Contextual Intelligence at Every Customer Touch Point
The telecommunications market has become increasingly data driven; it plays a central role and extends into all areas of people’s daily lives. Consumers and business customers alike are looking for services and applications that reflect their diverse and individual needs. Over-The-Top players (OTT) such as Facebook, Google, YouTube and so forth, are increasingly successful in winning the hearts, minds and wallets of customers, by offering the applications and services that meet customer needs ‘beyond connectivity’.
“Monetising the data” –topic has been hot for a while now in telecommunications and other enterprises. Monetisation in terms of growing the data traffic and revenue but also using the data for customer and network intelligence is a huge business opportunity and yet challenging to capture. We see data as a lever for the CSPs to connect emotionally with their customers at every touch point where they interact with their customers.
Such interaction include a specific, personalised campaign at the moment when the customer is most open for a new offering or a temporary capacity allocation for a heavy video upload need. Our consumer research, which we conducted in 12 countries across the globe by VansonBourne, December 2012 (will be launched prior to Mobile World Congress) , shows that nearly half of the consumers would be willing to pay for a temporary bandwidth boost or data consumption upgrade. Thus the potential is there and can be monetized by leveraging advanced and predictive analysis and automated decisions and actions to make and save money. In other words; by leveraging contextual intelligence at every touch point.
At Mobile World Congress we will discuss the topic in more details with concrete showcases. The business use case list is long, but we have chosen the ones, which on one hand can demonstrates quick business results and on the other, can help CPSs integrated their organizational teams.
- Analytically-enriched order orchestration
- Analytics-driven, predictive policy control
- Contextual Mobile Data Campaigning
- Using a Federated Model to “Make Inventory Work”
- Customer value driven network prioritization
“Pinpoint the right customers – or dilute margin”
Fredrik shares his analysis of advanced LTE markets – including the US – with focus on the impact LTE has on the profitability of leading service providers. Is there an monetization upside using analytics?
To book your seat send the meeting request with a specific reference to: “Right customers for LTE”. See you there!