3 strongest trends in emerging markets for 2013:
- Big Data
- Location-Based Services
- Customer Experience Management
With the humongous amount of data flowing into mobile operators’ networks daily, one of the main trends for 2013 is definitely Big Data. Collecting and gathering in real time huge amounts of anonymised customer data for analysis provides a 360° view of the customer, and allows the operator to expand through many verticals. Operators have a unique, long-time ignored, yet available source of information that can position them at the core of an entire new ecosystem.
Also unique is the fact that operator’s network contain the location data of its entire subscriber base and still is not valued. If in mature markets we have even seen competitors joint-venturing to provide Location-Based Advertising (Weve in the UK), we will certainly see the development of commercial Location-Based Services in the most advanced emerging mobile markets. Other location-enriched services with great potential for development are M-health and M-education.
By centralising cross-vertical services thanks to mobile, the development of Customer Experience Management is inevitable. Operators are aware of the importance of providing a contextual and enriched experience to their customers across all touchpoints. This contributes considerably to subscriber retention and loyalty. Solutions allowing to enrich customer knowledge and to provide consistent and tailored offers across different channels will be a priority in 2013 in developing markets.
