& cplSiteName &

Big-Data's Not So Big Without CEM

Sarah Thomas
10/11/2013
50%
50%

It's no surprise the big-data market is attracting new entrants, consolidation, and operator attention. It's largely because there's ample opportunity to make money, but any player would be remiss to focus only on that money-making part of the big-data equation.

Rather, big-data should be part of a larger customer experience management (CEM) program within the operator. It's hard to say whether this imperative falls to the operator, the big-data vendor, or, most likely, both. Most of the vendors I've spoken with note that their analytics tools can be used to help the operators do most any type of customer care, CEM or network-related upgrades, but it seems the operators are stuck on the how to make money from their analytics capabilities. (See: Big Data Attracts Big Dollars, New Faces.)

Heavy Reading senior analyst Ari Banerjee tells us there is a lot of opportunity for new entrants in the big-data space that have a robust technology platform and can work with operators with innovative business models. But a focus that goes beyond data monetization to a broader CEM strategy is a must. According to Heavy Reading's projections, CEM-centric activities, as well as network intelligence and analytics, will play a much greater role in the big-data market.

This will result in the use of big-data analytics to improve the customer experience at a network, billing, and services layer. It also entails breaking down silos to get a much broader, more detailed view of a subscriber. A triple-play provider is better able to help a customer if it has visibility into all the services used by that customer, especially if all those services are consolidated onto one bill. That may present upsell opportunities, but that's secondary to the basic CEM considerations.

That may seem like an obvious move, but it's not yet a common approach. The disparate operations at major carriers work within their own silos, and the view they have of their customers relates only to the services provided by that particular division. This hurts the customer service experience but also represents a big CEM opportunity.

Part of the issue could be that the operators don't yet have the help they need to ingest, understand, and act on big-data. And they are not alone: According to McKinsey & Co. , the US could face "a shortage of 140,000 to 190,000 people with deep analytical skills as well as 1.5 million managers and analysts with the know-how to use the analysis of big data to make effective decisions."

But there is some evidence that operators are starting to look for help. Heavy Reading senior analyst Caroline Chappell has noticed there are numerous openings for PhD students who want to study data mining as part of their post-graduate studies.

Many operators such as Verizon Wireless , Sprint Corp. (NYSE: S), and Telefónica SA (NYSE: TEF) have created divisions to focus on utilizing big-data capabilities, but it could be that they don't have the expertise to make it part of a bigger strategy yet. (See: JDSU Urges Ops to Sell Their Location Data, AT&T Eyes Big Data Revenues, and Telefónica Battles Big Data Hype.)

Identifying new business opportunities (and potential cost savings) from big-data is a real opportunity, but it's not one that should be pursued in isolation. It's just one part of a larger CEM strategy -- and that's where the real opportunities lie.

