「このようなことが起こるにつれて」としたうえで、「伝統的な分析・ビジネスインテリジェンスの専門企業にとってだけでなく、データソースのサプライヤー(DPI、ネットワークマネジメント、CRMベンダー)のほか、コンサルティングや統合プレーヤーにとっても新たな機会となっています」と、 Levine氏は続けて述べている。 加入者インテリジェンス調査のハイライト
- 加入者データの統合とマイグレーションに係る費用と時間は、加入者インテリジェンスのプロジェクトにとって相当な障壁となっている。
- 回答者が加入者分析に取り組んでいる促進要因のうち上位にあるものは、加入者がどのようにネットワークやアプリケーションを活用し、加入者のチャーンを減らしているかについてよく理解することである。
- 回答者は、加入者インテリジェンスソリューションを既存の分析ベンダーから購入しているか、購入する見込みだが、約半数はDPI (ディープ・パケット・インスペクション)ベンダーから購入するという。
Subscriber analytics market opening up to alternative vendors Boston, MASSACHUSETTS, December 1, 2014-Market research firm Infonetics Research released excerpts from its 2014 Subscriber Intelligence Strategies: Global Service Provider Survey, which explores how big data is driving big spending on subscriber intelligence as operators look to better capitalize on the staggering amount of valuable subscriber information that is stored across their networks, operations, and business support systems.. ANALYST NOTE "Operators have long leveraged analytics for revenue-preservation use cases such as revenue assurance and fraud and churn management. But as they look for ways to better monetize their customer base and differentiate against new competitors, we're seeing interest in a wider range of analytics use cases, including identifying next-best-action marketing opportunities, ascertaining a subscriber's relative profitability, and enabling variable charging based on factors such as network conditions and customer value," says Shira Levine, directing analyst for service enablement and subscriber intelligence at Infonetics Research.
"As this occurs," Levine continues, "It's creating opportunities for not only the traditional analytics and business intelligence specialists, but also suppliers of the data sources-including DPI, network management, and CRM vendors-as well as consulting and integration players." SUBSCRIBER INTELLIGENCE SURVEY HIGHLIGHTS
- The cost and time associated with subscriber data integration and migration are significant barriers to subscriber intelligence projects
- The top drivers behind respondents' subscriber analytics initiatives are gaining a better understanding how subscribers use networks and applications and reducing subscriber churn
- Respondents reported either buying or being likely to buy subscriber intelligence solutions from traditional analytics vendors, though nearly half indicated they were likely to buy from DPI (deep packet inspection) vendors