MobiLytix™ Suite

Mobilytix Suite:Big Data Analytics Telecom


Mahindra Comviva’s MobiLytix™ product suite offers operators real-time actionable insights into the customer’s journey.


It is imperative for operators to increase the relevancy and timeliness of their offers. Hence, an effective engagement strategy spanning the entire customer lifecycle from acquisition to retention to re-activation is required. This is aimed at achieving quicker returns on investment along with enhanced revenue.

By aggregating subscriber usage data from multiple sources, Mahindra Comviva’s MobiLytix™ Suite, a big data analytics-driven marketing platform, equips operators with tools to identify a wide range of service usage patterns and develop strategies to maximize customer lifetime value. The information can be leveraged to proactively target customers with highly relevant promotions.

The MobiLytix™ Suite also aids marketers in making quick and relevant decisions, providing a consolidated view of revenue trends, targets and deliverables, product performance, new product strategies, and various other attributes that contribute to revenue generation.


Real-time actionable insights

Minimum growth of 5 per cent

An over 15 per cent response rate

An over 75 per cent incremental gain in reach rate

Two-fold take rate for iEOCN base

Seamless integration with third party systems


MobiLytix™ Suite integrates relevant data streams in real-time from multiple sources including transactional records, POS and VAS service usage records to create a single view of the customer. Deep insights into end customer behavior facilitate effective decision-making from strategic planning to client engagement. MobiLytix™ Suite accept inputs from multiple databases, flat files, open input streams, and other information sources. It can rapidly process large volumes of data for millions of customers within a fraction of seconds. In a single largest deployment for a South Asian MNO with 100 million users,MobiLytix™ Suite continually tracks complex trends, processing 500 million events within 4 milliseconds.


To truly understand customers marketers need to exploit anticipate customer behavior and not just rely on historic or current behavioral trends. Built-in predictive intelligence allows marketers to analyze customer behavior to predict attrition probability as well as next-most-likely purchase and propensity to buy. Armed with this information marketers can optimally target and influence customers with relevant campaigns.


Using a combination of parameters – , transactional value, volume and velocity, service category spend, channel preferences location, device type and demographic insights, MNOs can generate a 360-degree profile of the customers. Marketers can also score customers on multiple attributes –lifetime value, churn propensity, affinity score as well as zero in on interest graph to build a one to one relationship by delivering relevant campaigns that create differentiation and compelling experiences.


Marketers can leverage insight to orchestrate inbound and outbound marketing campaigns uniquely tailored to the customer’s context, needs, preferences, and behaviors, through the most effective channel, at the most appropriate time.


Marketers can configure a range of promotional products and can automatically action the most optimal offer over the customer’s preferred interaction channel Basis business objectives–marketers can monitor evolving real-time patterns and behaviors that can be exploited to improve consumer engagement.


GUI based campaign creation and management tools enable marketers to manage the end to end campaign logic from campaign development , assignment of offers and channels at a per customer or segment level to campaign delivery . Automated workflows allow marketers to complete the entire process within 30 seconds enabling them to reach customers at the right moment of opportunity.


Marketers can use uplift modeling to optimize targeting to maximize the returns from direct marketing. It achieves this by predicting, at an individual level, the change in behavior likely to result from a particular marketing intervention.

Uplift Modelling
Response modelling


MNOs can optimize campaigns to improve acceptance rates. With champion/challenger testing, marketers can continually send a test promotion (the “challenger”) to a subset of recipients that are part of a triggered campaign. If the challenger outperforms the reigning promotion, the marketer would be notified and can take action. Marketers can create a batch A/B test in three easy steps – choose the type of test (subject line, sender name and address, time/date), pick the winning criteria (opens, clicks, or custom conversions) and schedule.


Marketers need to measure the efficacy of promotional programs to ensure better results and increase the accountability of marketing investments. Extensive easy to use standard and custom dashboards enable marketers to monitor and evaluate campaign performance across segments, products, channels against critical KPIs, With this visibility marketers can, optimize promotion, pricing and product strategies and improve overall marketing execution, planning and effectiveness Marketers can also evaluate each marketing initiative and compare it with others in the marketing mix. Marketing mix optimization and scenario planning can be used to optimize and model future marketing plans at a global level, and can also be used to improve the performance of future initiatives in the area.



Year on year, every year, Mahindra Comviva has been recognized for excellence and innovation by some of the top agencies in the business; a feat that stands as a testament to our domain knowledge, business approach and technological excellence.

  • Over 15 years of industry expertise
  • Deep experience of delivering solutions to 110 MNOs in 90 countries
  • Flexible business rules and models
  • Expertise in business analytics and processes
  • Brings essential tools, people and processes to the table to support the implementation and day to- day management of operations
  • Deep understanding of the telecoms environment and customer behaviour
Mahindra Comviva serving 90 countries across the world
  • 2016
    • TMCnet Tech Culture Awards 2016
    • Smart Card & Payments Awards 2016
    • GTB Innovation Awards 2016
    • Kalahari Awards 2016
  • 2015
    • Aegis Graham Bell Awards 2015
    • Award 2015
    • Kalahari Awards 2015
    • Future Digital Awards 2015
    • M2Payments Latam Awards 2015
  • 2014
    • Meffys Awards 2014
    • Aegis Graham Bell Awards 2014
    • Frost & Sullivan 12th Annual 2014 India ICT Awards”
    • Global Telecoms Business Innovation Awards 2014
  • 2013
    • Meffys 2013 Awards
    • AfricaCom Awards 2013
    • Aegis Graham Bell Award 2013”
    • Global Telecoms Business Innovation Awards 2013
    • GSMA Global Mobile Awards 2013
  • 2012
    • Zimbabwe ICT Achievers Awards 2012
    • Golden Peacock Award 2012
    • Aegis Gram Bell Awards 2012”
    • World Communication Awards 2012
    • HR Leadership Award 2012
    • Asia Communications Awards 2012
  • 2011
    • Golden Peacock Award for Innovation 2011
    • Distinguished Fellow Award 2011
    • mBillionth Award South Asia 2011”
    • Aegis Gram Bell Awards 2011
    • Asia Communication Awards 2011
    • 5th CMAI National Telecom Awards 2011
    • Total Telecom’s World Vendor Awards 2011
    • Golden Peacock Innovation Award 2011
  • 2010
    • AfricaCOM Awards 2010
    • Frost & Sullivan Awards 2010
    • mBillionth South Asia Awards 2010”
    • Mobile Messaging Congress 2010
    • INFOCOM CMAI National Telecom Award 2010
    • Total Telecom’s World Vendor Awards 2010
    • GSMA Global Mobile Awards 2010
    • Golden Peacock Award for Innovation 2010
  • 2009
    • Deloitte Technology Asia Fast 500 2009
    • AfricaCOM Awards 2009
    • Golden Peacock Award for Innovation 2009”
    • Golden Peacock Award for Innovation 2009
    • GSMA’s Mobile Money for the Unbanked Initiative
    • GSMA Global Mobile Awards 2009
  • 2008
    • Golden Peacock Award for Innovation 2008
    • GSMA Mobile Asia Congress Awards 2008
    • AfricaCOM Awards 2008”
    • Deloitte Technology 2008