1. This document is offered compliments of
BSP Media Group. www.bspmediagroup.com
All rights reserved.

2. Successful strategies
for optimized
customer experience management
Robert Waaler
Head of Strategy and Solutions Marketing
Server Software and Services Division
Giesecke & Devrient

3. Africa, a growing mobile market…
128%
141
15%
Mobile penetration in South
Africa. There are more active
SIM cards than there are
people in the country.
Minutes spent daily using
mobile media in Kenya.
Year on year growth of African
connections.
Sources: Inmobi 2013, Wireless Intelligence Database
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 2

4. Mobility is
EVERYWHERE
We are all part of the
CONNECTED SOCIETY
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 3

5. Needs of the connected society
Today´s mobile and connected society needs solutions and
technologies to provide security anywhere, anytime for all devices.
SECURE
MOBILITY
SECURE
TRANSACTIONS
SECURE
IDENTITY
TRUST and SECURITY
CONNECTED SOCIETY
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 4
SECURE
CONNECTIVITY

6. ”The future is already here it´s just not evenly distributed.”
William Gibson
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 5

7. It is all about people not devices…
 738 million handsets year-end 2013 in Africa
but only about 52 million will be smartphones
686 million will not be smartphones
About 15% will be smart in 2015
Shipments will grow from ~18 in 2013 to 30%+ in 2017
 56+million Facebook users in Middle East and Africa –
33 million access via tablet or cellphone
 ~40% of population 15 and under
Sources: Samsung, IDC, Facebook, African Union Commission
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 6

8. SIM Based Interactive Mobile VAS
Use non-intrusive communication to open new revenue streams, enhance customer experience
and brand stickiness. Social marketing enables reaching customers beyond the subscriber
base.
100 %REACH
 Reach 100 % of your subscribers – regardless of
handsets
 Anywhere, anytime
COST EFFICIENT
SIM SERVICES
Work on all phones
Interactive
Immediate
Integrated
 Ads always displayed with non intrusive displays, e.g idles screen
 High response rate, better than with a simple SMS
INTERACTIVE DIALOGUE
 One click call to action for customers e.g on Call terminated
 Expand your brand exposure with social networking ads
CUSTOMER INTIMACY
 Build personalized and targeted messages
 Location based services and events campaigns for an efficient
qualification
TARGET
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
DIALOGUE
CONFIDENTIAL
All rights reserved
Page 7
CONVERT
RETURN

9. Follow the customer lifecycle
Walk-out-Working
 Sign up
 Opt-in
Obtain
Stay in-touch with
your customer
 Interactivity
 Proactivity
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
Update
Retain
CONFIDENTIAL
All rights reserved
Page 8
Always timely and fresh
 Increase services
 Renew those you
have

10. Leverage the SIM for efficient customer engagement
SIM based Mobile Marketing allows you to create interactive messages using a
multi-channel and multi-event strategy
INFORM
1
Alert
Inform
Promo
RECRUIT
IMPROVE
Permission
based
marketing
Opt-in
2
ACTION
USSD
SMS
CHANNEL
S
PRE-Personalized
Power On
Loyalty
Retention
Survey
Local or remote services
TRIGGERS
3
BROWSER
Idle Screen
Cell Broadcast (LBS)
Call disconnected
Not now /Never
Survey
Consistent dialogues
Opt-out
Menus
Multiple choice list
Sequences of ads
Automatic download of
new ads
Handset driven action
CALL TO
ACTION
IVR
Double confirmation
Interactive
User entered data
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 9

11. The mobile phone is our constant companion
and Mobile Ads resonate well
14% response rate to basic SMS ads
Dynmark
In South Africa,
~65% of the Millenials are
responsive to mobile ads
InMobi 2013
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 10

12. Interactive messages
Immediate Call to Action that
is non-intrusive
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 11

13. Use location with Call to Action to drive promotions
**SERVICES
Welcome!
Outlet Shopping’s
Deals for You mobile
coupon service has
great deals when you
visit.
Select OK to sign up
Thanks!
You are now signed
up for Deals for You.
Your coupons will be
sent by text message
when you vist Outlet
Shopping.
Enjoy!
USE CASE: CROSS SELL PROMOTIONS / LOCATION BASED CO-BRANDED
COUPONS
 Allow your customer to apply to a partner offer or service.
 Monetize your opt-in subscriber base
BENEFITS
 Generate new revenue linked to your subscriber´s base
 Enhance customer satisfaction by sending coupons only when they are the location
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 12

14. Create a customer dialogue that goes beyond text
**MNOX**
**MNOX**
Hello Mr Customer,
we have important
information about
your subscription.
Select OK now to
initiate a call to our
customer service
center
Calling 333
USE CASE: OPERATOR SERVICE PROMOTION
 One click to connect to the call center
 Opportunity to sell upgraded subscription or other new services
BENEFITS
 New revenue streams
 Increased customer satisfaction
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 13

15. Drive web traffic to partner´s websites
**MNO SERVICES
Looking for a new
ebook reader or
tablet?
Press OK to visit the
webshop.
USE CASE: PROMOTE A MOBILE WEBSITE
 Drive web traffic via a teaser linked to user´s interests and handset capabilities
 One click to transfer to website
BENEFITS
 Extend dialogue to web sites
 Leverage customer customer interest for greater response rates
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 14

