More than a quarter of communications service providers (CSPs) have no strategy for big data analytics, Analysys Mason reports

CSPs have generated more data in the last 2 years than in the preceding 50, yet more than 1 in 4 CSPs have no strategic plan for how to use this information

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According to new research from Analysys Mason (www.analysysmason.com), 27% of CSPs have no strategy for 'big data analytics' in 2013, and the vast amount of information that CSPs hold about their subscribers has been largely untapped. The term 'big data analytics' is associated with capturing and analysing consumer behaviour using the Web, and can have huge benefits in terms of both revenue generation and customer loyalty.

Analysys Mason's recently published report, titled Big data analytics: how to generate revenue and customer loyalty using real-time network data, analyses the big data market and provides recommendations for CSPs.

According to the report, the volume of data on telecoms networks has increased a thousand fold in the last 20 years, and more data has been created in the last 2 years than the preceding 50.

"The data that CSPs are creating has four key attributes," explained Patrick Kelly, lead author of the report and Research Director for Analysys Mason's Telecoms Software research division. "The data has volume (there is lots of it), variety (from call logs to M2M sensor data, it is extremely varied), velocity (it can be gathered in real time) and value (if structured and analysed correctly, it can be extremely valuable and profitable)."

However, the report also cautions that CSPs should strive to understand the outcomes for specific areas of their businesses before investing in big data and analytics. The report estimates that CSPs can increase their net profit margins by 12% with the right cross-marketing and sales promotions, and customer retention can be increased by 0.2% with effective loyalty programmes.

"Moreover, CSPs can use these insights to defer capital investments in the radio access network without degrading the service, saving hundreds of millions in capital spending," added Kelly.

Importantly, the report indicates that only a fraction of the data that traverses telecoms networks needs to be captured for analysis. Three types of data are important for CSPs: customer data (usage, location, device, etc.), market intelligence (dimension, demographics, segmentation, etc.) and real-time network data (service quality, call centre efficiency, revenue optimisation, etc.).

The full report provides:

an analysis of the market a diverse set of use cases, including an assessment of Telefónica's Smart Steps service, which anonymises and aggregates mobile location data to indentify trends such as time, gender and age an overview of vendors, including Alcatel-Lucent, Cisco Systems, EMC, IBM, JDS Uniphase, Neuralitic, Oracle, Teradata and The Now Factory.

Big data analytics: how to generate revenue and customer loyalty using real-time network data is available for USD4999 or as part of a subscription to Analysys Mason's Telecoms Software Strategies research programme. The report can be purchased online or by contacting research@analysysmason.com.

This report is built upon the expertise we have developed in extensive work with network operators and vendors in the application of analytics to improve network operator business. Analysys Mason provides additional advice for network operators and vendors in analytics through our global consulting organisation and subscription research services.

Link to press release online: http://www.analysysmason.com/About-Us/News/Press-releases1/Big-data-analytics-PR-Feb2013/
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