| |August 20168CIOReviewIN MY OPINIONEvery click creates a data point that gets captured on a server. This data has huge potential to improve customer centric services especially for the masses.We are living in a hyper connected world where people are leaving information or their digital footprints in various forms - either in the form of user generated content such as videos, pictures and Facebook comments, or commercial transactions, search histories, reviews, feedback, queries on consumer platforms etc. Not just people but information is also being left behind by uniquely identifiable objects that are connected to the internet and can be tracked. The sensors, social media, internet activities, multimedia content, GPS - every click creates a data point that gets captured somewhere on one of the servers. Estimates show that every day over 2.5 quintillion bytes of data is created. This tsunami of data is only going to grow bigger and by 2020 industry experts say 32 billion connected devices will generate 44 trillion GB of data every year. Which means each device will create nearly 4.5 GB of data. But what happens to the data once it has been created?This form of unstructured information or data, popularly known as big data, if properly analysed can address several challenges that consumer facing companies, such as telecom operators face today. Big data can help us answer important business questions. It can help in better understanding of customer behaviour, performance and demand of specific products. Customer pain points like spamming can be reduced, and messages can be delivered to the right ones instead. This data can also be used for societal development, identifying disease outbreaks or predicting impending economic downturns.Big data can be used to introduce services beyond vanilla voice and data products and align business goals with initiatives like Digital India. E-governance By Avinash Mittal, IT - Head, Telenor (India) CommunicationsBig Data Equals Big Gains for AllBig data analysis can guide developers to create modules that can be delivered on feature phones and the content can be targeted to benefit the right users
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