CRM on a smart card

Smart card company Gemplus SA and its subsidiary SLP InfoWare Inc. are jointly developing SIM (subscriber identity module) card-based customer relationship management (CRM) applications which will enable subscriber profiles to be captured in real time on the mobile device.

The extension of SLP InfoWare's predictive CRM (P-CRM) platform to the SIM card is part of Gemplus' strategy to leverage the inherent capabilities of the SIM card as the computing engine within the mobile device.

"The inherently secure and pervasive SIM card with its standard communication infrastructure is the ideal host for customer centric applications for mobile telephony and ultimately mobile computing," said Ron Black, vice president and general manager for Gemplus' Next Generation Networks Division.

P-CRM uses real-time subscriber data to proactively identify end-users likely to churn, or opportunities to cross-sell and up-sell, then promotes targeted offers that are more likely to be accepted. With its Version 4.0 release, SLP has added up-sell and cross-sell capabilities.

By incorporating P-CRM onto the SIM card, alerts can be sent over the air to the operator, triggering the selection of an optimized offer to be sent back to the SIM card and displayed on the mobile device. The SIM card ensures security and maintains privacy for the subscriber. Inherent within this framework is the ability for the user to deactivate or "opt out" of this service.

SLP InfoWare's automated modelling environment creates predictive knowledge used to design and optimize campaigns, which are delivered in real-time to multiple customer touch points, including call centers and eCare Web sites. As subscribers contact the service provider, they are scored in real time for a dynamic behavioral profile that is matched with an offer that is most likely to be accepted.

"Predictive modelling of customer behavior optimizes customer interaction by providing subscribers with relevant offers, based on real time profiling, designed to enhance the customer's relationship with their service provider," said Dr Wolfgang Martin, a senior vice president with Meta Group. "The obvious next step for this state of the art interaction model is bringing the profiling direct to the device itself."

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