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The traditional outlook of firms creating value and then exchanging this value with consumers is changing. The modern firm now needs to look at co-creating value with the customer. The presentation is a snapshot of the impact of N=1, R=G analytics concept in the telecom sector and proposes an architecture to support the evolving business models
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LOGO
MGP601 – Project Work
N=1, R=G Analytics Framework
Suneet Deshmukh
June 2009
Agenda
Is there a problem?
Telecom in India
Scope of analytics to India telecom
Why N=1, R=G Analytics?
Framework for N=1, R=G analytics
Key Challenges
Is there a problem?
Telecom – a high growth sector in India
High competition in each circle. Low switching costs with the introduction on MNP
Subscriber additions to stagnate in a few years
Next big revenue driver??
Customer centricity essential
Telecom in India
Fastest growing market - projected to become the second largest telecom market globally by 2010
Revenues around $40bn
MVAS market around $2bn
Telecom in India
Significant investments in telecom
High competition. Low switching costs with MNP
Regulatory framework – TRAI, DoT, TDSAT
3G coming to India!
Telecom in India
33%
24%
16%
15%
6%
4% 1% 1%
Total GSM Subscriber Figures - Mar 2009
1 Bharti Airtel
2 Vodafone Essar
3 BSNL
4 IDEA
5 Aircel
6 Reliance Telecom
8 MTNL
9 BPL
Scope of analytics for Indian Telecom
Rural Market
► Low reach
► Demand for 3G
► Deployment of 3G
► Government incentives
Urban Market
► High population density
► High penetration levels
► Increased acceptance of 3G
► Higher ARPU
Indian Telecom Market
Educating farmers for best development practices
Regional language content
M-commerce, health care, information and location
based services
Scope of analytics for Indian Telecom
Selling and procurement information
Locally relevant information
Reduce trips and maintain relationships with distributors
Best transport and distributionBest markets
Other servicesBest education practices
Rural Applications
Indian Telecom Market - Applications
Banking, interactive shopping, ticket booking, brokerage
Video surveillance, control of household devices
Location info, maps
Scope of analytics for Indian Telecom
MMS/Video telephony
Games. Audio/video clips
Search engine
Personal organizer, video conferencing, corporate
directory
Portal and officeCommunication and entertainment
Mobile servicesM-commerce
Urban Applications
Indian Telecom Market - Applications
Scope of analytics for Indian Telecom
Customer Analytics Segmentation, loyalty, cr
oss sell, retention
Market Analytics Sales
performance, competitor analysis, Promotion campaign analysis
Supply chain Analytics Supply-demand, strategic
sourcing, regulatory
Price Analytics Cross elasticity
modeling, cannibalization analysis, pricing simulation, what-if modeling
Product/Service Analytics Category
performance, fraud analysis, inventory analysis, discount and promotion analysis
Why N=1, R=G Analytics?
Value will increasingly be co-created by consumers
No single firm has the knowledge, skills or resources required to co-create value with consumers
Bottom up approach
N=1, R=G Analytics ICT framework
Consumers
Network Operators
Collaborators
Handset Manufacturers
Content Developers
Network OEM’s
Analytics Framework Telecom App’s
Analytics Framework Telecom App’s
Inputs Primary Surveys/direct
questionnaires
Usage related parameters
Capability Operator needs to build
up a profile of the user
Continuous update to SRF
Decides on what services and what price
Outputs
Modeling - Predictive modeling, filtering new initiatives, reaction to initiatives
Marketing - Targeting and feedback
Driving Innovation -Capturing needs into meaningful apps
Analytics Framework Telecom App’s
Usage Related Parameters
Mode of bill payment
Location of calling- travelling?
Time of calling
Call durations of freq.
called numbers
High called numbers
The region he calls to
The region he calls from
Reaction to service upgrades
Customer service interaction
Timeliness of bill payment
Analytics Framework Telecom App’s
Video/Audio
Sharing
3G Applications
Social
Networking
Online
Multiplayer
Games
Mobile TV
Video streaming
Video
conferencing
Mobile
Broadband
Talk and Web
box
Web portal
Search engines
Maps
CommunityPlace Shifting
ServiceInternet Access Web Browsing
Blogging
Analytics Framework Telecom App’s
Video/Audio Sharing Flexible slabs of upload
size
A per MB tariff over and above that which is present in the slabs
Roaming services with guaranteed QoS
Tie-ups with youTube, flickr, slideshare
Mobile Broadband Flexible slabs of
download size
Flexible slabs of times of download
Flexible slabs of times of download
A per MB tariff
Roaming services and assured QoS
3G Applications using N=1
Analytics Framework Telecom App’s
Mobile TV Flexible slabs of upload
size
Flexible slabs of periods of high usage, eg. IPL season
Roaming services with guaranteed QoS
Online multiplayer games Favourite games from a vast
selection
Special rates for gaming between select users
Tie ups with online gaming portals like miniclip etc.
3G Applications using N=1
Mobile maps and yellow pages Local traffic and weather conditions
Local maps and train connections, Navigation
Nearby restaurants, ATM’s, movies, etc.
Challenges in Implementation
Security and privacy concerns of the consumers
Limited customizable applications
Understanding needs – ICT challenge too
Changing mindset of users
It will be extremely difficult for an operator to survive the current competitive telecom landscape without being close to
the customer
LOGO
Suneet Deshmukh