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© Analysys Mason Limited 2015
COMPANY PROFILE
analysysmason.com
FLYTXT: ANALYTICS SOFTWARE SYSTEMS
ATUL ARORA AND JUSTIN VAN DER LANDE
Flytxt: analytics software systems
© Analysys Mason Limited 2015
Founded 2007
Offices Headquarters in Amsterdam, Netherlands. Offices in
Dubai, Mumbai, Trivandrum, Nairobi and Dhaka.
Employees 350+
Regional
focus Worldwide
Revenue N/A
Corporate
Customers More than 50 CSPs worldwide
Selected key
customers
Vodafone, Airtel, MTN, Idea, Etisalat, Warid Telecom,
Robi Axiata, Banglalink, Grameenphone
Partnerships EMC2, IBM, Intel, Oracle and VoltDB
Company
Status Private Company
2
Figure 1: Flytxt company facts [Source: Analysys Mason, 2015] • Flytxt is a software product company that provides big data
analytics solutions to communication service providers (CSPs)
worldwide. Its product portfolio includes platforms, applications,
consultancy and big data managed services solutions.
• The company has a significant customer base in emerging
economies of Asia-Pacific (APAC) and Africa. Flytxt has group
level framework agreements with MTN and Airtel. Other
customers with multi-country presence include, Vodafone,
Etisalat and Axiata.
• Flytxt portfolio includes internal and external monetization
solutions to increase current revenues, reduce churn, improve
customer experience and generate new revenue streams.
These solutions are driven by their analytics capabilities and
platforms.
• The company has a flexible business model when engaging with
their customers, including licensing and impact based revenue
share models. This enables them to offer commercial off the
shelf (COTS) products as well as consulting and execution
services to help clients benefit from the technology.
• This profile focuses on the analytics solutions offered by Flytxt
for both internal as well as external monetisation of customer
data that is collected by the operator.
Company summary
Flytxt: analytics software systems
© Analysys Mason Limited 2015
50% 50%
APAC
EMEA
Total revenue:
N/A
Source: Analysys Mason
Figure 2: Flytxt’s analytics revenue distribution by region, worldwide, 2011-2013
3
*For further information, read Analysys Mason’s Context-Aware Marketing Systems Enable CSPs To
Generate Additional Revenue report, published February 2015.
0%
20%
40%
60%
80%
100%
120%
2011-12 2012-13 2013-14
YoY
gro
wth
ra
te
Source: Analysys Mason
• Flytxt has demonstrated strong overall revenue growth during
the last 3 years. It has won multiple deals with Tier 1 CSPs in
Asia-Pacific (APAC) and Europe, Middle-East and Africa (EMEA)
region – particularly in the Indian sub-continent and African
markets.
• This is reflective of the fact that the market segment of
contextual marketing using analytics system is still maturing. It
has gained significant penetration in pre-paid dominant
markets where the propensity to churn is higher, with low loyalty
to CSPs. Moreover, these solutions for contextual marketing are
starting to gain traction in the post-paid markets as well.*
• The company derives equal revenues from both APAC and EMEA
regions. Furthermore, Flytxt currently has most of its
deployments with mobile operators.
• For Flytxt, the majority of the revenue comes from their
products sales, accounting for 75% of the revenue. The
remaining 25% comes from product related services, that is,
revenue from the installation and configuration of supplied
software products. The revenue generated from consulting and
big data managed services is considered part of professional
services.
Figure 3: Flytxt’s year-on-year revenue growth, worldwide, 2011-2014
Company summary: financials
Flytxt: analytics software systems
© Analysys Mason Limited 2015
Figure 5: Flytxt’s analytics revenue distribution by products and services, worldwide, 2013
4
• Flytxt will continue to serve the markets they are established in,
that is, Indian sub-continent of APAC and African region of
EMEA. They will aim to further expand into other regions of the
world, including, the mature markets of NA and Western
Europe.
• The company will continue to introduce new, innovative use
cases and analytical models, within their portfolio, for both
internal and external monetisation.
• Currently, the majority of the revenue comes from sales and
services of its mature product ‘NEON’, that CSPs marketing
teams use to enhance revenues and customer experience. The
company will aim to maintain its relevance and growth.
