IBM InterConnect 2013 Smarter Commerce Keynote: SingTel
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Yorgos MOSCHOVIS Head, Advanced Analytics Oct 13 Disclaimer: This material that follows is a presentation of general background information about SingTel’s activities current at the date of the presentation. The information contained in this document is intended only for use during the presentation and should not be disseminated or distributed to parties outside the presentation. It is information given in summary form and does not purport to be complete. It is not to be relied upon as advice to investors or potential investors and does not take into account the investment objectives, financial situation or needs of any particular investor. This material should be considered with professional advice when deciding if an investment is appropriate. SingTel accepts no liability whatsoever with respect to the use of this document or its content.
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http://ibm.com/interconnect Presentation by Yorgos Moschovis, Head, Advanced Analytics, SingTel
Transcript of IBM InterConnect 2013 Smarter Commerce Keynote: SingTel
Yorgos MOSCHOVIS
Head, Advanced Analytics
Oct 13
Disclaimer: This material that follows is a presentation of general background information about SingTel’s activities current at the date of the presentation. The information contained in this document is intended only for use during the presentation and should not be disseminated or distributed to parties outside the presentation. It is information given in summary form and does not purport to be complete. It is not to be relied upon as advice to investors or potential investors and does not take into account the investment objectives, financial situation or needs of any particular investor. This material should be considered with professional advice when deciding if an investment is appropriate. SingTel accepts no liability whatsoever with respect to the use of this document or its content.
SingTel Group at a Glance
All figures are as at 30 June 2013
477 million mobile
customers across Asia and Africa
SingTel Financials
Operating Revenue S$4.3 billion
EBITDA S$1.3 billion
Underlying Net Profit S$897 million
Net Profit S$1.0 billion
Free Cash Flow S$893 million
All figures are for the quarter ended 30 June 2013
Our Business Units: Group Consumer
#1 in
India #1 in
Thailand
#2 in the
Philippines
#1 in
Indonesia #2 in
Australia
#1 in
Singapore
Leading market positions in mobile
Comprehensive strategy to bundle apps, content, devices, price plans and customer experience
All figures are for the quarter ended 30 June 2013
Provide businesses with one-stop, end-to-end ICT solutions
Our Business Units: Group Enterprise
A network of offices in 40 cities across 22 countries
and territories
Over 325,000 business cloud users in Singapore
Extensive data infrastructure with 140 points of
presence worldwide
All figures are for the quarter ended 30 June 2013
Digital Marketing
Next Gen TV
Open Innovation Lifestyle and Hyperlocal
All figures are for the quarter ended 30 June 2013
Social Interaction
Our Business Units: Group Digital L!fe
GROUP CONSUMER
DEALING WITH
COMPLEXITY
All-around Challenges to
Analytical Process
01 // Marketing and IT roles have changed
02 // Marketing is now a lot more complicated
03 // How are we making sense of complexity?
Good guy Bad guy Marketing IT
British Suave Savvy
Elegant
Russian
Expressionless Predictable
Ordinary-looking
Marketing
Profile
Marketing
Profile
British Male Savvy
Elegant
Marketing
Profile Russian Female
Intelligent Mean-looking
Marketing
Profile
Good Guy Bad Guy Marketing & Analytics IT & Security
British Male
Elegant TECH-Savvy!
Marketing
Profile Not Russian
Female Intelligent
GOOD looking
Marketing
Profile
Good Guy Bad Guy Marketing, Analytics, Business Intelligence IT, Security, Business Intelligence
CTO and CMO Should walk side by side And drag everyone else With them
In a complex world, it is now more challenging to figure out what will work and what will not
01 // Marketing and IT roles have changed
02 // Marketing is now a lot more complicated
03 // How are we making sense of complexity?
Data complexity in Telecommunications
Data from the old-fashioned Carriage business
• Post-paid, Pre-Paid
• National telephony
Data from data-related services
• Fixed Broadband
• TV
Internet- and App-related data
• Web browsing/ Media-TV browsing
• E-Commerce transactions
• Mobile Application usage
Mostly 1 Consumer
Multiple Consumers Multiple Locations
Multiple Consumers One location
Complexity means a wider perspective for CMOs
How are you ‘connected’?
• Type of mobile phone (e.g. Smartphone, Feature phone, 2G)
• Type of network connection (e.g. fixed broadband, WiFi)
What is our commercial relationship?
• Mobile price plans
• Fixed connections price plans
• Discounts and Rewards
How are we communicating?
• Own channels: Shops, Contact Centre
• Partner channels: 711, …
• Social media: Facebook, …
01 // Marketing and IT roles have changed
02 // Marketing is now a lot more complicated
03 // How are we making sense of complexity?
Vendors should constantly ask yourselves: What will create value for an organization?
What is the topic? Who is involved? What should I be concerned
about?
Insight/ Algorithm
Pure Analysts Could be divorced from customer contact
“Developing” campaigns
Marketing people or Analysts
Campaign mgmt may be in the wrong hands
Data and/or management
Only IT If Mktg not involved, difficult to create a business case
Big Data Anybody If the CEO or CIO not involved, this may be just an education session
Despite change, Analytical Marketing remains a business around Data & Infra, People & Process, Change
Customer Contact & Experience =
‘Right Offer, Right Packaging, Right Time’
Campaign and Offer
Mgmt
Customer Experience
(in- and out-bound)
Analytics = ‘Right Customer, Right Offer’
Modelling & Optimisation
Validation & reporting
Data and data management
Structured
(EDW)
Unstructured
(network & web)
Business Intelligence & Analytics
If the analytical marketing chain is designed well, it can offer tremendous agility in decision-making
Goals
IDEA!
Assess
Validate
Execute
Monitor
Report
Evaluate
I have a fresh idea!
If the analytical marketing chain is designed well, it can offer tremendous agility in decision-making
Goals
IDEA!
Assess
Validate
Execute
Monitor
Report
Evaluate
Reset
expectations
If the analytical marketing chain is designed well, it can offer tremendous agility in decision-making
Goals
IDEA!
Assess
Validate
Execute
Monitor
Report
Evaluate
I may have misjudged benefits
1-to-1
Marketing
Applied Analytics Predictive Analytics
Descriptive Analytics
Business Intelligence
hardware
software
middleware
big data
Analytical
Marketing
Database
Marketing
Contextual
Marketing
Relationship
Marketing Master Data Mgmt
Privacy
Marketing is concerned with every part of the analytical chain and how it affects Customers
Goals
IDEA!
Assess
Validate
Execute
Monitor
Report
Evaluate
Number of Marketing initiatives
~5,000
Number of Leads distributed ~100 m
Number of Up-Sell initiatives ~1,000
~5,000
~100 m
~1,000
Disclaimer: This material that follows is a presentation of general background information about SingTel’s activities current at the date of the presentation. The information contained in this document is intended only for use during the presentation and
should not be disseminated or distributed to parties outside the presentation. It is information given in summary form and does not purport to be complete. It is not to be relied upon as advice to investors or potential investors and does not take into
account the investment objectives, financial situation or needs of any particular investor. This material should be considered with professional advice when deciding if an investment is appropriate.
