1. Steams implementation with oracle e-business suite and discoverer
Bharti airtel
Steams implementation with
oracle e-business suite and discoverer

2. Company Profile- Bharti Airtel Ltd.
 Headquartered in New Delhi, India
Leading integrated telecommunications company with operations in 20 countries across Asia and Africa
Ranks amongst the top 5 mobile service providers globally in terms of subscribers(>269 MN. customers at the end of March 2013)
Business divisions-Mobile services, Telemedia Services, Enterprise service

3. IT at Bharti airtel IBM handles IT for Bharti Airtel
CRM module of Oracle E-business suite
Oracle Discoverer used for retrieving reports from CRM
RAC(real app cluster) database-takes 8-9 hours to refresh
Latest data received by business is always one day behind
Difficult to complete the materialized view refresh within time
during the end of the month

4. Requirements Reduce overhead on the production system
Provide online reporting as needed
Improve refresh time

5. Solution IBM engaged Oracle Advanced Consulting Services(ACS)
Created a dedicated reporting database for Discoverer using Oracle Steams downstream

6. Oracle Streams Replication
Replication is the process of sharing database objects and data at multiple databases.
In a Streams replication environment, the database where a change originates is called the source database, and a database where a change is shared is called a destination database.
Steams Information Flow:

7. Capture: A capture process or an application creates one or more logical change records (LCRs) and enqueues them into a queue
Staging: Propagates the staged LCR to another queue, which usually resides in a database that is separate from the database where the LCR was captured
Consumption:  Performs customized processing of the LCR and then applies the LCR to the shared database object.

8. Local vs. Downstream capture
Capture and Propagation processes runs on Source DB(Production)
Apply Process runs on the target DB (Reporting DB)
Downstream:
Both capture and apply processes occurs at target DB, propagation can be avoided
Shifts majority of the overhead onto the reporting DB

9. Considerations Processes:
Number of capture and apply processes has to be determined
Around 75 tables were to be replicated
15 tables had transaction size of 5-10 GB
Supplemental Logging:
Needed to be carried out on Production DB

10. Considerations Monitoring: Allow time to monitor the new environment
Tune the capture and apply processes as needed

11. Conclusion Reduced overhead on the production system
Improved reporting responses

12. Customer relationship magic

13. Background Airtel grew in 23 circles
Users who travels across different circles
Problems in maintaining a central databse
Different systems across circles
Lack of service
First call to the resolution of the query- not so pleasant experience for Customer

14. Solution Centralised and Integrated solution were the two main pillars
Person from Manipur, holidaying in Kashmir should be able to make the payment
Create a system that keep records of
Customer’s portfolio, profile, payment history etc.

15. Solution : The CRM Operational Everyday customer transactions
Sums them up efficiently
Analytics
Data warehouse
Customer information
Used for cross sell

16. Solution : The CRM BI applied to the data
When customer contacts multiple touch points, he was given a up-sell or cross-sell bid
TRAI regulations and Airtel’s privacy policy
Now more focused and accurate
I sent a message cost 1 rupees , I got a response that for Rs 7 you can get 65 message in balance deduction message

17. Solution : The CRM
Different genres of consumers, Bz Users and Retail User
First time resolution
Second need are escalated through CRM
Interactive IVRs, Speech recognition, local language identification
Simplified bill formats, Payment collection centres, Network deployments, activation process

18. CRM : Counting benefits
Fewer calls
Reduction in churn
Increased productivity
Revenues from value added services

19. CRM : Challenges Make user accept the new system
A ground work always helps
Keep a simple vision
Make mitigation plans for the resistance that might come from various LoB

20. CRM : Challenges
Keep an eye on Scalability, Business growth and market environment
Reengineering should come from Users not from IT people
Find a sponsor!
Way to go!
Customer age group, Interests, economic strata,

21. Nine Neat Spells for CRM Success
Define your Vision
Spell Measurable Business goals
Get support from management
Stop at nothing to get end-user buy-in
Involve end users in CRM design

22. Nine Neat Spells for CRM Success
Talk in their Tongue
Train and Communicate
Take a phased approach
Measure Results

23. Thank You!