As voice and text revenues fall and data revenues grow more slowly than service providers would like, big data analytics offer the potential for carriers to find operational efficiencies as well as more precise, targeted and timely marketing.
“There’s this shift for the carriers from acquisition of customers to actual monetization of their base,” said Derek Edwards, CEO of Globys, in an interview with RCR Wireless News.
Big data analytics companies can now handle more data than they could even two years ago, Edwards said, and there is momentum toward more real-time, constant information flows rather than batch-based assessment of campaigns. That, he said, allows faster turnaround in trying new and different campaigns, assessing their success, and scaling the ones that work — particularly in the prepaid space, he noted, where users can make up to 29 decisions each day on usage and purchases.
“Analytics itself isn’t really new, but the big data analytics is,” said Edwards. “The capacity to analyze huge data sets at a reasonable cost is new, and so this allows the opportunity for the carriers to look at more specific solutions, down to a one-to-one level for customers, even if they have tens of millions of customers.”
Watch the video interview here.
Video: Globys' CEO on big data analytics for telecom
