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© Comptel Corporation 2014
What Telco CMOs and CTOs/CIOs Are
Thinking
in 2014
Executive Summary Comptel Corporation
GSMA Mobile World CongressFebruary 2014
© Comptel Corporation 20142
customer experienceCMOs and CTOs/CIOs agree
(96%) (80%)
everyone in the organisation should be
interested in QoS and customer experience
Nearly all
© Comptel Corporation 2014
2014 is the year of great
© Comptel Corporation 20143
Making the mission a reality
are hoping to understand gaps in the service delivery process60%
56% want to improve network performance
52%
48%
are developing new products
want to understand customer experience on a more granular level
Priorities for 2014
© Comptel Corporation 20144
CMOsprioritise
CTOs/CIOs
prioritise
The top priorities may differ…
© Comptel Corporation 2014
understanding
gaps in service delivery
Improving
network performan
ce
© Comptel Corporation 20145
…but all agree integration is key
60% recognise that complete access to all departments’ data would be useful
82% say it would be ideal to consolidate every department’s data or at least collaborate on
decisions
© Comptel Corporation 20146
Integration isn’t currently happening
Only16%have fully consolidated OSS/BSS
systems and work from the same central environment of data as all
departments…
© Comptel Corporation 20147
…and few are likely to involve marketing in their
technology strategy
(28%)
(or vice versa)(20%)
© Comptel Corporation 20148
AUTOMATIONHow to help this? Respondents say would benefit:
Customer experience management
Quality of service management
Operations
Sales & marketing
Charging & billing
(62%)
(60%)
(58%)
(44%)
(40%)
© Comptel Corporation 20149
Pairing automation and data
64%say their department is in the process of leveraging Big Data to improve customer service
Big data and automation leads to
a more granular view of network and customer
patterns
© Comptel Corporation 2014
Comptel commissioned a third-party research vendor, Vanson Bourne, to administer a 5 –10-minute telephone survey between January 3, 2013 and February 12, 2014 to marketing and IT decision-makers (n=25 each) at communications service providers across EMEA, Asia Pacific and Latin America. The breakdown of the respondents is as follows:
10
Research Methodology
Number of Employees at Company Region
Role
3000+42%
251 - 50022%
1001 - 30022%
501 - 100014%
CMO50%
CIO/CTO50%
Asia Pacific32%
Europe, Middle East, Africa50%
South America
18%
11 © Comptel Corporation 2014
Want to learn more about the role Big Data is playing for CSPs in 2014? Check out our infographic & download the full eBook.
Thanks for your interest!