MegaFon Centralizes 200 Billion Real-Time, Mobile Communications Billing Transactions to Analyze Security and Revenue, and Protect Against Fraud
By Irem Radzik, Director of Product Marketing, Oracle Data Integration Products, Oracle
Founded in May 2002, MegaFon is the only
Russian telecommunications provider with a
network that spans all of Russia, as well as
the Republics of Abkhazia, South Ossetia,
and Tajikistan. The company was the first
in the country to launch 3G commercial
operations. It is now Russia’s top provider
of mobile Internet solutions, and is ranked
second highest for the number of active
communications subscribers—62.8 million
at the end of 2011, a 9.6 percent increase
from the previous year.
Challenges
Building on its growth, MegaFon recently
acquired Synterra, a Russian mobile carrier.
Following the acquisition, the acquired
company’s billing information was in eight
separate regional billing systems across
Russia. To sustain growth in the multiple
fixed and wireless segments, MegaFon
needed a data-centric IT architecture for
multiple disparate databases to ensure
accurate, trusted, and timely data for
all corporate departments. For example,
MegaFon wanted the ability to create smart
marketing campaigns built on mobile subscriber
profile data with real-time response
analysis so it could facilitate growth by
maximizing conversion rates and average
revenue per user. In addition, the company
wanted to improve mobile fraud detection
and increase mobile security capabilities
by distributing real-time customer data to
business-critical subsystems for analysis.
Solution
MegaFon deployed Oracle Golden Gate 11g
to extract billions of monthly transactions
from eight regional billing systems. The data
was integrated and centralized onto Oracle
Database 11g, Enterprise Edition, and
distributed to business-critical subsystems
for revenue, fraud, and security analysis.
MegaFon chose Oracle solutions because
of performance, ease of implementation
and use, scalability, and agile management.
MegaFon easily completed the implementation
on budget, with minimal systems
performance optimization required.
Deploying Oracle GoldenGate 11g
allowed MegaFon to implement a data-centric
IT architecture and provided
more accurate, trusted, and timely data
for sales, marketing, customer care,
and other corporate departments.
Business Benefits
The solution enabled MegaFon to create a
360-degree view of the mobile subscriber
base by consolidating information from an
existing Oracle Siebel Customer Relationship
Management application and disparate
billing databases, which improved insight
into customers. Deploying Oracle GoldenGate 11g allowed MegaFon to implement a
data-centric IT architecture and provided
more accurate, trusted, and timely data
for sales, marketing, customer care, and
other corporate departments. Now MegaFon’s multiple offices and data centers
across Russia can respond quickly to
events—especially potential mobile security
and fraud issues—thanks to more centralized
business information and streamlined
access to real-time reporting.
The solution also allowed creating sophisticated,
targeted marketing campaigns based
on enhanced mobile subscriber information,
enabling MegaFon to maximize market penetration
and facilitate continued growth. With
real-time access to key performance indicators,
field offices and data centers can better
meet strategic goals and increase growth. In
addition, the solution enables more business-specific
analysis of billing data—such as
revenue assurance, customer analytics, and
fraud detection—to accommodate the company’s
revenue growth, customer insight, and
security requirements.
Additionally, Oracle’s solution delivered IT
benefits. Offloading tasks—such as operational
reporting and analytics—from billing
and operations support systems to the new,
centralized database optimized IT resource
use. The solution suite also lowers total cost
of ownership, as a single MegaFon engineer
maintains the entire Oracle GoldenGate 11g
infrastructure.
Conclusion
As a result of the real-time data integration
implementation, MegaFon achieved more
sophisticated, business-specific analysis
for billing and customer data to improve
business decisions, facilitate more targeted
customer marketing, and provide for ongoing
growth.