Digitisation and Analytics as Enablers - Axiata Groupaxiata.listedcompany.com/misc/9_Digitisation_Analytics...Big data /AI/ML IOT platforms Self-Care solutions RPA/DPA Architecture

© 2018. Proprietary & Confidential. All Rights Reserved.

Digitisation and Analytics as Enablers

Dr. Hans Wijayasuriya

Corporate EVP & Regional CEO

2nd December 2019


Axiata – The Journey to a “Digitised Telco”Enabling Operational Excellence (OE) through Digitisation and Analytics

• Functional Excellence

• Operational Excellence

• Competitive Advantage

DIGITISATION

BIG DATA

&

ANALYTICS

Product & Services

External Interfaces

Internal Processes

Infrastructure & Platforms

Organisation & Culture

5 C

ore

s o

f D

igit

isat

ion

IT TRANSFORMATION & CAPABILITY AUGMENTATION“Digitised Telco”

Economics2


Digitisation


Evolution of Axiata’s Maturity in DigitisationDigital Maturity Measurement has been Extended from Organisational Level to Functional Level

4

2019: LEAP Digital Maturity (focus on Functional level Maturity)

2017/18: Digital Telco Index (focus on Organisational level Maturity)

EM Top Quartile Average Score

Global Top Quartile Average Score

Aspiration to have 2-3 OpCos in Global Top Quartile and “Deep” Digitisation Maturity across all functions


Functional Focus During 2019 spawned over 250+ Unique Initiatives Spanning the 5 cores of Digitisation

5

• New prepaid self registration via Celcom Life App

• OWSEM Experience -integrated campaign

• Pleng by Smart • Dialog Mega Run • Friendship Always Wins (Victory Day Campaign)

• Balance Plus

• PULSE Mobile Application

• eSIM in Proton

• Social Media Experience Hub(smEX)

• XL Busol Sales Platform

• Biz Plan + O365 bundle

• Omnichannel Commercial

• Smat Luy Advance

• Apple Direct Carrier Billing

• Tech UBER

• Axiata IOT Platform

• A2C Digital Omni Channel Project

• Robi dekhunphase 1

• M.A.D. UI & UX of Self-care Apps

• Online CLM

• Customer Migration to 4G

• Leveraging API and Big data for Omnichannel Experience

• Data Science & Advanced Analytics

• Project Neuron

• Non Telco Sales

• AIGO (Axis Internet on the Go)

• Enterprise-wide Autonomous Anomaly Detection and Alert System

• Dialog Retail Hub

• Project SIRA: Customer Service Complaint Resolution Automation

• Make my plan

• SingleApp

• Touch Point Rejuvenation Using RPA & AI

• CLI Manipulation Dashboard

• Automation of Procurement Approval Form/Purchase Requisition

• edotco-Axiata Analytics: Site Collaboration Tool

• Re-design & Re-platform Celcom Digital Frontend

• NetZoom Smart Network

• Big Bang Agile

• Network planning at XL driven by NQI

• Cloudify IT DNS and swap to F5-based VM

• EPC Swap to CUPS

• OneCRM Project Implementation

• Enhanced Huawei CBS with ADL-DTE

• Rollout Controller(ROC) Mobile App

• OSS Cloudification • edotco Energy Optimizer

• Infrastructure Audit using Drones, ML & AI

• Data Science & Advanced Analytics

• Case Study for XL Axiata digitization

• Project Arogya • 360 Degree SRS Campaign –Synthesio

• Employee Engagement Portal – Ngage

• Spot Award Automation

25

0+

Un

iqu

e P

roje

cts

Data Analytics** & Intelligence

Process Simplification and Digitization

Network Modernization

IT Modernization & DevOps

Marketing / Products

Sales / Distribution

Enterprise Business

Customer Experience

Organization & Culture

Pro

du

ct &

Se

rvic

es

Exte

rnal

In

terf

ace

sIn

tern

al

Pro

cess

es

Infr

astr

uct

ure

&

Pla

tfo

rm

1

2

3

4

5


Selected OpCo Case Examples(1) Process Automation in Finance & Customer Experience and (2) Digitisation of Customer Registration & Activation

6

PROCESS AUTOMATION IN FINANCE AND CUSTOMER EXPERIENCE (PROJECT NEURON)

• Process automation in Finance• Use of Virtual Agents – ‘Emma’ and ‘Clive’ in Celcom

and ‘Maya’ in XL (i.e. chatbots).

