Celcom Axiata Bhd.

Advanced analytics and business intelligence used to target customers and improve campaign results

Published on 04-Dec-2013

"The solution helps the company use its marketing campaign funds wisely and gives it insight into what works and what doesn’t ; that way Celcom can continually improve our service its customers." - Celcom Axiata Bhd.

Customer:
Celcom Axiata Bhd.

Industry:
Telecommunications

Deployment country:
Malaysia

Solution:
BA - Business Analytics, BA - Business Intelligence, Big Data & Analytics, Big Data & Analytics: Customers, Business Resiliency, Data Warehouse, IBM MobileFirst, Service Oriented Architecture, SmartCloud - Services, Smarter Commerce

IBM Business Partner:
Teradata

Overview

Founded in 1988, Celcom Axiata Bhd. is a division of the Axiata group of companies and one of the first in Malaysia to obtain a cellular phone license and successfully introduce mobile telephony services. The company has more than 190 million mobile subscribers in Asia and offers mobile services covering more than 1.6 billion people across nine countries. Its core business remains prepaid and postpaid mobile voice services with rapidly growing mobile broadband, mobile commerce, enterprise solutions and bulk wholesale business segments.

Business need:
Celcom wanted to target individual customers with the marketing message most appropriate to their usage and customer profile to improve average revenue per user (ARPU) through higher campaign uptake rates.

Solution:
Celcom implemented a targeted marketing campaign management solution that uses near-real-time subscriber data to develop personalized, targeted campaigns.

Benefits:
The IBM solution helped reduce new campaign launch time, improve campaign performance and improve customer loyalty.

Case Study

Founded in 1988, Celcom Axiata Bhd. is a division of the Axiata group of companies and one of the first in Malaysia to obtain a cellular phone license and successfully introduce mobile telephony services. The company has more than 190 million mobile subscribers in Asia and offers mobile services covering more than 1.6 billion people across nine countries. Its core business remains prepaid and postpaid mobile voice services with rapidly growing mobile broadband, mobile commerce, enterprise solutions and bulk wholesale business segments.

The Opportunity
Celcom Axiata Berhad, a leader in the saturated and competitive communications market, needed to significantly improve its understanding of its customers to help ensure customer retention and increase market share. The communications service provider wanted to use existing customer information and analytics to manage a complete marketing campaign process. Celcom wanted to target individual customers with the marketing message most appropriate to their usage and customer profile to improve average revenue per user (ARPU) through higher campaign uptake rates.

What Makes It Smarter
Mobile phone users are always looking for better plans and offers. Service providers can never assume that their customers will stay loyal and must work to retain existing customers while increasing their subscriber base. Celcom implemented a targeted marketing campaign management solution that uses near-real-time subscriber data to develop personalized, targeted campaigns. The solution collects and analyzes numerous data points including a user’s interaction history and preferences as well as provider business rules and marketing objectives — to determine the best offers for each customer. For example, Celcom can identify prepaid customers with low weekend usage and encourage them to reload on weekends to get bonus airtime. The solution helps Celcom generate increased revenue while offering customers the services they really want and need.

Real Business Results
• Reduces new campaign launch time by more than 80 percent
• Improves campaign performance by more than 70 percent, in turn increasing campaign ROI
• Improves customer loyalty, increases ARPU and reduces churn through personalized campaigns and messaging

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

To learn more about Celcom Axiata Bhd., visit www.celcom.com.my.

Legal Information

© Copyright IBM Corporation 2013 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States of America November 2013 IBM, the IBM logo, ibm.com, Cognos, WebSphere, ILOG, InfoSphere, DataStage, BladeCenter. System Storage, Storwize, Global Business Services and Global Technology Services 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 performance data discussed herein is presented as derived under specific operating conditions. Actual results may vary. 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.