Overview
Catalyst
Summary
Big data increasingly important in competitive marketplace
BDA to play increasingly important role in helping service providers address challenges of today’s marketplace
Global telecom services increasingly commoditized and competitive, customers value experiences more
Telecoms operators typically work with top vendors and service providers when implementing BDA
Regulation and privacy legislation are key issues, particularly when selling data externally
Churn reduction driving BDA, investment & results mixed as challenges remain
Survey of participants in BDA in the telecoms sector shows different stages of implementation
A number of factors drive telecoms operators to implement BDA but customer satisfaction/churn reduction most important
Level of investment in BDA and operational structure vary
There are a number of perceived challenges to BDA implementation
Customer satisfaction improvements the key perceived benefit for operators when implementing BDA
Reasonable levels of satisfaction achieved across a range of measures
BDA operator/suppliers survey: Key insights
BDA operator/suppliers survey: Challenges to BDA implementation
Ways to address BDA implementation challenges
Telco BDA strategies, investments & example use cases
AT&T has a long tradition of groundbreaking research and development and BDA now plays a central role in this effort
Service improvements have been achieved
AT&T analyzing traffic patterns in bid to enhance network
Orange is leading the way in harnessing BDA to monetize data, impressive given European data privacy laws
Transport
Tourism
Trade & distribution
Flux Vision counts more than businesses and communities as customers
SingTel's BDA initiatives focus on improving customer insights in a retail setting
SingTel has boosted its efforts via partnerships
SingTel has earmarked significant funds to invest in analytics-driven initiatives involving advertising, mobile video, cyber security and smart cities
Through M&A and partnerships Telefónica has demonstrated a commitment to embrace BDA
Mergers & Acquisitions
Telefonica investing significant funds
BDA use cases in the telecoms environment
Fraud detection less popular use case for BDA implementation than others, but an important application nonetheless
Using analytics to improve customer satisfaction can result in additional revenue opportunities
Some BDA providers harnessing technology to provide services their customers can use to service their own
Conclusions
BDA will play a major role in helping operators differentiate themselves
Successful implementations of BDA requires operators to change their traditional internal culture
A vast array of companies are involved in the BDA market
Customer satisfaction / churn reduction is the most important driver of BDA implementations
Cultural change needed
Operators need to recognize that BDA can play a role in helping them survive while others fail
Focus on data privacy and security is increasingly crucial
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