• Mobile Advertising Platform​ for MTS

    Automated mobile AdTech solution for mobile operator MTS

    Mobile Advertising

    Mobile TeleSystems (MTS) is the leading telecommunications group in Russia, Central, and Eastern Europe. MTS currently holds licenses to provide mobile services in 81 out of 83 regions in Russia and the entire territories of Armenia, Ukraine, Belarus, Uzbekistan, Turkmenistan. The company has over 102.4 million subscribers. The challenge set by the mobile operator was the search and implementation of additional sources of income. This solution required extremely high quality in order to avoid negative impact on ​the current services of the operator.

    • Client: Mobile TeleSystems
    • Technologies: Java 2 Enterprise Edition, SOAP
    • Website: https://www.mts.ru

    Description

    One of the proven ways to increase the income of the operator is the addition of commercial advertising to the existing channels of communication with subscribers. To implement such a solution, KIRIK Corporation proposed an implementation of a mobile advertising platforms, which allows managing advertising campaigns, consisting of targeted advertising.

     

    The platform consists of the following KIRIK products and modules: SharpAds, Personalization, MAdv, Clickthru, Informer, SMPP Proxy, SMS/USSD center. All platform components interact with each other and connected clients by API, allowing if required, to automate processes for managing mobile advertising. In addition, on request by means of Data Adapter modules, KIRIK can perform integration with existing data sources to fill the subscriber profile that can be used for targeting/personalization of advertising. Usually, it is CRM, DPI, and so on. All components of the platform are adapted to the operation in a virtual environment under the control of Linux. The platform does not require the purchase of third-party software licenses. The platform was integrated in the MTS network.

     

    Today, the volume of processed transactions exceeds 1 billion transactions per month. Advertising is added to the following channels: USSD balance inquiry service, SMS notifications from a service “Who Called” and other similar services, SMS distribution and mobile applications. All main types of targeting are implemented: sex, age, APRU, geo-targeting, operational information on connected services, packages and options. In the near future, integration with sources of operational data and expansion of supported channels in the direction of mobile internet and applications is planned. Those sources will identify the current interests of subscribers.

    Comparing

    Time of Development

    1. With KSP - Less than 12-months
    2. Without KSP  -  Around 3-years

    Implementation Costs of Service Delivery and Service Rating Business-logic

    1. With KSP - 641 man-hours and $45,800
    2. Without KSP  -  Over 3,000 man-hours and $211,000

    Yearly Technical Support Costs

    1. With KSP - 481 man-hours and $34,600
    2. Without KSP  -  Over 10,000 man-hours and $501,000

    Secure Space (business rules execution in the ”sandbox”)

    1. With KSP - YES
    2. Without KSP  -  NO

    Business Logic is Set by Telecom Specialists

    1. With KSP - YES
    2. Without KSP  -  NO

    How is it possible for such low-cost and fast development?

    • 5x cost saving in development of business logic is possible due to the fact that one business scenario is done for 8 man-hours instead of 40 man-hours with regular programming tools
    • Personal hourly rate of telecom specialist is about 3x less than the high rated software developer
    • 20x cost saving in technical support is possible because it is performed by telecom specialists directly using DSL* for telecom means. Current product support includes changes in business logic, so DSL, the logical semantic language created specifically for the telecom domain of MTS, gives a great increase in performance.
    • DSL usage gives an increase in the quality of a product in general and current support in particular due to the fact that it is created and supported by experts in a specific domain area
    • Similarly KSP gives 3-4x increase in speed of product deployment, improves general security due to the execution of semantic rules in the sandbox
    • Naturally, usage of KSP provides low cost of product training and helps deficit of qualified staff (less qualified staff manages the same tasks)

    Kirik implemented Selfcare portal using KSP which resulted in these benefits for MTS:

    • Unified transport and charging interfaces to facilitate the joining process for a new service provider
    • MTS personnel is relieved of 90% of technical and administrative chores, which are now automated
    • Over 50% of customer service requests were transferred from voice channels to USSD
    • A new channel for monetization of previously free services was introduced - mobile advertising
    • High scalability
    • High performance
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