Operator spending on subscriber data management (SDM) software and services is set to reach $789 million by 2013, according to research firm Infonetics.
Operators are increasingly seeing the value of SDM tools, as they seek to better capitalize on their existing marketing data assets, Infonetics said.
As a result, the SDM market is predicted to grow at an annual growth rate in the high double-digits over at least the next four years.
“At this point, the primary challenge for operators in implementing SDM strategies isn’t the available technology,” Infonetics directing analyst for OSS Shira Levine said.
Instead, the main hurdle is “overcoming legacy mindset and opening up the data silos that exist within the organization, which requires a C-level mandate,” Levine added.