10/16/2014 BI trends in the Telecom Industry

http://biblogg.no/2013/01/15/bi-trends-in-the-telecom-industry/ 1/5
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BI trends in the Telecom Industry
Av
Lars Rinnan
15. januar 2013Publisert i: Datavarehus, Trender, Undersak, Utvalgte saker
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Arslan Javed is Vice President and Head of Business Intelligence at Telenor Group HQ, and in
this interview he shares his views on trends within the BI field in general and for the Telecom
industry specifically.

In order to really comment on BI trends that are relevant for the Telecom industry, I would like to
talk about the transition the industry has gone through the last years, Arsland Javed says.
The past decade there has been a lot of growth, a lot about acquisition and a sales driven industry
as such. One of the trends I see is that the industry is changing from acquiring new customers to
competing about the same customers. It is all about intelligently engaging with your customers &
being relevant in your interactions.
Secondly, the telecom industry is changing from voice to data usage. Internet access across the
world is growing dramatically meaning more on-line content is being produced and transmitted
through more devices and channels demanding faster, more precise and more automated
interactions with our customers . It will be important in the future to offer relevant product price
packages through the right channels.
Arslan Javed continues, The third key trend is that customer experience become very important as
the Telecom industry to some sense faces the threat of any becoming a connectivity provider in
future. Services like Skype , whatsapp and its like they are utilizing the telecom network to
provide services to customers . However, as they are running the services directly with end
customers, the telecom provider face the threat of losing customer relevance . We need to be able as
Telcoms to offer differentiated and personalized experience to our customer to remain relevant in
their mind.
Another point is that in the mature markets such as the Nordics and in Europe in general, it is a
trend that customers are using more online shops. This is a huge trend. We need therefore to be
intelligent in utilizing analytics to understand their behavior and make sure that they are utilizing our
services for these touch points.
Arslan Javed states that these are the trends that are shaping the telecom industry. This is not
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10/16/2014 BI trends in the Telecom Industry
http://biblogg.no/2013/01/15/bi-trends-in-the-telecom-industry/ 2/5
challenges only for Telenor, but for the whole industry. It is actually quite interesting if you look at
a 10 year old Gartner report you would have guessed that the Telecom industry would be the ones
leading the trends in utilizing Customer Data just by the scale of what we capture as Telcos. But
what we see is that the industry is lagging. Players like Google and Amazon retail in general they
have taken a great leap in utilizing Customer data. The reason is that historically Telcos have had
Sales driven Business Models and organizational capabilities whilst skill-set & culture to support
Analytics driven way of work has been non-existent. Also Teclos lack the agility, with lagging IT
systems as compared to the internet players.
So, Arslan Javed, based on the where the Telecom industry is today, what do you see are the most
important areas within the BI field to support the business?
Well, the first area is that BI changes from being all about reporting and getting the basic insight
limited to a few users and analytics - to be spread to the whole organization . The information is
pushed further down the value chain empowering customer service agents. In this context self-
service BI is very important so that BI way of work is ingrained in organizations culture, Arslan
Javed answers.
Second as we take a more online aspect into consideration for our future prospect, we need to look
into other industries to see how they have used BI as a transition driver. Amazon is a great example.
Changing from transaction to interaction is a trend. It is not just important to track what the customer
spends but rather what led to that spend will be important to analyze and capture. BI in the future
will do real time interactions based on triggers and events on Customer Behaviors. This is already
happening in some of the Industries.
Arslan Javed continues The third trend is that Tele companies are struggling with doing a 360 view
of the customer, as the information is still widely spread in different parts of the organization. Well,
in the future it might be that a 360 view is not enough we should strive at 720. What is your social
network doing which tells a lot about your needs & behaviors as well?
BI has to change from being an analytic supporter to being a critical operational engine integrated in
how the organization is working.
The scenario you are describing requires substantial information about the customer. Big Data is
relevant to discuss for the Telecom industry?
Well Big Data will be an important theme given the Internet Explosion. Arslan Javed answers.
What is important to understand is that not all data are valuable. We need to have skill sets to find
out what is important. Are we looking into what is relevant? I think it is a lot of hype around Big
Data. The technology is evolving, it is easier to deal with unstructured data and do sentiment analysis
etc . However, we do not have enough data scientists or people to take advantage of this business
opportunity . The skill set required is not only statistical, you need business acumen as well. You
need to understand how to extract value of the data. This skillset is something the Telecom industry
lack big time.
Based on the reflections you have shared with us; it seems like analytics is important for the
Telecom industry?
Yes, a shift is happening towards more focus on customer intelligence and analytics. BI has
historically been about technology and reporting, but is now more integrated to the business way of
working. You need to have a top down view starting from the customer, with the technology as the
enabler. The focus is more business oriented not technology oriented. Arslan Javed answers.
What about cloud is that an important trend within the BI field in your opinion?
Cloud will definitely impact the BI field, but one of the key challenges here is data regulation when
moving data between boundaries. The Tele companies are in a phase where they are looking into
cloud, but it is still in initial phases. I think it is a questions mark how BI can take benefit from the
cloud hype. Can cloud give the kind of agility for BI as it needs?
What are your reflections around how BI is organized and managed in organizations? Is BICC
the answer?
I think that BI should stand high on the CEO agendas and at the end of the day they have to take
ownership of delivering BI to the whole organization, empowering people & driving the right
organizational culture. I think different companies organize this in different ways, but I like the
whole concept of having BICC taking the ownership of driving BI agenda in the organization. This
however needs to be very strongly supported by CMO / CTO / CFO.
Thank you for your reflections, Arslan Javed. To summarize, what is the most important takeaway
from this interview?
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10/16/2014 BI trends in the Telecom Industry
http://biblogg.no/2013/01/15/bi-trends-in-the-telecom-industry/ 3/5
BI is becoming mission critical for the Telecom industry. Understanding Customer Behaviors and
acting on it to provide a personalized Customer Experience in real time will be extremely important.
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Om Lars Rinnan
Lars er utdannet diplomkonom fra BI, og har en MBA-grad fra Lancaster University. Han har lang
erfaring fra brukersiden av BI-lsninger. Balansert mlstyring er hans spesialfelt, hvor han har
nrmere 20 rs erfaring som bruker, prosjektleder p innfring, og som konsulent. Han benyttes
gjerne i innledende fase av BI-lsninger, for avdekke kundens mlsettinger og forventninger, samt
prosjekt-scope. Han bistr gjerne kunden med workshops omkring BI-strategi, modenhetsanalyser
eller BI Competency Center. Han er hyppig benyttet som foredragsholder.
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