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

Analytics

Abstract:

One of the largest Indian telecom operators in the country was facing the problem of the slow growth rate of activation and song selections in Caller Ring Back Tones (CRBT) faciltiy.

About the client:

One of the largest telecom operators in India

Pain area:

The problem faced by the client was the slow growth rate of activation and song selections in Caller Ring Back Tones (CRBT). CRBT was one of the most pioneering and innovative value-added services in the Indian mobile industry. With a rich catalogue of film and non-film music, CRBT was had the potential to reach  nearly 25% users across operators.

Because there was tough competition across products and services, product managers faced a constant challenge in ensuring that consumers spend time finding the song of their choice.

Recommendation:

We suggested that they enhance the revenue of Dialer Tones (Caller Ring Back tones)  by using advanced models of analytics. Consumer behaviour was analyzed through multiple independent variables and weightage, across calling, Value Added Services, past song selection and roaming patterns. These were to be analyzed and mapped to specific content clusters.

Impact

The use of analytics showed a potential rise of 7%. Once we explained the findings and suggested suitable measures, the client witnessed an increase in the revenue from CRBT by almost two million INR a month for the product.

Impact

The use of analytics showed a potential rise of 7%. Once we explained the findings and suggested suitable measures, the client witnessed an increase in the revenue from CRBT by almost two million INR a month for the product.