Ufone Protects Revenue, Supports Fast Decision-Making with Hourly, Rather Than Daily, CRM Data Updates

Ufone Protects Revenue, Supports Fast Decision-Making with Hourly, Rather Than Daily, CRM Data Updates

  • Oracle Customer:  Ufone
    Location:  Islamabad, Pakistan
    Industry:  Communications
    Employees:  4,000

Established in 2001, Ufone is a mobile telecommunications service provider with 22 million subscribers across Pakistan. The company operates 10,000 cell sites, 400 network franchises (including 30 company-owned customer service centers), and 150,000 distribution outlets. It also offers international, cell-phone roaming services through 300 operators in 160 countries. Ufone is the trade name for Pakistan Telecommunication Mobile Limited (PTML), which was privatized and became part of the Emirates Telecommunication Corporation Group (Etisalat) in 2006.

Ufone needed to provide its business managers with faster access to the most current customer and sales data to help make better business decisions and protect revenue. The organization deployed Oracle GoldenGate to replicate data from an in-house customer relationship management (CRM) system to its data warehouse, providing business managers with access to data that is updated every hour, rather than once a day.

It also rolled out Oracle Data Integrator to eliminate the need to use many applications to extract, transform, and load data into its data warehouse.




A word from Ufone

  • “Oracle GoldenGate and Oracle Data Integrator help us integrate information from various systems and provide up-to-date and real-time CRM data updates hourly, rather than daily. The applications have simplified data warehouse operations and allowed business users to make faster and better informed decisions to protect revenue in the fast-moving Pakistani telecommunications market.” – Atif Aslam, Head of Management Information Systems, Ufone

  • Deploy a single system to more efficiently replicate data from an in-house CRM system—such as customers’ cell phone plans and bills—into a data warehouse to give users access to up-to-date information
  • Provide business managers with the latest and most accurate customer and sales information from each franchise and outlet in Pakistan that is updated every hour
  • Enable IT staff to more efficiently design and maintain data extraction and transformation processes for loading data from heterogeneous source systems
  • Obtain detailed metadata capabilities and ensure high availability when loading data from network switches and CRM systems to the data warehouse


Oracle Product and Services

  • Enabled managers to make faster business decisions by providing updated CRM data hourly, rather than daily
  • Allowed operations staff to upload reports in approximately three minutes that show if CRM data in the data warehouse is compliant, rather than taking up to two hours to check data logs
  • Ensured the operations team met its strict service-level agreement to provide accurate and real-time CRM data to business managers in one hour
  • Identified underperforming franchises and outlets by easily viewing the number of cell phone service activations from various sales promotions across the network
  • Improved support for franchisees by increasing visibility into issues, such as low uptake of cell phone promotions, so business managers can take corrective action to protect revenue
  • Eliminated the risk that managers would not have access to customer and sales data if the CRM system failed by enabling access to replicated data from the data warehouse
  • Improved the efficiency of extracting, transforming, and loading data—including centralized metadata—from the CRM system, network switches, and heterogeneous systems into the data warehouse, eliminating the need to deploy multiple, complex tools
  • Reduced overall development time by standardizing development practices, minimizing the complexity of integrating heterogeneous source systems, and conducting data quality check

Why Oracle

Ufone felt Oracle GoldenGate and Oracle Data Integrator were the most comprehensive and simplest tools to help the organization achieve its goals.

“Oracle GoldenGate’s real-time data replication ensures data in business intelligence reports is up to date, helping business users make informed decisions,” said Atif Aslam, head of management information systems, Ufone. “Oracle Data Integrator makes data integration simpler, as our operations team only needs one interface to access data from a variety of operational platforms, rather than using multiple, complex technologies. It has definitely removed a lot of complexity from our data warehouse-related operations, making life easier.”

Implementation Process

Initially, Ufone’s IT team completed a proof-of-concept to ensure Oracle GoldenGate and Oracle Data Integrator would meet Ufone’s requirements. The IT team then configured and deployed the solutions across the organization.

Oracle Data Integrator went live in May 2010 and Oracle GoldenGate in August 2011.