Turning Device Intelligence into Customer Intelligence

A leading mobile device manufacturer used RESUL to transform device activation signals into a rich customer intelligence foundation, enabling more relevant engagement, stronger loyalty, and measurable business growth.

Customer
Leading global mobile device manufacturer
Scale
685M+ subscriber base · 150+ customer attributes per profile
$584M+
In attributed revenue contribution
The Challenge

They Had Device Data but Lacked a Complete Customer View

Who upgrades every year? Who stays loyal? Who switched to a competitor? The answers lived across activation systems, dealer networks, loyalty programs, support, and purchase data—disconnected.

Devices, Not People

The brand could see device activations, but not the people using those devices.

Signals Scattered

Activation systems, dealers, loyalty, support, and purchase data each held a piece.

Broad, Not Personal

Without a unified view, customer engagement stayed broad, struggling to improve loyalty, upgrades, or win-backs.

The Solution

From Device Signals to One Customer Intelligence Layer

Connect the Signals

Starting with activation and subscriber data, connect product, purchase, dealer, support, loyalty, and behavioral data into one intelligence layer.

Build Richer Profiles

150+ attributes per profile (e.g., device ownership, usage, upgrade cycle, dealer affinity, loyalty, engagement behavior).

Understand Upgrade Behavior

Identify patterns among early adopters, loyal customers, and online shoppers to identify who's likely to upgrade, switch, or stay.

Continuously Improve

27+ customer hypotheses tested and validated to refine segmentation, personalization, retention, upgrade, and win-back.

The Shift

From Device Intelligence to Customer Intelligence

Before RESUL

Device Data, Broad Reach

  • See device activations, not the people behind them
  • Signals siloed across activation, dealers, loyalty, support
  • Engagement broad, not personalized
  • Hard to lift loyalty, upgrades, or win-backs
With RESUL

Customer Intelligence

  • 150+ attributes per unified customer profile
  • Know who upgrades, switches, or stays
  • Upgrade, loyalty & win-back journeys by segment
  • $584M+ in revenue contribution
VS
What It Enabled

Device Signals, Turned into Customer Moves

Upgrade Prediction

Predict upgrade propensity and drive upgrade campaigns.

Loyalty Lifecycle

Engage loyal customers across the full lifecycle.

Competitor Win-Back

Win back customers who switched away.

Lifecycle Segmentation

Segment by device lifecycle stage.

Early-Adopter ID

Identify early adopters for flagship launches.

Dealer Affinity

Insights into dealer and channel affinity.

Profile Enrichment

Enrich profiles with product and behavioral data.

Omnichannel Engagement

Coordinate engagement across every channel.

Results

From Device Intelligence to Customer Intelligence

65%
Incremental conversions
80%
Incremental upgrades
41%
Incremental win-backs
150+
Customer attributes mapped
27+
Customer hypotheses validated
The Breakthrough

Device activations became a window into the customer—who upgrades, who stays, and who's about to switch.

Customer Intelligence · Built from Device Signals
Under The Hood

What Powered It

Customer Data Platform Identity Resolution Smart Duo Audience Segmentation Omnichannel Orchestration Propensity Modeling Attribution & Analytics

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