Is your data fuelling growth?

September 12, 2012

Big Data Monetisation In Telecoms

Data has recently been described as the oil that will fuel operators’ future growth (Ovum, 2011), with some operators looking to transform themselves into companies that primarily manage data as well as providing communications services. 

With operators currently under immense pressure to generate revenues and reduce churn in an increasingly competitive market, it is now imperative that they start to use their data to drive revenues.

As OTT players such as Google and Skype eat into revenues, operators are desperate to deliver new, compelling, revenue-generating services without overloading networks and without costs spiralling out of control.  They have to find new ways to manage their operations and their data in order to stimulate revenue growth. 

After conducting research with tier one operators across Europe, the biggest question they are currently asking is: just how do I collate, analyse and exploit the vast amounts of data in my possession?

Using insights from data to create value for the organisation, whether it’s the systematic identification of unused assets, network fault detection or uncovering customer insights, operator’s previously untapped data presents a significant opportunity to increase revenue, optimise costs and reduce churn.  The big question now is, which operators will pioneer this new era of big data and lead the way as they strive to be seen as the best in their field?

Big Data Monetisation In Telecoms – 22-24 January 2013, London. Draft Agenda.


Overcoming the challenges of Number Portability implementation

August 1, 2012

A lot has been made in the news lately of the success of Number Portability in Ghana. A recent report released by the NCA contains details the success of Number Portability in its first year (see below).

Over 370,000 numbers were successfully ported and Ghana is one of the few African nations to have successfully launched the service in the time that was first set out. It is only the second African country, after Kenya, to achieve this, although Nigeria, Egypt and South Africa have also been working on it for some time.
The overall performance and porting time in Ghana compares pretty favourably against other recent Mobile Number Portability implementations such as Kenya, where it could take 48 hours to port your number, and in India, where porting a mobile number could take up to 7 days.

http://www.nca.org.gh/documents/News/MNP_in_Ghana_First_Year_Report.pdf

But why is it so difficult for some countries to implement Number Portability in the time taken? Why do some seem to be able to have a smooth and efficient implementation while others don’t? What are the challenges posed by MNP implementation and why do some countries seem to struggle with these issues more than others?
Is it due to the infrastructure, technology and system upgrades that are needed? Is it more of a political issue? Some say that in countries where democracy is still a relatively new introduction, the introduction of Number Portability can often have political connotations. Some countries have a very involved NRA which really drives and steers the whole process, while others don’t.
What are your opinions and what do you think are the toughest challenges posing new countries that will implement Number Portability soon, such as Azerbaijan, Botswana and Costa Rica?

Number Portability Global Summit – 22-24 October 2012, London, UK. View the Full Agenda.


CEM UK Summit demonstrated “maturity of thinking” but journey not complete yet!

July 25, 2012

Customer Experience Management UK

The first-ever CEM in Telecoms UK summit made an impressive debut last week! It was tipped to be an event that would showcase ‘advanced CEM strategies’ and it certainly lived up to its reputation. Many delegates were struck by the maturity of thinking around key topics such as:

  • Social media – no longer something operators are afraid of but they are proactively embracing it to engage with customers!
  • Employee experience – operators are agreeing on the extent to which a good employee experience can positively impact the customer experience
  • ROI – operators are succeeding in linking CEM with hard financial metric s but there is still work to do around linking NPS with churn rates

Delegates also applauded the attention to detail that many of the case studies demonstrated. CEM is certainly shifting from being a ‘fluffy’ or ‘intangible’ topic to one that is focused on outcomes and measurable improvements that contribute to business goals.

                                

               

However, the event wasn’t just about finding solutions to shared problems, it also provided an opportunity to raise questions and challenge traditional thinking. Some thought-provoking questions included:

  • Multi-channel consistency – what do we really mean by consistency and is it always appropriate? For example, are some channels better than others at delivering certain information?
  • Exceeding customer expectations – do we really want to strive for this or is it dangerous to do so? Will your customers ever be truly satisfied with your efforts or will they demand more?
  • Social media – is it better to do something or nothing when a complaint is made? Should you wait for it to blow over or even for a customer to intervene, giving you more credibility?

                               

     

One topic guaranteed to generate controversy is NPS and this event was no different! While opinions seemed to vary dramatically, there was a general agreement that NPS is valuable as a ‘weather vane’ of customer satisfaction but needs to be supported by the voice of the customer to give granular detail as to why your customers feel the way they do.

This was illustrated in the example of ‘positive detractors’ – a phrase coined by Andy Bennett, Customer Experience Manager at Vodafone. He explained that customers would provide a score of 6 yet would claim to be very happy with their experience!

NPS is therefore a valuable tool but needs to be put in context in order to truly understand the customer experience. Markus Hohl from O2 suggested that we need to ask customers better, more specific questions, for example: ‘how far from ideal is O2?’

One final takeaway that delegates seemed to be reassured by was the agreement that the customer experience is a long-term journey. A ‘quick wins’ approach will not work when real culture change is needed and this can take years, but when done properly it can bring lasting benefits to both your customers and your company.

We are currently uploading more information on the CEM UK website.Come and visit us soon!

If you are interested in these topics, we would like to suggest you two conferences this year:

Customer Experience Management In Telecoms: Eastern European Summit: 24-27 September 2012, Prague, CZ. View the Full Programme.

Customer Segmentation and Churn Management: 15-18 October 2012, London, UK. View the Full Programme.

