Pak Telecom Mobile Saves More Than US$2 Million While Improving the Customer Experience and Its Competitive Edge
 
 

Pak Telecom Mobile Saves More Than US$2 Million While Improving the Customer Experience and Its Competitive Edge

Pak Telecom Mobile Limited (Ufone) is one of Pakistan’s leading telecommunications providers, with a 20% market share and more than 24 million subscribers. It has 4,000 employees, 400 franchises, 24 service centers across Pakistan and is represented in 150,000 retail outlets. Ufone is part of the Etisalat Group, a major telecommunications company, serving in the Middle East, Asia, and Africa. Its annual revenue is US$8 billion, and it has more than 140 million subscribers.

Ufone operates in a highly competitive market where competitors’ offerings are very similar due to the available 2G technology and network capabilities. To differentiate its services, Ufone focuses on delivering an enhanced customer experience.

Legacy servers lacked capacity to handle a high-volume increase in Ufone’s data. This caused frequent system outages, data lags, synching issues, and billing gaps, affecting services provided to customers. Difficulties in identifying and resolving issues caused by complex database operations also contributed to a 25% increase in resolution time, while the data footprint and staff costs continued to grow.

By implementing Oracle Exadata Database Machine X2-2 Quarter Rack and Exadata Database Machine X3-2 Quarter Rack, Ufone eliminated network and server outages, solved data replication issues and improved data reliability. It also saved more than US$2 million in capital expenditures, lowered licensing costs 4x, and reduced the data storage footprint by 4x. The company now easily manages around 2 million daily transactions and has slashed customer database and infrastructure complaints by 80%.

 
Saves US$2 Million in Capital Expenditure, Cuts Power and Administration Costs by 4x

A word from Pak Telecom Mobile Limited (Ufone)

  • "Oracle is by far the leading database platform player in the Asia-Pacific region. We consolidated 20 servers onto two Oracle Exadata machines and, as a result, improved online transaction processing speed by 4x, reduced customer complaints by 80%, and saved more than US$2 million in capital expenditure.”– Faisal Khaliq, CIO, Ufone

Through server consolidation onto Oracle Exadata, Ufone accelerated online transactions by 4x, with Oracle Exadata Smart Scan running concurrent customer queries, such as mobile billings and usage, improving scalability and reliability by 4x. Ufone condensed its data footprint by 4x, consolidating disparate legacy systems, such as the customer relationship management (CRM), call-center database and the security-solution database, reducing licensing costs by 4x.

“Ufone saved more than US$2 million in capital expenditure by consolidating 20 servers onto the Oracle Exadata platform,” said Faisal Khaliq, CIO, Ufone. “We’ve also reduced power and administration costs by 4x, consuming less energy due to reduced hardware, and we’ve eliminated additional staffing costs for managing outages and infrastructure issues. In addition, we’ve removed the need for ongoing administration to manage server operations.

“We gained an immediate return on investment through reduced licensing, staff, and computing costs and improved operational performance across the business. The speed of handling user requests and core database transaction performance improved by 18x. We have a 29x faster throughput, and we’re using 33% less overhead on active sessions, such as running queries.”

 
Consolidates Data to Eliminate System Outages and Saves 25% in Staff Time

 
Solves Data Lag and Data Synch Issues, Slashes Customer Complaints by 80%

 
Improves Revenue by Eliminating Billing Gaps

 
 

 
 

Challenges

  • Consolidate data from 20 servers onto high-performing machines to improve data processing performance and reliability
  • Improve the customer experience by minimizing server outages and differentiating services in the competitive telecommunications industry
  • Reduce total cost of ownership through server consolidation
  • Implement a high-performing pre-engineered solution that minimizes complexity, installation, and testing times
  • Refocus staff efforts from solving infrastructure issues to identifying improvement areas

Solutions

Oracle Product and Services

  • Saved more than US$2 million in capital expenditure and reduced licensing costs by 4x by consolidating 20 servers onto two Oracle Exadata machines
  • Achieved immediate return on investment by reducing licensing, staff, and computing costs
  • Improved the speed and performance of online transaction processing (OLTP) by 4x, using Oracle Exadata’s Smart Scan to run concurrent customer queries, such as for mobile billings or usage, providing faster response times
  • Lowered power consumption by 4x by consuming less energy through server consolidation
  • Accelerated resolution of user service requests and increased core database transactional performance by 18x and throughput by 29x, while reducing overhead for active sessions, such as running queries, by 33% through server consolidation and streamlined operational performance
  • Cut administration costs by 4x by eliminating the need for additional staff to manage outages and infrastructure issues for server operations 
  • Reduced data footprint and data costs by 4x by consolidating data onto an efficient, high-performing server
  • Slashed mobile-phone-customer complaints by 80% by eliminating data lags and data synching issues through real-time data replication, avoiding 15-minute delays
  • Increased staff productivity by 25% by enabling employees to spend more time focusing on business improvements rather than on resolving telecommunications infrastructure issues
  • Improved sales revenue by eliminating fee-charging gaps for prepaid plans and enhancing the customer experience
  • Reduced operational complexity by implementing an engineered, prepackaged, OLTP database solution for the telecommunications company

Why Oracle

Ufone uses Oracle for its database platform and is a strong supporter of the engineered, out-of-the-box solution. Implementing a high-performing, pre-engineered solution removed the complexity of installing a trial-and-error-prone platform.

“Out-of-the -box is the selling point for Oracle Exadata,” said Khaliq. “It is the one engineered system that performs as expected and as promised without the complexity of its competitors,” said Khaliq.

“Oracle is by far the leading database-platform player in the Asia Pacific region, and skilled Oracle professionals are readily available. When it comes to a database platform on the OLTP side, we are almost a 100% Oracle shop.”

Implementation Process

Ufone’s implementation focused on performance improvements by redeploying applications to Oracle Exadata from end-of-life, SUN V890 hardware and current HP servers and SAN environments.

In March 2012, Ufone deployed the first Oracle Exadata Database Machine X2-2 HP Quarter Rack and included applications, such as its CRM, call-center database; campaign management solutions database; and security solutions database onto Oracle Exadata.

In February 2013, Ufone deployed the second Oracle Exadata Database Machine X3-2 Quarter Rack and used it to consolidate remaining applications and move the bulk-charge applications, mobile-number-portability database, scratch-card database, and franchise-commissioning database to the new platform.

The company completed the implementations for both database machines within a scheduled two week period.