The term Big Data is being used a lot these days. But in pretty much every report I see, the Telecommunications industry is always one of the top three industries in terms of the amount of data that they have to manage. And, think about it – who has the opportunity to know you better? I’m guessing that we all have a connected mobile device (or two or three) with us during the majority of our waking hours. We look up where we’re going on our map apps, check email countless times per day, geo-tag our photos, shop and so much more – all of which is creating data.
For the company that figures out how to really get their arms around this data, it presents tremendous opportunities for them and their customers. SAP recently conducted a survey on “The Value of Big Data in Telecommunications.” Not surprisingly, 71% of respondents believe that the ability to effectively manage Big Data is very important to their business yet, 40% said that they do not have a strategy in place yet to do so. In this day of mobile phone saturation and the end of contracts in mature markets, it’s become more important to engage more with consumers and deliver a really great experience. Understanding customers and using data to deliver more relevant offers is certainly one way to do this. In fact, 71% of respondents in the survey said that they believe that the ability to provide real-time offers to customers offered the highest value potential from leveraging data and 42% have pilot projects in the works now.
At SAPPHIRE next week, we have several leading edge Communications Service Providers speaking about how they are using technology innovations to understand their customers better to deliver a better, more personalized experience. T-Mobile and Cox Communications are just a couple of them that will be on stage in keynote sessions and theater presentations discussing how they are working with SAP to leverage the vast amounts of data they have to engage more and better with their customers.
I hope to see you at SAPPHIRE NOW in Orlando, FL from June 3-5 where you can hear direct from industry peers about what they are doing to take advantage of the “Big Data” opportunity.