DATA MASS CUSTOMIZATION IDENTIFYING SEGMENTS FOR IMPROVED DATA PENETRATION CASE STUDY DATA USERS INCREASING BUT DATA PENETRATION IS FLAT. PACK PENETRATION AT POINT OF SALE AT 18% VS 42% COMPARED TO EXISTING BASE. DISPLACEMENT LOSS VERY HIGH IN HVC/UHVC DATA USERS. DATA BELL CURVES SHOW DISTRIBUTION OF USERS ACROSS USAGE BANDS BASED ON BEHAVIOUR ANALYSIS 7 DIFFERENT SEGMENTS ARE IDENTIFIED FOR INCREASING DATA PENETRATION HIGH SKEW IN BOTH ENDS OF THE SPECTRUM PENETRATION ON ONE AND USAGE DEPENDENCY IN THE OTHER DATA USAGE SLABS LESS THAN 3 MONTHS = 11% | MORE THAN 3 MONTHS = 89% TENURE 10% OF SUBS WITH 41% OF USAGE AVG USAGE IN THIS SLAB AT 4GB  POSSIBLE MISUSE, NEED TO MANAGE PROFITABILITY DATA RIGHT SKEW IN PACK FOR 2 MONTHS = 14% | NOT IN PACK FOR 2 MONTHS = 76%

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