BLS expands African footprint on the back of major win with CELL C

Europe Uncategorized

In October, following a major win with Cell C, Business Logic Systems opened an office in South Africa to offer even better customer service and support to a rapidly growing client base in the region.

As the continent experiences a ‘game-changing shift’ in the digital telecommunications market, traditional Operators are having to ‘Adapt or [they will] Lose Out’*; in this climate of innovation through automation, Business Logic Systems (BLS) is thriving on helping clients like Cell C on their journeys from manual processes to campaign automation and then further on to precision, data driven marketing.

*Informa Telecoms & Media Com World Series, AfricaCom, October 2012

Tim Yates, CEO at BLS explains why SIM Saturation and Market Maturation are key drivers for Communications Service Providers (CSPs) to transition from acquisition lead growth to data led subscriber value management:

“Increasingly, operators are having to find cost-effective ways to transform their business models around Customer Value Management. So we’re very excited to be helping our growing list of African customers to transition from campaign automation, to precision data driven marketing that will incrementally improve ARPUs** whilst avoiding the pitfall of draining value from their subscriber base. InTelestage enables CSPs to monetise their data, generate actionable subscriber insight, and automate closed-loop campaigns and loyalty schemes that support their wider Customer Value and Customer Experience management agendas – so its clear to see why operators like Cell C are choosing to work with BLS to create long-term competitive advantage in their markets.”

**Average Revenue Per User

Attracted by the impressive levels of automation and precision that InTelestage™ would deliver – from profiling and segmentation, through personalised messaging, to reward fulfilment and Loyalty Points programme management – Cell C decided to replace their campaign-messaging tool from Chordiant with a sophisticated end-to-end solution from BLS. A commercial imperative for South Africa’s third cellular operator, the InTelestage Campaign & Loyalty Management solution is being implemented to make sense of an ever-increasing volume of subscriber data, and to automate Cell C’s direct marketing campaigns and associated business processes.

In line with Cell C’s goal to increase its share of the market, InTelestage™ enables Cell C’s Direct Marketing team to effectively manage the lifecycle of new customers from day one by automating campaigns that build relationships with subscribers and keep them loyal to the network. Working to tight timescales, BLS’ dedicated on site project team liaised effectively with Cell C’s staff to deploy the solution nimbly and innovatively within Cell C’s technical environment.

Richard Lewis, BLS’ Chief Sales Officer for EMEA and LatAm explains BLS’ dedication to ensuring that customers are up and running quickly, and supported on their journey from campaign automation to precision marketing:

‘We’ve been working increasingly closely with many of the major telcos in Africa, helping them to automate effective campaigns using our InTelestage solutions. We pride ourselves on having developed a wealth of expertise that accelerates their transition from an initial campaign automation phase to the execution of more forensic, data driven marketing that focuses on generating incremental value across their subscriber base. To do this successfully – we like to work closely with our clients’ in-house marketing teams. So it makes perfect sense for us to have a base in Africa, and we’re delighted to have opened this new office.’

As a measure of commitment to the continent, BLS has opened an office situated in Sandton, Johannesburg, from which they will provide first line support and local customer account management.

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Cell C ( is a leading mobile provider in South Africa, which offers a wide range of products and services, including voice, data and messaging services to more than 10 million customers. The company recently launched its 99c flat rate for both postpaid and prepaid customers, as well as for International calls to 50 destinations. Cell C’s unrivalled 99c per minute rate applies to any network, at any time of the day and is billed per second from the very first second. Cell C’s market-leading products and services are supported by its highly advanced 2G, 3G, HSPA+ LTE-ready IP network that will cover 98% of South Africa by the end of 2012.

Since 1998, Business Logic Systems ( has been at the forefront of communications technology, delivering intelligent Data Management Technologies, Campaign & Loyalty Management Solutions, and Marketing Consultancy. The company’s world-class team of communications technology specialists has developed the most technically adept Campaign & Loyalty Management solutions on the market. Specifically designed to give Communications Service Providers a marketing edge, InTelestage™ enables marketers to build highly profitable relationships with customers by unlocking the value of real-time behavioural data across one or more converged communications services.

Fast to deploy, InTelestage™ ( consolidates millions of customer data records in real-time (and near real- time), enabling marketers to deliver contextual offers, automate two-way campaigns, and automate reward provisioning. Business Logic Systems’ ongoing research and development coupled with extensive experience in the industry guarantees scalable solutions that work alongside customers’ IT infrastructure to increase the value of their existing IT investments. Using InTelestage™, CSPs can deliver on the promise of the converged offering, whilst driving down the total cost of marketing.