The Telecommunications Challenge

The telecommunications market is constantly changing. Recently, a wave of consolidation swept through the industry, as companies endeavoured to generate cash, control operating costs and reduce debt. New products and services are constantly being developed to boost already slim margins – for example, the current movement towards combined delivery of fixed and mobile telephony, broadband and TV services.

Business changes and the development of new services bring new analytical requirements -- often unanticipated and not clearly understood – along with new data sources, increasing data volumes and new budgetary pressures. At the same time, IT departments face the challenge of delivering an infrastructure that can support these changing demands without delay.

Telecommunications operators, cable providers and ISPs need to be able to make critical business decisions quickly, or risk losing their competitive edge. Achieving this kind of business agility requires fast, unrestricted access to the huge amounts of data that accumulate every day about customers, products and network usage. At the same time the regulatory burden is increasing, with legislation such as the EU Data Retention Directive and the Sarbanes-Oxley Act requiring organizations to retain much more data, and for longer periods.

The SAND/DNA Solution

“I consider SAND/DNA Analytics to be one of the only real data warehouse engines currently on the market.” — Fred Türling, Director of Database Marketing, AOL Germany

SAND/DNA allows you to meet today’s data requirements while planning for tomorrow’s unknown and unexpected demands. It empowers organizations to overcome the challenges posed by huge and ever-growing data volumes, constrained IT budgets and the limitations of conventional data warehousing technologies.

SAND/DNA is ideally suited for data analysis, data warehousing and data retention when data volumes and query complexity are increasing and users are demanding greater analytical flexibility. SAND/DNA can be deployed in environments ranging from a single user's computer to an enterprise data warehouse, and has been successfully used by telecommunications organizations in a wide range of business applications including:

  • Analytic customer relationship management (aCRM)
  • Customer and prospect segmentation and analysis
  • Churn and win back campaigns
  • Customer and product profitability
  • Revenue assurance
  • Log analysis.

From an operational perspective, SAND/DNA enables organizations to substantially reduce their data storage and analysis infrastructure requirements, while improving operational efficiencies and service levels. Applications in these areas include:

  • Datacentre footprint reduction
  • Database extension for Oracle, IBM DB2, SQL Server and SAP BW/BI
  • Requirements prototyping
  • Disaster recovery
  • System migration and sunsetting
  • Network traffic reduction.

For regulatory compliance, SAND/DNA enables immutable storage of vast quantities of historical data in a very small footprint, while keeping the data readily accessible for audits and querying.

More Information

For more information on how SAND/DNA can help you Reduce TCO, increase performance, and meet Service Level Agreements, please complete and submit the following form (fields marked with * are mandatory):

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O2

Customer Success

O2 (previously BT Cellnet) is a leading provider of mobile services to customers and corporates in the UK, Germany and Ireland.

Business Challenge

O2 urgently needed to develop strategies to minimize customer churn and maximize ARPU. However, existing information systems could not provide the unified, detailed view of individual customers needed to guide retention strategies. Marketing campaigns could not be rapidly created and easily managed, reducing their effectiveness. A large volume of transactions produced massive quantities of data daily.

SAND/DNA Solution

O2 implemented SAND/DNA as an analytical platform to support its CRM initiatives aimed at reducing churn and increasing ARPU, at a cost that was 70% less than a proposed alternative based on traditional database technology. Within six days, O2 had analytical access to Call Detail Records. Within six weeks, business users were able to analyze customer usage and churn for the first time by Call Detail Record.



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