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Vodafone New Zealand
By 2004, Vodafone New Zealand Ltd. had gained a 50% market share and uncontested leadership in New Zealand by simply offering better customer service. But as the mobile telco industry matured, the competition rallied, and increasing government regulation began to reduce revenue, Vodafone's customer base plateaued at 54% of the national market.
Up to 2004, Vodafone had been using a legacy Red Brick data warehouse that was unable to support the transactional analysis, research or modeling processes that they now needed, and which included numerous data marts and piecemeal solutions that had been developed as short-term fixes. The company recognized that tougher market conditions warranted faster decision making based on real-time knowledge of current conditions.
Vodafone replaced the legacy system with an enterprise data warehouse from Teradata in 2004, and today it is used by hundreds of employees for market research, competitive intelligence, analytics, segmentation and pricing to improve campaign and customer insight, customer offer optimization, campaign channel effectiveness and customer service. "We knew that gaining a single view of the business was essential to the success of our analytics programs," says John Stewart, Vodafone New Zealand's senior manager of customer analytics. "The best-in-class solution to our problem was an enterprise data warehouse from Teradata."
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Additional Resources |
Teradata.com -> Podcast -> Dr. Manfred Fechner |
Podcast
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According to Dr. Manfred Fechner, manager of capability services for business intelligence at EDS, "I think one of the best things Teradata offers is linear capability. From a technical point of view this is perfect and helps run the business and manage growth." Listen to this podcast and how Vodafone D2 is leveraging predictive intelligence for all analytic applications and campaigns, thus enabling better, faster and smarter business analytics.
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| Teradata.com -> Podcast -> John Stewart |
In a two-player mature market, Vodafone New Zealand has gone from being the challenger to the defender. Retaining and achieving profitable growth from their existing customer base requires a level of sophistication in data management, analytics and CRM, previously beyond their capabilities. Listen to this podcast with John Stewart, senior manager of customer analytics at Vodafone and how they rapidly implemented a best practice program of data warehousing and analytical marketing.
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