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The Context-aware marketing systems enable CSPs to generate additional revenue

The Context-aware marketing systems enable CSPs to generate additional revenue


Communications service providers (CSPs) need to be able to personalise their offers if they are to sell their services, but they are unable to do this with their installed systems. This report analyses CSPs' marketing processes, and recommends that CSPs deploy next-generation marketing solutions in order to deliver personalised marketing campaigns.


About this report
Executive summary
CSPs need to deploy new systems and processes to deliver personalised marketing campaigns to customers
Context-aware marketing systems enable CSPs to deliver personalised and relevant campaigns
Recommendations
Customers' expectations are growing, but the effectiveness of traditional marketing processes is declining
Marketing solutions need to evolve to include additional functionality
Evolution of marketing process at CSPs
Context-aware marketing solutions enable CSPs to launch personalised campaigns
CAMS-based solutions offer multiple benefits to CSPs
A Tier 1 CSP in Europe deploys CAMS to increase revenue and customer satisfaction
CSPs SHOULD DECIDE BETWEEN POINT SOLUTIONS OR UPGRADING CURRENT SYSTEMS
CSPs need to assess their requirements and evaluate vendor offerings to decide on an implementation strategy
The market for CAMS is a developing sector where smaller innovative vendors are able to compete with larger established players
Vendors need to partner to provide comprehensive CAMS
CAMS SHOULD EVOLVE TO SUPPORT THIRD-PARTY ADVERTISING OR MARKETING PLATFORMS
Deploying analytics solutions will enable CSPs to monetise customer data
CAMS can evolve to offer data monetisation capabilities
CSPs planning data monetisation can deploy multiple business models
CSPs planning to monetise data can deploy multiple business models
About the authors and Anaylsys Mason
List of figures
Figure 1: Effect on CSPs’ business of deploying context-aware marketing solutions
Figure 2: CSP challenges and the impact of traditional marketing campaigns
Figure 3: Benefits of deploying context-aware marketing solutions
Figure 4: Reduced effectiveness of traditional marketing campaigns
Figure 5: Capability comparison of traditional marketing solutions and next-generation marketing solutions
Figure 6: Components of context-aware marketing systems
Figure 7: Benefits of deploying context-aware marketing solutions
Figure 8: Benefits of deploying context-aware marketing solutions
Figure 9: Market maturity curve
Figure 10: Analysis of context-aware marketing solutions by vendor
Figure 11: Examples of data sources and ways in which CSPs can monetise customer data
Figure 12: Evolution of CAMs to include capability for external advertising
Figure 13: Business models that CSPs can deploy in order to monetise customer data

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