04 · 360° Marketing
Opratel acquisition engine · live
A telco-specific GTM, built to pay for itself.
A telco-native marketing funnel across fixed and variable, owned and paid, prepaid and postpaid. We are on the hook for the ROI numbers — blended CAC, activation, LTV payback — typically in the black by month three.
4flows
Subscription paths
2-click · PIN+HE · PIN · External.
58channels
Fixed + Variable
Owned, earned, paid mix.
$109blended
Blended CAC
Mid-funnel, playable-first.
70/20/10
Budget split
Core · experimental · opportunity.
User acquisition
Brand & Direct.
01 · Funnel anatomy
From 19M impressions · to sub
From impression
to first charge.
Four stages, each with its own CPA, creative lever and telco-data signal. Top-of-funnel is plentiful and cheap; the drop is at conversion. Every cohort exits the funnel with a payback model attached: blended $109 CAC on the best unit, LTV payback by month 3, and a direct line from creative back to first charge.
Stage 01TOP
19.4M
Impressions / month
Awareness
Playable, video and programmatic display across Google DV360, Meta, TikTok, Twitter. Affinity + lookalike + custom audiences.
- $8 blended CPM
- CTR 0.45%, 87k LPVs
- Creative split: 70% video / 30% playable
Stage 02MID
87k
Landing pageviews
Intent
Landing pages are real-time, no code-push. Per-cohort variants: prepaid vs postpaid, 5G vs broadband, retail vs digital.
- Continuous A/B · daily winners
- Header-enrichment resolves MSISDN
- Cohort routing via telco DMP
Stage 03BOTTOM
698
Top-funnel subs / mo
Conversion
Subscription via Opratel's 2-click, PIN+HE, PIN, external flows. Best-performer pushed to 80% of traffic by week 4.
- Avg CAC $216 · top-funnel
- 2-click: 5–7% CR, $0.70 payout
- Auto-fallback for WiFi users
Stage 04MID+BOT
998
Retargeted subs / mo
Retarget + close
Custom audiences, purchase-intent, activity signals. TikTok playables close the final metre; CAC drops to $53 on best unit.
- Blended CAC $109
- Tiktok playable 1.65% CR
- CRM triggers handle grace period
TOTAL · 1,696 paid subs per month at blended $163 CAC, before own-media & retail bundles.
30.2M
Impressions
Impressions
$259k
Monthly media
Monthly media
0.58%
Blended CR
Blended CR
02 · Marketing mix
Fixed + Variable
Two engines.
One dashboard.
Fixed media is the operator's own inventory: SMS, push, STB takeover, in-app, splash screens. It scales for free. Variable media is paid: Google, Meta, TikTok, programmatic. Both are optimised off the same first-party telco DMP, which is the thing competitors can't copy.
Fixed · owned + earned
Zero-cost reach.
94.2M impressions · 62k subs / month · 11 channels
Email / Newsletter1,875 / mo
Push notif.7,500 / mo
STB takeoverIn-menu
SMS targeted750 / mo
Satellite push625 / mo
In-app notif.10,000 / mo
Thumbnail banner37,500 / mo
Splash screen2,250 / mo
Social · owned1,200 / mo
Variable · paid
Pay to compound.
30.2M impressions · 1,696 subs / month · $259k spend
Google SearchCAC $91
DV360 VideoCAC $252
Meta · storiesCAC $213
TikTok in-feedCAC $134
TikTok playableCAC $53
ProgrammaticCAC $189
Affiliate CPARev-share
Twitter videoCAC $402
Snap · ARCAC $—
Variable budget split · 70/20/10
Scale what works
Moderate-risk tests
Reactive & PR
Telco DMP linkage · why it matters
Once the telco DMP is wired, we segment on MSISDN-level data: pre/post-paid, 5G user, STB household, VAS buyer. A case study inside Opratel shows cost-per-acquisition dropping 23% when untargeted campaigns became telco-cohort-only.
03 · Subscription flows
Four paths · best one picked per market
Four flows.
