Apple Telecom Instrukcja Użytkownika Pobierz pdf (Strona 6)

4 | Study

1) Avanade: Global Survey: The Business Impact of Big Data, November 2010.

1. Why do telecom operators have difficulties

understanding their customers?

Telecom operators are facing three main data challenges:

1. They generate huge volumes of very valuable data from telephony

and data services in their fixed and mobile day-to-day business.

2. Their internal setup makes it difficult to transform all this data

into knowledge.

3. Standards for customer understanding are defined in adjacent industries.

Best-in-class players such as Google, Apple and eBay are leveraging their

customer know-how much better.

1.1 Customer-related data in the telecom industry is becoming

ever more complex

"There were 5 exabytes of information created between the dawn of

civilization through 2003, but that much information is now created

every 2 days, and the pace is increasing …"

Eric Schmidt, Google CEO, at Techonomy Conference 2010

In the global marketplace, businesses, suppliers and customers are creating

and using vast amounts of information. Technology research firm Gartner

predicts that enterprise data in all forms will grow 650% over the next five

years. According to IDC, the world's data output doubles every 18 months.

This flood of data, often referred to as "information overload", "data deluge"

or "big data", clearly creates a challenge for business leaders.

Managers are

struggling to exploit the information that is constantly being generated by

their current and prospective customers.

1.1.1 Data fragmentation causes complexity

Sources and types of data are classified into different categories. While

classifying helps to get a handle on the general data management problem,

classification systems themselves are becoming more complex and the num-

ber of data classes is constantly increasing. Integrating these different data

classes is still a huge challenge and help from an expert can be essential.

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Apple Telecom Instrukcja Użytkownika Strona 6