Journey through Enterprise IT Services
In Journey through Enterprise IT Services, Nadhan, HP Distinguished Technologist, explores the IT Services industry, and discusses technology trends in simplified terms.

Smarter profiling of telecom customers using real time analytics

Customers enjoy increased degrees of freedom today, generating more data about themselves than ever before. Enterprises are well-positioned to process this data while putting customers at the center of their organization. However, just having access to this data is not adequate. It must be analyzed in a timely fashion, in lockstep with its generation, to glean useful insight that can be acted upon. This is especially true for global telecommunications providers, who collect 40 terabytes of data per day. The principles of Infonomics are being applied to only a paltry 3 percent of this data. Why is it only 3 percent? Well, technology is certainly not the reason. There are integrated tools and solutions that can expedite the superior profiling of telecom customers. The question is whether enterprises are taking a smarter approach to customer profiling.




Let’s look at the numbers. 40TB of customer-centric data is generated per day from various perspectives — including network, subscriber, marketing, applications and social media. By 2015, there will be 7.7 billion mobile phones in use with 15 billion connections worldwide. 85 percent of the global workforce will be using mobile devices with one billion broadband subscribers. 183 billion apps will be downloaded each year.


Traditional profiling techniques include categorizing customers based upon who they are and how they use the services into simple, batch and static profiles to understand their behaviors. But these techniques were effective even before the customer went social. In a brave new world of mobile interactions, where customers are enjoying at least five more degrees of freedom, enterprises must take the right steps to combat Big Data challenges of volume, variety, velocity and vulnerability.


Telecom providers must apply superior customer profiling techniques enabling them to:

  • Market personalized campaigns and promotions
  • Enhance customer care
  • Improve the subscriber's quality of experience
  • Create personalized offerings and advertising

There are multiple enabling tools available today to perform complex analytics on large volumes of data in real-time in addition to analyzing the customer sentiment. At the same time, tools can also cleanup legacy data so that such analytics are performed on data that matters.


Additionally, integrated solutions that directly address these challenges within the communications industry have emerged as well. Take for example the HP Smart Profile Server — a fully integrated, real-time analytics platform for large data sets (based upon Vertica and HP Autonomy) designed specifically for the telecommunications market.



Competitive telecom providers of tomorrow must not only go social to know what their customers want but also be smarter about profiling their customers. Predictive analytics will drive systemic automation in their enterprise enabling them to address today the customer demands of tomorrow. Competitive telecom providers will differentiate themselves with technological solutions that can best automate the collection and analysis of data to present actionable insight.


How do you profile your customers? What are the techniques you have in place to enable smarter profiling? Please let me know.


Connect with Nadhan on: Twitter, Facebook, Linkedin and Journey Blog.




alainguigui | ‎07-26-2013 07:50 AM

This integrated 360 degree view of customer intelligence can really change CSPs' life.  

Nadhan | ‎07-26-2013 10:03 PM

Thanks for weighing in with your thoughts, Alain.


This is so true in the New Style of IT with the user (customer) being at the nerve center of it all: 


Connect with Nadhan on: Twitter, Facebook, Linkedin and Journey Blog.

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