STL Partners

Telco 2.0 Growth & Innovation

Unlocking the value of Telco customer data: An advertising and marketing use case

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Introduction

Our November 2008 Industry Brainstorm highlighted the growing enthusiasm for development and adoption of two-sided business models, and a common theme running through the proceedings was the untapped potential of telco data. This is a theme we've covered consistently – namely, that locked away within telco data silos are mounds of gold dust posing as sawdust, the by-products of telco service provision.

Each of these has its own significance within a telco context, but each (in aggregated, anonymised form) also possesses significance to advertisers and marketers, as pieces in the customer segment profiling and targeting puzzle, especially when cross-referenced against third party data sources.

This briefing outlines strategies to bring these pieces together and approach the market in a coherent fashion which both enables the market and protects and incentivises customers.

Who should read the report

Group strategy director, business development and strategy teams, CIO, CTO, CMO

Excerpt

The granular targeting potential of telco, and telco-enabled, services brings the real promise of a resolution to the Wanamaker Dilemma (‘Half of my advertising spend is wasted, but I don't know which half') which has traditionally afflicted advertisers.

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Contents

  • Executive Summary
  • Contents
  • A note on use cases
  • Introduction
  • A brief refresher on two-sided markets
  • Telco data: what is it?
  • Telco data: where is it?
  • Telco data: what does it mean?
  • Telco data: why is it important?
  • How telco data might be used
  • Illustrative case study: Move Networks
  • Challenges to implementation
  • Incentivising customers: lessons from Phorm
  • Three approaches for putting data to work
  • Summary conclusions and recommendations

Members Only: please click here for further access.

Non-Members: please see here for how to access this content or go straight to buy here.