Customer Stories

Airtel Customer 360: "Digital brain" for personalized customer engagement in real time

The results


transactions per second

5 9's



reduction in TCO


records processed per day
About the Company

Airtel is the world's fourth largest mobile network operator

Bharti Airtel Limited, also known as Airtel, has 440 million subscribers and operations in 18 countries across Asia and Africa. The company’s product offerings include 2G, 3G and 4G wireless services, mobile commerce, fixed line services, high speed home broadband, direct-to-home (DTH), and enterprise services including national and international long-distance services to carriers.

Airtel is also a trusted provider of information and communications technology (ICT) services, along with digital TV services. In addition to their telecom business, Airtel is also a successful bank, offering prepaid and postpaid phone services, online payment processing for utilities, and the ability to send money.


Deliver better customized experiences and services

With 1.3 billion potential customers in India alone, competition for customers is fierce. To reduce churn, Airtel knew it needed to provide a better customer experience.

Leverage customer information
Better understand individual customers and their needs via a Customer 360 initiative.
Collect and combine data sources from more channels to have a 360 degree view of multiple data sources including phone, messaging, emails, and voice.
Prevent churn while increasing average revenue per user (ARPU).

Requirements met with Aerospike

Airtel selected Aerospike to help them overcome significant technical challenges.

Consolidate data at scale at speed

Could take data from 350 million customers and bring it into one database at 40,000 TPS with sub-millisecond performance.

Deeper insight

Mine trillions of records with deep learning to understand customer activity and answer deeper questions.

Personalized experience

Understand what their customers were doing, what they wanted, and how and when they wanted it.

Customer 360

Every system in the ecosystem could query the database to ask information about the customer.

Solution areas


Benefits realized with Aerospike

Aerospike provided the ability to take data from 350 million customers across all channels and bring that into one database at a rate of more than 40,000 transactions per second with sub-millisecond performance to significantly improve reads and writes for the Airtel Digital Brain 360 solution.

90% TCO reduction

Moving from Oracle TimesTen to Aerospike resulted in a 90% reduction in total cost of ownership

Greater scalability

Airtel can process 100 billion+ records a day at a rate of 25K-40K transactions per second

Holistic customer view

Elimination of less siloed data allows Airtel to use historical data and real-time triggers to develop a better customer understanding

Resilient persistence

With bespoke enhancements, Aerospike enabled resilient persistence to prevent any data loss and realize 99.999% reliability

Additional resources

Learn more about Aerospike