Implementing Geomarketing as a Strategic Planning Tool. ESRI International User Conference San Diego, August 2006

Transcrição

1 Implementing Geomarketing as a Strategic Planning Tool ESRI International User Conference San Diego, August 2006 Authors: Rafael 25 e Marquez 26 de Janeiro and de Rodrigo 2006 Brito 1

2 Abstract Telecom Italia Mobile (TIM) is a major wireless operator offering mobile communication services throughout Brazil. Each of our regions is unique and has different customer needs and competitive environments. GIS assures that important information such as the behavior of our potential customers and competitors per micro region can be visualized and analyzed. This allow us to proactively anticipate our competitor s actions and optimize our resources/network coverage to best meet regional demands and to be closer to our customers. Our challenge is to implement an efficient enterprise GIS aligned with TIM's strategy. In order to reach this objective we are establishing the same analytical criteria for all regions and are using a unified geographic database. This will allow us to be consistent with our decision making process and will allow us to compare regional data in order to implement our regional/national marketing plans. 2

3 Mobile Market in Brazil Area: 8,498, km 2 Population: 184,184,227 inhabitants State Divisions:27 GDP 2005: US$ 796 billion GDP Per Capita 2005: US$ 4,321 Mobile Customers: 90.5 million Prepaid: 80.5% (72.9 million) Postpaid: 19.4% (17.6 million) Market share by operator: Vivo: 33.0% TIM: 23.6% Claro: 22.2% Oi: 12.8% Other operators: 8.4% Source: IBGE; Anatel (May/06) BRAZILIAN DEMOGRAPHIC CHARACTERISTICS REINFORCES THE IMPORTANCE TO DEVELOP AN INTELLIGENCE IN GEOMARKETING 3

4 Evolution of TIM in Brazil /2006 Monopolium: State-owned Telebras 1st Auction Beginning of the Competition 2nd Auction: Launching of 9 GSM operators Market Consolidation 2 operators per region 3 or 4 operators per region TIM Brazili: the only mobile operator with a national footprint Inefficiency High Prices Low Quality Launching of TIM on the Brazilian market: 3 distinct operators Launching of TIM in new regions 1 multi-regional GSM operation 5 Main Players: TIM Vivo Claro Oi Brasil Telecom 4

5 TIM Brazil Figures Direct Employees Outsourced Employees 9.1 K 36 K Covered Cities (GSM/GPRS) > 2.3 K Covered Cities (EDGE) > 400 Covered City Population 91% Total Customer Base (March/2006) 21 Million Market Share (March/2006) 23.6 % Market Share GSM (Mar/2006) 37.0% Ebitda (March/2006) Ebitda margin over total net income R$ million 24.3% Source: TIM Brazil Human Resources; Anatel (May/06); TIM Brazil Balance Sheet 1Q06 5

6 TIM Brazil Geomarketing Project A strategic tool to drive marketing decision process: Strategic Goals Act locally : all regions of Brazil present different maturity stages and competitive environments. Geographical Analysis (1) Identification of the peculiarities of the regional market through the visualization of the behavior of the micro region; Optimize the allocation of resources: surgical actions Alignment between the company national strategy and the regional tactical plans (2) Geographic delimitation of the actions in accordance with the location /concentration of the clients, consumption potential, traffic, coverage, sales channels, etc. (3) Uniformization of the reading of the realities of the territories and analysis criteria through a unified geographic basis 6

7 GIS Architecture in TIM Brazil Edition and creation of data Desktop Application Analyses and studies Business Rules Web Application Viewers Information Entry Holding (cartographic bases, current spot, internal data) & Operators (POS of the competition) Holding & Operators Holding & Operators Holding & Operators Holding Information Services Data Services DW Remote access profile to TIM operators: consultation updating in simulation updating in production Unique integrated and stored database on a server Possibility of consultation on the web 7

