SNA Brings the Customer Closer

Social network analytics (SNA) is becoming increasingly popular as service providers look for ways to gain a competitive edge and better understand their customers

March 12, 2012

2 Min Read
SNA Brings the Customer Closer

Last year, I wrote a blog post regarding social network analytics (SNA) and how it is garnering more interest from operators -- especially wireless -- as understanding the customer continues to be mission-critical in the competitive landscape. (See 'Social' vs 'Social': The Homophone of Telecom.)

SNA uses algorithms and business intelligence (BI) from call and data logs to identify "influencers" in social circles or networks. The intended result is to retain customers by preventing churn and create new revenue through more targeted cross-sell, up-sell and viral campaigns.

The newest Heavy Reading Insider, "Social Network Analytics: Strategies for Service Providers," looks at some of the vendors offering SNA and includes companies such as IBM Corp. (NYSE: IBM), Indiro, KXEN, SAS, Subex Ltd. , Sybase Inc. and Teradata (NYSE: TDC).

Over the past year, SNA has gained more momentum in the telecom space. For example, since this report went to press, Aito Technologies , which has its Customer Experience Analytics product, recently announced the addition of SNA to its product offerings. Aito's SNA component is to provide cross-silo analysis between social media trends, customer acquisition, churn, experience and popularity among different segments to reveal correlations. Aito says the new SNA feature provides another, external angle on its customer profiling.

In addition to Aito, Comptel Corp. (Nasdaq, Helsinki: CTL1V), which provides software in the areas of service fulfillment, mediation and charging, has also added analytics to its portfolio of offerings. Comptel recently acquired Xtract Oy, a Finnish software company that specializes in advanced analytics. Comptel reports that its strategy in this acquisition is to build an integrated offering for service providers to manage the customer experience and to drive new revenues from their subscriber base through advanced analytics capabilities. Comptel says this acquisition completes its "event-analysis-action" vision that will help telecom operators provide value to their customers and operations by driving real-time business decisions.

As more vendors add SNA to their product offerings, it is evident that service providers are looking to different ways to learn about the behaviors of their customers and their social circles in order to better serve them. 2012 will reveal which SNA vendors will be more successful and if SNA will continue its momentum in this space.

— Sarah Wallace, Analyst, Heavy Reading

Social Network Analytics: Strategies for Service Providers, an 11-page report, is available as part of an annual subscription (12 monthly issues) to Heavy Reading Insider, priced at $1,595. This report is available for $900. To subscribe, please visit:

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