Skip to main content Skip to Footer


Big data can mean big potential for communications companies

Learn how high-performing organizations use real-time insights to improve the customer experience, drive engagement and create new revenue streams.

With vast amounts of digital information streaming over their networks every second, Communications Service Providers (CSPs) are in a unique position to dominate the digital economy. Who better to exploit the potential of big data than the organizations that can capture and analyze it as a byproduct of what they already do? Creative combinations of data and analysis can improve customer engagement, streamline operations or open the door to whole new revenue streams. But that won’t happen without effort. To grasp all the potential, CSPs must aggregate, organize and analyze data in real-time, while developing analytics strategies that unlock new opportunities for themselves and their customers.

High-performing organizations are already using real-time insights from big data to improve customer engagement. CSPs can start by understanding customers’ omni-channel behavior to create personalized offerings and experiences across the best channels for each individual. They’ll combine customer demographics, purchasing behavior and clickstreams with attributes such as location to anticipate the "customer journey".

Add real-time analytics to this journey, and CSPs can quickly target interested prospects and turn them into customers. Or win back customers with waning loyalty by offering them tailored promotions exactly when they need them. Big data used well will never feel like spam; it’s anticipating and satisfying customers’ needs as they have them. The result: happier customers, more opportunities converted into sales.

The Big Picture: Three signposts CSPs need to recognize to accelerate performance using big data.

Signposrt CSPs Icon

Focus on the customer journey

Signposrt CSPs Icon

Optimize operations and network data

Signposrt CSPs Icon

Grow new revenue streams from marketing and data monetization

At the same time, big data can streamline operations to support a high-performing company. This is essential for today’s CSPs. Booming mobile device usage is straining infrastructure, triggering network outages and service quality issues. These are expensive, both in real costs and the intangible loss of customer good will. Now CSPs can analyze traffic forecast data and maintain a real-time, 360-degree view of their networks, spotting vulnerabilities and predicting outages. This "fall prediction management" helps CSPs optimize their workforce, reduce maintenance costs and keep their networks up and running.

Creating whole new revenue streams is perhaps the most exciting, and thus far under-exploited, opportunity for CSPs. They are sitting on huge amounts of under-utilized data that, used creatively, can generate new information-based products and services. Examples include aggregating the movements of customers travelling on motorways to predict traffic problems, combining travel and purchase patterns to spot credit card fraud, or combining real time weather and user locations to anticipate taxi demand ... all information streams of value to different companies. Those creative enough to spot and monetize such opportunities will grow to become not just CSPs but big data companies.

Given the communications industry’s immersion in most aspects of digital life, their unique access to big data could become value-generating for their continued health and expansion. It can deepen customer relationships, support more efficient operations and create whole new streams of business. But having the data is not enough. CSPs must look at the end-to-end processes, integration points, analytics tools, storage and above all, applying advanced analytics to derive intelligence from the data.

Those who get the big picture are most likely to get big data right.

To find out how big data can transform your business, read our full report "Analytics Everywhere: Smarter Actions, Happier Customers, Greater Value."

What's Next?