Be disruptive in telecommunications, or get disrupted
Digital Revolution in the Telecommunications Industry
The telco industry is only second behind the media industry in likelihood to experience massive digital disruption over the next few years. With social media taking a large bite out of the text and voice business, all telecommunications companies are under tremendous pressure to reduce costs, provide higher levels of customer satisfaction, and increase revenue. To do so, they are adopting omnichannel customer outreach strategies and offering self-serviceable online customer service. In the near term, telco companies are hoping to use real-time customer 360-degree data so as to personalize promotions, campaigns, and services along the entire customer lifecycle. Some network operators are already using analytics to understand and reduce customer churn, improve network design and ticket resolution, and reduce spending. Unfortunately, many telco companies are not adequately meeting these challenges.
48% of 5,700 end customers rated their network providers to be “poor” in terms of digital services, while only 14% rated their network providers as “great” in that respect.
Challenges in Digital Transformation
The telecommunications industry has been going through a spree of M&A for almost a decade, and most of the consolidated telco companies ended up acquiring legacy technologies and data silos that require so much hands-on maintenance that their IT departments don’t have the agility to modernize the enterprise data architecture. As a result, most of the medium- to large-sized telcos rely on too many data silos and legacy technologies. For some of the larger, more established telco companies, their aging, complex IT infrastructure prevents them from effectively competing with newer, more nimble competitors. All telcos and operators should adopt open, agile IT architectures that enable them to innovate faster in a fast changing industry while simultaneously exploiting their data troves to run effective, precisely targeted marketing activities.
Data Virtualization Is the Right Way to Handle Data
Data virtualization is a modern, flexible data integration technology that can protect any IT department’s infrastructure investments. The Denodo Platform, built on data virtualization, has constantly proven this with some of the largest names in the telco industry. Whether the telco company hopes to create a master data solution, 360-degree views of the customer or product, data services for its customer portal, or migrations to the cloud for agility and flexibility, deploying the Denodo Platform as the central data fabric has been critical for success. In addition, the Denodo Platform has future-proofed their enterprise data architectures.
The Benefits of Data Virtualization
Optimum network inventory management brings down total cost.
Comprehensive data analytics helps in targeted campaigns and promotions.
Targeted marketing, cross-sell, and up-sell initiatives increase revenue and profits.
Real-time, integrated data results in the highest levels of call center ticket resolution and customer satisfaction.
Data virtualization enables easy, post-merger integrations, with zero downtime for the merged entity.
Data virtualization offers the fastest way to move to cloud technologies, without the slightest interruption of daily operations.
DENODO CLOUD SERVICES
The only pure-play data virtualization product in the cloud