Como nunca antes, los ejecutivos de telcom necesitan obtener una visión rápida de la información financiera, de uso y de los clientes con la creciente penetración de los teléfonos inteligentes y la expansión de las redes sociales en nuestra vida cotidiana. La erosión del margen en un mercado altamente competitivo y comercial donde se requieren grandes inversiones de capital para alimentar el hambre de ancho de banda y conectividad requiere análisis avanzados para identificar nuevas fuentes de ingresos y garantizar la optimización de márgenes, evitando la agitación de los clientes más rentables.
iStock_000001051305Small
As the landscape changes with massive amounts of data, data quality becomes a top concern. According to Aberdeen Group, “Forty-three percent (43%) of telecom companies cited inaccurate and incomplete data informing decisions as a top pressure, compared to 30% of organizations from all other industries. As networks expand and customer bases swell, telecom companies must manage staggering amounts of data. Telecom companies need accurate operational data on network and infrastructure performance to ensure top quality services and true-to-life customer data to improve the design, pricing, and marketing of those services."
In addition, telecom companies have to break down the traditional barriers of IT and businessby supporting the design and implementation of the most optimal, yet dynamic structure to allow their organizations to adapt to this new reality. The results of this organizational transformation to effectively deliver analytics solutions in several of the leading telcom companies, such as Vodafone Netherlands, Vodafone Romania and DU have been tremendous. With continued pressure on headcount and operating expenses, our telecom clients, who are leading the way with business analytics solutions, are able to save greater 30% on OPEX, while increasing the satisfaction of business users with improved agility, governance and insight through self-service business analytics.
A highly relevant article in the Business Standard concurs that the change in the telcom industry has been dramatic. With endless data being generated by their users, it is no longer about just making calls and sending SMS. Getting a handle on all this data and doing something meaningful with it are challenging while business models are rapidly changing with solutions like WhatsApp, Skype, etc. They added, “the real success (with business analytics) is assured only if the data preparation, aggregation, mediation and enrichment happen correctly. This backroom pain and labour, in fact, is responsible for almost 90% of the eventual success.” To support that, TIANow states that the relationship with customers is changing with social media channels and smart devices, providing the ability to reveal more information about their customers' demographics, spending behavior, lifestyle and social influences. With both traditional and structured data, as well as the increasing amount of unstructured data (text, voice, …) gathered, it is important to filter and transform this data to provide insights that will ensure a rapid response to what is happening now, as well as, to predict future behavior.
Developing a cutting-edge business analytics roadmap supported by a more effective organizational structure that aligns IT and the business in BI Competency Center is therefore critical for today'stelecom operators. Only with these capabilities in place will these organizations be able to enable consolidated, governed, yet flexible analytics to remain ahead of the curve and adapt to the changing needs of their customer base in this highly competitive, rapidly transforming market.
Marc Haberland
Marc Haberland es el Director Gerente de Clariba. Marc tiene más de 15 años de experiencia en Business Intelligence (BI), analítica, gestión de estrategias y Enterprise Performance Management (EPM) en los sectores de telecomunicaciones, educación, salud, manufactura, banca y público. Marc lidera un equipo de 30 + expertos en BI y analítica que ofrecen soluciones de análisis de negocios innovadoras, confiables y de alta calidad, ofreciendo a sus clientes claridad y visión práctica para mejorar su desempeño empresarial.
Como líder de la industria, Marc comparte sus ideas sobre temas y tendencias a través de diversos compromisos, publicaciones, grupos de discusión y su blog de empresa.