Tango Telecom Real time Engagement Playbook

REAL-TIME ENGAGEMENT PLAYBOOK
FOR MOBILE OPERATORS
MAKING DATA PAY

Monetise every subscriber interaction with
contextual real-time engagement
Contextual marketing is about UNDERSTANDING
WHO the subscriber is, WHERE they are,
WHAT they are doing, and what they are likely to do NEXT
COMBINING relevant subscriber information
with the REAL-TIME context
to deliver REAL-TIME personalised ENGAGEMENT
at THE RIGHT TIME, EVERY TIME.

Stop analyzing and start engaging
Real-time Engagement builds and monetises relationships with subscribers,
nurtures subscriber communities and shapes and empowers brand
ambassadors. Subscribers want to see, feel and really engage with brands.
They expect consistent and personalised experiences delivered wherever
and however they choose and they are disappointed by the continuing
flood of irrelevant communications they receive.
Mobile operators have a unique opportunity to maximise the engagement
potential from every touchpoint in their subscribers’ digital journey if they
could interact directly with their subscribers in real-time. This would enable
them to seek out key loyalty-boosting and revenue generating
opportunities. They are uniquely positioned to gauge context, and to
predict intent which in turn means that they can reach and influence
subscribers right at that decision making moment. But their traditional
campaign management solutions lack the automated real-time engagement
and predictive analysis requirements needed to drive successful real-time
engagement.
If your subscriber runs
out of data, the time to
send him or her a
personalised offer is
NOW, not in 2 weeks, 2
days or even 2 minutes.

Stop analyzing and start engaging
Real-time Engagement means combining what operators know about their
subscribers with what those subscribers are doing in real-time to make the
right offer at the right time and location. If a subscriber runs out of data,
the time to send him or her a personalised offer is NOW, not in 2 weeks, 2
days or even 2 minutes.
Mobile operators want to deliver choice, flexibility and visibility to their
subscribers in order to stimulate mobile data usage, monetise subscriber
engagement and increase loyalty. They want to enable an immediate and
direct engagement with individual subscribers. They want and need to
establish a continuous two-way dialogue with their subscribers. But time
and again, their existing systems are limited and fail to provide the
flexibility, the ease of operation and the service velocity needed to execute
sophisticated real-time engagement.
If your subscriber is
thinking of churning, the
time to engage is NOW,
not in 2 weeks, 2 days or
even 2 minutes.
With the right solution, operators can surprise and delight subscribers by
turning every real-time engagement opportunity into a lasting impression.

Understanding the power of REAL-TIME engagement
Revenues are increased
by ensuring promotions
and offers are
personalised, timely and
relevant
Conversion rates are 10
times higher for
individualised promotions
and offers made in real
time
When subscriber
engagement is
personalised and
targeted, brand perception
is improved and churn is
reduced
TANGO TELECOM
REAL-TIME
ENGAGEMENT
Subscriber “happiness” is
improved with real-time
predictive product and service
recommendations
Time to subscriber and time to
revenue are significantly decreased

Finding key trigger points throughout the subscriber
lifecycle
Decision to purchase
Social media
Onboarding
Devices/Upgrades
Change of access
/LTE/WiFi
Loyalty transactions
Recharge/Billing
Customer Service
Interactions
Adopt new services
acquire
serve grow retain

The benefits of REAL-TIME engagement
• Predict and prevent churn early
• Increase responsiveness and conversion rates for
offers and promotions
• Decrease cost of developing and launching a new
promotions
• Accelerate subscriber usage and spend
• Encourage subscriber to explore and adopt additional
services and experiences
TANGO TELECOM
REAL-TIME
ENGAGEMENT
• Precision marketing means no cannibalisation of
existing revenues
• Measure performance at a granular level not possible
with mass marketing efforts

Real-time engagement
usecases

Onboarding
Real-time Engagement for Onboarding ensures a deeper
engagement with subscriber, enhancing your acquisition
effort from the start. In their first 90 days, over 35% of
prepaid subscribers churn. With Real-time Engagement,
operators can proactively reach out to their newest
subscribers with highly targeted real-time welcome plans.
Operators can engage with individual subscribers at key
opportunities during this initial 90 day period and
encourage them to recharge, to try additional services and
experiences, and to secure loyalty.
Sample offers/incentives:
• discounted 1 st and 2 nd recharges – 20% off
• earn bonus loyalty points for 3 rd recharge
• earn bonus data towards favourite activity - free data for
Facebook when you purchase 4GB
• migrate to a new and more suitable plan with no
penalties in the first 90 days
Analyse
Automatically identify the
newest subscribers when
they reach certain balance
or usage thresholds or
engage during a certain
activity – all in real-time
Engage
Immediately engage with
subscribers by sending
highly persuasive and
targeted offers and
incentives
Measure
Reduce prepaid churn,
increase prepaid
subscriber loyalty, boost
prepaid ARPUs, increase
new service adoption

