Archive for the ‘Analytics’ Category

  • Advertising – predicting or persuading behaviour?

    on Dec 17, 14 • in Analytics, Beyond Billing, Interviews, Opinion, Slider • with No Comments

    Advertising – predicting or persuading behaviour?

    If communications service providers are to get to grips with the ideas around context based offers, it is important to understand what is already possible. And how advertising works now. In order to make a start, we decided to call an old friend, Alex Shifrin, CEO of Saatchi and Saatchi in Moscow.   BV: Alex, our industry is trying to understand how to offer context based, almost predictive based services to their customers. What is possible right now? AS: Actually, there’s nothing really new to the concept of predictive advertising. Advertising is normally used to

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  • A $47 billion opportunity, but think first…

    on Dec 8, 14 • in Analytics, Beyond Billing, Policy Management, Slider • with No Comments

    A $47 billion opportunity, but think first…

    You would be forgiven for thinking that Openet is a leading provider of information and knowledge to the communications industry, rather than a leading provider of real time charging technology. They have led the debate about where operators are going to find the revenues to replace those that are being eroded by the commoditisation of voice, texts and, increasingly, data. Their latest survey goes right to the heart of the matter. Carried out among 87 operators in October, the results are encouraging and worrying in almost equal measure. Almost 90 percent of those surveyed agreed

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  • Is advertising the new battleground?

    on Dec 3, 14 • in Analytics, Beyond Billing, Opinion, Privacy & Security, Slider • with No Comments

    Is advertising the new battleground?

    Advertising is one ‘arena’ which is changing beyond all recognition. Online advertising is set to grow by 15 percent in 2014, as advertisers spend $140 billion on campaigns this year. Ways of measuring the effectiveness of campaigns is also changing. Simply counting the number of clicks is definitely on the way out. This is partly because online advertising is so vulnerable to fraud. A recent Mercedes campaign was hijacked and over half the clicks were generated by bots. The advertising industry is more vulnerable to fraudsters than other industries such as financial services, or e-commerce

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  • Big data, analytics and common sense

    on Dec 1, 14 • in Analytics, Beyond Billing, Big Data, Policy Management, Slider • with No Comments

    Big data, analytics and common sense

    When it comes to big data, analytics, contextual, spur of the moment offers, the room seems to become slightly cloudy, a state of unreality edges in. We nod, we ponder the enormity of being able to offer millions of people that spur of the moment, non intrusive, ‘makes complete sense, thank you’ offer. And then get back down to whatever it was we were doing before. Yet, 50 percent of operators surveyed by Openet recently want to implement the functionality that will allow them to do exactly that. Like everything, common sense is the best

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  • Everyone’s a target – that’s no lie

    on Nov 28, 14 • in Analytics, Beyond Billing, Big Data, Opinion, Slider • with 1 Comment

    Everyone’s a target – that’s no lie

    The world is currently debating whether being stalked by Google and then being offered a photo album is a cool thing or a massive invasion of privacy. While the debate is going on, it is happening. And, like ATMs and bank branches, we will accept it whether we like it or not. Facebook has just issued its users with new privacy terms and conditions, which say that ‘you are in charge,’ while looking further into how to better target adverts at you. Google (other search engines are available) knows what you are looking for.

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  • On the spot with Subex

    on Nov 21, 14 • in Analytics, Billing, Payments, Privacy & Security, Slider • with No Comments

    On the spot with Subex

    At the recent Subex User Group conference I did a presentation that covered everything I thought was interesting or disruptive in the communications world over the next few years. Getting slightly distracted and carried away by a thesis on mobile payments, which I believe will be an extraordinarily interesting ‘arena’ to watch, I ran over time. Therefore there was no time for questions. Thinking I had got away ‘scot free’ I flew back to Scotland. Only to be asked whether I would answer some of the questions in the form of an article. So, here goes: Question: With

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  • The fall and rise of advertising

    on Nov 10, 14 • in Analytics, Beyond Billing, Digital Content, Slider • with No Comments

    The fall and rise of advertising

    Like many things – billing for example – the future of advertising lies in its death. Or at least the death of the traditional model. While the communications industry knows that bombarding customers with offers and ‘in your face’ advertising will make them switch off, it is worth looking at what the advertising industry itself is doing to keep advertising compelling. The fundamental of good advertising now is engagement. Advertising and content go hand in hand, one must become the other and many channels and techniques must be used. With the emergence of data that

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  • Facebook, Deezer, Tripadvisor – what’s in it for them?

    on Oct 28, 14 • in Analytics, CEM, Digital Content, Slider • with 1 Comment

    Facebook, Deezer, Tripadvisor – what’s in it for them?

    The newly christened Digital Service Providers (DSPs) are all keen to partner with telcos. Telcos now see the advantage – they are driving traffic – but what is in it for the DSPs? The answer will vary slightly, but all see the partnerships driving the sophistication and personalisation of their products. As far as Facebook is concerned, “networks have spectrum.” With spectrum (and knowledge) can come great things. The combined knowledge of Facebook and Tripadvisor and telcos will enable true personalisation. Together, this knowledge can be used to reduce churn, increase loyalty, develop products and,

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  • Will surveillance spell the end of trust?

    on Oct 15, 14 • in Analytics, Beyond Billing, Digital Content, Policy Management, Slider • with No Comments

    Will surveillance spell the end of trust?

    The core of the internet’s economic engine is trust and, as Ramsey Homsany of Dropbox said, the lack of it has begun “to rot it from the inside out.” This was during the recent workshop on surveillance hosted by Senator Ron Wyden. Present were Eric Schmidt of Google and Senior Counsel from Facebook, Microsoft and Dropbox. Apart from putting customers off using services, it will make the lives of web companies more difficult and expensive. One reaction to the US Government wanting to know what everyone is doing all the time is for overseas Governments to

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  • Communication Service Providers who can’t communicate

    on Oct 10, 14 • in Analytics, Beyond Billing, Big Data, CEM, Digital Content • with No Comments

    Communication Service Providers who can’t communicate

     Guest article from Philip Hogan, GVP Sales and Services, Openet When was the last time your mobile phone operator got in touch with you? If your experience is anything like mine, then you’ll probably have to think a bit. As for me, I think I got a call a couple of years ago asking if I was happy enough with the service. It wasn’t so much of an in-depth discussion of their service and offers, or a discussion about new products that could be relevant to me. It was a call from a call centre just as

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