Post on 20-May-2020
© 2018. Proprietary & Confidential. All Rights Reserved.
Digitisation and Analytics as Enablers
Dr. Hans Wijayasuriya
Corporate EVP & Regional CEO
2nd December 2019
© 2018. Proprietary & Confidential. All Rights Reserved.
Axiata – The Journey to a “Digitised Telco”Enabling Operational Excellence (OE) through Digitisation and Analytics
• Functional Excellence
• Operational Excellence
• Competitive Advantage
DIGITISATION
BIG DATA
&
ANALYTICS
Product & Services
External Interfaces
Internal Processes
Infrastructure & Platforms
Organisation & Culture
5 C
ore
s o
f D
igit
isat
ion
IT TRANSFORMATION & CAPABILITY AUGMENTATION“Digitised Telco”
Economics2
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Digitisation
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Evolution of Axiata’s Maturity in DigitisationDigital Maturity Measurement has been Extended from Organisational Level to Functional Level
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2019: LEAP Digital Maturity (focus on Functional level Maturity)
2017/18: Digital Telco Index (focus on Organisational level Maturity)
EM Top Quartile Average Score
Global Top Quartile Average Score
Aspiration to have 2-3 OpCos in Global Top Quartile and “Deep” Digitisation Maturity across all functions
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Functional Focus During 2019 spawned over 250+ Unique Initiatives Spanning the 5 cores of Digitisation
5
• New prepaid self registration via Celcom Life App
• OWSEM Experience -integrated campaign
• Pleng by Smart • Dialog Mega Run • Friendship Always Wins (Victory Day Campaign)
• Balance Plus
• PULSE Mobile Application
• eSIM in Proton
• Social Media Experience Hub(smEX)
• XL Busol Sales Platform
• Biz Plan + O365 bundle
• Omnichannel Commercial
• Smat Luy Advance
• Apple Direct Carrier Billing
• Tech UBER
• Axiata IOT Platform
• A2C Digital Omni Channel Project
• Robi dekhunphase 1
• M.A.D. UI & UX of Self-care Apps
• Online CLM
• Customer Migration to 4G
• Leveraging API and Big data for Omnichannel Experience
• Data Science & Advanced Analytics
• Project Neuron
• Non Telco Sales
• AIGO (Axis Internet on the Go)
• Enterprise-wide Autonomous Anomaly Detection and Alert System
• Dialog Retail Hub
• Project SIRA: Customer Service Complaint Resolution Automation
• Make my plan
• SingleApp
• Touch Point Rejuvenation Using RPA & AI
• CLI Manipulation Dashboard
• Automation of Procurement Approval Form/Purchase Requisition
• edotco-Axiata Analytics: Site Collaboration Tool
• Re-design & Re-platform Celcom Digital Frontend
• NetZoom Smart Network
• Big Bang Agile
• Network planning at XL driven by NQI
• Cloudify IT DNS and swap to F5-based VM
• EPC Swap to CUPS
• OneCRM Project Implementation
• Enhanced Huawei CBS with ADL-DTE
• Rollout Controller(ROC) Mobile App
• OSS Cloudification • edotco Energy Optimizer
• Infrastructure Audit using Drones, ML & AI
• Data Science & Advanced Analytics
• Case Study for XL Axiata digitization
• Project Arogya • 360 Degree SRS Campaign –Synthesio
• Employee Engagement Portal – Ngage
• Spot Award Automation
25
0+
Un
iqu
e P
roje
cts
Data Analytics** & Intelligence
Process Simplification and Digitization
Network Modernization
IT Modernization & DevOps
Marketing / Products
Sales / Distribution
Enterprise Business
Customer Experience
Organization & Culture
Pro
du
ct &
Se
rvic
es
Exte
rnal
In
terf
ace
sIn
tern
al
Pro
cess
es
Infr
astr
uct
ure
&
Pla
tfo
rm
1
2
3
4
5
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Selected OpCo Case Examples(1) Process Automation in Finance & Customer Experience and (2) Digitisation of Customer Registration & Activation
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PROCESS AUTOMATION IN FINANCE AND CUSTOMER EXPERIENCE (PROJECT NEURON)
• Process automation in Finance• Use of Virtual Agents – ‘Emma’ and ‘Clive’ in Celcom
and ‘Maya’ in XL (i.e. chatbots).
DIGITAL CUSTOMER ONBOARDING(RETAIL HUB / DEALER APP)
• First 100% paperless / digital customer on-boarding platform from registration to activation.
• Sales processes streamlined across products & channels.• User-friendly on-boarding experience.
Note: *Finance process automation; ** Chatbots; ^ Smart registration stats; ^^ Dialog stats.
• 45 days to 1 min^
• 12 million A4 papers saved annually^^
• LKR 155 million annual savings^^
• 100% Turn-around Time Improvement*
• 1st Point of Contact on Digital Platforms**
• Seamless handover from Bot to Agent**
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Translating Digital Maturity to Financial Outcomes and Best in Class Cost StructureAxiata is Developing a “Digitised Telco” Model (“DTM”) using 80 comparable mobile operators as a base
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Analysed 80 comparable mobile & prepaid Centric Operators Benchmarks Derived from Top 7.
Identify Digital Leaders Benchmark their performance Develop Cost Curves
• Digital Leaders • Leader cost advantage
• Top KPIs per area
• Quantified impact of top KPIs by area
1 2 3
Model Target P&L for Each OpCo
4
• Target P&L model• 3-5 year ambition
List potential initiatives to reach target P&L model
5
• High level list of initiatives
PATRevenues Costs 2018 2023
1.Initiative 1
2.Initiative 2
…..
