Communications and Media
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Situation
A wholesale telecommunications company, specializing in providing wholesale networks to various businesses, aimed to increase its market reach. The company identified an opportunity to consolidate and optimize its existing near net sites—locations near the in-service sites that could potentially service additional customers. The main challenges included dealing with multi-occupancy buildings, differentiating industrial versus marketing sites, addressing incorrect addresses, and overcoming missing data.
Task
The task was to develop and implement a strategy to consolidate the near net sites and capitalize on their potential to service additional customers. The objective was to expand the market size and achieve a significant increase in annual recurring revenue (ARR).
Action
To achieve this, a team was assembled comprising 2 Data Engineers, 4 Analysts, 2 Subject Matter Experts (SMEs), and 1 Marketing Expert. The team developed a multi-faceted offensive strategy based on cluster analysis using statistics, machine learning/AI, geospatial data, survey data, postal information, market research data, and right of way algorithms. The actions taken were:
1. Data Collection and Preparation:
Collected geospatial data, survey data, postal information, market research data, and right of way information.
Addressed issues with missing data and incorrect addresses through cross-reference analysis with multiple data sources.
2. Cluster Analysis:
Applied cluster analysis to group near net sites based on geographical proximity, market potential, and existing infrastructure.
Utilized statistical and machine learning techniques to identify high-potential clusters.
3. Geospatial and Market Analysis:
Conducted geospatial analysis to map out near net sites in relation to existing in-service sites.
Integrated market research data to understand customer demand and potential market size within each cluster.
4. Right of Way Algorithms:
Implemented right of way algorithms to determine the feasibility of extending services to identified clusters.
Assessed logistical and regulatory considerations for expanding network infrastructure.
5. Offensive Strategy Development:
Developed a targeted marketing strategy to approach potential customers in identified clusters.
Created promotional materials and campaigns to highlight the benefits of the expanded network services.
Result
The strategic approach led to a substantial increase in market size, with the realized additional market size valued at £120 million in annual recurring revenue (ARR). The success was attributed to:
Effective data collection and preparation.
Accurate identification and clustering of high-potential near net sites.
Robust geospatial and market analysis.
Strategic implementation of right of way algorithms.
Targeted marketing and promotional efforts.
This case study demonstrates how integrating diverse data sources and employing advanced analytics can drive significant business growth in the telecommunications industry. The collaborative efforts of the multidisciplinary team were crucial in overcoming challenges and achieving the project's objectives.
Power in Numbers
30
Months
50
Locations
200
Core Team