Daniel Peter of Mara-Ison Connectiva contributes today’s guest post, which revolves around a common challenge for revenue assurance and fraud management: measuring the benefits that are delivered. However, Daniel steps back from the usual headlong rush into calculations and equations, and first poses a much more fundamental question. What kind of value should revenue assurance and fraud management seek to deliver?
I have been thinking lately about the fundamental attitude of telcos towards Revenue Assurance and Fraud Management (RAFM). My recent interaction with RAFM Managers and System Integrators suggests that every dollar that’s being spent on RAFM is questioned; while cost consciousness is good for a telco’s short term profitability it might lead to loss of strategic advantage when unfavorable decisions are made on RAFM spending.
RA is not a mere hygiene factor but provides strategic advantage to the telco. I have also seen discussions in certain RA forums where they discuss, “whether cost of RA is higher than the leakage detection”, “what is the ideal payback period for RA System”, “what is the breakeven point for RA System”… This made me wonder whether the tools and techniques for breakeven analysis and payback period are the right approach for the investment/expenditure decision on RAFM.
Competitive forces for telcos are on the rise with regulators making concepts such as MNP mandatory; while consumers enjoy better features and services it puts tremendous cost pressure on the telco (margin has become very thin). This margin pressure has also affected the investment or budget allocation decision on Revenue Assurance and Fraud Management – for both people and technology. RAFM is a cost center and it’s being targeted by the management as a potential area to cut down cost just as they do to areas that are not core to the business; but RAFM is core to telco. Another interesting observation is that investment in RAFM is very different from an investment in a new software system or marketing campaign where short term return-on-investment calculation should be the driving force for decision making.
When a telco invests in an OSS, there’s a decision making process in place where the business and IT jointly participate in selecting the vendor. This approach helps the management in ensuring that the allocated budget has served the purpose, certainty on increasing profitability and securing the return on investment.
There are various tools and techniques to calculate RoI. For example, a telco planning to launch 4G LTE will perform breakeven analysis to determine the Break Even Point (BEP) for the incremental revenue generated from 4G LTE. Cost of cannibalization is factored in for this example as the subscriber would unsubscribe from the GPRS plan (Cost of cannibalization is the decrease in profits as a result of reduced sale of the existing product; customers are moving to the new product. From GPRS to 4G LTE in our example) BEP provides the number of incremental units the telco has to sell to cover the expenditure which means if the firm sells less than the BEP, they lose money. BEP is the point where the telco generates zero profits from that investment which means revenue is equal to the total expenditure at that point.
Payback period can also be assessed using breakeven analysis as we can forecast how long it will take to get to the breakeven point. When the payback period is very short, there is a risk that the return on investment is lower; in other words the return on investment is assured and the rate of return can also be quantified. It’s mandatory that the decision maker hit that number otherwise that expenditure will be classified as a bad decision. When the units sold exceed the BEP, it is fetching profits from the investment. Breakeven analysis is a good tool to assess whether an investment should be made or not and whether it’s feasible to achieve the BEP within an acceptable time frame. Tools like these are very helpful for investments/expenditures that yield direct results within a short period and the revenue stream is straight forward.
Now the question to answer is, can we consider tools such as these to make decisions on investment in RAFM? According to TMF, the objective of the Revenue Assurance Management processes is to establish an enterprise-wide revenue assurance policy framework, and an associated operational capability to resolve any detected revenue assurance degradations and violations. While all these can be quantified and measured, the question we have to consider is whether the telco should use a short-term RoI analysis such as Breakeven for RAFM?
In my opinion, measuring RoI for RAFM with tools and techniques such as Breakeven Analysis should be avoided, as RoI for investment in a plant/machinery/network expansion is focused on production and sales whereas RAFM function exists to provide strategic advantage and the returns are long-term although identified leakage in short-term can justify the expenditure in RAFM. Unlike investment in network expansion, the object of the RAFM function is different. Telco should assess the key outcomes of RAFM and not calculate RoI solely based on leakage detection. RoI for RAFM based on leakage detection focuses on how much leakage the investment has found and how many dollar worth of fraudulent practices have been found, which is an indicator of loss of qualitative focus.
RAFM by nature is number focused but the return on RAFM should be qualitative focused. RA leads to increased revenues but leakage detection from dollar spent is not the right approach. Telco should assess the risk areas RA is addressing, do a what-if analysis to quantify the potential loss (in terms of revenue leakage, quality of service and fraud should the risks go unnoticed), the satisfaction the board has over the reported revenue and the confidence the customers have on the bills sent to them and deduction in their prepaid vouchers have to be considered. All these translate to strategic advantage and have to be considered while evaluating the value addition from RAFM.