The IDC report, Unlocking the Potential for Communications Service Providers, sponsored by Niometrics reaffirms what analysts, vendors and industry players agree – data traffic is expected to grow significantly over the next five years.
So, what else is new?
IDC claims that data generated by telco carriers – including demographics and personal information, app and content usage, subscription details and preference and location details – can be leveraged, with the right analytical tools, to drive the business value of telco carriers and organisations outside the telco.
For communications service providers (CSPs) in Asia-Pacific, the lack of tools coupled with the siloed nature of their organisations will limit their ability to derive true value from data. IDC estimates that only 10% of CSPs in the region treat data monetisation as a priority and data as a competitive asset.
Source: Unlocking the Potential for Communications Service Providers, IDC 2020
Kostas Anagnostakis, CEO and founder of Niometrics, said: “With the amount and variety of data at their fingertips, there is so much opportunity to do more and do better for customers, and with that, strike a competitive advantage.”
He said this is especially crucial in an era where superior network performance and customer experience is listed as the top telco carrier selection criterion for organisations in Asia-Pacific. According to Anagnostakis, 41% of customers have switched carriers due to dissatisfaction in performance.
Changing competitive landscape
Amidst intensifying competition in the business landscape, customer requirements are playing a pivotal role in shaping telco carriers’ business strategies as carriers strive to match customer demands.
The study uncovers higher speeds, higher mobile data quota, real-time control over subscribed services and a better QoS as common customer demands which can be further segmented into preferences for on-demand video, audio streaming, email and social media, and varied speed when in different locations or when using different apps.
A robust network analytics solution can help CSPs extract hyper-granular data insights for both internal and external data monetisation opportunities. With in-depth customer understanding can enable CSPs to offer personalised subscriber offerings that enhance customer experiences including time-based, location-based and application-based plans amongst others, as well as create new, segmented and targeted revenue streams, both internally and with external parties.