8 Case Studies Distribution Channel Analysis Voice Traffic Analysis 25 e 26 de Janeiro de

9 Distribution Channel Analysis Click to edit Master title style TIM x Competitors 25 e 26 de Janeiro de

10 Porto Alegre, Downtown - Diagnostics: High concentration of direct channels was found, especially on Av. dos Andradas, showing an overlap of POS. Households: Very low concentration Low concentration Average concentration High concentration Voice Traffic # Low Traffic # Average Traffic # High Traffic # # # CENTRO # # # # 10 RUA CORONEL VICENTE RUA CARLOS CHAGAS RUA CORONEL VICENTE AVENIDA ALBERTO BINS RUA SENHOR DOS PASSOS RUA PROFESSOR ANNES DIAS AVENIDA OSVALDO ARANHA AVENIDA JOAO PESSOA Distribution Channel Analysis Analysis of the Sales Profile of the region Back to Menu AVENIDA JULIO DE CASTILHOS AVENIDA MAUA RUA VOLUNTARIOS DA PATRIA PRACA PEREIRA PAROBE RUA URUGUAI AVENIDA MAUA RUA DOUTOR FLORES AVENIDA OTAVIO ROCHA PRACA MONTEVIDEO RUA JOSE MONTAURY RUA GENERAL CAMARA RUA SIQUEIRA CAMPOS GALERIA ROSARIO PRACA DA ALFANDEGA RUA SETE DE SETEMBRO RUA DOS ANDRADAS RUA GENERAL VITORINO RUA VIGARIO JOSE INACIO RUA MARECHAL FLORIANO PEIXOTO RUA GENERAL ANDRADE NEVES RUA CALDAS JUNIOR VIADUTO JOSE LOUREIRO DA SILVA RUA RIACHUELO RUA JERONIMO COELHO SEM NOME

11 RUA SENHOR DOS PASSOS AVENIDA ALBERTO BINS CENTRO # # # PRACA OTAVIO ROCHA TRAVESSA ENGENHEIRO ACILINO DE CARVALHO 11 PRACA RUI BARBOSA RUA DOUTOR FLORES RUA VOLUNTARIOS DA PATRIA Distribution Channel Analysis Back AVENIDA MAUA AVENIDA JULIO DE CASTILHOS PRACA PEREIRA PAROBE GALERIA MERCADO PUBLICO RUA URUGUAI RUA VIGARIO JOSE INACIO LARGO JORNALISTA GLENIO PERES LARGO JORNALISTA GLENIO PERES AVENIDA OTAVIO ROCHA PRACA MONTEVIDEO RUA MARECHAL FLORIANO PEIXOTO RUA JOSE MONTAURY GALERIA ROSARIO AVENIDA BORGES DE MEDEIROS RUA DOS ANDRADAS RUA GENERAL VITORINO RUA GENERAL ANDRADE NEVES AVENIDA SENADOR SALGADO FILHO AVENIDA SENADOR SALGADO FILHO RUA SETE DE SETEMBRO RUA SIQUEIRA CAMPOS

12 Voice Traffic Analysis Click to edit Master title style Mother s Day Promotion Impacts on Customer Mobility 25 e 26 de Janeiro de

13 Traffic before the Promotion Working Days WDay Saturday Sunday Working Day Saturday Sunday Legend Low Medium High Back to Menu 13

14 Traffic before the Promotion Saturdays WDay Saturday Sunday Working Day Saturday Sunday Legend Low Medium High Back to Menu 14

15 Traffic before the Promotion Sundays WDay Saturday Sunday Working Day Saturday Sunday Legend Low Medium High Back to Menu 15

16 Traffic during the Promotion Working Days WDay Saturday Sunday Working Day Saturday Sunday Legend Low Medium High Back to Menu 16

17 Traffic during the Promotion Saturdays WDay Saturday Sunday Working Day Saturday Sunday Legend Low Medium High Back to Menu 17

18 Traffic during the Promotion Sundays WDay Saturday Sunday Working Day Saturday Sunday Legend Low Medium High Back to Menu 18

19 Appendixes 19

20 Coverage Information Click to edit Master title style TIM X COMPETITORS 25 e 26 de Janeiro de

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25 Market Data Analysis Click to edit Master title style Social Classes and Industries Concentration 25 e 26 de Janeiro de

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27 O Indústrias O Serviços O Comércios 27

28 Customer Base Analysis Click to edit Master title style Top Clients Concentration 25 e 26 de Janeiro de

29 Concentração de Clientes AB Baixa Concentração Média Concentração Alta Concentração 29

30 Technical Support Services Analysis Click to edit Master title style Distribution gap relatively to customer base 25 e 26 de Janeiro de

31 SUPPLIER ANALYSIS Municípios ok Municípios sem AT / PC a clientes Municípios sem AT / PC a cliente Municípios sem AT / PC a clie Municipíos sem AT Com mais de clie SUPPLIER ANALYSIS Municípios ok Municípios sem AT / PC 1k a 5k Municípios sem AT / PC 5k a 10k Municípios sem AT / PC 10k a 100k Municipíos sem AT > 100k 31

32 Authors Information Rafael Sant Anna Marquez TIM Brazil Marketing Intelligence Manager Rodrigo Brito S. Santos TIM Brazil Marketing Intelligence Specialist