It’s Applix for Pelephone’s 1.2 million subscribers
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Applix has agreed to supply Pelephone with its online analytical processing (OLAP) solution, iTM1 – for 1.2 million subscribers. Pelephone is Israel’s second-largest cellular network and handset supplier. Through its channel partner in Israel, Biconix, Applix will provide the business intelligence capability for insight and analysis of cellular customers’ usage activities. 

One of the most scalable OLAP products, Applix iTM1 will analyze customer profiles for over 1.2 million Pelephone subscribers.

“Applix iTM1, together with Biconix, was able to provide the expertise in designing large multidimensional systems that can help us consolidate and analyze data instantaneously, all in real time,” said Efraim Deutch, vice president, information systems, Pelephone. “This solution will provide our customers with optimal service and rate plans that they deserve. We will have a competitive advantage to foster real partnerships with our customers.”

Pelephone’s objective is to provide a unique service to its customer base, and key to growth in the market are competitive rates and service plans, tailored to the needs of each user. With iTM1, Pelephone will be able to understand subscribers’ usage and offer the most competitive, customized rate plan for each subscriber.

“Being proactive with customers’ needs is the only way forward,” commented Martin Richmond-Coggan, vice president, Applix. “In a customer-driven economy with unlimited choices, it is critical that companies have a real-time connection with their customers, ongoing insight to business activity, and the ability to take immediate action to revise, modify and deliver valuable service. Critical to Pelephone’s requirements is the ability to build and manage multi-million member dimensions, achieve very fast load times of large quantities of data and deliver calculated results within seconds.”
As part of the contract, Applix is developing a 64 bit processing architecture to enable iTM1 to handle large-volume data sets required for concurrent users to analyze Pelephone’s growing subscriber base. iTM1 holds all the data in RAM and performs the complex calculations on demand. By scaling to 64 bit processing, it will provide a platform for supporting larger quantities of RAM.

David Donin, president, Biconix International, said, “The negotiations with Pelephone Israel started six months ago. Pelephone’s management checked and thoroughly tested five OLAP systems, such as Microsoft OLAP, SAS, ORACLE and Applix/BICONIX and decided to purchase the OLAP solution, iTM1. Pelephone reached the conclusion that the iTM1 OLAP engine is the best solution for their needs, particularly as they have the technical support and know-how of Biconix’s team in Israel.”

Applix e-Business Solutions include Applix iEnterprise, and - an interactive, web-based community for the entire e-business value chain. Applix is headquartered in Westboro, Mass.
Pelephone pioneered Israel’s cellular communications revolution, resulting in one of the world’s highest market penetration of mobile phones. The company has introduced leading edge CDMA digital technology, under the brand name Next, which enables fast evolution to the W-CDMA, alongside NAMPS analog technology. 
During 2000 Pelephone will launch the country’s first mobile Internet service, Gonext. Sales reached $716 million in 1999 and the company has 1,800 employees. Pelephone has over 1.2 million subscribers and is a joint venture of Bezeq the Israel Telecommunications Corporation and Motorola (US).

Since 1995, Biconix has been an Applix iTM1 lead business partner and serves as the distributor of iTM1 Software products in Israel and the Middle East. The company provides OLAP solutions to companies from all industries including telecommunications, banking and finance, insurance, manufacturing, sales and marketing, utilities, as well as educational and non-profit sectors. 


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