Customer expectation for connection speed and

quality is at an all-time high

Extreme competitive pressures are reducing

ARPU…whilst the cost to serve is growing

Organic customer base growth is slowing,

shifting the focus towards being a customer-

centric & value-led business

Offer diversity has created a wider value skew of

the customer base, requiring a de-averaged

approach to customer treatments

New revenue streams are required in order to

maintain a profitable relationship with your

customers

Customer Value Management CVM

Solutions & Services

Why BLS ?

Solution designed exclusively for the Telco environment, means fast and easy to

deploy

Over 16 years BLS has built partnership relationships with 20+ Tier 1 to Tier 3

Telecommunications Operators in varying markets around the world.

The only Telco dedicated vendor with the experience & best of breed capability

to fully join together the domains of Data Management, Insight/Analytics,

Contextual BTL Campaigns & Loyalty Programmes

Empowering Base Management teams to deliver a competitive advantage

through our technology.

Easily extendable and scalable solution minimising TCO for an evolving and

expandable need

An extensive track record of integrating to a very broad range of industry

platforms.

InTelestage™ Customer Value Management Solutions

Campaign Management System

Individual Contextual Decisioning Platform

Individual Customer Loyalty Platform

Individual Mobile Coupon Platform

Insight & Analytics Platform

BLS’s Global Footprint

>20 CSPs have chosen BLS as their Data Driven Marketing Partner

Communication Service Provider Benefits

Increased Customer Engagement, Satisfaction & NPS Offers can be well tailored for high suitability to the customer needs. Offer presentation made

in-context with the customer sentiment & interaction type adds significant value to each

customer engagement with your staff

Incremental Revenue Generation Offers presented on Inbound Channels can be up to 4x more effective than on outbound

channels

Increased Customer Lifetime Value In prepay markets, use automated channels like USSD, IVR & Mobile Apps to turn inbound

offers into a Value Added Service stimulating increased share of wallet

Stimulate Loyalty and Reduce Churn Design offers that take into account a customers redemption choices from your Loyalty

Programme…know what’s important to them. 3 Offer levels mean that higher value offers can

always be available to increase customer ‘saves’

Leverage Brand Affinity Integrate Inbound Offer Manager with InTelestage™ i-MCP to offer customers more than your

own products and services. Mobile Coupons will associate loyalty to your brand with other

preferences in their lifestyle

BLS advice:The ‘Volume to Value’ Strategic Transformation

Telco Operators globally have shifted their strategic focus from acquisition-led subscriber growth

to increasing subscriber revenue, improving customer experience, reducing churn, and ultimately

driving higher Customer Lifetime Value (CLV)

•Focus on Net-adds to drive revenue growth

•Market becomes SIM Saturated

•New Customers have low profitability due to subsidisation

•High but unfocused investment in churn prevention

Acquisition-Led Growth

•Campaigns & Promotions can be automated but are executed in batch and are generic, 1:all or 1:many offers

•Unsophisticated measurement hides revenue cannibalisation

•KPIs don’t respond as expected

Transition Phase • Requires more sophisticated

tools that will maximise the value under the curve

• Campaigns are higher in volume, but are specifically targeted.

• 1:very few in batch mode or event-triggered individual personalised offers

• Offers focus on the generation of incremental value

• Churn prevention focuses on keeping profitable customers

Data-Driven Marketing

Campaign Automation

Precision Marketing

Budget Process

CVM’s Incremental Contribution

Targets

A • Link to

Marketing Calendar

• Breakdown of Revenue

Q • Detail

campaigns & targets per Revenue Stream

• Reporting

M W

Strategic Planning Operational Execution

o Chief Commercial Officer

o Head of Planning

o Head of CVM

o Finance

o Chief Commercial Officer

o Head of Financial Planning

o Head of CVM

o Product/Segment Heads

o P&L Owners

o Head of Brand & Advertising

o Chief Commercial Officer

o Head of Financial Planning

o Head of CVM

o Product/Segment Heads

o P&L Owners

o Finance Income Control

o Head of Financial Planning

o Head of CVM

o Product/Segment Heads

o P&L Owners

+ +

Campaign Business Case

Approval

Campaign Design

Sign-off

Configure, Test, Communicate,

Execute

Reporting & Performance

Review

BLS Proposal: Outsourced CVM Programme Resourcing A Best-Practice CVM Program Applies a Governance Model that Links

CVM Activities to Commercial and Strategic Objectives as well as the

Marketing Calendar

- 8 -

+

BLS Commercial Model Options

Capacity-based, Pay-as-you-grow

Right-To-Use Software License Options:

Paid as 1-time license fee (CAPEX)

Paid as monthly instalments (OPEX/SaaS)

Integration Fees Options:

Paid as 1-time license fee (Capex)

Paid as monthly instalments (OPEX/SaaS)

Professional Services for software

installation project &/Or Customisation Options:

Paid based on Time & Materials (man/day rate)

(OPEX)

BLS Fully Managed Service resourcing for

CVM Commercial Base Management,

CVM Analytics and CVM Operations

(CDS) Options:

Paid on Risk/Reward Incremental Value Share basis

Paid on time & Materials (man/day rate)

Campaign Delivery Service Only (= Customer/Partner Self-resourced CVM Commercial Base Management

and Analytics…BLS resourcing campaign execution and reporting)

Options: Paid on time & Materials (man/day rate)