Go Beyond Insights from Big Data, Act on It to Build...

21
Go Beyond Insigh Abstract: With the proliferation TSPs (Telecom Service Providers such as customer profiles, device patterns, location data, apps dow globe believe that this phenomen and help them in meeting busine the entire telecom value chain. In order to transform data into v providers have been adopting H decision making and maximizing challenge for the telcos. It is correct that TSPs are virtuall and scattered across the organiza adopt solutions that will enable t agility, process and decipher acti decisions, and act on insights der hts from Big Data, Act on It t Business Agility of smartphones, mobile internet and IoT (Intern s) today are bombarded with an avalanche of da e information, network performance data, custo wnloaded, etc are at their fingertips. Service pro nal growth of data will divulge a new horizon o ess objectives, promoting growth and driving ef valuable business insights and leverage its full p Hadoop & big data analytics solutions. In spite o g revenue potential from each subscriber is still ly sitting on a goldmine of data, but most of it is ation. To capitalize on these valuable data sets, them correlate different legacy systems to build ionable information so that they can make the b erived from big data analytics. February 2016 to Build net of Things), ata. Information omer usage oviders across the of opportunities fficiencies across potential, service of that, real-time l the biggest s stored in siloes telcos need to d business best possible

Transcript of Go Beyond Insights from Big Data, Act on It to Build...

Page 1: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

Go Beyond Insights from Big Data, Act on It to Build

Abstract: With the proliferation

TSPs (Telecom Service Providers)

such as customer profiles, device information, network performance data, customer usage

patterns, location data, apps downloaded, etc

globe believe that this phenomenal growth of data

and help them in meeting business objectives, promoting growth and driving efficiencies across

the entire telecom value chain.

In order to transform data into valuable business in

providers have been adopting Hadoop & big data analytics solutions.

decision making and maximizing revenue potential from each subscriber

challenge for the telcos.

It is correct that TSPs are virtually sitting on a goldmine of data, but most of

and scattered across the organization. To capitalize on these valuable data sets,

adopt solutions that will enable them correlate different legacy sy

agility, process and decipher actionable information so that they can make the best possible

decisions, and act on insights derived

Go Beyond Insights from Big Data, Act on It to Build

Business Agility

of smartphones, mobile internet and IoT (Internet of Things)

(Telecom Service Providers) today are bombarded with an avalanche of data

customer profiles, device information, network performance data, customer usage

patterns, location data, apps downloaded, etc are at their fingertips. Service providers across the

his phenomenal growth of data will divulge a new horizon of opportunities

help them in meeting business objectives, promoting growth and driving efficiencies across

data into valuable business insights and leverage its full potential,

providers have been adopting Hadoop & big data analytics solutions. In spite of that, r

decision making and maximizing revenue potential from each subscriber is still

are virtually sitting on a goldmine of data, but most of it is

and scattered across the organization. To capitalize on these valuable data sets,

them correlate different legacy systems to build business

process and decipher actionable information so that they can make the best possible

derived from big data analytics.

February 2016

Go Beyond Insights from Big Data, Act on It to Build

(Internet of Things),

an avalanche of data. Information

customer profiles, device information, network performance data, customer usage

Service providers across the

divulge a new horizon of opportunities

help them in meeting business objectives, promoting growth and driving efficiencies across

and leverage its full potential, service

In spite of that, real-time

is still the biggest

it is stored in siloes

and scattered across the organization. To capitalize on these valuable data sets, telcos need to

stems to build business

process and decipher actionable information so that they can make the best possible

Page 2: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

Contents

Introduction ............................................................................................................................................... 4

Current Landscape and Opportunities for Telcos .............................................................................. 5

IoT and Digital Growth ......................................................................................................................... 6

Faster Network Capabilities & Diversified Service Offerings ......................................................... 6

Big Data Analytics Market in Telecom ............................................................................................... 7

Omni-channel Communication............................................................................................................ 7

Prevailing Challenges .............................................................................................................................. 8

Legacy Applications and Siloed Systems ........................................................................................... 8

Constantly Evolving Customer Demand............................................................................................ 9

Network Performance ......................................................................................................................... 10

Emergence of OTT Services ................................................................................................................ 10

Lack of 360-degree Customer View ................................................................................................... 10

Regulatory Challenges and Net Neutrality ...................................................................................... 11

Need of the Hour: Act on Analytics Insights ..................................................................................... 11

Put Big Data to Work: Build Business Agility with UniServeTM ................................................... 12

Order Management .............................................................................................................................. 13

Salient Features ................................................................................................................................. 13

Value Proposition ............................................................................................................................. 13

Digital Onboarding .............................................................................................................................. 14

Salient Features ................................................................................................................................. 14

Value Proposition ............................................................................................................................. 14

Customer Identity Management ........................................................................................................ 15

Salient Features ................................................................................................................................. 15

Value Proposition ............................................................................................................................. 15

Customer Communication Management ......................................................................................... 16

Salient Features ................................................................................................................................. 16

Value Proposition ............................................................................................................................. 16

Automated Billing Assurance and Audit ......................................................................................... 17

Salient Features ................................................................................................................................. 17

Value Proposition ............................................................................................................................. 18

Telecom Expense Management .......................................................................................................... 18

Page 3: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

Salient Features ................................................................................................................................. 18

Value Proposition ............................................................................................................................. 18

Campaign Management ...................................................................................................................... 19

Salient Features ................................................................................................................................. 19

Value Proposition ............................................................................................................................. 19

Conclusion ................................................................................................................................................ 21

References................................................................................................................................................. 21

Page 4: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

Introduction TSPs today stumble upon more challenges than ever before to retain their customer base and

boost revenue. Increased competition from new players, technological disruption, influence of

real-time social networks, regulatory challenges

over-the-top (OTT) players are some of the key

factors for the lackluster performance of telcos

sustain and grow in this challenging marketplace

TSPs need to understand the requirements of

subscribers and deliver a more personal

channel experience to them.

