China Unicom demonstrated its big data analytics platform, including customer analytics, during the Shanghai World Mobile Congress last week. Huawei is helping China Unicom’s Shanghai affiliate build a big data analytics platform that can collect and analyze customer demographics and operational and behavioral data. For instance, it can estimate a consumer’s monthly income based on annual mobile fees, know whether she is walking or driving, and what routes she regularly takes. Such data is unique and even more comprehensive than that generated by Internet service giants like Baidu, Alibaba, or Tencent. China Unicom will begin to leverage this data analytics platform to monetize data in several ways:
- Retain customers. China Unicom can predict which high-value customers may be thinking of dropping its services and target marketing based on the customers’ context to retain them. For instance, the system can automatically send a targeted offering when a customer passes by a China Unicom office. In 2014, the telco performed A/B testing among 200,000 Unicom subscribers in Shanghai who were thinking of changing telecom service providers. This helped China Unicom retain RMB 10 million in revenue from those users receiving targeted marketing offerings from the system.
- Enhance public security. China Unicom uses the platform to help the Shanghai city government to monitor people’s location in the city in real time. The system provides a real-time heat map and automatically sends an alert when it discovers that too many people are crowded into one area. This can help the government avoid accidents such as the one that occurred in the Waitan district of Shanghai last year.
- Real-time advertising. China Unicom has developed an advertising DMP based on customer data and uses it to provide contextual options to advertisers. For instance, the data platform knows who will get a certain ad when and where using customer’s mobile data. A Chinese third-party DSP firm spent RMB 10 million to use this DMP platform.
If you are looking for more user cases that Chinese organizations utilizing mobile data for marketing campaigns, please read the Forrester report “Marketers Are Using Data To Fuel Effective Mobile Campaigns” in May 2015.