Machine Learning IntelligenceCustomer predictive analytics

– Ahmad Tantawy, HPE CMS WW Solutions Architect

– May 8, 2019

Technology will beembedded everywhere

Everyone and everythingwill be connected

Everything will be understood

We live in a world where everything computes

Digital Transformation is not a matter of choice for the CSPs

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65%Increase in monthly mobile traffic from 2014 to 2015*.

221x# of times average user checks their smartphone per day

Escalatingnetwork requirements

Increased consumer expectations

Eroding core revenue streams

$54Blost SMS revenue by 2016

1 BillionActive WhatsApp usersFebruary 2016.

New Monetization Models

CommunicationServices Provider

Digital Services Provider

TelcoDigital

*Source: Ericsson Mobility Report *Source: Tecmark*Source: Facebook *Source: Ovum: Counteracting the Social Messaging Threat

HPE Communications and Media SolutionsAccelerating success in the Digital Era

HPE CMS is an HPE business unit providing vertical solutions to the communications and media industry.

It groups a worldwide team of expertson digital transformation for telecommunications and media companies.

It has a catalogue of over 50 solutionsincluding software, support and consulting capabilities to enable digital transformation.

>30 Years of industry experience

>2,500 Active support contracts

>300 Customers worldwide

Machine learning based use cases

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HPE Communications and Media SolutionsAccelerating success in the Digital Era

Fraud & Risk Management

Network Service Assurance

Monetize with subscriber centricity

Machine Learning based use casesIntelligent Service Assurance

Machine Learning automaticallyfinds patterns in historical data to pinpoint unknown problems and reduce flows of alarms

HPE Intelligent Assurance automatically triggers proactiveactions on problems: CSPs can focus on business

HPE Intelligent Assurance

Network Service Assurance

Machine Learning based use casesML based Fraud Detection

Fraud & Risk Management

HPE Advanced Fraud Detection

Multiple machine learningalgorithms are used to analyzesubscribers usage and behavioracorss different network services.

Fraud managers are able detectand identify subscribers with similar behavior to known fraudsters and detect anomalies in behavior across any service.

Machine Learning based use casesCustomer Predictive Analytics

Monetize with subscriber centricity

“To be competitive today, we present more personalized offers to our subscribers. HPE Telecom Analytics gives Telefónica Colombia a consolidated view of subscribers across our network in real-time, so we can target new offerings that meet individual subscribers based on actual use.”

Roberto Puche, CIO, Telefónica Telecom Colombia.February 22 2017

HPE NBOAMachine learning algorithms continouslyanalyzing a rich customer centric data set toderive analytical insights into customer behaviorand needs.

Offer personalized promotions, at the righttime and using the right channel.

Marketing teams are able quickly act on market opportunities by managing recommendationsgenerated by the system with business priorities and market needs.

Customer Predictive Analytics

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Today’s competitive battle is for the subscriber relationship

Subscriber intimacy provides the competitive advantage

Access has become a commodity

2G/3G

MVNO

WiFi

4G/LTE

5G

Network virtualization

removes barriers to entry

NFV

Services are vaporizing

Subscribers will stick with services that change their lives

Customer centric marketingPromotions and recommendations

Planned purchase Unplanned purchase

• Purchases: High Value• Marketing action: Feature/ Benefit Awareness• Channel: Customer Care Centers

• Purchases: Medium Value• Marketing action: Timeliness of offer / Special deals• Channel: Next Best Offer / Inbound

• Purchases: Low Value• Marketing action: Call & ‘Window Shop’ all the offers• Channel: Smart Value IVR / Web Site

• Purchases: Low Value / Try & Buy Offers• Marketing action: Simple Offers with Quick Rewards• Channel: Next Best Offer / Smart IVR/ SMS

InformedDecision

ImpulseDecision

Traditional Campaign

Event-based Campaign

Next Best Offer

Next Best Offer

Has a Samsung Galaxy S8Used 10 MB of data but,with no bundles

Calls India every weekTalking for 30 minutes

Is highly mobileTraveling 3 countries, 45 cell sites a month

Traditional campaigningMultiple contacts made with customer proposing offers which may not suit the customer needs.

Navigator App

Data Festival (5GB)

Call Homefor Less

InternationalSavings

Get 2 GB data valid for 1 month for only 5$ ?Reply ‘2GB’

Get real time traffic info with our NAVIGATOR app today ! Reply ‘YES’

Our very lowest INTERNATIONAL calling rate for only 1¢ per second! Dial *99

Call over 100 countries starting from just 30¢ per minute! Just dial *98

Has a Samsung Galaxy S8Used 10 MB of data but,with no bundles

Calls India every weekTalking for 30 minutes

Is highly mobileTraveling 3 countries, 45 cell sites a month

Traditional campaigningMultiple contacts made with customer proposing offers which may not suit the customer needs.

Navigator App

Data Festival (5GB)

Call Homefor Less

International

Savings

Get 2 GB data valid for 1 month for only 5$ ?Reply ‘2GB’

Get real time traffic info with our NAVIGATOR app today ! Reply ‘YES’

Our very lowest INTERNATIONAL calling rate for only 1¢ per second! Dial *99

Call over 100 countries starting from just 30¢ per minute! Just dial *98

Customers start treating offers as SPAM, not viewing or opting for any.

Customer approached multiple times creating confusion and bad customer experience.

Customers opt for offers not best suited to his needs may lead to churn.

Customers opts for offers that are unaligned with business strategy and priorities.

Next Best Offer MarketingSelecting the right offer for each customer requires incorporating likelihood, impact as well as various business priorities and constraints all at once

Offer

Data Festival

(5 GB)

Navigator

App

International

Savings

Call Home

for Less

Uptake Likelihood

53%

12%

28%

34%

Upside on Uptake

+$1.25($0.66 Expected)

+$6.25($0.75 Expected)

+$6.75($1.89 Expected)

+$3 ($1.02 Expected)

Strategic Priority

1

2

3

4

Rank

Next Best Offer MarketingPrioritize offers for each customer - available for multiple channels: CSR, USSD and more.

OfferRank

1

2

3

4

International

Savings

Call Home

for Less

Navigator

App

Data Festival

(5 GB) Increased customer interest and responseDecreased average handling timesCall center becoming a center of excellence

Sir, I would recommend our “International Savings”

offer…

Next Best Offer MarketingRight-time, contextual, personalized promotions

Individualized Prioritization

1

2

3

4

International savings

Call Home for Less

Navigator App

Data Festival (5 GB)

Real-time, customer-initiated, relationship-driven engagement 10 x more success than traditional outbound sales channels (Gartner)

Profile

Location

Usage data

Marketing interactions

Predictive Analytics

Realtime complex event

processing

Identify the offerings that the individual customer is most likely to like

Two-way SMS

Welcome abroad. For a week of mobile

data at $25,reply TRAVEL to enroll.

Thank you

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