Telecom & Media – Project Highlights

Market Segmentation for a Mobile Operator in DRC

In 2010/2011 Altai Consulting has been advising a leading operator in the Democratic Republic of Congo (DRC) on the segmentation of its market. This project was based on a combination of robust quantitative research and innovative data-mining, which allowed Altai Consulting to identify segments, both actionnable and meaningful. This enabled our client to target more effectively its existing customer base as well as non-users.

Development of a Marketing Lab project for a Telecom Player in Central Africa

The objectives of the project are to identify the main barriers to activation and usage in rural areas and design strategies to overcome these barriers. This innovative project has two components: a first phase to identify opportunities and put them in place in pilot villages, and a second phase to track their impact on activation and usage through field research and data mining. This entails conducting a cost/benefit analysis on each initiative.

Strategy consulting & marketing advisory for a leading Iraqi mobile operator

Since 2008 we have been advising a leading Iraqi mobile operator in its corporate and marketing strategy. Our work covers the whole spectrum of critical marketing issues: churn, pricing, product development, etc. Our efforts have been instrumental in helping the operator grow its customer base by more than 30% since the beginning of our work.

Modeling of a Mobile Banking Opportunity in Palestine

Altai Consulting was appointed by a telecom player in Palestine to assess the opportunity to launch mobile banking, size the potential market and elaborate the roadmap. This effort entailed developing a sophisticated model to feed into the business plan helping our client select the most appropriate route and negotiating with vendors.

Strategic advisory for a leading mobile operator in Afghanistan

We have been Roshan's strategic partner since its creation in 2003. As such we have advised Roshan on product and network development, strategic and operational marketing, customer retention and branding. In 2006, Roshan was awarded the prize of Best Mobile Operator in Emerging Markets at the 8th World Communications Awards.

Brand & marketing strategy for an operator bidding for a 3G license in Central Asia

For a 3G license application in Central Asia, we were commissioned by a regional GSM player to develop a full brand identity and marketing strategy for the new licensee. The project involved a qualitative study on brand perceptions in the country as well as creative workshops with artists, journalists and other trendsetters to shortlist powerful names.

Evaluation of Media Outreach Programs in Yemen, Kenya and Somaliland

In 2010, Altai Consulting has been contracted to conduct an evaluation of several media outreach programs in Yemen, Kenya and Somaliland. The purpose of these assignments was to assess the relevance of programs targeting young individuals with a view to promote civil society dialogue in these countries. The work included the design of research tools, fieldwork as well as quantitative and qualitative analysis.

GRP tools for media planning in emerging markets

Altai Consulting teams have designed methodologies to come up with accurate estimates of Gross Rating Points (GRP) by media, TV and Radio, in countries where little data is available. These tools allow our clients to optimize their media spend in countries where media consumption is not monitored.