DIGITAL CUSTOMER ONBOARDING(RETAIL HUB / DEALER APP)

• First 100% paperless / digital customer on-boarding platform from registration to activation.

• Sales processes streamlined across products & channels.• User-friendly on-boarding experience.

Note: *Finance process automation; ** Chatbots; ^ Smart registration stats; ^^ Dialog stats.

• 45 days to 1 min^

• 12 million A4 papers saved annually^^

• LKR 155 million annual savings^^

• 100% Turn-around Time Improvement*

• 1st Point of Contact on Digital Platforms**

• Seamless handover from Bot to Agent**


Translating Digital Maturity to Financial Outcomes and Best in Class Cost StructureAxiata is Developing a “Digitised Telco” Model (“DTM”) using 80 comparable mobile operators as a base

7

Analysed 80 comparable mobile & prepaid Centric Operators Benchmarks Derived from Top 7.

Identify Digital Leaders Benchmark their performance Develop Cost Curves

• Digital Leaders • Leader cost advantage

• Top KPIs per area

• Quantified impact of top KPIs by area

1 2 3

Model Target P&L for Each OpCo

4

• Target P&L model• 3-5 year ambition

List potential initiatives to reach target P&L model

5

• High level list of initiatives

PATRevenues Costs 2018 2023

1.Initiative 1

2.Initiative 2

…..

+x%

Digital Leaders


Analytics


Axiata’s Advancement w.r.t Analytics MaturityMaturity has progressed significantly based on TMForum Methodology & Measurement

9

Axiata has improved its analytics maturity from 36% in 2018 to

53% in mid-2019 with a target to achieve 61% by Jan-2020.


Axiata Analytics has deployed 125 analytical models, with Next Best Action, Chatbots and Fraud, replicated across multiple OpCos, creating USD 86mn value in 2018 and USD 59m for 1H2019

OpCo Celcom XL Smart Robi Dialog Ncell Edotco Total

Marketing 15 5 3 13 12 6 54

Network 3 6 2 5 4 4 24

External 2 3 1 6 12

Sales 2 3 1 1 8 15

Customer 2 1 1 3 1 8

Support 1 3 7 1 12

Total 25 20 8 20 40 8 4 125

Replicated Models• Next Best Action in XL, Celcom and soon Robi.• Capex planning in Edotco, and soon in Smart & Robi• Chatbots in Dialog, Ncell, Smart, XL and Boost• Dealer Optimisation in XL & Smart• Fraud identification in Celcom, Axiata, Ncell, XL,• Multi-SIM in Ncell, Celcom• Congestion prediction in Celcom and Robi

58.6

Fulll Year

2018

Half Year

2019

86.0

10


Selected OpCo Case Examples (1/2) – Next Best Action (NBA)8% to 1100% more take-up and 50% to 300% more incremental revenue.

11

Next Best Action

An Engine that Personalises offers to each Customer, while enhancing Customer Lifetime Value

20

18

20

19

Philosophy OpCo Result

Rule-based

Random Forest

Accumulated scores of various models

Distance of 4 variables:

Product User

₋ Offer Price₋ Data₋ Validity₋ Price/GB

₋ Purch Price₋ Data Usage₋ Validity₋ Price/GB

upcoming

11x more take-up %

SustainableARPU Uplift

3x more

Incremental Revenue

8%more take-up %

50% more

Incremental Revenue


Selected OpCo Case Examples (2/2) – Dealer Optimisation ModelNew dealer location Recommendations with 75% of accuracy.