Uplifting
Real-time Engagement for Uplifting enables operators to
cost-effectively maximize the value of their existing
subscribers. Normally, a typical subscriber will increase his
usage when he has recharged his balance but as he gets
closer to his limit, he will slow down and limit his usage.
Real-time Engagement identifies when the subscriber slows
down his usage and pushes personalised and persuasive
offer to him. This will encourage the subscriber to recharge
his balance and to begin using his phone freely again,
boosting revenues for the operator.
Sampleoffers/incentives:
• discounted recharges – 20% off
• earn bonus loyalty points by recharging now
• earn bonus data by recharging now – 4GB for the price of
2GB
• offer a flat rate for access to favourite apps -
Analyse
Automatically identify
subscribers when they
reach certain balance and
usage thresholds in realtime
Engage
Immediately engage with
subscribers by sending
highly persuasive and
targeted uplifting offers
Measure
Reduce churn, increase
subscriber loyalty and
boost revenues

Churn Reduction
Real-time Engagement for Churn Reduction enables operators
to identify and score subscribers based on their estimated
potential to churn and offer them targeted incentives based in
their score, on their individual profiles and on their real-time
contexts.
By combining real-time engagement with established customer
retention strategies, operators treat each subscriber as an
individual and engage at exactly the right time to ensure
maximum impact. By sending personalised real-time offers
tailored to individual contexts, operators speak directly to their
subscribers, address their needs and keep them loyal and
happy.
Sample offers/incentives:
• personalised device upgrade offers
• migrate to a new and more suitable plan without penalties
or contract extensions or offer try and buys of new services
• earn bonus loyalty points to spend on
shopping/dining/travel based on preferences
Analyse
Identify subscribers at risk
of churn based on their
silence or real-time actions
Engage
Immediately engage and
incentivise at-risk
subscribers by presenting
highly persuasive and
targeted retention offers
Measure
Reduce churn, reduce
onboarding costs, increase
usage, increase subscriber
loyalty, increase new
service adoption

Silent Roamer
Real-time Engagement for Silent Roamers enables mobile
operators to identify and encourage silent roamers to use
data with attractive and well-timed roaming plans and
promotions, all in real-time.
The solution includes advanced features such as black and
white-listing, black-out periods and control over number of
messages received by any individual subscriber.
Sample offers/incentives:
• discounted roaming rates for favourite destinations
• accumulate bonus data to use at home – for every 2GB
of roaming data purchased, earn 1GB to use at home
Analyse
Identify 100% of silent and
low usage roamers in realtime
Engage
Engage with roamers at
key selling points with
triggered location-aware
lower priced incentives to
promote usage
Measure
Increase roaming
revenues, roaming data
usage. Improve subscriber
quality of experience

Loyalty
Real-time Engagement for Loyalty enables mobile
operators to identify and reward high value subscribers by
providing offers and experiences based on their individual
profiles, past behaviours and real-time contexts. This
means operators can easily prioritise subscriber segments
that matter the most.
Sample offers/incentives:
• personalised device upgrade offers
• migrate to a new and more suitable plan without
penalties or contract extensions or offer try and buys of
new services
• earn bonus loyalty points to spend on
shopping/dining/travel based on preferences
• try and buy for new services and experiences
• instant win – recharge now and win a prize
• surprise & delight – an out of the blue reward based on a
real-time context
Analyse
Identify the segment of
“one” by matching
personalised offers to
individual subscribers their
real-time actions
Engage
Immediately engage with
subscribers by sending
highly persuasive and
targeted retention offers
Measure
Reduce churn, increase
subscriber loyalty, increase
revenues

Postpaid lifecycle value
Real-time Engagement for Postpaid subscribers ensures
that mobile operators maximise the revenue potential
from their postpaid subscriber base. By leveraging the
numerous trigger points through the postpaid subscriber
lifecycle, mobile operators create a continuous two-way
dialogue with their most valuable subscribers.
proactively engaging with subscribers, operators can
recognise and adapt to their needs and learn what makes
them happy and not so happy with real-time insights which
can be fed into future campaigns, further increasing
marketing effectiveness.
Sampleoffers/incentives:
• access Youtube and immediately receive a 30 minute
video streaming offer
• offer a shared data plan immediately when subscriber
buys a second device
By
Analyse
Identify key moments in
the postpaid subscriber
lifecycle in real-time
Engage
Create micro-campaigns to
offer extremely targeted
and relevant offers
Measure
Increase revenues,
increase usage, improve
subscriber quality of
experience

Sponsored Data
Real-time Engagement for Sponsored Data enables mobile
operators to identify and reward subscribers based on
their individual profiles, preferences and real-time actions.
Subscribers are offered highly targeted free data rewards
matching their needs and preferences. Operators benefit
from increased data usage as subscriber consume offers
from brands and receive data access to relevant apps and
content as a reward. Revenues are increased from
partnerships with brands which could include a revenue
sharing strategy. Finally loyalty is increased by offering
more choice and providing subscribers with free data
rewards from their online activity.
Sample offers/incentives:
• sign-up for trials and newsletters and get data rewards
• buy from online retailers and receive data rewards
• accumulate points towards a new device upgrade
Analyse
Identify subscribers based
on their real-time actions
Engage
Immediately engage with
subscribers by sending
highly persuasive and
targeted offers for relevant
brands
Measure
Reduce churn, increase
subscriber loyalty, increase
usage and open a new
revenue source from
brands

