Big Data and Customer Experience Management Play Big Part in Shaping Mobile’s Future

Filed in Big Data by on May 29, 2013 0 Comments

I recently attended the TM Forum Management World Conference in Nice, France, and after having a unique opportunity to exchange a number of ideas on big data and real-time strategies with some of the world’s top mobile players, I would like to share some of the insights I gained.

The conference included segments focusing on the customer experience, big data analytics, M2M and digital services, security, cloud computing, and agile IT. The theme tying everything together, though, was data integration and correlation across various areas of the mobile ecosystem.

From this agenda, I took away several learnings in two important areas.

1. Big Data

This is one of the hottest topics this year across all industries. But there seems to still be some confusion on the direction of big data versus business analytics. Just as the scope of big data is broad, so are the definitions that service providers use to describe it and their initiatives to harness the potential. They range from capturing “everything their customers do in cyberspace,” to consolidating data across disparate organizations, to optimizing processes (such as customer support and retention), to introducing new revenue streams.

Some companies have taken an approach to big data on the cloud, with a pay-as-you-go model for the storage and queries of the data. And there are a number of players that are using business analytics platforms and combining them with decision-making platforms to take timely actions.

It was clear at the conference that information without context is just another data stream – irrelevant and expensive to manage and store. In particular, big data should be defined by three key dynamics that will enable the most effective use of this information – volume, variety and velocity (called the “3-V” approach):

  • Volume – The increase of smart devices both in the network (such as probes) and attached to the network (such as smartphones, tablets, M2M meters and appliances) is exploding, growing at 30 percent CAGR over the past five years, and the double-digit growth will continue in the near future.
  • Variety – We are talking both data source and format. Some of the newer types come from the Web, internal sources (like voice, text, data and video) and external sources. In some cases, service providers have been collecting some of this information for some period of time, although few have actually analyzed much of it in a coherent way.
  • Velocity – This is described as the speed and/or frequency collection and the processing of relevant data. Customer retention, quality of experience, upselling/”next best action,” parental controls, fraud management and mobile advertising are a few of the areas that can benefit from the agility of service providers to handle increased data velocity.

2. Customer Experience Management

Customer centricity across organizations is a growing trend. Service providers are bringing together customer information with network information and bridging the gap between the operators’ organizations. As a result, network operation centers are now becoming service operation centers, and they now have customer-specific information that traditionally has only been available in the call center operations.

What’s more, the application of real-time analytics to customer experience management also drove attention to the “next-best-action” approach to embrace an end user with the full power of a brand. “Next best action” is an end-user-centric marketing approach that evaluates the different actions that can be initiated for a specific end user and recommends the best one. This is according to predetermined rules that consider the end user’s interests and needs and the service provider’s business objectives, policies and regulations. Simply put, it’s described as getting the right result for the right customer through the right channel at the right time.

New Playing Space

In summary, among my takeaways from the TM Forum Management World Conference is that the real-time intelligence and business intelligence sandbox is getting crowded. Heavyweights with proven experience in the infrastructure and software areas are making a rambunctious entrance into this space. This will create a number of new opportunities for mobile service providers as well as technology companies, and I’m really looking forward to the challenge.

What do you think the changes taking place with big data and the customer experience will mean for mobile service providers in the next few years? I would value your input and experiences.

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About the Author ()

Pablo Mlikota was named as President, Americas Region, in 2016 and leads the management and expansion of Syniverse’s product offerings and market share in this large and rapidly growing region. Previously, he served as Senior Vice President and Managing Director, Caribbean and Latin America, and Global Strategic Programs, and oversaw Syniverse’s operations in this region as well as Syniverse’s worldwide services delivery for several large mobile operators. Prior to these roles, Pablo served on the product management side as Senior Vice President, Global Business Services and Solutions, helping customers reduce operational costs and enable new revenue-generating capabilities through the utilization of big data, real-time intelligence and consultative services. Before joining Syniverse, he served as Chief Operating Officer and General Manager for Newlink Group, a digital marketing firm, and, prior to that, as Senior Vice President of Sales and Services for Global Crossing Latin America. His experience also includes leadership positions in marketing, customer service and sales at Nokia and AT&T. Pablo received a bachelor’s degree in electronic engineering from the University of Buenos Aires and an MBA from the University of Miami. He also maintains positions with the international academic community as Chair of International Business at San Andres University in Argentina and as Chair of International Business and Negotiation Skills at DeVry University’s Miami campus.

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