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InTelestageTM CMS Solution Proposal for Vinaphone

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For external release

InTelestageTM Campaign
Management System (CMS)
Solution Proposal
for
Vinaphone, Vietnam

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Document control
Title:

InTelestageTM CMS Solution Proposal for Vinaphone

Filename:

InTelestageTM CMS Solution Proposal for Vinaphone

Owner:

Rajini Kuganasan

Reviewer(s):

Kumeresh Khanna, Tan Heng Kiat

Approved for
external
release by:

Adrian Radulescu, Vicks Kanagasingam

Revision no.

Date

1.0

13-7-2010

Author
Rajini Kuganasan

Description
Version 1.0

Distribution list

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Name

Organisation

Tan Heng Kiat


Kumeresh Khanna
Adrian Radulescu

Business Logic Systems


Business Logic Systems
Business Logic Systems

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Copyright and confidentiality


2010 Business Logic Systems Ltd
3B North Mill, Bridgefoot, Belper, Derbyshire, DE56 1YD, UK.
www.businesslogic.co.uk
All rights reserved. This document or any part thereof may not, without the written consent of Business Logic
Systems Ltd, be copied, reprinted or reproduced in any material form including but not limited to photocopying,
transcribing, transmitting or storing it in any medium or translating it into any language, in any form or by any
means, be it electronic, mechanical, xerographic, optical, magnetic or otherwise.
Unless otherwise indicated, information contained in this document is proprietary and confidential and all
copyright, trademarks, trade names, patents and other intellectual property rights in the documentation are the
exclusive property of Business Logic Systems Ltd unless otherwise specified. The information including but not
limited to data, drawings, specification, documentation, software listings, source or object code shall not at any
time be disclosed directly or indirectly to any third party without Business Logic Systems Ltds prior written
consent.
The information contained herein is believed to be accurate and reliable. Business Logic Systems Ltd accepts no
responsibility for its use by any means or in any way whatsoever. Business Logic Systems Ltd shall not be liable
for any expenses, costs or damage that may result from the use of the information contained within this
document. The information contained herein is subject to change without notice.
InTelestage is a trademark of Business Logic Systems Ltd. Microsoft Windows is a registered trademark of
Microsoft Corporation in the United States and/or other countries. All the other brands and their products are
trademarks or registered trademarks of their respective holders.

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CONTENTS
1

Executive Summary...........................................................................6

2 Overview of Proposed InTeleStage Campaign Management System


V8............................................................................................................
8
2.1

Product Summary....................................................................................8

2.2 Key benefits.............................................................................................9


2.2.1 End-to-end loyalty campaigns management..............................................9
2.2.2 Multiple targeted campaigns simultaneously..............................................9
2.2.3 Dynamic interactive notifications to subscribers throughout promotions......10
2.2.4 Customer rewards based on any field in the Event Record.........................10
2.2.5 Customer lifetime value extension..........................................................10
2.2.6 Control and reporting...........................................................................10
2.2.7 Highly scalable hardware and software architecture..................................11
2.2.8 Rapid and cost effective implementation.................................................11
2.3

Functional Overview...............................................................................12

2.4 InTelestageTM Real-time Marketing Manager..........................................13


2.4.1 Subscribers eligible events...................................................................14
2.4.1.1.1
Time regularisations................................................................................................................14
2.4.1.1.2
Filtering eligible events...........................................................................................................15
2.4.2 Real-time rewards................................................................................15
2.4.2.1.1
Rewards thresholds..................................................................................................................15
2.4.3 Campaign notifications..........................................................................16
2.4.3.1.1
Notification types....................................................................................................................16
2.4.3.1.2
Personalised messaging...........................................................................................................17
2.4.3.1.3
Multilingual notifications........................................................................................................17
2.5

InTelestageTM Reward Manager..............................................................17

2.6

InTelestageTM Relationship Manager......................................................18

2.7

InTelestageTM Campaign Reporter..........................................................18

2.8

InTelestageTM Knowledge Base...............................................................20

2.9 InTelestageTM Profiler.............................................................................20


2.9.1 Segmentation and Profiles Management..................................................20
2.9.2 Predefined profiles...............................................................................20
2.9.3 Customized profiles..............................................................................21
2.10
InTelestageTM Marketing Manager.......................................................21
2.10.1
Campaigns Management....................................................................21
2.10.2
Campaign Workflow...........................................................................22
2.10.3
LOYALTY schemes management..........................................................23

Technology Overview.......................................................................26
3.1

Open Architecture..................................................................................26

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3.2

Operating Environment..........................................................................27

3.3

InTelestage Knowledge Base...............................................................27

3.4

Easy system administration...................................................................27

3.5

Security and user administration...........................................................28

3.6

Data archiving........................................................................................29

3.7

Back up and rollback..............................................................................29

3.8

Interfaces to Third Party Systems..........................................................29

Company Profile & References.........................................................30

Hardware and 3rd party software requirements................................31


5.1 Hardware requirements.........................................................................31
5.1.1 Campaign Management Database Server (1 unit).....................................31
5.1.2 Campaign Management Application Server (1 unit)..................................31
5.1.3 Real Time Application Server (2 units)....................................................31
5.1.4 Communication & Fulfilment Server (2 units)...........................................32
5.2 3rd party software requirements...........................................................32
5.2.1 Database server (1 Server)...................................................................32
5.2.2 InTeleStage Application & Communication servers (5 servers)...................32
5.3 Detail configuration...............................................................................32
5.3.1 Database Server (1 unit)......................................................................32
5.3.2 Application Servers (5 units).................................................................33
5.3.3 EVA 4100............................................................................................33
5.3.4 Switches.............................................................................................34

