Location-based analyticsTurn the knowledge into profit

Reach-U, April 2016

The emergence of OTTs has resulted in price and product erosion, impacting both revenues and margins. Unfortunately, the response from the industry has been too slow.

“Operators have lost control of consumer spend. The real control now is with app stores and device players”

Disruptive competition

is main concern for Telecom executives

3

9

9

15

18

24

39

45

64

73

0 10 20 30 40 50 60 70 80

Disruptive competition

Uncertain regulatory environment

Lack of organizational agility

Lack of return on investmentChanging customer needs

and attitudesShortening technology cycles

Poor ecosystems relationships

Poor rates of innovation

Global economic uncertainty

Other

Source: Global telecommunications study: navigating the road to 2020; Ernst & Young, 2015

82% of Telecom’s top executives emphasise ccuussttoommeerr eexxppeerriieennccee as top three strategic priorities, followed by bbuussiinneessss eeffffiicciieennccyy, and nneettwwoorrkk iimmpprroovveemmeennttss.

“If you are customer-centric and provide value, keep your customers happy and anticipate their future needs, you will thrive. If you can’t do that, you will become a dumb, wholesale connectivity provider.”

Improved service quality

is seen as critical lever to respond to competition

68%Operators that view customer

experience as their number one

strategic priority

Source: Global telecommunications study: navigating the road to 2020; Ernst & Young, 2015

Networks generate vast

amount of dataIt’s time to

benefit from it by

Making investment decisions that iinnccrreeaassee ccuussttoommeerr ssaattiissffaaccttiioonn

Offering services according to the ppeerrssoonnaall nneeeeddss ooff yyoouurr ccuussttoommeerrss

Promoting new services only to the cclliieennttss wwhhoo nneeeedd tthheemm

Monetizing your knowledge helping to create ssmmaarrtteerr aanndd ssaaffeerr ppuubblliicc eennvviirroonnmmeennttss

A

B

C

D

How?

Turning data into knowledge

Linking together four types of data – locations, customer profiles, network quality, and service consumption – and presenting it on easily perceptible user interface supports Telecoms with actionable insights.

Usage & network quality

MMiissssiinngg lliinnkk ttoo ccuussttoommeerr ggrroouuppss

Customers locationsDDaattaa hhaass aallwwaayyss bbeeeenn aavvaaiillaabbllee bbuutt rraarreellyy ccoolllleecctteedd oorr aannaallyysseedd

Customer profilesNNoo kknnoowwlleeddggee aabboouutt

ccuussttoommeerrss’’ bbeehhaavviioouurr ppaatttteerrnnss

Customer data

(CRM/DWH)

Network statistics

(OSS/ENIQ)

Passive customer locations

(MPS)

SSuurrggiiccaall pprreecciissiioonn--ttaarrggeetteedd mmaarrkkeettiinngg campaigns with higher conversion rate

RReevveennuuee--bbaasseedd iinnvveessttmmeenntt ddeecciissiioonnss in network modernisation/repair

HHiigghheerr aaccccuurraaccyy in site/target group selection for launching new services (SmartHome, IoT, 5G etc.)

NNeeww rreevveennuuee ssoouurrcceess (Civil Warning System, studies/research/analysis, advertising etc.)

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2

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AAggiillee mmaarrkkeett aaddooppttiioonn//pprrooffiittaabbiilliittyy testing of new services 5 “Personalised service experience, customer

behaviour-based investment decisions, shorter time-to-market with new services.”

Business benefitsfrom Location-based Analytics Customer

data(CRM/DWH)

Network statistics

(OSS/ENIQ)

Passive customer locations

(MPS)

What our clients have achieved?

Selected business cases

Client: European Telecom operatorProblem: Most lucrative clients experience no coverage of mobile

broadband. Where?Action: Applying Demograft location-based analysis to detect sites

that should be upgraded first to address maximum number of lucrative customers with minimum investment

Result: Better customer experience together with 36% higher ROI

Turn improved customer

experience into your profit

Optimised site selection for

network improvements

Increase of ROI36% –

Client: Telecom operating in several countries in EU and outsideProblem: LTE is ready for launch but not promoted as the coverage of

45% of population was judged to be not sufficientAction: Demograft identified that 8% of the clients spend more than 17

hours per day in good LTE coverage. Operator launched targeted telemarketing campaign (goal 15% conversion rate)

Result: Most successful campaign ever achieving 15% conversion rate, 67% shorter time-to-market

Market services immediately

and to the right customers

Shorter time-to-market

period of LTE service

– 67%

Decrease in time-to-

market

Invaluable25%

90%

Save lives locating and informing people in danger

Make cities truly Smart providing decision-makers with knowledge

Meticulous advertising services –better than Google

New services: as social benefit

or for a fee

Our solution helps to save lives in Europe and Middle East; provides cities with sophisticated input for managing urban space in South America; and has proven itself as effective advertising platform in North America.

Tangible benefits around the world

90,000 lives saved

Every 4th

SMS generates

sales

9X higher benefit-cost

ratio

Our principlesSecure, private, fast… very fast

Security Privacy Agility

ID’s are separated and encrypted

Aggregated and anonymous reports

All queries are rounded

Secure and auditable logging

Re-identification not possible

No results below minimum query limit

Opt-in/opt-out functionality

Exclusion of VIP’s

Query response within 1-5 seconds

Decisions-making in minutes based on right data

Deployment in 1 month

Payback in 3 months

PPrrooffiilleess eennttiirree ssuubbssccrriibbeerr bbaassee conditional to the movement patterns of people

SSoollvveess cchhaalllleennggeess of Telecom operators prioritized by CMOs and CTOs

TTrruusstteedd pprroocceessssiinngg aallggoorriitthhmmss from the Fraunhofer, MIT and Tartu University

2255 TTeelleeccoomm ccuussttoommeerrss around the world with combined subscriber base 343 million

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WWiinnnneerr ooff GGSSMMAA AApppplliiccaattiioonn AAwwaarrdd in Best Technology category in Barcelona 20145 Finding target segments that other

methods cannot deliver…

Facts about Demograft25 years in location-based analysis

Want to know more?The way to reach us

Riia 24, 51010 Tartu, Estonia

rait.raal@reach-u.com

+33 7 82 46 99 81

www.demograft.com