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success of AIS
Arpattra Sringkarrinkul
Executive Vice President -Solutions
1
Agenda
AIS overview
Objectives of BI adoption in AIS
AIS BI solution
Information Utilization
BI Lessons Learned
2
Introduction
AIS Company Profile
First and Largest mobile network provider in
Thailand
Established since 1986
22.6 Million subscriber (prepaid 89%, postpaid 11%)
50% market share
Revenue $ 2.7bn, Market Cap $ 6.7 bn
8,000 Employees, with Call Center of 2,000 staff
(amongst the largest)
AIS Shops of 36 locations, and Telewiz Shops
(authorized dealers) of 600+ , Dealers 2000+
locations nationwide
Company Vision
“Dynamic Leader in delivering integrated communication solutions
from wire and wireless network”
3
Introduction
May 06
Expect 3G license in Yr 2008
4
Products
Products Services
Services Privilege
Privilege
Postpaid :
for business & professional Value added service
Mass
Prepaid :
for teen & city person
Enterprise
High value
Prepaid :
for upcountry
5
AIS Products
6
Objectives of BI adoption in AIS
7
Adoption level of BI in AIS
Event
based
Projection
Pattern
Diagnosis
Statistical
Analysis
Automate
Historical campaign
trend
Executive • Corporate KPI • G-CHM, SHIN-PM Office • Corporate health & Executive Performance
• Executive Focus • CHM-WL wealth Report
• CEO • Group Investment
• PRD Decision
Corporate • KPI report (Corporate & • CHM, CEO • Report health & wealth • Ex-COM Summary
Department) • PRD of company Report
• Key Project Performance • CCO • KPI achievement report • EX-COM Report
report • EVP, CFO • Investment Decision • Cross Operation
• Activity aligning to Report
corporate vision/direction
i.e., non-voice, region
• Key Business Indicators
i.e., no. of subscribers, no.
of minutes
Operational • Detailed report • Section Head • Day-to-day Operation • Churn Daily Report
• Most frequently used with • Operational Staffs • Operational
lowest level of control monitoring report e.g.
Subscription report,
profile changing, etc.
9
AIS BI Solution
10
Situations
Situations Needs
-More
-Moredemands
demandsand
andcomplex
complex
Improved
Improvedperformance
Business requirements
Business requirements BIBIisis performance
slow and
and scalability,which
scalability, whichisis
slowto
toresponse
response
-Need more
moreresponsive
responsiveto to
-Needto
todrill
drilldown
downtotodetails
details business
which
which lead to very largeof
lead to very large ofdata
data businessneeds
needs
volume
volume
Changing
ChangingininOperational
Operationalsystem
system An
Anindustry
industrylogical
logicaldata
data
data model that is optimized
data structure (C-Care andPlug-
structure (C-Care and Plug- model that is optimized
in) require revision of the for
forbusiness
businessintelligence
intelligence
require revision of the
in)
current reporting, campaigning
currentBI
BIdesign
design reporting, campaigning
and
andanalytics
analytics
Separate
Separatedata
databy
byfunctions
functions -- Centralized
cause Centralizedto
toprovide
provide
causemore
moredata
datareplication,
replication, single
singleview
viewof
oftruth
truth
inconsistency,
inconsistency,fragmentation
fragmentation
and -- Implement
Implementbusiness
business
andineffective
ineffectiveprocess
processforfor meta data
cross-functional
cross-functional meta data
11
Solution
12
eBIZ Architecture
IN Affinium
Campaign
Balanced
Score Card
Oracle CPU 60*336
MGHz, with 8 TB disk
13
Campaign Management System
Implementation at AIS
Start in Mar2004, close loop •Nov 2004, Affinium campaign and
marketing project was initiate to manual scripting were parallel used
evaluate Campaign Management to process new campaign
solution to improve campaign requirement. routine campaign were
planning, targeting, execution and migrated to Affinium campaign.
response.
