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Big Data and Analytics in Latin America: Telcos Adopting Big Data and Analytics Tools Aiming Enhanced Customer Experience and Business Productivity

Big Data and Analytics in Latin America: Telcos Adopting Big Data and Analytics Tools Aiming Enhanced Customer Experience and Business Productivity

Summary

Major countries in LATAM such as Brazil, Mexico and Argentina are witnessing digital transformation, as seen by high mobile penetration, expanding IoT ecosystem, and rising adoption of cloud computing, social media and e-governance platforms in these nations, the volume of digital data being generated in the region is enormous. These calls for organizations across industry verticals in LATAM to leverage Big Data and Analytics (BDA) that can help them analyze such data and derive meaningful business insights from it, which can be used to make well informed decisions. While commercial adoption of Big Data and Analytics (BDA) in LATAM is still nascent, there are many organizations, mainly in finance, IT and telecom sectors using or keen on using BDA to reach their goals.

With rising market competition and falling ARPU, LATAM telcos are under pressure to increase their productivity and enhance their customer experience to sustain their business prospects. This scenario is driving telcos to use Big Data and Analytics (BDA) for analyzing huge data volumes generated from the industry and gaining valuable insights into key trends and demand drivers in the market, which then can be leveraged to devise customized services, pricing plans, marketing campaigns, promotional strategies etc., in less time, with less effort and a high success rate.

Additionally, Big Data and Analytics (BDA) enables telcos to analyze customer interaction data from CRM platforms and call centers to understand biggest customer pain points such as issues with network or services rendered and take remedial measure to achieve positive customer experience.

Currently the demand for skilled Big Data and Analytics (BDA) professionals capable of integrating, analyzing and interpreting huge amount of data efficiently, far exceeds the supply in LATAM. Telcos in the region are therefore keen on achieving BDA expertise for sourcing data, building data models and upgrading analytical abilities either by hiring big data companies and partnering with them.

In the past few years many telcos in LATAM region have been working with technology providers and consulting firms on a range of Big Data and Analytics (BDA) projects. Also, BDA implementation is highly capital intensive, given the high upfront costs of BDA platforms, hardware and software. However, operators in LATAM are rearranging their organizational structure and defining investment roadmaps to scale up their Big Data and Analytics (BDA) investments.

The report Big Data and Analytics in Latin America: Telcos Adopting Big Data and Analytics Tools Aiming Enhanced Customer Experience and Business Productivity, offers a thorough study of the Big Data and Analytics (BDA) adoption in the LATAM telecom market. The report analyses BDA adoption by LATAM telcos, market drivers and challenges impacting the adoption of BDA by telcos in the region, and implementation strategies adopted.

The report consists of following sections -

  • Section 1: Regional Big Data and Analytics (BDA) Context - this section provides BDA taxonomy, participants involved in the Big Data ecosystem and explains benefits of BDA integration by the telcos.
  • Section 2: Drivers and Inhibitors - this section provides analysis of different drivers and inhibitors impacting BDA adoption in LATAM telecom market.
  • Section 3: Case Studies - two case studies are presented of the leading telcos in LATAM that have adopted BDA in their business operations, with roadmap for BDA implementation and key outcomes.
  • Section 4: Key findings and recommendations - it consists of a summary of key findings and a set of recommendations for telcos, BDA service providers and regulators.
Companies mentioned in this report: Accenture, Amazon, Amper, Cisco, Claro Brazil, Cognitiva, DELL, Ericsson, Exacaster, Google, HPE, Huawei, Nokia, Oi, Oracle, PWC, Qognify, SAS, Tableau, Telefónica, Tigo, TIM Brazil, Wipro

Scope
  • Customer segmentation is a key analytical model and component of BDA solutions helping companies to reach their prospects with higher predicted conversion rates and designing specific campaigns for targeted subscribers driving higher return on investment for companies.
  • As per GlobalData survey, 60% of respondents reckon that the ability of BDA to help them achieve positive customer experience and thereby realize increased customer loyalty and low churn as a major driver for BDA adoption.
  • Currently the demand for skilled BDA professionals capable of integrating, analyzing and interpreting huge amount of data effectively far exceeds the supply. GlobalData survey points that this is one of the main challenges for BDA adoption by telcos in LATAM.
Reasons to buy
  • Customer experience is the key differentiator driving customer loyalty and subscription base. BDA adoption is helping operators to enhance customer experience by the use of predictive analytics tools.
  • Report provides results from BDA survey conducted by GlobalData where LATAM telcos state their main drivers and challenges for BDA implementation.
  • Case study of leading telcos in the region who have adopted BDA in their business operations is included in the report. It focuses on different BDA adoption strategies and its benefits on the operator’s businesses.
  • By understanding the market, different stakeholders in the BDA ecosystem can develop strategies and increase their participation in the growing LATAM market.


