Comviva, which provides integrated mobile VAS solutions in emerging markets globally, has announced the commercial launch of its Usage and Retention solutions, which is designed to extend the lifetime value of mobile customers. By drawing on the solutions suite of analytics and customer segmentation tools, operators are able to design innovative, real-time promotional offers that stimulate usage and drive revenues. The Usage and Retention suite comprises three solutions that each focus on addressing critical issues faced by operators.
Revenue Plus utilizes advanced micro-segmentation techniques to present the operator with a 360-degree view of the customer, enabling the design of effective up-sell and cross-sell campaigns that address the operators issue of falling ARPU.
Reconnect focuses on arresting churn, supporting operators in their endeavours to stem churn. Reconnect analyzes churn data at a highly granular level to identify at-risk customers and target them with relevant promotions.
Dynamic Discounting combines knowledge of network capacity utilization with price and customer demand modelling to define an optimal discount that shifts service usage patterns from peak to non-peak hours. By using discounting tactics that also help optimize network utilization, Usage and Retention improves service quality, which stimulates usage and enhances revenues, whilst also saving on capex and opex.
In the current mobile landscape, which is characterized by high competition and high churn, the ability to segment and enhance the value of customers over their lifetime represents a significant opportunity for growth, says Comviva CEO, Manoranjan Mohapatra- Comvivas Usage and Retention platform enables operators to improve the overall profitability of hard-won customers by implementing highly targeted and highly effective value enhancement techniques throughout the customers lifecycle. As markets mature, we see Usage and Retention forming an essential component of operators competitive strategies.