Research conducted by Analysys Mason for IT software and services company AsiaInfo found that 62 per cent of operators surveyed felt they were currently at least two years behind large Internet players such as Google, Amazon, Facebook and Apple in their efforts to monetise customer data. This is despite the fact that two-thirds of the operators placed high importance on personalised, contextual marketing based on customer insights. The research covered 50 operator respondents drawn from across the world and focused on the challenges facing operators looking to successfully monetise customer data in a similar way to the Internet players. Among European operators, nearly 60 per cent also saw regulation as the main barrier to their ability to compete successfully. Analysys Mason noted that operators want to make the most of the abundant customer data they have, but in technical terms they still have a long way to go. Report
