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
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
Salient Features ................................................................................................................................. 18
Value Proposition ............................................................................................................................. 18
Campaign Management ...................................................................................................................... 19
Salient Features ................................................................................................................................. 19
Value Proposition ............................................................................................................................. 19
Conclusion ................................................................................................................................................ 21
References................................................................................................................................................. 21
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
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
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
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
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
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).
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
• 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,
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
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
• 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
• 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
• 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
• 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
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.
• 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.
• 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.
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