Culture shift needed to maximize benefits of analytics

While big data analytics is on every communications service provider’s (CSP) radar, investment levels are relatively minor for most organizations, with many barely scratching the surface, according to Pyramid Research.

The company’s latest report states that the return on investment from telco analytics is far behind that of online companies like Amazon, Google and Facebook.

Among those CSPs with more mature implementations, however, the focus has evolved from how to use technology to extract and manage the data, to how to effectively apply big data and real-time analytics to enhance the user experience, optimize investments and add value to third-party partners.

Pyramid Research said operators who are able to make BDA work for them will be at a significant advantage over their competitors in a market environment characterized by diminished variations between operators and the services they offer.

The extent to which BDA implementations are successful will be a significant factor in determining the market’s winners and losers, the company said.

“Our industry survey demonstrates that one of the most challenging aspects of the telco BDA implementations is the need for a significant shift in the structure and culture of the organization,” said Ozgur Aytar, director of research at Pyramid Research.

“To maximize the BDA opportunity, telcos should put into place the correct leadership structure, break down barriers to data access and create a collaborative environment where people from different parts of the organization can work together for mutual benefit,” said Aytar.  “It is important to recognize that BDA is not primarily a technological investment but a major organizational restructuring.”