INTELLIGENT BRANDS // Mobile Technology
The telecommunications industry is made
up of different types of companies from
satellite, Internet and mobile to cable TV
providers offering similar packages.
If CSPs want to stand out from the
business crowd and be associated with
modern and innovative brands they need
analytics to make better decisions about
the direction of their business. In the client-
centric world customer experience matters
more than ever and ensuring customer
loyalty is a challenge.
Quality of service becomes the most
important KPI (key performance indicator)
whether we consider network quality,
customer care or quality of content.
Analytics in action
Applying analytics to huge volume of data
helps telecom operators to achieve timely
and accurate insights about their customers,
networks and operations for improved
decision making.
Companies use analytics to increase sales,
maximise revenue and decrease operational
costs, analyse customer loyalty and
satisfaction, reduce churn and fraud and
improve risk management.
Analytics provide an understanding of
customers’ needs, behaviour and journey
across channels, as well as their preferences
and trends in content consumption. These
insights can then be used to improve
interactions, optimise shopping paths and
prepare valuable premium services.
These can happen in real time, capitalising
on customer context, triggering the right
action in the right place at the right
time. Analytics provide insights into
internal processes, core operations and
infrastructure upgrades.
THE ENORMOUS
VOLUME OF
DATA THAT IS
COLLECTED FROM
TELCO CONSUMERS
CAN BE USED
TO OPTIMISE
NETWORK
PERFORMANCE
AND THE
CUSTOMER
EXPERIENCE.
What is still to come?
It allows estimates of network demand,
predictions of service interruptions before
they happen, optimisation performance
and guiding accurate capacity planning to
maintain high service availability.
Analytics offers CSPs an opportunity to
develop innovative services and new
revenue streams.
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INTELLIGENTCIO
The telco business is constantly evolving. The
introduction of a faster 5G network, which is
expected to guarantee stabilisation and less
latency, will surely create new opportunities
for telecommunication companies. As a
result of acceleration of data transmission
the demand for additional infotainment
services will grow.
Multi-play vendors providing packages
of different services will be in a privileged
position. SAS experts predict that in
the upcoming years we will observe
consolidation of telecommunication
infrastructure vendors, oriented on widening
of the offer portfolio.
Since mobile phones are not only for
making phone calls anymore, Internet data
packages becomes as important as minute
and SMS packages.
Increasing consumption of content from
VOD and streaming portals will drive massive
Internet usage.
Technologies such as artificial intelligence
will enable further automatisation and
robotisation of client services, providing
personalised content for a specific customer
in fully autonomous way.
All those processes will need support from
analytics teams. The information coming
from massive infotainment environment
needs to be processed and analysed in
order to create valuable offers for clients
and enable the building of long-lasting
relationships with the brand.
The information coming from the network
needs to be processed in real time in order to
prioritise available assets and secure superior
customer experience. n
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