Presented By Dhananjay Anumandla Shaunak Sontakke

Indian Telecom Sector

The Indian Telecommunications network with 960

million connections (as on May 2012) is the second largest in the world. The sector is growing at a speed of 7% during the recent years.

Trend in Telecom Sector

Source: TRAI

Major Players

Need for BI in Telecom

Customer Profitability: It is imperative they acquire new,

profitable customers as well as increase the profitability of existing ones Cross selling: This can be a major source of selling for a telecom company. For effective cross-selling, existing data can be leveraged using business intelligence solutions to quickly zero in on new products that may be required by existing customers. Customer Attrition: Acquiring new customers is much more costly than retaining existing ones. Customer attrition analysis is an essential step in customer retention. Customer Segmentation: Segmentation is used to segregate customers who exhibit common characteristics in different segments.

Need for BI in Telecom

Campaign Analysis: Campaign analysis is used to analyze the

effectiveness of a marketing or promotion campaign. The effects of a particular campaign on sales of the promoted product can be tracked using business intelligence solutions Forecasting: To plan their networks, telecommunications service providers perform forecasting that helps operators to make key investment decisions Budgeting: Data warehousing facilitates analysis of budgeted versus actual expenditure for various cost heads like promotion campaigns, product development, infrastructure maintenance, investments, commissions, etc.

BI at Vodafone
Vodafone were able to describe various benefits

since implementing their BI solutions:

Automated import of measurement data from a wide

variety of sources, allowing the automatic creation of up-to-the-minute reports. Constant access to the reports from anywhere and at any time via the intranet or Internet using a Web browser. Standard presentation media; standard layout following corporate identity guidelines. Dynamic selection of the level of detail in the reports. Dynamic creation of trend reports.

BI at Reliance Comm
Reliance

Communications

performance

improvement.
Data loading took almost 2 - 3 hours. Greenplum Solution selected the S1004 model of the

Sun Data Warehouse Appliance. The time required to turn around a request for detailed call records shrank by over 80%, from multiple days to a few hours. Reduced the average time to load a days worth of data by over 90%, from 2 hours to under 10 minutes.

BI at Airtel
The company wanted to :
Identify the usage patterns at an individual level

Offer each customer customized plans based on his/her usage

The company started using BI tools from 1997-98. A key insight that Airtel obtained was that critical business

and marketing decisions were being based on daily revenues that were around 15% 16% less than the actual amount Airtel could possibly leverage its data management expertise in the Value Added Services (VAS) based on consumer usage patterns The decision-making process has effectively moved from an observation to a prediction model

DW Architecture

Data Warehouse (DW) lifecycle

Building Dimensional Model & ETL

Determine the reports required Identify data sources Data Extraction

Identification & Extraction

Build and populate a dimensional database Build ETL

Build and populate Analysis Services cubes Build reports and analytical views
Report Generation

Processes with Reporting requirements

Sales and Marketing Call traffic

Customer Billing
Supply chain management

The Bus Matrix

Time Cust Prod omer uct Prom Sales otion Exec utive Locat Retai Servi ion ler ce Line

Sales and Marketing Call traffic Customer Billing

Sales and Marketing

Analysis
1) Which product generated max Revenue in the year 2011 in Mumbai? (Time Year: 2011, Location: Mumbai, Revenue )
Time 2011 2011 Location Mumbai Mumbai Product GPRS MMS Revenue 100000 50000

2) Which year showcased the highest no. of newly added customers? (Group by year in Time, max of count Customers based on DOJ)
Year 2009 No. of new Customers 14000

2010

16000

Analysis
Which promotions has been the most popular and can be

used in near future?

Which Location has minimum number of mobile

connections?
Comparative analysis of the performance of sales executives

based on factors such as gender, age group, region.

Billing

Analysis
Which customers are of the greatest value to the

company? How many customers have delayed bill payments in a particular year? Maximum call usage (in minutes) is highest for which region in a particular state?

Call Detail Records

Analysis
Which area witnesses the maximum call traffic? What day of week witnesses maximum call traffic? On which day of the year were maximum SMS sent?

BI Reporting Tools
Major players: 1. SAP - Business Objects 2. SAS 3. IBM- COGNOS 4. MICROSOFT SQL SERVER 5. Oracle- Hyperion

SAP Reporting and Analysis

SAP Crystal Reports Connect to virtually any data source,

design and format interactive reports, and share them internally or externally. SAP BusinessObjects Analysis Perform analysis of multidimensional data sets using the tool designed for financial and business analysts. SAP BusinessObjects Web Intelligence Perform ad hoc queries and intuitive analysis across heterogeneous data sources online or offline. SAP BusinessObjects Predictive Workbench Mine your information assets to predict future trends.

Conclusion
The Telecommunications industry is extremely varied

in its adoption of BI solutions. Quite a few companies are in the advanced stages of their BI initiatives; yet they have not explored the benefits of BI to the fullest. With the growth that the telecom sector is witnessing, it wont be too long before small players also adopt BI as a critical part of their systems.

Thank you!