Communications Providers’ Market Share at Risk from Lack of Customer Understanding

Operators need to harness the potential of their subscriber data or risk becoming obsolete as new players in the communications market encourage superior brand loyalty – according to a wide-ranging global report launched today. The second part of this independent research, commissioned by Apertio, questioned over 70 global communications service providers (CSPs) on real-time subscriber data issues and focused on how CSPs can gain maximum benefit from their subscriber data.

The majority of respondents (62%) agreed that competitive pressures from areas such as ISPs, search and software providers are demanding that CSPs improve their subscriber intelligence. Whilst communications businesses are more adept at service delivery and infrastructure, the disconnect comes from the Internet brands who have started encroaching upon the telecommunications market and are more accustomed to nurturing subscriber relationships and customer value in real-time.

The survey found CSPs feel that to effectively compete with newcomers, as well as traditional competitors, they need to unlock the vast amount of subscriber data they hold and utilise it in real-time to create an integrated service and marketing model. The respondents recognised the value created by an informed view of the customer, with 76% stating that customer profiling is one of the most relevant areas where they can use the data, closely followed by identity management (64%). Such information puts the service providers in a privileged position, by being able to provide the user with services that are more useful and relevant to them, rather than the standard one-size-fits-all offering.

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