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Telecom Revenue Growth Will Hinge on Subscriber Data Management, Heavy Reading Finds

Posted on: Tuesday, 12 May 2009, 11:00 CDT

Network operators need to deploy SDM technologies to extract more revenue from their services and deliver highly personalized digital media services, new report finds

NEW YORK, May 12 /PRNewswire/ -- As the value of providing basic network connectivity continues to fall, network operators of all types will need to deploy subscriber data management (SDM) technologies to extract more revenue from their existing services and to deliver the kinds of highly personalized digital media services that business and consumer users already are starting to demand, according to a major new report from Heavy Reading (www.heavyreading.com), the research division of Light Reading (www.lightreading.com).

Subscriber Data Management & the Era of Analytics identifies and analyzes the business and technology factors that will influence the development and implementation of SDM for next-generation telecom networks and services, on a global basis. The all-new, 75-page report provides deep insight into the SDM value proposition associated with the integration of user information and profile data into real-time services, and it evaluates and assesses emerging standards and deployment models for SDM.

In addition to providing a solid roadmap for SDM development and deployment, the report profiles and analyzes more than 20 different technology suppliers vying for market leadership in the SDM sector. The report offers a full SWOT (strengths, weaknesses, opportunities, threats) analysis for each supplier, and also provides market intelligence on key partnerships and customer wins for each SDM vendor.

For the full list of technology suppliers analyzed in this report, see:

http://img.lightreading.com/heavyreading/pdf/hr20090512_vendors.pdf.

Subscriber Data Management & the Era of Analytics also contains four case studies detailing early SDM deployment efforts at the following network operators:

• Blyk (U.K.)
• BT Netherlands
• Pelephone (Israel)
• Telefonica Moviles Argentina

"Subscriber data management is now being embraced by many telcos to manage and analyze real-time dynamic data, and potentially even to monetize their extensive knowledge of subscriber usage patterns, application preferences, and market behavior with third parties," says James Hodges, senior analyst with Heavy Reading and author of the report. "Even though SDM is a loosely defined concept at this point, a growing list of vendors are assembling and incorporating specific SDM capabilities into products to meet the needs of the early adopters, as well as to anticipate future requirements."

Mobile network operators are fueling the first wave of SDM adoption, Hodges says. "While there is considerable interest in SDM by cable and fixed-network operators, they are less aggressive with SDM to date," he notes. "This is not surprising, given that mobile operators have greater experience in leveraging subscriber data. However, cable operators are expected to drive the second wave of SDM deployments, since personalized broadband-based services represent a key component of their competitive strategies."

Other key findings of Subscriber Data Management & the Era of Analytics include the following:

Although SDM is not yet clearly defined from an architecture or service perspective, an increasing number of operators recognize that future support of SDM is important for a variety of reasons. These include services differentiation via personalization, network scaleability, increased security, improved customer care, and reduced operating costs.

Mass deployment of highly personalized services is still a few years away, with 2011 the most likely timeframe. Despite the challenges, SDM will continue to gain market momentum, given strong capex and opex value propositions. Some network operators are using SDM now to help them more efficiently run their networks and optimize bandwidth.

While the potential to deliver personalized targeted advertisements continues to be viewed as promising, analyzing and profiling subscriber usage patterns remains a controversial topic. Personalized, targeted ads face several formidable hurdles under different regulatory environments. Web applications such as Facebook that have already implemented this approach are under public pressure to maintain a strict code of privacy.

A surprising number of technology suppliers consider SDM as driving their next wave of professional services and consulting opportunities. Operators increasingly rely on the vendors that develop SDM tools and products to help them fully understand what the raw data means, and how it can be leveraged to increase revenue growth for new applications. As a result, even smaller vendors are offering consulting services to network operators.

Subscriber Data Management & the Era of Analytics is essential reading for a wide range of industry participants, including the following:

• Service providers and network operators: How will subscriber data management technologies and applications affect your service initiatives? What role will SDM play in transforming the telecom services industry? Which SDM standards and technologies will be most important to your organization's next-gen services strategy? Which suppliers are in the best position to meet your needs for SDM?

• Technology suppliers: How will the development of SDM initiatives and standards shape supply and demand for next-gen offerings? Which technologies are likely to emerge as long-term solutions, and how does your portfolio match up to that list of probable leaders? What are the strengths and weaknesses of your key competitors, and with whom are they working to build market share?

• Investors: How will the emergence of SDM affect the overall telecom sector? Which technology providers are likely to emerge as the main suppliers of next-gen SDM products, and when are they most likely to reap those benefits?

Subscriber Data Management & the Era of Analytics costs $3,995 and is published in PDF format. The price includes an enterprise license covering all of the employees at the purchaser's company.

For more information, or to request a free executive summary, contact:

About Heavy Reading

Heavy Reading is an independent market research organization offering quantitative analysis of telecom technology to service providers, vendors, and investors. Its mandate is to provide the comprehensive competitive analysis needed today for the deployment of profitable networks based on next-generation hardware and software.

About TechWeb

TechWeb (techweb.com/aboutus), the global leader in business technology media, is an innovative business focused on serving the needs of technology decision-makers and marketers worldwide. TechWeb produces the most respected and consumed media brands in the business technology market. Today, more than 13.3 million* business technology professionals actively engage in our communities created around our global face-to-face events Interop, Web 2.0, Black Hat and VoiceCon; online resources such as the TechWeb Network, Light Reading, Intelligent Enterprise, InformationWeek.com, bMighty.com, and The Financial Technology Network; and the market leading, award-winning InformationWeek, TechNet Magazine, MSDN Magazine, Wall Street & Technology magazines. TechWeb also provides end-to-end services ranging from next-generation performance marketing, integrated media, research, and analyst services. TechWeb is a division of United Business Media, a global provider of news distribution and specialist information services with a market capitalization of more than $1.6 billion.

* 13.3 million business decision-makers: based on # of monthly connections

About United Business Media Limited

UBM (UBM.L) focuses on two principal activities: worldwide information distribution, targeting and monitoring; and, the development and monetization of B2B communities and markets. UBM's businesses inform markets and serve professional commercial communities - from doctors to game developers, from journalists to jewelry traders, from farmers to pharmacists - with integrated events, online, print and business information products. Our 6,500 staff in more than 30 countries are organized into specialist teams that serve these communities, bringing buyers and sellers together, helping them to do business and their markets to work effectively and efficiently. For more information, go to http://www.unitedbusinessmedia.com.

SOURCE Heavy Reading

Source: PR Newswire

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