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Track - Telecom

Enhancing end-customer experience via SOA implementation for Customer Service Department (CSD)

Ram Prasad Mamidi
Ram Prasad Mamidi
CIO, Tata Teleservices, India

Enhancing “Self Service” was the key driving force behind this initiative. In doing so, the TTL team was looking at ways and means through which the end-customers experience with TTL can be better served. At the time, customers had the option of going to the nearest retailer to pay bills or post a check. They could even go online to do the same. Nevertheless, given the “young” profile of TTL customers, and the market trends, the team decided to transform its IT back end to deliver a “My Tata DoCoMo” mobile app!

The mobile app in its initial avatar was themed as “Welcome to the world of comfort”. It was to be the “one stop shop” for TTL mobility customers. It would not only provide up-to-date “real time” information of a multitude of services the customer may have subscribed such your account balance, plans, plan validity, VAS services subscribed, location of the TTL retail stores, interaction with customer care but also give the customer the ability to recharge or pay bills anytime anywhere with his/her mobile phone!

Within the first 7 months of the launch, the enhanced Self Service mode via the mobile app saw One Million downloads! The “in-app” payment feature was a resounding success with Millions of Rs. worth of transactions happening in the first month itself. The mobile app was rated in the top 200 apps (across industry), and continues to feature in the top 20 free apps in the “productivity” list of Google play store.

Cyber Threat Intelligence Sharing and Automated Response

Kubilay Önder, Turk Telecom
Kubilay Önder
Security Operations Group Manager, Türk Telekom A.Ş., Turkey

The presentation shows how Turk Telekom developed a new approach to automate the cyber threat intelligence sharing and response to advance its information security. Presentation covers the details of the integrated active and reactive security systems, developed new specific middleware and advanced threat response process to overcome the -time intensive- cyber-attacks.
And how:

  • Incident response time reduced to minutes` from hours’ against cyber threats.
  • The workforce saved and the talented staff was able to focus on more complicated security incidents.
  • The risks caused by repeated cyber-attacks were reduced.
  • Incident response process began to be transformed into proactive processes from reactive process.
  • The security incidents response automated with the new architecture and action sets (Runbook) on the new software.

Customer Retention and Gratification Program using Big Data Analytics – MTS India

Mayank Chande
Mayank Chande
Head, Enterprise Architecture & IT Strategy, MTS, India

With the help of Big Data based analytical modelling, now business at MTS has focused its attention on better customer management program through retention practices such as customer and partner gratification and campaign management. Customer churn is one of the largest issues which every telecom operator faces, and the ability to understand and foresee likely churn customers and their retention is critical for revenue management.

MTS Analytical data modelling focuses on: -

  • Churn Prediction: Propensity churn for each customer was calculated and specific products and campaigns were designed for those customers with high probability score.
  • Cross sell modelling: Identified subscribers who can be sold additional services (Voice customer data and vice versa).
  • Upsell modelling: For leveraging VAS and special tariff voucher upselling.

From IT /Technology aspects, we have primarily used mature analytical models available for Telcos globally; additionally, joint-development with colleagues at MTS Russia helped in quicker turn-around delivery. We also used OEM/ISV knowledge base to clear few of the integration hurdles to roll-out business models as required.

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