FLYTXT: ANALYTICS SOFTWARE SYSTEMS

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1 NBED Title in sentence case analysysmason.com COMPANY PROFILE FLYTXT: ANALYTICS SOFTWARE SYSTEMS ATUL ARORA AND JUSTIN VAN DER LANDE

2 Company summary Flytxt is a software product company that provides big data analytics solutions to communication service providers (CSPs) worldwide. Its product portfolio includes platforms, applications, consultancy and big data managed services solutions. The company has a significant customer base in emerging economies of Asia-Pacific (APAC) and Africa. Flytxt has group level framework agreements with MTN and Airtel. Other customers with multi-country presence include, Vodafone, Etisalat and Axiata. Flytxt portfolio includes internal and external monetization solutions to increase current revenues, reduce churn, improve customer experience and generate new revenue streams. These solutions are driven by their analytics capabilities and platforms. The company has a flexible business model when engaging with their customers, including licensing and impact based revenue share models. This enables them to offer commercial off the shelf (COTS) products as well as consulting and execution services to help clients benefit from the technology. This profile focuses on the analytics solutions offered by Flytxt for both internal as well as external monetisation of customer data that is collected by the operator. Figure 1: Flytxt company facts [Source: Analysys Mason, 2015] Founded 2007 Offices Employees 350+ Regional focus Revenue Corporate Customers Selected key customers Partnerships Company Status Headquarters in Amsterdam, Netherlands. Offices in Dubai, Mumbai, Trivandrum, Nairobi and Dhaka. Worldwide N/A More than 50 CSPs worldwide Vodafone, Airtel, MTN, Idea, Etisalat, Warid Telecom, Robi Axiata, Banglalink, Grameenphone EMC 2, IBM, Intel, Oracle and VoltDB Private Company 2

3 YoY growth rate Flytxt: analytics software systems Company summary: financials Flytxt has demonstrated strong overall revenue growth during the last 3 years. It has won multiple deals with Tier 1 CSPs in Asia-Pacific (APAC) and Europe, Middle-East and Africa (EMEA) region particularly in the Indian sub-continent and African markets. This is reflective of the fact that the market segment of contextual marketing using analytics system is still maturing. It has gained significant penetration in pre-paid dominant markets where the propensity to churn is higher, with low loyalty to CSPs. Moreover, these solutions for contextual marketing are starting to gain traction in the post-paid markets as well.* The company derives equal revenues from both APAC and EMEA regions. Furthermore, Flytxt currently has most of its deployments with mobile operators. For Flytxt, the majority of the revenue comes from their products sales, accounting for 75% of the revenue. The remaining 25% comes from product related services, that is, revenue from the installation and configuration of supplied software products. The revenue generated from consulting and big data managed services is considered part of professional services. Figure 3: Flytxt s year-on-year revenue growth, worldwide, % 100% 80% 60% 40% 20% 0% Figure 2: Flytxt s analytics revenue distribution by region, worldwide, % Total revenue: N/A 50% Source: Analysys Mason APAC EMEA *For further information, read Analysys Mason s Context-Aware Marketing Systems Enable CSPs To Generate Additional Revenue report, published February Source: Analysys Mason 3

4 Strategic direction Flytxt will continue to serve the markets they are established in, that is, Indian sub-continent of APAC and African region of EMEA. They will aim to further expand into other regions of the world, including, the mature markets of NA and Western Europe. The company will continue to introduce new, innovative use cases and analytical models, within their portfolio, for both internal and external monetisation. Figure 4: Flytxt s analytics revenue distribution by sector, worldwide, 2013 Total revenue: N/A Mobile Currently, the majority of the revenue comes from sales and services of its mature product NEON, that CSPs marketing teams use to enhance revenues and customer experience. The company will aim to maintain its relevance and growth. 100% Source: Analysys Mason There will be increased focus on expanding their external data monetisation product QREDA which has started gaining traction among Tier-1 CSPs. Figure 5: Flytxt s analytics revenue distribution by products and services, worldwide, 2013 Flytxt will extend its analytics capabilities by launching new products and services, to support CSPs generate incremental revenue from both consumer and enterprise clients. The company, moving forward, will aim to establish innovative business models by working with their CSP clients, using telecom subscribers data, to add new revenue streams for CSPs. 25% Total revenue: N/A 75% Products Services Source: Analysys Mason 4

5 Analytics business overview Figure 6: Flytxt s analytics portfolio Source: Flytxt

6 Product summary [1] Figure 7: Flytxt s analytics products [Source: Analysys Mason, 2015] Solution Flytxt NEON Products and features Flytxt s NEON is a big data analytics platform that improves revenue generation and customer experience for CSPs. Flytxt packages a set of applications with the platform, that utilise the analytics and actionable insights providing capability of the platform, to serve multiple scenarios for CSPs. This includes real-time reporting, campaign management and subscriber experience management. CLV Max Customer Engager Intent Management Loyalty Management Insight API Smart-board I-View The CLV Max application aims at enhancing revenues for CSPs. It offers workflows for running campaigns for up- and cross-sell, contract upgrades, new services adoption and churn management. The NEON Customer Engager application enables CSPs to launch real-time, on-trigger customer experience enhancement programs to segmented group of customers. This application aims at personalisation of service and content for individual customers by creating segment of one and next best offers. It enables touch point personalisation and intent revival to ensure continued loyalty to the CSP. NEON loyalty management application targets increase in loyalty of customers by rewarding them. It enables CSPs to offer bonus points and rewards to customers. The Insight API application offers actionable packaged analytics capabilities that Operators can deploy for internal purposes. At the same time, they have the ability to share KPI, insights and recommendation generated by the application with any 3rd party system in the telco ecosystem. Smart-board application offers strategic and operational dashboards to CSPs for internal assessment and monitoring purposes. The application supports CSPs gain operational intelligence, and gain actionable insights. NEON I-View is customer focused application that enables CSPs to offer their customers multiple capabilities, such as personal analytics, self care and offer recommendation. 6