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EXECUTIVE SUMMARY

Business Logic Systems (BLS) would like to thank Vinaphone for this opportunity to be
able to present this proposal. BLS has been providing Tier -1, Mobile Operators worldwide
with a wide range of solutions that unlock the true value of real-time data, especially
service providers with a big pre-paid customer base. Our products, solutions and
technology offer powerful choices that challenge conventional wisdom in mining that
extra nugget of revenue from existing subscriber base.
BLS has successfully deployed InTelestage TM with a wide range of customers in Asia and
has deployed some very successful campaigns with them. Our Solution is designed to
specifically cater to the needs of both the telecommunications service providers and to
the media and entertainment industry players as well. The campaigns launched with
these customers have shown some very credible numbers such as our campaign with
Celcom a member of the Axiata group, they have experienced an increase in usage
(ARPU) by 5% within 3 months of deploying our solution and campaigns with it, while
others have shown an increase of monthly recharges by 25%. Additionally we have
introduced Best Marketing Practices in many of our deployments with our customers. This
technology once introduced into their environment also translates into a
reduction/savings by ~30% of their annual marketing cost.
Marketing departments of service providers need the right tools and technology that
allows them to understand customers better, track trends as they develop in the market
in real time to create distinct marketing approaches for each customer group that has
been targeted. Then more importantly, how quickly this process gets executed end to end
is key to boosting revenues for any Service provider in todays demanding market
environment. The BLS propositions intrinsic value is that we will manage the process end
to end with minimum recourses and reduction in operational expenditure on the long
term.
BLS would like to propose the following InTelestage TM software modules that formulate
the Campaign Management System (CMS) for Vinaphone to provide prepaid campaigns
with real time bonus delivery.
To be flexible and meet your business and commercial requirements we have structured
this proposal to be flexible and allow Vinaphone to deploy the Solution in two phases.
Phase 1: Real-time prepaid campaigns
Real-time campaigns for prepaid customers based on real-time events (i.e. recharge
events) from IN and real-time bonus fulfilments to IN.
Modules:
InTelestageTM
InTelestageTM
InTelestageTM
InTelestageTM

Real-time Marketing Manager


Relationship Manager
Reward Manager
Campaign Reporter

Integration:
Data source:
a. Ericsson IN
b. Huawei IN
c. ZTE IN
Communication: SMSC via SMPP v3.4
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Fulfilment:
a. Ericsson IN
b. Huawei IN
c. ZTE IN
Customer care: CRM API
Phase 2: Micro-segment daily prepaid campaigns
Micro-segment profiles created based on daily aggregated data from EDW i.e. usage and
recharge data of prepaid subscribers. Daily, weekly and/or monthly campaigns designed
based on these profiles and real-time bonus fulfilment to IN.
Additional Modules:
InTelestageTM Knowledge Base
InTelestageTM Profiler
InTelestageTM Marketing Manager
New integration:
Data source: EDW
The InTelestageTM software modules will be deployed in 2 phases as stated above but the
hardware and 3rd party software would need to be implemented in Phase 1 to ensure a
smooth transition to Phase 2. The hardware was sized based on the below assumptions.
The hardware can be reconfigured according to finalized scope with Vinaphone.
Hardware sizing assumptions:
15 million subscribers
Data loading:
o 2 million recharge EDR per day
o 15 Million aggregated usage data per day [25 fields per row of daily
aggregated data with the assumption of 1 subscriber would have one
row of data field per day]
Storage:
o 2 months of raw data storage
o 6 months campaign history storage
Interfaces:
o 30 TPS for campaign communication
o 10 TPS for rewarding fulfilment per IN, single interface
o 2 TPS for contact centre
Campaigns:
o 5 daily concurrent campaigns
o 2 real-time concurrent campaigns
Reports:
o 5 standard reporting template
The hardware and 3rd party software requirements are provided in Section 5 of this
document. Business Logic Systems strongly suggest that Vinaphone to purchase the
hardware directly from your preferred hardware supplier with the benefit of lower total
cost of ownership for Vinaphone.

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OVERVIEW OF PROPOSED INTELESTAGE


CAMPAIGN MANAGEMENT SYSTEM V8

The InTelestage range of campaign products for mobile network operators has for years
not only satisfied the growing need for specialised management of the subscribers base,
but also has to a large extent set the mark for others to follow.
Since the introduction of InTelestage Loyalty Server in 2003, the InTelestage productrange has expanded to cover a variety of functional areas and interfaces.
Based on our experience, InTelestage Campaign Management System (CMS) Version 8
introduces a single fully integrated InTelestage CMS product, encapsulating all the
functionalities previous contained in the InTelestage range of applications and
introducing a vast amount of new functionalities that make the definition, execution and
management of CMS even easier and more effective.
The product description below provides a summary of all the modules in the CMS
solution. The modules will be deployed according to phases for Vinaphone, as stipulated
in Section 1 above.

2.1 Product Summary


There is a succession of steps that InTelestage CMS must go through before we execute
a campaign. The entire circuit is best described by the diagram below:

InTelestage CMS flow overview

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The InTelestage CMS has been specifically designed as a comprehensive, all-in-one


solution for a large variety of issues confronted by service providers worldwide. As the
name suggests, special emphasis has been laid upon functionalities that provide
operators with increased retention rates through loyalty measures.
Loyalty measures represent the best way to fight churn: granting rewards and bonuses to
subscribers can increase customer satisfaction, the primary ingredient for retention. The
InTelestage CMS can provide advanced loyalty campaigning since the first step and all
the way to the ultimate aim that of successfully reaching the target public.

