At present mAgri program is supporting six Mobile Network Operators (MNOs), two in Sub-Saharan Africa and four in South Asia. One of the main challenges many MNOs face is to market these facilities to the target section, smallholder farmers in an economical method.
An inventive customer segmentation approach has been planned and executed by GSMA mAgri Challenge Fund grantee, Telenor Pakistan. This will help market their Agri VAS, Khushaal Zameendar more efficiently. Advertising to this segmented base has enhanced exchange rates on Outbound robo-Calls/Outbound Dialing (OBDs) about six-fold. And has produced extremely great ‘word of mouth’ sign ups by capitalizing on the social nature of rural communities.
Also Read the Detailed Report: GSMA
Telenor Utilizes Data Science and Analytics to Uplift mAgri in Pakistan
Telenor Pakistan introduced Khushaal Zameendar in December 2015, with GSMA and its conglomerate associates providing grant subsidy, consulting, service design and content making support for the service. Subscribers get two alerts daily. One a morning weather prediction and farming tip for their favored crop. And an evening alert about livestock management.
Telenor first conducted the service in six districts of Central Punjab, Pakistan’s farming heartland, and advertised it through persuasive OBDs to current Telenor subscribers in these districts. This effort headed to more than 50,000 subscribers signing up for the service. Further marketing then ceased in January 2016.
Also Read Our Blog on: m-Agriculture An emerging field to Revive Agriculture in Pakistan
By June 2016, the Telenor team was quite confident in the service to scale it up to a wider audience encompassing 35 districts in Punjab. By this time, word of mouth subscriptions had increased the user base to 60,000. It was at this stage that the mAgri Product team approached the Telenor Business Intelligence team, formally called Customer Value Management & Analytics (CVM&A), to provide them with customer segmentation data.
The Advanced Analytics team evaluated the Agri VAS test base on 1,000 plus GSM variables. That can generally be divided into the following groups:
- Voice usage – such as inbound, outbound, peak and off-peak usage & calling circles;
2. SMS usage – such as inbound, outbound & peak and off-peak usage;
3. Data usage – such as amount of data used, major websites/apps accessed and timing of access;
4. VAS usage – such as VAS usage and major value added services subscribed to;
5. Engagement indicators – such as average revenue, churn and days of activity on network; and
6. Kinds of handsets – distributed into four segments (non-internet enabled; “entry low” feature phones; “entry high” smartphones; and “high end” smartphones).
The aim of the workout was to recognize variables that actually separated those users signing up for the service from those who did not. Through repetitive rehearsals, a total of 36 variables were determined to be noteworthy to this variation. These variables exhibited knowingly higher or lower values for the mAgri base when compared to the mean for the Telenor base.
The subsequent output provided Telenor Pakistan products team with a valuable list of 1.1 million (at 0.7 percentile) “potential” Agri VAS subscribers. These are current Telenor Pakistan customers whose GSM behavior equals very diligently to existing Khushaal Zameendaar users but who are not subscribers yet.
With the combination of the key results, Telenor became capable to improve conversation rate on outbound calls from less than 1% to over 5%. The service is presently adding around 10,000 users a day, surpassing the business estimates and GSMA-allotted objectives.