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Ensuring successful multi-brand strategy through customer analytics

Customer

KPN Group Belgium

  • 19% market share
  • 4.1 million mobile subscribers
    • 80.5% prepaid
    • 19.5% postpaid
  • ARPU: 14 Euros
KPN Belgium is part of the KPN Group, one of the most important European telecom operators.
 

Challenge

 
The fierce competition on the mobile market has significantly impacted voice and SMS revenues. Operators are now looking for new growth strategies.
Since 2002, KPN has been a pioneer in multi-brand wholesale strategy. The mobile network operator has implemented a segmented approach through the launch of new retail brands and partnerships with numerous active MVNOs. KPN Group Belgium commercializes the brands BASE, Ay Yildiz, Simyo, ZONIQ and BASE business.
 
In order to be fully effective and avoid any brand cannibalization effect, this market segmentation strategy needs to be built on strong customer insight.
This is one of the reasons why KPN selected Astellia in 2011 after thoroughly reviewing a list of prospective vendors.
 

Solution

Segmentation through customer insight

 
Through regular audits and the use of the Nova Analytics application, Astellia has been performing multi-dimensional analysis to help KPN Group Belgium enhance its understanding of subscriber mobile data usage and experience.
 
Astellia contributes to KPN positioning of each data service offer, brand and tariff plan by getting a deep understanding of different customer segment usage patterns. KPN can identify what any particular customer segment is using in terms of data volume consumption and applications through statistics such as:
  • Traffic usage comparison MVNO / Retail,
  • Traffic usage per application,
  • Application usage per tariff plan / brand,...

 

Usage comparison between retail subscribers and MVNOs

 

Benefits

  • Subscriber segment usage patterns analysis
  • Accurate customer segmentation & brand positioning
  • Service offer adaptation and creation to best suit each targeted segment
  • Increased ARPU and customer loyalty
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