Business Overview

Advance Info Service Plc. (AIS) is the leading wireless telecommunications network operator and the premier provider of mobile services in Thailand with a customer base of more than 16 million subscribers.

Advance Info Service Plc. (AIS) is the leading wireless telecommunications network operator and the premier provider of mobile services in Thailand with a customer base of more than 16 million subscribers. Its group of websites (www.ais.co.th, www.gsmadvance.com, www.one-2-call.com, www.mobilelife.co.th, www.gsm1800.net, www.mfa.co.th) offers a wide array of useful information and self-service features, such as call centers and online billing. It also provides interactive tools like bulletin boards and chat rooms for subscribers and web visitors whether they are in the country or roaming abroad. These websites are designed not merely to build online relationships with existing and prospective customers, but also to enhance corporate brand image and reinforce AIS’ goal of developing an online community.

The Challenge

AIS deployed several interactive tools combined with viral marketing and offline tie-in campaigns that were successful in driving traffic toward the site, as well as creating involvement and dialogue among online customers within a community. However, the higher traffic combined with a large volume of content has given rise to AIS’ need for a more advanced web analytics tool to optimize its web content and gain in-depth insights of its customers’ and prospects’ behaviors and preferences.

AIS deployed several interactive tools combined with viral marketing and offline tie-in campaigns that were successful in driving traffic toward the site, as well as creating involvement and dialogue among online customers within a community. However, the higher traffic combined with a large volume of content has given rise to AIS’ need for a more advanced web analytics tool to optimize its web content and gain in-depth insights of its customers’ and prospects’ behaviors and preferences.

Inetasia Solution

To cope with its emerging business demands, Inetasia recommended that AIS upgrade its Webtrends service to the latest version, 7.5, with enhanced functionalities that enable the company to effectively resolve its business issues.

As a powerful web analytics tool, Webtrends 7.5 possesses advanced but user-friendly features that allow AIS’ management team to identify which websites or content groups are in the highest demand. This enables the prioritization of service and/or content to drive visitors further into the site, and focus marketing efforts on the most desirable results.

In addition, user behaviors can be drilled down to specific details, providing a significant source of information to improve website effectiveness, business decisions, overall operations, as well as revenue-generating initiatives.

Results

‘Webtrends’ comprehensive marketing reports and analysis enable AIS to effectively modify its web content. E-marketing strategies and offline tie-in marketing initiatives can be adjusted to meet site visitors’ dynamic demands, thus optimizing customer satisfaction. AIS is now capable of analyzing visitors’ behavior and maximizing the effectiveness of its online self-service, resulting in lowered offline customer support costs.

AIS is not only able to track traffic, but also capable of pinpointing detailed information (e.g. handset versions/models and browser compatibility) to fully address the web-on-mobile service. The information allows the AIS management team to effectively devise a well-rounded strategic roadmap that ensures the service’s popularity and success.

With Webtrends 7.5, AIS now enjoys customizable reports that make its business planning and decision-making easier and faster with more accuracy. The ability to segment audiences provides a better understanding for AIS to effectively gain new customers, retain existing ones, and reinforce customer loyalty.

In addition, the AIS management team can now gauge the effectiveness of its web content and evaluate its products, services, and marketing efforts to see whether they are in line with target customers’ demands and preferences. Thus, the team is able to improve customer satisfaction through the provision of relevant products and services – including improved online customer self-service. All of these insights serve as a strong ground, not only for the improvement of current business, but also for business expansion to cover e-commerce or other web-marketing initiatives in the near future.