+x%
Digital Leaders
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Analytics
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Axiata’s Advancement w.r.t Analytics MaturityMaturity has progressed significantly based on TMForum Methodology & Measurement
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Axiata has improved its analytics maturity from 36% in 2018 to
53% in mid-2019 with a target to achieve 61% by Jan-2020.
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Axiata Analytics has deployed 125 analytical models, with Next Best Action, Chatbots and Fraud, replicated across multiple OpCos, creating USD 86mn value in 2018 and USD 59m for 1H2019
OpCo Celcom XL Smart Robi Dialog Ncell Edotco Total
Marketing 15 5 3 13 12 6 54
Network 3 6 2 5 4 4 24
External 2 3 1 6 12
Sales 2 3 1 1 8 15
Customer 2 1 1 3 1 8
Support 1 3 7 1 12
Total 25 20 8 20 40 8 4 125
Replicated Models• Next Best Action in XL, Celcom and soon Robi.• Capex planning in Edotco, and soon in Smart & Robi• Chatbots in Dialog, Ncell, Smart, XL and Boost• Dealer Optimisation in XL & Smart• Fraud identification in Celcom, Axiata, Ncell, XL,• Multi-SIM in Ncell, Celcom• Congestion prediction in Celcom and Robi
58.6
Fulll Year
2018
Half Year
2019
86.0
10
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Selected OpCo Case Examples (1/2) – Next Best Action (NBA)8% to 1100% more take-up and 50% to 300% more incremental revenue.
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Next Best Action
An Engine that Personalises offers to each Customer, while enhancing Customer Lifetime Value
20
18
20
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Philosophy OpCo Result
Rule-based
Random Forest
Accumulated scores of various models
Distance of 4 variables:
Product User
₋ Offer Price₋ Data₋ Validity₋ Price/GB
₋ Purch Price₋ Data Usage₋ Validity₋ Price/GB
upcoming
11x more take-up %
SustainableARPU Uplift
3x more
Incremental Revenue
8%more take-up %
50% more
Incremental Revenue
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Selected OpCo Case Examples (2/2) – Dealer Optimisation ModelNew dealer location Recommendations with 75% of accuracy.
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Each location gets a score based customer demand, dealer supply and network supply
Scores validated with site visits in selected locations
An interactive dashboard allows “What if” planning of locations under consideration
Smart regional manager can see where they have to find new dealers via an app
1 2
3 4
Dealer
Network Coverage
Network Experience
• Signal Strength (RSRP for 4G)
• Download Speed• Latency, Jitter• Video Stream• Web Browsing
Panoramic Build Landscape
Area Demand Opinion
• Visual Survey of Recommended Location
• Supervisor Survey of Recommended Location
SUPPLY VALIDATION DEMAND / ON-SITE VALIDATIONDemand Score
Dealer Supply Score
Network Supply Score
Mo
de
l Ou
tpu
t D
ash
bo
ard Geohash Output Info
Capability AugmentationDevOps
Analytics
© 2018. Proprietary & Confidential. All Rights Reserved.
TAKING BACK CONTROL IN SOFTWARE & ANALYTICS -- Focused Development of Capabilities in Digital, DevOps and Analytics - Axiata Digital Labs (ADL) & Axiata Analytics
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65+Analytics/AI/
ML
50+IOT
15+UI/UX
100+API/
Microservices
40+Mobile
Development
60+QA
Automation
30+RPA/DPA
15+Cloud
AWS/GCP/Azure
20+BSS
60+Scrum
masters
30+CBS
70+Frontend
Engineering
Payment platforms
BSS transformation
Fintech solutions
Big data /AI/ML
IOT platforms
Self-Care solutions
RPA/DPAArchitecture blueprints
Cloud migrations
Legacy modernization
Managed services
DevOps
Analytics
55
104
30
5090
117
Nov-18 Nov-19
175
271
153
118
271
Nov-19
Data Science
Data Engineer
Data Analyst
Graduated
In Training
Digitisation & DevOps Skills at ADL640+ global pool of engineers with deep domain experience
© 2018. Proprietary & Confidential. All Rights Reserved.
Group-wide Best Practice Framework based on the 5 Cores, used as Foundational Building Blocks for Operational Excellence via Digitisation & Analytics
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Sales / DistributionCustomer Experience Enterprise Business
Organisation &
Culture*
(Modern,
Agile & Digital Organization)
Process Simplification and Digitization
Data Analytics** & Intelligence
3 4 9
5
6
8
Order to Activate Bill to Cash Trouble to ResolveAwareness to Consideration
Dynamic Spectrum
SharingOpen RAN
(Core) Network Function
Virtualisation (NFV)Hyper Broadband & Video 5G Ready
7
Advanced Dynamic
Segmentation
Process Automate Bots
(RPA)
BSS Modernisation
IT Modernization & DevOps
Marketing / Products1
New Product Dvpt.
(e.g. Digital-only
Products)
Digital GTM &
Operations
Enterprise Account
Management
Order & Change
Handling (e.g. Biz-care
web)
CEx Delivery
Management
Customer Satisfaction
Measurement
(e.g. tNPS)
Sales Channel
Management
Customer On-Boarding
(e.g. SIM Reg app)
Programme Element Examples Governance & Programme Management
Network Modernisation
AI & Machine LearningReal-time Data FeedsOpen API Core Micro Services
Omnichannel UI / UX
Back-end Processes (i.e. Finance, HR, etc.)
2
Knowledge Management
(Synapse)
Digitised Telco Model
(P&L)
Digital Telco Index
Benchmarking (DTI / dGCB)
Digitisation Expert Working
Group (EWG)
Product &
Services
External
Interfaces
Internal
Processes
Infrastructure &
Platform
Organisation &
Culture
© 2018. Proprietary & Confidential. All Rights Reserved.
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