The challenge

The need to build lasting and profitable relationships with subscribers presents an enormous challenge for mobile service providers in a saturated market that is rife with competition. In some markets a growth in pre-paid business is compounding the problem, preventing customer lock-in.

Maturing markets limit new sales opportunities. Mobile operators must increase revenues by focusing on their current subscribers including pre-paid customers. Averting defection to a rival provider means being able to monitor and pre-empt customer behaviour with well-timed campaigns at discrete stages of the customer lifecycle.

Cost and complexity are the main barriers to effective customer lifecycle management. Outbound calls typically cost between $4 and $8, making this approach viable for high-value customers only. And the need to track customer behaviour and trigger relevant communication at the appropriate lifecycle stage places huge demands on systems and marketing resources.

The market urgently needs a solution that removes these barriers to long-term profitability.


The solution

Business Logic Systems provides the only truly effective end-to-end solution for Customer Lifecycle Management in the mobile market. Quite simply, it opens up new possibilities by offering two major advantages over alternative solutions in the market-place:

• Our solution is designed to work alongside existing CRM, data warehouse, billing and prepaid IN platforms. Our extensive integration capability allows the delivery of fully-automated campaigns that do not compromise existing business processes.

It allows marketers to use SMS communications to create an effective two-way dialogue with customers for personalised marketing campaigns

• Our solution will scale to include high, medium and low value subscribers.

Marketers can easily manage the entire customer lifecycle from the desktop, using our easy-to-use graphical interface, without involving multiple departmental groups. Our software allows mobile network providers to:

• Build customer intelligence and create micro segments based on usage patterns, demographic, preferred touch points and take-up of campaigns
• Automatically identify the right time to target customers with appropriate promotions
• Hone the offers and services presented to customers
• Trigger these actions automatically
• Run hundreds of campaigns concurrently to multiple micro segments of the customer base

The Business Logic advantage

Mobile operators choose Business Logic Systems for their customer lifecycle 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 (i.e. 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