Becoming data-driven leads to important opportunities and challenges for the Telecom industry
The impact of Data is more and more tangible, especially in the Telecom industry
Next-generation analytics solutions provide many industries with a new and very real opportunity to improve their operations and make a breakthrough in customer experience. This is particularly true for industries that have a large customer base and/or complex infrastructure such as retail, financial services, utilities and especially telecom.
For telecom providers, which have the distinctive advantage of possessing both network and customer data, Data analytics is a multi-fold opportunity, allowing to improve network utilization, products & service tailoring, efficiency of operations and customers experience, as well as to reduce OPEX and create new revenue streams.
Data is also increasingly being used to generate new sources of revenue. More and more telecom & media companies are handling data as a product and/or deliver insights to third parties (for example: geo-located marketing services).
We found, by working with global Telecom and Media companies on Data & Analytics, that they face common challenges in their transformations towards becoming insight-driven organisations. These challenges often reside in the way Insights & Data capabilities & services are organized and transformed:
Based on our experiences we identified fundamental elements contributing to successful I&D transformations
In becoming a more customer-centric, organisations need to focus on Insights & Data as part of the three key pillars, the others being Digital and Agile.
Companies that are succeeding in these new undertakings are those that break down some of the mentioned barriers above and follow these trends & understandings:
1) Business objectives should be the driver for the I&D Vision
The starting point to driving Insights & Data must always be your business objectives. Design your roadmap to harness new data sources based on how they will help achieve these objectives. Equally important, your journey must be dictated by where you start, in terms of data maturity but also technology.
- Align on vision / purpose of data activities
We find that most successful programs start by addressing a few real business use-case opportunities. This creates a much stronger dialogue between IT and business which is needed to facilitate the Insights & Data agenda
- Focus on use cases while gradually building capabilities to quickly deliver value
Most clients are adopting an incremental approach to moving from idea to enterprise adoption. A new mindset is emerging that involves quickly building proof of concepts, “failing fast”, and then, where value is found, scaling rapidly – in weeks and months – rather than launching multi-year programs.
What sets successful programs apart, is that they take this incremental approach within the framework of a clear strategy, ensuring investments are aligned with long-term business objectives.
2) Centers of Excellence: The big trend to improve data governance
While having a clear vision is crucial, having the right governance in place is important to effectively coordinate data analytic activities. For this, a Center of Excellence (CoE) can be used that governs and controls data while ensuring consistency through a set of standards.
This also helps to foster engagement within the organization by creating a community around data management, and allowing more efficient decision-making.
3) A data-driven culture supports analytics capabilities and helps to achieve the targeted benefits
Data science unlocks the insights, but it needs to become part of the organizational culture to be fully utilized. Only by embedding it throughout the enterprise, and systematically making all decisions better informed, can organizations achieve the transformation to becoming insight-led.
The delivery of data analytics & insights needs to be highly visible and provide visible, trusted impact & satisfaction from the stakeholders.
Effective company-wide communications around insights including emails, screens, events and learning days are beneficial to promote adoption.
4) The move from Capacity BI to Service Center BI is a necessary shift
The demand from business users for information and data driven insights is ever increasing in virtually all organizations. To harness this, business users must feel that they can rapidly access the information they need where and when they need it.
This becomes difficult when bottlenecks are created around a small number of skilled employees who are generating and managing the reports for others. Even though data is available, this can make the process slow or tedious, causing employees to not bother accessing it.
In these situations, BI as a service can improve the extraction of data, organize it into a high-performance data warehouse and gives users convenient access through a front-end interface.
5) Start small (but whole) and scale fast
Additional challenges & opportunities will arise as time moves forwards. Having a structured vision & approach will give your organization the necessary preparation. As Capgemini Consulting, while supporting our clients on these ambitious endeavors, we enabled ourselves to strengthen our expertise and best practices in Insights & Data transformations.
Capgemini has decades of experience working with the telecom industry and has significant Data & insights experience. We have a dedicated team of 15.000 data consultants over 40+ countries and leverage over 100 client’s success stories in I&D across the EU, US and India.
As trusted partner, we can leverage these successes to improve your I&D questions and related topics.
Frederic Vander Sande
Vice-President and Head of Telecom, Media & Technology, Capgemini Consulting Benelux