18-25 October 2013 NITIEs Annual International Business Conclave

Cognizant Sync-Quest
THE IT CASE STUDY COMPETITION

CASE DOCKET

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18-25 October 2013 NITIEs Annual International Business Conclave

Company X - A Leading Telecom Operator A Case for Inter B-School Competition conducted by NITIE
Introduction
All major telecom giants are focused on turning the huge amount ofavailable data into useful information for their accelerated growth. The telecom sector has suffered many setbacksover the last decade. Companies have invested huge sumsof money in new technologies to help them in collection and analysis of data.

Section A
Company X is one of the leading market players in Country Y of population 300 million. It has built in specialized data warehouses, operational data stores, data marts and business intelligence applications on top of the data stores or legacy systems. Inspite of investing so much, over the past few years, the profit margin of the company has decreased from 30% to 22%. Also, its market share has decreased from 40% to 30%. At the same time the number of market players in Y has increased from 2 to 4. One of the major problems that company X is facing is the number of dissatisfied customers. Customers are expressing their views onthe various social media channels. In the wake of all these issues, the CIO of Company X has called for an urgent meeting with the IT Delivery Lead and the BI expert. The following are some of itsmeeting excerpts: CIO: I think that we need to integrate our data technological capabilities which will help in creating a collaborative business platform and provide accurate, up-to-date, realtime and usable information. Moreover, the leaders of our company are facing increasing pressure to perform more effectively and improve ourservices for business growth and profitability. BI Expert: Again, the problem is not a lack of information. The problem that our business is facing today is that we are not using the information to its best advantage. CIO: "What we need in today's environment is that, when a customer slams the phone down, that act gets viewed as a business event, is captured and is then fed back to our analysis engines within minutes of occurrence of the event. IT Delivery Lead: According to me, we should go for integration because our business has anoperating environment which is very dynamic (the company has recently joined hands with two other telecom companies to expand its business, competition is heavy,

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18-25 October 2013 NITIEs Annual International Business Conclave

there is strong reliance on knowledge and expertise of personnel, multiple global and local trends are impacting the marketplace, and there is huge pressure on its project budgets).
Question:

As the IT Delivery Lead of the company, identify the information integration drivers for the company, suggest a roadmap to tackle all these issues faced by the company, and define a framework to reduce customer churn.

Section B
The company X has expansion plans in Country Z (with a population of 100 million) in the beginning of 2013. For that it needs to partner with one of the top five operators (A, B, C, D and E) in that country.
Questions

A) Which telecom operator should it choose? B) What will be the break-even periods for partnership with each company? C) What are the important KPIs involved during partnership of Company X with any of the other Telecom company operating in Country Z?
(Make assumptions where ever necessary)

Details for Reference

The ARPU of telecom operators in Country Z for FY12: Q1 185 156 140 98 100 Q2 177 148 128 102 93 Q3 185 158 110 119 95 Q4 175 167 117 128 102

Company A Company B Company C Company D Company E

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18-25 October 2013 NITIEs Annual International Business Conclave

(w.r.t number of subscribers)

Assume linear growth rate over the years in Country Z

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18-25 October 2013 NITIEs Annual International Business Conclave

Partnership Details of X with any telecom operator: Company A 15 billion 20% Company B 10 billion 25% Company C 5 billion 30% Company D 5 billion 35% Company E 4 billion 49%

Investment Costs Share

Profit Margin of the Telecom Operators: Company A Company B Company C Company D Company E Profit Margin (in %) 20% 20% 20% 20% 20%

Other Details of the Telecom operators: Architecture Used Architecture Performance Started operations in Z in year Legacy Systems 70% 1995 Legacy Systems 80% 1997 Data Warehouse 90% 2000 Data Warehouse 85% 2005 Hadoop 95% 2010

Company A Company B Company C Company D Company E

Submission Details
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Contact Details
Neeraj Nayak: + 91-9167584691 Dheeraj Assudani: +91-9167584690 Mail us for any query at: events.avartan@gmail.com

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