Tata Sky gets timely and accurate

insights on business operations with

TCS cloud-based BI platform

TCS cloud based Analytics platform has equipped us with timely

and accurate insights on our business operations and helps us take
effective strategic decisions. We finally have an analytics platform
that can cope with our rapid business growth.
- N Ravishanker,
CIO, Tata Sky

Tata Sky chose TCS to develop a robust Business Intelligence (BI) Client

solution with improved analytics to enable swift and accurate Tata Sky
decision making. Our comprehensive solution, built on our Industry
cloud-based analytics platform, comes with a three-layer reporting Media and
structure to cater the needs of all business stakeholders. Broadcasting
Leveraging our managed services model, we have provided
Offering
Tata Sky with access to scalable data analytics capabilities ranging TCS Analytics Platform
from data extraction to reporting at an optimal cost. The insights
derived from this tool can propel the business forward, aid in
increasing its share in the Indian market, improve customer
lifetime value and share of wallet.
About the Client
Tata Sky, a joint venture between Tata Sons Ltd and STAR, provides satellite television services in India. It offers direct-
to-home (DTH) services, multiple television connections, interactive services, set top boxes, video on demand
services, multi dwelling unit solutions for multistoried buildings and channel packages. Some of its key products
include Tata Sky+, Tata Sky HD and Tata Sky+ HD. In March 2009, Tata Sky became the first Indian DTH service
provider to be awarded the ISO 27001:2005 accreditation the international benchmark for information security.

Business Challenge TCS Solution

Since inception, Tata Skys business strategy has been
focused on providing best-in-class, top notch products
and superior customer service. Operating in a highly
fragmented and competitive market, the companys
main business challenge was to increase market share,
customer lifetime value and share of wallet. It therefore
required timely data and accurate insights to monitor
business health and make swift and fact-based
decisions.
Tata Skys IT division, however, faced multifold
challenges in providing superior BI to its management.
The current system had outlived its utility and lacked the
agility to accommodate changing needs. The lack of a
standard set of KPIs for monitoring business health,
coupled with data quality issues and an absence of a BI
culture in the organization, further compounded
matters. In addition, IT had to spend significant manual
effort and time on data collection, consolidation and
report generation.
The company realized that it needed an enterprise-wide
BI ecosystem, integrating people, process and
technology, that could meet its management
information needs at strategic, tactical and operational
levels. It chose to work with TCS, based on our skills in
data management and our proven record in delivering
BI solutions to clients worldwide.
We developed a BI solution for Tata Sky, based on our
cloud-based analytics platform, to help the company
overcome its current challenges around data quality,
lack of standard reporting and manual intervention for
report generation. The enterprise data warehouse on
cloud fulfills the BI requirements across business
functions. Our standard and business process driven
platform provides superior analysis capabilities and
comprehensive analytics ranging from data extraction
to reporting, along with a three-layer analytical
reporting structure to cater to the needs of all business
stakeholders.
Our solution is delivered through a managed services
model, provided by a centralized BI service delivery
team. This covers hosting, application support services
including functional and technical support, user
administration, data management, interface monitoring,
helpdesk management, incident and problem
management and enhancements. We have provided
more than 750 canned reports and 300 ad hoc reports
spanning a gamut of functions and host more than
seven terabytes of data. We integrated data from
multiple source systems, including billing, CRM, service
portal, ERP and offline master data, to ensure analytics
and reports were available at an enterprise level.
Experience certainty
True certainty of success comes from working with a partner you trust to provide
the insight, support and expertise that will propel your business forward. Experiencing
certainty with TCS means you can count on results, partnership and leadership.

Results

With TCS help, Tata Sky now has a robust data Operations
warehouse and excellent data management capabilities
n Improved customer satisfaction through the
that support the companys analytics and decision
provision of exception reporting that helped plug
making requirements. This helps propel its business
process gaps, address revenue leakage and
forward. Our solution has created a single source of
streamline operations
truth at the organization level for all management
reporting and decision making. In addition, the n Improved supply chain efficiency and inventory
establishment of a centralized BI service delivery team management through detailed monitoring of set top
created a culture of BI within the organization. Our box (STB) inventory at distributors, dealers and
solution utilizes high quality replication technologies warehouses and tracking of STB from manufacturer
and innovative data management processes to enable to subscriber
Tata Sky to achieve over 90 percent reduction in report
n Improved SLA management through detailed
generation cycle time and nearly 60 percent reduction
tracking of work-order fulfillment, ageing service
in data processing time. The easy availability of timely
requests, and work allocation
and accurate data and insights is helping the company
improve its systems in the following areas: n Better management of network providers with KPIs
like network level unique subscriber, leading to
Sales and Marketing
enhanced network subscriber visibility and improved
n Enabled tracking of sales performance by providing regulatory compliance
insights on target achievement and payout to
Our solution has helped Tata Sky progress towards its
partners on a daily basis
goal of establishing an information maturity model and
n Increased campaign effectiveness by tracking sustaining its competitive edge in the market. Today we
campaign responses and campaign maturity are seen as the companys trusted advisor for BI strategy,
helping Tata Sky take a leadership position in a highly
n Aided better channel packaging, dynamic package
uncertain and competitive business environment.
pricing, improved cross-sell and upsell capabilities,
increased share of wallet through identification of
subscriber package selection patterns, upgrade
patterns, channel viewing patterns, visibility into
consumption of value added services such as video-
on-demand and pay per view

n Provided sales trends and alerts through SMS

functionality
About TCS Platform Solutions

TCS has been one of the earliest providers of Business Process as a Service (BPaaS) cloud
solutions that combine business process services, applications, and infrastructure. Our
platform solutions help large and mid-sized enterprises worldwide achieve greater
efficiencies, standardized processes, and improved performance on business metrics and
service level agreements (SLAs).

We provide solutions for Human Capital Management (HCM), Accounts Payable (AP), Finance
& Accounting (F&A), and Analytics. The solutions are hosted on reliable, scalable, and secure
infrastructure.

We deliver transformational value through standardization and consolidation of fragmented

global processes. Our clients benefit from faster time to market and lower upfront investment
as well as total cost of ownership.

Contact
For more information about TCS Platform Solutions Unit, visit:
http://www.tcs.com/offerings/platform_solutions/Pages/default.aspx
Email: platform.solutions@tcs.com

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About Tata Consultancy Services (TCS)

Tata Consultancy Services is an IT services, consulting and business solutions organization that
delivers real results to global business, ensuring a level of certainty no other firm can match.
TCS offers a consulting-led, integrated portfolio of IT and IT-enabled infrastructure, engineering
and assurance services. This is delivered through its unique Global Network Delivery ModelTM,
recognized as the benchmark of excellence in software development. A part of the Tata Group,
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