A comprehensive study had been

business leaders across the global

telecommunications industry by Ernst & Young in

2015 (Figure 1). According to

“Customer experience management is the top

priority for operators, with 68% of

for their organizations, while 82% viewed it as a top

years."1

Figure 1: Operator strategic priorities over the next three years

Due to rapid growth of Internet, there has been a complete transformation on subscribers’

requirement and how they communicate and consume services. Data ha

network performance has been playing a very crucial role

expected that data network traffic from smartphones will grow more than 50

year.

The IoT market has tremendous potential to grow.

product and service suppliers will generate incremental revenue exceeding US$300 billion,

mostly in services, in 2020. This will result in US$1.9 trillion in global economic value

through sales into diverse end markets.”

more challenges than ever before to retain their customer base and

boost revenue. Increased competition from new players, technological disruption, influence of

time social networks, regulatory challenges, evolving digital ecosystem and

are some of the key

the lackluster performance of telcos. To

in this challenging marketplace,

the requirements of

and deliver a more personalized, Omni-

had been conducted among

business leaders across the global

telecommunications industry by Ernst & Young in

According to their research,

ustomer experience management is the top

priority for operators, with 68% of participants consider it as the number one

for their organizations, while 82% viewed it as a top-three consideration over the next three

: Operator strategic priorities over the next three years

Due to rapid growth of Internet, there has been a complete transformation on subscribers’

requirement and how they communicate and consume services. Data have become priority

playing a very crucial role towards customer satisfaction

expected that data network traffic from smartphones will grow more than 50-fold by

market has tremendous potential to grow. Recent Gartner research reveals that “IoT

product and service suppliers will generate incremental revenue exceeding US$300 billion,

mostly in services, in 2020. This will result in US$1.9 trillion in global economic value

markets.”2

"IoT product and service suppliers will generate incremental

revenue exceeding US$300 billion,

mostly in services, in 2020."

- Gartner

more challenges than ever before to retain their customer base and

boost revenue. Increased competition from new players, technological disruption, influence of

ystem and emergence of

strategic priority

three consideration over the next three

Due to rapid growth of Internet, there has been a complete transformation on subscribers’

become priority and

customer satisfaction. It is

fold by end of this

Recent Gartner research reveals that “IoT

product and service suppliers will generate incremental revenue exceeding US$300 billion,

mostly in services, in 2020. This will result in US$1.9 trillion in global economic value-add

"IoT product and service suppliers will generate incremental

revenue exceeding US$300 billion,

mostly in services, in 2020."

Gartner

Page 5: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

Annual Cisco Visual Networking Index™ (VNI) also predicts, “Global IP traffic will reach 168

exabytes per month by 2019, up from 59.9 exabytes per month in 2014 (Figure 2). In 2019, nearly

as much traffic will traverse global IP networks than all prior “Internet years” combined (from

1984 to the end of 2013).”3

TSPs' rich data repository,

driven by their unique network

intelligence, could play crucial

role in improving customer

experience (CX) and driving

operational efficiencies. By

harnessing valuable business

insights from customer data,

telcos can prevent customer

churn, identify cross- and up-

selling opportunities as well as

run effective omni-channel

acquisition and retention

campaigns targeting the right

customers with the right

products.

But this is only possible when customer insights, driven by big data analytics, could be put to

action. With legacy systems and siloed operations, this mission could never be accomplished.

Service providers either need to upgrade their existing framework, or shun legacy service

models and platforms and invest in new ones. Whatever option they select, this paradigm shift

will require hefty CAPEX and time. Even though, it is not certain whether customers will allow

service providers that much time to adopt these changes.

Current Landscape and Opportunities for Telcos Telecommunication industry has experienced sweeping change in the last couple of years; it’ll

continue to evolve over the next few years as well due to various factors. In order to satisfy

ever-changing subscriber expectations and deliver omni-channel experience, mergers and

acquisitions (M&A) have become a regular practice. Different new factors have also popped in.

As a result, traditional inside-out approach has taken a toll. To survive and succeed in this

evolving marketplace, telcos need to embrace market driven outside-in approach.

Figure 2: Global IP Traffic Growth Prediction by Cisco

Page 6: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

According to Ericsson Mobility Report

2015, which is expected to reach 9,1

need to implement their QoS capabi

loyalty and differentiating their services

lock customers into a proprietary interface.

Figure 4: Changing Consumption Trends

Figure 3: Ericsson Mobility Report, November 2015

Ericsson Mobility Report, worldwide mobile subscriptions were 7,400 million in

2015, which is expected to reach 9,100 million in 2021 with 5 percent CAGR (Figure 3)

monthly fixed data traffic was 60

EB/month in 2015 and it may reach

150 EB/month by 2021 with 20

percent CAGR.4

IoT and Digital Growth

The next major trend that

to impact telecom domain

explosion of IoT or connected

devices. Internet Business Solutions

Group (IBSG) of Cisco Systems

predicts some 50 billion

be connected by 2020. As per One

International Data Corporation

(IDC) report, the installed and

connected base of IoT units is

expected to reach around 30 billion

by 2020.

This unveils plenty of new revenue

opportunities and unique

challenges to TSPs. Collecting and

processing information from

multiple sensors and devices

standardizing it, is indeed the

biggest challenge. Service providers

need to implement their QoS capabilities in a consistent way. This means, driving customer

loyalty and differentiating their services should be based on performance, rather than aiming to

lock customers into a proprietary interface.