2.2 Key benefits


The benefits of using InTelestage CMS go to both the operator and the subscribers. The
operator benefits from the wide range of operations carried out by the application.
Segmentation, campaigning, rewarding and reporting are all embedded in a single cluster
of solutions. Loyalty campaign in itself means better retention costs and increased
revenue for the operator. Moreover, the cost-effective, all-in-one solution requires little
operational expenses. On the other hand, subscribers take full advantage of the reward
bonuses, they grow to appreciate the operator and become more loyal.
The benefits of InTelestage CMS are summarised as follows:

2.2.1

End-to-end loyalty campaigns management

InTelestage CMS has an in-house campaigning module, which assists the user while
carrying out marketing activities. The suite functions as an umbrella, providing end-toend campaigning. The entire marketing cycle consists of gathering data, analysing it,
defining the campaign, delivering the marketing message and then reaping the rewards
of success. The entire built-in flow covers all stages of campaign life cycle, and the user
greatly benefits from many of the procedures implemented by the suite. However, the
application does not merely stick to the course of action blindly; the user has the ultimate
decision on choosing and customising each campaign step.
Thus, the several customisable templates included in the application allow the user to
decide whether to use an existing template, to edit an existing template, or simply create
a new template to deploy in the process all for rapid, effective marketing applied to the
customers base as a hole or to specific segments. Campaigning has never been made
easier.
Knowledge Base technology
Retrieving vast amounts of data from service provider platform can prove to be a difficult
task to tackle with. InTelestage CMS is provided with Knowledge Bases, which contain
relevant information for creating customer profiles. They store records extracted from an
external source, according to the specified criteria.

2.2.2

Multiple targeted campaigns simultaneously

The InTelestage CMS enables several campaigns to be carried out simultaneously. The
application is provided with an easy campaigning tool, whose workflow includes several
campaigning templates a significant help in running marketing activities.

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2.2.3

Dynamic interactive notifications to subscribers


throughout promotions

In order for a campaign to be successful, the customer needs to be engaged through out
a campaign. InTelestage CMS understands just how important communication with the
subscriber is; promotions can be customised in such a way that the targeted customer
responds to the campaign, which increases response rates.

2.2.4

Customer rewards based on any field in the Event Record

InTelestage CMS has been designed to qualify rewards based on subscribers activity.
The activity is based on the loaded data (CDRs). Different fields from the CDRs including
event type, time of day, account ID, usage volume, charge amount, tariff plan, etc, are
loaded in the InTelestageTM Knowledge Base and are the base for bonus calculation.
Bonuses are granted in the form of money, free data units, free minutes, music videos,
game downloads etc.

2.2.5

Customer lifetime value extension

Expanding the customer lifetime value (LTV) represents an important marketing goal.
With InTelestage CMS, subscribers receive various rewards for their activity; customer
satisfaction, the basic ingredient in expanding LTV, is thus achieved.

2.2.6

Control and reporting

InTelestage CMS is provided with advanced control and reporting capabilities, which
enable the user to monitor the application in detail. The reporting features provide
advanced perspectives on the reward, on the application activities, and on various other
topics. The results are afterwards displayed as reports or charts.
The total amount of bonuses awarded to customers represents important costs for the
Service Providers budget. Due to this fact, high-security features and specific control
over users is provided within the InTelestage CMS.
Specific reports allow the Operators to both control and analyse the efficiency of the
loyalty bonuses policy. Such reports include:

List of rewards by campaigns

Summaries of awarded rewards

Failed delivery rewards

Intuitive graphical user interface


Apart from the advanced solution provided by InTelestage CMSs functions and
features, the application also has a highly intuitive interface. The user can use the
application with little or no difficulty at all, and intensive training and documentation is
provided in the whole package.

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InTelestage CMS desktop

2.2.7

Highly scalable hardware and software architecture

InTelestage CMS has been specifically designed to work using SQL Server 2008 and
Microsoft Windows 2008 operating system.

2.2.8

Rapid and cost effective implementation

Business Logic Systems Ltd. prides itself with the rapid implementation of the
InTelestage CMS. On the implementation, the application is highly cost-effective in
terms of financial and time resources; moreover, it requires little human effort for
maintenance.

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2.3 Functional Overview


The following diagram describes InTelestage CMS components and their advanced interconnectivity. The data used in the analysis process is used in a series of processes that
refine it and employ it in proactive loyalty marketing.
Note: The below diagram is a typical Campaign Management System (CMS) deployment.
The actual deployed interfaces would be reaffirmed upon detail analysis of Vinaphones
network infrastructures in place.
Phase 1: Real-time prepaid campaigns
Real-time campaigns for prepaid customers based on real-time events (i.e. recharge
events) from IN and real-time bonus fulfilments to IN.

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Phase 2: Micro-segment daily prepaid campaigns


Micro-segment profiles created based on daily aggregated data from EDW i.e. usage and
recharge data of prepaid subscribers. Daily, weekly and/or monthly campaigns designed
based on these profiles and real-time bonus fulfilment to IN.

