Comptel recently hosted a focus group in Bangkok, Thailand, with attendees from fourteen communications service providers (CSPs) across ten different APAC countries. A multitude of topics were covered during the sessions, but the main thing on everyone’s mind seemed to be Big Data and analytics.
We surveyed attendees in the weeks leading up to our event—and the results seemed to reflect the same trends. With twenty-five respondents, 79 percent of which came from the Southeast Asia region, we got a sense of the issues facing CSPs today. We asked what IT, marketing and R&D leaders were currently focusing on, and one way or the other, it always seemed to come back to Big Data and analytics.
Here’s what our survey revealed:
1. Nearly three-quarters of CSPs say Big Data and analytics will have a big impact on their organizations
Whether CSPs are trying to better target customers or increase operational efficiency, it’s understood that they could benefit from Big Data. Although 71 percent agreed that Big Data and analytics will have a significant effect on their businesses going forward, only 58 percent said that Big Data was being used effectively.
Many CSPs could be in the same place as other businesses – data is being collected, but not being properly leveraged. New systems, processes and strategies need to be considered to truly turn all of that information into intelligence and the right actions. Only 16 percent of CSPs said that they had begun a Big Data initiative.
2. Almost nine out of ten CSPs believe integrating IT with marketing results in richer customer engagement
As we’ve said before, the future of marketing is networks, and the future of networks is marketing. Marketing campaigns at CSPs are becoming increasingly dependent on analytics and the technology that IT controls. At the same time, there’s more pressure on IT to become aligned with the broader goals of the business.
By breaking through the silos between those teams, CSPs can radically improve customer service, increase efficiency, ensure smart operations and realise many other business benefits.
3. 54 percent of CSPs say that their organization is undergoing changes
The landscape for CSPs is shifting, so it’s no surprise that more than half of survey respondents said that their businesses were undergoing some kind of change. A third said that their organizations had launched LTE services, many within the past six months, while 46 percent said that they were in the process of consolidating their OSS/BSS systems.
The ongoing changes may signal a search for more efficiency. Just 58 percent of respondents said that their networks and operations were efficient. A third said that the processes were “somewhat” efficient, and 8 percent said they were “inefficient.”
The Promise of Big Data and Analytics
One way or another, these three trends showcase the need for CSPs to find the right platforms to streamline their operations and bring marketing and IT together to reach the next level. Big Data and analytics are the key to this kind of success, but only if all of the pieces are in place and effectively working together.
Download the Full Survey