Faster Network

Capabilities &

Diversified Service

Offerings

Voice usage has been

declining

the use of mobile data is

on the rise: Changing Consumption Trends

Ericsson Mobility Report, November 2015

, worldwide mobile subscriptions were 7,400 million in

(Figure 3). Total

monthly fixed data traffic was 60

EB/month in 2015 and it may reach

2021 with 20

IoT and Digital Growth

The next major trend that is going

telecom domain is the

connected

Internet Business Solutions

Group (IBSG) of Cisco Systems

50 billion devices will

connected by 2020. As per One

International Data Corporation

(IDC) report, the installed and

connected base of IoT units is

expected to reach around 30 billion

unveils plenty of new revenue

opportunities and unique

. Collecting and

processing information from

multiple sensors and devices - and

, is indeed the

Service providers

driving customer

based on performance, rather than aiming to

Faster Network

Capabilities &

Diversified Service

ngs

Voice usage has been

regularly, while

the use of mobile data is

on the rise due to rapid

Page 7: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

growth of tablets and smartphones (Figure 4)

would use media and video in 2010, while it

reveals that 14 percent of global broadband subscribers opted for an Internet Protocol television

(IPTV) service from their broadband providers by the end

In order to accommodate this fast

TSPs are focusing more on cross

capabilities and offering a diversified service portfolio.

Big Data Analytics Market in Telecom

TSPs do not have a dearth of customer data

customer usage patterns, location data, etc

information from social media and different

structured and unstructured and

decision making.

Big data has the potential to generate real value and create competitive advantages for telcos,

but capturing these benefits will require industry leaders to implement big data analytics

solutions.

According to the Research

and Market report, “The

Global Big Data Analytics

market in the Telecom

industry to grow at a

CAGR of 28.28 percent over

the period 2013-2018."5

Heavy Reading research

forecasts, “The big data

technology and services

market to grow from $1.95

billion in 2013 to $9.83

billion in 2020. This

represents a total

compound annual growth rate

(CAGR) of 26 percent (figure

5).”6 The report claims that customer experience enhancement will grow the most among five

identified business application categories, from $546 million in 2013 to $3.57 billion

30.8 percent CAGR.

Omni-channel Communication

With rapid growth of Internet, mobile devices and social media,

is the latest trend. Customer experience

tablets and smartphones (Figure 4). Report shows that less than 10 percent

would use media and video in 2010, while it increased almost 50% in 2015. Another report

of global broadband subscribers opted for an Internet Protocol television

from their broadband providers by the end of 2013.

In order to accommodate this fast-changing consumption trend and curb customer attrition,

focusing more on cross-selling and bundle offer, investing in faster network

capabilities and offering a diversified service portfolio.

Market in Telecom

TSPs do not have a dearth of customer data - subscriber profiles, device details, network data,

customer usage patterns, location data, etc. In addition, there is continuous inflow of

information from social media and different other channels. These datasets can be both

and they must be pre-processed to yield insights for

Big data has the potential to generate real value and create competitive advantages for telcos,

uring these benefits will require industry leaders to implement big data analytics

The report claims that customer experience enhancement will grow the most among five

identified business application categories, from $546 million in 2013 to $3.57 billion

Communication

With rapid growth of Internet, mobile devices and social media, omni-channel communication

Customer experience (CX) is the first priority to every service provider and

Figure 5: Big Data Analytics Market in Telecom

percent of traffic

almost 50% in 2015. Another report

of global broadband subscribers opted for an Internet Protocol television

changing consumption trend and curb customer attrition,

selling and bundle offer, investing in faster network

subscriber profiles, device details, network data,

In addition, there is continuous inflow of

other channels. These datasets can be both

for improved

Big data has the potential to generate real value and create competitive advantages for telcos,

uring these benefits will require industry leaders to implement big data analytics

The report claims that customer experience enhancement will grow the most among five

identified business application categories, from $546 million in 2013 to $3.57 billion in 2020, at

channel communication

is the first priority to every service provider and

Big Data Analytics Market in Telecom

Page 8: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

they want to present a consistent

them. Listening to the subscribers and understanding their needs

delivering better CX.

media (Figure 6).

Prevailing ChallengesPerformance in the telecommunications industry is under pressure

in December 2015 reveals that telecom domain has posted

world GDP. On the contrary, other capital

have outperformed telecommunications, having maintained their shares of global GDP.

that in mind, let’s take a look at some of the

confronting today:

Legacy Applications and

Telecom service providers these days have evolved completely and they now offer an array of

services across lines of businesses (LOBs)

TV, satellite TV, and managed services. Each line of businesses

manage and serve its customers.

more on essential services such as unified

strategies.

Figure 6: Omni-channel Communication

ent CX, regardless of how their customers want to engage with

them. Listening to the subscribers and understanding their needs add significant value towards

A report by Idealo (2014)

shows that

been constant

the range of

communication

channels

European

addition to standard e

mail, contact forms and

helplines

FAQ (frequently asked

questions), chats, v

chats and forums more

and more frequently.

report by Aberdeen

Group (2014) also shows

that an increasing

number of customers

these days

to communication

through

Prevailing Challenges telecommunications industry is under pressure. McKinsey report published

telecom domain has posted 15 percent decline in its share of total

ther capital-intensive industries—such as airlines and en

telecommunications, having maintained their shares of global GDP.

a look at some of the prevailing challenges that the telecom

Applications and Siloed Systems

Telecom service providers these days have evolved completely and they now offer an array of

services across lines of businesses (LOBs) – such as voice calling service, internet service, cable

TV, satellite TV, and managed services. Each line of businesses has a separate CRM system to

manage and serve its customers. This legacy infrastructure does not allow operators

such as unified communications and smart home for

channel Communication

, regardless of how their customers want to engage with

add significant value towards

report by Idealo (2014)

shows that there has

been constant increase to

the range of

communication

channels offered to

European customers. In

addition to standard e-

mail, contact forms and

lines, they also use

FAQ (frequently asked

questions), chats, video

chats and forums more

and more frequently. A

report by Aberdeen

Group (2014) also shows

n increasing

number of customers

these days are turning

to communication

through omni-channel

. McKinsey report published

15 percent decline in its share of total

such as airlines and energy—

telecommunications, having maintained their shares of global GDP. With

telecom industry is

Telecom service providers these days have evolved completely and they now offer an array of

such as voice calling service, internet service, cable

has a separate CRM system to

operators to focus

bundling

Page 9: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

In addition, service providers ha

They fail to leverage this treasure trove

• Most of the customer data are in silos with different departments, spread across the

organization. Correlating these data

and effort.

