Case Studies

How Australia’s biggest mobile operator increased campaign productivity three-fold
Telstra uses InTelestage Campaign Management solution to automate marketing processes


Challenge
Mobile operators are faced with the constant challenge of increasing subscriber retention and building long-term loyalty with their prepaid subscriber base. Telstra was faced with two specific issues:

• 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.
• Anti-spam laws
  New anti-spam laws were implemented in Australia restricting the number of promotional SMS’s operators could send to each subscriber.

“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.” comments Anne Bakker, Manager Prepaid Mobile Products, Telstra.

Solution
Telstra implemented Business Logic Systems’ InTelestage Campaign Management, from the End-to-End Campaign Lifecycle Toolkit, the only solution that enables operators to run fully-automated, targeted, two-way SMS marketing campaigns from the desktop:

• Subscribers were invited to opt-in to the campaign via SMS and were then rewarded with a 10% bonus every time they recharged $30 or more.
• The automated solution responds to pre-set criteria and triggers a response thanking the subscriber immediately after they recharge. The reward is then automatically applied to the subscriber‘s account.

Results
The InTelestage Campaign Management solution was a success on two key counts:

• Significant increase in recharge rates
  The campaign was so effective that Telstra is not running any TV advertisements aimed at the prepaid market, choosing to simply communicate with prepaid subscribers via targeted SMS communication.
• Cost savings and competitive advantage
  Automated processes meant that Telstra was able to implement campaigns with fewer resources and at a greater speed than its competitors.

“It’s amazing how quickly and easily we can create new campaigns,” Bakker enthuses. “In a competitive prepaid market it is essential for us to be able to react quickly to changes in subscriber behaviour. Before the process was lengthy and resource intensive. With InTelestage Campaign Management we have been able to streamline our marketing processes and now it’s all very simple and straightforward.”

Download the Telstra case study PDF below
Find out more about this campaign and how you can use automated two-way campaigns to boost recharges and lower your marketing costs.
BLS - Telstra Case Study 09 (224k)

An End-to-End Prepaid Campaign Solution
Find out how to automate the end-to-end marketing process with our End-to-End Prepaid Campaign Lifecycle Toolkit >