About Dynamic Tariffing

Transcription

1 About Dynamic Tariffing Delivering Intelligence with ML & AI Features Types of Offers Customer Engagement Toolkit Smart Communication with SnapTariff Offer Engagement Smart Bundles Incorporating Operator Investments Digitata Business Advisory Services Among our Customers Customer Testimonials Contact Us

2 About dynamic TM tariffing Dynamic Tariffing, trusted by operators to intelligently price calls, SMS and data, now applies this same intelligence to a segment of one. Our smart app, SnapTariff, provides data control and management, feedback on customer usage and behaviour, and the ability to present real-time offers such as smart bundling. Network Revenue Information Modified customer behaviour Network Information Cell Statistics Customer Select Offers/Calls Network Utilisation Customer Handset Delivering Intelligent Offers Revenue Optimisation DTE Operator Strategy Customer Aquisition/ Retention Device Cell Broadcast App Communication USSD Subscriber Registration Charging System (CS) Optimal PAYG Offers Personalised Smart Bundle Offers Customer Communication Segmentation Intelligent Algorithms

3 Delivering Intelligence through ML and AI OPERATOR STRATEGY SUBSCRIBER RESPONSE (BIG DATA) 2 Segment HVC / MVC / LVC 5 Revenue Optimisation 1 Speed Network Utilisation Customer Aquisition/ Retention Channels Online / IVR / USSD Customer Care Location Intelligent Algorithms Intelligent Algorithm Price Time Device 2G / 3G / 4G 4 Personalised offers taken up by subscribers 6 BUSINESS ANALYTICS: Forecasting and AB Testing Intelligent Offer 3 REACH AND ENGAGE SUBSCRIBERS 1. DTS allows a mobile operator to set their strategy based on three key aspects to achieve key business objectives and goals, namely: Revenue Optimisation, Customer Acquisition and Retention and Network Utilisation 2. From the strategy, the intelligence algorithms generate intelligent offers based on location, customer care, speed, time and price. In addition, the subscriber s segment profile, device type and channel of communication are factored into the calculation. 3. The Final Intelligent Offer is calculated. 4. The Intelligent offer is communicated to the subscriber through Reach and Engage mechanics on their mobile device. 5. The subscriber s behaviour/response is then stored and filtered back into the intelligent algorithms. 6. Through Business Analytics, DTS provides key metric reporting, observations, recommendations and outcomes which are used in the setting of the mobile operator s future strategies.

4 Features Big Data Platform Personalised Offers Segmented Offer Communication Smart Bundles by Segment, Area and Time + Strategy Comparisons and Forecasting Complete Revenue View Adding intelligence to existing operator product catalogues Optimization per Segment with Model Monetization Supports inputs from OPCO campaign management systems and Big Data platforms 2G, 3G, 4G and LTE Support User-friendly Portal (GUI)

5 Types of Offers Voice Zone! Enjoy up to 99% discounts on all your local calls. Dial *135# to opt in today. 99% Pay as you go Voice and Data Value is determined intelligently at time of call or use. Price varies by segment, time and location at consumption. Snapi Snapi bundle! bundle! Need it in hours? Great value with short term Great Snapi value Bundles with short term Snapi Bundles Need Data / Voice Now? Need your voice / data NOW? Pay less for more with snapi bundles Pay less for more when you make it Snapi! Typically a short duration bundle (from 10 min-6 hours) Price/volume varies by segment, time and location of purchase. Stretch your bundle! Get more out of your data with Stretchi Bundles Use it during happy mes and stretch your Bundle 5x more! * Valid for 7 days Typically longer validity, 3-14 days Price and duration is fixed. Consumption rate varies by segment and time & location at consumption.

6 Customer Engagement Toolkit Intelligence Offers Intelligent Algorithms Intelligent Algorithm Dynamic PAYG Price Volume Validity Quality Location Time Network Smart Bundles Intelligent Offers Communication Channels USSD Cell Broadcast SMS SoCN/EoCN Smart App