We rank them in week one.
Every operator has a different mix of header-enrichment, DCB integration, USSD, and WiFi traffic. We run all four flows in parallel, then route traffic to the one that prints money. Benchmarks below are live from current Opratel operations.
★ Best-in-class
Flow 01
Two-click
Landing → HE → confirm
LP
→
HE
→
✓
CR5–7%
Payout$0.70
Daily subs600
Live · operator in Chile
Secure
Flow 02
PIN + HE
Landing → HE → OTP → confirm
LP
→
HE
→
PIN
→
✓
CR3–5%
Payout$1.00
Daily subs400
Live · operator in Chile
WiFi fallback
Flow 03
PIN only
Landing → phone → OTP → confirm
LP
→
PH#
→
PIN
→
✓
CR2–3%
Payout$1.50
Daily subs150
Live · operator in Paraguay
Low-tech
Flow 04
External / USSD
Landing → phone → SMS/USSD → confirm
LP
→
PH#
→
SMS
→
CTA
CR1–2%
Payout$3.00
Daily subs100
Live · operator in Costa Rica
04b · Gen Z · BTL acquisition
Meet them where they are
Gen Z doesn't
just log on.
They show up.
The 15–24 cohort has a 42% lower CTR on paid media than the market average, but over-indexes on IRL play, squad moments and creator drops. So we don't chase them through a feed — we meet them where they already hang out: the mall tournament, the cafe's play-pod, the flagship store's rig, the campus drop. Four places we already own, wired to one CRM. Illustrative figures.
Brand · TVC “like” Heroes
— Hero spot —
The technology is the means. The feeling is the point.
TV Production Value
Social, Digital & Preroll placements
Brand · Experiential
Brand · Merch Drop
Gen Z channel mix · reach share & sub contribution
38%
Mall tournamentsSiam Paragon · MBK · CentralwOrld
Qualifier weekends. On-site sub activation via QR.
REACH / MO~520k
SUB CVR6.8%
CAC$39
24%
Campus & eventsUni fests · esports club drops
Can giveaways, squad sign-ups, merch drops at rush week.
REACH / MO~310k
SUB CVR4.4%
CAC$28
22%
TrueShop / TrueCoffeeOwn-store play pods
Always-on. Sim pods + latte-bundles. High intent at point-of-play.
REACH / MO~240k
SUB CVR11.2%
CAC$31
16%
7-Eleven + TikTokCan seeding · creator cuts
Can as media. Creators unbox on TikTok; QR on base links to Game Hub.
REACH / MO~1.1M
SUB CVR2.1%
CAC$22
Blended Gen Z CAC · $31 · 62% of first-session plays within 48h
Source: ops dashboard · 90d rolling · illustrative
04 · Retail bundle engine
18-week onboarding · store-to-shelf
From discovery to
walks-out-working.
Retail is the other growth engine — gamepad + 5G + content bundled at the shelf, walked out of the store working. Our 18-week onboarding template takes the operator from discovery to in-store launch with planograms, employee spiffs and PR locked.
Week 1–3Discovery & planning
Week 4–6Employee training
Week 7–10Operations & logistics
Week 11–14PR & demand gen
Week 15–18Launch
Art of the possible
Ops + Commercial
- Operator discovery meeting
- Business plan, bundles, economics
- KPIs + monthly sales targets
- Promo calendar drafted
Team + spiffs
Sales enablement
- Retail staff training
- Incentives & spiff structure
- Employee purchase program
- "Gaming champion" programme
Ship + shelf
Logistics + marketing
- Controllers to DC & stores
- Landing pages approved
- Planogram set across stores
- Digital + in-store collateral
Awareness
PR + paid media
- Earned media · press
- Paid campaigns go live
- POP-ups · malls + universities
- Foot-traffic campaigns
Go live
All hands
- Bundle on shelves
- In-store demo stations
- Self-looping video on TVs
- First reporting cycle
Bundle Aprepaid · entry
Controller monthly
$15/mo
S5 gamepad + 5G data + Blacknut. No contract.