• The quality of data is also a matter of concern

timeliness, and consistency are the five important factors for measuring data quality.

Data that TSPs possess are mostly unstructured and unclean.

To overcome these challenges, service providers should

projects to replace their legacy systems with new modern systems.

pumping a major share of revenue into CAPEX

Constantly Evolving Customer Demand

In this digital era, it is difficult to predict customer needs. In fact,

more knowledgeable, more empowered, more demanding,

more interactive, and they are constantly on the move. In order to meet evolving demand of

these customers and grow market share

understand customer behaviors.

Rapid growth of IoT and smart home

the form of bundle offer. But to leverage this opportunity, TSPs should

assumptions on what customers want.

might result in greater flexibility in terms of package and price

way to more fluid demand scenarios

UK broadband households’ of 2,500 UK broadband households

Figure 7: Attitudinal segmentation of UK broadband households

have multiple disparate systems consisting of customer data.

treasure trove because of the following reasons:

Most of the customer data are in silos with different departments, spread across the

. Correlating these data is a complex task and it requires significant time

is also a matter of concern. Accuracy, completeness, uniqueness,

timeliness, and consistency are the five important factors for measuring data quality.

ss are mostly unstructured and unclean.

service providers should start huge migration and integration

projects to replace their legacy systems with new modern systems. This transformation requires

venue into CAPEX, and time.

Constantly Evolving Customer Demand

In this digital era, it is difficult to predict customer needs. In fact, subscribers these days are

more knowledgeable, more empowered, more demanding, more diverse, more coll

interactive, and they are constantly on the move. In order to meet evolving demand of

these customers and grow market share with up- and cross-selling, TSPs first need to

.

apid growth of IoT and smart home has unveiled tremendous scope to the service providers in

bundle offer. But to leverage this opportunity, TSPs should re-examine

assumptions on what customers want. For instance, the addition of TV elements to bundle offer

ity in terms of package and price to the subscribers

way to more fluid demand scenarios. EY conducted a survey on ‘Attitudinal segmentation of

2,500 UK broadband households in 2014 (Figure

Attitudinal segmentation of UK broadband households

multiple disparate systems consisting of customer data.

Most of the customer data are in silos with different departments, spread across the

requires significant time

. Accuracy, completeness, uniqueness,

timeliness, and consistency are the five important factors for measuring data quality.

start huge migration and integration

This transformation requires

these days are

more diverse, more collaborative,

interactive, and they are constantly on the move. In order to meet evolving demand of

, TSPs first need to

to the service providers in

examine their

dition of TV elements to bundle offer

subscribers and pave the

ttitudinal segmentation of

(Figure 7).

Page 10: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

Building customer persona according to their digital lifestyle

role in expanding cross- and up-

not competent to communicate effectively with different

Network Performance

Subscribers always prefer service providers

According to Ericsson’s Mr. Ewaldsson

worldwide in 2013 but spurred on by bigger screen sizes with higher resolutions, the Swedish

network supplier reckons video will chew up more than half of a much bigger global mobile

data traffic pie by 2019.”7

In order to keep up with the explosive growth in mobile data,

invest a large part of their revenue in infrastructure which is quite difficult in a time when

revenue is eroding in every quarter.

Telcos can leverage big data & analytics to

planning & optimization, they can

density, along with traffic and location data. If operators can

congested network areas, it becomes easier to

expansion for new capacity roll out.

Emergence of OTT Services

‘Over-The-Top’ (OTT) services like WhatsApp, Viber,

and Skype ride on the back of telcos’ infrastructure

offer alternate means of communication to the subscribers

Revenue Forecasts 2018 predicts

billion in 2013 to US$96.7 billion by 2018 due to OTT messaging applications

“The Future of Voice” report by Spirit DSP

fixed subscriptions) will decline from $970.4 billion in 2012 to $799.6 billion by 2020,

of 2.4%.”9 “Internet TV, Over-the

Reading also points out that Internet service and OTT video services

telcos.10

Lack of 360-degree Customer View

In order to improve and optimiz

satisfaction, TSPs should gain a true 360

journey and across different interaction channels

operators in understanding lifetime value of a subscriber

proactively reach out to high value customers, who

An enhanced 360-degree view of the customer

according to their digital lifestyle plays an increasingly important

-selling opportunities. But existing framework of th

communicate effectively with different customer segments.

service providers who deliver video without annoying interruptions.

Ewaldsson, “Video accounted for 40% of all mobile data traffic

worldwide in 2013 but spurred on by bigger screen sizes with higher resolutions, the Swedish

network supplier reckons video will chew up more than half of a much bigger global mobile

In order to keep up with the explosive growth in mobile data, telecom service providers need to

invest a large part of their revenue in infrastructure which is quite difficult in a time when

e is eroding in every quarter.

ata & analytics to alleviate this problem. With proper network capacity

, they can effectively monitor and manage network capacity, subscriber

with traffic and location data. If operators can visualize and pinpoint highly

network areas, it becomes easier to prioritize

expansion for new capacity roll out.

