China Telecom Corporation Limited

Improves new-product success and marketing effectiveness with business intelligence

Published on 17 Aug 2010

Validated on 14 Aug 2013

"Using IBM technology, we’ve been able to design a marketing program based on the consumer, instead of on the service." - Wang Kun, EDW Project Master, China Telecom JiangXi

Customer:
China Telecom Corporation Limited

Industry:
Telecommunications

Deployment country:
China

Solution:
Big Data & Analytics, Smarter Planet

Smarter Planet:
Smarter Communications

IBM Business Partner:
ZheJiang Hongcheng Computer Co., Ltd.

Overview

China Telecommunications Corporation (China Telecom) is a large, state-owned telecom operator, and was selected as one of the Top 500 Global Corporations for many years. China Telecom mainly provides integrated information services including fixed-line telephone, mobile, Internet connection and applications services. China Telecom has subsidiary companies in 31 provinces and branches in the Americas, Europe, Hong Kong and Macao, covering all of China and reaching every corner of the world.

Business need:
China Telecom, Jiangxi Branch, struggled to gain insight into its customers’ needs because its information was scattered across the business, making it difficult to identify trends. The company wanted to gather and analyze data to help it respond more quickly to marketplace changes and better communicate with customers.

Solution:
China Telecom designed a precision marketing program that segments customers based on characteristics, enabling it to develop and market differentiated, targeted offerings. Using IBM technology, the company can identify trends and purchasing behaviors to help it define its next service or campaign. Moreover, the provider can centrally manage and control marketing activities, so customers receive only effective, targeted communications.

Benefits:
·Analyzes consumer behavior from across different divisions to improve data analysis, enhancing new-product success · Improves the effectiveness of customer marketing, reduces the amount of off-target marketing and decreases the need for consumer research ·Creates a one-to-one marketing relationship with customers that fosters brand loyalty by improving control over the communications that they receive

Case Study

China Telecommunications Corporation (China Telecom) is an extra-large, state-owned telecom operator in China, and was selected as one of the Top 500 Global Corporations for many years. China Telecom mainly provides integrated information services including fixed-line telephone, mobile, Internet connection and applications services. China Telecom has subsidiary companies in 31 provinces (municipal and autonomous regions) and branches in the Americas, Europe, Hong Kong and Macao, covering the whole country of China and reaching every corner of the world.

The Need

China Telecom, Jiangxi Branch, struggled to gain insight into its customers’ needs because its information was scattered across the business, making it difficult to identify trends. The company wanted to gather and analyze data to help it respond more quickly to marketplace changes and better communicate with customers.

The Solution

China Telecom designed a precision marketing program that segments customers based on characteristics, enabling it to develop and market differentiated, targeted offerings. Using IBM technology, the company can identify trends and purchasing behaviors to help it define its next service or campaign. Moreover, the provider can centrally manage and control marketing activities, so customers receive only effective, targeted communications.

What Makes it Smarter

· Analyzes consumer behavior from across different divisions to improve data analysis, enhancing new-product success

· Improves the effectiveness of customer marketing, reduces the amount of off-target marketing and decreases the need for consumer research

· Creates a one-to-one marketing relationship with customers that fosters brand loyalty by improving control over the communications that they receive

For more information

Please contact your IBM sales representative or IBM Business Partner. Visit us at: ibm.com/telecom

Components

IBM products and services that were used in this case study.

Hardware:
System p: System p5 590

Legal Information

© Copyright IBM Corporation 2010 IBM Corporation 1 New Orchard Road Armonk, NY 10504 U.S.A. Produced in the United States June 2010 All Rights Reserved IBM, the IBM logo, ibm.com, InfoSphere and System p5 are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml Other company, product or service names may be trademarks or service marks of others. The information contained in this documentation is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this documentation, it is provided “as is” without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this documentation or any other documentation. Nothing contained in this documentation is intended to, nor shall have the effect of, creating any warranties or representations from IBM (or its suppliers or licensors), or altering the terms and conditions of the applicable license agreement governing the use of IBM software.

Showcase your unique capabilities