Data management key to telecoms operators futures
17 Sep 2012: A new report authored by OVUM and commissioned by SAS, ‘Dialing into Telco Data’, has examined how reliable data management can transform a Communication Service Provider’s (CSPs) data assets from an IT necessity for network administration and service delivery into a powerful business revenue driver. It also examines the impact of exponential data growth and the opportunities the onset of ‘Big Data’ present to the industry.
According to the report, some operators now see themselves transforming into companies that first and foremost manage data, providing communication services as a secondary activity. In particular, the report discusses how CSPs must apply data management principals in order to generate alternative sources of revenue: ‘Data management initiatives are less about IT and more about driving business profitability’. The report claims that service providers must treat their data as a strategic asset the oil that will fuel their future growth’.
Ken King, Director of Telco and Media convergence at SAS, commented: “CSPs are in a period of transition where they need to both keep the lights on by offering high quality traditional services whilst concurrently investing in new services like Machine to Machine, Mobile Commerce and Enterprise Cloud that will drive future profitability. Solid data management and benefiting from the Big Data explosion are pre-requisites for this journey. Incorporating high-performance computing and analytical intelligence into the data management process further propels CSPs to succeed.” New revenue streams driven by advanced data management and the Big Data opportunity include:
- ‘Piggy back’ services: which allow communication service providers to offer value-added services to customers including banks, retailers and call centre operators that are packaged as part of core voice and data products.
- Targeted advertising and marketing: with the ability to supply integrated data sets that give advertisers more effective ways of delivering relevant marketing messages and offers based on customer profiles, device type and location.
- Secure identity and billing: CSPs can leverage well managed subscriber profile data with connected business partners in order to provide a ‘trusted gateway’ for securely managing bills for online services and purchases through their devices or a single phone bill.
Shagun Bali, Ovum Telecoms IT Analyst, and one of the report’s authors, added: “CSPs face huge challenges in an increasingly saturated market where commoditisation is an impending threat. Since most core telco services are information driven data management is a necessity rather than a luxury in today’s market. Having a strong data management competency separates the leaders from the followers. CSPs that are best able to manage their data assets, and leverage opportunity from a deluge of new Big Data sources, will be best poised for success in the coming era of new data-driven services.”
To download the report, visit: www.sas.com/uk/telco-data
Experian data reveals singleton capitals of Britain
1 Jun 2013: Experian insight reveals the location and characteristics of the UK’s growing number of single person households
European brands 'surging towards personalised digital marketing'
25 Mar 2013: Brands are moving rapidly towards offering customers a personalised digital marketing experience, and are motivated to do so by expectations of improving loyalty and a swift ROI.
Email arrival time "affects campaign performance"
23 Nov 2012: Controlling when email campaigns reach the inbox is vital, according to the findings of new market research of 743 business leaders.
How well are marketers integrating on and offline?
13 Aug 2012: Thanks to the increasing pressure being heaped onto marketers’ shoulders by the need to deal with ‘Big Data’, it has never been more important to have a strategy to integrate offline and online data.
Organisations grasp the value of data - but don't act
10 Aug 2012: Despite the fact that organisations are aware of the commercial benefits of high-quality customer contact data and the negative impact of poor information, almost half of 291 respondents questioned in a recent survey (40.9%) stated that their organisations don’t have an enterprise-wide DQM strategy.
REaD Group ups ante with people movement file
2 Aug 2012: The REaD Group has announced the formal launch of Qinetic, a file that enables companies to identify gone-away and deceased people on their database but also delivers 'the single largest source of Relocated Addresses in the UK and the most up to date record of the Latest Occupier names along with intelligence profile appends on each match' – all in one file and for one price.
£14bn direct marketing industry 'set to grow by 7% in 2012'
31 Jul 2012: The UK's direct marketing industry is projected to grow by a surprisingly healthy 7% this year, according to research published by the Direct Marketing Association.
UK businesses failing to grasp data nettle
12 Jul 2012: Despite the fact that 72% of UK companies see the competitive advantage in using data and insight to put the customer at the heart of the business, fewer than 30% have any plans to build a single customer view.
Over-contact, poor data management hits charities
25 Apr 2012: More than 50% of UK adults would stop donating to a charity if it contacted them too frequently, according to new research examining consumer perceptions of how charities market their services and the way they use and manage supporter data.
Poor data costs UK firms £1 for every £6 spent
12 Apr 12: Around £1 in every £6 of departmental budget is wasted on average by UK companies because of poor data quality according to new Experian QAS research.
Half of companies 'open to security breaches', finds survey
16 Mar 2012: Survey finds only 56% of client-side companies and 47% of supply-side companies say they (or their clients) have policies and processes in place to guard against breaches of data security.
ER opt-out rates fall for second consecutive year
31 Jan 2012: Electoral Roll opt-out rates have fallen for the second year in a row, according to a new report from direct marketing services and credit data agency Callcredit Information Group.
Home Move Triggers alert service launched
23 Jan 2012: Callcredit Marketing Solutions has launched a new service that helps marketers tap into the lucrative home mover market by identifying consumers at every stage of the moving cycle.