Device Insights can predict when customers might churn?

At no time is an operator more vulnerable to churn than at the moment a subscriber’s smartphone experience deteriorates.

Device Insights is a prescriptive analytics tool that allows mobile operators to identify smartphone frustration to increase sales efficiency.

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Device Insights lets operators identify their blindspots

reasons-to-upgrade-to-a-new-smartphone

In many ways, the smartphone is a blind spot for operators, key data points such as smartphone health status, behavioural patterns and usage lies beyond mobile operators’ traditional analytics capabilities.

eBuilder’s Device Insights enables mobile operators to enhance sales and marketing data with a wide array of unique smartphone user behavior data points, forming the foundation for the creation of a unique and highly relevant user profile that improves segmentation that increases sales effectiveness.

A new era for mobile operator marketing

smartphone-churn-pattern

Mobile operators frequently build their churn prediction models around the data they know best, such as subscription, demographics, billing, services bundling and network quality. While this identifies users who attracted by a great deal or early movers, it misses the users frustrated with their current smartphone.

The ability to track users’ smartphone experience over time is key to more relevant and timely engagement. Operators can preempt potential issues and effectively offer relevant products and services at the right time, increasing the likelihood of successful sales conversion.

What Device Insights does

eBuilder Device Insights is a unique machine learning based predictions and analytics solution for mobile devices. Device Insights captures device data which is analyzed using machine learning to identify users and predict their service or upgrade needs.

Device Insights creates predictions that can be used to drive user engagement, improve self-service and boost sales effectiveness for mobile operators.

How Device Insights works

Device Insights uses an SDK that is deployed inside an installed host app to collect data from the smartphone. The SDK runs in the background to capture unique device and user behavior events. The data capture is unnoticed by the user (collection takes less than 2 seconds), and the amount of data transferred from the device to the eBuilder backend is less than 2 MB per month.

The Device Insights SDK is available for both Android and iOS devices.

Device Insights report data can be delivered either via Web APIs or using the eBuilder Online Reporting Dashboard. The Web APIs delivers reports in either CSV or json data format.

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Success story: Device Insights segmentation delivers 3.7x sales conversion boost for a Nordic operator

Using eBuilder’s Device Insights, a Nordic operator A/B tested segmentation based on device experience for their 2017 Black Friday campaign. Using the operator’s self-service app as channel and engaging the users through on-device notifications nearly forty thousand unique users were targeted for the campaign.

The target segment was identified using Device Insights, and ranked the users’ smartphone experiences in parameters including user behavior, WiFi usage, installed apps, battery performance, utilized storage capacity, overall device performance, and likely-next-device.

The device insight and segmentation allowed the operator to be more specific in their marketing, having identified user issues to offer the user a device that matched the user’s profile. The results include improvements across all steps in the sales funnel – from notification click-through-rate (CTR), through time spent exploring the full campaign website to sales conversion and total value.

By being able to create a segment where the operator knows the users’ device issues, the operator could accurately match the user with the most relevant offer in the campaign. Further analysis of the campaign results also unearthed data that correlated the user’s device experience – and the Device Insights scoring – with potential churn.

Users with poor device experience were 2.4x more likely to churn versus the average churn rate over the period5. This indicates a strong correlation between a poor device experience and an increased awareness of competitive operator marketing which in many cases result in the customer churning to alternative mobile operator.

Learn more about Device Insights

WEBINAR - How machine learning and device insight can power outstanding smartphone self-service

WEBINAR - Using machine learning to identify new device sales opportunities (and a MWC big data recap)

MWC2018 - AI Everywhere - Digital Transformation - Leif Bohlin, CEO, eBuilder

WEBINAR - How Device Insights delivered 3.7x sales conversion

WEBINAR - AI for telecom and the future of customer retention