To retain customers with more than Business Intelligence Foundation flow Management

Communications Industry newspaper reporter Shandan If the flow of business is likened to the operator of a site to be developed, business intelligence is to activate the site of the modern equipment, with it, operators can be more efficient and better quality to carry out traffic management work. "The cost of developing a new user is 5 times times that of an old user"-a law that prevails in the telecoms industry.　　Following this law, telecom operators are committed to implementing various strategies to increase user viscosity and to retain users to the maximum extent possible. However, before the advent of business Intelligence (BUSINESSINTELLI-GENCE,BI), it was difficult for users to retain their jobs. "The account manager does not know which customers are leaving, which customers have greater value potential, which customers have higher success rates, and how to make the limited retention funds the most effective."　　"A person who has been a customer manager in a telecom operator said that after the emergence of business intelligence, through the construction of business analysis system, the Customer Manager can clearly understand the situation of each customer, so that customers retain work to achieve a targeted, multiplier effect."　　According to the relevant statistics, in the early voice business operators, business intelligence successfully helped many operators to reduce the user's net rate, for example, with the help of business intelligence system, an operator retained the forecast list users for two consecutive months, and the overall turnover rate dropped from 5.3% to 4.6%.　　After entering the whole business operation, the operators are facing more and more fierce competition environment, the business intelligence is playing more and more important role, it can not only effectively help the operator to carry on the user, but also can improve the user's ARPU value to a great extent. Today, operators are proposing "traffic management".　　In operators ' view, business Intelligence has become a magic weapon for operators to switch from "price war" to "Flow Management". After the important role of business intelligence is realized, the operator begins the construction of business analysis system. China Mobile, for example, began preparing its business analysis system as early as 2001 and drafted relevant specifications and standards.　　2002, China Mobile began to invest heavily in business analysis system construction, and in 2004 to achieve the provincial management Analysis system and the company's first-level business analysis system of the national network. Operating analysis system in use, to help China Mobile to carry out a number of successful customer retention work.　　For example, a mobile company's old customers Yang after a long bad return, staff suddenly contacted him, suggested that he use suitable for business personnel tariff package. Yang often travel outside, with mobile phone business is very frequent, each month is very high. Based on an analysis of Yang's phone habits, staff suggested that he switch to a new business package, which would largely reduce the cost.　　On the face of it, the move did a bit of a bargain, but in fact it was Yang became a loyal customer of China Mobile and suggested that other users make a net move to earn more money. After entering the full business operation,Users are facing more and more choices, and the competition between operators is more and more fierce.　　After the continuous "price war", operators gradually fall into the dilemma of "increment does not increase", and a large number of low loyalty customers to transfer or change the business. Although the operator through the use of a certain period of time, such as gift calls to reduce the loss rate of users, but after the end of the preferential period, the user still chose to leave the net.　　And if can according to the business intelligence carries on the analysis of the user attribute, launches the target to retain the work, the effect is far more effective than the gift bill and so on measure. Therefore, operators pay more attention to the construction of business intelligence, and constantly improve the function of business intelligence system, at the same time also bring effect. Some time in 2010, Jinzhong China Mobile's number of new users fell from 70% to 30%, the business Analysis system quickly found the move, and feedback to decision-making.　　7 days later, Shanxi Mobile has introduced a new marketing plan to curb this trend. At present, operators start from "price war" to "Flow Management", business intelligence plays a more important role. An expert in Sichuan Telecom Operations Support Center, who declined to be named, said in an interview with reporters from the communications industry newspaper: "If the traffic management work is likened to a place to be developed, business intelligence is the development of this piece of the modern equipment, with it, operators to carry out the work of higher efficiency and better quality.　　"Enhance the awareness of BI construction However, there has been an opposition in the operator's voice, that the cost of the construction of business intelligence and the actual economic benefits are not proportional." It is understood that the construction of a business intelligence system requires operators to invest tens of millions of dollars, and directly from the user's economic benefits may be only millions of or even better earnings. In this regard, the Sichuan telecom experts said: "The economic benefits of business intelligence investment can not be simply assessed from the direct economic benefits, business intelligence more embodied in the modern commercial competition in the intangible aspects." "For example, with the BI system, the company leader has enough information to support the decision, this has indirectly saved a lot of cost for the enterprise's subsequent investment in the production process. With the BI system, the enterprise has unified Information View Department, the information between the organization is more unobstructed, the goal realizes unification, enhances the overall combat and the market quick response ability　　With the BI system, market-oriented customers operate more accurately, while the cost of inputs is reduced while revenues increase. "Sichuan Telecom is committed to BI's construction every year, that is to see the value of BI, we can not only from the direct economic income evaluation, but also to consider the cost of opportunity to the BI, but also consider the positive impact of BI on the enterprise management model."　　