REAL-TIME ENGAGEMENT PLAYBOOK FOR MOBILE OPERATORS MAKING DATA PAY

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1 REAL-TIME ENGAGEMENT PLAYBOOK FOR MOBILE OPERATORS MAKING DATA PAY

2 Monetise every subscriber interaction with contextual real-time engagement Contextual marketing is about UNDERSTANDING WHO the subscriber is, WHERE they are, WHAT they are doing, and what they are likely to do NEXT COMBINING relevant subscriber information with the REAL-TIME context to deliver REAL-TIME personalised ENGAGEMENT at THE RIGHT TIME, EVERY TIME.

3 Don t just analyze... Real-time Engagement builds and monetises relationships with subscribers, nurtures subscriber communities, and shapes and empowers brand ambassadors. Subscribers want to see, feel and really engage with brands. They expect consistent and personalised experiences delivered wherever and however they choose and they are disappointed by the continuing flood of irrelevant communications they receive. Mobile operators have a unique opportunity to maximise the engagement potential from every touchpoint in their subscribers digital journeys if they could interact directly with their subscribers in real-time. This would enable them to seek out key loyalty-boosting and revenue generating opportunities. They are uniquely positioned to gauge context, and to predict intent which, in turn, means that they can reach and influence subscribers right at that key decision-making moment. But operators traditional campaign management solutions lack the automated real-time marketing and predictive analysis requirements needed to drive successful real-time engagement. If your subscriber runs out of data, the time to send him or her a personalised offer is NOW, not in 2 weeks, 2 days or even 2 minutes.

4 Engage... Real-time Engagement means combining what operators know about their subscribers with what those subscribers are doing in real-time to make the right offer at the right time and location. If a subscriber runs out of data, the time to send him or her a personalised offer is NOW, not in 2 weeks, 2 days or even 2 minutes. Mobile operators want to deliver choice, flexibility and visibility to their subscribers in order to stimulate mobile data usage, monetise subscriber engagement and increase loyalty. They want to enable an immediate and direct engagement with individual subscribers. They want and need to establish a continuous two-way dialogue with their subscribers. But time and again, their existing systems are limited and fail to provide the flexibility, the ease of operation, and the service velocity needed to execute sophisticated real-time engagement. If your subscriber is thinking of churning, the time to engage is NOW, not in 2 weeks, 2 days or even 2 minutes. With the right solution, operators can surprise and delight subscribers by turning every real-time engagement opportunity into a lasting impression.

5 Understanding the power of Real-time Engagement Revenues are increased by ensuring promotions and offers are personalised, timely and relevant Conversion rates are 10 times higher for individualised promotions and offers made in real time When subscriber engagement is personalised and targeted, brand perception is improved and churn is reduced TANGO TELECOM REAL-TIME ENGAGEMENT Subscriber happiness is improved with real-time predictive product and service recommendations Time to subscriber and time to revenue are significantly decreased

6 With Real-time Engagement, operators exceed their subscribers expectations... Successfully predicting and preventing churn early Increasing conversion rates and accelerating usage and spend Decreasing the costs of developing and launching new promotions Encouraging subscribers to explore and adopt new services and experiences Surprising and delighting by turning every real-time engagement into a lasting impression

7 Never again miss an opportunity to monetise Decision to purchase Social media Onboarding Devices/upgrades Change of access /LTE/WiFi Loyalty transaction Recharge/billing Customer service interactions Adopt new services acquire serve grow retain Automating engagement throughout the subscriber lifecycle from onboarding to loyalty and retention

8 9 real-time engagement campaigns you need to launchtoday!

9 Onboarding Real-time Engagement for Onboarding ensures a deeper engagement with subscriber, enhancing your acquisition effort from the start. In their first 90 days, over 35% of prepaid subscribers churn. With Realtime Engagement, operators proactively reach out to their newest subscribers with highly targeted real-time welcome plans. Operators can engage with individual subscribers at key opportunities during this initial 90 day period and encourage them to recharge, to try additional services and experiences, and to secure loyalty. Sample offers/incentives discounted 1 st and 2 nd recharges earn bonus loyalty points for 3 rd recharge earn bonus data towards favourite activity - free data for Facebook when you purchase 4GB migrate to a new and more suitable plan without penalties in the first 90 days Analyse Automatically identify the newest subscribers when they reach certain balance or usage thresholds or engage during a certain activity all in real-time Engage Immediately engage with subscribers by sending highly persuasive and targeted offers and incentives Measure Reduce prepaid churn, increase prepaid subscriber loyalty, boost prepaid ARPUs, increase new service adoption

