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The client is among the top 10 mobile telecommunications company in the world, operating in more than 20 countries. Aiming to find new revenue streams, the company launched a separate business to pursue these opportunities.
A major European telecommunications provider sought ways to tap underused customer data and create new revenue streams. The company called on Accenture’s expertise in big data and telecommunications to develop an industrial-strength business model for a new digital company.
Accenture Analytics mobilized a global team of experts to assist in developing a full range of capabilities by addressing three over-arching objectives:
Platform and data operations need to emphasize an end-to-end approach
Product development and support will focus on creating innovative applications and products with industrial efficiency
Sales support will provide resources and activities to increase capabilities for direct sales.
Telecommunications providers have faced declining revenues as voice calls, texts and data become increasingly commoditized. The client saw an opportunity to generate additional revenue by creating a new business that taps into large volumes of seldom-used historical and transactional data.
The growing volume and velocity of data enables wireless carriers to use big data analytics to improve management of their own operations. In addition, companies in a broad range of other industries—including retail, financial services and healthcare, to name but a few—value data that provides geolocation in real time.
Citing knowledge of big data analytics and experience helping telecommunications companies pursue high performance, company leaders engaged Accenture Analytics to assist in setting up and running the new digital business.
Accenture Analytics designed and built a highly flexible analytics solution to power the new platform, which draws from operational sources of data, including mobile networks, customer relationship management and warehouse data. For rapid ramp-up, the project team selected a third-party cloud supplier, which increased speed-to-market and was well aligned with long-term plans to migrate to a proprietary cloud.
The platforms being offered to companies on multiple continents focus on direct-to-consumer transactions, and have embedded analytics for sales and marketing. The insights and recommendations generated have the potential to increase advertising and commission revenues for companies within and outside of the telecommunications industry.
The project team developed an application that draws on mobile network data to enable companies to measure, compare, and understand factors that influence the number of people visiting a location at any time. Clients using this application are able to:
Browse and query customer location and demography to increase reach
Define location by postcode or street to improve accuracy and granularity
Analyze people-catchment areas and travel from/to zones to refinetargeting
Segment residents, workers and ad-hoc visitors to reduce poorly directedspend
Fine-tune selections by the hour, day, week and month.
To rapidly launch the new digital company, Accenture Analytics brought to bear its experience in big data analytics, telecommunications and project management. Within 100 days, Accenture Analytics helped the client deliver a new vertical business, selling applications to companies in multiple hemispheres. The company already has a pipeline of more than 40 insight-powered products and services.
For this highly integrated project, Accenture Analytics drew together a multidisciplinary team composed of industry strategists, data scientists, specialists in big data and the cloud, data architects, and sales and marketing. Through a collaborative approach, Accenture Analytics helped the client gain the scale needed to move products and applications from concept to market rapidly.
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