Telecoms firms are becoming increasingly aware that better use of subscriber profiles and associated information can boost profits and improve operational efficiency.
Recent IDC research describes such data as the "crown jewels" for service providers striving to succeed.
Service providers will invest heavily in next-generation technologies to manage subscriber information, analyse behavior and ultimately deliver usable content to "ravenous" marketing executives and advertisers, according to IDC.
"While critical to the success of service providers, subscriber management remains fragmented within the telecoms infrastructure," said Elisabeth Rainge, director of IDC's Network Software research.
"New services and usage patterns are expanding the scope of subscriber management, and the consolidation of information is creating a powerful and lucrative information source."
Understanding subscriber preferences and usage patterns reduces operational costs and opens up an array of largely untapped market development opportunities, the research suggests.
"In the race to compete with internet players, from content owners to advertisers, service providers must leverage their subscriber data assets," said Rainge.
The IDC report also found that subscriber management has been largely a mobile service provider activity.
However, the analyst firm believes that efforts around converged services and infrastructures increasingly hinge on a subscriber management strategy.
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