Benefits of Real-time Contextual Offers to Mobile Customers
2017.07.25   |   19 pages   |   Direction, Strategy and Brand Differentiation

Author:
Liam Mimnagh


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MNOs in developing markets have used notifications to customers as a real-time marketing platform, leveraging the attention span of customers in order to cross- and upsell personalised offers.  Capturing and analysing a customer’s interaction on the network in real time and mapping this to contextually relevant offers has been shown to improve ARPU and churn KPIs while building good customer relationships and delivering great customer experiences. 

MNOs across Europe and other mature markets have already been utilising notifications for roaming and domestic data add-on upsells.  However, Mobile Market Development believes given the competitive environment, MNOs should embrace real-time contextual notifications in their domestic market as a way of delivering a personalised service experience to customers. 

This report summarises three customer value management marketing platforms utilising real-time notifications and highlights how they have helped to stimulate data, roaming and content revenues while improving operational KPIs. 

 

Companies: Mahindra Comviva, Openet, Tango Telecom,

Countries: India, Europe, North Africa, LATAM, CALA, Caribbean and Latin America

Keywords: BSS, real-time contextual offers, CRM, VAS, overage, bill shock, balance notification, roaming, notifications, data passes, real-time engagement, data usage, next best offer, contextual triggers, customer profile, content pack, customer engagement, customisation, customer value management, business support systems, promotional messages, operations support systems, real-time propositions, end of call notifications, OSS, self-care, segmentation, cross-sell, up-sell, campaign management, loyalty, personalisation, EOCN, customer relationship management, self-care App,

1

Overview

1

2

Introduction

2

2.1

Background to the Report

2

2.2

Report Content

3

2.3

Currency and Conversions

4

2.4

Further Questions and Feedback

4

3

Real-time Customisation Solutions

5

3.1

Mahindra Comviva

5

3.1.1

Interactive End of Call Notifications - iEOCN

5

3.1.2

iEOCN Use Cases

6

3.1.3

Impact of iEOCN

9

3.2

Openet

9

3.2.1

Real-time Offer Manager - RTOM

9

3.2.2

RTOM Use Cases

12

3.2.3

Impact of RTOM

12

3.3

Tango Telecom

13

3.3.1

Data Retail Engine – DRE – and Silent Roamer

13

3.3.2

Use Cases and Impact

14

4

Findings and Recommendations

17

4.1

Findings of Research

17

4.2

Recommendations

18

 

Appendix I - Solution Contacts

20

 

Appendix II – Feedback Questions

21

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