Database Reference
In-Depth Information
information and guidelines for the specialized handling of each customer according
to the profile of its segment were made available to all points of service.
THE FIXED TELEPHONY CASE
Nowadays, fixed phone operators are offering much more than plain voice services.
They provide a full range of telecommunication products, from Internet access and
broadband services to Internet Protocol TV (IPTV) services. The diverse wants and
needs of the customers are also reflected in different usage behaviors. Fortunately
these differentiations are recorded in traffic data which can be mined to reveal
the distinct customer typologies. In times when the market changes dramatically,
offering new challenges, new possibilities, and new fields for development, a
thorough understanding of an evolving customer base is necessary and the role of
segmentation is vital.
The behavioral segmentation procedure in fixed telephony is in many ways
similar to the mobile telephony case which was described in detail in the previous
sections of this chapter. It aims at identifying natural groupings of customers
according to their usage patterns and utilization of the services offered. The main
data dimensions which should be covered by such an analysis are relevant to the
ones presented for mobile telephony and include:
• Product/service utilization and usage traffic:
- Voice usage
- Internet usage
- Broadband usage
- Digital TV usage
- Voice mail usage, and so on.
• Community size:
- Outgoing community
- Incoming community.
• Usage by origination/destination network:
- Long-distance calls
- International calls
- On-net calls
- Off-net calls, and so on.
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