Telstra Australia - InTelestage™ Case Study
How Australia’s biggest mobile operator increased campaign productivity three-fold...

The Business Challenge
Telstra Australia is the only communications company in Australia that can provide customers with a truly integrated telecommunications experience across fixed line, mobiles, broadband (BigPond™), information, transaction and search (Sensis™) and pay TV (FOXTEL). One of its major strengths in providing integrated telecommunications services is its vast geographical coverage through both their fixed and mobile network infrastructure. This network and systems infrastructure underpins the carriage and termination of the majority of Australia's domestic and international voice and data telephony traffic.

Prior to implementing InTelestage™, Telstra, like many mobile operators, was faced with two specific issues:

1. Lack of information - Prepaid subscribers are not required to provide personal information when joining the network making it difficult for operators to implement targeted marketing campaigns aimed at this notoriously fickle segment.
2. Anti-spam laws - New anti-spam laws were implemented in Australia restricting the number of promotional SMS’s operators could send to each subscriber.

Anne Bakker, Manager Prepaid Mobile Products, Telstra, said regarding the issues:
“Rather than take a blanket approach to marketing campaigns, we wanted to focus on personalised offers via the handset, based on the subscriber’s needs. However, all SMS campaigns were executed manually and the time and resources involved were exhaustive. Information had to be collected from different silos so we’d need to pull in technology people and then it would take three people a week and half to implement a single campaign.”


So Telstra implemented the InTelestage™ Solution...

Download the Telstra Case Study to find out how Telstra managed to automate two-way campaigns to boost recharges and reduce marketing costs using InTelestage™.