Nanocredits, one of Tiaxa’s pioneer services, with more than a decade in the market, is ready for 2022 with many of its post-pandemic opportunities. These will mainly focus on consolidating offers in the world of bundled mobile services, continued evolution of the product and on improving the user experience of an increasingly digitized customer.
Héctor Saldaña, Tiaxa’s Head of Sales for Latin America and Rafael Ramo, Data Science Leader for Mexico, explained how the nanocredits service has matured during its time in the region, considering the strong impact of the pandemic, Tiaxa’s main technical and commercial learnings, as well as the business challenges for 2022.
“A service in constant change that is always at the forefront”
Héctor assures that Tiaxa’s nanocredit service has evolved in its 12 years of existence, always keeping up with the pace of new technologies, in line with market developments as well as collecting experiences over time which have been essential to perfecting the product.
“The last 5 years have been very eventful for the service; we found ourselves in the midst of a pandemic where customers did not have access to top-ups, nor for the most part, did they have access to digital means of payment, which caused mobile operators, especially in Latin America, to deliver credit in a different way.”
A key moment in the nanocredits service was when mobile operators began to bundle prepaid services according to the customer’s profile and needs; this allowed better focus on top-ups and the delivery of powerful value offers in a much clearer manner.
“The mobile operators realized that there was a very important business in bundling for clients. This means that, for example, it was better for data customers to buy a package rather than use their data in bulk; the same for voice, social networks, and text messaging customers. Tiaxa has designed several alternatives to offer credit in this context, with the aim of increasing the number of days per month that bundled users are effectively connected”.
In terms of analysis and profiling, the processes have also improved, providing a great differential to the product based on the development of a customized offer according to the real need and characteristics of each customer.
“The data reflects the changing behavior of mobile users over time, and likewise the analytical processes have adapted to the changing needs. Recovery behavior, debt recovery metrics, number of transactions, the nature of the services; all of this has changed,” says Rafael Ramo.
He adds that one of the differentiators of the services offered by Tiaxa is the immediacy with which the data is visualized with respect to what is happening in real time.
“We have adapted our analytical models to accurately predict the profile and behavior of users, even though the predictive models for regular debt recovery are quite different from those for package recovery.”
“Flexibility is a strength”
In the long journey of the nanocredits service, Hector mentions that Tiaxa has been a bridge to discover and detect opportunities for mobile operators in these changing markets.
“Our strength is to understand the needs of mobile operators and react quickly and flexibly. In addition, our work culture is to work with our partners continuously, aligning ourselves with their product and market strategies, and providing 7×24 support”.
According to Rafael, the main strengths are twofold; on the one hand, Tiaxa’s ability to interpret alternative mobile data from end users, which is key when developing business models based on real needs, and on the other hand the great knowledge Tiaxa has of the business after having worked in countries as diverse as Bangladesh, Ghana, China, Vietnam, Ecuador and Mexico.
“Understanding the business is key. We develop all the processes based on our experience and knowledge, always adapting best practices and understanding that each market is different and each operator has its own particular business strategy. We understand what the business demands, and its constraints, and we constantly seek to improve our solutions. We know what is happening on the street with end users because we see it through data. It is not only about maximizing income and generating the highest possible revenue, but also about offering a good user experience and delivering a solution through fair models”.
The main objectives for this year are to promote the bundling business in the main Latin American markets, continue to improve the user experience and advance in the development of a unified operating model.
“The focus we have in the region is to adapt to each new market that makes the transition from balance to bundle offers, continue to maintain a high-level user experience, bringing experiences from Asia to Latin America and vice versa.”
In Héctor’s case, the goals are also in the world of packaged services and to aggressively enter all digital channels that customers use to improve their omnichannel experience.
“This year we will continue providing an omnichannel digital experience and work with operators that do not yet have a presence in new channels, in developing their implementation plans”.
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