USING BIG DATA TO EXPAND MOBILE MONEY SERVICES

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Juliet Russell
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1 USING BIG DATA TO EXPAND MOBILE MONEY SERVICES A FOCUS ON THE HOW M60 Africa Cape Town 7 October 05 Copyright 05

2 AGENDA. Transforming into impact. Case Study - How to deploy agents based on science. Lessons learnt

valuable that can be analysed to gain granular market knowledge Using to expand mobile money

3 > TRANSFORMING DATA INTO IMPACT Mobile Money operators are sitting on a gold mine that can be leveraged to grow CDR, transactional, agent registration forms and KYC users forms are extremely valuable that can be analysed to gain granular market knowledge Using to expand mobile money services: Commercial strategy - where to grow? Agent management how to win? Fraud / risk what suspicious transaction exist?

4 AGENDA. Transforming into impact. Case Study - How to deploy agents based on science. What is it and how is it structured?. How to build it. Lessons learnt

5 > HOW TO DEPLOY AGENTS BASED ON SCIENCE > CONTEXT The go-to-market tool has initially been developed to help mobile money operator design successful agent network. The methodology can be used to answer several other questions What? How to design a successful agent network? How many agents are required by BTS Where? The project was conducted in two countries: Chad Mali How? Developed a geo-marketing go-to-market tool, based on -analytics The output of the project is a tool that can be developed by nonspecialist, which is easy to use, flexible, software agnostic 5

How many agents are required by BTS Where? The project was conducted in two countries: Chad Mali How?

The output of the project is an easy to use, flexible, software agnostic

6 > HOW TO DEPLOY AGENTS BASED ON SCIENCE > THE GTM TOOL > WHAT IS IT AND HOW IS IT STRUCTURED? The output of the project is an easy to use, flexible, software agnostic tool that can be developed by non-specialist The same can be analysed on maps or on an Excel tool Interactive maps Data file 6

7 AGENDA. Transforming into impact. Case Study - How to deploy agents based on science. What is it and how is it structured?. How to build it. Lessons learnt 7

8 . THE GTM TOOL > HOW TO BUILD IT > OVERVIEW The Go-to-market tool can be developed using internal & open-source external, by a small team, in - weeks and at an affordable cost Data Team & Skills Time Cost Mix of internal & opensource external Country macro-, Transactional, Telco CDR, BTS location, Agent s profile, Etc. Team business / marketing technical / Bus. Intell. Skills Basic/intermediate Python, SQL, GIS - weeks of work by the dedicated team can be enough to develop the tool Affordable cost CartoDB account: 9$ / month Powerful computer Team salary 8

9 . THE GTM TOOL > HOW TO BUILD IT > PROCESS REVIEW Four steps are required to develop the go-to-market tool: collect, format, analyse and visualise the Collect Format Analyse Visualise. Transactional. Value segmentation. Market penetration. Excel files. Agent & users registration. Location segmentation. Competitive environment. Interactive maps. Telco CDR. Usage. BTS location.5 Country macro- xx xx Done by technical Done by business 9

Value segmentation. Market penetration. Excel files. Agent & users registration. Location segmentation.

10 External Internal. THE GTM TOOL > HOW TO BUILD IT > COLLECT DATA > INTERNAL DATA Internal is the baseline of the work. It can be collected easily within the company Collect Format Analyse Visualise Data Transactional Registration Master agents / agent structure CDR BTS/CellID coordinates Administrative Area shapes & Population NASA Night Light Maps Cash-in Cash-out PP Merchant Bill payment Voice ARPU SMS ARPU Data ARPU Registration date information Link between each agent and his master agent BTS GPS coordinates Macro-economical 0

structure CDR BTS/CellID coordinates Administrative Area shapes & Population NASA Night Light Maps Cash-in Cash-out PP Merchant Bill

11 External Internal. THE GTM TOOL > HOW TO BUILD IT > COLLECT DATA > SHAPES Administrative Area shapes & road shapes are used to compute at specific levels Collect Format Analyse Visualise Data Transactional Registration Master agents / agent structure CDR BTS/CellID coordinates Administrative Area shapes & Population NASA Night Light Maps Macro-economical Source: The Humanitarian Data Exchange

to compute at specific levels Collect Format Analyse Visualise Data Transactional Registration Master

