Data-Driven Manufacturing – Monetizing the Analytical Edge

 The world is awash with discussion tied to the age of Big Data and the need for all organizations (large or small) to take advantage of the business improvement opportunities that harvesting Big Data can bring to light. Yet, to the casual observer, the push for Big Data looks more like a race to see what organization in which industry can amass the most, store the most, and sift through the most data—all in hopes of finding elusive golden nuggets of business insight.

The communications industry, in particular, has been generating massive quantities of data for years. Operational and monetization data comes from several sources including: network signaling for establishing a voice call or data session; data networks as customers push and pull data to and from the Internet; the billing processes; and data from outside sources in a variety of formats. The golden nuggets gained from analyzing this data can yield customer usage insight, patterns of need tied to improved operations, detection of fraud situations, opportunities to add business value that will hopefully translate to increased profitability, and insight on how to meet new network investment requirements.

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There are multiple communications service provider (CSP) processes and business disciplines in place today, some reaching back years or more. These, and several more recently defined disciplines, are well attuned to the importance of the insights that data analysis can provide. Some of these disciplines include: customer notification and threshold analysis; cloud services enablement; customer service assurance and experience analysis; revenue assurance; business cost analysis; fraud management; network usage optimization and planning; cybersecurity; and virtualized networking. The key objective from each rests within an organization's ability to harvest the right levels of insight, at the right time, in order to address the key business problems that impact business outcomes. Put another way, the goal is to learn from the past to improve business performance for the future.

But what if the future is very different from the past? Remember how touch screen technology changed the user device market in mid-2007 with the introduction of the iPhone. Then, three years later the market twisted again as the tablet was introduced. Did we see this substantial change coming then? What about the mobile app market that now provides millions of apps to consumers and business customers? We saw it coming, but not with the level of success it has experienced to date. What about incorporation of mobile technology into the goods and services of nearly every industry in order to provide a better experience for their customers? This broad incorporation of mobile technology continues to unfold quietly, with little opportunity to look back on what is successful, or how success is even defined. Looking back will not give the insight to plan forward as these and other disruptive events continue to shape and change the communications marketplace.

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