CELCOM Axiata Bhd has selected IBM’s business analytics solutions to provide the telco with better consumer insights.
The solutions comprise IBM Netezza Appliance for enterprise data warehousing, Cognos Business Intelligence software for reporting, Infosphere Information Server for job scheduling, Telco Data Warehouse for enterprise data modelling and IBM Power System servers.
They are currently being deployed in stages and Celcom expects the exercise to be completed in a few months.
Once up and running, the telco’s current quantitative and qualitative data database systems will be consolidated into a singular data warehouse to improve operational efficiency.
According to Celcom chief executive officer Datuk Seri Shazalli Ramly, with advanced analytics capabilities in place, Celcom will be able to tap into its customers’ psyche and effectively segment the company’s target markets.
“We will be able to launch innovative products, more precisely target promotional campaigns to individual consumers and speed up response times related to customer inquiries,” he said.
The system will also enable the telco to promptly identify broadband and data related services areas with the highest signal traffic and customer concentration, allowing it to effectively plan future network expansion and upgrades, said Shazalli.
Given the nature of today’s business environment, leveraging on business analytics is a very important step for a company to stay ahead of the competition and market demands, he added.
The findings can also be used to create new business models and niche markets across different industries that are usually overlooked by conventional mobile marketing practices and campaigns.
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