Digicel Group has acquired an analytics tool from device management and intelligence firm Mobilethink.
It aims to allow the network operator’s different business units to better analyse the composition of the installed base of devices for its 11 million customers in the Caribbean, Central America and the Pacific basin markets and how this impacts profitability and uptake of services.
The network operator’s aim is to get a detailed understanding of how the capabilities, features and technologies of the devices attached to its networks can be turned into business advantage. Digicel plans to increase the take-up of new mobile internet offerings and greater average revenue per user (ARPU) from each subscriber by driving up data usage.
“Digicel sees significant revenues arising from Mobilethink’s device analytics solution,” says Mario Assaad, Group CTO of Digicel. “Now we can better extract and analyse the diversity of the installed base of mobile devices in our networks, and use this intelligence across markets and departments to launch new services and targeted campaigns in an intelligent way.”
By acquiring Mobilethink’s analytics solution to bolt on to its existing business intelligence system, Digicel operations in 30 countries can now obtain data and reports on the addressable market for new services, supporting the capabilities of every device used in its 2.5G and 3G networks.
Currently, Mobilethink’s solution can analyse up to 170 capabilities on more than 7,500 devices. Mobilethink supports all global device vendors including smaller, local brands in India and China. No other analytical tool has such a high quality data repository to rely upon.
The analytics tool is simply bolted on to Digicel’s existing business intelligence solution, and data is pushed from Mobilethink’s enterprise-class servers in Denmark to Digicel’s centralised data warehouse.
Digicel’s local companies had to put up with limited device capability coverage in the past, but now they can reportedly aggregate live device data from all its networks and combine that with other sources of data such as subscriber revenue, data usage, retail, and customer care.
Armed with this information, local companies have a complete business intelligence overview of each device and subscriber present in the network and are gaining deeper insight into challenging analysis not supported by traditional BI systems like change of device ownership, device lifecycle per segment, device churn patterns, use of grey market devices, device profitability, support cost per device brand and model, and segmentation of subscribers based on device capabilities.
“Mobilethink is transforming the way that network operators develop their businesses,” says Lars Houbak, CEO of Mobilethink. “In a similar way to Digicel, all can use our device analytics solution to better qualify decisions in marketing, customer care and new service launches that go beyond what today’s BI systems can provide.”
Denmark-based Mobilethink A/S has provided mobile operators with its systems for more than a decade. More than 100 mobile operators have used Mobilethink’s solutions to manage data of about 250 million subscribers in more than 35 countries around the world.
