1. MANAGING A MULTI-
COUNTRY TELCO USING
QLIK®
Mats Carrgard
SVP Business Performance
Virgin Mobile Middle East &Africa

2. 2

3. WHO ARE WE?
South Africa
Oman
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•
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Malaysia
Saudi Arabia
Virgin Mobile Middle East & Africa (VMMEA) is an MVNO with operations in 5 countries in
Middle East, Africa and South-East Asia
 MVNO - Mobile operator without own network
 Founded in Dubai in 2006 as FRiENDi GROUP, became part of
the Virgin group of companies in 2012
 Two brands, Virgin Mobile and FRiENDi mobile
 Provides prepaid and postpaid mobile services to target
market segments
 Critical success factors to be efficient and make best use of
data and customer insights
 Business handles >1B transactions a month
UAE (HQ)

4. 4
3 YEARS WITH QLIK® PRODUCTS
2014 2015 2016 2017
QlikView® POC
First deployments
Additional sites
Centralized HQ Server
Group KPI reporting
First Qlik Sense®
deployment
Full Qlik Sense® roll-out
VMMEA is now on the third year of rolling out Qlik® products across the
organization

5. THE PROJECT SCOPE
Create a unified Business
Intelligence environment to
serve all business functions
Management KPI
Reporting
Financial Reports &
Budgeting Support
Product Analysis &
Profitability
Traffic Volumes,
Revenues & Margins
Sales Reporting (Internal
& External)
Operational Reports
(Logistics, etc.)
Consolidated Group
Reports
Customer Base &
Movements
The scope for the deployment spans all company functions

6. 6
THE DELIVERY
 Summary KPI Dashboards (local/ group)
 Subscriber-level analysis apps
 Ad-hoc reporting tools
 Daily/hourly email reports
 Embedded charts & tables
 Attachments with more detail
 Weekly management slides
Standardized KPI dashboards, accompanied by basic ‘interactive reports’
and extensive automated email reports
The business is now fully ‘addicted’ to the BI reports, and the output is
used for every aspect of our business
+

7. Special-purpose
applications
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KEY QLIK APPLICATIONS
Traffic Volume &
Revenue
Customer
Lifecycle
Daily KPI
Dashboard
A set of core QlikView® applications developed to cover the end-to-end scope
Special-purpose
applications
 Highly aggregated
 360-degree view of the business
 Standard app between group and
local operations
 Powers the standard Daily KPI emails
 Customer-level aggregate of billing
records (CDRs)
 Customer usage (voice/data, etc.)
 Traffic cost/margin calculated in
transformation script
 Profitability/product analysis and
financial reporting
 Detailed customer-level view of
activations, base performance and
sales performance
 Base activity, ARPU, lifetime value
 Internal and external sales reporting
 Smaller applications with data for
smaller audiences or specific data sets
 Sales commissions, data bundle usage

8. 8
SAMPLE DASHBOARDS AND REPORTS
Example of Daily KPI Dashboard Example of Daily KPI Email

9. 9
AND THE WINNER IS…
Example of Custom Report Builder
Giving business users access to all our data in a controlled manner has
been a big win, even if it is not ‘guided analytics’

10. 10
MAIN ACHIEVEMENTS AND TO-DOS
Business user access to all
data
Rapid application
development
Powerful ad-hoc
analysis
Unified data models across group
analytics
Automated KPI reporting
What was achieved: What was not (yet) achieved:
Full scope of analysis done
inside Qlik® environment
Self-service analytics
Full standardization of apps
across the group
Intelligent alerts for key
business events

11. REGIONAL ARCHITECTURE
Data Models
Dashboards & Reports
DWH
5 x Local Country Setups
Data Models
Dashboards & Reports
HQ Server in Dubai
Daily FTP Push
Each operation has its own data warehouse and Qlik® setup, and is daily
pushing aggregated summary data to the central group server
 QlikView® Small
Business Servers
 15-25 licensed
users/server
 Standard hardware
 CPU 10-20 cores
 RAM 64-256GB

12. 12
A MULTI-STEP DATA PROCESS
Source system data sources (CSV)
Data warehouse processing (ETL)
QlikView® data extraction (QVD)
QlikView® data transformation (QVD)
QlikView®, Qlik Sense® & Qlik NPrinting®
reports and dashboards
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2
3
4
5
Exports of data from source systems
Processing of fact and aggregate data
tables
Extraction of ‘raw’ QlikView® QVD files
Data enrichment, joins and further
aggregation of QVD files
Publishing of user-facing applications on
local servers
Consolidated group summary reports6
Group KPI reports based on aggregated
data

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KEY LEARNINGS
First launch of the
Qlik Projects (1 site)
5x the data volume,
5x the number of
deployments
The initial setup has matured, but with increased volume and adoption comes
increased pressure on the environment and development process
 Easy Prototyping ≠ Enterprise Development
 The reference architecture from Qlik is there for a
reason
 While QlikView® can handle extensive
transformations, some jobs belong in the data
warehouse
 Optimizing data models and application code
should be done upfront
 Monitoring and managing data quality and
application performance is crucial
 Managing user requirements and front-end with a
small team is challenging

14. 14
A NEW DEVELOPMENT APPROACH
>80%
 Standardized data models
 Standardized Qlik® scripts
 Standardized user-facing applications
In order to achieve both growth in the environment and applications while keeping
the team small, a new development approach is required
 Documentation & KPI definitions
 Centrally managed development and support

15. 15
QLIK SENSE® DEVELOPMENT
For user-facing applications, Qlik Sense® is now used to deliver the next generation
of dashboards and reports
Self-Service BI
 Replacing/complementing the ‘Report
Builder’ interfaces
 Easier for user to develop own reports
 Master library of dimensions and measures
 Collaboration tools between teams
New design/features
 Cleaner and more modern look-and-feel
 Extensions and user community
 Mash-ups (integration with other business
applications)
The new development projects will enable more/better analytics while being easier
to manage

16. 16
QLIK SENSE® APP DEMOS
The new Qlik Sense® applications are developed to answer a wide variety of user questions in a
flexible manner
Sales Channel Performance Customer Base Performance
 Overall business performance is heavily
dependent on sales channel performance
 App is designed to give a multi-perspective
view of activations, distributor/dealer
performance and cost of sales
 In the prepaid telecoms world, we often do
not know who our customer is
 However, we know how they use our products
on a very detailed level
 The base is segmented based on usage
behavior along with channel and
demographics where available
Sales App
Thumbnail
Customer Base
App Thumbnail

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SUMMARY & CONCLUSIONS
Adopting Qlik® has given Virgin Mobile MEA a solid platform to deliver business intelligence
applications in a comprehensive yet agile manner
 Bringing business data to users in a rich and
automated manner
 Connecting all kinds of business decision to the
related data
 Enabling a (very) small team of BI developers to
deliver and maintain the platform
 Providing a platform for growth of the data
function inside the business

18. THANK YOU!
Mats Carrgard
Senior Vice President, Business Performance
Virgin Mobile Middle East & Africa
mc@virginmobilemea.com
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