Idea Cellular Clocks Positive Response on Contextual Marketing Powered by Mahindra Comviva

Idea Cellular, one of the leading wireless operator in India announced a successful transition to contextual marketing from segmented mass marketing campaigns supported by Mahindra Comviva' Interactive End-of-Call Notifications (iECON). Analytics based contextual marketing has allowed Idea Cellular to achieve significant increase in recharge value.

Speaking on the achievement Sashi Shankar, Chief Marketing Officer, Idea Cellular Ltd said "Rapid behavioral changes by consumers require focused and personalized marketing solutions. We are extremely proud to announce that Idea has advanced to real time contextual & interactive offer campaigns. The solution is based on understanding the customer's intent rather than mass marketing campaigns. Mahindra Comviva's Interactive End of Call Notification solution has been a key pillar in the significant increase in responses to contextual offers."

Commenting on the association and success Manoranjan Mohapatra,CEO, Mahindra Comviva said "Our endeavor is to provide services and solutions to customers which help operators in improving revenue while reducing information clutter for the consumer. We are extremely happy to be part of Idea's success of campaigns which provide contextual relevance to its users."

iEOCN is a digital marketing solution to improve marketing effectiveness by delivering contextual offers with end of call notification. The channel assures wide reach and higher response rate as messages appended at the end of post call notifications are delivered to all consumers. iEOCN is designed to help mobile operators automate and manage the end to end marketing workflow right from targeting, sending offers and fulfillment tracking to reporting.

Some of the challenges faced by the operators today are high churn rate and stagnating prepaid revenues as well as recharge counts. Mahindra Comviva's Interactive End-of-Call Notifications enabled Idea Cellular to reduce customer churn, enhance customer loyalty by executing personalized and interactive campaigns which eventually generated incremental revenue.

With more than 900 million mobile phones, India is the second largest phone user in the world. Midst the aggressive competition, it is imperative for operators to design marketing campaigns which target individual users and address their needs.

About Idea Cellular Ltd.

Idea Cellular is the third largest wireless operator in India with a revenue market share of 17.2 per cent (Q2FY15). Idea is listed on the National Stock Exchange (NSE) and the Bombay Stock Exchange (BSE) in India. Idea is part of the Aditya Birla Group, which is one of the largest business groups in India. The Aditya Birla Group is a conglomerate with operations in more than 30 countries. The Aditya Birla group has a history of over 50 years and has businesses in, among others, mobile telecommunications, metals and mining, cement, carbon black, textiles, garments, chemicals, fertilisers, life insurance and financial services industries.

About Mahindra Comviva

Mahindra Comviva is the global leader in providing mobility solutions. It is a subsidiary of Tech Mahindra and a part of the USD 16.5 billion Mahindra Group. With an extensive portfolio spanning mobile finance, content, infotainment, messaging and mobile data solutions, Mahindra Comviva enables service providers to enhance customer experience, rationalize costs and accelerate revenue growth. Its mobility solutions are deployed by over 130 mobile service providers and financial institutions in over 90 countries, transforming the lives of over a billion people across the world. For more information, please visit www.mahindracomviva.com