Mobile financial services driven by data science will significantly impact the global pre-paid market, increasing operator revenues by as much as $70 billion, claims a new report from mobile identity scoring firm Juvo.
According to the report’s findings, applying data science technologies to mobile financial services can dramatically increase engagement across the entire prepaid market, regardless of demographics or geography.
When machine learning and predictive credit algorithms are applied to usage data continuously and in real-time, the report says, individual subscribers can be assigned personalized financial identities. As intelligence grows, credit worthiness is established, and access to a wider array of mobile financial services is unlocked. In essence, this means credit can be established independent of a customer’s wealth or income, increasing the value of financial identities to users regardless of circumstance.
Juvo says the report demonstrates how establishing financial identities for prepaid subscribers improves operators’ business performance and their broader pursuit of digital transformation, delivering up to 10% lift in ARPU, a 50% reduction in churn and a two-fold increase in lifetime value.
“We’re only scratching the surface of what is possible with data science-led digital transformation,” said Steve Polsky, CEO and founder of Juvo. “Identity-based services deliver unprecedented performance gains – just the impact of credit extensions alone to the global prepaid market could improve revenues, dramatically reduce churn and capture billions of dollars in lost revenue, and more broadly over 1.5 billion people globally lack any form of legally recognised identity. When data science is used to turn anonymous subscribers into identified subscribers, operators can unlock the full potential of their brands and subscriber relationships.”
Identifying, understanding and driving individual customer behavior allows operators to transform their customer relationships and is a critical ingredient in delivering on digital transformation. According to the GSMA, more than 75% of mobile users around the world are anonymous prepaid subscribers. By adopting sophisticated data science methodologies, operators can shift to identity-based relationships and lay the foundation for broader digital transformation.
Based on aggregated data across multiple markets and operators, data science-led digital transformation has the following business impact, simply by enabling credit extensions to increase the availability of mobile services:
- Prepaid ARPU increases by 10-15% within the first 30 days of deployment
- Prepaid churn reduced by 50% within 90 days of deployment
- Lifetime value for each subscriber doubles.
When applied to the global prepaid market comprised of 3.7 billon subscribers, with an average annual ARPU of $150 per user, data science could boost operator revenues by $70 billion, the report says.
The report Data Science: Driving Mobile Operator Digital Transformation is available for free download here.
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