18-25 October 2013

NITIEs Annual International Business Conclave

Cognizant –Sync-Quest
THE IT CASE STUDY COMPETITION

CASE DOCKET

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 18-25 October 2013
NITIEs Annual International Business Conclave

Company X - A Leading Telecom Operator

A Case for Inter B-School Competition conducted by NITIE

Introduction

All major telecom giants are focused on turning the huge amount ofavailable data into
useful information for their accelerated growth. The telecom sector has suffered many
setbacksover the last decade. Companies have invested huge sumsof money in new
technologies to help them in collection and analysis of data.

Section A

Company X is one of the leading market players in Country Y of population 300 million.
It has built in specialized data warehouses, operational data stores, data marts and
business intelligence applications on top of the data stores or legacy systems. Inspite of
investing so much, over the past few years, the profit margin of the company has
decreased from 30% to 22%. Also, its market share has decreased from 40% to 30%. At
the same time the number of market players in Y has increased from 2 to 4. One of the
major problems that company X is facing is the number of dissatisfied customers.
Customers are expressing their views onthe various social media channels.

In the wake of all these issues, the CIO of Company X has called for an urgent meeting
with the IT Delivery Lead and the BI expert. The following are some of itsmeeting
excerpts:

CIO: “I think that we need to integrate our data technological capabilities which will
help in creating a collaborative business platform and provide accurate, up-to-date, real-
time and usable information. Moreover, the leaders of our company are facing increasing
pressure to perform more effectively and improve ourservices for business growth and
profitability”.

BI Expert: “Again, the problem is not a lack of information. The problem that our
business is facing today is that we are not using the information to its best advantage”.

CIO: "What we need in today's environment is that, when a customer slams the phone
down, that act gets viewed as a business event, is captured and is then fed back to our
analysis engines within minutes of occurrence of the event”.

IT Delivery Lead: “According to me, we should go for integration because our business
has anoperating environment which is very dynamic” (the company has recently joined
hands with two other telecom companies to expand its business, competition is heavy,

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 18-25 October 2013
NITIEs Annual International Business Conclave

there is strong reliance on knowledge and expertise of personnel, multiple global and local
trends are impacting the marketplace, and there is huge pressure on its project budgets).

Question:

As the IT Delivery Lead of the company, identify the information integration

drivers for the company, suggest a roadmap to tackle all these issues faced by the
company, and define a framework to reduce customer churn.

Section B
The company X has expansion plans in Country Z (with a population of 100 million) in
the beginning of 2013. For that it needs to partner with one of the top five operators (A,
B, C, D and E) in that country.

Questions
A) Which telecom operator should it choose?
B) What will be the break-even periods for partnership with each company?
C) What are the important KPIs involved during partnership of Company X
with any of the other Telecom company operating in Country Z?

(Make assumptions where ever necessary)

Details for Reference

The ARPU of telecom operators in Country Z for FY’12:

Q1 Q2 Q3 Q4
Company A 185 177 185 175
Company B 156 148 158 167
Company C 140 128 110 117
Company D 98 102 119 128
Company E 100 93 95 102

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NITIEs Annual International Business Conclave

(w.r.t number of subscribers)

Assume linear growth

rate over the years in
Country Z

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NITIEs Annual International Business Conclave
Partnership Details of X with any telecom operator:

Company A Company B Company C Company D Company E

Investment Costs 15 billion 10 billion 5 billion 5 billion 4 billion
Share 20% 25% 30% 35% 49%

Profit Margin of the Telecom Operators:

Company A Company B Company C Company D Company E

Profit Margin (in %) 20% 20% 20% 20% 20%

Other Details of the Telecom operators:

Architecture Used Architecture Performance Started operations in ‘Z’ in year

Company A Legacy Systems 70% 1995
Company B Legacy Systems 80% 1997
Company C Data Warehouse 90% 2000
Company D Data Warehouse 85% 2005
Company E Hadoop 95% 2010

Submission Details
Kindly visit our website:http://avartan.nitie.net/avartan-2013/Sync-Quest.php

Contact Details
Neeraj Nayak: + 91-9167584691

Dheeraj Assudani: +91-9167584690

Mail us for any query at: events.avartan@gmail.com

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