Hewlett-Packard has developed a decision support tool to help telcos track customers? call behaviour.
The product, co-developed by HP with Oracle, EMC and Brio Technology, is already being used by BT to analyse the success of its 'It's good to talk' advertising campaign.
HP?s product is aimed at established and new telcos in the fixed wire and mobile markets, which need to understand their customers better and assist in identifying new business opportunities.
At BT, the product is used to provide data for its financial reporting and regulatory reporting commitments. ?Prior to installing the system, BT would analyse one in 20,000 calls, but this produced a highly inaccurate picture. The picture this painted was 50 per cent smaller than reality,? explained John Taylor, HP?s worldwide call behaviour analysis programme manager.
By installing the product, responses have been more accurate, and BT has been able to measure the success of ads by analysing call patterns, continued Taylor.
IT suppliers have been trying to tap into the seemingly impenetrable telecomms world with decision support products for a few years but have always met with resistance. Unlike retailers, which have welcomed data warehousing, telecomms operators have argued that they are too entrenched in mainframes and there is too much data to analyse to provide useful analysis. However, with deregulation of the industry just around the corner, the benefits should outweigh the initial cost and technical nightmare, said HP.
Although the product is aimed at all telcos, it has been the established operators that have particularly expressed interest as they defend their business from newer players, whose priority is still expanding their networks, commented Taylor.
HP has already delivered systems to seven operators in Europe, and is in talks with a further 70 around the globe.
The product was recently showcased at EMC?s briefing sessions for telecomms executives at its manufacturing facilities in Cork, Ireland.
At the briefing, senior telecomms executives tested the capabilities of the product running on a fully mirrored, terabyte-sized Oracle7 data warehouse, populated with real telecomms call records, residing on an EMC Symmetrix 3430 storage system and driven by a HP9000 K Class 64-bit server. Brio Technology?s Olap tool is used to customise the product for each customer.
Paul Squires, Oracle?s partnership programme manager, said: ?The real value of the partnership is demonstrated by the understanding of the changing telecomms marketplace. We are looking at moving from the mass market of everyone to the mass market of one: Each customer is unique.?
For a medium-sized telco, the system could cost $2.5 million.
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