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.
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.
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 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.
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.