CONTEXT-AWARE MARKETING SYSTEMS ENABLE CSPs TO GENERATE ADDITIONAL REVENUE

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1 RESEARCH STRATEGY REPORT CONTEXT-AWARE MARKETING SYSTEMS ENABLE CSPs TO GENERATE ADDITIONAL REVENUE ATUL ARORA AND JUSTIN VAN DER LANDE analysysmason.com

2 About this report This report analyses communications service providers (CSPs ) marketing processes, and recommends that CSPs deploy nextgeneration marketing solutions in order to deliver personalised marketing campaigns. It provides an analysis of the benefits of context-aware marketing systems (CAMS) to CSPs. CAMS provide personalised offers based on customers static, semi-static and dynamic data, and enable CSPs to improve marketing techniques and thereby increase revenue. The report provides recommendations for CSPs that are deploying a point solution to supplement their established marketing solutions or are building on their current installation. As such, this report reviews context-aware marketing offerings from vendors of both point solutions and integrated suites. The report also discusses the evolution of CAMS to support external data monetisation, where customer data is sold to third parties. KEY QUESTIONS ANSWERED IN THIS REPORT Why do CSPs need to deploy CAMS? What are CAMS? What considerations should CSPs make before deploying CAMS? What benefits do CAMS offer to CSPs? How can CAMS evolve to support external data monetisation? What business models can CSPs deploy to monetise customer data? CSPs: WHO NEEDS TO READ THIS REPORT strategic advisors and marketing executives responsible for revenue growth and churn reduction marketing departments managers tasked with improving customer experience. Vendors that intend to enhance or expand their marketing solution offerings. Vendors that intend to help CSPs enable external data monetisation. 2

3 CONTENTS EXECUTIVE SUMMARY CSPs SHOULD INVEST IN CAMS TO OFFER PERSONALISED OFFERS CSPs SHOULD DECIDE BETWEEN POINT SOLUTIONS OR UPGRADING CURRENT SYSTEMS CAMS SHOULD EVOLVE TO SUPPORT THIRD-PARTY ADVERTISING OR MARKETING PLATFORMS ABOUT THE AUTHORS AND ANALYSYS MASON 3

4 Margins Context-aware marketing solution Context-aware marketing systems enable CSPs to generate additional revenue Executive summary CSPs have the opportunity to target customers with relevant offers and monetise customer data by deploying context-aware marketing systems (CAMS). Customers are increasingly expecting CSPs to provide personalised marketing campaigns and traditional marketing is becoming less effective. CSPs need to be able to personalise their offers if they are to sell their services, but they are unable to do this with their installed systems. They are only able to address large segments of their customer bases and it takes them days to create offers. CSPs need to deploy CAMS to build and deliver personalised offers in the right context and in a timely manner. Deploying CAMS increases revenue, reduces churn and improves the customer experience. CSPs are looking to generate additional revenue by using the vast amount of customer data that they possess. When deploying CAMS, CSPs need to decide whether they should deploy a point solution or whether to build on installed software systems. They will also need to consider how to deploy CAMS in order to monetise customer data in the future. Figure 1: Effect on CSPs business of deploying context-aware marketing solutions Declining response rates and offer take-up Increasing operational costs Traditional marketing Context-aware marketing Time Increasing customer satisfaction, revenue and campaign effectiveness Data monetisation Source: Analysys Mason 4

