Welcome!

Agile Computing Authors: Liz McMillan, Zakia Bouachraoui, Yeshim Deniz, Elizabeth White, Pat Romanski

Related Topics: @DXWorldExpo, Java IoT, Microservices Expo, Linux Containers, Agile Computing

@DXWorldExpo: Blog Post

Monetizing Data and Driving the Customer Experience

Do the two really go hand in hand?

As revenues from traditional voice and messaging channels continue to dwindle, operators are reassessing their role in the digital communication value chain, and defining what value they can bring to their customers.

Of course "customers" increasingly includes partners as well as end users, as operators and digital service providers join forces to bring new services and tariffs to market.

The value of customer context data

Operators are adapting to ensure they remain relevant to subscribers whose expectations are shifting upwards, exponentially.

As part of this refocusing exercise, many operators are putting renewed attention on extracting insights from their customer data.

By unlocking this knowledge, operators are of course in a position to upsell and cross-sell their own services more effectively. But the new revenue opportunity comes from selling this  customer data, or analysis of the information, to third parties for advertising or market research.

The benefits to operator and any partners they choose to share information with are clear. The stumbling block for operators comes in framing a positive case for third party data sharing to their subscribers, who trust their operator to protect their data.

As a society, we are accustomed to target advertising and, in many cases, we see the value that it can bring to us. For example, it's second nature to browse through Amazon's ‘Recommended' list, which shows us products we might be interested in based on our purchase history. Even our Google searches are contextualized based on our location, presenting us with relevant results.

Operators need to be sensitive towards end customers' concerns about how their personal information is used for marketing purposes, whilst actively demonstrating the benefits of making their mobile data more available. Because, as has been already demonstrated, once consumers see the value that such schemes bring to them personally they are much less concerned about privacy issues (on an anonymized and   aggregate basis).

Data Sharing

Operators should be proactive in talking about the value of data sharing with customers, and be transparent in setting the opt-in parameters.

This could simply be giving the operator permission to share more information about who and where they are. In return, the customer may receive more personalized offers and deals to their phone from third party companies who want to reach them.

There is a value to enhanced data mining to all in the value chain and the precedent for personalized marketing has already been set.

As trusted guardians of data, operators simply need to strike partnerships that will offer genuine value, and then be confident in making the case for data sharing to their customers. This market is for the taking, and operators have a chance to reinvent themselves as digital service providers, opening up lucrative new revenue streams.

The Veris Convergent Context-awareness Center (C3) is a Big Data appliance from AsiaInfo, which enables operators to make relevant and personalized marketing offers and timely policy changes to precisely targeted audiences at the ideal moment for each individual customer.  This capability is based on Veris C3's sophisticated Data Behavior Insights and real-time knowledge of each customer's context.

More Stories By Katie Matthews

B2B marketing professional working in the Cambridge technology sector, with specialist experience in telecommunications.

IoT & Smart Cities Stories
Bill Schmarzo, author of "Big Data: Understanding How Data Powers Big Business" and "Big Data MBA: Driving Business Strategies with Data Science," is responsible for setting the strategy and defining the Big Data service offerings and capabilities for EMC Global Services Big Data Practice. As the CTO for the Big Data Practice, he is responsible for working with organizations to help them identify where and how to start their big data journeys. He's written several white papers, is an avid blogge...
Nicolas Fierro is CEO of MIMIR Blockchain Solutions. He is a programmer, technologist, and operations dev who has worked with Ethereum and blockchain since 2014. His knowledge in blockchain dates to when he performed dev ops services to the Ethereum Foundation as one the privileged few developers to work with the original core team in Switzerland.
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
Dynatrace is an application performance management software company with products for the information technology departments and digital business owners of medium and large businesses. Building the Future of Monitoring with Artificial Intelligence. Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more busine...
Whenever a new technology hits the high points of hype, everyone starts talking about it like it will solve all their business problems. Blockchain is one of those technologies. According to Gartner's latest report on the hype cycle of emerging technologies, blockchain has just passed the peak of their hype cycle curve. If you read the news articles about it, one would think it has taken over the technology world. No disruptive technology is without its challenges and potential impediments t...
If a machine can invent, does this mean the end of the patent system as we know it? The patent system, both in the US and Europe, allows companies to protect their inventions and helps foster innovation. However, Artificial Intelligence (AI) could be set to disrupt the patent system as we know it. This talk will examine how AI may change the patent landscape in the years to come. Furthermore, ways in which companies can best protect their AI related inventions will be examined from both a US and...
Bill Schmarzo, Tech Chair of "Big Data | Analytics" of upcoming CloudEXPO | DXWorldEXPO New York (November 12-13, 2018, New York City) today announced the outline and schedule of the track. "The track has been designed in experience/degree order," said Schmarzo. "So, that folks who attend the entire track can leave the conference with some of the skills necessary to get their work done when they get back to their offices. It actually ties back to some work that I'm doing at the University of San...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things'). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing. IoT is not about the devices, its about the data consumed and generated. The devices are tools, mechanisms, conduits. This paper discusses the considerations when dealing with the...