•Apr 2005, Affinium
•End of Apr 2004, AIS campaign was officially
chose Affinium suite roll out to all marketing
(Unica) as campaign mgt users.
solution. Implementation
phase was divide into 3 • Jul 2005, more than
releases 95% of campaign were
•May 2004, done in Affinium
Implementation phase including new and
started routine campaign
14
Approach & Phasing
Business
Phase 1 Phase 2 Phase 3 Roadmap
Analysis
Feb-Apr 2003 May 03-Mar 2004 Apr-Dec 2004 Jan 05-Dec 2006 Jan 07- Dec 08
15
Business Intelligent Unit (BIU)
Objective
• Central pool of skilled resources which can be
shared by all business units
• The BIU acts as a champion driving the EDW,
roadmap, initiatives & building awareness in the
organization
• The BIU is full-time business team dedicated to
the data warehouse, and develops full
knowledge and expertise in the data, analysis
techniques and models
• The BIU helps the business units (Power Users
and Analysts) to achieve a high degree of
independence in using the data warehouse.
16
AIS BIU roles & responsibilities
17
Information Utilization
18
Utilizing the information
Services Analysis Customer Analysis
19
Info Utilization – Revenue & Usage
Market Situation:
• Price Competition
• Saturated market (Bangkok, Urban and dense area)
Adoption of BI:
• Able to design tariff and promotion package based on usage pattern
• Better offering suitable package
• Customization for corporate solution
• VAS Cross-Selling recommendation system for Touch point
• Forecast real usage of competitor
Result:
• Maintain our position during the competition
• Strong VAS growth - highest in the industry
(2004: 9.3% to 2006: 15% of total revenue (versus 2nd competitor: 7%)
20
Up-Sell / Cross-Sell with Full Integration
Seamless Integration Across Touch Points
Operational CRM
OSS and BSS
Systems
Web &
Email
Call
Center
Single
Field
View of Sales
Customer
Partner
Target List
Campaign
Data Management DM E-mail
Warehouse
DSS: Customer
Data Mining / SMS IVR
Predictive Tool MMS
Analytical
Collaborative
CRM
21 CRM
Info Utilization – Customer Management
Market Situation:
• Multiple SIM users play significant impact to the entire market picture
• Expensive pricing compare to competitors (customer perception)
VIP & CEO
Platinum
Gold
Adoption of BI: Classic
• Segmentation in various aspect: value contribution, overall usage
pattern, VAS usage pattern
• Analyze on payment behavior, create collection segmentation, credit
scoring
• Predictive model for churn
• Analyze customer satisfaction from calling to contact center
Result:
• Better understand customer and able to offer suitable campaign and promotion
• Lead time for campaign operation reduce by 50%
• Design process for touch point and collection staff to handle non-payment customer
efficiently
• Design services and privilege based on customer segment
• Seamless integration of information across touch point
22
Info Utilization – Channel Management
Market Situation:
• Untapped market in upcountry
• Expansion of competitor in telecom and non-telecom channel
Adoption of BI:
• Analyze and manage inventory at dealer level
• Integrate data of sales, service performance, cost, profit which enable to
analyze in overall picture of dealer performance
• Analyze sales behavior align with rules and policy
• Analyze Call to channel contact center
Result:
• Replace manual work in report preparation which reduce time ~60%
• Provide AIS regional on dealer inventory trend analysis which give clear
picture on inventory aging, sales against quota, sales behavior, etc.
• Rebate & compensation match with sales, service performance, cost
23
Info Utilization- Corporate Planning Process
Information is utilized at all steps in corporate planning process.
Planning
Internal External Performance
and
Review Review Monitoring
Budgeting
-Global trend
-Economic indicators
-Population income distribution
-Technology trend
24
Utilizing Strategic Information
Corporate-wide tools are used for monitoring.
25
Information in Action
Information analysis leads to adaptation to reality.
FEEDBACK
External Analysis
Internal Analysis
Action Plan
Balanced Scorecard Analysis Adjustment
RESULT
26
Lessons Learned
27
Key Learning for Success of BI
28
Point for Consideration