Telecom is one of the leading verticals reeling from big data pains. These pains started showing after the iPhone was launched in 2007. Before the iPhone, the Telecom business mostly had customers that were on pay-per-use data plans resulting in few scalability challenges and infrequent network outages. Then came the iPhone that made the all-you-can-eat data plans popular making choked networks and outages everyday news. Over the last few years Telecoms have invested a lot to upgrade their networks to support this insatiable hunger for data, going from 3G to 4G to 4G LTE, but the back-end applications continue to run into challenges, as they were not originally designed to handle large data sets.
The solution to these challenges is In-memory data management (IMDM). IMDM integrates with existing back-end applications to help them scale, perform well, overcome big data challenges and meet customer expectations thus opening up a totally new set of possibilities for Telecoms. Here are a few areas where IMDM can provide value for Telecoms:
1. Increase Average Revenue Per User (ARPU)
ARPU is the key metric for Telecoms. IMDM helps increase ARPU by enabling real-time personalization and targeted cross-sell / up-sell offers by processing large data sets in-memory.
2. Meet Service Level Agreements (SLAs)
Back-end applications that are struggling to meet SLAs because of big data challenges can take a sigh of relief as IMDM integrates seamlessly to improve application performance and meet or even beat the defined SLAs.
3. More Self-Service
If your applications are running slow, customers are unlikely to use them to resolve their issues. Integrating IMDM with applications results in improved performance leading to greater customer adoption of the self-service functionality.
4. Reduced Operational Costs
Customer records are the most accessed data entity in a Telecom’s operations and they are, usually, maintained across multiple applications leading to inefficient use of time, money and resources. IMDM aggregates customer records in memory for faster data access. This allows various departments, like call centers, to support customers faster and reduce the overall operational costs.
5. Improved Network Management
Telecoms run large networks and a delay in reacting to an event can result in loss of revenue, loss of service or both. IMDM allows all network events to be managed in-memory enabling quick action to resolve issues faster.
6. Enable Big Data Analytics
Large data sets are not easy to analyze as every query or job can take hours. IMDM comes to the rescue by holding terabytes of data in-memory to make real-time big data analytics a reality. IMDM (like Terracotta’s BigMemory) also integrates with Hadoop clusters to make the Hadoop jobs execute faster. Faster analytics leads to faster decisions.
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