Authors: Arpan Kumar Kar; Priyal Singh
Addresses: Information Systems Area, XLRI School of Business and Human Resources, CH Area (East), Jamshedpur 831001, Jharkhand, India. ' Operations Management Area, XLRI School of Business and Human Resources, CH Area (East), Jamshedpur 831001, Jharkhand, India
Abstract: Mobile value added services has emerged as one of the significant revenue generators for the mobile telecommunication industry. With the large array of service offerings, telecom providers engage in active advertising of service bundles to attract new as well as retain the existing customers. Focused advertising by personalising the service bundles based on individual customer preferences is a key success factor of such campaigns. This paper proposes the application of a neural network-based decision support model for pattern association using which mixed bundles of such services may be identified, as per customer preferences, so as to induce higher conversion in cross-sales and up-sales. Consumer service preferences can be combined with some standard packages of VAS bundles to personalise the service bundles and these service bundles would be generated dynamically. Identifying and promoting such services identified through pattern association rules will have a direct impact on the overall profitability of the service provider.
Keywords: bundling mobile services; pattern association; neural networks; mobile commerce; m-commerce; m-services; mobile services marketing; decision support systems; DSS; value added services; mobile communications; profitability.
International Journal of Applied Decision Sciences, 2012 Vol.5 No.1, pp.47 - 63
Available online: 16 Jan 2012 *Full-text access for editors Access for subscribers Purchase this article Comment on this article