Блог Никсейл
February 2017
Deadheads or How to get "live" customers and do not pay too much to retailer

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According to the consulting agency in 2015, the operators of the "Big Three" MTS, "MegaFon" and "VimpelCom" has sold about 123 million SIM cards. An impressive figure, is it not? However, the real increase in the subscriber base amounted to about 8 % of that number, only 10.4 million subscribers. It is clear that most of the lost millions were bought by visitors, but there are many fictitious poor connections among them as a result of unfair work of dealers and vendors. And of course, a lot of SIM cards were used to commit fraud, such as traffic leakage to premium services, illegal termination of traffic and others.

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In the conditions of oversaturation of the mobile market, when the number of active subscribers exceeds the country's population of 1.5 - 2 times, the operators are forced to fight for every subscriber. We have to motivate the sellers with all kinds of bonuses, to encourage them to promote only the SIM card of the operator and not his competitor. In turn, dealers and retailers want to get more profit and come up with different ways to organize fictitious sales. New connections are increasing, but revenue is not increased because the new subscribers are silent. In this case, the employees of operator's sales departments often turn a blind eye to the retailer's pranks as they need to fulfill the objectives in terms of sales.

As a result of low-quality sales, the operator not only suffers losses due to bonus payments to sellers for the sale of phone numbers and the cost of the equipment itself. It becomes difficult to assess the real growth of the subscriber base, the effect of ongoing promotions and launches of the new offers.

General methods for the retailer to deceive the operator when selling SIM cards include registration phone numbers on false documents, subsequent activation of the numbers and the following pay-off with starting balance for the premium services, fictitious replenishment followed by the withdrawal of balance and many others. Dealer fraudster thoroughly examines the conditions for granting bonuses and trying to fulfill them, simulating a live caller.

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But how can we detect dealer's fraud when they sell SIM cards. There are many sellers, we can not control all of them. The solution suggests itself. It is necessary to monitor the activity of new subscribers with reference to the seller. The control that we have developed for a number of mobile operators in Russia and the CIS analyzes the user data, the information about devices used by the caller, calls, SMS, payments, transfers, and much more, including specific parameters for each operator.

According to the analysis results, a decision is made whether the subscriber's profile matches one of the known profiles indicating the poor quality sales or fraud or we have a live normal user. Estimating the number of low-quality connections and their relation to the sellers, the analyst can draw conclusions about which dealer does not play nicely.
In terms of these data, the operator can take action against the dealer, for example, refuse to pay compensation, up to the termination of cooperation with him.

Connection quality analysis will allow the operator to measure the communication effectiveness of the retailers, and in some cases even to identify vendors associated with fraudsters who bring great losses to the company. Thus, such a control is a must to sales department managers who are interested in quality, not in quantity of connected subscribers, and, of course, to the FM&RA divisions whose main function is to minimize the company's losses.

Author: Rustam Nosov