MTN is an emerging market mobile operator at the forefront of technological and digital advancement. MTN Group provides a diverse range of voice, data, digital, fintech, wholesale and enterprise services to more than 277 million customers in 20 markets in Africa and the Middle East.
MTN was taking on the following two challenges:
- to support new digital services, which were impacted by inflexible legacy systems
- to fulfill the needs of 280m subscribers with enhanced data governance and performance
MTN Group wanted to refine customer value management to increase revenue, improve use of resources, and increase trust in data quality. The strategic goal was to leverage new technologies, support real time decisioning, store new data types and provide AI capabilities at scale for 22 operating companies.
“We were struggling to make real-time decisions because of fragmentation in terms of information sitting in multiple computing systems”
Charles Molapsi, Former Group CTIO, Group CEO office, now CEO at MTN South Africa
MTN has implemented LigaData’s Data Fabric platform using Flare to support its digital transformation strategy. The solution has been successfully rolled out across more than 15 Operating Companies (countries) to date due to the flexibility and compatibility of the technology. This new access to real-time data has enabled MTN to base their decisions on business factors such as regulations, commercial or performance requirements and not be limited by technology.
The Main Results
- Doubling campaign effectiveness based on rich set of subscriber data resulting in 183% YoY growth in CVM in Uganda, and 130% in Ghana etc.
- Deployment of 20 new ML models to improve subscriber experience, reduce churn and increase adoption
- Enabling rapid deployment across the group allowing emerging market operators to scale trillions of transactions a month
"Because of LigaData we can offer our subscribers products based on their data usage. This resulted in a 183% year-on-year increase in revenue"
Monzer Ali, CTIO at MTN Uganda
“Processing trillions of data records per month has truly transformed the way the Business understands our customers and uses actionable and more valuable insights to drive customer experience”
Nikos Angelopoulos, MTN Group Chief Information Officer Business
LigaData of Silicon Valley specializes in managed data services and products for mobile operators to facilitate digital transformation, achieve data-driven outcomes, and optimize operator resources. LigaData’s services and software products are used by mobile operators around the world to extract greater value from their existing infrastructure, whether through improved analytics, decisioning or AI.