7 Smart Communication with SnapTariff Digitata s smart app, SnapTariff, provides data control and management, feedback on customer usage and behaviour, and the ability to present real-time offers such as smart bundling. Dashboard Control Offers 3G 10:32 3G 10:32 3G 10:32 dashboard control offers dashboard control offers dashboard control offers data Left: 125mb takes priority Left: 787mb Gained: 75mb Snapi Bundle Stretchi Bundle total: 250mb mins left 120 total:1000mb days left 30 data Switch on data control Sort by Chrome Google+ on Most data 500mb 432mb off Snapi Bundle 250mb/30mins $1.99 Snapi Bundle 500mb/120mins $2.99 Snapi Bundle $ mb/180mins SALE 3G Review your Purchase Stretchi Bundle 1000mb/30days $ :32 Data Usage (Last 7 days) 1235mb 3235mb Gmail Setup app control 403mb 3G 10:32 Stretchi Bundle 1500mb/30days $9.99 Blocked Apps Trying to use data voice sms to other networks to other networks to your network to your network Free Data Maximum Stretch Medium Stretch Standard rate Out of Bundle Setup Gmail Savings You are seconds away from saving on your data Stretchi Bundles 1000mb 15mins 100 $ days

8 Offer Engagement 3G 10:32 3G 10:32 Select an bundle: MyOpCo Smart Snapi $ MyOpCo Smart Snapi $ MyOpCo Smart Snapi $ MyOpCo Smart Stretchi $ MyOpCo Smart Stretchi $ MyOpCo Smart Stretchi $30 dashboard control offers 20 MyOpCo Smart Snapi $5 50 MyOpCo Smart Snapi $7 80 MyOpCo Smart Snapi $ MyOpCo Smart Stretchi $15 dashboard control offers 250mb/30mins $ mb/120mins $ mb/180mins $ mb/30days $ MyOpCo Smart Stretchi $ mb/30days $ MyOpCo Smart Stretchi $ mb/30days $9.99 USSD purchase SnapTariff SnapTariff Generic App White Labelled App SnapTariff Integrated into Op Customer Service App

9 Smart Bundles In line with the need for improved customer value management, and customer expectations for greater value and more personalised offerings, Digitata's Dynamic Tariffing Solution now offers smart bundles, intelligently packaged and priced according to customer micro-segmentation, location, time, and network flexibility, all personally targeted to a segment of one according to the subscriber s observed needs. Snapi Bundles Subscribers needing a bundle of data immediately for a short period, will benefit from Digitata s short-term Snapi bundles. With Snapi bundles, the best possible price is determined at the time of purchase, according to size of bundle, duration, subscriber segment, location, device, and time of day. These bundles are valid for a shorter duration. Snapi bundle 1 hr unlimited $ intelligently priced

10 Smart Bundles Stretchi Bundles Subscribers needing a bundle of data valid for a longer period, but having some flexibility as to where and when they use that data, will benefit from Digitata s Stretchi bundles. With Stretchi bundles, a guaranteed amount of data is purchased for a fixed price, however the value proposition of Stretchi bundles is that the actual amount of data available to the subscriber is "stretched" further than the guaranteed amount depending on various factors at the time of use. The amount of bonus Stretchi data received is determined at consumption, according to location, device, and time of day. For example, a subscriber may purchase a guaranteed 200MB of data at $5. The very least amount of data he will receive would be 200MB, however he could benefit from 600MB of data (or much more) depending on when and where he actually uses the data, and the operator s strategy and metrics. Stretchi bundle Guaranteed 200MB Intelligently up-sized $5 100 MB guaranteed data available 100 MB used (No Stretchi bonus data currently available) 400 MB Stretchi bonus data currently available 100 MB used 100 MB guaranteed data available

11 Incorporating Operators Existing Investments Digitata s intelligent algorithms complement the operator s existing investments by integrating with current operator components such as Big Data platforms, BI tools and Enterprise Product Catalogues. Operator Big Data Platform Operator Big Data Platform Big Data Platform Segment HVC / MVC / LVC NGW RSM CDR Portal PM EDR Channels Online / IVR / USSD Customer Care RSM Location Speed DTC Intelligent Algorithm SOO TGW Price Time Device 2G / 3G / 4G SAS CCC CNH HLR SGW CBC CGW OCS Mediation AE BI Tools Intelligent Offer Campaign Management Enterprise Catalogue

12 Digitata Business Advisory Services Digitata s Business Advisory Services provide a comprehensive offering of services and analytics aimed at delivering a true understanding of the impact of Dynamic Tariffing on the operator s business. The support strategy is based on Digitata experience in many Dynamic Tariffing deployments. min Strategy Customer Revenue Tariff Usage Network Business strategy recommendations Product positioning Product evolution Product innovation Intelligent pricing Customer acquisition (new and migrated) Customer activity Customer retention Market penetration Subscriber spend analysis Revenue trend analysis Revenue DT/non DT comparison ROI analysis Price point evaluation Pricing strategy comparisons Net effective tariff analysis Minutes of Use Uncharged Minutes of Use SMS traffic Data volumes Utilisation analysis and optimisation Under utilised cell analysis

