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Page 1: Telecom Analytics India

LOGO

MGP601 – Project Work

N=1, R=G Analytics Framework

Suneet Deshmukh

June 2009

Page 2: Telecom Analytics India

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

Page 3: Telecom Analytics India

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

Page 4: Telecom Analytics India

Telecom in India

Fastest growing market - projected to become the second largest telecom market globally by 2010

Revenues around $40bn

MVAS market around $2bn

Page 5: Telecom Analytics India

Telecom in India

Significant investments in telecom

High competition. Low switching costs with MNP

Regulatory framework – TRAI, DoT, TDSAT

3G coming to India!

Page 6: Telecom Analytics 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

Page 7: Telecom Analytics India

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

Page 8: Telecom Analytics India

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

Page 9: Telecom Analytics India

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

Page 10: Telecom Analytics India

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

Page 11: Telecom Analytics India

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

Page 12: Telecom Analytics India

N=1, R=G Analytics ICT framework

Consumers

Network Operators

Collaborators

Handset Manufacturers

Content Developers

Network OEM’s

Page 13: Telecom Analytics India

Analytics Framework Telecom App’s

Page 14: Telecom Analytics India

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

Page 15: Telecom Analytics India

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

Page 16: Telecom Analytics India

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

Page 17: Telecom Analytics India

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

Page 18: Telecom Analytics India

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.

Page 19: Telecom Analytics India

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

Page 20: Telecom Analytics India

LOGO

Suneet Deshmukh