— Sarah Reedy, Senior Editor, Light Reading

(5)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
Sarah Thomas
50%
50%
Sarah Thomas,
User Rank: Blogger
10/15/2013 | 3:28:18 PM
Re: The NSA Paradigm
Very good point, ping. All the vendors are working on that, although they have different methods. It's a lot to take in and understand, especially working within silos. I'll be looking for more concrete examples of it done well, and I'm sure the operators will look for examples of it tied to revenue generation. That's the kind of data they'll care about.
sam masud
50%
50%
sam masud,
User Rank: Light Sabre
10/15/2013 | 3:24:29 PM
The NSA Paradigm
Quite possibly nobody has more "big  data" than the National Security Agency, and in my humble opinion I don't think it's helping them all that much, relatively speaking, in going after the baddies. It seems to me that it makes little sense to suck up all the data for analysis--perhaps the challenge of big data will be in identifying data that truly is of value. I guess vendors that do that well will be the ones that succeed.
Sarah Thomas
100%
0%
Sarah Thomas,
User Rank: Blogger
10/11/2013 | 11:55:15 AM
Re: multi-vendor CEM
I like that quote, Liz! Makes sense. It's no small task when we're talking getting that granular. And, McKinsey isn't the only one predicting a shortage in big-data experts. I think that's why so many vendors are pitching products for analytics that are plug-in-play so that anyone can understand. But, I wonder if those go far enough?
TeleWRTRLiz
50%
50%
TeleWRTRLiz,
User Rank: Lightning
10/11/2013 | 10:39:03 AM
Re: multi-vendor CEM
We've got a number of Catalysts at Digital Disruption on this very topic--the two go hand in hand. Customer engagement/experience can't be improved until businesses start capturing, analyzing and understanding data over a period of time rather than just one interaction. One of my favorite quotes from our CEM guru here at the Forum is: "If you run your business with averages, you will run an average business."
Sarah Thomas
50%
50%
Sarah Thomas,
User Rank: Blogger
10/11/2013 | 10:21:55 AM
multi-vendor CEM
It's becoming clear that operators are using multiple vendors for big-data analytics alone, not to mention their wider CEM strategies. For example, Zettics works with the big four operators, and Guavus has said Sprint is a customer, maybe even AT&T. I imagine the big four use their big vendor partners a la ALU, Ericsson, NSN, etc in the back office too. It'll be interesting to see how that shakes out and all fits together to create their larger CEM strategy.
More Blogs from Que Sera Sarah
Nicole Engelbert, the director of research and analsis for Ovum, will be joining Women in Comms on Wednesday, Aug. 2 at 11:00 a.m. EST to talk all things women in tech.
Consulting firm will build 'inclusion councils' with white men in the mix instead of employee resource groups for women and minorities alone.
How many more women have to come forward and public apologies issued before we can just agree that now is the time to stop being creepy and start being decent human beings?
Over-the-top content company cuts its famous 120-slide deck down to 10 pages to communicate its values and culture to those both inside and outside of its business.
The ride-hailing company said it has let 20 employees go over an investigation into sexual harassment claims and is still investigating almost 100 others.
From The Founder
NFV's promises of automation and virtualization are intriguing, but what really excites service providers is the massive amount of money they could save.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
Women in Comms Introduction Videos
VMWare VP Brings Women Up With Her

8|16|17   |   6:49   |   (1) comment


It's an art and a science to make mentorship, inclusive leadership, diversity and promotion of high-potential women work, says Honore' LaBourdette, vice president of Global Market Development at VMWare.
LRTV Documentaries
5G Spectrum Wars – The Recap

8|15|17   |   2:22   |   (0) comments


Service provider 3 has filed a lawsuit against Ofcom over 5G spectrum auction in the UK.
LRTV Custom TV
Say What? Facebook Unleashes AI Anarchy – The Recap

8|7|17   |     |   (0) comments


A recap of the week's talking points on Light Reading's sister site, telecoms.com. Facebook AI programmers had a bit of a brain-fade as they allowed one of its AI applications to invent its ...
Women in Comms Introduction Videos
Fujitsu's Women Band Together to Help Girls Do STEM

8|2|17   |   9:35   |   (1) comment


Supporting women both inside and outside of Fujitsu is a top priority of the telecom vendor. Yanbing Li, Fujitsu Network Communication's director of System Software Development & Delivery, shares why it's important, but why there's still a long road ahead.
LRTV Custom TV
If You're Not First, You're Last – The Recap

7|31|17   |   08:18   |   (1) comment


In case you missed it, Amazon's 1% stock increase helped Jeff Bezos dethrone Bill Gates as the richest man in the world. Also, Taiwanese electronics manufacturer
Women in Comms Introduction Videos
AT&T's Tech President Preps Workforce for the Future

7|26|17   |   5:47   |   (10) comments


AT&T is focused on the software-defined network of the future and is reskilling its workforce to get ready too, according to AT&T's President of Technology Development Melissa Arnoldi.
Women in Comms Introduction Videos
Cisco: Mentoring Critical to Attract & Retain Women

