IBM MobileFirst Helps Leading Organisation Improve Customer Service and Responsiveness

One of India's leading broadcast satellite television providers, Tata Sky, has announced it will utilise IBM to launch new mobile solutions, to enable it to reach new markets, and improve customer service and responsiveness for its 14million subscribers across the country.

With the IBM MobileFirst Platform, Tata Sky will aim to securely integrate customer and enterprise data, and will launch new apps to spur growth in rural markets. For example, a new mSales app will help dealers and distributors quickly respond to customer enquiries, track existing accounts and on-board new subscribers.

Access to mobile capabilities that enable more efficient customer service has become especially important in rural areas, where there is often limited access to laptops or reliable Internet connectivity.

According to a market study by Hong Kong-based research firm Media Partners Asia, the direct-to-home active subscriber base in India will increase to 60million by 2018 and 70million by 2023. By launching innovative mobile solutions for its 300,000 dealers, Tata Sky plans to be better able to add subscribers and gain market share.

With more than 50,000 downloads since its launch, the mSales app has created new cost efficiencies for the organisation by decreasing help desk calls to manage existing customer needs, and has streamlined processes for establishing new accounts. With simplified access to customer analytics, dealers and distributors become better equipped to engage customers with more targeted, personalised products and services.

"With IBM's deep mobile and industry expertise, we have gained a trusted partner for mobile solutions. The Tata Sky mSales app is one of the few examples of how mobile handsets can help us overcome business challenges, thereby opening new markets and creating more valuable customer interactions," said Mr. Ravishanker, Chief Information Officer, Tata Sky.

Advancing clients' digital transformation strategies, the IBM MobileFirst portfolio can be integrated as a part of a hybrid cloud solution that combines public and private cloud elements, with the flexibility to choose and change environments, data and services as needed.

"Service Providers around the world are facing heightened competition as they compete for customer wallet share and loyalty. Creating personalised customer interactions is critical for extending those relationships and identifying new business opportunities," said Vanitha Narayanan, Regional General Manager, IBM, India and South Asia. "With the IBM MobileFirst Platform, Tata Sky can take advantage of new growth opportunities in untapped markets, and easily scale the number of users and apps being delivered to market, to offer differentiated services and get ahead of the competition."