Apertio

The Apertio Subscriber Intelligence Survey 2008 addresses convergence issues within the communications industry, assessing the issues driving the need to improve subscriber intelligence across the operator network.

Targeting director-level marketing and technology representatives from 74 telecoms providers across the world, the survey gives a unique insight into the challenges that businesses face in sustaining and evolving a customer-centric approach to service delivery.

Voice services have always demanded fast and scaleable delivery models in the telecoms sector, creating an enviable position for telcos in understanding accurate and scaleable service delivery. However, the market for data services and IP telephony has opened the competitive field, whilst at the same time stretching the capabilities of existing networks. The overriding message from the report is that, with the right approach, the drive to centralise subscriber data presents the opportunity for service providers to create a more dynamic relationship with their own customers whilst also marketing third-party services more intelligently.

The survey also highlights how the move to IP-orientated services, and the additional emphasis placed on security and ID management as a result, is also forcing telecoms businesses to improve subscriber data management.