Services

like WhatsApp, Viber,

Skype ride on the back of telcos’ infrastructure

offer alternate means of communication to the subscribers (Figure 8). Informa’s World Cellular

predicts that global annual SMS revenues will tumble from US$120

US$96.7 billion by 2018 due to OTT messaging applications.8 According to

“The Future of Voice” report by Spirit DSP, “The overall global telco voice revenue

fixed subscriptions) will decline from $970.4 billion in 2012 to $799.6 billion by 2020,

the-Top Video, & the Future of IPTV Services” report by

that Internet service and OTT video services are a significant threat

Customer View

and optimize customer experience, increase customer loyalty and

gain a true 360-degree view of their customers along the customer

different interaction channels including social media. These

lifetime value of a subscriber across the telecom value chain and

proactively reach out to high value customers, who experience Quality of Service (QoS) issues.

degree view of the customer also helps service providers to:

Figure 8: OTT Players

an increasingly important

But existing framework of the telcos are

who deliver video without annoying interruptions.

accounted for 40% of all mobile data traffic

worldwide in 2013 but spurred on by bigger screen sizes with higher resolutions, the Swedish

network supplier reckons video will chew up more than half of a much bigger global mobile

telecom service providers need to

invest a large part of their revenue in infrastructure which is quite difficult in a time when

network capacity

effectively monitor and manage network capacity, subscriber

visualize and pinpoint highly

and

. Informa’s World Cellular

from US$120

According to

rall global telco voice revenue (including

fixed subscriptions) will decline from $970.4 billion in 2012 to $799.6 billion by 2020, at a CAGR

Top Video, & the Future of IPTV Services” report by Heavy

a significant threat to

increase customer loyalty and

their customers along the customer

data also help

across the telecom value chain and

Quality of Service (QoS) issues.

: OTT Players

Page 11: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

• Improve campaign effectiveness

• Accurate, targeted cross-sell / up

• Retain most profitable customers

• Deliver superior customer experience at the

But most service providers don’t have real

is gleaned in silos by various departments, spread across the organization.

solution that could decipher and consolidate these data to create a holistic view of a customer.

Regulatory Challenges and Net Neutrality

Telecomm regulatory bodies develop and employ policies and regulatory framework to

promote competition, foster continued technological and service innovation, and encourage

investments on telecom infrastructure, services and applications.

Figure 9: Operator perceptions of evolving regulatory issues

Every country has its own telecom regulatory body that introduces and implements new

legislation and regulations to tackle the main threats fac

their personal data – ensuring consumers enjoy the benefits.

Study 2015 revels that most of the

regulatory issue impacting the sector in the next 2

Need of the Hour: Act on As a leader in the organization, CTO/CIO

that it can take advantage of agile processes

supports a dramatically more agile service lifecycle, one that lowers capital and operating

expenses, and supports continuous service innovation and delivery.

CMOs have to put the Big Data about customer interactions, demographics and spend patterns

to work to engage them with pertinent promotions

insights and act upon them quickly, because they frequently have only a short time window to

respond. CMOs want an integrated customer engagement platform that will help them in

leveraging every opportunity of customer interaction from sending out monthly statements,

newsletters, specific campaigns through multiple channels.

Improve campaign effectiveness

sell / up-sell

Retain most profitable customers

Deliver superior customer experience at the pos

But most service providers don’t have real-time, 360-degree view of their customers as the data

in silos by various departments, spread across the organization. They don’t have any

solution that could decipher and consolidate these data to create a holistic view of a customer.

Challenges and Net Neutrality

Telecomm regulatory bodies develop and employ policies and regulatory framework to

tition, foster continued technological and service innovation, and encourage

investments on telecom infrastructure, services and applications.

Operator perceptions of evolving regulatory issues

wn telecom regulatory body that introduces and implements new

legislation and regulations to tackle the main threats faced by consumers – such as the

ensuring consumers enjoy the benefits. EY Global Telecommunications

most of the TSPs across the globe perceive net neutrality as the top

regulatory issue impacting the sector in the next 2–3 years (Figure 9).

Act on Analytics Insights CTO/CIOs are accountable for transforming their company so

that it can take advantage of agile processes. They need to move to an operations approach that

supports a dramatically more agile service lifecycle, one that lowers capital and operating

s continuous service innovation and delivery.

CMOs have to put the Big Data about customer interactions, demographics and spend patterns

to work to engage them with pertinent promotions; otherwise, it is useless. They need to find

em quickly, because they frequently have only a short time window to

CMOs want an integrated customer engagement platform that will help them in

leveraging every opportunity of customer interaction from sending out monthly statements,

specific campaigns through multiple channels.

degree view of their customers as the data

They don’t have any

solution that could decipher and consolidate these data to create a holistic view of a customer.

Telecomm regulatory bodies develop and employ policies and regulatory framework to

tition, foster continued technological and service innovation, and encourage

wn telecom regulatory body that introduces and implements new

such as the misuse of

EY Global Telecommunications

net neutrality as the top

accountable for transforming their company so

hey need to move to an operations approach that

supports a dramatically more agile service lifecycle, one that lowers capital and operating

CMOs have to put the Big Data about customer interactions, demographics and spend patterns

otherwise, it is useless. They need to find

em quickly, because they frequently have only a short time window to

CMOs want an integrated customer engagement platform that will help them in

leveraging every opportunity of customer interaction from sending out monthly statements,

Page 12: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

Developing effective strategies by leveraging network data and customer demographic data

and gain a 360-degree view of customer is among the top priorities of network managers. As

complexity of network systems increases, it becomes difficult for internal stakeholders to

proactively identify which customers are being affected by outages and when to schedule

network maintenance activities.

As empowered customers use a wide range of touchpoints to discover, explore, buy, and

engage with products and services, they expect companies to understand what matters most to

them at every step of the way. Customer experience managers struggle to integrate different

data sources, track customers through a complex journey, and gain right insights on individual

interactions.

