Market research firm Infonetics Research via its 2014 Subscriber Intelligence Strategies: Global Service Provider Survey, unveiled that nearly half of respondents indicated they were likely to buy subscriber intelligence solutions from DPI (deep packet inspection) vendors. Infonetics noted that the top drivers behind respondents' subscriber analytics initiatives are a) gaining a better understanding on how subscribers use networks and applications and b) reducing subscriber churn. However, the cost and time associated with subscriber data integration and migration are significant barriers to subscriber intelligence projects, said Infonetics.
Infonetics 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.
Shira Levine, Directing Analyst for Service Enablement & Subscriber Intelligence, Infonetics Research
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 . "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.
