Telecommunication Industry

Marketing Analytics
Zaki Masood Siddiqui
Working at: The Searle Company
Majors: MBA in Marketing
E-mail: std_18491@iobm.edu.pk
Cell: 0333 3242836

Syed Muhammad Hammad

Working at: Wah! Brands
Majors: MBA in Marketing
E-mail: std_17915@iobm.edu.pk
Cell: 0345 8224901

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Industry Outlook

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 TELEDENSITY TELECOM
79.62
70.81
REVENUES
60.8
463.5
454.4
439.5 445.1

2013-14 2014-15 2015-16 2012-13 2013-14 2014-15 2015-16

MARKET SHARE MOBILE BROADBAND

24.6 21
49 Mobilink Mobilink
41
Telenor Telenor
20.8 Ufone 10 Ufone
Zong Zong

36.7 28
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TELECOMMUNICATION METRICS Subscriptions

Quality Usage

Coverage &
Market share Spread

Revenue

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1.
SUBSCRIPTIONS
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Subscriptions
Churn per month (3%)
Subscriber per Employee (13,000)
Total Subs
-Subs Segmentation: Prepaid (95%), Post Paid (5%)

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2.
REVENUE
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Revenue
ARPU ( Average Revenue Per User) (for multiple product)

o Total Revenue / Total No of Subscriber

o ARPU Segmentation: Voice ($4), Data ($8), Aggregate ($4)
o ARPU Segmentation: Prepaid ($3), Postpaid ($11), Blended ( $4)
o Two or more product consumption combination

ARPM (Average Revenue Per Minute)

o Total Revenue / Total session time

o ARPM Segmentation: Prepaid ($0.15), Postpaid ($0.022), Blended ($0.02 )

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Revenue
Average Revenue Per Call
Average Revenue Per Cell Site
Average Revenue Per Employee
Revenue Breakup (%)
-Access: Connection, Subscription (15%)
-Call (61%)
-Data (5%)
-SMS(5%)
-Roaming (9%), International Roaming Revenue (1%)

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3.
COVERAGE AND SPREAD
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Coverage and Spread
Revenue per area

Top 50% Users Revenue %

Top 50% Sites Revenue %

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Coverage and Spread
Towns/Population Covered

Area Covered

Revenue per town

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4.
QUALITY
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Quality
Connection Establishment (Accessibility)
-Call Setup Success Rate (CSSR) (>95%)
-Standalone Dedicated Control Channel (SDCCH) Congestion (<1)

Connection Maintenance (Retainability)

-Call Drop Rate (CDR) (< 2%)
-Worst Affected Cells for Call Drop Rate (<5%)
-Connection with Good voice quality (>95%)

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5.
MARKET SHARE
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Market Share
Revenue Market Share
-Revenue share of a company in an industry.

Revenue of Company
Total Industry Revenue

Minutes Market Share

-Number of minutes (outgoing) consumed in comparison of total outgoing minutes of an industry.

Total Minutes consumed of a Company

Total minutes consumed in the industry

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Market Share
Subscribers Share
-133 million subscribers by the end of year 2016
-Subscriber of a Company
-Total Industry Subscriber

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6.
USAGE
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 Usage
Minutes of usage (MOU) (for single product)
o Total Time Usage
o No of Customer

Average Number of Calls per Subscriber

Average Call Duration

International Roaming Minutes

o International Roaming Minutes Segmentation: Incoming (64%),
Outgoing (36%)

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Usage

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Coverage and Spread
Minutes of Usage (MOU)
MOU Segmentation: Prepaid (400) , Postpaid (1000), Aggregate (420)
MOU Segmentation: Incoming (220), Outgoing (200), Aggregate (420)

Number of Outgoing SMS Per Sub Per Month (30)

% Airtime Capacity Utilization

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Thanks!
Any questions?