Is “Machine Learning” the key to the mobile operator’s future success?

It’s no secret that many mobile operators consider the need to engage with customers as individuals to be one of their biggest commercial challenges. But due to the sheer size of the task, many focus on price and network asset management to entice customers and limit churn – on a “herd” basis, not a personal one. However as Digital Service Providers enter the telecoms market, operators face fierce competition for customers’ attention and spend. To keep up, operators must focus on creating a personalised experience for each subscriber; one that communicates value, increases loyalty, and recognises them as an individuals. Something like that of Netflix, Google and Facebook do very well, say Jane Zavalishina, CEO of Yandex Data Factory This need is understood too well by most operators. They know…


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