Zain Group has selected SAP to utilize Big Data and analytics solutions to enhance customer experience across the Middle East.
The IT deal was announced at the Mobile World Congress (MWC 2015) in Barcelona.
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Zain Group, which has more than 44 million customers across eight countries, will deploy Big Data and analytics solutions across Kuwait, Bahrain and Jordan. According to GSMA Intelligence, mobile broadband penetration is 74 percent in Kuwait, 49 percent in Bahrain and 42 percent in Jordan.
Bill McDermott, CEO of SAP, said: “Zain Group will use analytics to help them Run Simple and provide the next generation of mobile services for of customers in fast-growth markets.”
Zain Group will deploy the SAP HANA platform – based on innovative, real-time analytics software and in-memory computing technology – as well as data mining, social networking, customer and business intelligence and predictive software solutions.
Scott Gegenheimer, CEO of Zain Group, said: “Zain needs to reduce complexity in its IT setup, enhance its customer experience through an actionable real-time analytical platform and gain better market insight to open new revenue streams.”
Mobile subscriptions in the Middle East and Africa will increase 55 percent between 2014 and 2020, while mobile broadband 3G and 4G networks will increase from 20 percent of the total share in 2014 to 85 percent in 2020, said Ericsson Mobility Report.
Meanwhile, SAP plans to release enhancements to its SAP hybris Marketing solution to assist mobile service providers simplify their B2C and B2B customer engagements. This will be a value addition to SAP company hybris’s marketing solution that unleashes the power of contextual marketing.
By adding telecom industry functionality to SAP hybris Marketing solution, telecom marketers can improve their marketing programs with contextual marketing.
SAP hybris Marketing solution uses real-time contextual data to update a 360-degree profile of both identified customers and prospective customers.
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