Professional Documents
Culture Documents
InTelestageTM Campaign
Management System (CMS)
Solution Proposal
for
Vinaphone, Vietnam
Version 3.1
Page 1 of 34
Document control
Title:
Filename:
Owner:
Rajini Kuganasan
Reviewer(s):
Approved for
external
release by:
Revision no.
Date
1.0
13-7-2010
Author
Rajini Kuganasan
Description
Version 1.0
Distribution list
Version 3.1
Name
Organisation
Page 2 of 34
Version 3.1
Page 3 of 34
CONTENTS
1
Executive Summary...........................................................................6
Product Summary....................................................................................8
Functional Overview...............................................................................12
2.6
2.7
2.8
Technology Overview.......................................................................26
3.1
Open Architecture..................................................................................26
Version 3.1
Page 4 of 34
3.2
Operating Environment..........................................................................27
3.3
3.4
3.5
3.6
Data archiving........................................................................................29
3.7
3.8
Version 3.1
Page 5 of 34
EXECUTIVE SUMMARY
Business Logic Systems (BLS) would like to thank Vinaphone for this opportunity to be
able to present this proposal. BLS has been providing Tier -1, Mobile Operators worldwide
with a wide range of solutions that unlock the true value of real-time data, especially
service providers with a big pre-paid customer base. Our products, solutions and
technology offer powerful choices that challenge conventional wisdom in mining that
extra nugget of revenue from existing subscriber base.
BLS has successfully deployed InTelestage TM with a wide range of customers in Asia and
has deployed some very successful campaigns with them. Our Solution is designed to
specifically cater to the needs of both the telecommunications service providers and to
the media and entertainment industry players as well. The campaigns launched with
these customers have shown some very credible numbers such as our campaign with
Celcom a member of the Axiata group, they have experienced an increase in usage
(ARPU) by 5% within 3 months of deploying our solution and campaigns with it, while
others have shown an increase of monthly recharges by 25%. Additionally we have
introduced Best Marketing Practices in many of our deployments with our customers. This
technology once introduced into their environment also translates into a
reduction/savings by ~30% of their annual marketing cost.
Marketing departments of service providers need the right tools and technology that
allows them to understand customers better, track trends as they develop in the market
in real time to create distinct marketing approaches for each customer group that has
been targeted. Then more importantly, how quickly this process gets executed end to end
is key to boosting revenues for any Service provider in todays demanding market
environment. The BLS propositions intrinsic value is that we will manage the process end
to end with minimum recourses and reduction in operational expenditure on the long
term.
BLS would like to propose the following InTelestage TM software modules that formulate
the Campaign Management System (CMS) for Vinaphone to provide prepaid campaigns
with real time bonus delivery.
To be flexible and meet your business and commercial requirements we have structured
this proposal to be flexible and allow Vinaphone to deploy the Solution in two phases.
Phase 1: Real-time prepaid campaigns
Real-time campaigns for prepaid customers based on real-time events (i.e. recharge
events) from IN and real-time bonus fulfilments to IN.
Modules:
InTelestageTM
InTelestageTM
InTelestageTM
InTelestageTM
Integration:
Data source:
a. Ericsson IN
b. Huawei IN
c. ZTE IN
Communication: SMSC via SMPP v3.4
Version 3.1
Page 6 of 34
Fulfilment:
a. Ericsson IN
b. Huawei IN
c. ZTE IN
Customer care: CRM API
Phase 2: Micro-segment daily prepaid campaigns
Micro-segment profiles created based on daily aggregated data from EDW i.e. usage and
recharge data of prepaid subscribers. Daily, weekly and/or monthly campaigns designed
based on these profiles and real-time bonus fulfilment to IN.
Additional Modules:
InTelestageTM Knowledge Base
InTelestageTM Profiler
InTelestageTM Marketing Manager
New integration:
Data source: EDW
The InTelestageTM software modules will be deployed in 2 phases as stated above but the
hardware and 3rd party software would need to be implemented in Phase 1 to ensure a
smooth transition to Phase 2. The hardware was sized based on the below assumptions.
The hardware can be reconfigured according to finalized scope with Vinaphone.
Hardware sizing assumptions:
15 million subscribers
Data loading:
o 2 million recharge EDR per day
o 15 Million aggregated usage data per day [25 fields per row of daily
aggregated data with the assumption of 1 subscriber would have one
row of data field per day]
Storage:
o 2 months of raw data storage
o 6 months campaign history storage
Interfaces:
o 30 TPS for campaign communication
o 10 TPS for rewarding fulfilment per IN, single interface
o 2 TPS for contact centre
Campaigns:
o 5 daily concurrent campaigns
o 2 real-time concurrent campaigns
Reports:
o 5 standard reporting template
The hardware and 3rd party software requirements are provided in Section 5 of this
document. Business Logic Systems strongly suggest that Vinaphone to purchase the
hardware directly from your preferred hardware supplier with the benefit of lower total
cost of ownership for Vinaphone.