Executive summary 7
Section 1: Regional Big Data Analytics Market Context 8
BDA definition 9
Regional telecom market context 10
BDA adoption in Latin America 11
Participants in the BDA ecosystem 12
Data protection laws in Latin America 13
Section 2: Drivers and Inhibitors Impacting BDA Adoption by Telcos 14
BDA drivers and inhibitors for telcos 15
Customer experience enhancement - driver 16
Improvement on business productivity - driver 18
Lack of BDA skill set - inhibitor 19
High implementation cost and budget constraintinhibitor 21
Section 3: Case Studies 22
Case study: Telefónica in Latin America 23
Case study: TIM Brazil 25
Section 4: Key Findings and Recommendations 27
Appendix 1: Survey - Big Data Analytics Adoption / Usage Trends 2016-2018 30
Appendix 2: Acronyms and Definitions 36
Companies mentioned 38
List of Tables
EXHIBIT 1: KEY DEFINITIONS 9
EXHIBIT 2: MOBILE ARPS, LATAM, 2016-2022 10
EXHIBIT 3: FIXED ARPS, LATAM, 2016-2022 10
EXHIBIT 4: TOP PREDICTIVE ANALYTICS MODELS TO BE ADOPTED BY TELCOS IN SHORT AND MEDIUM TERM 11
EXHIBIT 5: BDA ECOSYSTEM 12
EXHIBIT 6: DATA PROTECTION LAW IN SELECTED COUNTRIES 13
EXHIBIT 7: MAIN FACTORS AFFECTING BDA ADOPTION AMONG OPERATORS IN LATIN AMERICA, 2017 15
EXHIBIT 8: BIG DATA SOURCES AND IMPACT ON CUSTOMERS’ KPIs 16
EXHIBIT 9: OPERATOR’S BDA IMPLEMENTATIONS, LATAM 17
EXHIBIT 10: BDA FEATURES TO SUPPORT BUSINESS PRODUCTIVITY 18
EXHIBIT 11: BIG DATA’S KEY AREAS OF KNOWLEDGE 19
EXHIBIT 12: OPERATOR STRATEGY TO OVERCOME LACK OF SKILL SET CHALLENGE, LATAM 20
EXHIBIT 13: KEY ACTIONS FOR AFFORDABLE BDA IMPLEMENTATION 21
EXHIBIT 14: KEY BIG DATA AND ANALYTICS DEVELOPMENTS, TELEFÓNICA 23
EXHIBIT 15: LUCA’s BUSINESS OFFERINGS 24
EXHIBIT 16: KEY BIG DATA AND ANALYTICS DEVELOPMENTS, TIM 25
EXHIBIT 17: TIM’S BDA FRAMEWORK 26
EXHIBIT 18: DISTRIBUTION OF SURVEY RESPONDENTS BY REGION, 2016 31
EXHIBIT 19: DISTRIBUTION OF SURVEY RESPONDENTS BY COMPANY TYPE, 2016 31
EXHIBIT 20: KEY DRIVERS FOSTERING BDA ADOPTION AMONG TELCOS IN LATIN AMERICA 32
EXHIBIT 21: PREDICTIVE ANALYTICS MODEL, TOP 4 RESPONSES, LATAM 33
EXHIBIT 22: KEY CHALLENGES HINDERING BDA ADOPTION AMONG TELCOS IN LATIN AMERICA 33
EXHIBIT 23: BEST PRACTICES FOR MAXIMIZING BDA OPPORTUNITIES, LATAM 34
EXHIBIT 24: KEY BDA OFFERINGS DURING 2016-2018 34
EXHIBIT 25: BDA ADOPTION WITHIN THE ORGANIZATION, LATAM 35
EXHIBIT 26: AREAS OF BDA SPENDING, LATAM 35
List of Figures
EXHIBIT 1: KEY DEFINITIONS 9
EXHIBIT 2: MOBILE ARPS, LATAM, 2016-2022 10
EXHIBIT 3: FIXED ARPS, LATAM, 2016-2022 10
EXHIBIT 4: TOP PREDICTIVE ANALYTICS MODELS TO BE ADOPTED BY TELCOS IN SHORT AND MEDIUM TERM 11
EXHIBIT 5: BDA ECOSYSTEM 12
EXHIBIT 6: DATA PROTECTION LAW IN SELECTED COUNTRIES 13
EXHIBIT 7: MAIN FACTORS AFFECTING BDA ADOPTION AMONG OPERATORS IN LATIN AMERICA, 2017 15
EXHIBIT 8: BIG DATA SOURCES AND IMPACT ON CUSTOMERS’ KPIs 16
EXHIBIT 9: OPERATOR’S BDA IMPLEMENTATIONS, LATAM 17
EXHIBIT 10: BDA FEATURES TO SUPPORT BUSINESS PRODUCTIVITY 18
EXHIBIT 11: BIG DATA’S KEY AREAS OF KNOWLEDGE 19
EXHIBIT 12: OPERATOR STRATEGY TO OVERCOME LACK OF SKILL SET CHALLENGE, LATAM 20
EXHIBIT 13: KEY ACTIONS FOR AFFORDABLE BDA IMPLEMENTATION 21
EXHIBIT 14: KEY BIG DATA AND ANALYTICS DEVELOPMENTS, TELEFÓNICA 23
EXHIBIT 15: LUCA’s BUSINESS OFFERINGS 24
EXHIBIT 16: KEY BIG DATA AND ANALYTICS DEVELOPMENTS, TIM 25
EXHIBIT 17: TIM’S BDA FRAMEWORK 26
EXHIBIT 18: DISTRIBUTION OF SURVEY RESPONDENTS BY REGION, 2016 31
EXHIBIT 19: DISTRIBUTION OF SURVEY RESPONDENTS BY COMPANY TYPE, 2016 31
EXHIBIT 20: KEY DRIVERS FOSTERING BDA ADOPTION AMONG TELCOS IN LATIN AMERICA 32
EXHIBIT 21: PREDICTIVE ANALYTICS MODEL, TOP 4 RESPONSES, LATAM 33
EXHIBIT 22: KEY CHALLENGES HINDERING BDA ADOPTION AMONG TELCOS IN LATIN AMERICA 33
EXHIBIT 23: BEST PRACTICES FOR MAXIMIZING BDA OPPORTUNITIES, LATAM 34
EXHIBIT 24: KEY BDA OFFERINGS DURING 2016-2018 34
EXHIBIT 25: BDA ADOPTION WITHIN THE ORGANIZATION, LATAM 35
EXHIBIT 26: AREAS OF BDA SPENDING, LATAM 35

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