Business consultancy project

The internal data analysis.

The evaluation of survey results gave a comprehensive overview. However, for the assessment company conditions, the primary numerical data statistics were measured through data analysis techniques, and the particular piece of primary data analyzed and interpreted through critical thinking by determining the correlation among variables. The measurement of accustomed communication tools consumptions through definite time assists the defining the prospects of the company. The historical and contemporary statistical data were evaluated by descriptive and diagnostic data analytics techniques, while the predictive analysis was used for the projection of the communication tool figures changes in the nearest future.

3. Descriptive analysis

The descriptive-analytical tool was implemented for understanding the occurred alteration in the consumption of communication tools for the period 2016-2019. For the elimination, any discrepancies the first Quarter and second Quarter data were matched and compared correspondingly. The data was evaluated through relevant data metrics, and together with traffic and data figures, the price per min and average per user indicators were analyzed for each service. The outcome of the four years was consolidated under the compound annual growth rate. According to the four-year data comparison, the SMS service displayed a downward trend in all indicators. The traffic and revenue declined evenly by 22% and 20% respectively. At the same time, the reduction of price per SMS by 6% did not enhance traffic consumption. The usage per subscriber and ARPU diminished by 10% and 4%. Apparently, the global SMS usage decline and revenue reduction are relevant to Azercell as well.
In comparison with SMS, the Voice CAGR for the four years expressed the different outcomes. Despite the 2% revenue decrease, the voice traffic expressed the annual growth by 12%. However, the reduction of voice cost for the subscriber by 13% sustained the usage increase by 10%. Presumably, the airtime communication tool, regardless of all fluctuations preserves the position in Azercell, and the company can sustain airtime traffic through different marketing strategies.
In contrast to SMS and Voice, consumption Data service demonstrated the upward trend in all metrics. In the last four years, the traffic and revenue increase by CAGR is 60% and 25% respectively. Besides, 22%
price reduction enhanced the traffic consumption and usage raised by 49%. At the same time, the average revenue per customer increased by 16%.
Figure.35 The CAGR rate per service since 2016-2019 (Jan-June).

	Traffic	Revenue	Usage per Subs	Price per Unit	ARPU
SMS	-22%	-20%	-10%	-6%	-4%
Voice	12%	-2%	10%	-13%	-4%
Data	60%	25%	49%	-22%	16%

Azercell also experienced the SMS and Voice consumption decline, and Data traffic is substituting the traditional communication tools. The company strategy and projection for the revenue sustainability contains enhancement data usage and deployment the data-driven service penetration.

Figure.36 VAS Revenue Metrics since 2016-2019 (Jan-June)

Along with Data revenue increase, the Value-Added services revenue also shows positive upshot. The same time frame was applied for the evaluation of VAS revenue results. The different VAS services are being provided by Azercell and considering that the majority of VAS revenue aggregators are comparably new in Azercell, the cumulative revenue was evaluated by comparing outputs of the month over months figures. In comparing with the previous year, the annual growth in Y 2017 and Y 2018 was 6% and 7% respectively, whereas in the Y 2019 the revenue increased by 10%. Overall CAGR rate was positive ,and significant raise expressed in the Y 2019. The following detailed evaluation of VAS services revealed the

meticulous changes in the revenue streams of Azercell. According to the three years` figure comparison, the primary revenue was being generated by Zero Balance Option services and from the third-party partnership services. The Azercell plus services, such as Zvooq (Music) and Bookmate, had the lowest proportion. However, within a time period, the Azercell Plus Services revenue is steadily increasing while other VAS service revenue is continuously diminishing. The addition of the Mobile TV and Mobile Cinema services in the Y 2019 enhanced the VAS revenue growth and Azercell Plus revenue increased by 10%. Besides the number of users for Bookmate, Zvooq and Entertainment services displayed a substantial increase in Y 2018 and Y2019 in comparison with the previous year. Nevertheless, the Mobile TV and Mobile Cinema have launched in the Y 2019 but generated significant revenue.
Table.10 Value-Added Service Overview 2017-2019 Jan-June period (in thousands)