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Kieran Moynihan
Vice President & CTO Telecoms
IBM Tivoli Division
Legacy systems pose major barrier for mobile operators, says Pontis survey
2008-06-25 10:08:10
A new survey carried out among marketing managers at mobile operators highlights the problems marketers face in accessing and leveraging customer data, particularly real time usage data, to create and deliver compelling marketing offers and promotions. The survey commissioned by Pontis, experts in targeted marketing for communication service providers discovered that 47% of respondents judged technological challenges in accessing data held on different and non-interoperable platforms to be the biggest barrier to delivering personalised communications, with organisational structure and processes in second place with 29% and just 9% of respondents highlighting lack of resources as the issue.
The survey reveals that the majority of marketers believe personalisation and price are the key ingredients for a successful marketing promotion. 34% of all respondents consider personalisation to be the most important aspect of developing a successful marketing offer or promotion with pricing in second place at 23% followed by communication and then timing with 21% and 17% respectively.
The survey reveals the difficulty marketing staff are facing in creating such personalised communications due to the problems in accessing subscriber’s usage history, real time behaviour and response to previous offers -- just 18% consider this to be easy while 82% find it problematic. This poses a particular difficulty in marketing bundled services like triple- and quad-play offerings where 44% of respondents consider it extremely difficult to get access to the relevant customer data.
According to Guy
Talmi, marketing director at Pontis, “The survey graphically highlights what our
customers have been telling us for some time about the difficulties they
encounter in accessing customer data and usage history to help them deliver well
targeted marketing offers.”
He adds, “It’s hardly surprising that marketers
have struggled to market new mobile services effectively in the absence of such
vital data. The good news, of course, is that there are now solutions available
like our own, which automate this process and help marketers to determine the
optimal proposition, price, communication’s channel and timing to give the
maximum chance of success and help to overcome the technological and
organisational barriers that have traditionally hampered the marketing of mobile
services.”
Filed under: Mobile Content Billing CRM & Customer Care Mobile operators/MVNOs Opinion Fraud & Revenue Management