In order to address all these issues, TSPs need to embrace a solution that set cohesion among all

the legacy systems scattered across the organization and deliver unprecedented usability so that

they can act on analytics insights to deliver better CX and ensure high ROI.

Put Big Data to Work: Build Business Agility with UniServeTM UniServeTM product suite helps TSPs simplify and accelerate the way they interact with their

customers by enabling an enterprise-wide view of their interactions through the consolidation

of the data they have in their different BSS/OSS system silos and also various customer

interfacing applications. Powered with strong analytic capabilities, the framework empowers

internal stakeholders including sales, branches, financial control, customer service, and

accounts receivable and their own customers with useful insights to render personalized,

consistent and unified customer experience across touch points.

The value proposition lies in

radically simplifying the present,

complex eco system of multiple

applications operating

independently by bringing them

to a unified platform. OSS/BSS

systems are standardized to

eliminate boundaries between

technology and processes. The

strength of UniServeTM in

comprehending data from legacy

systems and federating multiple

data sources, centralizing and

integrating it obviates the need to

replace them immediately.

Enterprises could save time and

Figure 10: UniServeTM

Digital Transformation Suite

UniServeTM

Order

Management

Digital

Onboarding

Customer

Identity

Management

Customer

Communicati

ons

Management

Automated

Billing

Assurance

and Audit

Telecom

Expense

Management

Campaign

Management

Page 13: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

money with this approach and reap the benefits of building competitive advantage.

The platform enables telcos to deliver operational efficiency at low cost and empowers them to

take a calculated, incremental approach to digital transformation by investing in solutions that

confirm immediate results, and at the same time, support long term vision. Modernization of

existing systems with analytics capabilities empowers every stakeholder within the enterprise

to render swift customer service and brings in much required enterprise agility.

UniServeTM helps enterprises switch to customer centric network management by bridging the

gap between network management, CRM and ERP systems. Data from all these systems are

intelligently federated to prioritize service requests, quickly identify network faults and

proactively inform customers of outages and turnaround time for resolution.

The framework also boasts capabilities that allow TSPs to work on real-time customer data to

enhance CX throughout customer journey beginning from providing unified order management

experience, digital onboarding, omni-channel customer communication, self-service providing

benefits of improved NPS score, seizing opportunities of increasing revenues and reduced

transaction costs (Figure 10).

Order Management

UniServeTM Order Management is a unique and sophisticated solution that seamlessly

integrates with multiple OMS and enhances the entire customer life cycle process – from

customer capture till fulfillment through automation. This unified platform helps enterprises

readily transform their siloed order management processes resulting in faster time to market,

reduced fulfillment costs, and greater visibility of order tracking.

Salient Features

• Seamless integration with disparate OMS

• Enterprise product catalogue

• Order capture & tracking

• Report manager & dashboard

• Workflow based solution implementing complex business rules

• Alerts & notification engine

• Speeding new product/ service roll out

• Change management

Value Proposition

Enhanced Customer Satisfaction

• Centralize and digitalize order capture and fulfillment

• Faster order cycle times

• Consolidated dashboard view of all orders

• Centralized analysis of orders processed & status for quick corrective actions

• Promise orders more accurately

Page 14: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

• More efficient handling of complex orders through automation

Increased Revenue

• Adapt quickly to new business needs

• Improved time to market increases better revenue

• Improved exception management

Reduced Operational Costs

• Reduce revenue impact of fulfillment issues

• Decrease systems cost and minimize it complexity

• Decrease inventory cost & order handling costs

• Minimize order fulfillment errors

Digital Onboarding

UniServe™ Digital Onboarding is an intelligent end-to-end automated solution that enables

faster onboarding (at customer doorstep or PoS) in about 45-60 seconds complying with all

regulatory norms resulting in faster revenue realization. It captures customer information

through desktop, web portal and mobile applications, and pushes the information through a

workflow of checks and verifications.

Key customer information such as metadata, photograph, Proof of Address (POA), Proof of

Identity (POI), biometric fingerprints and signature are captured as per regulatory norms. This

captured information is sent through a series of intelligent workflow checks that include audit,

data entry, error correction, QA and electronic warehousing to ensure that the customer on-

boarded is a rightful one. The solution can also dip the data in various data sources to check

customers’ background through lookup and de-duplication / identity check. UniServeTM Digital

Onboarding is a seamless solution and an invaluable tool to drastically streamline onboarding

time and save valuable resources.

Salient Features

• Automated workflows

• Captures subscriber info using mobile devices

• Real-time data lookup, de-duplication and validation

• Seamless integration with business systems

• Configurable reports & audit trail

• Automated alerts & notifications

• Centralized repository

Value Proposition

• Faster and secure onboarding (at customer doorstep or PoS) in about 45-60 seconds –

resulting in faster revenue realization

• Reduced cost of onboarding as the process is easy to follow

• Easy regulatory compliance with its Audit and Proactive Error Checking support

features.

• Capture of accurate and complete subscriber data

Page 15: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

• Increased customer base rapidly

Customer Identity Management

UniServe™ Customer Identity Management is a comprehensive solution engineered to meet

norms of subscriber data de-duplication – both online and offline. It enables telcos to identify its

subscribers and assign unique identifiers irrespective of data dynamics. ‘Family ID’ is assigned

to subscribers of various services linked to a common demography. The resultant

communication will provide for a consolidated view across multiple channels.

UniServeTM is a comprehensive data de-duplication solution that can work together with

existing legacy systems within the enterprise. Innovative technique to resolve identities is based

on demographic parameters (name, address, and date of birth, phone numbers and any equality

parameters). UniServeTM Customer Identity Management solution allows TSPs to eliminate

duplicate records, stay compliant, and enhance loyalty.

