IBM helps Three UK to drive business insights and an innovative experience for its customers 


London, UK –10 May 2012: IBM (NYSE:IBM) today announced it has signed a 5-year, £18 million agreement with the mobile operator, Three UK, to provide a business intelligence managed service and cross-channel marketing campaign management solution.  Using analytics technology designed to deliver deeper insight into trends throughout the entire customer base, Three UK will aim to build increased loyalty amongst its 8.2m customers by creating a more personalised and customer centric service.

Three UK will use IBM technologies, including Unica Campaign software delivered through IBM’s Smarter Commerce initiative, to gain a better understanding of what trends are driving customer usage. Three UK can then use this insight to make its marketing campaigns more effective.

 “Three UK is the UK’s fastest growing mobile network and our ambition is to grow our customer base rapidly whilst maintaining our position as a innovator in the mobile sector. A key part of this strategy is putting customer insight at the heart of everything we do by providing the right offers to the right customers at the right time”, said a Three UK spokesperson. “IBM software and services enable us to bring together business and IT to provide the information needed to inform decision making on products, services, stores, networks and marketing communications.”

The IBM solution can help Three UK move beyond simple forecasting by enabling it to predict how certain products and services will resonate with a specific customer demographic. The new solution is designed to allow Three UK to run multiple, concurrent marketing campaigns which will assist in its goal to double its customer base within the next few years.

“In an increasingly competitive environment, there are new opportunities to differentiate the customer experience and to grow loyalty and profitability”, said Jon O’Donnell, Business Analytics and Optimisation leader, IBM Global Business Services, UK and Ireland. “IBM will help Three UK to make a step change in innovation in the market by providing customers with offers and services that meet their specific needs and in a personalised and consistent manner via whatever communication channel they prefer.”

IBM will provide consulting services for the design, build and test of the solution which uses IBM Unica Campaign software, delivered through IBM’s Smarter Commerce initiative.  Also provided is a full managed service of the system including helpdesk support.

The contract was signed in January 2012 and the full managed service formally commenced on 1st April 2012.  


About Three UK

Three UK is a communications company focused on bringing the benefits of the internet to mobile communications. We offer attractive pricing and give our customers the widest choice of ways to stay connected. To do this we’ve built an award-winning high-speed mobile broadband network. Three UK is a member of the HWL group of companies, which include 3G operations in Austria, Denmark, Hong Kong, Ireland, Italy, Macau and Sweden.

Three facts about Three:

– Three launched the UK’s first 3G high-speed mobile network offering national coverage for calls and texts, and has more than 97.5% population coverage for mobile internet services.1

– Three is the fastest growing network in the UK.2

– Three took first place in 6 out of 10 categories in the most recent YouGov 3G Tablet Survey, and took top spot for 6 out of the 7 data categories in the most recent YouGov iPhone survey. Three is also came first in the most recent uSwitch Best Network awards. For more info visit  

1 2 Source:



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