Analytics, Big Data Becoming Key To Telcos’ Strategy
Ever since mobile number portability ( MNP), a facility which allows subscribers to retain their numbers despite switching operators came into focus in India, customer retention has become a key imperative for telecom service operators, such as Vodafone India, Idea Cellular and Bharti Airtel. Amid such intense competition among telcos and growing mobile phone penetration, there is a growing market for next-generation analytics in India, according to US-based analytics solutions and applications provider Teradata.
The report said that carriers with increasing consumer focus require next-generation analytics to unify data from both the traditional and Big Data environments and transform it into meaningful insights. This helps them understand how subscribers are consuming their services and in turn how they can improve their marketing tactics for upselling, customer retention and loyalty.
“With rising teledensity, ensuing competition and falling average revenue-per-user, telcos will have to look beyond transactional data and focus on the customer interactions, connections and satisfaction throughout the customer journey,” Teradata India Managing Director Sunil Jose said in a report first published by ET.
Teradata that has recently acquired Think Big Analytics to strengthen its Big Data consulting portfolio. The acquisition would help the company offer solutions in integrated marketing, multi-channel campaign management, finance and performance management, and data mining and governance across sectors.
The report said that the huge growth in the volume of data, next-generation analytics provide the ability to capture new information from the Web, geographic locations, social communities, smart devices and more. As the wealth of data includes real-time inputs, predictive analysis can also be in real time, thus helping mobile phone operators to better customize their offerings to users.
According to Jose, the ability to systematically analyze data, both structured and unstructured, represents a new world of exploration open to mobile network operators. New tools provide deeper insights into voice and data usage. In such a scenario, he mentioned that telecom service providers must find a way to know more about their customers so they can improve the customer experience, deliver new products and services, and monetize their data and infrastructure while reducing costs.
The competition will continue to grow intense. TRAI has mentioned in its recent report, said that 2.39 million subscribers in the month of June 2014 had sought a change of service provider. Out of nearly 800 million active subscribers, a total of 123.87 million have submitted their request to port out to different operators since the facility was introduced.
Vodafone India for example, which added 13.68-lakh new customers in July said it has aligned processes to provide a “differentiated customer experience” along with infrastructure, and keep the customer first in all they do. Likewise, Idea cellular, which added over 11 lakh new susbscribers said that have next generation business analytics tool suite that helps them understand customers better, and design customized products and services suited for their needs.
The ET report mentioned that Aircel is one of the two key telecom operators that Teradata is engaging with on next-generation analytics in India. Based on various parameters such as usage pattern and location and customer interactions, the telco generates real-time data to improve its service offerings campaigns.
“With integrated Big Data approach, we are now able to provide our telecom customers a holistic view that helps to gain the fullest understanding of consumer interactions, intent and value possible,” Airtel quoted in the report.
Telcos are not only looking for insights from analytics big data, but are looking to power multi-channel targeting and personalization, by enabling complex analysis that combine inputs from the structured and unstructured data sources. In other words, service operators are leveraging Big Data for predicting customer lifetime value based on the marketing initiatives, which telcos are used to design and deploy customized plans.
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