Telecom providers will have to do more to integrate mobile, social networking and real-time analytics to better acquire and maintain customers.
That’s the takeaway from a new IDC report entitled “Welcome to the New Mainstream, which talks about the integration of currently disruptive and soon-to-be-mainstream technologies—cloud with mobile, mobile with social networking, and social networking with “big data” and real-time analytics. The combination of those technologies, according to IDC’s Frank Gens, senior VP and chief analyst at IDC, will result in intelligent industry” transformations in which Internet technologies mix with analytics and convergent services.
For both business and technical folks, the integration is inevitable. Marketers and product developers and product managers need to do more in terms of target marketing, personalizing promotions, managing customers and preventing churn. With social media increasingly used as influence centers in which people praise or criticize certain brands in a viral manner, it’s important that business people cull data across the web and integrate it with historical information and transaction details to build customized acquisition and retention strategies.
Also, mobile devices over which people use Twitter, YouTube, Facebook, LinkedIn produce valuable mobile data that can be integrated to further customize experiences, as their location and proximity to stores or merchants are particularly valuable now with the holidays, as shoppers seek promotions and discounts.
For IT, social media and big data management and analytics can help open the view to where capacity is most needed and at what times, and for whom. It can help them to better understand network utilization and peak usage times, as well as see where customer experiences are impacted by certain pieces of equipment or devices.
Because service providers already hold so much valuable information about customers, and because they are already investing in analytics for better subscriber data management and policy management capabilities, the integration of social networking, analytics and mobile should be an obvious evolution.
That’s the takeaway from a new IDC report entitled “Welcome to the New Mainstream, which talks about the integration of currently disruptive and soon-to-be-mainstream technologies—cloud with mobile, mobile with social networking, and social networking with “big data” and real-time analytics. The combination of those technologies, according to IDC’s Frank Gens, senior VP and chief analyst at IDC, will result in intelligent industry” transformations in which Internet technologies mix with analytics and convergent services.
For both business and technical folks, the integration is inevitable. Marketers and product developers and product managers need to do more in terms of target marketing, personalizing promotions, managing customers and preventing churn. With social media increasingly used as influence centers in which people praise or criticize certain brands in a viral manner, it’s important that business people cull data across the web and integrate it with historical information and transaction details to build customized acquisition and retention strategies.
Also, mobile devices over which people use Twitter, YouTube, Facebook, LinkedIn produce valuable mobile data that can be integrated to further customize experiences, as their location and proximity to stores or merchants are particularly valuable now with the holidays, as shoppers seek promotions and discounts.
For IT, social media and big data management and analytics can help open the view to where capacity is most needed and at what times, and for whom. It can help them to better understand network utilization and peak usage times, as well as see where customer experiences are impacted by certain pieces of equipment or devices.
Because service providers already hold so much valuable information about customers, and because they are already investing in analytics for better subscriber data management and policy management capabilities, the integration of social networking, analytics and mobile should be an obvious evolution.
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