This functionality is based on SAS's proven activity-based management technology and unique implementation experience with customers. Now incorporated in SAS Telecommunications Intelligence Solutions, these capabilities provide telcos with granular views of cost and profitability throughout the organisation, providing information that is essential to driving corporate revenue growth and profitability.
Telecommunications companies have historically allocated costs based on traditional accounting methods. This has resulted in the inaccurate attribution of costs to products, customers and channels. By using an activity-based costing approach, carriers are able to assign values to the actual drivers of these costs. This strategy enables telecommunications companies to drill down to the necessary level of granularity for more effective decision-making.
"SAS's implementation experience with carriers shows that 80% to 90% of profitability comes from 20% to 40% percent of customers," said Jens Echtermeyer, director of industry intelligence solutions at SAS International. "By embedding best practices from our several customer profitability-specific engagements directly into SAS Telecommunications Intelligence Solutions, SAS is helping carriers accelerate revenue growth and profitability through dramatically improved decision-making."
Examples of SAS's customer profitability projects include Auna Group (Spain), Vodacom (South Africa) and One (Austria).
Delivering competitive advantage
SAS Telecommunications Intelligence Solutions are used by many of the world's leading carriers to drive their business intelligence efforts. Customers range from Hutchinson 3G (Austria) to MTS (Russia) and Omnitel (Lithuania).
According to Hutchinson 3G CEO Berthold Thoma: "The main reason to deploy the SAS Telecommunications Intelligence Solutions was to continuously enhance our customer profitability-driven marketing campaigns. Out of the customer learnings on profitability we also strengthen our customer acquisition programmes. We selected SAS due to its broad experience in telecommunication and Internet analytics."
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In addition to helping identify customer, product, channel and tariff profitability, the enhanced SAS Telecommunications Intelligence Solution also includes the following capabilities:
* Customisable telecommunications-specific analytic and reporting components for customer retention, payment risk, cross-sell/up-sell analysis, customer behaviour and segmentation to speed implementation and increase ROI.
* Flexible and scalable telecommunications-specific data architecture that supports modular and more rapid implementations for both mobile and fixed line systems.
* Enterprise-wide business scorecard with telecommunications-specific key performance indicators (KPIs) that enable a more strategic single view of the enterprise.
SAS
SAS is the market leader in providing a new generation of business intelligence software and services that create true enterprise intelligence. SAS solutions are used at more than 40 000 sites - including 96 of the top 100 of the 2003 Fortune Global 500 - to develop more profitable relationships with customers and suppliers; to enable better, more accurate and informed decisions; and to drive organisations forward. SAS is the only vendor that completely integrates leading data warehousing, analytics and traditional BI applications to create intelligence from massive amounts of data. For nearly three decades, SAS has been giving customers around the world The Power to Know.
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