Salient Features

• Metadata management

• Data cleansing

• Data standardization and enrichment

• Data source and field configuration

• Rule builder

• Similarity analysis (matching)

• Online (Single) Matching

• Offline (Bulk) Matching

• User Administration

• Reports and Analytics

• Record Linking adhering to regulatory compliance

Value Proposition

Increased Revenue

• Customer identity establishment for ensuring customer loyalty and retention

• Cross-organizational coordination for up-selling and cross-selling targeted promotional

offers

• Bundle and offer services and products with maximum efficiency and minimal costs

• Reduced operating costs via efficient data management

• Reposition service delivery strategy & reduce time to market

• Enhanced customer engagement with tailor-made loyalty programs

Effective Fraud and Risk Management

• Effective fraud and risk management by validating customer credentials with blacklist,

PEP (Politically Exposed Persons) and CFT (Counterfeit Terrorist List), OFAC (Offices of

Foreign Assets Control) etc., prior to onboarding

Page 16: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

• Compliance to regulatory mandates of establishing number of subscriptions of existing

and new customers

Improved OPEX

• Reduced operational expenses with e-stapling of customer communications

• Automated alerts to flag inconsistency in customer records and/or transactions

• Significant dip in costs of storage

• Reduces helpdesk costs by improving helpdesk staff productivity

Customer Communications Management

UniServeTM CCM is a comprehensive, unified and robust customer communication and

information management platform that enables digitalization of multi channel customer

experience. It facilitates TSPs to manage the entire communications lifecycle from bill

formatting to distribution without manual intervention. The Self-Care feature of UniServeTM 360

allows customers to analyze their consumption patterns and transact online.

UniServeTM 360 is the best-fit to unify all customer-facing processes into a single stream with its

customer-centric approach. The application consists of revolutionary layering technology that

helps telecommunications service providers trim down printing and distribution costs. In

addition, it allows service providers to send relationship-based messaging, personalized

greetings, etc. to enrich communications with customers.

Built on SOA (Service Oriented Architecture), this customer communication hub also helps in

rationalizing paper real estate through white space management to enable third-party

promotion.

Salient Features

• IDM (Intelligent Data Manager)

• Communications manager

• Rules and actions manager

• Self-care and EBPP – web module

• Alerts manager

• Reports manager

• Bill assure

• Interactive PDF/HTML5

Value Proposition

Reduced OPEX and Streamlined Operations

• Reduced manpower and maintenance costs by eliminating need to maintain

multiple applications

• Nearly 30% reduction in printing costs & enhances statement distribution speeds by

40%

• Reduces data storage by 20-30%

• 15% -20% drop in customer complaints & quicker query resolution

Page 17: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

• Removing use of 6 separate point solutions for template management by using GUI

Enhanced Customer Experience

• Interactive, personalized and 1:1 trans-promotional omni-channel communication

through print, e-mail, SMS and web

• Development of customer intimacy through personalized layouts and greetings on

bills

• Tracking documents sent to customers irrespective of distribution channel

• Comprehensive self-care portal that enables online payments, complaints/ service

requests registering and tracking, viewing historical data, representing consumption

data in graphical formats and providing tools to analyze consumption data

Increased Revenue

• Demographic promotional offers for up-selling / cross-selling

• Increase in revenue generated through targeted third party advertisements

• Opportunity to generate steady revenue stream by sending customer-profile specific

targeted message

• Faster time to market new promotional offers according to customer segments and

demographics

Automated Billing Assurance and Audit

UniServeTM Billing Revenue Assurance and Audit System is a robust and dependable solution

for improving revenue assurance of a Telecom Service Provider. Assure addresses the

management of revenue assurance by automating and monitoring of post-cycle revenue

assurance and ensures efficient leakage identification and containment, cost effective and 100%

reliable.

Built on SOA (Service Oriented Architecture), the solution effectively caters to the complexities

of subscriber bases, clustered rules of bill plans, and schemes for validation and ensures bulk

indexing of values to the external database for generation of reports.

The application aims to ensure that billing systems and those functions that feed into the billing

process are accurate, as well as meet all relevant regulatory requirements. It encompasses the

totality of all equipment, data, procedures, rules, configurations and activities used to

determine the billing charges for provision and usage of Electronic Communications Services.

These accurate and metered charges are then presented on End-Users’ Bills. In other words,

UniServeTM assists and ensures that all the compliance parameters established by telecom

regulatory bodies are fully met in a reliable and consistent manner.

Salient Features

IDM (Intelligent Data manger) and Bill Run Assurance

Audit Sample Selection:

Plan Configurator

Page 18: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

Alerts and Notifications

Value Proposition

• Ensure 100% accuracy before billing

• Faster turnaround times for auditing can be achieved as manual intervention is not

required at any stage

• Reduced cost of auditing bills as manual intervention is minimized

• Confidentiality of customer information is maintained as automation of the billing

output validation requires no manpower involvement

• Detailed reports on errors in billing data and causes of erroneous bills are sent

automatically to concerned supervisors / managers

• In case of an error, automated triggers are sent to respective supervisors / managers

to enable faster corrective action.

• Automation directly reduces manpower allocation, eliminates manual entry and

ensures error-free processing resulting in avoidance of over and under billing.

• Transparency of the system ensures accountability, traceability and faster TAT for

correction

• Happy customer results in reduction of churn, better brand value.

Telecom Expense Management

UniServe™ Telecom Expense Management provides a centralized view of telecom expenses

across multiple lines of business. The platform comprises capabilities to manage the most

important phases of communications lifecycle – inventory management, auditing, invoice

processing, optimization, cost allocation, contract management, mobile expense management,

and the analytics associated with all of these activities. With this solution, enterprises can

reduce telecom expenses by up to 20 percent by implementing controls, standardizing across

the enterprise, reducing complexity, and automating processes.