Version 3.1
Page 7 of 34
The InTelestage range of campaign products for mobile network operators has for years
not only satisfied the growing need for specialised management of the subscribers base,
but also has to a large extent set the mark for others to follow.
Since the introduction of InTelestage Loyalty Server in 2003, the InTelestage productrange has expanded to cover a variety of functional areas and interfaces.
Based on our experience, InTelestage Campaign Management System (CMS) Version 8
introduces a single fully integrated InTelestage CMS product, encapsulating all the
functionalities previous contained in the InTelestage range of applications and
introducing a vast amount of new functionalities that make the definition, execution and
management of CMS even easier and more effective.
The product description below provides a summary of all the modules in the CMS
solution. The modules will be deployed according to phases for Vinaphone, as stipulated
in Section 1 above.
Version 3.1
Page 8 of 34
2.2.1
InTelestage CMS has an in-house campaigning module, which assists the user while
carrying out marketing activities. The suite functions as an umbrella, providing end-toend campaigning. The entire marketing cycle consists of gathering data, analysing it,
defining the campaign, delivering the marketing message and then reaping the rewards
of success. The entire built-in flow covers all stages of campaign life cycle, and the user
greatly benefits from many of the procedures implemented by the suite. However, the
application does not merely stick to the course of action blindly; the user has the ultimate
decision on choosing and customising each campaign step.
Thus, the several customisable templates included in the application allow the user to
decide whether to use an existing template, to edit an existing template, or simply create
a new template to deploy in the process all for rapid, effective marketing applied to the
customers base as a hole or to specific segments. Campaigning has never been made
easier.
Knowledge Base technology
Retrieving vast amounts of data from service provider platform can prove to be a difficult
task to tackle with. InTelestage CMS is provided with Knowledge Bases, which contain
relevant information for creating customer profiles. They store records extracted from an
external source, according to the specified criteria.
2.2.2
The InTelestage CMS enables several campaigns to be carried out simultaneously. The
application is provided with an easy campaigning tool, whose workflow includes several
campaigning templates a significant help in running marketing activities.
Version 3.1
Page 9 of 34
2.2.3
In order for a campaign to be successful, the customer needs to be engaged through out
a campaign. InTelestage CMS understands just how important communication with the
subscriber is; promotions can be customised in such a way that the targeted customer
responds to the campaign, which increases response rates.
2.2.4
InTelestage CMS has been designed to qualify rewards based on subscribers activity.
The activity is based on the loaded data (CDRs). Different fields from the CDRs including
event type, time of day, account ID, usage volume, charge amount, tariff plan, etc, are
loaded in the InTelestageTM Knowledge Base and are the base for bonus calculation.
Bonuses are granted in the form of money, free data units, free minutes, music videos,
game downloads etc.
2.2.5
Expanding the customer lifetime value (LTV) represents an important marketing goal.
With InTelestage CMS, subscribers receive various rewards for their activity; customer
satisfaction, the basic ingredient in expanding LTV, is thus achieved.
2.2.6
InTelestage CMS is provided with advanced control and reporting capabilities, which
enable the user to monitor the application in detail. The reporting features provide
advanced perspectives on the reward, on the application activities, and on various other
topics. The results are afterwards displayed as reports or charts.
The total amount of bonuses awarded to customers represents important costs for the
Service Providers budget. Due to this fact, high-security features and specific control
over users is provided within the InTelestage CMS.
Specific reports allow the Operators to both control and analyse the efficiency of the
loyalty bonuses policy. Such reports include:
Version 3.1
Page 10 of 34
2.2.7
InTelestage CMS has been specifically designed to work using SQL Server 2008 and
Microsoft Windows 2008 operating system.
2.2.8
Business Logic Systems Ltd. prides itself with the rapid implementation of the
InTelestage CMS. On the implementation, the application is highly cost-effective in
terms of financial and time resources; moreover, it requires little human effort for
maintenance.
Version 3.1
Page 11 of 34
Version 3.1
Page 12 of 34
Version 3.1
Page 13 of 34
2.4.1
Recharges
Account activation
VAS
Calls
From among all these event types, mobile operators will select specific events which will
qualify their subscribers to take part in a campaign. The events that can be rewarded in
InTelestage Real-Time Marketing Manager are called eligible events. The subscribers who
qualify for receiving rewards are called eligible subscribers.
