Operators should harness the potential of their subscriber data or risk becoming obsolete as new players in the communications market encourage superior brand loyalty.
According to an Apertio-commissioned global report, 62% of respondents say competitive pressures from ISPs, search and software providers are demanding that communications service providers (CSPs) improve their subscriber intelligence.
To effectively compete with new and traditional players, CSPs should unlock the vast amount of subscriber data they hold and use these in real-time to create an integrated service and marketing model.
Some 76% say customer profiling is one of the most relevant areas where they can use the data, closely followed by identity management at 64%.