Business Analytics-Bharti Airtel: Group 7 Members: Rajani Nair Akansha Dwivedi Moumita Basak Jayasekharan Unnikrishnan

Business Analytics-Bharti Airtel
Group 7 Members:
Rajani Nair
Akansha Dwivedi
Moumita Basak
Jayasekharan Unnikrishnan
What are the factors that drove Bharti Airtel towards adopting data warehousing and business intelligence
initiative?
• Indian telecom industry was getting very competitive with many local and multi national players
entering the market. The changing regulatory requirements along with the exponential growth
of Bharti Airtel in its subscriber base called for improved services and higher customer
satisfaction.
• The Average Revenue Per User (ARPU) for Bharti Airtel , although higher than the industry
average, was declining year over year. Also the company was facing an increasing debt.
• The market became more customer centric than product centric. The future growth drivers for
telecom players in India would be new technology, new services like 3G,BWA and better
devices.
• The company had to understand customer’s needs in order to take pro-active decisions and
remain competitive in the market. Decision making requires a subject oriented view rather than
a transactional view. DW and BI helps the company address these issues and challenges.
• Bharti Airtel maintained various transaction data in databases across business units and lines of
business. Transaction processing systems provided transactional view of operations and
processes such as customer invoicing, stock control, complaint resolutions, bill payments.
Although it helped improved the company’s operational efficiency but it could not help the
management get a subject oriented view of the business such as customer, product and sales.
• The architecture Bharti Airtel had been using to maintain the transactional data was
decentralised and was spread across several databases across several lines of businesses. The
company was not able to provide centralized customer services and common brand experience
anywhere in India.
2
What functionalities of BI has Bharti Airtel been using? What
were the objectives of using BI?
• The BI system at integrated information across all the important sources of information.
The system acted as a single platform supporting various analytics required for decision
support.
• The BI systems analyzed Call detail data, Network data, Customer data and Billing data
generated by the MSC and CRM modules
• The data generated at MSC contained information originating and termination phone
numbers, call duration, roaming locations, timestamps and strings that uniquely identifies
the device or a software (maintenance and performance monitoring), customer data and
billing data
• The objectives of using BI were –

 To provide and integrated view of the business, market and customer thus enabling the
company to offer customized and relevant products to its customers
 Provide predictive modeling and data mining, empowering the company to take informed
business decisions which in turn bring value to business
 to present information in different forms as required by various categories of department
users at different levels of the hierarchy
 Enable managers to get a unified view of the customer, product and sales
3
Do you consider implementation of the business intelligence at Bharti Airtel is successful? Justify.
.
• The implementation of business intelligence has largely been successful for

Bharti Airtel as it has helped improved the quality of services and customer
experience.
• BI has helped Bharti Airtel target customer groups where specific products can
be sold to them driving up its profitability
• The sales have increased year over year from 16.7 cr in 2003 to 41600 cr in
2012
• The adoption of BI however has increased the operating expenses for Bharti
Airtel, but the proportional increase in sales has led to decreased operating
expense to sales ratio from 2.2 in 2003 to 0.66 in 2012.
• During the years 2003-04, the operating expenses incurred were higher than
the revenue earned. This ratio changed drastically after Bharti implemented
IBM Cognos as their BI system in 2004 as part of their outsourcing deal with
IBM
4
How is the customer value chain enabled by data warehousing and business intelligence systems?
• Over the past few years, the telecom industry has become more and more competitive and with increasing
competition comes its own set of challenges such as churn, quality of service & customer growth.
• In order to survive in this competitive world retaining the customer base is of key importance and that can
only be achieved by taking proactive decisions in order to fulfil all your customer’s key needs. This is where
data warehousing and business intelligence comes into play in enabling the customer value chain for
resolving the issues and challenges.
• Data warehousing system helps in making use of analytics, OLAP and other reporting tools in order to
generate valuable insights from the integrated data across various transaction systems.
• Data warehousing helps in effective decision making by integrating existing data present in disparate
systems thereby avoiding problems such as duplication of data, system failure inconsistency etc.
• Data warehousing helps in identifying the various anomalies, deviations in business processes present in
system.
• The BI solution which is integrated into the company’s core business processes helps in providing the right
knowledge to the right person at the right time which thereby enables management across network
operations, line of business, call centre and corporate to understand customers and their behaviour, plan
monitor and visualize performance.
• Business Intelligence systems helps in consolidating & analysing data which thereby enables enterprise
users to monitor business activity take informed decisions.
• BI helps in presenting information in different forms as required by various categories of departments at
various levels.
• The predictive modelling and data mining feature of BI helps the company to make informed decision
which in turn enable huge customer
5
What are the challenges and constraints Bharti Airtel is facing or would be facing in future with reference to BI?
• Big data and its management can be the upcoming challenge which the company can
face. In addition to structured data, the company has to also mine the unstructured
form of data like video, voice, emails and online reviews.
• The study and analysis of feedbacks available in non-English Indian languages.
• Inability of traditional BI to perform complex analysis of data that are in terabyte
and petabyte at CDR level on a real time basis. Traditionally such big data are
analysed by sampling and summarizing, which lead to loss of information and also it
needs significantly high processing time.
• In future the company is planning to apply real time BI and prediction. Thus the
focus of DW and BI must shift from querying and reporting based on past to
predictive analysis and advanced analytical tools to enhance proactive decision-
making.
• Lack of fully integration of customer facing applications , manual intervention and
practice of manipulating call drop and customer service data are also an important
issue to address because these lead to poor quality of BI output.
6
Thank You

Business Analytics-Bharti Airtel: Group 7 Members: Rajani Nair Akansha Dwivedi Moumita Basak Jayasekharan Unnikrishnan

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Business Analytics-Bharti Airtel

• The objectives of using BI were –

• The implementation of business intelligence has largely been successful for

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