Customer Insight in Telecoms: 03 – 05 December 2012, London, UK. View the Draft Agenda.


Are you leveraging customer insight to drive profitability and increase customer stickiness?

July 16, 2012

ImageIt is slowly dawning on operators that if they want to stay ahead of the game, using real-time analytics to predict subscriber behaviours and understand the context of each customer interaction is essential.

Currently faced with recurring challenges such as dropped calls, low bandwidth and slow loading of files, operators are currently delivering a poor customer experience that leads to an increase in churn.

Executives from right across the telecoms industry are beginning to view customer insight and analytics as necessary for improving revenues and delivering an optimal customer experience.

Operators are now turning to customer insight to uncover new possibilities of combating churn.  Anticipating subscriber needs and proactively and personally interacting with their users is now critical if operators want to effectively manage the customer experience.

Additionally, sourcing and analysing customer insights to then offer special discounts or upgrades and in turn create new revenue and upsell opportunities has become top of the agenda for operators.

The big problem now is, just how do operators collect and analyse customer insight and transform it into actionable business strategies?

For more information, visit our website for Customer Insight in Telecoms or view the Draft Agenda.

See you in London!


Eastern Europe abuzz with FTTH investment talks

July 12, 2012

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The dominant fixed line operator in Ukraine, Urktelecom, has revealed that they are looking into the possibility of rolling out FTTH.

Urktelecom currently rely on their existing xDSL network to deliver broadband across the Ukraine but, they had made plans to deploy a large scale FTTB network in the not to distant future.

 
However, the incumbent Ukrainian operator is now reconsidering this option and looking to move instead to a GPON FTTH network.

Acting CEO, Igor Kravets recently announced – “We are actively now considering a draft GPON / FTTH.  I think we are more likely to [pursue this plan], and not FTTB.  We study the experience of other countries, particularly Russia… GPON [proves] less costly and more effective.”

Like similar operators across Eastern Europe, Urktelecom have realised the benefits of extending their fibre as far as possible.   With cost being a huge challenge for operators as they try to develop a profitable business case for fibre deployments – it is critical that they adopt the best strategy for achieving the quickest ROI.

 
In rolling out FTTH Urktelecom hope to attract a further 400,000 subscribers to its network and have announced a new target for investment in its fixed broadband network totaling around USD 68 million!
As Eastern Europe continues to lead the way in fibre deployment, is FTTH really a better strategy for achieving that much needed ROI? And, is larger investment in fibre in the short-term actually better for your business in the long-term?

Come to visit our website: FTTx Summit Eastern Europe

Or view the FTTx Summit Eastern Europe Full Agenda


Using customer insight to act quickly is critical in today’s market!

July 12, 2012

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In order to retain their customers, operators have to start responding to potential issues much faster than they currently are.  It is now imperative that operators are able to act quickly and react to subscriber demands in a much shorter time frame.

Operators need to start sourcing the insight they need to make better business decisions on their investments.  They need to go beyond the traditional CRM solutions that they have typically turned to in the past.  They need to find a solution that will allow them to take action based on a user or segmented users’ experience and behaviour in real-time.

As they start to follow in the footsteps of other industries and begin to extract insights to expose key performance and quality indicators at any given point in time, operators are faced with several key challenges:

  • How can you source the data you need to determine what will provide the best returns for your business?
  • How can you collect timelier insight of your business performance across all levels?
  • How can you use insight to make quicker decisions about how to handle service-related issues?
  • How can you turn insight into actionable business strategies?

And, most importantly, how do you get access to the right data at the right time?

Without the relevant data, operators cannot enhance their understanding of the customer experience. It is this crucial information that will help operators compete much more effectively and ensure that they are driving growth in an extremely tough economy.

For more information, come to visit us on our website: www.customerinsightintelecoms.com
Or view the Customer Insight in Telecoms Draft Agenda


Telecoms operators face increasing financial dilemma in choosing fibre over existing DSL to meet broadband demand

July 9, 2012

Telecoms operators face increasing financial dilemma in choosing fibre over existing DSL to meet broadband demand

Broadband has passed another major milestone, according to the latest figures published by the Broadband Forum and prepared by broadband industry analysts Point Topic.  The global total of broadband subscribers soared to over 600 million in the first quarter of 2012, indicating a further acceleration in growth as over 100 million new lines were added (20% of the total) in less than 18 months.

Copper networks continue to be the most lucrative option for operators, delivering broadband over DSL to more than 367 million subscribers worldwide.  However, with FTTH technologies delivering ten times the bandwidth compared to advanced DSL technologies, telecoms operators are increasing being forced into large scale fibre investments.

The problem for operators is that upgrades to advanced forms of DSL require a fraction of the investment of upgrades to FTTH.  With the short term ROI on DSL technologies far exceeding that of fibre deployment, operators are increasingly faced with a difficult dilemma.
 
As operators now openly question the longevity of using DSL technologies, the key challenges are how they can build a fibre business case that delivers an ROI and how they can minimise financial risk by getting their fibre deployments right first time?

Taking place in Budapest from 18-21 September 2012, FTTx Summit Eastern Europe will address the key issues facing operators as they struggle to successfully finance and deploy fibre networks and get the deployment right first time. The event features two main conference days packed with operator case studies and two focused workshops, allowing attendees the opportunity to further analyse compelling topics. View the full agenda, and register now!

We look forward to seeing you in Budapest!