Telcos and content providers might compete better against over-the-top (OTT) platforms if they learn to use big data in the way Netflix-like services do.
During Barcelona's Big Data Week, Telefónica's global director for business intelligence and big data, Elena Gil, said that OTT companies have provided serious competition for traditional, large telcos since the start, as they had a powerful strength: “they were born as data-driven companies”.
According to Gil, telcos arrived late to the party, as they traditionally stored data in nearly-hermetic warehouses, which didn't share information among the company's various areas. “The trend is changing now, data is becoming an asset for telcos,” she added. “And if the company doesn't do it, there is no future for it.”
The Spanish telco has lately been implementing data-driven processes across all its business, following recent deals including its partnership with Amdocs in Latin America to collect, store and gain actionable business insights.
“We have built the foundations, now the challenge is to speed up the process and transform the industry,” said Gil. Telefónica currently uses data science during all kinds of processes such as improving recommendation systems for TV and video services, smart marketing, retaining customers better, network monitoring and monetisation.
In the next few years a massive explosion of data is expected within the telecom industry as the Internet of things (IoT) becomes a strong business.
Source: http://www.rapidtvnews.com/2015112640810/big-data-exploitation-key-for-telcos-in-ott-battle.html