2.4 InTelestageTM Real-time Marketing Manager


Business Logic Systems has developed InTelestage Real-Time Marketing Manager as a
solution for mobile network operators who aim at stimulating the usage levels of their
subscribers by offering them real-time interaction and real-time rewards based on
subscriber activity in the network.
The overall business advantages of the application include the fact that InTelestage RealTime Marketing Manager:

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Launches multiple campaigns on the same or distinct server


machines

Sends campaign offer, reminder or reward notifications in realtime


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Offers real-time interaction to subscribers

Allocates rewards to subscribers in real-time

Generates reports for management purposes

Real-Time Marketing Manager architecture

2.4.1

Subscribers eligible events

InTelestage Real-Time Marketing Manager recognizes a great variety of customer events,


such as:

Recharges

Account activation

VAS

Calls

Ring Back Tone activation

From among all these event types, mobile operators will select specific events which will
qualify their subscribers to take part in a campaign. The events that can be rewarded in
InTelestage Real-Time Marketing Manager are called eligible events. The subscribers who
qualify for receiving rewards are called eligible subscribers.
The capability of recognizing specific event types does not depend on InTelestage RealTime Marketing Manager, but only on the mobile operators choice and platform
capabilities. Depending on the amount of data on the mobile operators platform,
InTelestage Real-Time Marketing Manager requires or not a distributed system.

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2.4.1.1 Time regularisations


The subscribers eligible events happen to arrive late from the mobile operators platform.
Let us take the example of a campaign ending on the 1st of December, at 23:59:59. The
events are counted for the respective campaign until 23:59:59. In case an event takes
place before 23:59:59 but it arrives late, only after that time, from the mobile operators
platform, Real-Time Marketing Manager will consider it, however, in the campaign.
This is a great advantage for a mobile operator, as the campaign can run correctly,
irrespective of little time inconveniences.

2.4.1.2 Filtering eligible events


Subscribers can qualify for a reward during a campaign based on their events in the
network. Mobile operators can choose to apply filters on those events. Of course, these
settings need to be established before a campaign becomes active, in order not to affect
the correctitude of the respective campaign. For example, mobile operators can choose to
reward only the events that take place on specific days of the month or of the week, or
on specific hours of the day. They can also choose to reward their subscribers only for the
events that fall into a specific tariff plan.
The subscribers can also be rewarded for:

The value of their events; depending on the event, the value


can represent a duration for calls, a number for the
SMS/MMS, or a money value for recharges.

The sum of their events; the sum of the subscribers events is


taken into consideration for the rewarding process.

The count of their events; the subscribers events are counted


and the counter can be reset daily, weekly or monthly.

Any combination of these three rewarding filters can be made through multiple
simultaneous InTelestage Real-Time Marketing Manager campaigns.

2.4.2

Real-time rewards

InTelestage Real-Time Marketing Manager is definitely specialised in efficiently applying


rewards to the subscribers, based on their eligible events during an ongoing campaign.
The most important fact about rewards is that they are applied to the subscribers in realtime.
Depending on the mobile operators choice and platform capabilities, the bonuses that
can be awarded to the subscribers can consist of:

Credit

SMS bundles

MMS bundles

Ring-back tones

Bonuses can be applied only once, for the subscribers first event only, or for each of the
subscribers event. The bonus value can vary depending on several criteria; there can be
value exceptions on a specific date, on a specific day of the month or of the week, or at a
specific hour.

2.4.2.1 Rewards thresholds


After applying filters to the subscribers eligible events in a campaign, mobile operators
can set create, modify and delete the criteria that trigger the granting of a reward.
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The rewards can be granted whenever a threshold is attained. The reward thresholds can
be of the following types:

Fixed values

Grater or equal than

Less than

Interval

Any value

For each

For example, the mobile operator chooses to offer rewards to subscribers for their
recharges that exceed 5. The rewards can be calculated as a fixed value (a certain
amount granted on each event) or as a percentage of the amount of the event that
generated the bonus award.

Bonus threshold settings

2.4.3

Campaign notifications

When employing InTelestage Real-Time Marketing Manager, mobile network operators


benefit from the important marketing advantage of sending personalised notifications to
the eligible subscribers of a campaign. The users of the solution need to compose a
message text in a specific language.

2.4.3.1 Notification types


The notifications sent to the subscribers can be of several types, to suit the needs of a
mobile operator during complex campaigning:

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Offer notifications when subscribers are informed of the


campaign offer, also called broadcast notifications. The offer
notifications can also be sent before the start date of a
campaign, in case the campaign is already active, to prepare
the subscribers and call their attention to the campaign offer
before the campaign has actually started.
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Bonus notifications when the subscribers are offered a


reward; also called rewards notifications. The bonus
notifications benefit from macros, which enable personalised
messages.

Reminder notifications when the subscribers are reminded


of the mobile operators offer. A list of subscribers is uploaded
using the application GUI, but only those subscribers on the list
who have not received a bonus yet will be sent a reminder
notification.

2.4.3.2 Personalised messaging


As personalised messages are important to acquiring customer loyalty, in InTelestage
Real-Time Marketing Manager, notifications are configurable and can be customised
according to the campaign requirements.
In the text of the bonus notifications the solution users can choose to insert macros,
which enable the sending of a customised message to its recipient. Thus, subscribers will
receive notifications that can contain some or all of the following personalised details:
bonus date, bonus expiry period, bonus type, bonus, value, campaign start date and
campaign end date.
For example a subscriber can receive the following message: Hello! You have received
10 on 12.10.2010 for your recharges in the Bonus X campaign. You can spend the
reward on calls until 12.12.2010. Thank you for using our network!

a
Notifications settings

2.4.3.3 Multilingual notifications


As an advantage of the solution, mobile operators can compose messages in a variety of
languages, also being able to change the notification language for every campaign.
A very important feature of InTelestage Real-Time Marketing Manager is that several offer
messages can be sent within the same campaign. The same message can have multiple
translations, and can be sent to the subscribers according to their preference.