10 Uplifting Real-time Engagement for Uplifting enables operators to costeffectively maximize the value of their existing subscribers. Normally, a typical subscriber increases his usage when he has recharged his balance but as he gets closer to his limit, he slows down and limits his usage. Real-time Engagement identifies when the subscriber slows down his usage and pushes a personalised and persuasive offer to him. This encourages the subscriber to recharge his balance and to begin using his phone freely again, boosting revenues for the operator. Analyse Automatically identify subscribers when they reach certain balance and usage thresholds in real-time Engage Immediately engage with subscribers by sending highly persuasive and targeted uplifting offers Sample offers/incentives discounted recharges 20% off earn bonus loyalty points by recharging now earn bonus data by recharging now 4GB for the price of 2GB offer a flat rate for access to favourite apps Measure Reduce churn, increase subscriber loyalty and boost revenues

11 Churn Reduction Real-time Engagement for Churn Reduction enables operators to identify and score subscribers based on their estimated potential to churn. The solution then offers these at-risk subscribers targeted incentives based in their score, on their individual profiles and on their real-time contexts. By combining real-time engagement with established customer retention strategies, operators treat each subscriber as an individual and engage at exactly the right time to ensure maximum impact. By sending personalised real-time offers tailored to individual contexts, operators speak directly to their subscribers, address their needs and keep them loyal and happy. Sample offers/incentives personalised device upgrade offers migrate to a new and more suitable plan without penalties and contract extensions or offer try and buys of new services earn bonus loyalty points to spend on shopping/dining/travel based on preferences, location and demographics Analyse Identify subscribers at risk of churn based on their silence or real-time actions Engage Immediately engage and incentivise at-risk subscribers by presenting highly persuasive and targeted retention offers Measure Reduce churn, reduce onboarding costs, increase usage, increase subscriber loyalty, increase new service adoption

12 Silent Roamer Real-time Engagement for Silent Roamers enables mobile operators to identify and encourage silent roamers to use data with attractive and well-timed roaming plans and promotions, all in real-time. By offering simple and easy to understand plans combined with cost and usage notifications, mobile operators maintain and increase their roaming revenues and deliver exceptional roaming experiences for their subscribers Sample offers/incentives discounted roaming rates for favourite destinations accumulate bonus data to use at home for every 2GB of roaming data purchased, earn 1GB to use at home Analyse Identify 100% of silent and low usage roamers in realtime Engage Engage with roamers at key selling points with triggered location-aware lower priced incentives to promote usage Measure Increase roaming revenues, roaming data usage Never miss a monetisation opportunity even when your subscriber is roaming

13 Loyalty Real-time Engagement for Loyalty enables mobile operators to identify and reward high value subscribers by providing offers and experiences based on their individual profiles, past behaviours and real-time contexts. This means operators can easily prioritise these high value subscriber segments. Sample offers/incentives personalised device upgrade offers migrate to a new and more suitable plan without penalties and contract extensions or offer try and buys of new services earn bonus loyalty points to spend on shopping/dining/travel based on preferences try and buy for new services and experiences instant win recharge now and win a prize surprise & delight an out of the blue reward based on a real-time context Analyse Identify the segment of one by matching personalised offers to individual subscribers their real-time actions Engage Immediately engage with subscribers by sending highly persuasive and targeted retention offers Measure Reduce churn, increase subscriber loyalty, increase revenues

14 Postpaid lifecycle value Real-time Engagement for Postpaid subscribers ensures that mobile operators maximise the revenue potential from their postpaid subscriber base. By leveraging the numerous trigger points throughout the postpaid subscriber lifecycle, mobile operators create a continuous two-way dialogue with their most valuable subscribers. By proactively engaging with subscribers, operators can learn and adapt to what makes them happy and not so happy with real-time insights. These valuable insights can be fed into future campaigns, further increasing overall marketing effectiveness. Analyse Identify key moments in the postpaid subscriber lifecycle in real-time Engage Create micro-campaigns to offer extremely targeted and relevant offers Sample offers/incentives access Youtube and immediately receive a 30 minute video streaming offer offer a shared data plan immediately when subscriber buys a second device Measure Increase revenues, increase usage, improve subscriber quality of experience