12 External Internal. THE GTM TOOL > HOW TO BUILD IT > COLLECT DATA > NASA In our case study, we needed to collect NASA maps to define urban & rural boundaries Collect Format Analyse Visualise Data Transactional Registration Master agents / agent structure CDR BTS/CellID coordinates Administrative Area shapes & Population NASA Night Light Maps Macro-economical ection/grump-v

to define urban & rural boundaries Collect Format Analyse Visualise Data Transactional Registration

13 External Internal. THE GTM TOOL > HOW TO BUILD IT > COLLECT DATA > MACRO DATA Macro can be collected from various sources to ensure a good knowledge of the country economy Collect Format Analyse Visualise Data Example of macro- in Chad Transactional Registration Master agents / agent structure CDR BTS/CellID coordinates Administrative Area shapes & Population NASA Night Light Maps Macro-economical Legend: Source: Altai Consulting Analysis Mines Industries Oil Agriculture Trade Border Crossing

knowledge of the country economy Collect Format Analyse Visualise Data Example of macro- in Chad Transactional Registration

14 . THE GTM TOOL > HOW TO BUILD IT > PROCESS REVIEW Four steps are required to develop the go-to-market tool: collect, format, analyse and visualise the Collect Format Analyse Visualise. Transactional. Value segmentation. Market penetration. Excel files. Agent & users registration. Location segmentation. Competitive environment. Interactive maps. Telco CDR. Usage. BTS location.5 Country macro-

Transactional. Value segmentation. Market penetration. Excel files. Agent & users registration.

15 Agents are segmented based on their monthly cash-in and cash-out transaction value Collect Format Analyse Visualise Value segmentation output Successful Higher tercile of agent with transaction value > 0 Active Medium &lower tercile of agent with transaction value > 0 Dormant Agents with transaction value = 0 5

Higher tercile of agent with transaction value > 0 Active Medium &lower

. THE GTM TOOL > HOW TO BUILD IT > FORMAT DATA Four steps are required to assign each agent as urban or rural Collect Format Analyse Visualise Define urban settlements based on night lights Define

16 . THE GTM TOOL > HOW TO BUILD IT > FORMAT DATA Four steps are required to assign each agent as urban or rural Collect Format Analyse Visualise Define urban settlements based on night lights Define the influence circle of each urban settlement Geo-localise each BTS Geo-localise each agent 5km Urban Rural BTS Source: NASA GRUMP 5km radius circle (0km for capital) Source: internal MSISDN is connected to a main BTS 6

influence circle of each urban settlement Geo-localise each BTS Geo-localise each agent 5km Urban Rural

17 . THE GTM TOOL > HOW TO BUILD IT > PROCESS REVIEW Four steps are required to develop the go-to-market tool: collect, format, analyse and visualise the Collect Format Analyse Visualise. Transactional. Value segmentation. Market penetration. Excel files. Agent & users registration. Location segmentation. Competitive environment. Interactive maps. Telco CDR. Usage. BTS location.5 Country macro- 7

18 . THE GTM TOOL > HOW TO BUILD IT > ANALYSE DATA A very large range of KPI can be calculated, based on the team s need Collect Format Analyse Visualise Market penetration = Number of active mobile money users in an administrative area Official population in the same administrative area Competition intensity = Number of active mobile money users in an administrative area Number of mobile money agents in the same administrative areas Usage = By cross-referencing cash-in, cash-out, PP, merchant payment, etc. with context-specific figures, such as the presence of economic hotspots, mines, oil fields, migration routes, distance to main cities, border crossings, etc., Others = The range of KPI that can be calculated is very wide 8

administrative area Number of mobile money agents in the same administrative areas Usage = By cross-referencing cash-in, cash-out, PP, merchant payment, etc.

19 . THE GTM TOOL > HOW TO BUILD IT > PROCESS REVIEW Four steps are required to develop the go-to-market tool: collect, format, analyse and visualise the Collect Format Analyse Visualise. Transactional. Value segmentation. Market penetration. Excel files. Agent & users registration. Location segmentation. Competitive environment. Interactive maps. Telco CDR. Usage. BTS location.5 Country macro- 9

20 AGENDA. Transforming into impact. Case Study - How to deploy agents based on science. Lessons learnt 0

21 . FORWARD LOOKING No need to be Google to do analytics Start with asking what are the key strategic questions, not what could be the best tool to use Big analytics should be lead by the business, not the opposite It doesn t require strong investments nor top level specialists As the business and KPIs evolve quickly, your approach must remain flexible 5

22 Thank you

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Sweating Digital Assets Analytics Way Deploy a data-driven marketing approach to improve service consumption October 2014 Copyright 2013 Comviva Technologies Limited. All rights reserved. 1 Agenda Growth