TMCELL automates planning and holding advertizing campaigns using Eastwind AdTarget

2018: Eastwind AdTarget implementation

On February 13, 2018 the Eastwind company announced delivery of campaign manager to TMCELL. The AdTarget platform automates planning, setup and holding advertizing campaigns. The operator will be able to segment a subscriber base by a set of parameters, to carry out target targeting on their basis and to increase efficiency and speed of creation of mailings.

"The three-copecks piece Asyr", working under the TMCELL trademark, since fall of 2017 became the only national operator of Turkmenistan. It caused the intensive growth of a subscriber base of the company. Implementation of campaign manager from Eastwind became timely support of the transport system of the operator at this conjuncture.

Eastwind AdTarget is the base for creation, start and management of advertizing campaigns of the TV set of the operator. The platform is integrated with billing and the transport systems that provides permanent updating of the subscribers given for segmentation and a possibility of the choice of the channel of delivery of the message. For expansion of marketing potential it is possible to connect external tools of the class big data and Real-time marketing to AdTarget.

Based on system implementation of Eastwind AdTarget telecom the following functionality became available to TMCELL operator:

• Support of push-and pull-channels for mailing of content. The operator can do bulk and target mailings through the SMS and USSD and also to add "tails" to service notifications, subscriber requests and so on. The number of pull-channels is not limited to a system.
• Support of dynamic attributes of the text. Thanks to permanent interaction of a system with billing, the platform knows contact information of the subscriber, a status of its balance how long it uses communication services of this operator and other data. If necessary AdTarget can automatically substitute these data in the text of the advertizing message that the operator subscriber personalizes communication.
• Setup of contact policy. A system provides flexible mechanisms for regulation of number of messages which the subscriber sees in each advertizing channel. This function allows to dose advertizing and preserves the operator against the negative effect caused by too frequent mailings.
• Providing the selected office for holding campaigns by the third parties: partners and advertisers. A system allows to perform personal tunings of mailings. It opens before the operator of an opportunity for receiving an additional income.

In TMCELL the basic version of AdTarget was set. The project was implemented for several months.

2017: System implementation of Quality Service Availability

The Quality Service Availability system tests services of the telecom operator, imitating actions of the normal subscriber. In other words, the robot of the platform calls, sends messages, orders services and goes on-line. Thanks to tested, TMCELL will be able to reveal internal errors in the network and to correct them at an early stage.

The range of services of telecom operators becomes wider every year. Consumption of Internet traffic by subscribers, the number of advertizing mailings and VAS services grows – together it creates serious load of internal systems a telecom of provider. Besides, new services need to be entered into work quickly that can reduce their quality. And leads frequent failures in connection of services or periodic lack of access to network to outflow of users. To avoid it and to improve experience of interaction with the subscribers, the operator of Turkmenistan Three-copecks piece of Asyr working under the name of TMCELL decided to implement testing system of subscriber services from Eastwind.

The EW QSA system checks availability and quality of services of the operator in the fighting mode. The platform works for standards of communication of GSM, UMTS, LTE, CDMA and fixed connection. For two last standards subscribers act as receivers of calls i.e. as users of other telecom operator.

For integration into third-party applications of QSA has open API. For example, it allows to obtain data from billing and to manage defined settings of discounts and services of the operator.

A system checks 5 types of services:

• ringing traffic;
• acceptance and transfer SMS/USSD;
• quality of Internet connection;
• services in readdressing;
• correctness of change of balance of the personal account at payment acceptance and after tariffing of the call/SMS/transfer of data/readdressing.

The robot tests all types of communication: the entering / outgoing calls and messages in the and in foreign network. Also a system checks quality of voice traffic at commission of calls both from mobile, and from stationary phones.

An important role for the operator is played by tests which control availability of subscriber services. For this purpose a system sends requests for connection/shutdown of services – for example, through USSD or IVR, and fixes response or its absence. So QSA will allow to reveal in time if service works incorrectly. It will reduce finance costs from the recession of connections caused by technical issues.

The tester transfers data retrieveds about checks in Eastwind Monitoring Console where graphic reports form. The technical service of the telecom operator can monitor round the clock results of tests via the automated workplace, and in case of failures – immediately to start troubleshooting. Via the user interface of a system the operator can independently edit and create scenarios of tests – for example, at emergence of new services.

Check of functionality of the product was the first stage of system implementation in TMCELL. Within the project specialists of Eastwind developed and carried out 240 QSA tests. Including, showed work of an automated workplace of management, checked correctness of the executed tests of the services and generated then reports.

So, collecting data on work of the 24/7 systems, QSA allows the operator to solve several problems at the same time: optimize carrying out technical works, maintain availability and service quality at the high level, and at the expense of they are to increase loyalty of subscribers. In TMCELL of testing of QSA Eastwind successfully completed in September of this year. A system proved to be completely operable and ready to commercial operation.