"The expert said. China Mobile and Unicom are also firmly promoting the construction of business intelligence.　　China Mobile Business Analysis System Bass has evolved from the initial 1.0 stages to 3.0 phase, for China Mobile to carry out traffic management work to provide more support. With the development of mobile Internet, mobile BIhas also become a new trend. The three operators also started the relevant attempts and construction two years ago. Sichuan Telecom experts told reporters that they have carried out two years of mobile bi construction work, and achieved certain results, the establishment of mobile Internet users based on the characteristics of business management system and mobile Internet model based decision system.　　According to the correlation analysis, mobile BI will become the key point of the 2011 operators ' construction.　　Overcoming Bigdata challenges Telecom industry has entered the Bigdata era, the number of users every year, the user access to data traffic is more and more large, user behavior is gradually personalized, these are the construction of business intelligence system has put forward many challenges. A person from the bi manufacturer told reporters: "At present, business intelligence is mainly confronted with the challenge of the contradiction between massive data and real-time." How to ensure a large number of data transmission to the operators in time, this is the future of business intelligence an important issue.　　At the same time, because of the mobile internet era, user behavior gradually personalized, how to carry out the precise positioning of customer personalized demand for business intelligence also posed a certain challenge.　　To address these challenges, BI vendors began to introduce cloud computing into the building of business intelligence. A bi developer from the manufacturer told reporters the advent of cloud computing first makes bi have the ability to deal with massive data, and the processing power can be increased more than 10 to dozens of times times; Secondly, the BI in cloud computing can realize the function of entity Shared Service center through powerful information sharing, data sharing and computing sharing. Third, Cloud computing can enhance BI's timeliness.　　Cloud computing enables BI to get and download transaction data in a shorter time, to perform stronger data analysis, to run more powerful business activity detection tools, and to provide better feedback as the business occurs. "In this way, it is a good solution to the massive data and effectiveness of the contradictions between."　　"said the person. It is noteworthy that foreign operators have begun to introduce business intelligence into the development of application stores. The competition between operators is embodied not only in voice service and data service, but also in the future of multiple personalized service delivery.　　Therefore, with the business intelligence, will enable operators to break away from the "price war", truly achieve flow management. His mountain stone Orange: Introducing bi into the App Store for 2009, Orange is involved in the Application store field. Orange recognizes that personalization plays an important role in the success of the App Store. Because the App Store has a large number of products, each user has a variety of different preferences, providing their most relevant advice will promote the purchase, enhance the customer experience, and enhance the attractiveness of the application store.　　Operators can learn about customer behavior through all of their communications products and services, including voice, data, and value-added services. To this end, Orange began to deploy advanced personalized technology based on artificial intelligence, such as product recommendation engine and advertising positioning tool. In addition, Orange uses business intelligence tools to understand the flow of productsTrends to encourage development groups to develop applications that attract a segmented customer base.　　These trends are attractive to developers, many of whom are small bosses with no resources or expertise to help with this complex data analysis.　　By deploying business intelligence, Orange has developed more distinctive, personalized applications that have greatly improved user viscosity.　　Italy Telecom: Customer-centric since the liberalization of the Italian telecommunications market, the competition has been particularly fierce, the emergence of a large number of telecom service providers, including the traditional telephone service provider, but also rely on the internet provider of services, are trying to attract the attention of users. Telecom Italia recognizes that having operational information will help telecoms companies estimate many things, such as how many additional revenue-generating promotions are planned or which products and customers can generate more profits for the company.　　To do this, start deploying business intelligence. Through the business intelligence system, Italian Telecom can learn more about customer behavior, to determine what they really need, they can at the most appropriate time and place to provide them with the most appropriate products and services, to ensure that more people in the company to truly customer-centric, to establish a more targeted customer loyalty program. It turns out that business intelligence has helped Italy's telecoms to compete effectively and gain more profits.