Grameenphone deploys SAS predictive analytics solutions

Grameenphone has partnered with SAS to enable churn reduction and boost revenues.

Bangladesh is an overwhelmingly prepaid market, accounting for well over 95 percent of total subscribers and Average Revenue Per-User (ARPU) is low at less than $4 and there is a moderately high rate of churn. Business subscriptions account for less than three percent of the total

user base.

SAS predictive analytics solution helps Grameenphone in devising focused and effective campaigns for its non-voice and value-added services. It also empowers the company to understand customer requirements and provide superior customer service for reducing customer churn in highly dynamic telecom market - Bangladesh.

Asif MK Bashar Khan, deputy general manager, BI Planning & Systems at Grameenphone said, "In Bangladesh, mobile penetration in the more affluent, urban areas has almost reached saturation. Any new acquisitions are more likely to come from the rural areas where household income is comparatively low."

Commenting on the implementation, Asif MK Bashar Khan further added, "We shot out 62 campaigns to target groups averaging half a million subscribers. The take-up rate was 20.3 percent, compared to 3-5 percent for previous campaigns. With an incremental revenue per customer of BDT 20 (US 25 cents), our return on investment was significant."

Sudipta K Sen, regional director - South East Asia, CEO & managing director - SAS Institute (India) said, "We are proud to partner with Grameenphone - the leading telecom operator in Bangladesh and enable them to increase the effectiveness of their marketing campaigns for customer acquisition and retention. We are confident that SAS Solutions coupled with our delivery expertise will continue to add great business value to Grameenphone."