Global Telco BAO CoE
Introduction to Global Telco BAO CoE
Analytics
for
Smarter
Telecom
Team introduction & Focus Areas
Version:
3.0
Date:
21st April 2011
© 2011 IBM Corporation
Agenda
 Our mission & capabilities
 BAO Telco challenges – where we can help?
 Our Focus Areas
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© 2011 IBM Corporation
Global Telco BAO CoE: Vision & Mission
The mission of the CoE is to use its Telco experience and domain
knowledge to offer consultancy to the Telecommunications sector to help
drive signings and revenue, particularly in Business Analytics and
Optimisation.
In addition through its network across IBM to harvest and develop assets,
solutions & offerings that seek to address strategic business intelligence & analytical
issues and challenges within the Telecommunication sector and to add value and
accelerate its sales and delivery initiatives.
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© 2011 IBM Corporation
Global Telco BAO CoE Team
Aileen Brogan: Aileen is performing the lead role of the CoE with responsibility for strategy,
direction, asset development and people management.
Aileen is a CRM expert, with over 14 years delivery experience on large software integration
projects for the communications industry. Aileen is a PMP certified Senior Technical Project
Manager. She has also specialised in Targeted and Event Based Marketing.
We have an average of 12 years Telco experience across the team
Declan Murtagh
Michael Carey
Declan's Telco BAO focus areas are Churn Analysis &
Retention and Single View of Customer. Declan previously
managed Billing Strategy and Development for a Tier 1
Telco.
Michael has 25 years experience in Mobile VAS,
Messaging and Data, Call Centre Systems, Fixed,
Radio and Satellite Networks. Currently working on
Cognos 10 BI Telco demos.
Sara Philpott
Eithne Robinson
Eithne is our Solution Lead, also working in the Analytics
for Churn & Retention and the Enterprise Performance
Management Focus Areas.
Sara heads the Thought Leadership. Sara has vast
experience Telecoms, and also in Planning, Capacity
Management, Optimisation and Budgeting.
Russell Harvey
Sophie Carraz
Russell is our Enterprise Performance Management
expert. Russell has previously worked in consultancy,
BA and PM roles.
Sophie’s focus area is in Churn and Retention
Management. Sophie is a specialist in Core
Networks, Prepaid IN, Billing, OSS.
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© 2011 IBM Corporation
Team Background – Where we’ve come from!
Previous CSP Knowledge, Experience, Capabilities
System Components
Clients & Vendors
Prior Capabilities
•Billing & Mediation
•Eircom
•Systems Integration
•OSS
•Vodafone
•Data Modeling
•Prepaid IN
•O2
•Project Management
•Core Networks:
•Telefonica
•Technology Delivery
•2G/3G infrastructure. HLR, MSC,
EIR, GGSN, SGSN
•Verizon
•Business Intelligence
•Telstra
•Network Capacity Planning
•Worldcom
•Network Optimisation
•Ericsson
•Network Management
•Nortel
•Pricing
•Logica
•Finance (Budget planning)
•Comverse
•Product Marketing
•Alcatel
•CRM
•Cable and Wireless
•Network Operations
•France Telecom
•Call Centre tech. ops
•Messaging Platforms:
•SMSC, VMSC
•Signaling network
•Interconnect
•Radio Networks
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© 2011 IBM Corporation
Agenda
 Our mission & capabilities
 BAO Telco challenges – where we can help?
