How can carriers take advantage of big data? The answer, according to Olly Downs, senior vice president of data sciences at Globys, is to apply scientific marketing technologies on top of a dynamic big data repository. Downs said that this approach allows telecom operators “to take very highly targeted actions that haven’t been possible in the past but also dynamic, contextualized action, based on customer behavior.”
During a video interview with RCR Wireless News, Downs noted that big data has gained momentum particularly with the Internet becoming more mobile and the merging of large of volumes of voice- and SMS-based transactional, real time data with the information available on mobile devices.
When talking about different regional challenges, Downs pointed out that in areas with a high penetration of prepaid services, big data tends to be a critical issue for carriers because they do not have much knowledge about their prepaid customer base.
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