Photo - (From left) Andrew Tan, Managing Director of SAS Malaysia; and Jaffa Sany Ariffin, Chief Executive Officer of U Mobile Sdn Bhd.
U Mobile will integrate a real time analytics solution from business intelligence firm SAS Malaysia to help increase its subscriber base market share in the country from 10 percent to 20 percent within five years, said the Malaysian 3G mobile operator.
During the signing in Kuala Lumpur, U Mobile chief executive officer Jaffa Sany Ariffin said the use of SAS Visual Analytics would give immediate access to real-time consumer behaviour data for better business decisions.
"With the addition of powerful analytics capabilities to our operations, we are confident of continuing our strategic direction of expanding our business and increasing our market share in Malaysia," said Jaffa, who told reporters that the company expected a growth in its subscriber base of up to 20 percent within five years.
Jaffa shared with the media that U Mobile hopes to capture between 15-20 percent of the subscriber market share in the next five years, from the current estimate of about 10 percent market share.
"As consumers continue to seek ever increasing levels of service experience, it is vital for industry players to remain on top of market trends and opportunities," he added. "Through SAS' Visual Analytics, we will have an in-depth analysis of our customers' profiling, behaviour and usage patterns, which will enable U Mobile to be more proactive in analysing and understanding our customers better and continue offering them relevant quality mobile and customer experience."
"By equipping the innovation, service development, sales and marketing departments with modern analytics capabilities, we want to bring a whole new level of enhanced mobile services to Malaysian consumers that help them 'live connected' and meet their different usage needs and requirements," said Jaffa.
He said the first phase of the integration of SAS' Visual Analytics included U Mobile's marketing, product development and sales departments. "U Mobile expects Visual Analytics to lead to better-informed decision making across the business, as executives now have fast access to important company data wherever they are. The partnership with SAS Malaysia perfectly positions U Mobile to make better-informed business decisions moving forward."
Increasing use of analytics
SAS Malaysia managing director, Andrew Tan, said Malaysian businesses were recognising the importance of using of analytics. "Analytics offers a powerful means for businesses to capitalise on their data assets, and SAS' deep expertise in analytics has helped many businesses mine big data to find new opportunities and drive better business results."
Tan cited analyst firm IDC, which expected Asia Pacific's big data technology and services sector to reach US$1.76 billion by 2016.
Speaking of how the Visual Analytics solution would assist U Mobile, he said: "Visual Analytics puts the power of advanced analytics tools such as correlation, regression and forecasting into the hands of U Mobile's executives, without them requiring any pre-requisite knowledge on coding. With this, tasks that previously would have required significant IT manpower such as market trend predictions and sales analysis comparisons can now be done on mobile devices by the executives themselves in a fraction of the time that it used to take."
"Key to the user-friendliness of Visual Analytics is the auto-charting feature which automatically chooses the best format to visualise information so that U Mobile executives can easily understand insights, trends and correlations hidden in vast amounts of information," Tan said. "Visual Analytics is also accessible from a variety of Web-enabled devices including the iPad, enabling U Mobile executives to access critical business information wherever they are and at all times."
Sign up for MIS Asia eNewsletters.