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2.5 InTelestageTM Reward Manager


The InTelestage Reward Manager provides the integration interface to the rewarding
platforms e.g. IN. It allows rewarding thresholds be defined for the targeted segments
with different rewarding rule configure to complete the loyalty scheme. List of rewarding
parameters are available to enable the operator to have flexibility to define the reward
criteria base on their requirements.

2.6 InTelestageTM Relationship Manager


InTelestageTM Relationship Manager provides the integration interface to the
communication platforms e.g. SMSC. Communications are used to send standard or
personalised messages relating to a Campaign to the customers in a Population. The
communication via SMS can be the purpose of the Campaign itself or an introduction to
the Loyalty Scheme that is also a part of the Campaign.
Moreover, the call scripts capabilities of the InTelestage CMS will enable contact centres
to interact with subscribers individually, proposing new services to them in a customised,
personalised manner. Call centres activity can thus be significantly improved.

2.7 InTelestageTM Campaign Reporter


An effective campaign management relies on the possibility to analyse its efficiency and
the results returned at each stage of the campaign. Analysis includes:

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number of customers targeted by the campaign,

number of customers responding,

number of rewards given per each campaign,


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rewards type and value

Campaign report

InTelestage CMS has been provided with a special module meant to monitor campaign
marketing activities, to ensure smooth running of the campaign. The module is the
Campaign Monitoring Tool. Below you can see the Campaign Monitoring Tool interface.

Campaign Monitoring Tool

Via Campaign Monitoring Tool, you can oversee the following processes included in
campaigning related to campaigns:

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Date and status of the campaign

Start/end date time, and time units related to the campaign

The campaigns tasks schedule, with detailed insights related to


segmentation, rewards, export activities, external processes
(connection to third-party applications), feedback
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Task parameters namely, the task name, task status, priority,


schedule/execution date and priority

2.8 InTelestageTM Knowledge Base


The InTelestage CMS uses the data residing in the service providers platform. The
intelligence on the subscribers is extracted and stored in our Knowledge Bases; from this
repository, CMS draws the profiles necessary for deploying the loyalty campaigns.
Customers can receive notifications related to service providers campaigns, such as
better tariff plans, loyalty point bonuses or other bonuses and rewards.
Communication is carried out through the dedicated SMS channels which ensure that
the operator addresses the subscriber in a personalised way.
To provide advanced security settings to the application, the InTelestage CMS
application is split into two desktops designed to be used by the application
administrator and the application user.

2.9 InTelestageTM Profiler


2.9.1

Segmentation and Profiles Management

InTelestage CMS represents the answer to a vital marketing issue: campaigning is


significantly more successful when deployed on specific customer segments and profiles.
InTelestage CMS is provided with advanced profiling features; the application drills
down into the customers base, extracts data according to the specified criteria and
groups it into views; afterwards, the data is further refined according to segmentation
rules in order to extract the desired segments. There are two types of subscriber profiles
implemented in InTelestage CMS predefined and customised.

CMS segmentation rules

2.9.2

Predefined profiles

Customer profiling allows operators to engage in proactive marketing in order to increase


customer retention and profitability. InTelestage Profilers predefined profiles can be used
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to identify a variety of customer types including bad debt, service migration and up
selling; customer behaviour is thus easier to identify, classify and understand.
Here are some examples of predefined profiles available in InTelestage Profiler:

2.9.3

Unprofitable Subscribers (for example, depending on usage)


Standard Profitable Subscribers (for example, depending on usage)
High Profitable Subscribers (for example, depending on usage)
Top Profitable Subscribers (for example, depending on usage)
Active Subscribers
Inactive Customers
Customers who are two weeks away from credit expiry

Customized profiles

If predefined customer profiles do not suit the operators overall tendencies of the
customers base, additional profiles and segments can be drawn. The user can use simple
procedures and intuitive wizards to draw the profiles according to a number of specified
criteria.

LOYALTY Suite Customising the segmentation rules

2.10 InTelestageTM Marketing Manager


2.10.1 Campaigns Management
The InTelestage CMS is designed to carry out advanced loyalty and marketing
campaigns. Campaigning is set to target specific customer segments and profiles, which
enables to dispatch personalised marketing messages with increased impact to
subscribers. Any campaign starts after the process of gathering and analysing data;
based on the results, the user selects the media channels, the campaign duration, types
of bonuses and others.
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In InTelestage CMS V8, a campaign undergoes the following stages:

CMS campaign stages

New
A campaign in this status is being conceived, and the configuration is still under way.
Defined
A campaign is in the Defined status when it is ready to run. All configurations have been
performed.
Started
The campaign in the Started stage is currently running. The user can oversee the
campaigns information via the Campaign Monitoring Tool.
Stopped
The campaign in the Stopped stage has already been run and completed. Based on the
user preferences, the campaign template can be used as starting point for additional
marketing.
The above statuses can be monitored via the advanced Campaign Monitoring Tool, a
module that enables the user to oversee the campaign throughout its execution.

2.10.2 Campaign Workflow


The InTelestage CMS has been designed to provide advanced assistance when dealing
with campaigning. To make sure campaigning is carried out with increased chances to hit
target public, the InTelestage CMS is endowed with an intuitive campaign workflow to
assist the user when devising marketing approaches. Workflows are user-friendly, with a
highly intuitive interface. Moreover, advanced users can find special features in the
campaign wizard, which can help them to perfect loyalty activities.

