Airtel Digital
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Airtel Digital

The Teams at the Airtel X Labs

Connecting People and Enriching Lives

At Airtel X Labs, our work is fundamentally transforming the way people communicate and the way businesses operate. Since our early days in the mobile era, Airtel has worked relentlessly to break down communication barriers. Our focus, however, has remained: deliver solutions that truly enrich the lives of our customers. Meet the team that makes it possible.

Airtel’s “Galaxy Scale”

We generate 100’s of trillions of records annually from calls, network, apps, IoT devices, phones, GPS and more. Very few entities in India, or globally, come even within a (lower) orders of magnitude of this volume of data. The data is protected under “Bharti airtel Information Privacy Policy (BIPP)” which is in alignment with the Information Technology (IT) Rules 2011 and best practices of GDPR regulation.

The “Galaxy Scale” Infra

The approach to solving critical business problems for Airtel is similar to creating 3-layered cake. We need to understand, measure and maximize Personalization for every customer, engaging them in an Omnichannel environment with Recommended services and offers. To maximize customer engagement and happiness and to minimize churn, we continuously optimize our Intelligent network. Multiple teams such as Growth, Product Engineering, Data Intelligence, IoT and Experience Design work closely with Product Management and Product Engineering to develop world class products that entertain and inform, connect devices to the internet, and enable businesses to securely harness the power of their data.

The Growth team at Airtel X Labs drives user retention, acquisitions, and revenue by optimizing Airtel’s products and inventing high-impact marketing channels. For example, the growth team built the Airtel Online Store to enable customers to buy premium devices with instant credit verification and approval, and secure plans — all with a few clicks.

The “India Class” Problems

The Digital Intelligence team works across the company to process high volumes of data, create micro-targeting marketing campaigns, improve personalization and optimization, ensure revenue, and generate reporting and analytics. The platform triggers insights from activities of 400+ million customers.

The Data Science team runs over million trillion (10¹⁸) computes on some of its most complex models

These are some of the key problem the data science team solves at X Labs.

  • Identity Disambiguation: Being able to identify customers uniquely across the LOBs has significant implications on how we value them and serve them across all touch points such as contact center, stores, etc.
  • Interest and Affinity: discovering the interests and affinities of our customers with a high degree of accuracy allows us to create models for the population, as well as design and develop A/B tests customers
  • Behavioural Prediction and Recommendation Engines: The behavioural predictions form the foundation of products and services recommendation engine — device upgrade, cross-sell , etc.
  • NLP: Solving vernacular NLP problems paves the way for creating an advanced conversation engine which supports state, context and multi-turn dialogue — driving cost reductions and delivering customer delight

Building World Class Products

At its core, the Product team ensures that Airtel retains its competitive edge in a rapidly-evolving digital landscape. From customer experience and online experience to data services and incubations, the team’s focus is to innovate, personalize and differentiate the Airtel experience. This team forms the basis of all innovations in design and experience — across products such as My Airtel App, Wynk, Airtel Payments Bank et al.

Every single meter of optical fibre we install and over a million assets are actively managed through mobile products developed by the Product Engineering team

In addition to building products, Airtel X Labs is focused on improving connectivity through IoT. This team spans automotive automation, movable assets, smart energy and smart cities.

The Passion for Contents

Wynk is not merely a company, but are inspired, passionate, curious and empathetic group of people that want to push the boundaries of technology for the greatest cause they pursue — entertainment. Ranked consistently as the top music app across play-stores in India, Wynk platform carries 6 million songs in 14 language. It has a highly engaged user base; an average user spends 450 minutes on the app every month.

At the Core of it all: People and Values

The core of success at X Labs is our people. We have a strong group of product gurus, engineers, data scientists, experience/ interface designers and industry experts from around the world. Our team members have previously worked at Facebook, Microsoft, Amazon, Flipkart, Walmart Labs, Nokia, and startups in India and abroad. They are also graduates of leading global institutions — Indian Institute of Technology, Indian Institute of Science, Indian Statistical Institute, Massachusetts Institute of Technology, and the Wharton School at the University of Pennsylvania, to name a few.

Impact at Scale, Solving Complex Problems, Living the Startup life within one of India’s top brands — Airtel X Labs is an inspirational place to be.

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Dr. Santanu Bhattacharya

Dr. Santanu Bhattacharya

Chief Data Scientist at Airtel, Prof/Scholar at IISc & MIT, worked for NASA and Facebook, built start-ups, and future settler for Mars & Tatooine