AOM – A Practitioner Report
My name is Atzmon Hen-tov and I am the Chief Software Architect at Pontis (www.pontis.com). I would like to share with you my experience with AOM and the business benefits Pontis gains from using AOM.
First, some background about Pontis. Pontis provides Targeted Marketing in the Telecommunications and Cable-TV domains. Targeted Marketing means that end-users get only offers and promotions that are relevant to them and they get them at the right time. For example, just before you load money to your pre-paid phone, we’ll offer you to extend the amount and get a special bonus (e.g., 100 free short messages). We deploy our systems at the customer premises and typically integrate with 10-15 customer systems. Each customer has a distinct set of systems we need to integrate with and a lot of other differences from other customers. Read more
| Leave a Comment December 29th, 2010
Social Effects on Customer Retention at a Mobile Operator
Researchers recognize the role that social interaction has in the adoption of new products or services: word-of-mouth interactions can lessen the risk and uncertainty associated with new products. But what about quitting behavior? If social connections can induce a person to adopt a product or service, can they also lead a person to abandon a product or service? Until recently, it has been difficult to study this question because of the extensive data needed to do so, but in the past few years, researchers have used telecommunications databases to explore social network behavior. In the current research, Irit Nitzan and Barak Libai of Tel Aviv University use a cellular phone company’s database of more than one million customers to examine the influence that customers who leave the company (defectors) have on their first-degree contacts (direct contacts, or “neighbors”) in their social network.
| Leave a Comment July 20th, 2010
Russia the Freedom of Choice: Multi SIM Ownership Drives Churn and Decreases ARPU
Russia has the largest mobile market in Central and Eastern Europe and is continuously growing. At the end of May 2009 the total number of subscribers reached 194.7 millions, with customers being wooed by three major service providers (MTS, VimpelCom and MegaFon). Competition has further intensified with the growing penetration of multiple SIM ownership. As the majority of handsets are not purchased through the operators but rather from independent stores, Russian mobile operators could not lock handsets to their networks, and consequently customers can benefit from different operators’ SIMs on a daily basis. Read more
| Leave a Comment July 20th, 2010
Segmentation vs. Behavioral Life Cycle Management:Getting the most of Your Marketing Efforts
The saturation levels of mobile markets and the low exit barriers for customers have caused many operators to shift the weight of their marketing efforts from new customer acquisition to customer retention. As part of this trend, operators are investing lots of funds on sophisticated customer segmentation solutions. Yet, are these segmentation efforts really delivering the desired results? Are common proactive marketing practices, based on traditional segmentation succeeding to increase customer loyalty and profitability?
| Leave a Comment August 1st, 2007
The Art of Motivating Customers
In a previous post I explained the value of engaging your customers in a comprehensive cycle of interaction instead of setting up one-time interactions that don’t produce the same kind of results. I know what you’re thinking. Why invest in a multi step campaign when you can just do a wham-bang campaign each time? Because each time you have to start from scratch and your bottom line won’t be as good. But you knew the answer to that one, didn’t you? The broader your perspective is, the less you need to invest to maximize value in the long run.
| Leave a Comment August 1st, 2007
Think ‘Long-Term Relationship’ For More Value
Every day, people are looking for new opportunities to satisfy their needs in a more gratifying manner. They want more options, more personalized services, and also want to feel like they’re getting a great deal. Just when you thought you could kick back and relax things keep escalating to new levels. Some recent projects we’ve been working on helped us realize that a successful promotion of a marketing offer requires much more than a single communication. In order to be successful you need to motivate your customers to climb the value path. And when we say value path, we’re talking about your value path, how to go about creating more value for your company.
| Leave a Comment
Subscribe
