Telcos can leverage big data analytics for business...
Telcos can leverage big data analytics for business benefit through predicting and reducing churn, upselling and cross-selling offers and personalizing services, but this hasn’t occurred because of telco organizational and data structures, said Ovum in a study released Tuesday (http://bit.ly/18t3fpM).…
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To execute a big data analytics project well, the study found flexible business structures and logical processes were required, rather than “siloed structures with artificial constraints” that were defined by network domains. Telcos need to become more data-centric and learn from the leaner and more agile analytics models being pursued by over-the-top operators, said Ovum. “Transforming ingrained operating models and business processes is a difficult task for telcos, and many are not entirely sure what they are transforming towards,” said Clare McCarthy, Ovum’s telco operations head. “Choosing a business intelligence and analytics solution and partner will be one of the most important strategic decisions that they face in the next year.”