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InTelestageCampaign workflow and its stages

The campaign workflow has been designed to include features that enable the user to
perform several operations right from the very interface. Given the applications modular
structure, these operations may vary, depending on the implementation. The standard
features include the operations described in the following sections.

Define
The Define option enables the user to define the campaign details. These include name,
purpose (a brief description of the campaign), icon (for facile identification), campaign
start/end date, as well as feedback, associated documents and user access rights.

Segmentation
The Segmentation feature enables the user to select the campaign target by adding
previously defined customer profiles in the campaign, for increased marketing impact. A
simple check-box menu assists the user, who simply has to check the desired marketing
target.

Loyalty Scheme
Loyalty Scheme is used for configuring specific loyalty-based activities, such as cycles
(time frames for events), reward types, formulas (employed when loyalty points are
granted based on user consumption parameters), calculated views.

2.10.3 LOYALTY schemes management


The InTelestage CMS V8, allows you to define an unlimited number of loyalty schemes,
each scheme being applied to one or more customer segments. A loyalty scheme is
defined based on a segmentation rule, a loyalty rule and a reward rule.
In general, each loyalty scheme has a period of effectiveness and a number of states that
change during the campaigns lifecycle. These states are not visible to the end-user and
are defined as New, Not Yet Deployed, Deployed, Withdrawn for New and
Withdrawn.

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New

Not yet
deployed

Deployed

Withdrawn for
new
customers

Legend
New version of the
loyalty scheme

Withdrawn

Progress of the
same version of the
loyalty scheme

The flow of loyalty scheme versions through all their states

The targeted customer segment to which a loyalty scheme is addressed can be identified
using customer profiles, campaigns, customer groups and manual selection.
InTelestage CMS V8 allows you define different rules for the campaigns. Using Cyclic rules,
bonus-awarding points are calculated on a cyclic basis and the bonuses are awarded according to
the points accumulated at the end of the cycle. Usually, a cycle is equal to a day, but it can also be
set to other periods, such as days, weeks, quarters or years.

Predefined campaigns
InTelestage CMS is delivered with a number of built-in, predefined campaigns, which
cover a large area of marketing goals. Campaigns, in InTelestage CMS, are carried out
per segments of customers identified through a profile. Through its dedicated
communication channels (SMS), the campaign is sure to hit bulls eye and get maximum
response rates from targeted subscribers. Loyalty campaigns can be operated for specific
periods, for specific services, against specific tariff plans or other parameters, thus
allowing tremendous flexibility.
The campaign workflow enables the user to devise the logical structure of the campaign.
A workflow consists of stages, which represent the steps followed in the succession of the
campaign built on the communication channels.
A campaign needs a good management to be a success. The campaigning module allows
you to set the campaigns and their place in the marketing plan so you can coordinate the
communications with the targeted customers.

Customised campaigns

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The campaigns delivered with InTelestage CMS can be easily customised to suit the
operators needs; moreover, new campaigns can be drawn for specific marketing
purposes, for segments or sub-segments that require additional or special loyalty policies.
The user can very easily devise and run marketing campaigns via the easy and intuitive
campaign workflow. The dedicated communication channels SMS can be used to
deliver the marketing message to the subscribers, ensuring high responsive rates and
interactive campaigning. The campaigning modules advanced features allow the stages
of the campaign to be easily introduced, monitored, attached a template and even
simulated, to ensure smooth running of the campaign.

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TECHNOLOGY OVERVIEW

3.1 Open Architecture


All Business Logic Systems applications have been designed to be IN and Billing platform
independent. However different IN and Billing platforms would have different interface
requirements therefore this is not a standard interface. Our business relies on our ability
to integrate quickly and cost effectively with a wide variety of third-party platforms. Our
open architecture ensures that integration capability and flexibility is achieved as much as
possible, reducing the need for any modification within the third party platform.
Business Logic Systems Ltd. has considerable service providers platform integration and
project management expertise, which is focused on ensuring the risk-free implementation
of our products on a global basis.
InTelestage makes use of industry standard hardware architecture and is designed to
be both scalable and cost effective. The system may require the use of one or more
servers depending on the size of the system and the means of delivering the analysis to
the desktop.
Our solution can be scaled for networks having from mere thousands to millions
subscribers and is customised for each customer depending on the implementation
conditions.

Basic description of the localization in typical implementations

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3.2 Operating Environment


The InTelestage system was made using Microsoft .NET technology and Service
Oriented Architecture (SOA), implemented by Web Services. SOA represents an evolution
of proven software architectural principles commonly implemented in object-oriented
systems. The entire core of the applications was developed in Microsoft Visual C#.
The database relies on Microsoft SQL Server 2008. SQL Server 2008 Reporting
Services is used as server-based reporting solution.
InTelestage uses the security features provided by Microsoft .NET Framework to
protect the code from unauthorized users and to protect the system from unauthorized
use of the code. Application Framework, the InTelestage Framework, provides
Administrators and users authentication and limit access rights on functionality provided
by applications, menus, and bars using desktops. The authentication in Application
Framework is done using a one-way SHA cryptographic algorithm. The encoded
passwords have a fixed length no matter how long the password is, and cannot be
decrypted by any means. Re-encrypting the password the user supplied and comparing
it with the encrypted password from the server make the actual authentication.
Operating System and Database software
Microsoft Corporation. Business Logic Systems is a Microsoft Certified Gold Partner.
This enables Business Logic Systems to be at the leading edge with regard to developing
and deploying solutions utilising the Microsoft .NET and SQL products, which allows their
products to be highly scalable and flexible. All of Business Logic Systems products are
designed and implemented in .NET, utilising is Windows 2008 server as the operating
system and SQL server 2008 as the data force. Data analysis and publishing is managed
using Microsoft Reporting Services as a highly flexible and powerful reporting tool.
Server Hardware
Hewlett-Packard. Business Logic Systems is part of the Hewlett-Packard Developer &
Solution Partner Program (DSPP) which is designed to help create unique solutions across
the broad spectrum of HP's platforms and operating systems. The goal of the program is
to match high-quality services with customer development cycle, marketing, and sales
needs.