DigitalRetailMall kiosk
Bundle Bpostpaid · contract
1-year plan
$350total
1 month free gaming · Macquarie-financed gamepad.
RetailDoor-to-doorCRM
Bundle C · ★ flagshipbest ARR / store
2-year plan
$350 · 24mo
67k+ annual gross, best ARR per store, repeat cohort.
RetailSTB menuCRM win-backPR
Bundle Dbroadband household
STB + broadband
2yr broadband
Gamepad + STB + fibre + Blacknut. Whole-home.
Broadband upsellAgent salesSTB
05 · Live-ops calendar
12-month beat sheet
A marketing calendar,
locked
12 months out.
Each month has a tentpole title release, an always-on CRM beat, and a paid push. Operator marketing teams get the calendar a full quarter ahead of lockup so local media buying, PR and retail planograms all move in sync with the catalogue.
Q1 · JanFebMar
Q2 · AprMayJun
Q3 · JulAugSep
Q4 · OctNovDec
ACQUISITIONPaid media · playable
NY · 2-click scale-up
TikTok playable wave
Back-to-school
Black Fri · holiday push
LAUNCH TIE-INDay-and-date AAA
Tomb Raider · Apr 14
Mafia · May 22
Judas · Aug
FFVII · Nov 7
RETENTIONCRM · lifecycle
Always-on CRM · onboarding → grace period → upsell
WIN-BACKRetarget + promo
Valentine's co-op
Summer re-engage
Back-to-school II
Holiday re-activate
RETAIL + PRStores · earned media
Q1 · New-year bundle
Q2 · Gamepad promo
Q3 · Mall pop-ups
Q4 · Holiday retail
Acquisition
Launch tie-in
Retention
Win-back
Retail + PR
06 · Shared dashboards
Operator + Radian Arc · one source
Demand that
talks back to infra.
The marketing dashboard feeds demand prediction into the GPU capacity dashboard: fixed impressions × CR + paid impressions × CR − churn = new CCU. Infra scales before traffic arrives, not after.
Telco revenue · liveUpdated 2m ago
$31.2kRevenue · this month+14.3% vs last
5,600Active subs+248 week-over-week
6.1%Churn · monthly−0.3pp vs last
$7.42ARPU+$0.18 vs last
GPU POPs · capacityForecast 90d
MumbaiPOP 01
88/128 CCU
BangkokPOP 02
76/128 CCU
Kuala LumpurPOP 03
44/128 CCU
SingaporePOP 04
100/128 CCU
JakartaPOP 05
58/128 CCU
RiyadhPOP 06
82/128 CCU
Marketing · input
Impressions × CR
Fixed + variable media
→
Demand · computed
New subs, 90d
Minus churn
→
Infra · action
Pre-provision CCU
AMD rack capacity
→
Feedback
Uptime ↑ · CAC ↓
Clean loop
07 · Next step
Stop staffing agencies.
Plug in an actual growth engine.
Radian Arc runs the growth engine end-to-end. The operator brings inventory, subscribers and billing rails — we bring the playbook, the creative, the media plan, the dashboards and the SLAs.
Week 1
Discovery + DMP link
Audit telco inventory, link DMP, map cohorts, pick starter flow.
Week 2–4
Pilot + landing pages
Launch 2 flows in parallel, A/B daily, hit 0.5% blended CR.
Week 5–12
Scale + retail
70/20/10 budget lock, retail onboarding kicks off, CRM goes live.
Quarter 2
Compound
Full calendar locked, demand prediction feeding infra, KPIs quarterly.
RRadian Arc
Headquarters
Radian Arc Pty Ltd
283 Rokeby Road, SubiacoWestern Australia 6008
General inquiries
info@radianarc.io
Catalog & Distribution partner
Lumin 8
10 FL, True Digital Park101 Sukhumvit Rd, Bang Chak
Phra Khanong, Bangkok 10260
Partner site
lumin8.tech ↗
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