ibm interconnect 2013 smarter commerce keynote: singtel

Yorgos MOSCHOVIS

Head, Advanced Analytics

Oct 13

Disclaimer: This material that follows is a presentation of general background information about SingTel’s activities current at the date of the presentation. The information contained in this document is intended only for use during the presentation and should not be disseminated or distributed to parties outside the presentation. It is information given in summary form and does not purport to be complete. It is not to be relied upon as advice to investors or potential investors and does not take into account the investment objectives, financial situation or needs of any particular investor. This material should be considered with professional advice when deciding if an investment is appropriate. SingTel accepts no liability whatsoever with respect to the use of this document or its content.

SingTel Group at a Glance

All figures are as at 30 June 2013

477 million mobile

customers across Asia and Africa

SingTel Financials

Operating Revenue S$4.3 billion

EBITDA S$1.3 billion

Underlying Net Profit S$897 million

Net Profit S$1.0 billion

Free Cash Flow S$893 million

All figures are for the quarter ended 30 June 2013

Our Business Units: Group Consumer

#1 in

India #1 in

Thailand

#2 in the

Philippines

#1 in

Indonesia #2 in

Australia

#1 in

Singapore

Leading market positions in mobile

Comprehensive strategy to bundle apps, content, devices, price plans and customer experience

All figures are for the quarter ended 30 June 2013

Provide businesses with one-stop, end-to-end ICT solutions

Our Business Units: Group Enterprise

A network of offices in 40 cities across 22 countries

and territories

Over 325,000 business cloud users in Singapore

Extensive data infrastructure with 140 points of

presence worldwide

All figures are for the quarter ended 30 June 2013

Digital Marketing

Next Gen TV

Open Innovation Lifestyle and Hyperlocal

All figures are for the quarter ended 30 June 2013

Social Interaction

Our Business Units: Group Digital L!fe

GROUP CONSUMER

DEALING WITH

COMPLEXITY

All-around Challenges to

Analytical Process

01 // Marketing and IT roles have changed

02 // Marketing is now a lot more complicated

03 // How are we making sense of complexity?

Good guy Bad guy Marketing IT

British Suave Savvy

Elegant

Russian

Expressionless Predictable

Ordinary-looking

Marketing

Profile

Marketing

Profile

British Male Savvy

Elegant

Marketing

Profile Russian Female

Intelligent Mean-looking

Marketing

Profile

Good Guy Bad Guy Marketing & Analytics IT & Security

British Male

Elegant TECH-Savvy!

Marketing

Profile Not Russian

Female Intelligent

GOOD looking

Marketing

Profile

Good Guy Bad Guy Marketing, Analytics, Business Intelligence IT, Security, Business Intelligence

CTO and CMO Should walk side by side And drag everyone else With them

In a complex world, it is now more challenging to figure out what will work and what will not

01 // Marketing and IT roles have changed

02 // Marketing is now a lot more complicated

03 // How are we making sense of complexity?

Data complexity in Telecommunications

Data from the old-fashioned Carriage business

• Post-paid, Pre-Paid

• National telephony

Data from data-related services

• Fixed Broadband

• TV

Internet- and App-related data

• Web browsing/ Media-TV browsing

• E-Commerce transactions

• Mobile Application usage

Mostly 1 Consumer

Multiple Consumers Multiple Locations

Multiple Consumers One location

Complexity means a wider perspective for CMOs

How are you ‘connected’?

• Type of mobile phone (e.g. Smartphone, Feature phone, 2G)

• Type of network connection (e.g. fixed broadband, WiFi)

What is our commercial relationship?

• Mobile price plans

• Fixed connections price plans

• Discounts and Rewards

How are we communicating?

• Own channels: Shops, Contact Centre

• Partner channels: 711, …

• Social media: Facebook, …

01 // Marketing and IT roles have changed

02 // Marketing is now a lot more complicated

03 // How are we making sense of complexity?

Vendors should constantly ask yourselves: What will create value for an organization?

What is the topic? Who is involved? What should I be concerned

about?

Insight/ Algorithm

Pure Analysts Could be divorced from customer contact

“Developing” campaigns

Marketing people or Analysts

Campaign mgmt may be in the wrong hands

Data and/or management

Only IT If Mktg not involved, difficult to create a business case

Big Data Anybody If the CEO or CIO not involved, this may be just an education session

Despite change, Analytical Marketing remains a business around Data & Infra, People & Process, Change

Customer Contact & Experience =

‘Right Offer, Right Packaging, Right Time’

Campaign and Offer

Mgmt

Customer Experience

(in- and out-bound)

Analytics = ‘Right Customer, Right Offer’

Modelling & Optimisation

Validation & reporting

Data and data management

Structured

(EDW)

Unstructured

(network & web)

Business Intelligence & Analytics

If the analytical marketing chain is designed well, it can offer tremendous agility in decision-making

Goals

IDEA!

Assess

Validate

Execute

Monitor

Report

Evaluate

I have a fresh idea!

If the analytical marketing chain is designed well, it can offer tremendous agility in decision-making

Goals

IDEA!

Assess

Validate

Execute

Monitor

Report

Evaluate

Reset

expectations

If the analytical marketing chain is designed well, it can offer tremendous agility in decision-making

Goals

IDEA!

Assess

Validate

Execute

Monitor

Report

Evaluate

I may have misjudged benefits

1-to-1

Marketing

Applied Analytics Predictive Analytics

Descriptive Analytics

Business Intelligence

hardware

software

middleware

big data

Analytical

Marketing

Database

Marketing

Contextual

Marketing

Relationship

Marketing Master Data Mgmt

Privacy

Marketing is concerned with every part of the analytical chain and how it affects Customers

Goals

IDEA!

Assess

Validate

Execute

Monitor

Report

Evaluate

Number of Marketing initiatives

~5,000

Number of Leads distributed ~100 m

Number of Up-Sell initiatives ~1,000

~5,000

~100 m

~1,000

Disclaimer: This material that follows is a presentation of general background information about SingTel’s activities current at the date of the presentation. The information contained in this document is intended only for use during the presentation and

should not be disseminated or distributed to parties outside the presentation. It is information given in summary form and does not purport to be complete. It is not to be relied upon as advice to investors or potential investors and does not take into

account the investment objectives, financial situation or needs of any particular investor. This material should be considered with professional advice when deciding if an investment is appropriate.