Oracle Technology & Business Objects Bring a Wealth of Customer Profiling Information to Blu, Italian Telecom Operator

| Success story

Blu Telecom in Italy, teaming up with Oracle, asked Capgemini to provide a Data Warehouse for traffic analysis, customer profiling, tariff simulation, SIM activation, and marketing statistics to better understand customer behavior and therefore where to focus Blu services.

“Pronto!” The loquacious Italians are talking with more than their hands. According to ‘La Repubblica’ by 2005 nearly 50 million Italians will own a mobile phone, in other words nearly 87% percent of the country’s entire population (57.5 million) with two cell phones per family. 48 million will own a new generation GSM (Global System for Mobile communications) phone, and the remainder are expected to own a videophone.

Blu Telecom in Italy, teaming up with Oracle, asked Capgemini to provide a Data Warehouse for traffic analysis, customer profiling, tariff simulation, SIM activation, and marketing statistics to better understand customer behavior and therefore where to focus Blu services. Leveraging corporate data with Business Objects tools will increase Blu competitiveness, maximize profit and attract ‘true Blu’ customers.

Client Profile

Blu is the fourth largest mobile telecom operator in Italy. Its main services concern GSM (voice and data) and GPRS (General Packet Radio Services).

Blu’s company culture and strategy are built around providing new and innovative services. “Blu, the future that didn’t exist” Blu’s intention is to offer the latest telecom technology, surpassing the average operator - to be able to change the rules and interpret the future before, and better than other operators.

Blu’s service offerings began with private individual customers, and then grew towards focusing also on corporate services. The number of SIM cards purchased (above 5) determines a corporate customer.

The major shareholders in Blu are Autostrade (32%), British Telecom (20%) and Benetton (9%).

Blu registered 1,600 customers at the end of August 2001.

Business Issues

From the beginning Blu wanted to benefit from having a Data Warehouse - to better understand customer behavior and therefore where to focus on services. Blu looked for main system integrators and technology partners and selected Capgemini and Oracle.

Blu sales transaction, inventory, and customer information systems were all in place, but management was asking for better access to the data they generated. Blu wanted not only to view standard reports, but also to analyze the data, perform ad-hoc queries to fetch new data, and create their own reports.

Solution

Capgemini ‘shared the stage’ with Oracle on this project:

-Oracle provided the Data Warehouse on the “back-office” This refers to all activities concerning data model design as well as ETL (Extract, Transform, Load) operations. Scheduling, synchronizing and monitoring of processes is made with the Oracle Workflow tool. These procedures manage data that is:

  • fragmented
  • difficult to access
  • from disparate sources and platforms
  • difficult to understand and to analyze.

Capgemini managed the “front-office” applications that users interact with directly. Business Objects provided a Web-based query & reporting tool called Web Intelligence and a customer-profiling tool called Set Analyser is one of the most popular decision support solutions designed to meet critical query, reporting and analysis needs over the Web.

An important new extension to Business Objects is versatility - using traditional client/server deployment or a new three-tier web deployment. This new web deployment is called a zero-administration deployment of Business Objects (ZABO) and is used in this case for Blu. In a zero-administration deployment, client software is installed only on the Windows PC. All middleware is stored and administered on the Web Intelligence server where processing is handled.

Set Analyzer allows user to make “stipulative segmentation” (creating on-the-fly segments, or panels and analyzing their behavior with Business Objects).

The Oracle architecture used in this project is a cluster of two Sun Microsystems Solaris 4500. This architecture assures best performance and high reliability. System performances are optimized also with Oracle Parallel Server and Parallel Query, minimizing time in fetching data.

The project was divided into 2 phases with evolution into a third phase:

  • Phase One (six months) company data warehouse dealt with consumer data (traffic analysis).
  • Phase Two will deal with corporate customers and the delivery of new data marts for Network and Marketing in the GSM and GPRS areas.

Also in Phase Two Capgemini will manage the GPRS data marts (one for the Marketing Department and one for the Network Users.). The GPRS is a new non-voice, value-added service that allows information to be sent and received across a mobile telephone network. It supplements today’s Circuit Switched Data and Short Message Service. GPRS is providing a massive boost to mobile data usage and usefulness. That much seems assured from its flexible feature set - its latency, efficiency and speed.

Evolution

During Phase Three, Blu Corporate Data Warehouse is completing the Analytical CRM framework.. CRM Functionalities are going to be added to Customer Profiling: Loyalty Analysis, Database Marketing for Campaign Management, Closed-loop with Operational CRM. Corporate Data Warehouse classify Blu Customers in three classes and sends this information to CTI (Computer-Telephony Integration), allowing different Service Levels for Call Center response.

Benefits

Blu management and internal users can now:

  • transform large amount of data into information
  • benefit from better decision making opportunities
  • access data whenever and however they want
  • be independent from IT for new reports
  • be independent from transactional system performance
  • transfer knowledge internally
  • access customer profiling and segmentation statistics in order to provide a higher rate of client satisfaction
  • analyze marketing data i.e. customer behavior, needs and expectations
  • visualize competition (from other operators).

And providing GPRS service to Blu customers means that they benefit from faster data services!