REVIEWER: Sérgio Teixeira Balaj, IT data warehouse coordinator at Telemar.
BACKGROUND: Telemar is the largest provider of wireline telecommunication services in South America. Telemar has approximately 18 million lines installed (of which 97 percent are digital), a fiber-optic cable network of more than 31,500 kilometers and 7 million wireless customers. Telemar offers wireline voice and data, mobile and long-distance services for private and corporate customers. Its region covers approximately 64 percent of Brazil, encompassing a population of 93 million and 16 states that collectively produce approximately 40 percent of the country's GDP.
PLATFORMS: IBM P670 running AIX 5.5 with 7 CPUs and 48GB of RAM.
PROBLEM SOLVED: Telemar needed better, more integrated access to its data in order to meet its service level agreements and to more effectively cross-sell and up-sell to its existing customer base. The company implemented a customer-centric data warehouse to provide a 360-degree customer view, up to the household level. This enabled Telemar to optimize its marketing expenditures by eliminating duplicate mailings to households and more effectively targeting cross-selling of its many products. Faster and more reliable data consolidation now enables the company's management and sales staff to work from fresher and more accurate information.
PRODUCT FUNCTIONALITY: Telemar relies on Informatica's PowerCenter data integration platform to rapidly consolidate massive volumes of data from disparate sources and leverage meta data to provide a single, coherent data view. PowerCenter has drastically cut the time it takes to get data from the ADABAS mainframe, reducing a 50-hour manual extraction process to just a couple of hours. This enables Telemar to update its data daily instead of once a week for improved customer service and responsiveness. Also, instead of needing to employ various IT specialists for each of its data sources, Telemar now needs only employees with Informatica expertise. They can be deployed to whatever project has the highest priority.
STRENGTHS: PowerCenter provides Telemar higher data throughput for next-day availability of data. Faster throughput and batch processing increase system availability. The product's seamless scalability enables Telemar to scale with confidence to meet the demands of its growing market, which is expected to increase from 7 million to 10 million subscribers by the end of the year. In addition, PowerCenter's open and flexible architecture simplified the systems integration work required when Telemar merged with its sister mobile company, OI.
WEAKNESSES: We would like to see the PowerExchange mainframe be able to target ADABAS natively. Other than that, we are not experiencing any problems with PowerCenter. We're planning to enhance our current functionality with 64-bit capabilities and more advanced meta data management by upgrading to PowerCenter Advanced Edition.
SELECTION CRITERIA: Telemar initially used ETI, a code generator, which was distributed in Brazil by IBM at the time, to handle its integration needs. When Telemar bought a Siebel CRM application, we discovered the OEM version of PowerCenter. ETI simply wasn't at the same level: Telemar was impressed by the functionality of PowerCenter, especially the ease of construction of the data maps. Telemar switched from the OEM version to the full version of PowerCenter in order to benefit from its independence from hardware and software and its wide variety of connections to mainframes and other system components.
DELIVERABLES: Telemar is using PowerCenter to centralize its information in a data warehouse for easy access to up-to-date, high-quality information and a single view of our customers. This functionality has enabled the company to become more responsive and has dramatically improved the effectiveness of sales campaigns, from a one-percent to a four-percent return.
VENDOR SUPPORT: Informatica was very helpful. If every vendor offered support like Informatica's, my job would be much easier.
DOCUMENTATION: Informatica's PowerCenter documentation is complete and easy to understand.
100 Cardinal Way
Redwood City, CA 94063
Register or login for access to this item and much more
All Information Management content is archived after seven days.
Community members receive:
- All recent and archived articles
- Conference offers and updates
- A full menu of enewsletter options
- Web seminars, white papers, ebooks
Already have an account? Log In
Don't have an account? Register for Free Unlimited Access