 Our Focus Areas
6
© 2011 IBM Corporation
Global Telco BAO CoE work across IBM Brands
The Challenge
We look at the key BAO focus areas…
Telco CxO
imperatives
Take-out
cost and
improve
efficiency
Intelligent
profitable
growth
Lean Operator
Analytics
•
Improve
control and
stop losses
•
Enterprise
Performance Mgmt
Revenue
Optimization
Customer
Analytics
Service Enablement
Analytics
•
Predictive Analytics
•
Call Center Analytics
Master Data
Management
•
Customer Experience •
Analytics
Information
Rationalization
•
Intelligent Campaigns
•
IBM’s Cross Brand Experience and Assets
GBS / GTS Services
BAO Strategy
BI &
Performance
Management
Global Telco
BAO CoE
Advanced
Analytics and
Optimization
Information
Management
The Global Telco BAO CoE
concentrates on 5 Focus Areas
Content
Management
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SWG / STG Products
IBM Research
Analytics
Cognos, SPSS,
ilog, Tivoli,
Websphere
First of a Kind
Trusted
Information
Research
Advisors
InfoSphere,MDM
Enterprise
Content Mgmt
(iFilenet)
Analytics Patents
Data
Management
(iDB2, Optim)
Analytic
Research Assets
© 2011 IBM Corporation
5 Focus Areas – Challenges & Pain Points
Churn & Retention
Intelligent Campaigns
How can I effectively manage customer churn?
How can I identify and effectively target customer segments?
Why are my customers churning?
How can I identify the optimal service promotion for each customer
and the best time to deliver it?
How do I identify key churn drivers across the customer lifecycle?
How can I reduce time-to-market of new promotions?
How can I predict when my customers will churn?
What kind of products and services should I cross sell / up sell to my
customers?
What kind of initiatives can I run to anticipate customer churn and
address drivers of churn?
How can I measure the efficiency of my campaigns?
How do I report on churn and retention initiatives?
Network Analytics
Enterprise Performance
Management
What is the most appropriate network architecture?
How are we doing?
Why are we performing like this?
What is the network efficiency / cost of ownership / individual
customer experience?
What should we be doing?
How can I identify lost revenue / minimise cost of failure?
How are we comparing with others?
How can I minimise calls to customer care and pro-actively
address customer service issues?
What should we measure? Who should view it and how
often?
How can I maintain SLAs for customer experience and 3rd
party service management?
How can I report more efficiently?
Can I trust my numbers?
Single View of Customer
How can I offer a consistent customer service across channels?
How can I get a consolidated, consistent, accurate and updated view of my
customers to understand their behaviours and profitability?
How can I make trusted information readily available to the people and
processes that need it?
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© 2011 IBM Corporation
Global Telco BAO CoE – Skills We Can Offer
The team is made of highly experienced Telco professionals with in-depth knowledge of BAO solution areas in the
Advanced Customer Insight domain. Our team can bring their unique industry perspective to support you with the
following activities:
• Telco Industry View and Thought Leadership in Business Analytics & Optimisation
• Assess your Analytics Maturity with our Unique Telco Customer Insight Capability Assessment (Maturity Model)
• Help you refine your KPIs in the Advanced Customer Insight domain with our industry and analytics KPIs definition
package.
• Improve Churn & Retention, Enterprise Performance Management, Intelligent Campaigns, Single/Complete Customer
View and Network Analytics.
• Telco Performance Management: from dashboards to scorecards to shaping a business value proposition
• Help you to identify new opportunities to exploit excess capacity or new service usage trends and to tailor services
and promotions, appropriate to customer's interests and your ability to provide same services.
• Getting the insight you need from Advanced Analytics without additional tools or in-house skills investment with
Analytics as a Service
9
© 2011 IBM Corporation
Agenda
 Our mission & capabilities
 BAO Telco challenges – where we can help?
 Our Focus Areas
10
© 2011 IBM Corporation
Global Telco BAO CoE – Focus Areas
Helps CSPs
Focus Areas
•
Advanced Analytics for Loyalty, Churn
Management, and Social Network Analysis
provides advanced techniques to manage
customers churn and retention.
•
Manage churn and drive customer
loyalty through better understanding
of customer preferences and
behaviour
•
Single and Complete Customer View gives
a complete and comprehensive understanding
of customer interaction and value across all
segments of a value chain.
•
Improve retention
•
Differentiate campaigns
•
Predict business outcomes and
manage trends as they evolve.
•
Enhance your revenue
•
Optimise customer experience and
provide a consistent experience
•
Understand customer usage
patterns and behavioural tendencies
•
Manage network resources and
investment costs, provide insight to
ROI on CAPEX and OPEX investment
•
Plan for the future to support and
maintain subscriber services
•
Optimise service portfolio, service
experience, network investment,
•
•
•
Intelligent Campaigns provides the best
marketing spend for a customer across
multiple interaction and behavioural events
while avoiding saturation and cannibalization.
