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Monetizing Data and Driving the Customer Experience

Do the two really go hand in hand?

As revenues from traditional voice and messaging channels continue to dwindle, operators are reassessing their role in the digital communication value chain, and defining what value they can bring to their customers.

Of course "customers" increasingly includes partners as well as end users, as operators and digital service providers join forces to bring new services and tariffs to market.

The value of customer context data

Operators are adapting to ensure they remain relevant to subscribers whose expectations are shifting upwards, exponentially.

As part of this refocusing exercise, many operators are putting renewed attention on extracting insights from their customer data.

By unlocking this knowledge, operators are of course in a position to upsell and cross-sell their own services more effectively. But the new revenue opportunity comes from selling this  customer data, or analysis of the information, to third parties for advertising or market research.

The benefits to operator and any partners they choose to share information with are clear. The stumbling block for operators comes in framing a positive case for third party data sharing to their subscribers, who trust their operator to protect their data.

As a society, we are accustomed to target advertising and, in many cases, we see the value that it can bring to us. For example, it's second nature to browse through Amazon's ‘Recommended' list, which shows us products we might be interested in based on our purchase history. Even our Google searches are contextualized based on our location, presenting us with relevant results.

Operators need to be sensitive towards end customers' concerns about how their personal information is used for marketing purposes, whilst actively demonstrating the benefits of making their mobile data more available. Because, as has been already demonstrated, once consumers see the value that such schemes bring to them personally they are much less concerned about privacy issues (on an anonymized and   aggregate basis).

Data Sharing

Operators should be proactive in talking about the value of data sharing with customers, and be transparent in setting the opt-in parameters.

This could simply be giving the operator permission to share more information about who and where they are. In return, the customer may receive more personalized offers and deals to their phone from third party companies who want to reach them.

There is a value to enhanced data mining to all in the value chain and the precedent for personalized marketing has already been set.

As trusted guardians of data, operators simply need to strike partnerships that will offer genuine value, and then be confident in making the case for data sharing to their customers. This market is for the taking, and operators have a chance to reinvent themselves as digital service providers, opening up lucrative new revenue streams.

The Veris Convergent Context-awareness Center (C3) is a Big Data appliance from AsiaInfo, which enables operators to make relevant and personalized marketing offers and timely policy changes to precisely targeted audiences at the ideal moment for each individual customer.  This capability is based on Veris C3's sophisticated Data Behavior Insights and real-time knowledge of each customer's context.

More Stories By Katie Matthews

B2B marketing professional working in the Cambridge technology sector, with specialist experience in telecommunications.