below minimum query limit
Opt-in/opt-out functionality
Exclusion of VIP’s
Query response within 1-5 seconds
Decisions-making in minutes based on right data
Deployment in 1 month
Payback in 3 months
PPrrooffiilleess eennttiirree ssuubbssccrriibbeerr bbaassee conditional to the movement patterns of people
SSoollvveess cchhaalllleennggeess of Telecom operators prioritized by CMOs and CTOs
TTrruusstteedd pprroocceessssiinngg aallggoorriitthhmmss from the Fraunhofer, MIT and Tartu University
2255 TTeelleeccoomm ccuussttoommeerrss around the world with combined subscriber base 343 million
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WWiinnnneerr ooff GGSSMMAA AApppplliiccaattiioonn AAwwaarrdd in Best Technology category in Barcelona 20145 Finding target segments that other
methods cannot deliver…
Facts about Demograft25 years in location-based analysis
Want to know more?The way to reach us
Riia 24, 51010 Tartu, Estonia
+33 7 82 46 99 81
www.demograft.com