Interactive Telco Market Sizing and Visualization Across Layers of Disparate Data

Learn how TELUS, a Canadian national telecommunications company, has created an interactive market sizing tool to grow subscribers and optimize network builds. TELUS’ high speed (HS) service can be provisioned over Fibre, Copper or over its mobile network. TELUS Marketing needs to have visibility over where each technology can be deployed, along with the targeting potential (number of households), and where its competitors offer similar services. Each technology type has its own coverage layers, qualification criteria and competitive restrictions, not to mention separate business units that design, implement and support the services they carry. Providing a “one stop shop” where Marketing can assess opportunity to build/grow subscribers as well as potential to improve network build prioritization, was highly desired. In rural areas where TELUS does not have the capability to offer HS over Fibre, HS over copper can be problematic in offering competitive speed plans, not to mention reliable service for customers. In these situations, TELUS offers HS over its LTE network to fixed line customers. With OmniSci, TELUS was able to build an interactive map for showing all of TELUS’ communities, along with, competitor speed information, wHSIA coverage layers, competitor cell sites, LTE coverage layers, household reference data, copper qualification, fibre eligibility, other exclusion layers, and marketable base (taking into account do not contact flags). Join Dustin Wright and Chris Havlin, data scientists at TELUS, as they explain how they created this interactive dashboard and how it’s transforming their marketing efforts.