Towards Tomorrows Feb 2017 | Page 5

ATUL MADAN
Senior Vice-President and Head , Digital Services
The creation of relevant digital content and efficient delivery of the same is likely to take centre stage in 2017 . Moreover , ensuring relevance of digital services will not only engage and serve customers , but will also help to monetize the overall ecosystem .
AMIT SANYAL
Vice-President , Consumer Value Solutions
This will be an interesting year , wherein customer value management ( CVM ) will be a key focal point for telecom operators globally . Another pivotal focus area will be driving data consumption , in particular , 4G . Meanwhile , customer value management through retail and channel sales will emerge as a parallel focus area to traditional CVM programmes . The average revenue per minute of telecom operators will increase via cross-and-up sell , instead of driving vanilla usage of analytics . Interestingly , predictive analytics will be in the spotlight , whereas prescriptive and descriptive analytics are slowly but surely becoming the norm . A paradigm shift will take place , wherein the CVM space will focus on banking and retail in 2017 In addition , CVM ' s scope will not be dependent on an operator ' s key performance indicators alone . Customer profiling will play a pivotal role as well . Lastly , operators will increasingly begin to focus on incremental innovation , as opposed to “ big bang ” changes .
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