R e a s o n To C a ll

Everything happens for a

“REASON”

Axiom #

1

Rational Emotional

Medium :: Efficient for communication

Drivers :: Value (Cost/Time)Minutes Factory

~ pack/voucher/svv~ talk time

Medium :: Personal & direct

Drivers :: ?

Or/&

For rational conne ct, e ffic ie ncy is more important than e fficacy . Emotional conne ct can also be impulse .

(…Eve n te le com Usage …)

Medium of reciprocation is

“SAME”

SMS CallOr

A S MS is re sponde d with an S MS , A mail is re turne d with a mail.

Axiom #

2

To increase usage, user needs a reasona. Price advantage or more talk time offe rs rational v alue for cus tome r

but re duce s our profitability i.e S VV, Packs , Usage promotion

b. Can we prov ide “a re ason to call” to our cus tome rs without

impacting the profitability adve rse ly?

c. Can we dis rupt the normal patte rn!

R e a s o n To C a ll

Summary

Why do you make STD Calls from your mobile phone?

18%

5%

8%

3%

24%

20%

22%

Reason to call %

a) Official/business 24%b) Special days - b'day/anniversary of F&F 20%c) Keep in touch with F&F when I'm free 22%d) Wish each other on festivals 18%e) Share some 'good news' with near & dear ones 5%f ) Urgent or important situation based 8%g) Misc. 3%

* % based on grouping & tally count

~ 30%STD calling

onimpulse

Dipstick

Projec

t R2C

Objective: To provide “reason to call” & impact usage

Action Taken:S te p 1 : LD Usage mapping of customers incoming & outgoing corridor wise

Termination circle code gives the

destination called

Projec

t R2C

Action Taken:S te p 2 : Corridor wise tre nding to ide ntify the opportunity & action plan

Circle Jun Jul Aug Sep Jun Jul Aug Sep OG % OG Growth

TAMILNADU 10.88 11.02 11.31 11.03 6.40 6.52 6.49 6.78 64% 62% -2%WEST BENGAL 5.47 5.85 7.09 8.03 0.68 0.70 0.80 0.84 90% 91% 13%KARNATAKA 6.73 6.88 7.02 7.21 8.12 8.55 8.89 8.94 44% 45% 3%ORISSA 3.32 3.50 4.09 4.49 0.40 0.44 0.49 0.49 89% 90% 10%ASSAM 2.15 2.32 2.81 3.29 0.25 0.28 0.33 0.35 90% 90% 17%BIHAR 2.49 2.59 3.10 3.18 0.39 0.40 0.44 0.42 88% 88% 3%ANDHRA PRADESH 2.64 2.57 2.65 2.68 1.81 1.76 1.81 1.92 59% 58% 1%CHENNAI 2.14 2.26 2.35 2.49 2.94 3.36 3.36 3.51 41% 41% 6%MUMBAI 1.60 1.59 1.67 1.70 2.39 2.55 2.64 2.66 39% 39% 2%UP EAST 1.51 1.51 1.69 1.69 0.32 0.34 0.36 0.30 82% 85% 0%MAHARASHTRA 1.26 1.24 1.33 1.36 1.53 1.60 1.59 1.57 46% 46% 2%DELHI 1.15 1.14 1.24 1.31 1.44 1.46 1.55 1.51 44% 46% 6%PUNJAB 0.97 0.99 1.09 1.11 0.32 0.33 0.34 0.33 76% 77% 2%RAJASTHAN 0.97 1.00 1.06 1.02 0.39 0.43 0.46 0.43 70% 70% -3%KOLKATA 0.70 0.70 0.83 0.86 0.32 0.34 0.38 0.38 68% 69% 3%UP WEST 0.69 0.70 0.79 0.77 0.31 0.28 0.31 0.29 72% 72% -3%MADHYA PRADESH 0.61 0.66 0.67 0.66 0.53 0.50 0.52 0.53 56% 55% 0%GUJRAT 0.59 0.61 0.62 0.62 0.87 0.89 0.94 0.95 40% 39% 0%JAMMU & KASHMIR 0.29 0.28 0.37 0.35 0.47 0.51 0.52 0.50 42% 41% -6%NORTH EAST 0.33 0.22 0.24 0.26 0.24 0.25 0.27 0.27 47% 49% 9%HARYANA 0.22 0.18 0.22 0.23 0.16 0.16 0.17 0.16 56% 59% 7%HIMACHAL PRADESH 0.12 0.10 0.11 0.12 0.06 0.06 0.06 0.06 66% 66% 11%

Total 46.82 47.92 52.33 54.45 30.33 31.70 32.70 33.20 62% 4%

South 22.39 22.73 23.34 23.41 19.28 20.20 20.55 21.16 53% 53% 0.3%

North 5.92 5.91 6.55 6.60 3.47 3.55 3.76 3.59 64% 65% 0.8%

East 14.46 15.18 18.16 20.10 2.27 2.42 2.70 2.74 87% 88% 10.7%

West 4.06 4.11 4.29 4.34 5.31 5.53 5.68 5.72 43% 43% 1.3%

Incoming MOUOutgoingMOU

Projec

t R2C

Opportunities CategorizedRegional festivals like “Chhat”, “Goverdhan Puja”, “Teej”… also

Bomb blast in b’lore, Riots in Orissa, etc

Friendship Day, Valentines Day,Independence Day… etc associated more with SMS and less with calling.

Calendar for the monthProjec

t R2C

Date Day Importance-STD Corridors1-Oct Wednesday Eid General2-Oct Thursday Gandhi jayanthi General3-Oct Friday4-Oct Saturday5-Oct Sunday6-Oct Monday Durga puja North 7-Oct Tuesday Durga puja/Dusshera8-Oct Wednesday Durga puja/Dusshera9-Oct Thursday Durga puja/Dusshera North/NE/KK/TN

10-Oct Friday11-Oct Saturday12-Oct Sunday13-Oct Monday14-Oct Tuesday15-Oct Wednesday16-Oct Thursday17-Oct Friday18-Oct Saturday Karwa chauth North 19-Oct Sunday20-Oct Monday21-Oct Tuesday22-Oct Wednesday23-Oct Thursday24-Oct Friday25-Oct Saturday26-Oct Sunday Dhanteras27-Oct Monday Kali puja North 28-Oct Tuesday Laxmi puja/Diwali North/KK/TN/NE29-Oct Wednesday Goverdhan puja UPE/W/BH30-Oct Thursday Bhai Dooj North/Bengal/MH

Step 3: Modus OperandusProjec

t R2C

Calendar for the month with significant dates and the corridor to be impacted identified

Pull out the MDNs with MOU to the respective corridors OBDs recorded in the regional language of the destination circle

(Usually Hindi) SMS reminders (sender id-Festival name) Record impact

Sample / Example : DusseraProjec

t R2C

•Target Base - MSISDNs making calls to specific corridors

•Promo medium - OBD in Hindi

•Promo message - Navaratri/Puja wishes and urge to call home

navratri-Dusshera with music.zip

Language & communication with a difference for audience

in Kerala. Right targeting critical

Double click to play

STD MO : Jul'08

1.00

1.20

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1.60

1.80

2.00

2008

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Result

B’lore Blas t

STD MO : Aug'08

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Frie ndship DayInde pe nde nce Day

Janmasthmi

STD MO : Sep'08

1.20

1.40

1.60

1.80

2.00

2.20

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OnamGane sh ChaturthiVishwakarma puja

, ’ N o w if t h a t s in t e r e s t in g d o c a ll m e f o r more

: )d e t a ils o

TH AN K YO U