MDA's Lavastorm Transaction Warehouse Provides PLAY with Near Real-Time Process Analytics for Increased Competitive Advantage

BOSTON, Dec. 15 /PRNewswire/ -- Martin Dawes Analytics (MDA), a global process analytics software provider, announced that PLAY, the fastest growing mobile network operator in Poland, is the EMEA winner of its 2009 Customer Innovation Award. PLAY is using MDA's Lavastorm Analytic software platform to dynamically analyze and respond to usage-based BI insight in near-real time.

PLAY initially engaged MDA in 2007 to provide Revenue Assurance, Fraud Management, and Interconnect Billing, using MDA's Lavastorm Analytic Software Platform. Lavastorm acquires and enriches voice and data event records, and enables both persistent and ad-hoc analytics for Fraud Management and Revenue Assurance, as well as interconnect traffic information and billing. Voice and data usage throughout PLAY's network is acquired, enriched and stored within minutes of the transaction, and the company has received significant on-going financial value from the market-leading MDA data analytic platform.

After the combined Revenue Assurance, Fraud Management and Interconnect Billing System was deployed, PLAY's BI team realized the opportunity to link usage data records to marketing, sales and activation data to provide broader business insight in near real time. This provides an audit on their data warehouse, allowing them to have greater confidence in their BI analyses. More importantly, it gives PLAY a view of its network every 30 minutes and provides an understanding of geographical traffic distribution down to individual base stations and of the calling pattern throughout the day. Because PLAY can see where customers are calling and buying, they can rapidly adjust to the traffic impact of emergencies such as a snowstorm.

Additionally, PLAY is able to make fact-based adjustments to its operations in a matter of hours instead of days or weeks which are typical in the wireless industry. This capability, envisioned and designed by PLAY, has enabled uncommon business agility, further cementing PLAY as the most innovative and responsive provider in the market.

"We designed and implemented our analytic infrastructure to create a competitive advantage, by buying best-in-class software including the Lavastorm Analytic Platform, and by leveraging that software in as many creative ways as possible," stated Hans Cronberg, Chief Technology Officer (CTO) of PLAY. "Our investment in MDA's powerful near-real-time data analytic platform allowed us to create an infrastructure that we could leverage as we built our business intelligence assets. We appreciate the power of their platform and their continued commitment to innovate with us as we grow our business. This capability contributes to our ability to maintain margins and grow revenue as we grow our subscribers to over 3 million by year-end."

PLAY's near real-time process analytic solution was created by directly integrating MDA's Lavastorm Analytic Platform with the mobile operator's BI environment. The solution takes advantage of four new Lavastorm Analytic Platform capabilities: advanced enrichment modules to enhance call data records (CDRs) with customer and operational data which makes them immediately usable in a BI environment; agile data aggregation that enables customers to design and execute any data combination easily and rapidly; CDR correlation that enables the reconciliation of CDRs flowing from different systems, and custom batch which sends results to the BI environment within minutes of the event.

"We are pleased to support PLAY's vision of a near-real time data analytic infrastructure to accomplish many mission critical business analytic functions with the same platform," stated Drew Rockwell, Chief Executive Officer (CEO) of MDA. "We see continued market evidence that global operators are looking to purchase platforms that can provide a broad range of solutions from a single infrastructure, rather than to manage multiple point solutions. The Lavastorm Analytic Platform can be provided in near real time, and is broadly extensible across business processes, and we are delighted to see these attributes valued and effectively deployed by PLAY and other MDA customers."

About PLAY

PLAY is the fastest growing mobile network operator in Poland. Launched in 2007, PLAY expects to top 3 million subscribers by the end of 2009. PLAY operates mobile services based on GSM and UMTS/HSPA technology, and has built a large-footprint 3G mobile broadband access network in some 700 cities and villages of Poland.

About Martin Dawes Analytics

Martin Dawes Analytics is a global data-driven process analytics software company focused on maximizing cash from and improving the performance of complex processes. The Lavastorm Analytic Platform provides data and logic transparency at the atomic level, scales to any level of complexity, is extensible across the order-to-cash process, and delivers both ad hoc analytics and automated controls within one analytic environment. This capability delivers powerful solutions such as revenue assurance, fraud management, cost validation, customer management, risk management, and core data analytics. For more information, visit www.mda-data.com or call +1 617 345 5422 ext. 244.

SOURCE Martin Dawes Analytics

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