Case Study: Mobilink achieves clearer, broader, deeper business insights and boosts sales and customer retention with Teradata

The Innovative Pursuit of Clearer, Broader, Deeper Business Insights

Mobilink, Pakistan’s oldest and largest GSM operator with over 31 million subscribers and a vast sales and retail network, faced explosive market growth and intense price competition that drove ARPU down. With only monthly billing summaries in 2004, the company needed an integrated, agile way to harness its data, apply predictive analytics, and give business users timely, actionable insight.

Mobilink built a Teradata enterprise data warehouse integrated with Informatica, KXEN and MicroStrategy and created self-service sales information models and daily dashboards. The solution improved stock allocation and sales execution—served retailers +5%, unserved −3%, active retailers +5%—while boosting new customer acquisition and profitability by 4%, prepaid top-ups by 2%, campaign response from 0.5% to 4%, and contributing to a 2–3% sales uplift, faster reporting, better churn management and more strategic BI work.

Mobilink

Ehtisham Rao

Director of Business Intelligence and Billing