Orange Morocco, a leading telecommunications operator serving more than 17 million customers, is actively leveraging data to enhance its international mobile services. Postpaid Product Manager Anas El Ghoumari is implementing a robust customer value management strategy, particularly in the area of roaming. Thanks to advanced data exploitation and tools provided by Orange Wholesale, the company is optimizing offers, detecting silent roamers, and adapting strategies to drive both customer satisfaction and loyalty.
As part of our suite of Big Data services for roaming, Roamers Insights offers accurate analysis of roaming behavior. This enables the effective identification and engagement of silent roamers, maximizing revenues and improving customer satisfaction.
Thanks to Roamers Insights data, Orange Morocco has been able to identify areas with significant roaming traffic and a high rate of silent roamers. This enables targeted offers to be adapted for specific groups, such as Moroccan pilgrims in Saudi Arabia or fans attending the African Cup in Côte d'Ivoire. As Anas El Ghoumari emphasizes, "This helps us counter the aggressive strategies of eSIM and local providers by offering more attractive deals tailored to specific geographic areas.".
Fine-grained data analysis also enables the creation of personalized offers, especially when consumers reach the end of their data package or for high-value segments. As Anas El Ghoumari explains, "We create ad hoc offers to meet the precise needs of our customers with competitive prices or an abundance of data to encourage usage and loyalty." Advanced segmentation based on usage (voice, data, inbound, and outbound) facilitates the personalization and differentiation of offers.
"The power of Roamers Insights, combined with our data-driven strategy, gives us a competitive advantage in building customer loyalty and anticipating market trends."
Anas El Ghoumari, Postpaid Product Manager at Orange Morocco 
The platform enables customer bases to be downloaded quickly for targeted SMS or email campaigns, which speeds up the promotion of innovative offers and boosts engagement. Anas El Ghoumari is impressed with the solution’s processing power: “even when dealing with very large databases, extracting customer target lists only takes a few minutes”.
Orange Morocco has adopted a proactive approach to roaming management thanks to the integration of Big Data via Orange Wholesale's tools. Anas El Ghoumari concludes, "Thanks to Roamers Insights and the precisely targeted packages we have been able to launch, we have reduced our share of silent roamers by 5%. The power of Roamers Insights, combined with our data-driven strategy, gives us a competitive advantage in building customer loyalty and anticipating market trends."
