Telecom IQ
Learn about the latest trends and strategy in the communications industry from experts in HP’s Communication & Media Solutions team.

HP Next Best Offer - transforming CSP marketing paradigm

Getting personal with customers

CSPs, like most business enterprises, have tried to gain market insights from collecting broad demographic information about their subscribers, such as age brackets and gender groups. That might be useful for one-to-many marketing campaigns that target large groups with broadly defined products and services, but we miss out on how unique each subscriber is.

 

Now we can do more. We can look at individual behavior to gain real-time insights into preferences and make a timely offer that doesn’t get lost in a mass marketing campaign that stands a far greater chance of being selected by the subscriber. We call this paradigm shift in how we market communications services the “next best offer.”

 

Making the next best offer

A next best offer (NBO) solution can help CSPs target their customers with the right offers at the right time, improving the overall experience and increasing revenue. You can do this by gaining a better understanding of your customers and their preferences through customer segmentation and repeat purchase modeling, product association analysis, and campaign planning for new promotions and discounts.

 

Here’s how it works. At any time during the lifecycle of a product, the marketing operations team first evaluates:

  • Which offer best matches the customer’s needs?
  • Which offer campaign best matches the service providers’ business interest—whether it’s customer retention, revenue increase, or both?

 

After the match is done, the identified offers are then promoted to the customer. Although simple in execution, NBO is based on advanced technologies.

 

HP Next Best Offer

As part of the HP Telco Big Data and Analytics solution family, the HP Next Best Offer solution brings together a unique combination of capabilities in our best-in-class business analytics solution with deep networking expertise for the communications industry. Key capabilities include:

  • The ability to draw data from many sources: the customer’s location, subscriptions, browsing behavior, demographics, and other data
  • Predictive, real-time analytics from HP Vertica
  • The ability to analyze both structured and unstructured data from HP Autonomy
  • The HAVEn architecture that’s built to integrate with every system in the CSP environment

 

 

To learn more about the HP Next Best Offer, visit hp.com/go/telcoBigData 

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About the Author
Oded Ringer overlooks HP's worldwide marketing strategy for Actionable Customer Intelligence (ACI) solutions. With many years in the Telecom...
About the Author(s)
  • Alain Decartes has over three decades experience working in the Telecommunication and IT Sector. Here he has had roles in a variety of sectors including the Value Added Service, Cloud Services and Apps Store market worldwide. He has strong skills in international sales, marketing and business development. Alain is HP Software’s worldwide Industry Solution Marketing Lead for the Communications, Media and Entertainment (CME) industry and sub-segments. In the past, Alain has held senior roles with Unisys, Comverse and Prodata Belgium. He is a popular speaker, moderator or chair at worldwide industry conferences. Alain has been a Board member at the International Association for Enhanced Voice Services. He has also won a number of Industry accolades including The Messaging Industry Association Special Recognition Award. Alain received a Civil Engineer in Telecommunications degree from the Faculté Polytechnique de Mons in Belgium.
  • Sigge Andreasson is Worldwide Solutions Marketing Manager for OSS Transformation, CMS at HP. Sigge has more than 25 years of experience in the telecom and software industries, and has held a number of different positions during his career with HP, spanning telecom engineering, pre-sales and marketing. Sigge holds a Master of Science degree in Electrical Engineering from Chalmers University of Technology, Sweden.
  • Julia Mason-Ochinero is WW CME Marketing Lead, HP Enterprise Marketing. In this role, Julia is responsible for driving dialog with CSPs on how they can transition to sustainable, profitable business models and enter into co-opetition with over-the-top (OTT) content providers who are changing this industry’s landscape. She joined HP in 2010 from Accel Partners (where she worked as a consultant.) Prior to Accel, Julia held marketing leadership positions with companies including Adobe, Nuance, OpenWave, Novell, Nuance Communications and RealNetworks. She began her career in Chicago working with organizations including AT Kearney, Andersen Consulting and Ameritech. She currently resides in Silicon Valley.
  • Marco has over 15 years’ experience working on strategy and innovation projects for major clients in the Telecom and Media Industries. He helps clients to improve their business performance through the adoption of strategically-driven technology solutions.
  • Marie-Sophie Masselot is bringing her thought leadership in business transformation in the telecom arena, thanks to her latest role as the marketing lead for the HP Solution Consulting Services practice worldwide. She is coming with a technical background as computer sciences engineer, having held different positions from software development through supply chain or sales support in telecom companies.
  • Michel Ferachoglou has over 20 years in IT and Communications, holding senior Product Management, Business Development, and Marketing positions with HP, as well as held various people management, strategic and business planning roles. Today, Michel is leading the NFV marketing program for CMS, along with a number of cross-portfolio activities within HP CMS Solution Enablement team.
  • Marie-Paule Odini is a seasoned HP executive, bring over 25 years of telecom experience. She has deep expertise in both the networking and IT environments, bridging voice and data. Marie-Paule is the HP CTO for Europe, responsible for the Communication and Media Solution organization, focused on customer innovation and emerging trends. She leads the technology discussions for M2M, Analytics and Cloud. She seats on ETSI and other standard bodies. She is a frequent industry speaker and editor in professional magazines, blogs on HP Telecom IQ and tweets on CMS twitter account. Marie-Paule’s prior responsibilities include managing HP’s worldwide VoIP program, HP’s wireless LAN program, and HP’s Service Delivery program. Since joining HP in 1987, she has held positions in technical consulting, sales development and marketing in Europe and in the Americas. Those roles have focused on strategic and operational responsibility for Networking, IT and operations. Marie-Paule holds a master’s degree in Electrical Engineering from Utah State University and business education from INSEAD, Paris. Prior to joining HP, Marie-Paule spent five years with France-Telecom/Orange research and development labs, defining architecture and value-added services launch for corporate customers. She also worked with standard bodies and industry forums at that time. She enjoys skiing and outdoors in general.
  • Oded Ringer overlooks HP's worldwide marketing strategy for Actionable Customer Intelligence (ACI) solutions. With many years in the Telecom industry, at companies like Alcatel-Lucent and TTI-Telecom, Oded focuses on Go-To-Market strategies bringing together Products, Business, Operations, Sales and Marketing.
  • Richard Arthur has enjoyed the last two decades of the wild ride that has been the communications industry since deregulation. He is currently leading the Services and Solutions Marketing team in HP’s Communication and Media Solutions business unit. This role embraces transformative telecom solutions including telecom cloud services, outsourcing, solution lifecycle services, OSS/BSS and network platforms. Richard is also managing the CloudSystem Service Provider Program in HP.
  • Grace has initiated and implemented in last decade the first support contracts for large Telecom operators like France Telecom, Vodafone, BT...Today she is in charge of developping support services which are maturing with a shift from reactive break/fix models to more-proactive and enhanced offerings that add business value.


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