7 Product summary [2] Figure 8: Flytxt s analytics products [Source: Analysys Mason, 2015] Solution Flytxt QREDA Products and features Flytxt s QREDA is a platform that enables CSPs to add and create new revenue streams by monetising the insight generated from analysis of customer data. It ensures subscriber privacy by converting Personally Identifiable Information (PII) to Non-PII. Thus, allowing CSPs to generate revenue by sharing subscriber insights to third parties through a Preference, Permission and Privacy (PPP) model. The platform offers targeted reach to operators touch points and OTT publisher inventory for access by third party. It can act as a bridge to connect to multiple QREDA deployments, thus creating a ad market place. Precision Ad Server Insight API The Precision Ad Server transforms CSPs to media owners and enables them to offer a self serving platform for brands and agencies to do multi-channel targeted advertising. The Insight API application offers actionable packaged analytics capabilities that Operators can deploy for internal purposes. At the same time, they have the ability to share KPI, insights and recommendation generated by the application with any 3rd party system in the telco ecosystem. 7

8 Significant customers Figure 9: Flytxt s significant customers [Source: Analysys Mason, 2015] Customer Country Scope Vodafone Airtel MTN Robi Axiata, Banglalink, Grameenphone Etisalat Idea Hutch Aircel India, Mozambique (Vodacom) Africa MEA Bangladesh Afghanistan India Srilanka India Flytxt internal monetisation solution executes all the real-time on-trigger marketing campaigns for Vodafone across India. Intent Management application was also deployed to deliver personalized offer recommendation over customer care touch point. In Vodacom, NEON platform is driving campaigns for revenue enhancement and customer retention. Flytxt has a group framework agreement with Airtel to run campaigns targeted at improving data penetration, increasing the uptake of mobile money service, activating sleeping base, stimulating usage and recharge and enhancing customer loyalty across Opcos. MTN Group has also signed a Group Framework agreement, Flytxt platforms drive real-time event driven contextual customer engagement campaigns for enhancing revenue and reducing churn. Flytxt external monetisation solution is deployed with multiple operators in Bangladesh, Through these deployments, Flytxt is creating a ad market place in Bangladesh delivering superior reach and consumer insights to brands/advertisers leveraging operator assets of data and customer reach. Flytxt Internal monetisation solution is deployed along with Marketing Consulting services for maximizing customer lifecycle value External monetisation solution is deployed with Idea to enable them extend their inventory and consumer insights to brand/advertisers for multi-channel mobile advertising Flytxt solution is deployed to drive customer engagement; innovative customer retention programs for Multi-SIM market and location analytics driven retailer stimulation programs Internal monetization solutions and services offered to run marketing programs covering more than 80% of their base across India; generating incremental revenue by making better use of up-selling/cross-selling opportunities across customer lifecycle 8

9 Analysis: strengths, weaknesses, opportunities and threats STRENGTHS Flytxt has a strong presence in emerging markets of APAC and EMEA Indian sub-continent and Africa in particular. It has a mature set of offerings and require minimum customisation during deployments at CSPs. The company has a wide range of API sets that enables them to integrate with existing systems at CSPs, easily. Impact based Revenue Share business model OPPORTUNITIES The company has CSP customers that have international operations. This offers them the opportunity to expand their deployments to other operations at these CSPs. As demand for data monetisation both internal and external increase, Flytxt is in a good position to leverage the opportunity, with the product set they have. The company has the opportunity to expand their operations in other pre-paid dominant markets, such as Latin America. WEAKNESSES Lack of deployment in mature markets. Regulatory restrictions on use of customer data for monetisation purposes may hinder Flytxt s business growth. Lack of local delivery staff may limit their ability to win new business. THREATS Flytxt may face competition from other specialist vendors that offer similar big data analytics solution. Large vendors are also entering the market segment which may make it even more challenging for Flytxt to expand their operations in mature markets. CSPs may find selling customer data for external monetisation difficult, due to regulatory and commercial restrictions. This may limit Flytxt s business growth. 9

10 About the authors Atul Arora (Research Analyst) is a member of Analysys Mason s Telecoms Software research team and contributes to the Analytics Software Strategies, Customer Care and Digital Economy Software Strategies programmes. His areas of interest include omni-channel customer care, context-aware analytics and digital enablement. Atul joined Analysys Mason in 2013 after working as an intern analyst in the telecoms sector for a year. He has worked on a range of projects focused on telecoms verticals, cloud services and mobile services in emerging markets. He holds a bachelor's degree from Jaypee University (India) and a Master's degree in neuroscience from University College London. Justin van der Lande (Principal Analyst) leads the Analytics Software Strategies, Customer Experience Management Software Strategies and CSP IT Strategies research programmes, which are part of Analysys Mason s Telecoms Software research stream. He specialises in business intelligence and analytics tools, the functionality of which cuts across all of the research programmes in this area. He also provides project management for large-scale projects within our Telecoms Software research. Justin has more than 20 years' experience in the communications industry in software development, marketing and research. He has held senior positions at NCR/AT&T, Micromuse (IBM), Granite Systems (Telcordia) and at the TM Forum. Justin holds a BSc in Management Science and Computer Studies from the University of Wales. 10

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