The capability of recognizing specific event types does not depend on InTelestage RealTime Marketing Manager, but only on the mobile operators choice and platform
capabilities. Depending on the amount of data on the mobile operators platform,
InTelestage Real-Time Marketing Manager requires or not a distributed system.
Version 3.1
Page 14 of 34
Any combination of these three rewarding filters can be made through multiple
simultaneous InTelestage Real-Time Marketing Manager campaigns.
2.4.2
Real-time rewards
Credit
SMS bundles
MMS bundles
Ring-back tones
Bonuses can be applied only once, for the subscribers first event only, or for each of the
subscribers event. The bonus value can vary depending on several criteria; there can be
value exceptions on a specific date, on a specific day of the month or of the week, or at a
specific hour.
Page 15 of 34
The rewards can be granted whenever a threshold is attained. The reward thresholds can
be of the following types:
Fixed values
Less than
Interval
Any value
For each
For example, the mobile operator chooses to offer rewards to subscribers for their
recharges that exceed 5. The rewards can be calculated as a fixed value (a certain
amount granted on each event) or as a percentage of the amount of the event that
generated the bonus award.
2.4.3
Campaign notifications
Version 3.1
Page 16 of 34
a
Notifications settings
Version 3.1
Page 17 of 34
Version 3.1
Page 18 of 34
Campaign report
InTelestage CMS has been provided with a special module meant to monitor campaign
marketing activities, to ensure smooth running of the campaign. The module is the
Campaign Monitoring Tool. Below you can see the Campaign Monitoring Tool interface.
Via Campaign Monitoring Tool, you can oversee the following processes included in
campaigning related to campaigns:
Version 3.1
Page 19 of 34
2.9.2
Predefined profiles
Page 20 of 34
to identify a variety of customer types including bad debt, service migration and up
selling; customer behaviour is thus easier to identify, classify and understand.
Here are some examples of predefined profiles available in InTelestage Profiler:
2.9.3
Customized profiles
If predefined customer profiles do not suit the operators overall tendencies of the
customers base, additional profiles and segments can be drawn. The user can use simple
procedures and intuitive wizards to draw the profiles according to a number of specified
criteria.
Page 21 of 34
New
A campaign in this status is being conceived, and the configuration is still under way.
Defined
A campaign is in the Defined status when it is ready to run. All configurations have been
performed.
Started
The campaign in the Started stage is currently running. The user can oversee the
campaigns information via the Campaign Monitoring Tool.
Stopped
The campaign in the Stopped stage has already been run and completed. Based on the
user preferences, the campaign template can be used as starting point for additional
marketing.
The above statuses can be monitored via the advanced Campaign Monitoring Tool, a
module that enables the user to oversee the campaign throughout its execution.
Version 3.1
Page 22 of 34
The campaign workflow has been designed to include features that enable the user to
perform several operations right from the very interface. Given the applications modular
structure, these operations may vary, depending on the implementation. The standard
features include the operations described in the following sections.
Define
The Define option enables the user to define the campaign details. These include name,
purpose (a brief description of the campaign), icon (for facile identification), campaign
start/end date, as well as feedback, associated documents and user access rights.
Segmentation
The Segmentation feature enables the user to select the campaign target by adding
previously defined customer profiles in the campaign, for increased marketing impact. A
simple check-box menu assists the user, who simply has to check the desired marketing
target.
Loyalty Scheme
Loyalty Scheme is used for configuring specific loyalty-based activities, such as cycles
(time frames for events), reward types, formulas (employed when loyalty points are
granted based on user consumption parameters), calculated views.
Version 3.1
Page 23 of 34
New
Not yet
deployed
Deployed
Withdrawn for
new
customers
Legend
New version of the
loyalty scheme
Withdrawn
Progress of the
same version of the
loyalty scheme
The targeted customer segment to which a loyalty scheme is addressed can be identified
using customer profiles, campaigns, customer groups and manual selection.
InTelestage CMS V8 allows you define different rules for the campaigns. Using Cyclic rules,
bonus-awarding points are calculated on a cyclic basis and the bonuses are awarded according to
the points accumulated at the end of the cycle. Usually, a cycle is equal to a day, but it can also be
set to other periods, such as days, weeks, quarters or years.
Predefined campaigns
InTelestage CMS is delivered with a number of built-in, predefined campaigns, which
cover a large area of marketing goals. Campaigns, in InTelestage CMS, are carried out
per segments of customers identified through a profile. Through its dedicated
communication channels (SMS), the campaign is sure to hit bulls eye and get maximum
response rates from targeted subscribers. Loyalty campaigns can be operated for specific
periods, for specific services, against specific tariff plans or other parameters, thus
allowing tremendous flexibility.
