How Mahindra Comviva’ iECON is driving contextual marketing for India's Idea Cellular

Idea Cellular, a wireless operator in India has successful transitioned to embrace contextual marketing from segmented mass marketing campaigns supported by Mahindra Comviva’ Interactive End-of-Call Notifications (iECON). Analytics based contextual marketing is allowing Idea Cellular to achieve significant increase in recharge value.

Speaking on the achievement Sashi Shankar, Chief Marketing Officer, Idea Cellular Ltd said “Rapid behavioral changes by consumers require focused and personalized marketing solutions. We are extremely proud to announce that Idea has advanced to real time contextual & interactive offer campaigns. The solution is based on understanding the customer’s intent rather than mass marketing campaigns. Mahindra Comviva’s Interactive End of Call Notification solution has been a key pillar in the significant increase in responses to contextual offers.”

Commenting on the association and success Manoranjan Mohapatra, CEO, Mahindra Comviva said “Our endeavor is to provide services and solutions to customers which help operators in improving revenue while reducing information clutter for the consumer. We are extremely happy to be part of Idea’s success of campaigns which provide contextual relevance to its users.”

iEOCN is a digital marketing solution to improve marketing effectiveness by delivering contextual offers with end of call notification. The channel assures wide reach and higher response rate as messages appended at the end of post call notifications are delivered to all consumers. iEOCN is designed to help mobile operators automate and manage the end to end marketing workflow right from targeting, sending offers and fulfillment tracking to reporting.

Some of the challenges faced by the operators today are high churn rate and stagnating prepaid revenues as well as recharge counts. Mahindra Comviva’s Interactive End-of-Call Notifications enabled Idea Cellular to reduce customer churn, enhance customer loyalty by executing personalized and interactive campaigns which eventually generated incremental revenue.

With more than 900 million mobile phones, India is the second largest phone user in the world. Midst the aggressive competition, it is imperative for operators to design marketing campaigns which target individual users and address their needs.