13 Among Our Customers Airtel Group has contracted Digitata Limited for the supply of the Dynamic Tariffing System to several of the operations within the group. Airtel Kenya deployed Airtel Zone, which is their implementation of Digitata s Dynamic Tariffing System, in March 2014, followed by Airtel Zambia in July 2014, Airtel Tanzania in August 2014 and Airtel Malawi in November Airtel Uganda and Airtel DRC followed in early Digicel Haiti launched ZonDigi, their Dynamic Tariffing offering, in September 2014, and a second operation within in the Digicel group will be launching soon. Econet Wireless Group has an agreement with Digitata for the supply of the Dynamic Tariffing System to the group and its affiliates. The Dynamic Tariffing System was successfully rolled out in Econet Zimbabwe in 2012 and in Econet Lesotho in 2014 as Econet s Buddie Zone offering. Vodacom SA, South Africa s largest mobile network operator, switched to Digitata's Dynamic Tariffing Engine to power their "Vodacom4less" offering in The system is fully deployed across all regions. Telekom Networks Malawi (TNM), Malawi's dominant telco, rolled out Yanga, their implementation of Digitata s Dynamic Tariffing System in October It is running successfully, touching about 80% of TNM s active prepaid base. MTN Nigeria deployed their dynamic pricing offering MTN Zone in July Grameenphone Bangladesh s My Zone offering was commercially launched early in By the end of 2012, over 21 million subscribers had registered for the service. MTN Uganda rolled out MTN Zone in July By October 2008, the service had attracted over 2 million subscribers, representing 60% of the customer base, with a 70% increase in call volume since the introduction of the service. MTN Ghana launched their MTN Zone offering in June By the end of 2008, their subscriber base had increased by 60% to 6.4 million subscribers. According to MTN, this growth is attributable to the success of MTN Zone. MTN Swaziland has been using Digitata s Dynamic Tariffing System since 2007, making them the first operation to launch a dynamic pricing product. MTN Swaziland s MTN Zone has been running successfully for some 8 years.

14 Customer Testimonials "The Airtel Kenya team feels that adding Airtel Zone provides brand value which is helpful in catering to the youth and in customer acquisition. The product is well accepted and is growing." Head Voice - Airtel Kenya Econet Wireless group of companies has deployed Digitata s Dynamic Tarif ing System in both the Zimbabwe as well as Lesotho markets, as Econet Wireless s Buddie Zone offering. Buddie Zone was implemented timeously in both instances, and on-going support to date by Digitata s team has been professional and always of very high quality. Head of Research and Innovation - Econet Wireless International (Pty) Ltd "Digitata really did well in deploying their Dynamic Tarif ing solution within the Glo Nigeria environment. Glo s environment is a challenging one. It is a complex multi-vendor environment that required interfaces to both performance stats and cell broadcast for each of 3 different access network suppliers, the processing of CDRs from three different IN charging systems, and the development of a CBC (cell broadcast controller). As CTO, I have overseen many integration projects into this environment, and honestly I could not believe Digitata's initial project plan of 6 weeks. From my experience, I expected such a project to take a minimum of 6 months. However, Digitata completed the integration successfully, as scheduled, within 6 weeks end to end, which was incredible. CTO - Globacom Nigeria The Dynamic Tarif ing product was integrated quickly and ef iciently by Digitata into the TNM network... [and]... has performed as claimed by Digitata. We are satis ied with the product and if presented with the same decision again, we would select Digitata s Dynamic Tarif ing as our dynamic pricing tool of choice. CMO - TNM Malawi "Dynamic Tarif ing for me is the most powerful pricing innovation since the inception of mobile telecommunications, with a capacity to transform the fortunes of operators in very competitive markets, especially in emerging markets. Having managed and experienced it in different markets, I call it the Universal Soldier because, executed effectively, it delivers subscriber growth, ARPU stimulation, subscriber retention and loyalty, and is a strong tool for ighting price wars." Manager: Business Analytics and Pricing - MTN Ghana "In terms of product uptake this is the best performing in the history of any product launch in Uganda and most likely the region...our target was to reach 50 per cent of the base within 6 months, but we should reach that target over the weekend, an amazing response to an amazing product. COO - MTN Uganda Zone helped us to grow revenues in the dead hours (midnight 6am) from US $300k to US $1,5m per month. CMO - MTN Uganda MTN Zone has continued to be a great success for MTN. Over 60% of our customers are on MTN Zone and this number has been steadily growing since its launch in 2008." CMO - MTN

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