The challenge

Creating highly targeted campaigns to different micro segments of the base is becoming an important day to day process for many operators. The challenge is that despite a number of generic technical solutions, the challenge of linking data from different sources and getting different departments to work together quickly and effectively is a marketer's nightmare.

It is not uncommon to find mobile operators that still do not have a seamless method of quickly creating and implementing highly targeted two way communications with their customer base, despite significant investment in time and money.

Mobile customers today have high expectations. Well aware of the highly competitive, saturated market, and the impact of the economic dip, they now demand more for less, happy to switch providers if their needs are not met. The more valuable the customer, the more power they expect to be able to wield in commanding ever more attractive deals.


The solution

Business Logic Systems’ full-featured InTelestage™ Campaign Suite enables mobile operators to manage their marketing campaigns holistically. This is a cost-effective way of enhancing the overall impact on customer retention and ARPU.

Importantly, this solution is made up of a number of specific modules ensuring an operator can buy either a complete solution or parts of the solution to fit in with their existing applications and investments.

Recognising that some customer groups are worth more effort, or need different handling to get the best response, the application suite allows operators to drill down and segment subscribers, by network usage patterns, and other behaviour.

To enable network providers to enjoy rapid benefits, Campaign Suite includes a series of pre-defined customer profiles:

• Unprofitable subscribers (for example, depending on recharges)
• Standard profitable subscribers (for example, depending on recharges)
• High profitable subscribers (for example, depending on recharges)
• Top profitable subscribers (for example, depending on recharges)
• Active subscribers
• Inactive customers
• Dormant customers
• No recharge

Additional, customised profiles and segments can be generated easily too.

Campaign Suite enables marketing departments to access, analyse and act upon customer event data, in real time, to create a continuous closed loop campaign process. Multiple, concurrent campaigns can be pushed out to highly-targeted micro-segments, creating an interactive, two-way dialogue with customers via their preferred communication channel.

Customer communications are managed using a number of communication templates for email or SMS messages that will be sent to customers targeted by a campaign.


The Business Logic advantage

Mobile operators choose Business Logic Systems for their campaign and loyalty management needs because:

• Our clients are up and running in just a few months, not years
• Of our interoperability with existing applications
• We manage the interface between multiple communication gateways (MMS, SMS, email, call centre etc), in recognition that subscribers have different preferred communication channels
• We can connect the operator’s communication channels to their billing platform to create an automated reward and bonus fulfilment mechanism (ie creating a new sales channel)
• We are experts at handling huge volumes of data • essential when handling real-time behavioural data
• We provide all of the underlying technology, products or solutions
• We are experts specifically in the telecoms market