Data Monetization
Led end-to-end development of Ooredoo's first data monetization product from business case and regulatory clearance through API design, engineering delivery, and commercial launch, generating $100K in first-month revenue, exceeding forecast by 35%.
Ooredoo is a fast-paced multi-national corporation offering telecom, cloud, and ICT services
in 13 countries with 100m subscribers. Ooredoo Qatar is the head office operating in adherence with strict
national consumer data privacy laws.
Problem: Ooredoo sits on a vast untapped strategic asset of consumer datasets. In the
meanwhile SMBs were churning off Bulk SMS service due to lack of customer data to run targeted campaigns,
resulting in missed revenue opportunity for Ooredoo.
Proposition: Unlock new revenue streams bridging both problems, by building a self-serve
Marketing Campaigns as a Service platform allowing SMBs to launch demographic and
location-based SMS and WhatsApp campaigns, powered by Ooredoo's anonymized customer data without
compromising subscriber privacy.
Business Case: Developed a Business Case based on market analysis, cost of opportunity,
regulatory constraints, MVP and sales forecast. Secured executive buy-in and approval to allocate resources.
Designed a pay-per-message model with a premium for advanced targeting capabilities, directly aligning
the pricing with the value proposition.
Regulatory and Privacy Clearance: This was the make-or-break risk for the product.
I led the analysis with Legal and Regulatory teams, mapped out compliance options with their trade-offs, and
presented a recommended path to executives, securing formal approval that set a precedent for all future
data monetization initiatives at Ooredoo.
Building Consent Infrastructure: Designed and drove implementation of consent capture
across high-traffic touchpoints including service order forms, retail digital signing screens, and
broad-scale communication campaign for existing subscribers, alongside new opt-out controls in the consumer
mobile app.
API Design: Defined the audience query layer as a parameterized API, giving the product
the flexibility to support new targeting dimensions without re-engineering the core flow. Defined data
contracts, filtering logic and error handling for APIs.
Privacy Constraints Design: Defined backend logic to protect the privacy of consumers
including guardrails for consent-flag filtering, preventing demographics disclosure and reverse-engineering,
and frequency capping at the subscriber level with automatic audience redistribution to protect subscriber
experience.
Solution Design: The underlying system required integrating five platforms (CRM,
data
warehouse, Bulk SMS gateway, Azure Communications for WhatsApp, and payment gateway). I designed
low-fidelity wireframes that abstracted all of into a clean five-step flow: select audience → write
message → choose channel → pay → launch.
Spend Control Feature: I also introduced a Campaign Spend Control feature, letting
SMBs
dynamically resize their target audience to
match their budget — directly addressing a key adoption barrier.
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Product Positioning: I reframed the offering from a commoditized "Bulk SMS" service to
a
value-added "Marketing Campaign as a Service" — developing the pricing model (pay-per-message with a
premium
for advanced targeting), sales narrative, and training for Sales and Customer Support teams.
Launched targeted awareness campaign to SMBs
Market Awareness: Worked with the Marketing team to design and execute a
multi-channel (social media, email, SMS, etc.) market awareness campaign to educate SMB customers
regarding the new offering. The campaign messages were tailored to engage specific vertical within SMB
(retail, hospitality, healthcare, etc).
Launch: The first month of the MCaaS launch provided overwhelming validation for the
strategy and success of the product. More than 50 SMB customers signed up for the service in the first
30
days, 20% of which launched campaigns more than once, generating $100K in revenue which exceeded
Business
Case 30 day forecast by 35%.
$100K
35% above 30 days target
MCaaS
First Data/API Monetization Platform
Precedent
For compliant consumer data monetization