Salient Features

• Bill Consolidation by Intelligent Data Management (IDM)

• Robust Data Handling Capability

• Inventory and Asset Management

• Split Billing

• Bill Reporting and Analytics

• Cost Budget and Spend Management

• Bill Hierarchy Management

• Billing Profile Management & Notifications

• User Management

Value Proposition

Improved Profits

• Reduces telecom expenses by up to 20 percent by implementing controls, standardizing

across the enterprise, reducing complexity, and automating processes. This results

significant savings in telecom expenses.

Page 19: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

• Eliminates fraudulent and unauthorized charges

• Identifies errors and recover funds through close inspection of all wire line and wireless

services of the corporate

Streamlined Operations

• Lowers the burden on in-house resources for managing multiple cost centers, vendors,

contracts, orders and invoices

• Better align their telecom investments with business opportunities through increased

visibility of assets, spends and capacity trends

• Establishes predictable telecom expenditures for enterprise business lines

• Invests in strategic business initiatives by leveraging savings from telecom expenditures

• Streamlines order fulfillment, auditing, asset management, and payment processes

Reduced Risk

• Assures corporate business policy and regulatory compliance

• Increases accuracy in expense tracking and reporting

• Achieves financial goals through no-risk investment models

Campaign Management

UniServe™ Campaign Management, a high-end solution, enables CMOs to create, automate

and measure engaging campaigns using a single platform. The framework is highly powerful to

seamlessly deal with all complex activities ranging from digital and direct campaign

management, sophisticated database management to integrated Online Analytical Processing

(OLAP).

UniServe™ Campaign Management empowers marketers to continuously innovate and

improve communications across all channels. Being a self-contained solution, Campaign

Management enables customer analytics, defines personalized campaign strategies, creates and

fulfills multi-channel campaigns, measures the effectiveness of the campaigns and performs

campaign analytics to gain insights to customer behavior.

Salient Features

• Legacy System Integration

• Data Management

• Customer Data Analytics

• Omni-Channel Marketing and Customer Engagement

• Campaign Management & Realization

• Campaign Measurement

Value Proposition

Easy Campaign Execution

• Increasing brand value while saving time and money on campaigns.

Page 20: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

• Automating email marketing, demand generation, and content marketing programs

• Easy-to-use editors make it a breeze to create your own campaigns, landing pages, and

forms without technical knowledge

• Get started fast with pre-built marketing campaign templates complete with workflows

• Start nurturing new contacts with a welcome campaign that automatically sends a set of

pre-built email messages to new contacts.

• Run webinars, renewal/up-sell campaigns, customer marketing campaigns, and more

Event Management

• Establishing repeatable best practices that enhance all aspects of marketing events.

• Make event communications a streamlined, repeatable process from roadshows to large

conferences.

• Drive attendance, manage registrations, deploy post event campaigns, and measure

ROI.

• Manage multiple session events from a single registration form including multiple

locations or time slots.

• Use pre-defined reminders and follow-up action steps to maximize attendance.

• Add waitlists, session registration and cancellation processes to your events with ease.

Multi-Channel Marketing

• Offering the widest variety of ways to communicate and drive lead generation.

• Get in front of your buyers wherever they are.

• Execute integrated multi-channel campaigns that include email, direct mail, banner ads,

social, and more.

• Leverage digital body language to use activity-driven content capabilities to deliver the

right message to each prospect for better response and conversion rates.

• Use activity-driven content capabilities to deliver the right message to each prospect for

better response and conversion rates.

• Track, manage, and measure campaign response and sales conversion across channels

for an accurate picture of marketing spend and ROI.

Email Marketing

• Creating award-winning email marketing campaigns using best practice templates.

• Integrate email marketing with easy-to-build forms, landing pages, and automation on a

single platform.

• Easy to use editors make it a breeze to create your own campaigns, landing pages, and

forms without technical knowledge.

• Take advantage of built-in bounce, opt-out, and subscription management options.

• Personalize message with digital body language, activity driven content, and flexible

dynamic email signatures.

Page 21: Go Beyond Insights from Big Data, Act on It to Build ...hr.intense.in/PMG/wp-content/uploads/2016/02/MWC_White_Paper.pdf · Go Beyond Insights from Big Data, Act on It to Build Abstract:

Conclusion Today’s digital customers are empowered to interact with their service providers through any

channel, any which way they wish. Customers also want to create their own content, define

their own preferences, and freely interact with their service providers across multiple channels,

networks and touch points.

In order to render an omni-channel customer experience to these tech-savvy customers, TSPs

need to act on analytics insights and offer more targeted campaigns based on specific customer

segmentations and location. Improving and optimizing customer experience is indeed the only

key to create competitive advantage and drive down churn. But without modernizing legacy

systems and siloed operations, it is not possible.

When companies embark on digital transformation projects to overcome these challenges they

typically start huge migration and integration projects to replace their legacy systems with new

modern systems of record. The experience in most industries is that this process takes far longer

time and is far costlier to execute than expected.

Intense’s UniServeTM is the perfect solution to mitigate these problems. The framework offers

Digital Transformation capabilities that help telcos digitally transform smoothly and rapidly

from their current legacy traditional processes to a highly responsive and agile backend system

without rip and replacement and render holistic omni-channel customer experience based on

analytics insights.

References 1 Global telecommunications study: navigating the road to 2020 2 The Impact of the Internet of Things on Data Centers - Gartner 3 http://newsroom.cisco.com/press-release-content?articleId=1644203 4Ericsson Mobility Report November 2015 5 Global Big Data and Analytics Market in Telecom Industry 2014-2018 – Research and Markets 6 Big Data & Advanced Analytics in Telecom – Heavy Reading 7 The digital dilemma: Telecoms firms prepare for the future 8 Informa’s World Cellular Revenue Forecasts 2018 9 Spirit DSP, The Future of Voice; 2012. 10 Internet TV, Over-the-Top Video, & the Future of IPTV Services