INTELLIGENT BRANDS // Mobile Technology
Analytics can enable superior
customer experience for telcos
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In a smartphone driven world, telcos need to develop new
business strategies and solutions that answer customer
demand and support tech innovation. Alaa Youssef,
Managing Director at SAS Middle East, says analytics are
one of the key enablers for the future of the industry.
Alaa Youssef,
Managing Director at
SAS Middle East
conclusion is they can create a superior
customer experience.
Infotainment world
Commoditisation became a big problem for
telecommunication companies. How many
offer mixes can one create and how far can
one go with lowering the price while still
making the business profitable?
Finding the Unique Selling Proposition is very
difficult when everything already has been
done and all telco offers seem similar. Low
price no longer makes a difference. Telcos
try to broaden their services to improve and
expand customer interactions.
Alaa Youssef, Managing Director at SAS
Middle East, said: “Consumption of telecom
products has fundamentally changed
with the digitisation of services, which
has resulted in higher levels of customer
satisfaction to take centre stage.
T
he telco business is becoming
supersaturated. Since the variety of
offers is on the rise, customers have
become increasingly demanding.
About two-thirds of the world’s population is
now using mobile devices. Data is exploding,
networks are increasing in size and
complexity but revenue for communications
service providers (CSPs) isn’t growing at the
same rate. What can telcos do to survive
tough competition, maintain the current and
gain new customers?
Nowadays data consumption is quickly
overcoming voice consumption.
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Smartphones have become the main tools
for news aggregation and entertainment,
creating a unique opportunity for telecoms
to take advantage of all the digital tracks
users leave behind.
The enormous volume of data that is
collected from telco consumers can be used
to optimise network performance and the
customer experience.
Using analytics CSPs can accurately
recognise clients’ needs and expectations,
expand services portfolios, make smarter
decisions about their complex networks
and guide capacity-planning. The
“Telcos have started to apply analytics
to their huge volume of data, in order to
personalise their services and products, gain
customer insights and achieve improved
decision making. Advanced analytics allows
telcos to unlock new enterprise value,
enhance customer experience at every touch
point and enable them to proactively offer
services and products such as video or audio
streaming services or unlimited Internet
packages to undecided subscribers who are
most likely to buy or respond.”
Applications for infotainment are on the rise
and members of the mobile society want to
take advantage of different digital devices,
such as watching their favourite series on the
smartphone while coming back from work
and finishing it at home using the same app
on the flat screen TV.
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