Case Study της Telecom Italia από την SAS

At Telecom Italia, visualizing data makes hearing it easier

Σε ένα περιβάλλον όπου οι εταιρείες τηλεπικοινωνιών «κονταροχτυπιούνται», οι σύγχρονοι τηλεπικοινωνιακοί πάροχοι, για να μπορέσουν, όχι μόνο να αποκτήσουν ανταγωνιστικό πλεονέκτημα, αλλά και απλά να λειτουργήσουν, θα πρέπει να απαντούν σε καθημερινή βάση στις προκλήσεις με ταχύτητα και διαθεσιμότητα…

Ως ο μεγαλύτερος τηλεπικοινωνιακός πάροχος στην Ιταλία, και με σημαντική παρουσία στη Λατινική Αμερική, η TELECOM ITALIA αναζητά συνεχώς τρόπους για να βελτιώνει την «εμπειρία του πελάτη»!

Με τα SAS® Visual Analytics, η Telecom Italia έχει πλέον στη διάθεσή της μια λύση που της δίνει τη δυνατότητα να εξερευνεί, να αναλύει και να απεικονίζει με γραφικό και εύχρηστο τρόπο και με μεγάλη ταχύτητα τους τεράστιους όγκους δεδομένων της. Με τον τρόπο αυτό, επιτρέπει στα στελέχη της –ανεξάρτητα από τις τεχνικές δεξιότητές τους, να λαμβάνουν έγκαιρες και έγκυρες αποφάσεις οποτεδήποτε και οπουδήποτε βρίσκονται και να βελτιώνουν την «εμπειρία  του πελάτη»  παρέχοντας εν τέλει προσφορές και υπηρεσίες που αναμένουν οι πελάτες τώρα και στο μέλλον!

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Listen to the data

As part of a program to improve customer experience for its 32 million mobile subscribers, the company had to extend and reinforce its ability to monitor network service.
To make sense of the enormous amount of unique and varied data at its disposal, Telecom Italia turned to SAS for a way to make wise decisions quickly based on up-to-the-minute trends.
"We need to be able to respond quickly with new and improved offerings to our customers, and to analyze the impact of these offers for the foreseeable future," says Fabrizio Bellezza, Vice President of National Wholesale Services and Head of Market Development at Telecom Italia. "Analysis that is valuable and makes sense today may be irrelevant tomorrow. And we need to see well beyond tomorrow."

Know the competition

To understand how it stacks up to the competition, Telecom Italia needed to define and analyze key performance indicators for mobile network voice and data traffic.
In a fast-changing market filled with devices and applications running on different generations of technology, what's relevant today might not be tomorrow. And beating the competition means always knowing the right offer for each customer at the right time.

The solution

With SAS® Visual Analytics, business executives at Telecom Italia can compare the performance between all operators for a key indicator – such as accessibility or percentage of dropped calls – on a single screen for a quick overview of pertinent strengths and weaknesses.
Using SAS, Telecom Italia adds in-memory analytics and advanced data visualization to the provider's geomarketing system, simplifying the decision-support and operational processes that go into technical and commercial planning.
"SAS® Visual Analytics supports us in identifying network shortcomings and making fast improvements," Bellezza says. "It also allows us to calculate the statistical correlations between various KPIs for more effective further analysis.
"SAS® Visual Analytics has allowed us to identify profitable areas that we can strengthen in terms of infrastructure and services to be marketed."

In-depth analysis of KPIs

A company whose leadership has always understood the role of sophisticated analytics in monitoring network traffic and performance, in addition to spotting trends, Telecom Italia has used SAS since the 1990s.
SAS® Visual Analytics allows Telecom Italia to analyze a range of KPIs at different levels of aggregation for both voice and data traffic. These include accessibility, drop rate, call setup time and data throughput, and can be viewed on a single screen.
"This gives us a rapid overview of areas of competitive strengths and weaknesses," Bellezza says.
SAS® Visual Analytics allows Telecom Italia to analyze coverage of specific areas and identify possible scenarios as "make" or "buy," prioritized by cost and benefit.
It helps analyze customer behavior and create a predictive model, forecast services and evaluate the profitability of a development area after an investment.

A user-friendly format

"When initially analyzing data, it's impossible to predict the questions users may ask – and often even the users themselves are unaware of them," Bellezza says. "SAS® Visual Analytics helps us gain insights by simplifying the transformation of data and enabling us to put it into a user-friendly format."
As a result, decision makers get a more comprehensive understanding of what's happening in the market, he adds.

"We're very impressed in terms of the usability and flexibility – and time to market, too – of SAS® Visual Analytics," Bellezza  affirms.