An Application of SOBI Architecture for Cross-selling in Telecoms Industry
Mona Bakharaei Nia1, Tanko Ishaya2, Mehdi Shajari3
1Mona Bokharaei Nia, Department of Computer Engineering & Information Technology, The Amirkabir University of Technology Tehran Polytechnic, Iran.
2Tanko Ishaya, Department of Computer Science, University of Jos, Nigeria.
3Mehdi Shajari, Department of Computer Engineering & Information Technology, The Amirkabir University of Technology Tehran Polytechnic, Iran.
Manuscript received on March 22, 2013. | Revised Manuscript received on April 13, 2013. | Manuscript published on April 30, 2013. | PP: 856-865 | Volume-2, Issue-4, April 2013. | Retrieval Number: D1592042413/2013©BEIESP
Open Access | Ethics and Policies | Cite
© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Mobile market is becoming saturated and competitive in telecoms industry. To diversify their business, mobile operators are moving away from traditional voice communication to mobile value-added services (VAS), which are new services to generate more average revenue per user (ARPU). Therefore, it is important to find the relationship between some products in order to sell appropriate products or services to appropriate customers at an appropriate time. This is why cross-selling is critical for mobile telecom operators to expand their revenue and profit. In this study, we investigate the application of a Service Oriented Business Intelligence (SOBI) architecture by aggregating subscriber usage data from multiple sources, including transactional call data records (CDR), recharge records, billing systems and VAS service usage records towards helping operators to identify a wide range of service usage patterns of Telecoms operations. The extended architecture assists analytics-driven marketing solutions for operators to not only develop Upsell & Cross sell strategies to maximize customer’s revenue but would also serve as a basis decision-making required to optimize product combination and selling settlement issues. The architecture integrates data from heterogeneous data sources of the organization.
Keywords: Service oriented architectures, SOBI; CRM, VAS, Cross-Selling, CDR, Data mining.