Cashing In on Big Data

Predicting and reducing churn,

promoting loyalty, upselling and crossselling offers, improving the customer
experience and personalising services
are all key areas in which Telcos can
leverage big data analytics. Over a third
of telco industry professionals rated
providing a simplified view of customers
behaviour as the most important goal of
their commerce platform.
Delivering an enriched customer experience, regardless
of channel, is a primary goal of big data. Because when
managed effectively, big data can power personalisation
engines to deliver better and more relevant content that
helps move customers along the buying cycle. Enabling
operators to become more responsive to whats important
to their customers.
Armed with this intelligence operators can deliver loyalty
offers that reduce the risk of customer churn and stimulate demand with highly personalised service and add-on
recommendations. No mean feat when you consider the
growing complexity that surrounds up and cross-selling
as product portfolios continue to expand encompassing
everything from devices to content packages and an ever
widening choice of subscription options.

Cashing In on Big Data

Counting the gains

By harnessing big data, operators can deliver a better
experience for customers giving them the products they
actually want, at a point in time when they really want to
transact. All of which can help to boost customer retention
rates and bring the cost of sales down.
Recognising and responding to these key customer moments is a game changer. But achieving retention goals
depends on the ability to provide timely and relevant supported selling and appropriate recommendations in real
time.
This may be the delivery of richer and more context aware
product information, the offer of instant access to the
entire extended product range, or the redirection of a customer to the most appropriate channel or storefront for
their immediate requirements.
All this depends on the ability to connect events captured
on the network (usage behaviours) with other behaviours
such as topping up a prepaid account or purchasing a
new SIM. And that depends on a next generation digital
commerce platform that makes it possible to implement
personalisation rules based on an individuals behaviours
and engagement preferences and generate recommendations and self-care options that are appropriate to the
immediate engagement encounter.

Intelligent merchandising
But next generation digital platforms need to deliver far
more than customer engagement profiling capabilities
alone. hybris Telco Accelerator is a platform that helps
operators manage billing systems, pricing, subscriptionbased services and service bundling in real-time, to match
available inventory and recommendations with what customers are looking for right now.
Thats because one of the most significant challenges
facing todays omni-channel Telco retailer is fine-tuning
and managing customer service and delivery in terms of
the management of stock across centralised locations and
individual stores to enable the seamless order online and
pick up in-store scenario.

Instantaneous analysis of demand patterns can help

optimise inventory and manage the delivery of back end
services while keeping the online channel agile enough
to maintain the focus on providing rich sales information
and tailored propositions like identifying which customers are music fans to deliver time-sensitive subscription
promotions.
Indeed, big data has the potential to revolutionise proposition management and enable operators to quite literally
merchandise in the moment. Utilising real-time data feeds
from across their operational landscape operators will be
able to use data analytics to improve their stock allocation
and inventory distribution. Even better, big data will also
power the rule-based revisioning of regional websites in
order to precisely orientate merchandising and customer
propositions to available stock and model options.
Clearly, navigating the big data challenge will mean effortlessly undertaking real-time analytics on a huge variety
of data sources to gain a deep understanding of how
individual channels are performing and insights into the
customer conversation across all channels. Whats more,
it will generate the operational intelligence thats essential
for real-time commerce capabilities that maximise inventory and make accurate proposition management possible.

Tapping into the treasure trove

The big data challenge is set to get even bigger as
catalogues with tens of thousands of product variations
become the norm. Telcos need to develop and manage
ever more sophisticated and complex service bundles that
incorporate devices, voice and data plans alongside subscriptions to gaming, live TV, film, music and video content
providers. All of which adds to the data explosion.
Using real-time data capture and analysis , hybris Telco
Accelerator handles content, physical data points, processes, inventory, search, social, text, mobile, web and
more.
Master data management capabilities - like those delivered by hybris Telco Accelerator - are becoming a must
have. They make it possible for operators to leverage their
transactional, operational and customer behaviour intelligence to the max and gain a real-time view of whats really
happening in the business.

About hybris software

hybris software, an SAP Company, helps businesses around the globe sell more goods, services and digital content through every touchpoint, channel and device.
hybris delivers OmniCommerce: state-of-the-art master data management for commerce and unified commerce processes that give a business a single view
of its customers, products and orders, and its customers a single view of the business. hybris' omni-channel software is built on a single platform, based on open
standards, that is agile to support limitless innovation, efficient to drive the best TCO, and scalable and extensible to be the last commerce platform companies
will ever need. Both principal industry analyst firms rank hybris as a leader and list its commerce platform among the top two or three in the market. The same
software is available on-premise, on-demand and managed hosted, giving merchants of all sizes maximum flexibility.
Some of the worlds most innovative telco providers have chosen hybris, including Three, O2, Telia and Brightpoint. Telcos can also benefit from our experience
serving over 500 other companies, including global B2B brands W.W.Grainger and 3M, as well as consumer brands Levi's, Nikon, Galeries Lafayette and Lufthansa.
hybris is the future of commerce. For more information, visit www.hybris.com.
Version: June 2014 Subject to change without prior notice hybris
Cashing In on Big Data
hybris is a trademark of the hybris Group. Other brand names are trademarks and registered trademarks of the respective companies.