We were amazed at how effortlessly Upstream grasped the needs and preferences of our subscriber base and formulated a customized promotion strategy
Harriet MuchuChief Marketing OfficerMTN
With demonstrated results (75% improvement over the control in dormant SIM reactivation, up to 5% ARPU increase on actives and 10%+ decrease in churn in some of the largest prepaid customer bases in the world such as Brazil), PSA is perhaps the most powerful weapon mobile networks ever had to ensure retention of value in high-churn, high-competition environments.
PSA is a fully-integrated solution, offered as a managed service. It can work as a standalone solution or as a component in an existing MINT platform environment.
PSA works by analysing simple, easily accessible data that are readily available even in the least sophisticated network. It identifies and targets churn-risk or dormant customers, dynamically assessing the effect of timings, offer sequences, and conversion-optimized messages that reduce churn by as much as 10% and increase anti-churn results by as much as 10% per annum. Its unique power lies in the ability to have an impact within 2 months from the beginning of implementation, simply by examining recharge logs, and with the most minimal and lightweight integration imaginable.
PSA works in two modes:
First, in exploration mode, the system discovers patterns and behaviors that call for action or can be exploited to improve results. Such patterns may be churn-risk behavior, timing windows of expected recharge, individual micro-timings of receptivity to offers, micro-segmentation of offers, geographic micro-segmentation and response to different offer sequencing protocols.
PSA is offered through MINT, a complete SaaS solution that enables execution across hundreds of user groups/micro-segments. MINT handles the entire communication process with practically zero overhead for the operator. It includes patent pending technology leveraging the latest achievements in statistics and computational linguistics to achieve dramatically higher response rates with the smallest possible sample size. The MINT platform is available online and enables an easily accessible, near real-time view of the value we create.
- 75% increase in reactivation of dormant accounts over the control
- Up to 10%+ decrease in churn
- Up to 5% increased ARPU in top-up for active subscribers
- 50%+ increase in take rate of products that drive spending like data plans
- Up to 15% more subscribers recharging per year
PSA does all this without complex integration or onerous data requirements that are the typical stumbling block of other analytical solutions in the market. Using only recharge logs and simple SMS connectivity, PSA yields full results in 2-3 months from today. It is ideal for prepaid-heavy customer bases, especially in markets ridden by dual-usage and low-ARPU subscribers that exhibit low levels of recharge consistency and loyalty. It has demonstrably handled dozens of millions of subscribers in some of the largest prepaid markets in the world.