Amadeus has led a €5m (DKK38 million) first institutional round of expansion capital in Agillic Aps, a Danish company providing a real time, self-care and customer lifecycle management solution for communications service providers. Danish venture firm, Vaekstfonden, and Mike Frayne also participated in the round.

Communications service providers have built up large network-centric architectures designed for the mass delivery to subscribers of standard services, but fierce competition for subscribers is forcing the industry towards delivery of complex and customised market offerings, a move that requires a fundamentally different customer-centric design.

Agillic has built a new, integrated service platform, which overarches existing disparate data structures and delivers a single, coherent view of all customer data actions. In effect, this furnishes the service provider with a single interface for real time management of the entire customer lifecycle, from customer acquisition to personalised offerings and from cross selling to churn prevention programmes, while providing the customer with a completely integrated personal service.

Agillic, founded in 1999, has been self-funded to date. The company’s customers include some of the leading Nordic mobile and converged communication providers, who have experienced significant lift in ARPU, reduced churn and operating costs as a result of deploying the Agillic product. The new funding will be used to roll the service out internationally. The company intends to establish headquarters in London, while retaining operations in Denmark and has in related news recruited Mike Frayne, founder and former Executive Chairman of Intec Telecom, to become Chairman. 

Commenting on the investment, Jeppe Zink of Amadeus Capital Partners, who will be joining the Agillic Board, says: “The ability to deliver timely and personalised services has become the new battleground for communication service providers. Agillic is leveraging an innovative service architecture that allows operators to deliver the right service at the right time to the right customer without having to redesign large legacy IT infrastructures. Agillic’s ability to attract top executives from the industry to lead its international expansion is testament to its prospects.” 

Advisers on the transaction were: Kromann Reumert (legal) for Amadeus; Acsel (financial) and Hjerle, Gersted & Mogensen (legal) for Agillic.