Mobile Operator Achieves 1.5x Revenue Growth Using EW Marketing Platform
7 november 2025
Our client was looking to boost the effectiveness of its marketing campaigns and needed a tool to implement Customer Value Management (CVM). They selected Eastwind's EW Marketing Platform as their solution. Rather than focusing solely on user acquisition, the company chose to shift its focus toward developing and nurturing its existing subscriber base.
.png)
IT departments had to be involved to select subscribers. As a result, one team handled audience segmentation, while another managed message distribution. This led to slow campaign launches, and as the staff grew, human errors increased.
Marketers lacked a full-featured Campaign Management System (CMS). They had no control over how or when messages were sent, and couldn't track delivery or open rates. There was a clear need to streamline campaign execution and give marketing teams the tools to segment their subscriber base independently.
Target group data was fed into the system, campaigns were launched, and performance was analyzed, including delivery rates, historical data, and response conversion rates.
The EW Marketing Platform unified subscriber engagement across all channels, making communications consistent and personalized. Omnichannel capabilities are managed by the EW Navigator module, which operates in tandem with mobile operator's SMS center.
As the first messaging campaigns launched, we began training the client's team on the system.
The full system installation took five months. After the DPI module was connected, server load approached maximum capacity. Based on their analysis of EW MP’s performance, Eastwind specialists recommended increasing hardware capacity.
After migrating to the main infrastructure, Eastwind specialists conducted full training on how to use the platform. The official onboarding took one week, but even after the launch, we continue to support the mobile operator with consultations on any questions that arise during system use.
Book our free consultation to learn more about how EW Marketing Platform is being used in real-world scenarios. We'll demonstrate how the system works and outline potential solutions for your business challenges.
More News
«We wanted to increase conversion rates and revenue from our targeted marketing campaigns, while also expanding our service portfolio and boosting subscriber engagement. It became clear that we could no longer hit our KPIs without deliberately applying CVM principles, leveraging big data analytics, and implementing a specialized solution to support these goals».
Mobile operator representative
Client's Goals: Quick Campaign Launch
Before marketing automation with EW MP, campaign launches followed a three-step process:
- Subscriber segmentation
- Uploading target groups into a separate interface
- Sending out messages
IT departments had to be involved to select subscribers. As a result, one team handled audience segmentation, while another managed message distribution. This led to slow campaign launches, and as the staff grew, human errors increased.
Marketers lacked a full-featured Campaign Management System (CMS). They had no control over how or when messages were sent, and couldn't track delivery or open rates. There was a clear need to streamline campaign execution and give marketing teams the tools to segment their subscriber base independently.
Pilot Launch of Three Solutions
To select the right CVM platform, the operator conducted a competitive evaluation and shortlisted three products, including EW Marketing Platform.
They planned a pilot launch to compare the platforms under identical conditions and determine which would deliver the best results. The tests were conducted using the actual subscriber base.
All vendors received the same hardware resources, but organizational disagreements led the other two companies to withdraw from the competition. By that time, the Eastwind system was already up and running, so the client decided to move forward and assess the results.
They planned a pilot launch to compare the platforms under identical conditions and determine which would deliver the best results. The tests were conducted using the actual subscriber base.
All vendors received the same hardware resources, but organizational disagreements led the other two companies to withdraw from the competition. By that time, the Eastwind system was already up and running, so the client decided to move forward and assess the results.
«We'd already worked with Eastwind on our messenger project, and they had supported us with other technology initiatives in the past. We knew they had a specialized CVM solution built specifically for telecom and had successfully implemented it across other CIS countries. That's why we decided to include their platform in the competitive evaluation».
Mobile operator representative
Pilot Case Results
During the pilot phase, Eastwind specialists successfully implemented two cases: subscriber profile development and increasing campaign conversion rates.
Subscriber Profile Development
Using analytical ML models, Eastwind specialists helped the mobile operator gain deeper insights into its target audience. For example, by analyzing call data, the machine learning algorithms calculated:
- Average number of calls per day, per week, and during specific times of day
- Segmentation parameters such as actual gender, age, marital status, and whether the subscriber had children
- These profiles were then used to create personalized offers.
Campaign Launch
Eastwind specialists were tasked with creating marketing campaigns to promote internet packages and VAS services. They used the EW AdTarget campaign manager to develop scenarios and send messages.Target group data was fed into the system, campaigns were launched, and performance was analyzed, including delivery rates, historical data, and response conversion rates.
The EW Marketing Platform unified subscriber engagement across all channels, making communications consistent and personalized. Omnichannel capabilities are managed by the EW Navigator module, which operates in tandem with mobile operator's SMS center.
As the first messaging campaigns launched, we began training the client's team on the system.
Solution Evolution: From Pilot to Full-Scale Project
Once the Eastwind platform proved its effectiveness in practice, the client decided to sign a contract and fully deploy the system.«Right from the test phase, we could see the platform generating revenue, so we didn't even shut it down during the migration to production servers».
Mobile operator representative
Since the client didn't want to shut down the Eastwind platform during the transition, they repurposed physical servers—originally reserved for the other competition participants—for a two-phase deployment.
The system was fully rolled out in early 2019.
The system was fully rolled out in early 2019.
«Since everything was carefully prepared, the migration to production servers took just one night. It's fair to say that from the moment the pilot launched, EW MP has been running continuously without interruption».
Mobile operator representative
The full system installation took five months. After the DPI module was connected, server load approached maximum capacity. Based on their analysis of EW MP’s performance, Eastwind specialists recommended increasing hardware capacity.
«As soon as we saw that subscribers were consuming more and more data, we scaled up the resources of the system. This ensured the platform continued to run smoothly without interruptions».
Mobile operator representative
After migrating to the main infrastructure, Eastwind specialists conducted full training on how to use the platform. The official onboarding took one week, but even after the launch, we continue to support the mobile operator with consultations on any questions that arise during system use.
«After launching EW MP, we realized the platform offered significantly more capabilities than we'd initially anticipated. Under the contract terms, we received two years of guaranteed technical support. During this time, the vendor helps us unlock the solution's full potential by walking us through specific use cases and showing us how to implement them».
Mobile operator representative
Messenger Integration: Creating a New Sales Channel
A few months after installing EW MP, the mobile operator integrated
the platform with the messenger, which had been implemented
by Eastwind in 2017.
«This was a real breakthrough. We became the first in the country to transform a mobile operator's app into a targeted marketing channel. Today, the company uses the messenger to send all types of messages, both promotional and service-related».
Pavel Olifer, Business Development Director, Eastwind
«By integrating EW MP with the messenger, we gained the ability to send push notifications and chatbot messages to our subscriber base, which helped reduce the load on our SMS center.
Unlike other messengers, our chatbot doesn't need to wait for the user to initiate a conversation. We can message users first. As a result, we unlocked a new campaign channel that resonates especially well with younger audiences. Now, we can build more effective engagement strategies for this segment».
Mobile operator representative
Key Result: +50% Revenue Growth in 6 Months
By implementing EW MP, the mobile operator gained a powerful tool for indepth analysis and segmentation of its subscriber base across a wide range
of criteria. Today, three marketers use the platform to launch several dozen campaigns per day.
Book our free consultation to learn more about how EW Marketing Platform is being used in real-world scenarios. We'll demonstrate how the system works and outline potential solutions for your business challenges.