5 CSPs need to deploy new systems and processes to deliver personalised marketing campaigns to customers Current marketing solutions do not offer sophisticated analytical and segmentation tools that are needed for personalisation of offers. CSPs are searching for revenue to supplement increasingly stagnating income from voice, data and messaging services. They need to deploy new marketing solutions to maintain or improve offerings and monetise customer data. The number of technology-literate customers is increasing, as is the demand for personalised offers. It is critical for CSPs to stay relevant to their subscribers by making the right offer at the right time particularly in countries where prepaid subscribers dominate, which increases the likelihood of churn and reduces subscribers loyalty to CSPs. Data analysis is required to generate relevant personalised offers. However, current marketing solutions are limited in their capability to use the customer data that is available to CSPs. They are also limited in their ability to deliver marketing offers via the new and emerging channels, such as smartphone apps. It is important for CSPs to choose the right moment, the right channel and the right time to present a marketing offer to their customers. Furthermore, the data collected during a customer s lifecycle with the CSP has the potential to be sold. However, the tools needed to support these propositions are still maturing and require skilled and manual intervention. Figure 2: CSP challenges and the impact of traditional marketing campaigns Declining revenue from traditional services Low customer activity CSP challenges Increase in traditional marketing campaigns, but their effectiveness will decline Results Result Decreased revenue and profit margins Decreased customer loyalty and satisfaction Increased churn Increase in customer demands High probability of churn in prepaid markets Source: Analysys Mason 5

6 Context-aware marketing systems enable CSPs to deliver personalised and relevant campaigns Next-generation marketing solutions provide an opportunity for CSPs to use customer data in order to personalise services and offers, as well as add new revenue streams. CAMS enable CSPs to use the data collected during the customer lifecycle. The solutions enable CSPs to perform data analysis for customer profiling and segmentation based on context. Furthermore, these solutions are capable of delivering marketing campaigns via customers channels of choice, such as smartphone apps or . CAMS also enable CSPs to analyse and understand subscribers usage patterns and generate offers that will result in up- and cross-selling. CSPs need to identify their requirements and assess vendor solutions when considering a deployment of CAMS. This is because some vendor solutions are offered as a combination of standalone products, and might already be installed as part of another solution at the CSP. For example, CSPs may not require the data infrastructure component of the solution. In the future, CSPs will need to establish and deploy innovative business models and solutions to add new revenue streams. Vendors need to support CSPs to use the vast amount of customer data available to them. The evolution of CAMS should enable CSPs to launch marketing campaigns for external businesses, as well as offer market insights by using customer data available from both internal and external sources. Figure 3: Benefits of deploying context-aware marketing solutions Data sources Data sources Data feed Context-aware marketing solution Overall revenue Customer satisfaction Customer loyalty Revenue from up- and cross-selling Customer activity levels Recommend Source: Analysys Mason 6

7 Recommendations 1 CSPs should invest in context-aware marketing solutions to generate additional revenue CSPs should deploy next-generation marketing solutions that enable customer profiling and personalised offers, delivered through the channel of a customer s choice. They will allow CSPs to analyse data from internal, and increasingly external, sources and be able to identify trends and usage patterns to help CSPs build intelligent and more personalised offers for their customers. 2 CSPs need to consider if a point solution for CAMs is needed to meet short-term revenue demands or be prepared to upgrade currently installed systems CSPs need to consider if currently installed marketing solutions can be adapted to support context-aware marketing in a cost-effective and timely way, or whether they should deploy point solutions to quickly provide the functionality they need. Each approach has its benefits, but may have different costs and timescales. 3 Vendors need to evolve their CAMs to support monetisation of customer data by CSPs If CSPs are to monetise customer data, they need to do so within the regulatory framework of their region of operation. Vendors need to support CSPs in achieving this objective. They need to upgrade their current offerings to include functionalities that will enable CSPs to use customer data to generate additional revenue from marketing and advertising for external businesses. 7

8 CONTENTS EXECUTIVE SUMMARY CSPs SHOULD INVEST IN CAMS TO OFFER PERSONALISED OFFERS CSPs SHOULD DECIDE BETWEEN POINT SOLUTIONS OR UPGRADING CURRENT SYSTEMS CAMS SHOULD EVOLVE TO SUPPORT THIRD-PARTY ADVERTISING OR MARKETING PLATFORMS ABOUT THE AUTHORS AND ANALYSYS MASON 24

9 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. 25

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