7th prepaid mobile summit presentation by Abhay Doshi
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Transcript of 7th prepaid mobile summit presentation by Abhay Doshi
Abhay Doshi, Sr.Director – MarketingFlytxt
Copyright © 2011 Flytxt B.V. All rights reserved
• Operator’s key subscriber challenges in emerging markets
• Structured Marketing Effort for enhancing prepaid revenue
• Key focus areas for operatorsUp-sell/Cross-sellChurn Management/LoyaltyRetention
• Role Played by an Integrated marketing Technology
• Impact Based Revenue Model for campaign management
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Falling Prepaid ARPU
Competitive Pressures & Tariff WarsOTT Options hitting SMS revenue
Subscriber ChurnMultiple Options to Choose from
Availing Benefits of Multiple OperatorsDynamically Changing needs & preferences
Time to Market Faster Cycle to promote and sellRetailer Incentives
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Streamline Marketing Process◦ Subscriber Data Centralization◦ Comprehensive Marketing Functionality◦ Campaign Automation
Enhance Service Revenue◦ Churn Management◦ Loyalty Management◦ Service Up-take & Revenue Enhancement
Generate new revenue via Mobile Advertising◦ 3rd Party Brand Advertising◦ Monetization of Touch Points◦ Location Based Services
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Increase Tertiary Revenues
Retailer Campaigns
Device Acquisitions
Subscriber Inductions
Optimize Channel Mix
Increase Product Purchase Frequency & Amount
Retain High Average Balances
Influence Service Uptake
Increase Service Usage
Improve Net Incremental Revenues
Churn Prediction Management
Loyalty & Retention Programs
Service Personalization
Recommendations
Intent Marketing
Mobile Advertising
Acquisition Marketing Product Marketing
Customer Life Cycle Innovations
Copyright © 2011 Flytxt B.V. All rights reserved
Integrated◦ Every Step is automated◦ Telco Systems integrated in
real-Time
Usable◦ Single Web Interface◦ Real-Time Reporting
Scalable◦ Central Control◦ Distributed Users◦ Carrier Grade
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Past Average
> 25% drop
Immediate Offer
‘Trip wires’ – Detect behavioral Changes immediatelyChurn Risk dramatically reduces with Immediate Action
Copyright © 2011 Flytxt B.V. All rights reserved
Region Retailer ActivationsX a 1000 b 800 c 1200 d 1100Y A 5000 B 4500 C 3500 D 4800Z g 3000 h 2000 i 2200
Retailer Subscriber
Activation
Operator
Benefits
Retailer BenefitsNo. of ActivationsSelect High Activation Retailers
Campaigns for Retailersc, d in XA , B in Yg in Z
Subscriber BenefitSubscriber Reward on value
Retailer BenefitOn Each TransactionOn Subscriber Value
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Marketing Agility
Str
uct
ure
d M
ark
eti
ng
Subscriber Focused Marketing Innovators
Chaotic Marketing Product/Service Focused
Address Subscriber Preference
Address Time to Market
Address Both
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Generates Incremental Revenue
Increases Marketing Agility
High ROI and Low TCO
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W
Operator Revenue Overview – Before Flytxt & After Flytxt
Z Y X
Voice RevenueVoice Revenue VAS RevenueVAS Revenue Data RevenueData Revenue Other RevenueOther Revenue
Y + BX + A
Revenue Without Flytxt
Revenue With FlytxtZ + C W + D
•A+B+C+D is the incremental revenue
•Reduces CAPEX burden on operators.
•Onus on Generating Incremental Revenue on Flytxt.
•Flytxt Marketers work with operator marketers to generate incremental revenue
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Flytxt is included as a sample vendor for Real-Time Customer Offer Engines in the Gartner Hype Cycle for Communications Service Provider Operations, 2010. Source: Gartner, “Hype Cycle for Communications Service Provider Operations, 2010" Norbert J. Scholz
Flytxt Mentioned as a sample vendor in Convergent Communications Advertising Platforms Source: Gartner, “Convergent Communications Ad Platforms” - Jean Claude Delcroix
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