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Wireless operators dial up predictive analytics to improve satisfaction, reduce churn

The Premier Business Leadership Series 2008, LAS VEGAS . – New from SAS, the leader in business analytics, SAS® for Mobile Interaction will improve customer intimacy in the mobile device world. This new SAS Customer Intelligence solution, created in cooperation with mobile content enablers, will bring SAS software’s award-winning predictive analytics to mobile marketers to improve results in even tough economic times.

SAS for Mobile Interaction builds on the capabilities of SAS Digital Marketing and SAS Marketing Automation to connect customer and marketing intelligence with interactive multimedia messaging execution. One example is with VOCEL’s Interactive Messaging gateway, a next-generation mobile messaging platform that delivers compelling mobile experiences which motivate users to take action. This union of analytical campaign management with mobile multimedia marketing – part of SAS’ multi-partner strategy – unlocks vast new possibilities for customer feedback, dynamic preloads, intelligent offers and social networking.

“Wireless operators can leverage their unique relationship with consumers to enhance the user experience,” said Susan McNeice, Global Program Manager at Stratecast, a Division of Frost & Sullivan. “By combining business analytics, campaign management, and the interactive capabilities of the handset, the SAS solution gives marketers the opportunity to optimize that relationship while driving value for the consumer, the operator and content producers.”
Getting closer to customers

SAS for Mobile Interaction revolutionizes how wireless operators reduce churn while improving customer satisfaction and increasing revenue through customized promotional offers on mobile devices. Before this, marketers using Short Message Service (SMS) to communicate offers to subscribers couldn’t gauge the effectiveness of digital campaigns. SAS shows vendors when an offer arrives, if it is opened or read, and resulting orders, so the campaign can be adjusted as needed.

With SAS, wireless providers can ask customers who consistently exceed allotted minutes, “Are you satisfied with your rate plan? Would you like to upgrade?” Processing responses immediately, the company adjusts the plan before the subscriber jumps to another carrier. The company saves the high cost of winning back customers or replacing them with new ones.

“SAS for Mobile Interaction supports digital content sales, targeted advertising and any other messaging between carrier and subscriber,” said Ken King, Director of Telco and Media Convergence at SAS. “SAS brings the best of digital marketing to mobile devices, providing timely, accurate and cost-effective feedback so wireless providers can better serve customers.”
An end to telemarketing calls

After a subscriber accepts an offer, the provider can send a text message asking, “Were you satisfied?” Because customers can answer with a click, they are likely to respond. Compare that to telemarketers calling the home and hoping the subscriber won’t hang up.

Now, SAS Digital Marketing creates and sends a digital campaign. The mobile interaction vendor’s messaging capability lets opt-in subscribers see the offer on their mobile devices. The customer’s response immediately goes back to SAS Marketing Automation, the campaign management solution.

“We are excited about this opportunity to work with SAS to bring this integrated solution to the market” said Carl Washburn, CEO of VOCEL. “This relationship allows wireless operators to leverage VOCEL’s patented messaging platform and SAS Customer Intelligence solutions to reach customers more effectively than ever before.”

Carrier trials of SAS for Mobile Interaction have been announced by Play in Poland. “SAS for Mobile Interaction could be the next generation communications platform between operators and subscribers” said Marcin Gruszka, Spokesperson of Play, the first multimedia mobile operator in Poland.

SAS Customer Intelligence helps organizations build an integrated framework for enterprise marketing management and implement effective, consistent and timely campaigns and programs across channels. They will target the right customers with the right offers. The power of SAS’ predictive analytics helps executives know how well actual results will match predicted ones, before they invest in new campaigns.

SAS offers turnkey solutions for other vertical markets such as financial services, life sciences, healthcare, retail, manufacturing and others. SAS targeted business solutions support enterprise intelligence, customer intelligence, financial intelligence, supply chain intelligence and more.

Today’s announcement came at The Premier Business Leadership Series event in Las Vegas, a business conference presented by SAS that brings together more than 500 attendees from the public and private sectors to share ideas on critical business issues.


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