Telcos leverage Big Data to make personalised offerings

Big Data may be the next big thing for Indian telecom companies, which deal with huge amount of data flowing on their networks.

Experts say by analysing and understanding that data, the operators can earn more revenues while reducing customer switchovers.

Big Data refers to the massive flow of information regarding customers’ browsing history, messages, downloads, mobile applications and so on.

“Big Data will help telecom companies make right decisions and basically understand what packages to launch and so on,” said Sanjay Sharma, regional vice-president & head - South West Asia at Amdocs, a software provider for communication companies globally. “So, when the customer calls next, you know what his or her wants are and also the areas of the interest.”

Amdocs sees huge potential in big data analytics in India, given the large population base and intense competition.

It is already working with Reliance Communications to help the telecom firm better understand the huge flow of information regarding its clients.

“What plays in favour of India is the huge population, so the number of choices and preferences automatically gets multiplied,” said Katyayan Gupta, analyst at Forrester Research.

“We are in the growth phase of young population, which is technologically advanced. Once they reach their peak, real money will start flowing in, and companies want to have their arsenal ready.”

However, Big Data analytics will take at least two years to pick up in India, said experts.

The reasons being shrunk IT budgets, high costs and lack of skills available.

“Large companies have legacy systems in place. These skills and systems cost you a lot, and cannot implement Big Data right away,” said Gupta. Indian telcos are also currently focusing on rural markets to expand reach.

Privacy is also turning out to be an issue. Many see this as an invasion to privacy in the light of recent controversies in the United States and elsewhere.

However, a survey commissioned by Amdocs showed most people do not mind sharing private information if they get better rates and offers in return.