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.

1. Full Strike – using your data to hit
targeting, proposition and strategic
initiatives with one shot
Amit Daniel, EVP Marketing & BD
© 2013 – PROPRIETARY AND CONFIDENTIAL INFORMATION OF CVIDYA

2. The Williams Family
2

3. Profession
Runs his own SME
George
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
3
Devices
laptop, 2 tablets, Galaxy S3
(paid for by the employer)
Naomi
Profession
EVP Marketing
Patterns
Voice, SMS, Roaming, WhatsApp,
Skype
Hobbies
Reading, movies, traveling
and watching specific series on TV….

4. 14
Stella
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)
4
11
Jack
Devices - iPhone 4S
Plan - bundle of unlimited
SMS and Voice, 500MB data
Patterns - WhatsApp,
Facebook
Habits - tennis, basketball,
action movies
6
Jane
Device - feature phone
Plan - prepaid Voice only

5. •
•
•
•
•
•
•
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
Characterizes
Them
5

6. Let’s Connect Back to
The Provider…
Insights
 Correlation, relationships, patterns,
habits
–
Data Available
XDRs, customer details, device,
location, account number, point of
sale, revenues…..
6
–
–
–
Needs and communication habits as a
group and as individuals
Patterns of use - profile enrichment
Influencers
Correlations - Friends/family
members/SMEs

7. Analytics is Crucial for Mobile Data Pricing
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
7

8. 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)
8

9. Opportunity loss potential
of 230B USD in 2013-2015
Improve
CLTV
Manage the
OTT challenge
Maximize returns
from LTE
Investments
9
Underpin
Advanced
Segmentation
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

10. CMOs’ Challenges
Monetize the vast amount of available customer
data, across silos and departments
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
Quickly and effectively launch new products,
tailored to customers’ needs and preferences
Re-structure the product catalog, to align with
latest market changes
10

11. European Telecom Revenues are Decreasing
Source: Arthur D. Little, Exane BNP Paribas
Note: Countries covered: Germany, France, UK, Italy, Spain, Netherlands, Belgium, Portugal
11

12. Monetizing Mobile Data
Source: ARCEP, Arthur D. Little analysis
12

13. Tablets Trigger Strong Data Consumption
Source: userADgents, Zenith Optimedia, operators,
Arthur D. Little analysis
13
Note: 75: of tablets sales would be connected in 2015

14. Accelerate Data Penetration &
Maximize Data Revenue
14

15. Identify Best Candidates for Data Propositions
Find sophisticated combinations of customer profile, device, and usage attributes, which identify customers:
1
2
Who have the highest likelihood for:
3
Whose usage/ ARPU are likely to be
impacted most positively by:
Whose ARPU is least likely to be
cannibalized by:
Starting to use data
services steadily
Upgrading to a more
advanced device
Increasing volume
of data usage
Upgrading data bundle
 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%.
15

16. Leverage Customer Relations & Influence
1
Reveal related customer groups
(families, small businesses), of
which all/most members use
data services regularly
2
3
Find customers who frequently
share their data allowance with
additional devices via tethering
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
16
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)

17. Service-Based Data
Propositions & 3rd-Party Data Monetization
17

18. Service-Based Data Propositions
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
1
2
3
Customers/ customer
groups with highvolume of Facebook/
Twitter usage
Customers who are
frequently using video
streaming/ gaming
Customers with highvolume of sports/
music streaming
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
18
4
5
Customers frequently
using VoIP on their
mobile
Customers constantly
using data services on
an older-generation
device
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

19. 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
Sell device manufacturers
statistic data of how their devices
are used / Sell app. developers
aggregated profiling of their app.
users
19
Partner with mobile apps. vendors
to sell combined bundles - (data
volume + apps.) or (device + apps.)
- and split the profits
Offer the most popular mobile
apps. for free, as a loyalty offer
- Get special volume discount
from the application vendor

20. 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
20

21. What You Should Know - cVidya
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
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22. Turning your DATA
into VALUE
22

23. cVidya Enrich™ - Product Modules
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
Service-Based
Data Offers &
Third-Party
Monetization
Strategize LTE
Migration
Optimize Price
Plan Mgmt.
Improve
Customer
Retention
Improve
Customer
Acquisition
Optimize
Pre-paid to
Post-paid
Migration
Optimize
Roaming
Proposition
Advanced Data Analysis - Influencers/ Customer Groups (families, small businesses)
Cross-business KPIs - 360° Executive View
An included set of always-relevant data analytics
23
Analysis Sandbox
Create your own analytical views

24. THANK YOU!
www.cvidya.com