3.3 InTelestage Knowledge Base


InTelestage CMS has a wide range of options to control the system load by scheduling
data loading from the Intelligent Network platform and from the Knowledge Bases into
profiles, as well as campaign loyalty schemes scheduling.
InTelestage Knowledge Base is a data collection agent that includes data loaders and
transformation logic to efficiently load, validate, package and transfer data into the
knowledge bases. Data loading is scheduled to ensure that there is no reduction in the
efficiency of operational systems.

3.4 Easy system administration


Due to the importance and the sensitive nature of the information handled by the
InTelestage CMS, the system provides administrators with specific tools to operate
specific tasks for securing the data.
InTelestage CMSs system administrator can use the following functions within the
application, without the need to go to the Operating System level:

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Archive old system data

Data backup facility

System rollback feature

3.5 Security and user administration


System administrators can easily create specific user types as required for different
business processes and allocate specific desktops to users. Access to the system is
restricted by a combination of user identification and password. Only a system
administrator can create users and modify user information. Additional security and
reporting facilities track user login sessions and other events.
System administrators control the entire system from a single dynamic administration
desktop. The administration desktop provides all the necessary tools to set up users and
to assign specific desktops to groups of users. The administration desktop also provides
the controls for administering system access and security. Desktops are controlled on a
per-user basis with login and password controls. All desktop logic and access security is
stored on the core database. Login and other events are tracked for additional reporting
and security.
The combination of dynamic desktops and centralized business logic provides unlimited
design flexibility. Each dynamic desktop is published into a compressed and encrypted
form and published in the core database. When a user logs into the server one or more
published desktops are transmitted to the desktop application and cached, in the same
way as a browser caches web pages. Once the desktops are cached, connection to the
core database is no longer required, optimising the servers resources and reducing
licensing costs.
Additional security and reporting facilities track user login sessions and other events. The
system administrator controls the entire system from a single dynamic administration
desktop. The administration desktop provides all the necessary tools to set up users and
to assign specific desktops to groups of users.
The process of creating users and assigning them desktops is simple and intuitive. A User
Navigator is used for navigating around user hierarchies and also for adding, editing and
deleting users and their details, and to assign desktops to them.

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Assigning desktops to users

3.6 Data archiving


To increase performance and to control the database augmentation, the InTelestage
CMS can archive the data. This ensures a high availability of operational data while
reducing the demand for storage space and the associated costs. However, when needed,
the archived information can be easily recovered and reloaded into the operational
system. This way, InTelestage CMS provides a high level of data availability for the
online operations and a long-term history of the events, all at a low financial and disk
cost.
For example, InTelestage CMS can archive all the data for the transactions older than
60 days, while maintaining the possibility to access them whenever required whilst saving
storage space.

3.7 Back up and rollback


InTelestage CMS Version 8 modules feature backup facilities to prevent data loss, for
example in case of hardware failure. In addition, a rollback feature helps recovering the
system in case of major errors or system failure. The rollback feature ensures that in
case of major errors, the system can be quickly restored to a previous state. After
applying the rollback procedure, the system can process again the information stored in
the database, ensuring 100% functionality.
In order to prevent data loss due to hardware failure, InTelestage CMS features
advanced backup facilities. In addition, a rollback feature helps recovering the system in
case of major errors or system failure.
In case of major errors, the rollback feature ensures that the system can be quickly
restored to a previous state. After the rollback procedure, the system can process again
the information stored in the database, ensuring that operations are carried out properly.
These features help to make the tasks and responsibilities of system administrators a lot
easier simply because they do not have to resort to the Operating System backup and
restore tools.

3.8 Interfaces to Third Party Systems


Advanced design and integration features render InTelestage Marketing Manager easy
to be integrated with other third party platforms for data source loading, communication,
rewarding and to present the campaign information through a front end GUI to support
customer service operation.
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COMPANY PROFILE & REFERENCES

Founded in 1998, Business Logic Systems has established itself as a leading provider of
business intelligence software and operational support solutions to mobile network
operators, and has built up a strong customer base worldwide.
The companys solutions enable network operators, virtual operators and service
providers to alleviate the challenge of large-scale information extraction and analysis.
Business Logics InTelestage family of products Campaign Management Suite,
Reporter, Self Care, Service Centre and Voucher Manager - offer advanced solutions for
global wireless or convergent telecom operators, bringing together several business
intelligence, service and marketing applications, either as a complete, integrated solution,
or as individual modules.
All our products are designed to help service providers boost revenue and profits by
analysing business and customer drivers and trends, enabling this knowledge to be used
for generating schemes for targeted business management; business management that
encompasses areas such as, tariff planning, competitive analysis and planning, churn
management, like-for-like marketing, and customer loyalty/reward campaigns.
InTelestage is cost effective, using Microsofts .Net architecture, simple to use and
complementary with all existing data warehousing schemes.
Business Logic has customers in central Asia, the Caribbean, western and central Europe,
and the Far East. The company provides management, sales, product support and
administration from offices in London, (UK), Kuala Lumpur, (Malaysia), Melbourne
(Australia) as well as research and development from its Cluj-Napoca facility in Romania.
Business Logic Systems has formed strong relationships with leading organisations in the
wireless field including LogicaCMG and Microsoft. The company is also an NVP (New
Ventures Programme) member of GSA, the Global mobile Suppliers Association and a
Microsoft Certified Partner.

