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The method of communication has changed profoundly in a truly short period of time. In less than 30 years, we have gone from phone calls and messages to e-mail, video chats and, lately, to virtual reality and the Internet of Things and Services. The telecommunication industry is breaking new ground in the field of digital restructuring. On the other hand, this industry, one of the richest when it comes to data, is still not fully benefitting from the potential offered by the telecommunication industry itself, particularly when it comes to better understanding the consumers and satisfying their wishes.

The telecommunications industry is pushing the limits in data technology use - iPROM - Expert opinions - Miloš Suša

In the future, the telecommunications industry will inevitably depend on its capacity to efficiently adapt to the needs and desires of consumers who are digitalising at a faster pace than ever before, and the same trend of rapid adaptation should also be used by companies.

How can you develop your own competitive advantages?

The telecommunications industry is one of the most competitive branches. Firstly, new competitors appearing on the market are more agile and digitally aware. They use new approaches to reshape the market and, what is more, often change the rules on the market by setting lower prices. Secondly, digital transformation changes the desires and needs of consumers who remain significantly less loyal to trademarks these days, and who are also more prone to reckless purchases due to the instability of the environment. Therefore, an in-depth understanding of the needs of consumers, based on the information we have on them, is now more than ever a crucial component. Thirdly, technological innovations are currently being developed at an almost exponential pace, which is why having consumers follow them is a key issue. Moreover, telecommunication companies are there to set up these innovations, thus taking over the role of trendsetters.

Digital transformation of all aspects of business practices offers a lot of possibilities to companies for updating their practices, expanding their business transactions, and better recognising the needs of their consumers. Nowadays, the basic offer of telecom operators has turned into a commodity, which is expressed by the uniform character of the offer of telecom providers. At the end of the day, they all provide the same services: more data transfer, state-of-the-art mobile devices, and a quick network. Therefore, an excellent user experience consists of a unique offer which makes the most consumer-oriented provider stand out from the crowd.

How can you develop your own competitive advantages - iPROM - Expert opinions - Miloš Suša

The needs of consumers constantly change

Consumers have changed their behaviour, which means that the expectations and needs that they wish for the telecom providers to comply with have also changed. Modern consumers no longer only expect the provided service to be performed in a quality fashion, but expect the providers to be familiar with their purchase journey and understand their needs. Therefore, we advise our clients to re-evaluate the purchase journey of their customers and redefine key contact points in line with the changed situation. Data plays an important role in this process. You can obtain a lot of information and an insight into the purchase journey of a consumer just by looking at companies’ own data which will help you establish the habits of your existing customers. Check the progress of their journey, and examine the points of contact where the latter is interrupted. These are the points that will require more attention and the process of re-optimisation in order for the potential consumers to continue with their journey and reach their goal in the end.

The needs of consumers constantly change - iPROM - Expert opinions - Miloš Suša

Technology provides a response to changes

As a rule, leading telecommunication companies usually manage an extraordinary amount of data. Data analysts process them to understand the behaviour of consumers, recognise trends, and predict further development of events. The McKinsey survey including 273 global telecom providers showed that 30% of respondents have already invested in mass data infrastructure, while nearly half of them stated that they were thinking about it. Now, as market conditions are so volatile, the key issue is for the telecom providers to focus on their own data and not leave the power of data-based decisions to common sense.

Analyse data trails - iPROM - Expert opinions - Miloš Suša

Analyse data trails

Consumers’ requests change by the minute. Luckily, they always leave behind valuable breadcrumbs in the form of data trails; they allow marketing experts to adopt smart decisions. Here at iPROM, our data management platform iPROM DMP enables us to follow the behavioural patterns of target groups and data on the marketing campaigns that have been carried out, in order to combine them with data from other business activities. The platform systematically processes these data using advanced algorithms, while the iPROM Cloud software enables you to additionally collect information on the activity on the user’s website, and use them in order to improve the efficiency of your advertising campaigns. Thus, we are reliably ensuring the most efficient market targeting methods, the most important of them being behavioural targeting, retargeting and predictive targeting. A good digital strategy, therefore, begins and ends with data analysis, and is successfully implemented using advanced advertising technology which provides the best yield of media resources.

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