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The idea that Telecom Providers need to offer business clients higher value, industry-specific “solutions” to succeed in competitive and commoditized communications markets is not novel. Telecom Providers know this. Traditional carriers, wireless and Internet service providers, independent solution vendors, virtual network operators and other resellers of telecom products and services have been working for years to combine voice, data, and Internet connectivity services with differentiated value added business solutions. This shift from commoditized capabilities to value added, targeted offerings is also not just telecom industry specific; it applies equally to all providers of products and services to business clients.
This white paper describes how leading Telecom Providers are using data mining and predictive analytics systems to mine their business customer and channel partner data, use these insights to strategically target highest value B2B growth opportunities, and align their marketing budgets and sales activities with more data driven, highly targeted business strategies. Angoss provides an incremental approach, with stepwise refinement, enabling clients to build on, strengthen and extend existing segment based strategies for successfully executing vertical business solutions oriented strategies. By using this approach, carriers are able to discover best opportunities for faster revenue growth, predict which marketing and sales initiatives will most impact on revenue growth, and act on these insights, to increase customer revenue growth and retention rates, optimize their marketing and sales budgets, and measure the results. Insight Research has noted that of the $175 Billion wireless US market, for example, $88 Billion was spent by businesses in 2004. A significant portion of that $88 Billion is spent by large global corporations. Verizon Wireless recently noted, for example, that a significant portion of its business revenues were concentrated in a relatively small group of large global corporate accounts. At the outset it is important to note that this white paper is not about “enterprise” telecom services. These “enterprise” business customer relationships are significant, and are often even strategic, for both parties. With increasing consolidation among top tier businesses across all industries, and the growing sophistication of their needs in a global economy, these relationships will continue to evolve and create new demands for higher value added telecommunications business solutions into the future.
These relationships are relationship based, supported by global sales and service delivery organizations, and involve complex customer specific solutions. Data mining may be relevant for carriers in such areas as revenue assurance, and for improving the quality, consistency and scope of their services to enterprise customers, but adds little value to creating or sustaining these relationships.
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