A Conceptual Model to Cross Sell Value Added Services in Telecom Industry

Value added services have become an important aspect of telecom operator’s profitability. However, while selling value added services, operator’s need to match promotions to specific consumers based on their individual preferences. Pattern association has emerged as one of the powerful tool that can help in identifying consumer preferences based on their historical services usage data. Based on the application of neural networks, this study proposes the use of pattern association rules to develop a technique for identifying profitable value added services and campaigns for specific consumers and thus increase revenue from the existing customer base. This technique has its advantage in its computational efficiency as well as simplicity in usage.