Used by industries:
Q: What is the business value of Demograft?
Demograft is designed by CTOs and CMOs to solve their topical problems. What they needed is smart actions, not just analytics for:
• investing into mobile broadband profitably in the context of inflated customer expectations to download speeds and lower data plan fees
• target promotions precisely to maximize advertising return
Q: How much value does it add?
Up to 3 EUR per subscriber to the operator’s ARPU and EBITDA – the equivalent of 11% of typical annual network investments and marketing budget.
Two examples from Demograft existing customers:
• Offloading those 3G users to LTE who often stay in overloaded 3G sites, are heavy traffic users, have high ARPU and most importantly, live, work and commute inside good LTE network coverage – yields 0.30 EUR/subs for spared 3G investments;
• Upselling LTE to high-ARPU customers who live, work and commute inside good LTE coverage – yielding 0.33 EUR/subs in additional revenue, and when combined with LTE rollout, bringing forward revenues by 6 months.
Q: How does Demograft work?
Demograft collects all passive location information of subscribers without adding any additional load to radio network. Next, Demograft applies algorithms to location data, combines results with customer data from DWH/CRM and OSS.
Q: Bring some examples of Demograft algorithms
Essentially the whole customer base is turned into sensors of network quality. Demograft automatically detects network weak spots that OSS and radio planning tools will not see. This reduces the number of routine drive tests significantly. A cost efficient way to optimize the network and improve subscriber satisfaction at the same time.
Demograft algorithms analyze where people live, work and commute. We can even identify fans of the same football club that operator sponsors. This profiling of subscribers is a huge asset in campaign planning, especially in the prepaid environment.
Q: What are the other (non-financial) benefits for our organization?
According to our customers the speed of getting the right information for decision making, the speed of taking actions once the decision is made, and of course also the speed of implementing Demograft.
Demograft bridges silos within the organization. As one VP of RAN told us: “I can now select “high-ARPU” and “VIP” customer profiles myself and immediately get from Demograft the list of sites that I need to upgrade ASAP. I do not need another series of meetings with my CMO!”
Q: But how do our subscribers benefit from Demograft?
Demograft emphasizes the benefit of customer segmentation. Demograft surgically separates network customer experience of high-ARPU customers from the rest. This moves the organization from monitoring the network performance to caring about the customer experience. The whole organization will start looking at its services through the eyes of the subscribers.
Q: This sounds like Demograft is an extremely complex system?
Yes and no. With Demograft it takes only two mouse clicks and no training for what previously took weeks of data analytics. The Demograft platform takes only one month to implement. But yes, algorithms and software engineering tools to achieve this simplicity are sophisticated indeed.
Q: How does Demograft impact our CAPEX?
Demograft’s annual fee based licensing model along with hosted option lowers CAPEX.
Q: This involves tracking people, is this OK?
Demograft implements tree layers of functionality to protect personal data of end-users. In this way we meet legal requirements and even more address public concern over privacy.
Q: What is your market success or take up rate?
Demograft is commercially available since June 2013. By today we have 3 customers in production and 3 ongoing implementation projects. This is pretty good result for being on the market only 5 months!