October 22, 2013 | SOFIA, Bulgaria and DALLAS, Texas

Mobiltel Selects Teradata Campaign Management Solution for Data-Driven Marketing

Mobiltel expects to increase revenue per user by running more integrated marketing campaigns to reach precisely specified audiences
Teradata Corporation (NYSE:TDC), the leading analytic data platforms, applications and services company, said today that Mobiltel, a leading telecom operator in Bulgaria, has recently completed its software migration from its existing Campaign Management solution to Teradata Campaign Management. The new Integrated Marketing Management (IMM) solution will enable Mobiltel to automate its marketing processes and conduct tailored marketing campaigns to enhance the customer experience among specific customer groups.

With the implementation now complete, Mobiltel is able to conduct more efficient marketing campaigns and realize greater success with each campaign through specific and precise targeting and offering. The new Teradata solution will enable Mobiltel to prepare individually addressed offers for more effective acquisition of new customers, and will increase customers’ current and life-time value by expanding their use of Mobiltel products and services.
”By improving operational efficiency through data-driven marketing, and leveraging the value in our data, we will now be able to reach our customers more precisely, with timely and personalized offers, and provide them top-level service. With the support of the highly qualified Teradata team, the migration process was completed on time and on budget,” said Petrana Kirkova, Head of Campaign Management in Mobiltel.
A key differentiator in Mobiltel’s expedient deployment of the new solution was their selection of a predefined data-driven marketing module called “CMS Package for Telecommunications,” which helped reduce both the cost of the project and the implementation time (6 months), enabling Mobiltel to start using their new system sooner while ensuring business continuity.
“Mobiltel is a longtime Teradata customer and we are happy to participate in its growth by providing them with solutions to achieve competitive advantage in the market,” said Gerald Rosak, managing director, Teradata Austria, Hungary, Poland & other Eastern European countries. “Mobiltel is already benefiting from Teradata-supported analytic capabilities, such as Price Simulation, which help them to drive more efficient tariff plans. The addition of Teradata’s Campaign Management will augment that by helping Mobiltel improve marketing efficiency and enhance their customers’ experience with precise targeting and offering.”

Mobiltel

Mobiltel EAD is leader on the telecom market in in Bulgaria with a customer base of 5.3 million. The company has been owned by Mobilkom Austria Group since July 2005 and was the first Bulgarian operator to offer EDGE, UMTS, HSDPA and HSPA+ services to its clients. In 2010 Mobiltel acquired two of the largest fixed operators in Bulgaria -- Megalan and Spectrum Net -- and thus became a full-service telecom provider, with offerings including fiber internet and IPTV.

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