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Orange Makes It Easier For Pay-As-You-Go Customers To “Top Up”
Technology Category
- Application Infrastructure & Middleware - API Integration & Management
- Application Infrastructure & Middleware - Data Exchange & Integration
Applicable Industries
- Telecommunications
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Real-Time Location System (RTLS)
- Process Control & Optimization
Services
- System Integration
- Software Design & Engineering Services
The Challenge
Attracting and keeping mobile phone customers requires continuous innovation. Orange UK excels at this. To meet customer expectations, Orange strives to provide products and services that are simple and user-friendly. That is why the company set out to make pay-as-you-go mobile service as convenient and easy as possible. The challenge was to create a system that allows customers to top up their accounts from anywhere while on the go. The process needed to be fast and seamless, interacting with up to 10 systems and sending the customers their top-up approval in seconds.
About The Customer
Orange is the key brand of the France Telecom Group, one of the world’s leading telecommunications operators. With 123 million customers, the Orange brand covers Internet, television and mobile services in the majority of countries where the group operates. In the U.K., Orange provides high-quality GSM coverage to 99 percent of the population and has more than 17 million customers, 16.11 million active mobile customers and approximately 900,000 fixed broadband customers (end of September 2009).
The Solution
Orange automated pre-payments using the webMethods Business Process Management Suite (BPMS). Customers get a text message when their balance runs low. They can text back to buy more minutes using a credit card. In seconds, the process interacts with up to 10 systems and sends the customers their top-up approval. The process took about four months to get to the pilot stage. Since then, it has taken off across the U.K. Using the process modeler of webMethods BPMS, Orange was able to assure the top-up process designed would work reliably. Designers could visualize all the steps and identify issues easily in testing. This helped Orange get the process right, the first time, quickly, in a market where speed means everything and customers are quick to change providers.
Operational Impact
Quantitative Benefit
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