Tata Teleservices Ltd.

Detailed market segmentation and customized service offerings through extended insights about customer behavior

Published on 16-Oct-2013

"We are finally harnessing the insights that have been locked away in our call transaction data. We can now understand how call durations, service usage, billing plans and even dropped calls affect customer behavior. We’re more proactive about detecting problems and offering services to customers that match their budgets and lifestyles." - Tata Teleservices Ltd.

Customer:
Tata Teleservices Ltd.

Industry:
Telecommunications

Deployment country:
India

Solution:
Data Warehouse, Smarter Planet

Overview

Tata Teleservices Ltd. serves more than 450,000 towns and villages across India with a broad range of telephony services that include global system for mobile communications (GSM), code division multiple access (CDMA) and third-generation (3G) platforms.

Business need:
The company sought not only to efficiently capture and store data, but also to glean insights that would support product development and customer retention initiatives.

Solution:
Tata Teleservices Ltd. can more quickly adjust its network to suit changing lifestyles.

Benefits:
Anticipated an increase in market share and revenue through effective cross-selling of products and services

Case Study

Tata Teleservices Ltd. serves more than 450,000 towns and villages across India with a broad range of telephony services that include global system for mobile communications (GSM), code division multiple access (CDMA) and third-generation (3G) platforms. The company offers mobile services, wireless desktop phones, public phone booths and wired data services. The scope of the communications provider’s network is illustrated in its portfolio of nearly 40,000 communications towers.

The Opportunity
About half a million towns and villages in India use voice and data services from Tata Teleservices Ltd. Bringing 85 million subscribers a broad range of wired and wireless services generates huge volumes of data every second—data that can help analysts understand customer needs and adjust products and services to maintain a competitive advantage. The company sought not only to efficiently capture and store data, but also to glean insights that would support product development and customer retention initiatives.

What Makes It Smarter
Communications networks have been crucial to advancing India’s economy and bringing new opportunities to its citizens. Tata Teleservices Ltd. is gaining unprecedented insights from billions of daily call transactions and subscriber data to create highly customized service offerings and marketing messages that support them. The solution collects data from communications exchanges and voice and data gateways on its network and associates it with customers’ account data and subscription plans. With targeted offers and proactive response to changing demands, fewer customers are apt to switch to other service providers. Tata Teleservices Ltd. can more quickly adjust its network to suit changing lifestyles. In addition to supporting market segmentation and targeting, the solution preemptively detects and corrects revenue losses by tracing erroneous call information across as many as 15 systems and uncovering discrepancies between services provided and services billed, restoring significant revenues to the bottom line.

Real Business Results
o Anticipated an increase in market share and revenue through effective cross-selling of products and services
o Anticipated a reduction in customer churn that results in higher per-customer revenue
o Reduced IT department workloads by extending self-service capabilities to analysts

For More Information
Please contact your IBM representative or IBM Business Partner. Visit us at ibm.com/db2.

To learn more about Tata Teleservices Ltd., visit http://www.tatateleservices.com.

Products and services used

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

Hardware:
Storage: EXP3500, System x: System x3650 M3

Software:
InfoSphere Federation Server, InfoSphere Warehouse Enterprise Edition, DB2 Enterprise 9, IBM Smart Analytics System 5600, DB2 Query Patroller, DB2 Performance Expert Extended Insight Feature for Linux, UNIX and Windows, DB2 Alphablox

Legal Information

© Copyright IBM Corporation 2013 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States of America October, 2013 IBM, the IBM logo, ibm.com, InfoSphere, DB2, AlphaBox, and System Storage are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.