Teradata: Next-Generation Telecom Services

Victor Lund, President and CEO, TeradataVictor Lund, President and CEO For decades, telecom companies have been connecting people across the globe through various ways. But, today, business models in the telecom industry are changing more rapidly than consumers’ readiness to cope with the technological change, and as traditional enterprises, telcos are struggling to tackle the customer churn caused by new entrants providing over-the-top (OTT) services. For instance, cable TV providers today offer voice and high speed data, while internet service providers (ISPs) are providing voice over IP (VoIP) and IP video services. In the wake of these developments, as primary drivers of digital world, the onus is on telcos to reconquer customers’ attention that is gradually shifting from a network controlled by telecom (Managed Network) to the ‘unmanaged’ Internet due to the liberty provided by them in terms of content choice, time, and device to watch the content. The best way to retain and grow their customers is by investing in next generation technologies that allow seamless communication and media consumption experience. These technologies leverage high-speed broadband networks, smart devices, and media rich content irrespective of the communication network—fixed, wireless, or mobile.

Analytics, however, remains the key. To find patterns in customer behavior and provide relevant content and services valuable to them, analytics is crucial. Despite rapid advances in technologies, services, and business models in the industry, telecoms still use traditional metrics to measure their performance and customer behavior—with very little analytics involved in the process. That said, telecoms need to look beyond incomplete solutions that under-deliver and adopt a comprehensive analytics solution.
Addressing the longstanding predicaments of the telecom industry, Teradata delivers real-time, intelligent insights that allow telcos to offer better customer service. The company’s cutting edge analytics is enabling telcos to offer next-gen services.

We’ve been on a journey to do what everyone else is doing, but do it better. Clearly, we’re not done yet. In some ways, I hope we never are

With years of experience and expertise, Teradata has developed an array of solutions specifically for the telecom and media and entertainment industries. Amid the growing data volumes, the company has introduced Teradata Active Enterprise Intelligence that allows telcos to focus on their core business and better handle the traditional data as well as real-time data. The company has developed a model, Teradata Communications and Media and Entertainment Logical Data Model (LDM), which is field-based, self-documented, and customized to the needs of communication service providers (CSPs). The Teradata LDM is a standalone model that can address more than forty critical areas, including intellectual property management, content, title, title level, item level, and merchandising. In addition, the company has architected supply chain and demand planning, forecasting, and analytics solutions to address digital and traditional supply chains.

With the growing competition in the telecommunications industry, it is highly essential for the industry players to channelize their revenue streams and keep their pricing strategies strong. Teradata’s price optimization and revenue assurance capabilities ensure that a telco is prepared to address the variable pricing strategies, as well as steer clear of revenue losses due to the overcrowding of the market with new entrants. Telcos can improve high value ad inventory and ad yield, and deliver new products and services quickly by using Teradata’s Audience Insight Factory. This solution provides telcos the ability to aggregate historical and real-time consumer data from multiple channels into a single source, to serve relevant ads and content to customers in real-time.
In a nutshell, global telecom companies of all sizes from across the world can now have revenue, profit, and cost information to gain an edge where analytics matter most, whether it is in marketing, revenue accounting, reporting compliance, inventory, purchasing, or network management. A case in point is Saudi Telecom Company (STC), a leading operator in the Kingdom of Saudi Arabia that utilized Teradata’s solutions to accelerate its digital transformation and better identify customer needs and preferences. A data-driven approach to customer lifecycle management allowed STC to optimize customer experiences and decrease customer attrition. As a whole, STC has been able to automate more features, engage each customer with relevant offers, enhance customer satisfaction, and increase revenues. Similarly, Verizon, a large network provider relies on advanced analytics that are executed on Teradata’s platform to stay relevant to its consumers and identify new sources of revenue. By leveraging data and analytics, Verizon is empowered to offer a reliable network, ensure customer satisfaction, and develop products and services that consumers desire. As staying relevant to consumers while finding new sources of revenue is becoming highly critical, Teradata is helping telecoms create data and analytics architecture that drives innovation and informed decision making.

A burgeoning number of distribution channels and the proliferation of devices are forcing CSPs to reevaluate their business models to keep pace with consumers’ media choices. These changes are consistently tapping the doors of CSPs to recognize that future success solely depends on the development of business and technology environments that will more efficiently and effectively address operations, digital asset supply and demand chains, promotions, pricing, and forecasting capabilities. The more driven, pioneering, and forward-thinking CSPs have already embarked on this transformative journey and are in the midst of reorganizing their businesses, vigorously planning the incorporation of active intelligence, beginning their courtship with the consumer. Likewise, Teradata has also partnered with many of these CSPs to consolidate data marts, integrate Business/Operation Support Systems (B/OSS) systems, service delivery platforms, and optimize pricing. “We’ve been on a journey to do what everyone else is doing, but do it better. Clearly, we’re not done yet. In some ways, I hope we never are,” says Victor Lund, President and CEO, Teradata.