Case Study“InMobi Pulse helped us overcome
the challenge of targeting
enterprise customers in
Bhavna Diwan
the digital world.”
ASST. GENERAL MANAGER,
MARKET INSIGHTS AND PLANNING

Background
Vodafone Idea Limited is an Aditya Birla and Vodafone partnership. It is India’s leading telecom service
provider. The Company provides pan India Voice and Data services across 2G, 3G and 4G platforms. With thelarge spectrum portfolio to support the growing demand for data and voice, the company is committed todeliver delightful customer experiences and contribute towards creating a truly ‘Digital India’ by enabling
millions of citizens to connect and build a better tomorrow.
The Company is developing infrastructure to introduce newer and smarter technologies, making both retailand enterprise customers future ready with innovative offerings, conveniently accessible through anecosystem of digital channels as well as extensive on-ground presence. The Company is listed on National
Stock Exchange (NSE) and Bombay Stock Exchange (BSE) in India.

The Challenge
Vodafone Idea wanted to analyze the behavior of their enterprise customers
across two operational areas.
●●Go-to-market strategy - Understand the touch point preferences forsales and service with a focus on adoption and reasons for usage.
Product Strategy for iRoam (iRoam is an affordable roaming data andcellular network solution for international travel) - Identify
international roaming behavior for frequent travelers in 10
pre-defined countries, including reasons for usage, barriers to usage,
triggers to use competitive product offerings and benchmarking
competitor offerings.

This study would help Vodafone Idea optimize their customer contact
strategy and help increase usage and satisfaction for iRoam with enterpriseconsumers.
Solutions covering only B2B app usage such as LinkedIn provide limited
accuracy in identifying whether a user was an enterprise customer.
Additionally, traditional research methods (i.e., random sampling) were slow,
extremely expensive and unable to deliver competitive benchmarking andinsights at scale. As a result, Vodafone Idea turned to InMobi Pulse to target
and collect feedback and deliver actionable insights to support
improvements in customer experience.

Methodology
Gathering feedback from this highly niche customer segment
would require multiple layers of highly granular targeting. First,
Vodafone Idea would need to identify the device IDs of theirenterprise customers. They would need to then cross-pollinate
those device IDs with ones visible in international airports todistinguish frequent flyers. Finally, they would need to identify
which of those device IDs were visible in 10 target destination
countries.
By manually drawing the location polygons on physical sites like
corporate parks, InMobi Pulse was able to identify users without
asking a single question to understand and confirm usage.
In addition to identifying the enterprise customers through apolygon of corporate parks, InMobi cross pollinated two otherpolygons: international airports and airports of destination
countries. The advanced polygon targeting capabilities andin-app survey technology enabled precise targeting andcompetitive benchmarking.

Results●

Advanced location polygon capabilities ensured the complex targeting was executed with precision andthat the specific target audience was reached at scale.

●

Minimal spillage reduced research study costs to a quarter of the cost of traditional market research.

●Granular-level insights (down to a niche demographic and location level) highlighted reasons why users
were not adopting.

●Insights have helped create the touchpoint strategy for enterprise customers. They provided the basis forredesigning the customer contact plan, ultimately increasing satisfaction and reducing costs.

●The study on international roaming behavior will be used to re-define the international roaming productstrategy, product positioning, and messaging.

Bhavna Diwan

ASST. GENERAL MANAGER, MARKET INSIGHTS AND PLANNING“InMobi Pulse helped us overcome the challenge of targeting
enterprise customers in the digital world. This really helped us
scale our research capabilities in a cost effective and speedy
manner. The ease of conducting the studies was an added
bonus. The combination of research skills and technology
capabilities made InMobi a very valuable partner.”