After years of heavy Capital Investment on Infrastructure, customer acquisition and unsustainable price wars, priority is shifting in 2014 towards Business Optimisation to ensure profitability.
Investments in real-time Analytics to enable “Actionable Insights” to optimise the Telco Business will come to the fore, in particular Business Quality Optimisation of:
- Customer Experience to increase Loyalty - real-time insight derived through behavioural analytical models of customer interactions with networks, to proactively address issues to ensure customer experience is optimised
- Capital Productivity to reduce Capex - predictive analytics applied on network utilisation to derive a “just in time” investment plan.
- Contextual Innovation to increase Margin - real-time customer behavioural analytics to derive contextual marketing campaigns to enable Customer Value Management
- Operational Optimisation to lower Opex - Automation, Business Process reengineering and KQI optimisation through organisational behavioural analytics.
Technologies which will revolutionise the industry:
- LTE & Small Cell technologies - Agile Network to support Dynamic expansion
- Data Analytics – real-time behavioural models to derive the living DNA of the Organisation, Network and Customer to derive actionable insights to enable Business Optimisation
- User Experience – Intuitive and Contextual
- Value Chain Automation – to deliver channel automation to wholesale broadband network providers (NBN)
Which markets require more attention?
- Mobile Telco’s expanding to 4G/LTE with Fixed Convergence
- Markets with Economies of Scale (India & Indonesia)
- National Broadband Networks
Tony Kalcina is the founder of Clarity.
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