The campaign workflow enables the user to devise the logical structure of the campaign.
A workflow consists of stages, which represent the steps followed in the succession of the
campaign built on the communication channels.
A campaign needs a good management to be a success. The campaigning module allows
you to set the campaigns and their place in the marketing plan so you can coordinate the
communications with the targeted customers.
Customised campaigns
Version 3.1
Page 24 of 34
The campaigns delivered with InTelestage CMS can be easily customised to suit the
operators needs; moreover, new campaigns can be drawn for specific marketing
purposes, for segments or sub-segments that require additional or special loyalty policies.
The user can very easily devise and run marketing campaigns via the easy and intuitive
campaign workflow. The dedicated communication channels SMS can be used to
deliver the marketing message to the subscribers, ensuring high responsive rates and
interactive campaigning. The campaigning modules advanced features allow the stages
of the campaign to be easily introduced, monitored, attached a template and even
simulated, to ensure smooth running of the campaign.
Version 3.1
Page 25 of 34
TECHNOLOGY OVERVIEW
Version 3.1
Page 26 of 34
Version 3.1
Page 27 of 34
Version 3.1
Page 28 of 34
Page 29 of 34
Founded in 1998, Business Logic Systems has established itself as a leading provider of
business intelligence software and operational support solutions to mobile network
operators, and has built up a strong customer base worldwide.
The companys solutions enable network operators, virtual operators and service
providers to alleviate the challenge of large-scale information extraction and analysis.
Business Logics InTelestage family of products Campaign Management Suite,
Reporter, Self Care, Service Centre and Voucher Manager - offer advanced solutions for
global wireless or convergent telecom operators, bringing together several business
intelligence, service and marketing applications, either as a complete, integrated solution,
or as individual modules.
All our products are designed to help service providers boost revenue and profits by
analysing business and customer drivers and trends, enabling this knowledge to be used
for generating schemes for targeted business management; business management that
encompasses areas such as, tariff planning, competitive analysis and planning, churn
management, like-for-like marketing, and customer loyalty/reward campaigns.
InTelestage is cost effective, using Microsofts .Net architecture, simple to use and
complementary with all existing data warehousing schemes.
Business Logic has customers in central Asia, the Caribbean, western and central Europe,
and the Far East. The company provides management, sales, product support and
administration from offices in London, (UK), Kuala Lumpur, (Malaysia), Melbourne
(Australia) as well as research and development from its Cluj-Napoca facility in Romania.
Business Logic Systems has formed strong relationships with leading organisations in the
wireless field including LogicaCMG and Microsoft. The company is also an NVP (New
Ventures Programme) member of GSA, the Global mobile Suppliers Association and a
Microsoft Certified Partner.
Version 3.1
Page 30 of 34
5.1.1
The Central Processing Unit (CPU) and Random Access Memory (RAM) requirements for
the InTelestage Database Server are displayed in the table below:
System Configuration
1 database server as specified in Appendix A using 1 EVA enclosures
every with 24 x 300 GB 15.000 rot/min SCSI disks.
5.1.2
The Central Processing Unit (CPU) and Random Access Memory (RAM) requirements for
the InTelestage Datastage are displayed in the table below:
System Configuration
Processor(s): 2 Intel dual core Xeon at 3 GHz
Random Access Memory (RAM): 8 GB
HDD 2*300 GB SAS 3G disks 10000 rot/min
(as specified in Appendix B)
5.1.3
The Central Processing Unit (CPU) and Random Access Memory (RAM) requirements for
the InTelestage Application servers are displayed in the table below:
System Configuration
Processor(s): 2 Intel dual core Xeon at 3 GHz
Random Access Memory (RAM): 8 GB
HDD 2*300 GB SAS 3G disks 10000 rot/min
(as specified in Appendix B)
Version 3.1
Page 31 of 34
5.1.4
The Central Processing Unit (CPU) and Random Access Memory (RAM) requirements for
the InTelestage Application servers are displayed in the table below:
System Configuration
Processor(s): 2 Intel dual core Xeon at 3 GHz
Random Access Memory (RAM): 8 GB
HDD 2*146 GB SAS 3G disks 10000 rot/min
(as specified in Appendix B)
5.2.1
5.2.2
CPUs
Version 3.1
Page 32 of 34
Memory
Internal
Devices
FC card
5.3.2
64 GB
2 x 300 GB 15K SAS 3 G
DVD-ROM Drive
FC interface to the EVA 4100
Servers
Software
Requirment
CPUs
Memory
Internal
Devices
Conectivity
5.3.3
EVA 4100
Version 3.1
Page 33 of 34
5.3.4
Switches
Version 3.1
Page 34 of 34