Company: Silknet
Company background: Silknet, the leading telecommunications operator in Georgia, offers a range of high-quality full telecommunication services. Company was the pioneer in Georgia to introduce IPTV services and currently provides the fastest gigabit LTE mobile internet in the region. Silknet's commitment to reliability and sustainable development is evident through its successful issuance of local and Eurobonds in 2017 and 2019, respectively. Just recently, Silknet became the first telecom company in Georgia to deploy a 5G network, reaffirming its strong standing as the leader in the region. Silknet takes pride in its innovation, customer focus, and social responsibility, and is dedicated to maintaining its leading position in the market.
Contact: Asmat Kalandadze
Title: Project Manager
Country: Georgia
Award Category: Innovative Problem Solver
Tell us about the business problem you were trying to solve?
Despite the relatively limited market, Silknet never afraid and always follows to use innovative technologies and innovations in its processes. That is why Silknet chose to adopt SAS and collaborate with SAS Professional Services consultants, business consultants, and international talent.
Silknet is now developing and running innovative campaigns on SAS Engage Direct, and this allowed Silknet to solve various problems:
- The business problem was to increase customer loyalty and enhance the promotions delivery.
- Managing a large volume of information.
- Aggregating data from various sources for segment identification. According to the segment to offer the specific campaigns.
- Increasing activations of data packages and bundles.
How did you use SAS to solve that business problem? What products did you use and how did you use them?
1. Wheel of fortune - SAS Engage Direct facilitated the establishment of a system wherein specific conditions were delineated to generate a list of potential packages for subscribers. Within this framework, subscribers had the opportunity to secure a designated package through a lottery mechanism. SAS played a pivotal role in articulating the precise conditions and criteria governing the selection and allocation of packages to subscribers.
2. Segmentation based campaign - With the assistance of SAS, we could utilize subscriber information within the company to segment subscribers. This segmentation enabled the generation of personalized offers, which then will be communicated to subscribers via SMS. The product utilized for this process was SAS Engage Direct.
- Reactivate customers going silent.
- Upsell higher data allowances.
- Push Mobile Data Adoption.
3. Location Based Campaign - Through the thorough processing of Call Detail Record (CDR) data, we precisely determined subscriber locations. This information allowed us to identify a distinct segment comprising individuals planning to leave the country. Subsequently, we strategically offered customized roaming packages to this identified segment through SMS communication. The execution of this targeted approach was facilitated using the SAS SAS Engage Direct product.
What were the results or outcomes?
1. The subscription includes a gaming element, introducing an engaging dynamic that significantly enhances its appeal to subscribers. This implies that the subscription is designed to offer more than just a standard service, incorporating interactive and entertaining features. By
- integrating gamification, the subscription not only meets the functional needs of the subscribers but also aims to provide a more enjoyable and immersive experience, making it particularly intriguing for those who choose to subscriber.
- Increase in subscriber activity and an increased package activation rate.
- Subscribers now receive the offer precisely when they are eligible, need to activate it, resulting in a notable uptick in the number of package activations. This strategic timing ensures that subscribers are presented with the offer at the opportune moment, contributing to a heightened response and an overall increase in the utilization of packages.
Why is this approach innovative?
- For the first time, the package activation process has been transformed into a lottery-style experience, which was first in the market in telecommunication, and well received by customers.
- Utilizing dynamic segmentation based on the subscriber's current status to generate a tailored offer.
- This marks the first occurrence when an offer is generated and presented based on the subscriber's location
What advice would you give to new SAS users?
Silknet is part of a large Group (Silkorad Group). The Silk Road Group is one of the leading private investment groups active in the Caucasus and Central Asian regions operating across various sectors of the Georgian economy, including transportation, technology, trading, media & IT, energy, real estate, retail, hospitality & entertainment, telecommunications, and banking.
Discussions are ongoing inside the Group to assess the possibility of extending SAS solution use to the other Group’s affiliates.
Silknet is promoting actively the introduction of SAS to other customers in Georgia and working tightly with SAS team to reach this goal.
We want to thank SAS in general and particularly the team who is responsible our account for their support and guidance during the implementation and the operation of SAS solution. Their suggestions and knowledge of the solution allowed us to better design our deliverables and more importantly significantly decrease the time to market.
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