CIOTechOutlook >> Magazine >> September - 2016 issue

MAHINDRA COMVIVA: Redefining Customer Value Management through Big Data Analytics

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With the rise in smart phones and connected devices, subscribers are constantly connected to networks through voice, text, and other interactions. This has led to an upsurge in the amount of data- both structured and unstructured; and telecom companies are as a matter of fact, sitting on a gold mine of data. Yet, relatively few of those that have adopted big data architectures and analytics technologies have pushed aggressively enough to profit from them significantly.

Helping operators leverage their big data assets is Mahindra Comviva. The New Delhi headquartered company offers MobiLytix Suite that provides operators with actionable insights needed for designing highly innovative offerings thus generating new revenue streams. The platform provides operators with a deeper understanding of user requirements which helps in improving user experience at every stage of the customer journey through highly personalized campaigns that are delivered in real time environments. “With the help of our solutions, the operator is able to capture user interaction in real time, with each instance of the interaction triggering communication threads, which are both contextual as well as personalized according to user needs and requirements. Moreover, we provide operators with an Omni channel mobile application platform, for mobile-phones, which helps us to ride the smartphone wave, driving channel agnostic solutions via SMS email, USSD and web application browsers,” says Amit Sanyal, AVP & Head of Consumer Value Solutions Business.

MobiLytix – Offering a Bouquet of Features to Sync Operator with Customer
MobiLytix showcases features like IRIS that helps retailers synchronize with customer interactions, WinBack that helps to arrest customer dormancy, IEOCN that provides new monetization opportunities and Campaign Management that helps in delivering contextual offers. “MobiLytix is well capable of solving various “what if” marketing scenarios by leveraging analytics,” adds Amit. “We provide operators with a predictive analysis platform that enables the operator to extrapolate user requirements into the future based on innumerous dynamic variables,” he continues. The company’s MobiLytix Churn Prediction engine aggregates subscriber usage data from transactional call data records, recharge records, billing systems and VAS service usage records, thus helping in micro-segmenting customers based on transactional and usage characteristics on the network. This information is then leveraged by the engine to ensure management of customer churn by proactively identifying customers who are most likely to churn so that the operator’s business team can target these customers with highly relevant promotions; thus optimizing usage and enhancing revenues per customer. Similarly, the MobiLytix Retailer Loyalty Solution allows marketers to run high-quality and advanced loyalty programs of different scales that ensure both the partner’s brand loyalty and proportionate sales share while the Subscriber Loyalty Solution enables marketers to launch a subscriber-specific loyalty program to maximize sales, brand engagement and loyalty.
Furthermore, MobiLytix helps operators gain a better understanding of customer behavior, their service usage and preferences which help in creating better customer experiences through each and every stage of the customer journey. Similarly, MobiLytix Next Best Offer (NBO) captures a customer’s usage patterns and interactions in real-time to enable operators in providing a personalized recommendations for a compelling subscriber experience. Based on the customer’s behavioral patterns, the solution recommends the best offer. Moreover, the solution effectively manages the marketing activities surrounding the operator’s ecosystem thus enabling higher product and plan uptake. The MobiLytix Digital Care solution on the other hand provides a seamless Omni-channel experience through a rapid application development platform across digital e-care on applications, website and social platforms. This facilitates for a fastest go-to-market by enabling across all digital platforms, devices and operating system from the first day itself. Along the same lines, Mahindra Comviva helps operators to realize a smooth transition to cloud based environment by seamlessly providing the necessary handholding during the initial phase of the deployment. The company aids operators to reduce TCO, decrease deployment cycles and reduce operation and maintenance costs. Moreover, the company facilitates a faster rate of Time to Market (TTM) an attribute that registers the fate of the operator in the competitive markets of today.
Having created a niche for itself in the Customer Value Management (CVM) domain, MobiLytix helps Mahindra Comviva bring in the philosophy of ‘investing in continuous innovation by keeping in view the dynamic nature of the markets today’ to action in all operator – customer relationships thus helping drive customer value. “With our deep understanding of the telecom landscape, we understand operator requirements more than anybody else. For instance, our solution IRIS unifies retailer and subscriber recharge processes to provide a seamless experience resulting in personalized offers for the subscriber, proportionate incentives for the retailer and incremental revenues and growth for the operator,” adds Amit.

Plotting a Successful Growth Chart
Leveraging over 15 years of industry expertise in business analytics and processes, Mahindra Comviva has been successfully delivering solutions to 110 plus MNOs in 90 countries. Showcasing a flexible business rules and models while bringing in essential tools, people and processes to the table to support the implementation and day to- day management of operations, Mahindra Comviva sure displays a deep understanding of the telecoms environment and customer behavior. Having won awards in 2016 like the Smart Card & Payments Awards and the GTB Innovation Awards, the company is also the proud recipient of the Kalahari Awards and the Aegis Graham Bell Awards.

Enjoying a favorable position to move into the business of tomorrow that will be driven by mobile money analytics, social analytics and other allied businesses in the telecom space, the company firmly believes that the next wave of transformation will be heralded by the evolution of the mobile money landscape using big data analytics. Envisaging being the leading experts in the analytics field with substantial capabilities in predictive, prescriptive as well as descriptive analytics necessary for simplifying business complexities, Mahindra Comviva treads sure footed in the Big Data Domain.

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