Mahindra Comviva, a subsidiary of Tech Mahindra, has assembled MobiLytix as a marketing platform for operators that claims to aggregate subscriber usage data from multiple sources including transactional records, point of sale (POS) and value-added service (VAS) service.
It is said to equip the operators with tools to identify a wide range of service usage patterns and develop strategies to maximize customer lifetime value. The information can be leveraged to proactively target customers with relevant promotions.
It also aids chief marketing officers and marketers with customer insights to analyze hidden revenue generating patterns and formulate product and growth strategies, said the company.
Speaking on the launch, Manoranjan Mohapatra, CEO, Mahindra Comviva said:
“Globally, operators are increasingly concerned about customer retention. They are also trying to monetize existing customers by cross-and-up selling additional services. With the MobiLytixTM Suite, we hope to establish a new business niche for customer and channel value management, driven by analytics and actionable insights.”
“With our product line, we expect to be a significant player in one of the fastest growing segment in the mobility space,” he continued.
Reportedly, its built-in predictive intelligence allows marketers to analyze customer behavior to predict attrition probability as well as purchase pattern of buy. This information can help marketers optimally target and influence customers with relevant campaigns.
The suite also enables operators to obtain real-time actionable solution, which according to claims can support 20,000 transactions per second on a single deployment while executing over 600 campaigns.
It eyes to do so through multiple modules, comprising of Campaign Management, Winback, Churn Prediction, Interactive Notifications, Next Best Offer, Subscriber & Retailer Loyalty Solution, Incremental Revenues through Incremental Sales (IRIS) and Digital Care.
Founded in 1999, Mahindra Comviva boasts a client roster of over 110 mobile network operators like Idea, Vodafone, Maroc Telecom and Mobinil which is now known as Orange Egypt. And its primary market competitors are ePaisa, OnMobile and 6d Technologies.
Earlier in January 2016, it acquired Advanced Technology Solutions (ATS) to strengthen its presence in Latin America and boost its brand equity.
