RESEARCH & RESOURCES

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.


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