Case Study: Integrated Analytics Study & Revenue Improvement for a Telecom Brand

Abstract:

An Indian telecom operator, one of the largest in the country faced the problem of the slow growth rate of Activations and Song selections in Caller Ring Back Tones (CRBT).

About the client:

One of the largest telecom operator with its headquarters based in Maharashtra India offering various mobile operating services.

Pain area:

The problem faced by the client was the gradual slow growth rate of Activations and Song selections in caller Ring Back Tones ( CRBT). CRBT was one of the most pioneering and innovative Value Added Services in the Mobile Industry in India. With a rich catalogue of film and non-film music, CRBT was able to reach a market penetration of nearly 25% across Operators.

With high penetration and a competitive mindshare for the consumers ARPU across products and services, product managers had a constant challenge of ensuring that consumers spent time finding the song of their choice.

Recommendation:

The recommendation made was to enhance the revenue of Dialer Tones ( Caller Ring Back tones)  by using advanced Analytics models. Consumer behaviour was analyzed through multiple independent variables and Weightages, across calling, Value Added Services, Past song selection and Roaming patterns. These were to be analyzed and mapped to specific content clusters.

Result

This resulted in a 7% increase over a similar base once the activity was completed over the month, increasing song selection revenue by nearly 20 Lakhs a month for the product.

Result

This resulted in a 7% increase over a similar base once the activity was completed over the month, increasing song selection revenue by nearly 20 Lakhs a month for the product.