Brand Ambassadors
Real-time Engagement for Brand Ambassadors enables
mobile operators to identify key influential subscribers and
turn then into brand ambassadors. Viral marketing works
and when a friend recommends, we listen.
Analyse
Identify key influencers
based on their real-time
actions, interactions and
their circle of influence
Engage
In order to gain their attention, operators can engage with
key influential subscribers proactively and personally and
empower those subscriber to go out and grow their sphere
of influence. Influencers can receive a status badge By
launching a new product or service with the influencer
group, operators can see the effectives of viral marketing in
real-time by tracking who else takes up the offer and their
links back to the influencer circle.
Sample offers/incentives:
• reward key influencers based on their real-time actions
• reward key influencers based on offer uptake within their
influencer circle
• test new services and offers within the influencer group
first before launching to wider subscriber base
Immediately engage with
influencers by sending
highly persuasive and
targeted incentives that
they can share
Measure
Increase subscriber loyalty,
increase usage, increase
new service adoption,
increase Net Promoter
score

Collaboration
Real-time Engagement for Collaboration enables mobile
operators to collaborate with OTT and App providers to
identify and incentivise subscribers in real-time as they
access partner apps and services.
Subscribers are sent highly targeted micro-offers that
exactly match their real-time needs and contexts.
references. For example with the subscriber opens
Youtube, he receives an offer for 30 minutes video
streaming, or when he starts to download a video, he
receives a turbo-boost offer to download the video in 5
minutes instead of 30. Operators and App providers could
also reach out to gamers and offer in-app turbo-boosts to
download the latest version of games or new game packs.
Sample offers/incentives:
• open Youtube and get a 30 minute video streaming offer
• let your kids play games with time-based based offers
that don’t affect your postpaid bill
Analyse
Identify subscribers in realtime
as they access
partner apps and detect
the exact resources
needed for their intended
activity
Engage
Engage by sending highly
targeted micro-offers for
use with these partner
apps – offering exactly the
resources needed for a
specific activity
Measure
Reduce churn, increase
subscriber loyalty, increase
usage and open a new
revenue source from
revenue sharing with OTT/
App providers

Real-time engagement use-case for every
touchpoint in the subscriber’s lifecycle
Meet your subscriber!
Pre-paid subscriber, loves her
iPhone, addicted to Netflix and
Facebook. Usually tops up by
$20 on the 1 st Monday of every
month.
1
Dynamic discounting for data
Motivate Tess to consume more data
during off-peak times or at specific
locations by sending a limited
time/location offer during her 1st onpeak
data session of the week.
4
Uplifting
Tess buys a 30 day prepaid data
plan, but reaches her limit on day
25. Her low balance triggers an
offer for a 5 day pass to get her
to the end of the month.
Reinvigorate
Tess hasn’t used data in 5 days.
The system automatically
recognises this, analyses her usage
and profile and sends her a 24 hour
pass for one of her favorite
activities, Facebook.
2 3

Increase Net Promoter® Score
Tess is a very loyal customer with lots of
friends (she is always on Facebook and
Twitter) – Turn Tess into Promoter by
rewarding her with 24 hour data passes
to gift to her friends.
Cross promotion
5
7
6
Plan optimisation
Detect in real-time that Tess is
using 3x her normal data rate,
analyse her usage and offer her a
better plan to match her needs.
Normally Tess switches off data
roaming – but this year her provider
detected that she was in the airport
and sent her a data roaming offer that
was too good to pass up.
Loyal,
engaged
subscriber
8
The Right Offer, Everytime
Create informed, agile engagements
by constantly testing and refining
offers to ensure the best offer is
always the one sent to your
subscriber.

Real-time Engagement – Tango Telecom
The Tango Telecom Real-time Engagement solution is revolutionising how mobile
operators engage with their subscribers. Our customers now interact in real-time with
their subscribers at optimal upselling opportunities including reaching a low balance,
trying to access a new service, arriving at a particular location and at times of high or low
usage.
The results are amazing and far reaching: increased revenues, improved subscriber loyalty,
more effective marketing. Our customers are experiencing up to 60% increased revenues,
6x increase in conversion rates and increases in market share and dramatic reductions in
churn.
The Real-time Engagement solution ensures that the right offer always reaches the right
subscriber at the right time – every time.

About Tango Telecom Real-time Engagement
• Complete end to end real-time engagement solution combining
behavioural analysis and real-time marketing features with
unmatched network expertise
• Create and launch precision marketing campaigns in minutes
using the intuitive designer with support for multiple delivery
channels (APP, USSD, SMS, Email, MMS) with real-time context
triggers to initiate offers at the optimal moment
• Automatic matching of the most relevant offers to each
subscriber in real-time: ensuring that the right offer reaches the
right subscriber at the right time
• Automated provisioning for new plans and services: allowing
subscribers to immediately purchase and activate new offers
from their handsets
• Real-time Dashboards and Reporting: monitor campaign and
offer effectiveness and continuously refine and improve.
• Flexible deployment options and fully virtualised: available on
premises or in the cloud