16. Ask for permission - Customer Satisfaction
**MNOX**
**MNOX**
SERVICES
Currency Converter
Please confirm
download of the
Currency Converter
service.
Currency Converter
service is now
available on your
phone.
Select OK to complete
your download.
Look in the SIM Menu
under Travel Tools
Get control when
traveling of your
money.
Select OK to download
the service.
USE CASE: SERVICE PROMOTION
 Drive user to subscribe to new services / permission marketing
 Highlight critical services anytime, anywhere
BENEFITS
 Increase service usage, promote and download in one GO
 Build a trust relationship leading to increased revenue and traffic
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 15

17. Extend your brand
exposure
More than 6 Million South
Africans are on Facebook.
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 16

18. Social Marketing to extend your brand exposure
**SERVICES
Welcome to the
Waterfront!
Sign up for the What’s
on the Waterfront
newsletter and get
15% off dinner for 2.
Press OK to subscribe
Thanks! You are now
signed up for the
What’s on the
Waterfront newsletter.
Your unique dinner for
2 coupon will be sent
by text.
Would you like share
this offer on Twitter?
Tweeting…
USE CASE: LEVERAGE SOCIAL NETWORKS
 Allow your customer to apply to a partner offer or service.
 Extend brand exposure using social networks
BENEFITS
 Cost effective viral campaigns, reach beyond your subscriber base
 Create a dialog with your subscriber and increase their brand awareness
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 17

19. Promote service loyalty: Feature and Smartphone
**SERVICES**
Welcome to Outlet
Shopping. Subscribe
to our Deals for You
newsletter and get
special offers just for
you!
Select OK to subscribe
Congratulations!
You are now
subscribed to the
Deals for You
newsletter.
Select how you wish to
receive your offers:
Text Message
QR Code
#3ABC870
Here is your Outlet
Shopping coupon for
Christmas Toy
shopping!
Quote #3ABC870 and
get 20% off a Toy
purchase until Dec 24.
(Each code may only
be used once and not
in combination with
other offers.)
Scan this code at the cashier to
get 20% off a Toy purchase until
December 24.
(Each code may only be used once
and not in combination with other
offers.)
USE CASE: OFFER TERMINAL DEPENDENT RESULTS
 Offer to all subscribers regardless of terminal
 Prepare services for growing smartphone population
BENEFITS
 Allow a campaign to reach all subscribers
 Keep the cool factor for a service when subscribers change handset
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 18

20. Get to KNOW your users…
Offer them the right service
at the right time
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 19

21. Big Data explosion:
Metadata for profiling and targetting
 2.5 quintillion bytes per day increasing by 100% per year1
 Improve demographic info for 3rd parties
 Product analytics (i.e. Event data recorders)
 Crowdsourcing – information to public authorities and private sector
 Unique added value of the MNO
 Only the MNO truly knows if the subscriber is turned on
 MNOs way of being the Smart Pipe
1http://www-01.ibm.com/software/data/bigdata/
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 20

22. Qualify customer
Measure satisfaction
Engage in DIALOGUE
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 21

23. Online survey to enhance brand satisfaction
SERVICES
SURVEY QUESTION 1
SURVEY QUESTION 2
SURVEY QUESTION 3
Thank you for your call
to customer care.
Tell us about your call
experience by answering
these 3 short questions.
Select OK to continue or
Cancel to not respond.
I am satified with the
answer I received from
customer care.
The agent that helped
me was courteous and
polite.
Let us know what we
can do better.
YES
YES
NO
NO
Tell us what we can do
to improve and help you
better.
(max 1000 characters)
USE CASE: LOYALTY PROGRAM- SUBSCRIBER SURVEY
 Short survey to improve quality of service and keep the dialogue open
 Use open or closed questions
BENEFITS
 Maintain a close relationship with customer and improve satisfaction
 Improve ROI in the long term
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 22

24. Giesecke & Devrient: Your Trusted Partner
+1 billion Devices
350+ operators
served worldwide
40+ years
experience
managed globally
> 10 %of the world
market of devices
Subscription
Management
Pioneer
first proven
commercial launch
in chip card technology
1st commercial SIM card
1st SIM management system
1st commercial SIM OTA
system
1st integrated SIM and Device
Management system
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 23
500+ million Roaming
subscribers steered with
SmartRoam
~ 2 billion SIM
cards managed in
over 80 countries

25. A Comprehensive Offering for MNOs
Mobile Marketing
Roaming
Device
Configuration
Contactless
Payments
MOBILITY
Device Intelligence
IDENTITY
DIVERSIFY
Your activity and grasp new
opportunities
Value Added
Services
Mobile Couponing
Identity and Access
Mgmt
Enterprise
Authentication
Secure End Point
M2M
OPTIMIZE
Subscription Mgmt
All IP Connectivity
SIM Mgmt
On Demand
Activation
Device Lifecycle
Mgmt
M2M
Close Loop
Payment Systems
TSM Services
Mobile Financial
Services
Your networks and bring
efficiency
CONNECTIVITY
TRANSACTIONS
EXCEL
In offering better service and
customer experience
Pin Distribution
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
Mobile
Wallet
CONFIDENTIAL
All rights reserved
Page 24

26. Questions?
Please visit us at
booth F20 Hall 4.
Thank you for your attention