AMX Argentina Generates Sales and Marketing Reports 10X Faster for More Informed Decisions and Business Agility
 
 

AMX Argentina Generates Sales and Marketing Reports 10X Faster for More Informed Decisions and Business Agility

AMX Argentina SA, also known as Claro Argentina, is the leading wireless communications company in Argentina, with more than 20 million customers, and the largest global system for mobile communications (GSM) and 3G cellular network. Its 3G technology network spans more than 550 cities in Argentina.

Claro Argentina is a wholly owned subsidiary of América Móvil, SAB de CV traded on multiple markets as BMV: AMX: AMX [NYSE: AMX]. [NASDAQ: AMOV] [LATIBEX: XAMXL] is a leading provider of telecommunications services in Latin America, with operations in 18 countries in the Americas. It operates under the Claro brand in Argentina, Brazil, Chile, Colombia, Costa Rica, the Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Nicaragua, Panama, Paraguay, Peru, Puerto Rico, and Uruguay.

 
 

 
 

Challenges

A word from AMX Argentina SA

  • “Using Oracle Exadata Database Machine, we process information and queries five to ten times faster—dramatically improving our customer segmentation capabilities. We can now develop more effective targeted sales and marketing campaigns, giving us a competitive edge.” – Gustavo Varisco, Systems Architect, AMX Argentina SA

  • Provide senior managers with timely information about telecommunications services sales and service plan changes by 9 a.m. daily to drive more agile and informed decisions
  • Optimize use of data infrastructure and information management to enable faster and more precise access to important sales and marketing information

Solutions

  • Replaced an HP server and storage environment with Oracle Exadata Database Machine to provide senior managers with timely information about telecommunications services sales and service plan changes by 9 a.m. daily to drive more informed decisions
  • Completed critical processes, such as client segmentation and daily revenue control, 5x to 10x faster—enabling more informed business and marketing decisions
  • Migrated Oracle Database to Exadata in three months, including historic information over a 14-year period, and reduced database size from 100 TB to 34 TB, optimizing IT investment, thanks to Exadata Hybrid Columnar Compression
  • Improved database searches for 600 warehouse users, including directors and managers, thanks to higher availability
  • Improved internal customers satisfaction, with 80% of internal clients indicating full satisfaction with IT in an internal survey
  • Used Oracle Diagnostics Pack to monitor the database, allowing the database administrator to resolve performance issues before they escalate to maintain uninterrupted data availability
  • Used Oracle Exadata’s Smart Scan feature to filter wireless customers’ information for critical queries, enabling the company to quickly respond to information requirements from other entities, such as the Department of Justice

Why Oracle

“We knew that Oracle Exadata Database Machine was very good, and we had no doubt that we were always going to choose it,” said Gustavo Varisco, systems architect, Claro Argentina. “We have had so much experience with Oracle that even though other providers approached us, we didn’t consider them as an option. Our bond with Oracle is so strong that we didn’t think it made sense to start again,” Varisco said.

“Oracle Exadata is not just powerful hardware. It has internal components—such as Smart Scan, which allows users to filter information when it is stored, and Smart Flash Cache—that change the philosophy of database use. Oracle Exadata demonstrates Oracle’s data intelligence,” Varisco said.

Implementation Process

Claro Argentina purchased Oracle Exadata Database Machine from Oracle Argentina, which conducted a device preconfiguration to meet Claro’s requirements. The company used an in-house developed tool and completed the migration from Oracle Database using staff resources. “We have a lot of awareness about Oracle and Exadata, which is why we made adjustments internally, using Oracle Tuning Pack,” Varisco said.

“We achieved our expectations, transferring 100 TB from the database in three months. Seven people worked on this migration project, including five architecture specialists and two business-logic experts,” Varisco said.