Q : Do you think campaign management is still seen as an operational decision rather than strategic decision within mobile operators?
A: Yes. I believe there is a need for change in perception of campaign management impact on operator business. It is still seen as an operational decision to streamline marketing process. But impact needs to be seen from 3 key angles – Customer Experience, Incremental Revenue and Cost Savings. In today’s highly competitive telecom markets where an unsatisfied customer has different options to choose from, understanding their needs and preferences is extremely important. Retaining customers means catering to their unique needs in a responsive and timely manner. Operators would like to add incremental revenue leveraging their current assets and investments in short-term and a suitable technology can help them achieve that objective. On the cost front, a fully automated, a fully integrated and totally managed campaign management solution can bring substantial cost savings. Therefore the decision to select a campaign management solution is no more operational, it is a strategic decision.
Q : You have recently made a foray into the Africa market, what has been your experience there in terms of receptiveness of mobile campaigns?
A: We are seeing tremendous success in our campaign management efforts in Africa. The results produced by our marketing consulting teams are transforming the way marketing is done. Africa market has typical characteristics of developing markets like, high churn rate, decreasing ARPU, high prepaid base and growing VAS adoption. Africa Market requires innovative, real-time, integrated campaign management strategy that can help Operators improve their RoI. We are bringing in transformation through marketing agility and campaign results we have achieved were rarely seen in African market before. Overall, it has been a very positive experience and we are looking for an even higher adoption of mobile campaign management in near future.