Facing after privatization impacts and increasing enterprise competitiveness, Chunghwa Telecom built MicroStrategy cross-business integration marketing analysis platform to assist Chunghwa Telecom's new products marketing, organizations diverse analysis to substantially increase in customers satisfaction and certainly increased profit opportunities.
Chunghwa Telecom currently operates many business categories and owns big customer base, such as land lines, international callings, mobile phones, HiNet and MOD (multimedia on demand)… are all in excellent performance, but after privatization, firstly Chunghwa Telecom faced competitive competition, therefore, how to play groups advantages to avoid each department individual fights to cause internal conflict, all these are key factors to make overall revenue expands. Focus on this point, Chunghwa Telecom planned to establish the most efficient Web integration marketing analysis platform for marketing staffs to quickly control real-time information of each product business, to cross analyze all departments products, customers and sales status to provide best fit product combinations for consumer's needs and also increase customers satisfaction and contributions.
Chunghwa Telecom's existing marketing system was developed by Chunghwa Telecom Institute for their own R&D. Due to recent sharp increase business volume and fast-growing market, Chunghwa Telecom decided to adopt the professional Business Intelligence software platform provided by professional vendor to replace its own self-develop application; first biggest challenge was Chunghwa Telecom got huge volume data, in average monthly creating total of 300 million data equal to around 55 Terabyte data, so it not all products competent to complete the task; second challenge was all Chunghwa Telecom customer data is very confidential, so it should be very crucial to encrypt data with detailed protection. After compared with several BI vendors, the final choice from Chunghwa Telecom is to implement MicroStrategy as the core of business marketing platform for integration development.
MicroStrategy is a complete business intelligence application platform, support for large data mart (VLDB) data processing and technology integration, and is designed to handle enterprise-class large volume data, Chunghwa Telecom chose MicroStrategy Universal version, is the only business intelligence platform capable handling more than Terabyte data volume in the market; besides, precise and multi level of security and control mechanisms was the important factor that Chunghwa Telecom chose MicroStrategy, MicroStrategy equips 128 bit SSL encryption, and also provides a 128 bit TEA encryption mechanism between the Web server and MicroStrategy Intelligence Server. For the system critical data, such as user’s passwords, database systems passwords are also encrypted in 160 bit RIPEMD format to be stored and during transmission to ensure all data is secure.
Chunghwa Telecom said after MicroStrategy was implemented, a considerable human resource savings to Chunghwa Telecom Institute manual development program, while speeding up data processing speed; In addition, MicroStrategy is able to use Web browser as user interface, and marketing staffs are reading analysis reports through web browser of IE, Netscape, Firefox… users are able to proceed analysis operations through normal Windows operations. These functions are not required to download or install any plug-in, so that avoiding failure installation caused troubled system. When upgrade new functions, it is not required to do upgrade operations one by one to users' operations environment, this really substantially reduce costs of maintenance and deployment.