12©2019 Proprietary & Confidential. All Rights Reserved

Each location gets a score based customer demand, dealer supply and network supply

Scores validated with site visits in selected locations

An interactive dashboard allows “What if” planning of locations under consideration

Smart regional manager can see where they have to find new dealers via an app

1 2

3 4

Dealer

Network Coverage

Network Experience

• Signal Strength (RSRP for 4G)

• Download Speed• Latency, Jitter• Video Stream• Web Browsing

Panoramic Build Landscape

Area Demand Opinion

• Visual Survey of Recommended Location

• Supervisor Survey of Recommended Location

SUPPLY VALIDATION DEMAND / ON-SITE VALIDATIONDemand Score

Dealer Supply Score

Network Supply Score

Mo

de

l Ou

tpu

t D

ash

bo

ard Geohash Output Info

Capability AugmentationDevOps

Analytics


TAKING BACK CONTROL IN SOFTWARE & ANALYTICS -- Focused Development of Capabilities in Digital, DevOps and Analytics - Axiata Digital Labs (ADL) & Axiata Analytics

14

65+Analytics/AI/

ML

50+IOT

15+UI/UX

100+API/

Microservices

40+Mobile

Development

60+QA

Automation

30+RPA/DPA

15+Cloud

AWS/GCP/Azure

20+BSS

60+Scrum

masters

30+CBS

70+Frontend

Engineering

Payment platforms

BSS transformation

Fintech solutions

Big data /AI/ML

IOT platforms

Self-Care solutions

RPA/DPAArchitecture blueprints

Cloud migrations

Legacy modernization

Managed services

DevOps

Analytics

55

104

30

5090

117

Nov-18 Nov-19

175

271

153

118

271

Nov-19

Data Science

Data Engineer

Data Analyst

Graduated

In Training

Digitisation & DevOps Skills at ADL640+ global pool of engineers with deep domain experience


Group-wide Best Practice Framework based on the 5 Cores, used as Foundational Building Blocks for Operational Excellence via Digitisation & Analytics

15

Sales / DistributionCustomer Experience Enterprise Business

Organisation &

Culture*

(Modern,

Agile & Digital Organization)

Process Simplification and Digitization

Data Analytics** & Intelligence

3 4 9

5

6

8

Order to Activate Bill to Cash Trouble to ResolveAwareness to Consideration

Dynamic Spectrum

SharingOpen RAN

(Core) Network Function

Virtualisation (NFV)Hyper Broadband & Video 5G Ready

7

Advanced Dynamic

Segmentation

Process Automate Bots

(RPA)

BSS Modernisation

IT Modernization & DevOps

Marketing / Products1

New Product Dvpt.

(e.g. Digital-only

Products)

Digital GTM &

Operations

Enterprise Account

Management

Order & Change

Handling (e.g. Biz-care

web)

CEx Delivery

Management

Customer Satisfaction

Measurement

(e.g. tNPS)

Sales Channel

Management

Customer On-Boarding

(e.g. SIM Reg app)

Programme Element Examples Governance & Programme Management

Network Modernisation

AI & Machine LearningReal-time Data FeedsOpen API Core Micro Services

Omnichannel UI / UX

Back-end Processes (i.e. Finance, HR, etc.)

2

Knowledge Management

(Synapse)

Digitised Telco Model

(P&L)

Digital Telco Index

Benchmarking (DTI / dGCB)

Digitisation Expert Working

Group (EWG)

Product &

Services

External

Interfaces

Internal

Processes

Infrastructure &

Platform

Organisation &

Culture


Thank You

Documents

Digitisation and Analytics as Enablers - Axiata Groupaxiata.listedcompany.com/misc/9_Digitisation_Analytics...Big data /AI/ML IOT platforms Self-Care solutions RPA/DPA Architecture