Operators are taking interest in a wider range of analytics use cases as operators look for ways to better monetize their customer base and differentiate against new competitors, according to Infonetics Research.
“(These uses include) identifying next-best-action marketing opportunities, ascertaining a subscriber’s relative profitability, and enabling variable charging based on factors such as network conditions and customer value,” said Shira Levine, directing analyst for service enablement and subscriber intelligence at Infonetics Research.
“As this occurs,” said Levine, “it is creating opportunities for not only the traditional analytics and business intelligence specialists, but also suppliers of the data sources—including DPI (deep packet inspection), network management, and CRM vendors—as well as consulting and integration players.”
Based on the company’s 2014 Subscriber Intelligence Strategies: Global Service Provider Survey, the cost and time associated with subscriber data integration and migration are significant barriers to subscriber intelligence projects.
Also, the top drivers behind respondents’ subscriber analytics initiatives are gaining a better understanding how subscribers use networks and applications and reducing subscriber churn.
Further, respondents reported either buying or being likely to buy subscriber intelligence solutions from traditional analytics vendors, though nearly half indicated they were likely to buy from DPI vendors.