Ignoring large data carriers will lose a lot of profit opportunities

According to foreign media reports, Ovum, a market research institute, has said that predicting and reducing customer churn, increasing user loyalty, value-added and cross-selling products and personalized services are all key areas where telecom operators can use large data to analyze business interests. However, the operator has not yet made good use of it, one of the main reasons is the traditional stumbling block telecom operators of the organizational structure and data structure.

Ovum, in its latest survey of how telecom operators make use of customer data, found that a successful implementation of a large data analysis project required flexible business structure and logic, rather than a silo-style structure defined by a network domain, with human constraints (i.e. internal politics). In addition, to be successful, telecom operators need larger data centers and learn from more streamlined and flexible data analysis models (a model that is currently being used widely by OTT service operators). Only if this problem is solved can telecom operators benefit from increasing network capacity, variety, speed and value, as well as user and business data, which they collect as part of their business.

"The increasing number of smart terminals and services has led to a significant increase in interaction between customers ' telecommunications operators," said Clare Macasi, Ovum's telecommunications operations director. This is the result of a variety of channels and forces telecoms operators to strengthen their focus. Therefore, the timely excavation of a larger number of types of more data is becoming a strong competitive advantage of telecommunications operators. ”

However, the study shows that many telecom operators still lack the necessary data management and internal analysis skills to make the most of their data. Affected by market demand for data specialists and a shortage of talent, this area is ready for vendor support, whether it be a pre-integration solution or a managed service. Telecom operators generally use one of four sources to obtain the required large data analysis, including their existing BSS suppliers, reliable IT vendors, telecommunications analysts or current network equipment vendors. Each source has unique capabilities and advantages and occupies a place in the scramble for a large data analysis market (ovum expects its value to reach $7.7 billion trillion in 2018).

"For telecoms operators, changing entrenched business models and business processes is a daunting task, and many of them are not fully aware of where the change will take them," he concludes. Therefore, choosing a business Intelligence analytics solution and partner will be one of the most important strategic decisions they face in the coming year. ”

(Responsible editor: The good of the Legacy)