The Telecom industry and the Big Data revolution
Telecommunication services providers (Telcos) are seeing a massive growth across the globe in terms of volume of data, due to a growing number of users, more affordable services and an exploding use of mobile applications by consumers to access information.
This massive amount of data can be analysed to gain a competitive edge in the market. Due to regulatory and statutory requirements by the governments, Telcos have to keep the data of all the calls (CDR), SMS, MMS, network data usage for up to 3-5 years in some countries.
The format of this data can be structured or unstructured. Structured data is stored in traditional relational database systems. The unstructured data is comprised mainly of the customer services records, messages (text, images, pictures, videos and social media), network usage related data, call records, customer conversations, etc. This requires massive data storage capabilities.
According to a Gartner report in 2012, global organizations are creating 2.5 Exabyte (2.5×1018) of data daily. This number is expected to double by 2015. The majority of the data is being generated and processed by the Telecom industry.
With growing data come the challenges of handling and analysing it to gain market share, increase revenue and profitability. The Telcos that are able to handle these challenges well, can differentiate themselves from the others and gain a competitive advantage.
Below are some of the most important data-driven analytics that can help Telcos improve their business:
- Churn Analysis for the local and international calls
Analysis of the customers who unsubscribe to local or international calls. This helps Telcos improve their services for local and international calls so they can retain and gain more market share.
- Churn Analysis for data usage
Analysis of the customers who unsubscribe to data services. This helps service providers improve their network data services.
- Identify and resolve customer issues via pro-active call center
Analysis of the customers’ issues by issue type. Telcos can take actions against the issues to prevent them from happening again and provide pleasant customer experience.
- Lowering average call handling time and networking cost
Analysis of the duration of customer calls compared to their churn list together with network usage & cost, to improve their network.
- Smarter Campaigns using target marketing offers
Analysis of customers’ purchases to provide them with attractive offers based on their buying patterns.
- Location based services for Smarter Campaign
Analysis of the customers’ location (based on geo-spatial data) to provide them with attractive offers based on their buying patterns and the location they are at.
- Reduce time and cost to develop campaigns
Analysis of the duration and cost of new marketing campaigns’ creation so they can be put together quicker and faster.
- Increase customer loyalty and satisfaction
Analysis of the services’ weaknesses to increase customer loyalty and satisfaction.
- Identify and resolve Network bottlenecks
Analysis of the network related bottlenecks to quickly enhance customer loyalty and satisfaction.
- Managing and planning network capacity
Analysis of the network capacity by learning the trend of customers’ usage pattern.
According to a survey by IDC, 33% of the data in the hands of the Telecom providers could be valuable if analysed properly, but, as of today, as much as 88% of it is un-analysed. In a challenging telecommunication market and with growing opportunities such as big data, this plays a large role in determining if Telcos will succeed or fail.
As the interest of the Telecom industry to use Big Data is increasing, there are many IT companies or IT service providers in the market that offer to analyse the Telcos’ data effectively with their tools and technology specifically designed for them.
The right selection of tools and technology should provide them with near real-time results, accurate analysis of CDR, financial data with expected usage and data growth for better decision making. By making better data-driven decisions, Telecom providers can reduce their capital expenditure, improve their network capacity & performance, reduce the maintenance cost and improve their return on assets.
To get more info on how to get started with Big Data, visit us on: http://www.sap.com/bigdataservices