Machine Learning Intelligence Customer predictive analytics – Ahmad Tantawy, HPE CMS WW Solutions Architect – May 8, 2019
Machine Learning IntelligenceCustomer predictive analytics
– Ahmad Tantawy, HPE CMS WW Solutions Architect
– May 8, 2019
Technology will beembedded everywhere
Everyone and everythingwill be connected
Everything will be understood
We live in a world where everything computes
Digital Transformation is not a matter of choice for the CSPs
3
65%Increase in monthly mobile traffic from 2014 to 2015*.
221x# of times average user checks their smartphone per day
Escalatingnetwork requirements
Increased consumer expectations
Eroding core revenue streams
$54Blost SMS revenue by 2016
1 BillionActive WhatsApp usersFebruary 2016.
New Monetization Models
CommunicationServices Provider
Digital Services Provider
TelcoDigital
*Source: Ericsson Mobility Report *Source: Tecmark*Source: Facebook *Source: Ovum: Counteracting the Social Messaging Threat
HPE Communications and Media SolutionsAccelerating success in the Digital Era
HPE CMS is an HPE business unit providing vertical solutions to the communications and media industry.
It groups a worldwide team of expertson digital transformation for telecommunications and media companies.
It has a catalogue of over 50 solutionsincluding software, support and consulting capabilities to enable digital transformation.
>30 Years of industry experience
>2,500 Active support contracts
>300 Customers worldwide
HPE Communications and Media SolutionsAccelerating success in the Digital Era
Fraud & Risk Management
Network Service Assurance
Monetize with subscriber centricity
Machine Learning based use casesIntelligent Service Assurance
Machine Learning automaticallyfinds patterns in historical data to pinpoint unknown problems and reduce flows of alarms
HPE Intelligent Assurance automatically triggers proactiveactions on problems: CSPs can focus on business
HPE Intelligent Assurance
Network Service Assurance
Machine Learning based use casesML based Fraud Detection
Fraud & Risk Management
HPE Advanced Fraud Detection
Multiple machine learningalgorithms are used to analyzesubscribers usage and behavioracorss different network services.
Fraud managers are able detectand identify subscribers with similar behavior to known fraudsters and detect anomalies in behavior across any service.
Machine Learning based use casesCustomer Predictive Analytics
Monetize with subscriber centricity
“To be competitive today, we present more personalized offers to our subscribers. HPE Telecom Analytics gives Telefónica Colombia a consolidated view of subscribers across our network in real-time, so we can target new offerings that meet individual subscribers based on actual use.”
Roberto Puche, CIO, Telefónica Telecom Colombia.February 22 2017
HPE NBOAMachine learning algorithms continouslyanalyzing a rich customer centric data set toderive analytical insights into customer behaviorand needs.
Offer personalized promotions, at the righttime and using the right channel.
Marketing teams are able quickly act on market opportunities by managing recommendationsgenerated by the system with business priorities and market needs.
Today’s competitive battle is for the subscriber relationship
Subscriber intimacy provides the competitive advantage
Access has become a commodity
2G/3G
MVNO
WiFi
4G/LTE
5G
Network virtualization
removes barriers to entry
NFV
Services are vaporizing
Subscribers will stick with services that change their lives
Customer centric marketingPromotions and recommendations
Planned purchase Unplanned purchase
• Purchases: High Value• Marketing action: Feature/ Benefit Awareness• Channel: Customer Care Centers
• Purchases: Medium Value• Marketing action: Timeliness of offer / Special deals• Channel: Next Best Offer / Inbound
• Purchases: Low Value• Marketing action: Call & ‘Window Shop’ all the offers• Channel: Smart Value IVR / Web Site
• Purchases: Low Value / Try & Buy Offers• Marketing action: Simple Offers with Quick Rewards• Channel: Next Best Offer / Smart IVR/ SMS
InformedDecision
ImpulseDecision
Traditional Campaign
Event-based Campaign
Next Best Offer
Next Best Offer
Has a Samsung Galaxy S8Used 10 MB of data but,with no bundles
Calls India every weekTalking for 30 minutes
Is highly mobileTraveling 3 countries, 45 cell sites a month
Traditional campaigningMultiple contacts made with customer proposing offers which may not suit the customer needs.
Navigator App
Data Festival (5GB)
Call Homefor Less
InternationalSavings
Get 2 GB data valid for 1 month for only 5$ ?Reply ‘2GB’
Get real time traffic info with our NAVIGATOR app today ! Reply ‘YES’
Our very lowest INTERNATIONAL calling rate for only 1¢ per second! Dial *99
Call over 100 countries starting from just 30¢ per minute! Just dial *98
Has a Samsung Galaxy S8Used 10 MB of data but,with no bundles
Calls India every weekTalking for 30 minutes
Is highly mobileTraveling 3 countries, 45 cell sites a month
Traditional campaigningMultiple contacts made with customer proposing offers which may not suit the customer needs.
Navigator App
Data Festival (5GB)
Call Homefor Less
International
Savings
Get 2 GB data valid for 1 month for only 5$ ?Reply ‘2GB’
Get real time traffic info with our NAVIGATOR app today ! Reply ‘YES’
Our very lowest INTERNATIONAL calling rate for only 1¢ per second! Dial *99
Call over 100 countries starting from just 30¢ per minute! Just dial *98
Customers start treating offers as SPAM, not viewing or opting for any.
Customer approached multiple times creating confusion and bad customer experience.
Customers opt for offers not best suited to his needs may lead to churn.
Customers opts for offers that are unaligned with business strategy and priorities.
Next Best Offer MarketingSelecting the right offer for each customer requires incorporating likelihood, impact as well as various business priorities and constraints all at once
Offer
Data Festival
(5 GB)
Navigator
App
International
Savings
Call Home
for Less
Uptake Likelihood
53%
12%
28%
34%
Upside on Uptake
+$1.25($0.66 Expected)
+$6.25($0.75 Expected)
+$6.75($1.89 Expected)
+$3 ($1.02 Expected)
Strategic Priority
1
2
3
4
Rank
Next Best Offer MarketingPrioritize offers for each customer - available for multiple channels: CSR, USSD and more.
OfferRank
1
2
3
4
International
Savings
Call Home
for Less
Navigator
App
Data Festival
(5 GB) Increased customer interest and responseDecreased average handling timesCall center becoming a center of excellence
Sir, I would recommend our “International Savings”
offer…
Next Best Offer MarketingRight-time, contextual, personalized promotions
Individualized Prioritization
1
2
3
4
International savings
Call Home for Less
Navigator App
Data Festival (5 GB)
Real-time, customer-initiated, relationship-driven engagement 10 x more success than traditional outbound sales channels (Gartner)
Profile
Location
Usage data
Marketing interactions
Predictive Analytics
Realtime complex event
processing
Identify the offerings that the individual customer is most likely to like
Two-way SMS
Welcome abroad. For a week of mobile
data at $25,reply TRAVEL to enroll.