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Orange operates in 32 countries and is one of the largest operators in the world. It is facing competition from low-cost operators and the associated churn and decline in ARPU. As part of its response, Orange has partnered with Nokia for a customer experience management (CEM) project in Slovakia. This case study analyses the project and its expected benefits.

Table Of Contents

The Orange uses CEM to differentiate and personalise services in its core markets
Table of contents
Executive summary: Orange is trialling Nokia's CEM solution to improve service quality, optimise network investments and prevent churn
Slovakia's mobile market is mature, but competitive, and increasing smartphone adoption is driving postpaid penetration
Orange is under competitive pressure from low-cost providers and facing high churn and declining ARPU in its key markets
Orange is trialling Nokia's CEM solution in Slovakia to get quick and tangible business results
Implementation details: The PoC project in Slovakia provided key lessons for future CEM implementations
Orange deployed a CEM solution to make customer insights available throughout the organisation
PoC implementation: Orange Slovensko deploys Nokia CEM off-the-shelf use cases to reduce churn and save opex in customer care and marketing
Orange Slovensko expects to improve customer retention, achieve cost savings and monetise LTE data services
About the authors
About Analysys Mason


List of figures

Figure 1: Orange Slovensko's CEM transformation plan - challenges and solutions
Figure 2: Mobile market share of active SIMs by operator, Slovakia, 4Q2011-4Q2013
Figure 3: Orange's market share and ARPU in four key countries,
2009-9M 2013
Figure 4: Nokia CEM solution architecture as implemented in Orange Slovensko's PoC project
Figure 5: Expected benefits for Orange from the Nokia CEM solution

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