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Product Innovation Based On Customer Needs

Product Innovation Based On Customer Needs

What led to the establishment of mCarbon?
mCarbon was founded in early 2008 to create a compelling platform based offerings for telcos to maximize revenues in the areas of usage and retention, customer life cycle and value management. We felt there was a lot of lacuna in the overall value added services space specially the way these services were pushed down to consumers throat without any context of value and it led to lot of dismay and apathy. Also, contingent to this problems, telecom companies around the world were grappling with the issue of customers staying dormant on their network, therefore, we thought of bridging this gap between the customers and telcos with our domain expertise and innovative ways of filling some of these gaps.

What kind of services do you provide?
mCarbon is the leading innovator in the space of usage and revenue uplift solutions for mobile operators. We provide solutions and products specifically that drive customer engagement across voice, sms, data thus engaging users to drive network usage and also getting to choose what they pay for by suggesting usage based plans e.g. It significantly enhances customer's lifetime value and resident time on the network helping build more stickiness and loyalty towards the telco brand. Most of these are mass market services used by millions at the same time and as a consequence of it there is a significant lift in the Average Revenue Per User. We use data analytics and consumer insights as a base and hence customize the offerings for the entire lifecycle of the customer.

mCarbon is largest supplier globally by volume of  micro loan for talk time/data (users taking small credits for staying on the network for various services).The product analyses consumer insights by taking decision analytics of talk time lending ensuring large volume of users get engaged on the platform.

Secondly, mCarbon has developed an analytics based contextual platform called interactive notifier that analyses every pre-paid call and suggests the best product pack based on the usage of various services custom fit to every user in the network, all in real time without any delay.

What is your market share?
We are the leaders in usage and revenue uplift solutions in the region, though in flagship products like micro loan, we have more than 40 per cent market share in India by sheer volume of the customers that we handle on the platform on a daily basis and also that makes us largest in the world by same measure.

Also, interactive notifier, we would clearly be the market leaders with handling almost a billion transactions on a daily basis making it arguably the largest of such a system in the world.

Who all comprise of your clients?
mCarbon works with the all the significant telecom operators like Bharti Airtel, Vodafone, Idea, MTS, Reliance, Aircel, Docomo, Uninor in India. It also has large enterprise customers for their specific enterprise campaign needs.

Which companies have you collaborated with for your research?
Apart from relying extensive on in house work for product innovation, mCarbon works closely with leading research partners like Gartner to get a global perspective on its products and services to get a validation on its products. We also uniquely conduct partner workshops, attend global events, where we discuss the next set of product innovations and align our product roadmap.

How do you drive customer engagement?
Our strength has been knowing the usage behavior of the customer and custom fitting the product to fit a certain target user. The collective knowledge of our people in this space over years has led us to creating various product innovations e.g micro loan, interactive notifier, call management suite that touch the customer at various stage of their service evolution and build stickiness with the network/telco. Knowing what the user wants and providing the same product in real time significantly enhances the experience of the consumer and ensures long term and sustained engagement.

Could you shed some light on the customized solutions that you offer to the telcos?
mCarbon tracks consumer usage parameters and devises innovative products for telcos that help in engaging the customers. Some of the innovative products mCarbon is offering - micro loans or small loans, which help you instantly, staying on the network even if you,run out of balance. These serviceshelp you if you don't have a retailer next to you from where you can recharge. You can simply take a loan from the system for Rs 10/15/20 and pay up next time when you recharge.

Interactive End of Call Notification informs the customer about offers/packs and new services based on individual customer usage allowing them to choose what they want. It helps in extracting more value from an operator's data and enabling faster, more intelligent customer interactions. The platform uses advanced Big Data Analytics and Machine Learning capabilities to allow telcosto create actionable customer insights from their data in real-time.

What is your future strategy?
We will continue to work with telcos since we believe that this is a very large area and more importantly they need a trusted partner who works alongside and understands the network operations on one side and consumer behavior on the other. In addition to significantly present in India, where we are currently headquartered, we are live in Bangladesh with soon going live in Vietnam and Nepal. Also, by second quarter of the fiscal, we should be live in few countries of Africa where we are in advanced level talks currently. Overall, we would like to cement our position to the leading provider of such services globally in the next three years.



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