7|19|17   |   6:40   |   (1) comment


Liz Centoni, senior vice president and general manager of Cisco's Computing System Product Group, shares why mentoring in all its forms is important for women and what Cisco is doing that's made a difference for women in tech.
LRTV Custom TV
Gigabit LTE With Snapdragon 835

7|12|17   |     |   (1) comment


At an event in Wembley stadium, EE used its live network to demonstrate gigabit LTE using a Sony Xperia XZ Premium smartphone with a Qualcomm Snapdragon 835 chip.
LRTV Custom TV
Implementing Machine Intelligence With Guavus

7|12|17   |     |   (0) comments


Guavus unites big data and machine intelligence, enabling many of the the largest service providers in the world to save money and drive measureable revenue. Learn how applying Machine Intelligence substantially reduces operational costs and in many cases can eliminate subscriber impact, meaning a better subscriber experience and higher NPS.
LRTV Custom TV
Unlocking Customer Experience Insights With Machine Intelligence

7|12|17   |     |   (0) comments


When used to analyze operational data and to drive operational decisions, machine intelligence reduces the number of tasks which require human intervention. Guavus invested in Machine Intelligence early. Learn about the difference between Machine Learning and Machine Intelligence.
Women in Comms Introduction Videos
Verizon VP Talks Network, Career Planning

7|12|17   |   4:49   |   (0) comments


Heidi Hemmer, vice president of Technology, Strategy & Planning at Verizon, shares how bold bets and the future of tech define her career.
Telecom Innovators Video Showcase
Masergy's NFV Journey

7|11|17   |     |   (0) comments


Ray Watson, vice president of global technology at Masergy, discusses the advantages and challenges in entering the still-maturing NFV market for the past three years.
Upcoming Live Events
September 28, 2017, Denver, CO
October 18, 2017, Colorado Convention Center - Denver, CO
November 1, 2017, The Royal Garden Hotel
November 1, 2017, The Montcalm Marble Arch
November 2, 2017, 8 Northumberland Avenue, London, UK
November 30, 2017, The Westin Times Square
All Upcoming Live Events
Infographics
With the mobile ecosystem becoming increasingly vulnerable to security threats, AdaptiveMobile has laid out some of the key considerations for the wireless community.
Hot Topics
Intel CEO Leaves Trump Biz Advisory Board
Dan Jones, Mobile Editor, 8/15/2017
Are Cord-Cutting's Days Numbered?
Alan Breznick, Cable/Video Practice Leader, Light Reading, 8/14/2017
Orchestration Startup UBiqube Pivots Away From NFV
Carol Wilson, Editor-at-large, 8/15/2017
Verizon Video Woes Pile On
Mari Silbey, Senior Editor, Cable/Video, 8/14/2017
Eurobites: KPN Buys Into Healthcare Sector
Paul Rainford, Assistant Editor, Europe, 8/16/2017
Like Us on Facebook
Twitter Feed
Animals with Phones
We Know a Tough Day When We See One Click Here
Live Digital Audio

Understanding the full experience of women in technology requires starting at the collegiate level (or sooner) and studying the technologies women are involved with, company cultures they're part of and personal experiences of individuals.

During this WiC radio show, we will talk with Nicole Engelbert, the director of Research & Analysis for Ovum Technology and a 23-year telecom industry veteran, about her experiences and perspectives on women in tech. Engelbert covers infrastructure, applications and industries for Ovum, but she is also involved in the research firm's higher education team and has helped colleges and universities globally leverage technology as a strategy for improving recruitment, retention and graduation performance.

She will share her unique insight into the collegiate level, where women pursuing engineering and STEM-related degrees is dwindling. Engelbert will also reveal new, original Ovum research on the topics of artificial intelligence, the Internet of Things, security and augmented reality, as well as discuss what each of those technologies might mean for women in our field. As always, we'll also leave plenty of time to answer all your questions live on the air and chat board.