• There will be increased focus on expanding their external data
monetisation product ‘QREDA’ which has started gaining
traction among Tier-1 CSPs.
• Flytxt will extend its analytics capabilities by launching new
products and services, to support CSPs generate incremental
revenue from both consumer and enterprise clients.
• The company, moving forward, will aim to establish innovative
business models by working with their CSP clients, using
telecom subscribers data, to add new revenue streams for
CSPs.
Figure 4: Flytxt’s analytics revenue distribution by sector, worldwide, 2013
Strategic direction
100%
MobileTotal revenue:
N/A
Source: Analysys Mason
75%
25%
Products
Services
Total revenue:
N/A
Source: Analysys Mason
Flytxt: analytics software systems
© Analysys Mason Limited 2015
Figure 6: Flytxt’s analytics portfolio
5
Source: Flytxt 2015
Analytics business overview
Flytxt: analytics software systems
© Analysys Mason Limited 2015 6
Figure 7: Flytxt’s analytics products [Source: Analysys Mason, 2015]
Product summary [1]
Solution Products and features
Flytxt NEON Flytxt’s NEON is a big data analytics platform that improves revenue generation and customer experience for CSPs. Flytxt packages a set of
applications with the platform, that utilise the analytics and actionable insights providing capability of the platform, to serve multiple scenarios
for CSPs. This includes real-time reporting, campaign management and subscriber experience management.
CLV Max The CLV Max application aims at enhancing revenues for CSPs. It offers workflows for running campaigns for up- and
cross-sell, contract upgrades, new services adoption and churn management.
Customer Engager The NEON Customer Engager application enables CSPs to launch real-time, on-trigger customer experience
enhancement programs to segmented group of customers.
Intent Management This application aims at personalisation of service and content for individual customers by creating ‘segment of one’
and next best offers. It enables touch point personalisation and intent revival to ensure continued loyalty to the CSP.
Loyalty Management NEON loyalty management application targets increase in loyalty of customers by rewarding them. It enables CSPs to
offer bonus points and rewards to customers.
Insight API The Insight API application offers actionable packaged analytics capabilities that Operators can deploy for internal
purposes. At the same time, they have the ability to share KPI, insights and recommendation generated by the
application with any 3rd party system in the telco ecosystem.
Smart-board Smart-board application offers strategic and operational dashboards to CSPs for internal assessment and monitoring
purposes. The application supports CSPs gain operational intelligence, and gain actionable insights.
I-View NEON I-View is customer focused application that enables CSPs to offer their customers multiple capabilities, such as
personal analytics, self care and offer recommendation.
Flytxt: analytics software systems
© Analysys Mason Limited 2015 7
Figure 8: Flytxt’s analytics products [Source: Analysys Mason, 2015]
Product summary [2]
Solution Products and features
Flytxt QREDA Flytxt’s QREDA is a platform that enables CSPs to add and create new revenue streams by monetising the insight generated from analysis of
customer data. It ensures subscriber privacy by converting Personally Identifiable Information (PII) to Non-PII. Thus, allowing CSPs to generate
revenue by sharing subscriber insights to third parties through a Preference, Permission and Privacy (PPP) model.
The platform offers targeted reach to operators touch points and OTT publisher inventory for access by third party. It can act as a bridge to
connect to multiple QREDA deployments, thus creating a ad market place.
Precision Ad Server The Precision Ad Server transforms CSPs to media owners and enables them to offer a self serving platform for
brands and agencies to do multi-channel targeted advertising.
Insight API The Insight API application offers actionable packaged analytics capabilities that Operators can deploy for internal
purposes. At the same time, they have the ability to share KPI, insights and recommendation generated by the
application with any 3rd party system in the telco ecosystem.
Flytxt: analytics software systems
© Analysys Mason Limited 2015 8
Figure 9: Flytxt’s significant customers [Source: Analysys Mason, 2015]
Significant customers
Customer Country Scope
Vodafone
India,
Mozambique
(Vodacom)
Flytxt internal monetisation solution executes all the real-time on-trigger marketing campaigns for Vodafone across India.
Intent Management application was also deployed to deliver personalized offer recommendation over customer care touch
point. In Vodacom, NEON platform is driving campaigns for revenue enhancement and customer retention.
