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Customer Analytics: Social Network Analysis

Mobile Network Operators have an extremely valuable asset in their customer base in that they know every call and text their customers make, including their location, length of call and respondent phone number. A new breed of company is now telling MNOs they can use this information, with products developed from the academic discipline of Social Network Analysis (SNA) to help them to improve and extend their relationship with existing and potential customers - combating churn and aiding acquisition. In this report, Mobile Market Development looks at the SNA products available in the market, examines the claims made and provides actionable recommendations to MNOs considering their position with regard to using SNA as a business improvement tool.

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1
Overview
1
2
Introduction
2
2.1
Background
2
2.2
Report Content
3
3
Social Networks Background
4
3.1
Academic Background to Social Network Analysis
4
3.1.1
Social Network Analysis History
4
3.1.2
Basic Principals
4
3.2
The Role of Communications
6
3.3
Impact of Technology
6
3.4
Explicit Networks Versus Implicit Networks
7
4
Social Network Analysis Players
8
4.1
Idiro Technologies
8
4.1.1
Background
8
4.1.2
SNA Products Offered
8
4.1.3
Mobile Network Operator Customers
9
4.2
Xtract
9
4.2.1
Background
9
4.2.2
Product Portfolio
10
4.2.3
Mobile Network Operator Customers
12
4.3
Business Logic Systems
12
4.3.1
Background
12
4.3.2
Product Portfolio
12
4.3.3
Mobile Network Operator Customers
13
5
Network Analysis Tools in Use
14
5.1
Introduction
14
5.2
Idiro Customer Intelligence Churn Reduction
14
5.2.1
Churn Pressure
15
5.2.2
Churn Influence
16
5.3
Xtract Churn Reduction
18
5.4
Xtract Customer Acquisition
18
5.5
Business Logic Systems Loyalty Management
19
6
Conclusions
20
6.1
Quantifying the Benefits of Social Network Analysis
20
6.2
Hypothetical MNO Churn & Acquisition Savings
21
6.3
Barriers to SNA Adoption
21
6.4
The Future for SNA
22
7
N/W Operator Recommendations
23