Enterprise Performance Management uses
advanced analysis to discover and understand
historical patterns in order to predict and
improve performance in the future.
Network Analytics formulates observations
and derived insight from network traffic
information and component utilisation. It
provides insight to service usage, service
experience, customer behaviour and uptake,
as well as service availability and quality.
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© 2011 IBM Corporation
These 5 Focus Areas support the BAO Offerings for CSPs
Enterprise
Performance Mgt
Lean Operator
Analytics
• Enterprise Performance Mgmt
• Advanced CXO Dashboard
• Revenue Optimization
• Revenue Assurance and Fraud
Management
• Collection & Bad Debt Management
• Interconnect and Partner Settlement
Management
Intelligent
Campaigns
Customer
Analytics
Analytics for
Churn & Service Enablement
Retention
• Predictive Analytics
• SPSS based Churn Prediction
• Call Center Analytics
• Real-time Analytics Matching Platform
(RAMP)
• Customer Experience Analytics
• Tivoli–enabled Customer Experience
Management
• Intelligent Campaigns
• Automated Campaign Mgt & Next Best
Action
Analytics
• Master Data Management
• Enterprise Product Catalogue
• Customer Data Integration / 360° view
of customer
• Information Rationalisation
 Data Warehouse Rationalization
 Optimized CDR Hub
Single / Complete
Customer View
• Advanced Real Time Campaigns
Network Analytics
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© 2011 IBM Corporation
Global Telco BAO CoE – White Papers & Points of View
The Global Telco BAO CoE regularly publishes white papers exploring the impact of Advanced Analytics on
the Telco Industry, and examining the latest developments in analytical tools, practices and techniques.
All of these white papers are available to you. To receive a copy please contact your local account team.
Staying Anonymous: Spoiling the fun of Advanced
Analytics?
I’ll have what she’s having!: The importance of
Social Network Analysis
This paper explores data protection rules and regulations
and how they are adapted and apply to the Telco
Industry.
An introduction to the value of SNA for Telco Customer
Loyalty and Retention
Feb 2010
December 2010
Advanced Analytics: Unlocking the Power of Insight
This paper examines the latest advancements in analytical
tools, practices and techniques
April 2010
Advanced Analytics: Transforming
Telecommunications
Evolving Mobile Broadband: Business Models
As mass adoption of smartphones and media tablets
fuels the demand for bandwidth intensive services, this
White Paper examines current mobile broadband pricing
strategies and presents future business models and
influencing factors
March 2011
Examining how advanced analytics is transforming the
telecom industry
August 2010
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© 2011 IBM Corporation
Global Telco BAO CoE – CSP Newsletter
Each month the Global Telco BAO CoE releases an external CSP Newsletter, containing a number of
articles on topics of interest to our CSP Clients. The newsletter provides commentary on
telecommunication industry developments.
Please subscribe to receive the monthly newsletter and keep up to date on all the latest developments in
the Telco Industry.
Alternatively you can contact your local account team or the Global Telco BAO CoE team, and we can
add your name to our monthly distribution list.
As always we welcome feedback so please feel free to contact us by email or by posting a comment to
our newsletter.
Sample of the Articles:
A Farewell to Bill Shock
Not so Smart, After all
Time for a serious chat with your Signalling Experts
A day in the life of a network engineer.
The Apple Supremacy
Stealing a march on Mobile Operators?
Broadband Pricing emerging Trends
Mobile Commerce, tons of Apps and lots more revenue!
The Net Neutrality Debate
Ahead in the Cloud
Mobile Commerce Trends
APIs : Telco’s main barrier to Innovation?
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© 2011 IBM Corporation
For further information on the information in this pack, please visit the
Global Telco BAO CoE wiki or the Global Telco BAO CoE on ibm.com
Analytics
for
Smarter
Telecom
Otherwise, please contact us by email
Global Telco BAO CoE/Ireland/IBM or Global_Telco_BAO_CoE@ie.ibm.com
© 2011 IBM Corporation