Telecom, Media & Entertainment
the way we do it
The system offers a consolidated view
of the operator s entire portfolio of
promotions. This allows marketers to
zoom in from a high-level, top-down
perspective to a detailed analysis of
individual offerings. The Integrated
Marketing System enables:
The fastest, most economical way
to increase ARPU.
Immediate growth potential
25 50% for content and 15 25%
for person-to-person messaging
Highly targeted propositions,
stimulating impulse purchases:
when the mindset is there and
the wallet is open.
All of the support needed for
successful implementation and
Powerful business monitoring
The Integrated Marketing System
provides real-time data about take-up
of promotions, as well as individual
usage (for example, when a user
downloads a content item as part of a
promotion). This enables quick,
accurate assessment of the
effectiveness of each promotion and
further refines market segmentation
(the user who reduces his or her SMS
usage could receive a special offer, for
Thus managers can use real-time
market intelligence based on key
performance indicators and success
criteria to make rapid modifications to
their campaigns, ensuring the best
possible results from every promotion.
Only deep integration can deliver the
required speed, flexibility and results.
Capgemini manages all integration
requirements, in particular with
CRM and billing such as content
and price list synchronization, or
teasers and discounts implementation.
The outcome is dependable
synchronization with the existing
services platform, the rating engine
and the mediation layer. Capgemini
will also ensure tight integration with
application services and service
delivery platforms to guarantee
seamless integration of
promotional offerings within the flow
of customer interactions.
Capgemini also supplies the
organization with the necessary
support helping and training the
marketing team to introduce
new business templates with
configuration of the Access Control
process also included.
The net result is that each new
promotional offering can be
implemented gradually, based on
business needs. An operator can start
with a small-scale launch to a sub-
section of the target group, to
informed decisions on a wider
rollout of the campaign.
Build customer loyalty based
on real-time data
The Integrated Marketing System,
which is entirely modular, is
integrated into the operator s service
network and fed with real-time
information on subscriber actions
such as portal browsing, content
download, messaging activities and
status of pre-paid accounts.
This information is used to trigger
personalized offers to customers
through the mobile portal, stimulating
cross- and up-selling, the purchase of
subscription discounts and other
benefits. These offers, woven into
portal browsing, create a unique
experience for each user, based on
their tracked preferences.
Using the Integrated Marketing System, one operator offered subscribers a
Buy One Get One Free offer every Thursday where customers had the chance
to get one free video clip download for every video clip download purchased.
As a result, traffic tripled and revenue grew by more than 50 per cent.
Video Clip Downloads
Over 300% Traffic
Video Clip Downloads
Source: Capgemini 1/2006
Using Retail Best Practice to Unlock the Mobile Market