Challenge
Mobile operators face a growing challenge: while traffic volumes rise, especially on data services, despite the expansion of VoLTE and 5G roaming offering some relief, revenue per roamer continues to decline. The widespread adoption of Roam Like at Home (RLAH) or other formats of travel passes across regions is driving down global average retail roaming revenues. To counter this trend, operators increasingly look beyond traditional models, shifting focus to the enterprise market as a strategic path to sustainable growth.
Our customer introduced an innovative travel offering by partnering with an insurance company to offer subscribers travel protection against illness and accidents while abroad. The success of this initiative relied on close collaboration across companies and departments, aligning multiple requirements to deliver a seamless experience.
Solution
TOMIA’s Travel Revenue Accelerator service, powered by Sparx, acts as a campaign orchestrator, enabling two-way interactions with subscribers and seamless integration with multiple systems to support travel insurance campaigns.
Before triggering a campaign, the service performs several checks to ensure relevance and compliance. It analyzes real-time roaming signaling registration data to detect meaningful mobility events, specifically the start and end of travel.
Subscriber segmentation plays a key role in campaign targeting, creating multiple business opportunities. For instance, due to billing requirements, only postpaid subscribers are eligible for travel insurance offers. Communication policies like opt-out preferences are also respected as part of the campaign logic.
The service streamlines system integration by connecting with various systems to retrieve subscriber profiles, which are part of the campaign workflow. Dynamic, personalized messages are configured to support interactive engagement until the subscriber activates the travel insurance service.
Once activated, the enterprise system is notified, and the campaign continues to monitor travel status. When the subscriber returns home, the service automatically triggers a deactivation notification, ensuring the insurance coverage ends appropriately.
Result
As part of the trial period, the service reported a conversion rate of 3% for all the campaigns delivered.
By leveraging Sparx’s existing core network integrations and real-time monitoring of international roaming, Travel Revenue Accelerator significantly reduced time to market for launching travel insurance campaigns.
It streamlined the integration process across multiple systems and environments, acting as a central hub for campaign configuration. With this unified approach, it was easier to implement and maintain customer’s business requirements and policies.
Beyond traditional roaming use cases, Travel Revenue Accelerator enables new ways to engage subscribers and generate new wholesale and retail revenues. From promoting travel experiences and local services to powering geo-based security alerts and business intelligence, it creates a flexible platform for innovation and growth.