15 Sponsored Data Real-time Engagement for Sponsored Data enables mobile operators to identify and reward subscribers based on their individual profiles, preferences and real-time actions. Subscribers are offered highly targeted free data rewards matching their needs and preferences. Operators benefit from increased data usage as subscribers consume offers from brands and receive data access to relevant apps and content as rewards. Revenues are increased from partnerships with brands which could include a revenue sharing strategy. Finally, loyalty is increased by offering more choice and providing subscribers with free data rewards from their online activity. Sample offers/incentives sign-up for trials and newsletters and get data rewards buy from online retailers and receive data rewards accumulate points towards a new device upgrade Analyse Identify subscribers based on their real-time actions Engage Immediately engage with subscribers by sending highly persuasive and targeted offers for relevant brands Measure Reduce churn, increase subscriber loyalty, increase usage and open a new revenue source from brands

16 Brand Ambassadors Real-time Engagement for Brand Ambassadors enables mobile operators to identify key influential subscribers and turn then into brand ambassadors. Viral marketing works and when a friend recommends, we listen. In order to gain their attention, operators can engage with key influential subscribers proactively and empower these subscribers to go out and grow their sphere of influence. By launching a new product or service within the influencer group, operators can see the effectives of viral marketing in real-time by tracking who takes up the offer and their links back to the influencer circle. Sample offers/incentives reward key influencers based on their real-time actions reward key influencers based on offer uptake within their influencer circle test new services and offers within the influencer group first before launching to wider subscriber base Analyse Identify key influencers based on their real-time actions, interactions and their circle of influence Engage Immediately engage with influencers by sending highly persuasive and targeted incentives that they can share Measure Increase subscriber loyalty, increase usage, increase new service adoption, increase Net Promoter score

17 Collaboration Real-time Engagement for Collaboration enables mobile operators to collaborate with OTT and App providers to identify and incentivise subscribers in real-time as they access partner apps and services. Subscribers are sent highly targeted micro-offers which exactly match their real-time needs and contexts. For example, a subscriber opens Youtube, he receives an offer for 30 minutes video streaming, or when he starts to download a video, he receives a turbo-boost offer to download the video in 5 minutes instead of 30. Operators and App providers could also reach out to gamers and offer in-app turboboosts to download the latest version of games or new game packs. Analyse Identify subscribers in realtime as they access partner apps and detect the exact resources needed for their intended activity Engage Engage by sending highly targeted micro-offers for use with these partner apps offering exactly the resources needed for a specific activity Sample offers/incentives open Youtube and get a 30 minute video streaming offer let your kids play games with time-based based offers that don t affect your postpaid bill Measure Reduce churn, increase subscriber loyalty, increase usage and open a new revenue source from revenue sharing with OTT/ App providers

18 Real-time Engagement Tango Telecom The Tango Telecom Real-time Engagement solution is revolutionising how mobile operators engage with their subscribers. Our customers now interact in real-time with their subscribers at optimal upselling opportunities including reaching a low balance, trying to access a new service, arriving at a particular location and at times of high or low usage. The results are amazing and far reaching: increased revenues, improved subscriber loyalty, more effective marketing. Our customers are experiencing up to 60% increased revenues, 6x increase in conversion rates and increases in market share and dramatic reductions in churn. The Real-time Engagement solution ensures that the right offer always reaches the right subscriber at the right time every time.

19 What Real-time Engagement means for you... Industry leading and award-winning solution that recommends relevant data plans and services in immediate response to real-time subscriber actions, profile information and preferences ensuring the highest possible offer uptake Delivering an exceptional experience to subscribers by offering compelling, personalised experiences that speak directly to them Never again missing a key monetisation opportunity by automating engagement throughout the subscriber lifecycle from onboarding to loyalty and retention Ensuring the highest conversion rates by eliminating irrelevant communication Offering a superior on-device experience by allowing subscribers to control everything from their device in real-time from purchase and activation of new offers to updating preferences and account information

20 Contact us today at 2016 Tango Telecom Ltd. This document may not be duplicated, in whole or in part, by any means whatsoever, without the prior written permission of Tango Telecom. The information contained in this document is confidential and is the valuable proprietary information of Tango Telecom Ltd. iax, Tango DRE and Making Data Pay are trademarks of Tango Telecom. All other trademarks are acknowledged as the property of their respective owners.

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