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HARDWARE AND 3RD PARTY SOFTWARE


REQUIREMENTS

5.1 Hardware requirements


Note: For the InTelestage database server, RAID 0+1 arrays are mandatory.
Important: The presented solution is not a failover one. However, the database files are
kept on a RAID 0+1 array to avoid any possible loss of data.

5.1.1

Campaign Management Database Server (1 unit)

The Central Processing Unit (CPU) and Random Access Memory (RAM) requirements for
the InTelestage Database Server are displayed in the table below:
System Configuration
1 database server as specified in Appendix A using 1 EVA enclosures
every with 24 x 300 GB 15.000 rot/min SCSI disks.

5.1.2

Campaign Management Application Server (1 unit)

The Central Processing Unit (CPU) and Random Access Memory (RAM) requirements for
the InTelestage Datastage are displayed in the table below:
System Configuration
Processor(s): 2 Intel dual core Xeon at 3 GHz
Random Access Memory (RAM): 8 GB
HDD 2*300 GB SAS 3G disks 10000 rot/min
(as specified in Appendix B)

5.1.3

Real Time Application Server (2 units)

The Central Processing Unit (CPU) and Random Access Memory (RAM) requirements for
the InTelestage Application servers are displayed in the table below:
System Configuration
Processor(s): 2 Intel dual core Xeon at 3 GHz
Random Access Memory (RAM): 8 GB
HDD 2*300 GB SAS 3G disks 10000 rot/min
(as specified in Appendix B)

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5.1.4

Communication & Fulfilment Server (2 units)

The Central Processing Unit (CPU) and Random Access Memory (RAM) requirements for
the InTelestage Application servers are displayed in the table below:
System Configuration
Processor(s): 2 Intel dual core Xeon at 3 GHz
Random Access Memory (RAM): 8 GB
HDD 2*146 GB SAS 3G disks 10000 rot/min
(as specified in Appendix B)

5.2 3rd party software requirements


This section describes the software requirements for the InTelestage implementations for
the proposed hardware.

5.2.1

Database server (1 Server)

Operating System (OS): Microsoft Windows 2008 Server R2 Standard Edition 64


bits version X64.
Database Server: Microsoft SQL Server 2008 Enterprise Edition with the latest service
pack 64 bits edition X64.

5.2.2

InTeleStage Application & Communication servers (5


servers)

Operating System (OS): Microsoft Windows 2008 Server Standard


Database Server: Microsoft SQL Server 2008 Standard Edition with the latest service
pack

5.3 Detail configuration


5.3.1

Database Server (1 unit)

Hardware Specification for Database server


Servers
Software
Requirment

BL 680 C BLADE System


HP Proliant BL680 C Server
(4-way capable server)
Operating System (OS): Microsoft Windows 2008
Enterprise Edition Server R2 (64 bits edition)
Database Server: Microsoft SQL Server 2008 Enterprise
Edition with the latest service pack.

CPUs
Version 3.1

Other software: Microsoft .NET Framework Version 2.0


Redistributable Package
4 x 6-Core Intel Xeon Processor E7450, 2.40 GHz, 12 MB
L3, 90 W
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Memory
Internal
Devices
FC card

5.3.2

64 GB
2 x 300 GB 15K SAS 3 G
DVD-ROM Drive
FC interface to the EVA 4100

Application Servers (5 units)

Servers
Software
Requirment

BL 480 C BLADE System


HP Proliant BL480 C Server
(2-way capable server)
Operating System (OS): Microsoft Windows 2008
Advanced Server R2 (64 bits edition)
Web Server: Microsoft Internet Information Services
(IIS) 7.0
Database Server: Microsoft SQL Server 2008 Standard
Edition with the latest service pack.

CPUs
Memory
Internal
Devices
Conectivity

5.3.3

Other software: Microsoft .NET Framework Version 2.0


Redistributable Package
2 x Quad-Core Intel Xeon processors QC, 2.66 GHz, 12MB
L2, 1333 FSB 80W
8 GB
2 x 300 GB 15K SAS 3G
DVD-ROM Drive
FC network card

EVA 4100

EVA4100 2C2D-C, RAID 0+1 (15000 rot/min disks) 24 x 300 GB disks


Administering software and hardware for EVA:
Secure Path V4.0C for Windows supporting the Enterprise Virtual Array EVA4000 for
Windows Server 2008.
HP OpenView Storage Management Appliance III and HP OpenView Storage
Management Appliance software v2.1
The system delivered is a single processor
a.. Intel Xeon 2.40 GHz/533 Processor with 512KB L2 cache
b.. Support for new HP OpenView Storage Operations Manager
(The HP OpenView Storage Management Appliance is a combined hardware and software
solution that provides a centralized point for configuration, management and monitoring
of storage elements, including switches and storage devices, while simplifying
management tasks and reducing cost.)

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5.3.4

Switches

HP StorageWorks 4/16 SAN Switch (Fibre channel switch)


HP ProCurve Switch 2824 (Ethernet switch)
10642 (42U) Rack Cabinet

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