Improved customer satisfaction is key driver. Customer satisfaction / churn reduction is the most important driver of BDA implementations among the firms surveyed. The ability to personalize services for individual customers is the next highest and also linked to revenue generation. Of importance too as a driver but less so is network optimization, which is focused on cost savings, according to Hexa reports.
Pyramid Research asserts that operators who are able to make Big Data Analytics (BDA) work for them will be at a significant advantage over their competitors in a market environment characterized by diminished variations between operators and the services they offer.
Ozgur Aytar, Director of Research at Pyramid Research, explains: “Our industry survey demonstrates that one of the most challenging aspects of the telco BDA implementations is the need for a significant shift in the structure and culture of the organization.
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The volume of data being created has grown exponentially in the past decade new technologies have emerged and been embraced by organizations in all industry sectors for a number of use cases. The amount of data being generated in the telecoms sector is colossal and there is a clear opportunity for communications service providers (CSPs) to analyze this data themselves and also, subject to legal and regulatory conductions, to sell it to other organizations.
Telecoms operators are embracing Big Data Analytics with enthusiasm, but while many report that Analytics is fully operational and already contributing benefit to their organizations, others are still at the exploratory stage of addressing its potential. The key challenges operators face are a lack of BDA skills, organizational issues and siloed data.
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