Airtel Africa
Flytxt has a group framework agreement with Airtel to run campaigns targeted at improving data penetration, increasing the
uptake of mobile money service, activating sleeping base, stimulating usage and recharge and enhancing customer loyalty
across Opcos.
MTN MEA MTN Group has also signed a Group Framework agreement, Flytxt platforms drive real-time event driven contextual
customer engagement campaigns for enhancing revenue and reducing churn.
Robi Axiata,
Banglalink,
Grameenphone
Bangladesh
Flytxt external monetisation solution is deployed with multiple operators in Bangladesh, Through these deployments, Flytxt
is creating a ad market place in Bangladesh delivering superior reach and consumer insights to brands/advertisers
leveraging operator assets of data and customer reach.
Etisalat Afghanistan Flytxt Internal monetisation solution is deployed along with Marketing Consulting services for maximizing customer
lifecycle value
Idea India External monetisation solution is deployed with Idea to enable them extend their inventory and consumer insights to
brand/advertisers for multi-channel mobile advertising
Hutch Srilanka Flytxt solution is deployed to drive customer engagement; innovative customer retention programs for Multi-SIM market
and location analytics driven retailer stimulation programs
Aircel India
Internal monetization solutions and services offered to run marketing programs covering more than 80% of their base
across India; generating incremental revenue by making better use of up-selling/cross-selling opportunities across
customer lifecycle
Flytxt: analytics software systems
© Analysys Mason Limited 2015
OPPORTUNITIES
THREATS
STRENGTHS
WEAKNESSES
9
Analysis: strengths, weaknesses, opportunities and threats
The company has CSP customers that have international
operations. This offers them the opportunity to expand their
deployments to other operations at these CSPs.
As demand for data monetisation – both internal and external –
increase, Flytxt is in a good position to leverage the opportunity,
with the product set they have.
The company has the opportunity to expand their operations in
other pre-paid dominant markets, such as Latin America.
Flytxt may face competition from other specialist vendors that
offer similar big data analytics solution.
Large vendors are also entering the market segment – which may
make it even more challenging for Flytxt to expand their
operations in mature markets.
CSPs may find selling customer data for external monetisation
difficult, due to regulatory and commercial restrictions. This may
limit Flytxt’s business growth.
Flytxt has a strong presence in emerging markets of APAC and
EMEA – Indian sub-continent and Africa in particular.
It has a mature set of offerings and require minimum
customisation during deployments at CSPs.
The company has a wide range of API sets that enables them to
integrate with existing systems at CSPs, easily.
Impact based Revenue Share business model
Lack of deployment in mature markets.
Regulatory restrictions on use of customer data for monetisation
purposes may hinder Flytxt’s business growth.
Lack of local delivery staff may limit their ability to win new
business.
Flytxt: analytics software systems
© Analysys Mason Limited 2015 10
About the authors
Atul Arora (Research Analyst) is a member of Analysys Mason’s Telecoms Software research team and contributes to the Analytics Software
Strategies, Customer Care and Digital Economy Software Strategies programmes. His areas of interest include omni-channel customer care,
context-aware analytics and digital enablement. Atul joined Analysys Mason in 2013 after working as an intern analyst in the telecoms sector for
a year. He has worked on a range of projects focused on telecoms verticals, cloud services and mobile services in emerging markets. He holds a
bachelor's degree from Jaypee University (India) and a Master's degree in neuroscience from University College London.
Justin van der Lande (Principal Analyst) leads the Analytics Software Strategies, Customer Experience Management Software Strategies
and CSP IT Strategies research programmes, which are part of Analysys Mason’s Telecoms Software research stream. He specialises in business
intelligence and analytics tools, the functionality of which cuts across all of the research programmes in this area. He also provides project
management for large-scale projects within our Telecoms Software research. Justin has more than 20 years' experience in the communications
industry in software development, marketing and research. He has held senior positions at NCR/AT&T, Micromuse (IBM), Granite Systems
(Telcordia) and at the TM Forum. Justin holds a BSc in Management Science and Computer Studies from the University of Wales.
Flytxt: analytics software systems
© Analysys Mason Limited 2015 11
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Flytxt: analytics software systems
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