The Moment of Truth: Identifying Data’s Peak Point of Value

Posted: May 4th, 2015 | Author: | Filed under: Industry Insights | Tags: , , , | Comments Off on The Moment of Truth: Identifying Data’s Peak Point of Value

What could be more frustrating than learning you missed a great opportunity simply because you didn’t have the information you needed in time? Many operators today miss such opportunities every minute either because their data is too old to be relevant any longer, or their systems are too slow to react to new data in-the-moment.

Given the nature of buying digital services today, information ages fast. Learning about your customers’ needs and preferences hours or even minutes later may be too late to engage their peak interest. Instead, digital and communications services providers need to be able to capture, process and draw insights from data, so they can act on it at the point of its peak value – the moment it is created.

This issue was at the heart of a recent Comptel webinar, “Data Refinery: The Facility for Intelligent Fast Data.” I was joined by Tero Lindholm, senior product manager at Comptel, to provide an overview of the challenges at hand for operators who want to make the most of data and digital buying opportunities.

Those opportunities are the result of a “perfect storm” in telco. On the demand side, a huge number of devices and apps are flooding the market, all of which are being consumed by Generation Cloud – those digital natives who want services on their terms and who play by their own rules.

On the infrastructure side, advancements in technology – from hyper-fast digital connections via 4G, 5G and fixed broadband, to the ongoing virtualisation of network resources, to the explosion of Big Data – require operators’ immediate attention.

At the convergence of these trends is a need for operators to re-write their existing service approach to match a new telecommunications reality. You need to bring new solutions to market in a new way that captures the interest of Generation Cloud, which is resistant to mass marketing, inflexible agreements and limited contracts. You also need to improve the underlying technology you use to support these new solutions, and ensure that as a digital and communications service provider, you are able to operate at a new speed of business.

One important component to this is data. With the right data in the right context, operators have the power to address consumers’ individual desires and needs.

But, as we suggest in the example above, data is only valuable if it is recent. Given the rapid-fire way Generation Cloud evaluates and purchases digital services, you need solutions that enable you to collect usage data from any source, enrich it with contextual information and analyse it in the moment for instant, real-time application in the form of immediate actions.

All of that needs to happen automatically, supported by embedded, machine-learning capabilities that allow your systems to more intelligently interpret data as time goes on. How do you do it?

Tero explains the Comptel Data Refinery solution in-depth in this webinar, and also highlights four practical cases in which Comptel customers applied the Data Refinery in a way to bring new innovative solutions to market faster than ever before.

Get the full story on the value of Intelligent Fast Data and having a Data Refinery to process it all. Click to replay our free webinar, “Data Refinery: The Facility for Intelligent Fast Data.”


Tero Lindholm, Senior Product Manager, Comptel

Malla Poikela, Head of Marketing, Intelligent Data, Comptel

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