Context and Issues
In a highly concentrated market, an African MNO was time pressured to enhance its performance. It commissioned Masae Analytics to explore its data from various angles with a view to foster mobile usage, reduce churn, develop acquisition and prioritise CAPEX.
Masae collected several months of anonymised data/SMS/voice Call Detail Records (CDRs), IMEI data, airtime purchase and transaction records, along with coordinates of base stations. Based on this data, Masae was able to conduct several analysis such as: usage analysis, 3G/4G roll-out optimisation, ARPU segmentation, identification of potential high value customers, detection of frauds, market share analysis, churn and acquisition dynamics. Each use case included a geographical dimension to allow immediate and local implementation of our recommendations.