They could predict and reducing churn, promoting loyalty, upselling and cross-selling offers, and personalizing services, an Ovum report said. In new research investigating how telcos can make cash out of customer data, Ovum reveals that a well-executed Big Data analytics project requires flexible business structures and logical processes.
However in the telcos they been defined by the network domains. Telcos need to become more data-centric and take lessons from the leaner and more agile data analytics models that are currently being pursued by over-the-top operators. Clare McCarthy, head of Ovum’s Telco Operations practice said that increase of smart devices and services has led to a considerable increase in the number of customer–telco interactions.
“This is happening through multiple channels, which is forcing telcos to sharpen their focus,” she said. “As a result, mining a greater volume and variety of data, and doing so in realtime, is becoming a powerful competitive advantage for telcos.”
But too many telcos still lack the necessary data management and analytics skills in-house to make their data work for them