In Comviva has partnered with Airtel Africa to deploy its Usage & Retention solution - Dynamic Discounting. With this solution Airtel Africa can entice subscribers to switch the timing of their calls and extend the duration of their calls by offering dynamic pricing.
The service has already been launched in Gabon and over 25% of the customers have enrolled for the services within the first week of launch. Implementations at Airtel Chad, Madagascar, Burkina Faso and Congo DRC are underway and will be launched in phases.
Announcing the partnership, Manoranjan Mohapatra, CEO, Comviva, said, Our Dynamic Discounting solution will enable Airtel to grow traffic and revenues at a lower marginal cost by achieving higher network utilization through the loading of incremental traffic. The solution will further optimize their marketing costs by reducing the need for reactive churn prevention and win-back efforts.
Andre Beyers, Chief Marketing Officer, Airtel Africa, said, As we expand our footprint in Africa, we continue to focus on value added services to increase our customer base in the region. Dynamic tariffs will improve affordability of telecom services for our customers in base of pyramid segments, who conventionally use the phone for outbound rather than inbound calls, opening up an entirely new target segment. With this solution our customer will further experience reduced congestion at peak traffic times and improved service quality.
Equipped with powerful sophisticated analytic tools that measure network capacity utilization and model price and consumer demand, the Dynamic Discounting solution allows operators to optimally define tariffs proportionate to the load at a specific cell location. By offering tariff rates that encourage higher usage during slow periods and by enabling differentiated pricing based on usage data, operators maximize revenues, whilst shifting traffic load to non-peak hours drives utilization of under loaded cells, thereby saving on capex and opex.
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