© Comptel Corporation 2014

What Telco CMOs and CTOs/CIOs Are

Thinking

in 2014

Executive Summary Comptel Corporation

GSMA Mobile World CongressFebruary 2014

© Comptel Corporation 20142

customer experienceCMOs and CTOs/CIOs agree

(96%) (80%)

everyone in the organisation should be

interested in QoS and customer experience

Nearly all

© Comptel Corporation 2014

2014 is the year of great

© Comptel Corporation 20143

Making the mission a reality

are hoping to understand gaps in the service delivery process60%

56% want to improve network performance

52%

48%

are developing new products

want to understand customer experience on a more granular level

Priorities for 2014

© Comptel Corporation 20144

CMOsprioritise

CTOs/CIOs

prioritise

The top priorities may differ…

© Comptel Corporation 2014

understanding

gaps in service delivery

Improving

network performan

ce

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…but all agree integration is key

60% recognise that complete access to all departments’ data would be useful

82% say it would be ideal to consolidate every department’s data or at least collaborate on

decisions

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Integration isn’t currently happening

Only16%have fully consolidated OSS/BSS

systems and work from the same central environment of data as all

departments…

© Comptel Corporation 20147

…and few are likely to involve marketing in their

technology strategy

(28%)

(or vice versa)(20%)

© Comptel Corporation 20148

AUTOMATIONHow to help this? Respondents say would benefit:

Customer experience management

Quality of service management

Operations

Sales & marketing

Charging & billing

(62%)

(60%)

(58%)

(44%)

(40%)

© Comptel Corporation 20149

Pairing automation and data

64%say their department is in the process of leveraging Big Data to improve customer service

Big data and automation leads to

a more granular view of network and customer

patterns

© Comptel Corporation 2014

Comptel commissioned a third-party research vendor, Vanson Bourne, to administer a 5 –10-minute telephone survey between January 3, 2013 and February 12, 2014 to marketing and IT decision-makers (n=25 each) at communications service providers across EMEA, Asia Pacific and Latin America. The breakdown of the respondents is as follows:

10

Research Methodology

Number of Employees at Company Region

Role

3000+42%

251 - 50022%

1001 - 30022%

501 - 100014%

CMO50%

CIO/CTO50%

Asia Pacific32%

Europe, Middle East, Africa50%

South America

18%

11 © Comptel Corporation 2014

Want to learn more about the role Big Data is playing for CSPs in 2014? Check out our infographic & download the full eBook.

Thanks for your interest!