Telecom Analytics India

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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

Transcript of Telecom Analytics India

  • 1. LOGON=1, R=G Analytics FrameworkMGP601 Project WorkSuneet Deshmukh June 2009

2. AgendaIs there a problem?Telecom in IndiaScope of analytics to India telecomWhy N=1, R=G Analytics?Framework for N=1, R=G analyticsKey Challenges 3. Is there a problem? Telecom a high growth sector in IndiaHigh competition in each circle. Low switching costswith the introduction on MNPSubscriber additions to stagnate in a few yearsNext big revenue driver??Customer centricity essential 4. Telecom in India Fastest growing market - projected to become the second largest telecom market globally by 2010 Revenues around$40bn MVAS market around $2bn 5. Telecom in India Significant investments in telecom High competition. Low switching costs with MNP Regulatory framework TRAI, DoT, TDSAT 3G coming to India! 6. Telecom in IndiaTotal GSM Subscriber Figures - Mar 20094% 1% 1%6%33% 1 Bharti Airtel 15%2 Vodafone Essar3 BSNL16%4 IDEA24%5 Aircel6 Reliance Telecom8 MTNL9 BPL 7. Scope of analytics for Indian TelecomIndian Telecom Market Rural MarketUrban Market Low reach High population density Demand for 3G High penetration levels Deployment of 3G Increased acceptance of 3G Government incentives Higher ARPU 8. Scope of analytics for Indian TelecomIndian Telecom Market - Applications Best markets Best transport and distribution Selling and procurement Reduce trips and maintain information relationships with distributors Locally relevant informationRural Applications Educating farmers for best M-commerce, health development practicescare, information and location Regional language contentbased servicesBest education practicesOther services 9. Scope of analytics for Indian Telecom Indian Telecom Market - Applications Communication and entertainmentPortal and office MMS/Video telephony Search engine Games. Audio/video clips Personal organizer, videoconferencing, corporate directory Urban Applications Banking, interactive Video surveillance, control of shopping, ticket household devices booking, brokerage Location info, maps M-commerceMobile services 10. Scope of analytics for Indian Telecom Customer Analytics Price Analytics Segmentation, loyalty, cr Cross elasticityoss sell, retentionmodeling, cannibalization analysis, pricing simulation, what-if Market Analyticsmodeling Salesperformance, competitor Product/Serviceanalysis, Promotioncampaign analysis Analytics Category performance, fraud Supply chain Analyticsanalysis, inventory Supply-demand, strategic analysis, discount andsourcing, regulatory promotion analysis 11. 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 12. N=1, R=G Analytics ICT frameworkHandset ManufacturersCollaboratorsContent DevelopersNetworkOperators Network OEMs Consumers 13. Analytics Framework Telecom Apps 14. Analytics Framework Telecom Apps Inputs Outputs Primary Surveys/direct Modeling - Predictivequestionnairesmodeling, filtering Usage related newparametersinitiatives, reactionto initiatives Capability Marketing - Targeting Operator needs to buildand feedbackup a profile of the user Continuous update to Driving Innovation - SRF Capturing needs into Decides on what servicesmeaningful appsand what price 15. Analytics Framework Telecom Apps Usage Related Parameters The region he calls to Reaction to service upgradesTime of calling Mode of bill payment The region he calls fromCall durations of freq.called numbers Customer service interactionHigh called numbers Timeliness of bill payment Location of calling- travelling? 16. Analytics Framework Telecom Apps 3G ApplicationsPlace Shifting Community Internet Access Web BrowsingService Video/Audio Mobile Mobile TV Web portal Sharing Broadband SocialTalk and Web Video streaming Search engines Networkingbox Online Video Maps Multiplayer conferencing Games Blogging 17. Analytics Framework Telecom Apps 3G Applications using N=1 Mobile Broadband Video/Audio Sharing Flexible slabs of Flexible slabs of upload download size size Flexible slabs of times of A per MB tariff over and downloadabove that which is Flexible slabs of times ofpresent in the slabs download Roaming services with A per MB tariff guaranteed QoS Roaming services and Tie-ups with assured QoS youTube, flickr, slideshare 18. Analytics Framework Telecom Apps3G Applications using N=1 Online multiplayer games Mobile TV Favourite games from a vast Flexible slabs of uploadselectionsize Special rates for gaming Flexible slabs of periods ofbetween select users high usage, eg. IPL season Tie ups with online gaming Roaming services withportals like miniclip etc. guaranteed QoS Mobile maps and yellow pages Local traffic and weather conditions Local maps and train connections, Navigation Nearby restaurants, ATMs, movies, etc. 19. Challenges in ImplementationSecurity and privacy concerns of the consumers Limited customizable applications Understanding needs ICT challenge too Changing mindset of usersIt will be extremely difficult for an operator to survive the current competitive telecom landscape without being close tothe customer 20. LOGOSuneet Deshmukh