Business Challenge story

In India’s hyper-competitive telecommunications market, it is critical that service providers maximize revenue from their current subscribers. Idea Cellular Ltd. wanted to transform its existing manual methods into a fully automated business process. Idea sought a solution that would improve customer service by creating and executing dynamic marketing campaigns designed to generate cross-sell and up-sell opportunities and retain customers by increasing interest in the company’s products and offerings.


Handling millions of mobile transactions daily, Idea employed an information management and analytics solution to simultaneously synthesize and analyze continuous streams of data at high speed, from call detail records and text messages to customer location data from GPS-enabled cell phones and Internet sites. By analyzing large volumes of customer activity in real time, the firm can quickly predict which customers might leave for a competitor and present them with relevant offers to retain them.


With the new campaign management solution, Idea has increased revenue by nearly 10 percent by using automated campaigns, as compared to the previous manual methods. The company has also used the solution to help it improve the frequency with which it provides analysts with important customer segmentation information by more than seven times, from four days per month to daily, facilitating the availability of the latest data for campaign design and execution. Additionally, Idea has reduced manual activities by 80 percent with the new automated process.

Solution category

  • Cloud
  • Solution components

    • Cognos Business Intelligence
    • Db2
    • Db2
    • GBS AD&I - EA - Oracle - PeopleSoft
    • InfoSphere Information Server
    • PureData System for Operational Analytics
    • Software Services for Information Management
    • Streams
    • Technical Computing