Apple Telecom Bedienungsanleitung PDF herunterladen (Seite 10)

8 | Study

Mobile network operators face similar problems with their data manage-

ment systems, although they have a shorter company history. The majority

of operators were established in the 90s. Although they started to ramp up

completely new greenfield infrastructures, their data reality today is almost

as complex as that of fixed line operators. This is due to ever more complex

service and tariffs as well as technical changes. Mobile operators have also

expanded into the fixed line business, further complicating the situation.

Converged providers, on the other hand, still have completely separate ad-

ministrative channels for fixed network and mobile network customer data.

The key issue here is combining the individual user view of mobile opera-

tions with the access view of fixed line operations. Integrated operators are

focusing on IT integration rather than changing their customer philosophy,

and then adapting their processes and modifying their IT accordingly.

In addition, all large operator groups in Europe have grown mostly through

extensive M&A activities. The problem here is that they do not have an

end-to-end view of their customers, let alone the systems that could serve

as a platform for consistency across their subsidiaries. Knowledge sharing

is, therefore, limited and customer segmentation approaches are different

and cannot be applied across the group. Insightful analyses for one operator

cannot easily be transferred to other operators in the same group. All major

operator groups either have not standardized their CRM/data warehouse

systems within their subsidiaries, or cross-national logical and technical

integration is still in the fledgling stages. For governance reasons, standard-

ization is especially difficult for minority stake subsidiaries – looking into

and combining systems across borders is less of a technical and more of a

governance issue. Subsidiaries do not want headquarters to look directly

into their operating systems, which would mean much tighter and more

direct control.

The following two project examples illustrate the lack of insight and the

consequences for the operator. We have chosen one strategic marketing

project and one operational sales optimization project to show that all areas

benefit from analytical data evaluation. Collating and analyzing this data was

anything but easy and took weeks of concentrated effort. While it should be

a standard exercise for European operators, it had never been done before

at the specific operator. The result was an eye-opener for management and

led to significant savings while at the same time improving efficiency and

effectiveness.

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Apple Telecom Bedienungsanleitung Seite 10