Katyayan Gupta, Analyst and Connectivity Lead, Telecom and Networking services, APAC & Emerging Markets, Forrester Research reminisces how the focus of service providers evolved over the last couple of years.
“The operators today are focusing a lot more on the customers who are on-board, reaching out to them proactively, and providing Value Added Services (VAS). This is the story of Indian Operators 2.0, which is all about VAS and enabling intelligent services to customers,” he says. Some of the key technologies that the telecom vertical has been investing in include business intelligence and analytics, Big Data, predictive analytics, Operations Support System (OSS), Business Support System (BSS), customer experience management, social media, multi-channel integration of CRM, and technologies to tap into the enterprise market.
Forrester’s Gupta says, “Predictive Analytics will become very important in the future. This solution would enable predicting the behaviour patterns of specific users, enabling the operators to provide personalized solutions for individual customers depending on their specific usage patterns.
Banks, insurance companies, employers, retailers, marketing agencies, political candidates, and more are using predictive analytics to gain valuable, yet potentially worrisome insights into people’s lives, such as when we’ll get pregnant, whether or not we’ll take our medicine, how we’ll vote, and even where we’ll be 24 hours from now. Driven by advanced alogarithms and a seemingly endless supply of data provided by electronic financial transactions, Internet activity, and cell phone habits, researchers are able to garner a pretty good understanding of what makes people tick.
Big data market is expected to grow more than two-fold to USD 153.1 million (around Rs 840 crore) by 2014, over the last year, on the back of huge growth in volumes and diversity of data, a survey has said.
According to IDC, big data market is likely to reach USD 153.1 million in 2014. Huge growth in volumes and diversity in data are the factors leading to the adoption of big data technology among businesses, the survey by IDC-EMC said.
Digital technology is transforming the marketing functions. This edition of Story Board understands how Visa- the electronic payment service provider functions. Visa has been active in India for 30 years now and has worked to popularize the use of credit and debit cards in an environment where 97 percent of financial transactions are in cash.
Visa’s marketing director for India and South Asia, Shubhranshu Singh explains how B2B business data analytics are used to decode consumer trends and to create ad campaigns and to power all aspects of marketing.
The article contains edited transcript of Singh’s interview to CNBC-TV18.
The survey of C-suite and executive function heads with responsibility for Big Data initiatives revealed that 85% of the organizations surveyed had funded Big Data initiatives underway or in the planning stage. The interest and commitment is real. What is less certain is how these same organizations plan to support these initiatives from a business and talent perspective.
Organizations expressed serious reservations about the talent and organizational alignment issues that we see as a critical element in enabling organizations to derive value and achieve success from their Big Data investments. While Big Data holds the promise of greater speed, flexibility, and the ability to unlock new insights from large and diverse sources of data, it has also raised expectations, causing some organizations to caution about what can be realistically achieved in the immediate term.