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市場調查報告書

透過情境感知行銷系統可產生CSP的追加收益

Context-Aware Marketing Systems Enable CSPs to Generate Additional Revenue

出版商 Analysys Mason 商品編碼 324904
出版日期 內容資訊 英文 29 Slides
商品交期: 最快1-2個工作天內
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透過情境感知行銷系統可產生CSP的追加收益 Context-Aware Marketing Systems Enable CSPs to Generate Additional Revenue
出版日期: 2015年02月24日 內容資訊: 英文 29 Slides
簡介

客戶日益期待通訊服務供應商 (CSP) 提供定做行銷宣傳活動,傳統的行銷效果變小。在CSP銷售服務時客制化是必須,不過安裝的系統不能對應。

本報告提供通訊服務供應商 (CSP) 的行銷流程相關分析、定做行銷宣傳活動的下一代行銷解決方案的引進建議、對CSP來說的情境感知行銷系統 (CAMS) 的優點的分析。

主要的調查內容

  • CSPCAMS的引進是必要的理由調查
  • CAMS是什麼,概要
  • 對考慮引進CAMS的CSP的建議
  • 為了推進支援外部資料的收益化的CAMS發展供應商能做的事的評估

調查對象企業

  • Amdocs
  • AsiaInfo
  • Emagine International
  • Flytxt
  • Globys
  • IBM
  • Oracle
  • Pontis
  • SAP
  • SAS Institute
目錄

CSPs have the opportunity to target customers with relevant offers and monetise customer data by deploying context-aware marketing systems (CAMS).

Customers are increasingly expecting communications service providers (CSPs) to provide personalised marketing campaigns and traditional marketing is becoming less effective. CSPs need to be able to personalise their offers if they are to sell their services, but they are unable to do this with their installed systems. This report analyses CSPs' marketing processes, and recommends that they deploy next-generation marketing solutions in order to deliver personalised marketing campaigns. It provides an analysis of the benefits of context-aware marketing systems (CAMS) to CSPs.

THIS STRATEGY REPORT:

  • explores why CSPs need to deploy CAMS
  • provides an overview of what CAMS are
  • makes recommendations for CSPs that are considering deploying CAMS
  • assesses what vendors can do to progress the evolution of CAMS to support external data monetisation.

COMPANY COVERAGE

  • Amdocs
  • AsiaInfo
  • Emagine International
  • Flytxt
  • Globys
  • IBM
  • Oracle
  • Pontis
  • SAP
  • SAS Institute

INFOGRAPHIC: EFFECT ON CSPS' BUSINESS OF
DEPLOYING CONTEXT-AWARE MARKETING SOLUTIONS

                        Source: Analysys Mason.

ABOUT THE AUTHORS

Atul Arora (Research Analyst) is a member of Analysys Mason's Telecoms Software research team and contributes to the Analytics Software Strategies, Customer Care and Digital Economy Software Strategies programmes. His areas of interest include omni-channel customer care, context-aware analytics and digital enablement. Atul joined Analysys Mason in 2013 after working as an intern analyst in the telecoms sector for a year. He has worked on a range of projects focused on telecoms verticals, cloud services and mobile services in emerging markets. He holds a bachelor's degree from Jaypee University (India) and a Master's degree in neuroscience from University College London.

Justin van der Lande (Principal Analyst) leads the Analytics Software Strategies, Customer Experience Management Software Strategies and CSP IT Strategies research programmes, which are part of Analysys Mason's Telecoms Software research stream. He specialises in business intelligence and analytics tools, the functionality of which cuts across all of the research programmes in this area. He also provides project management for large-scale projects within our Telecoms Software research. Justin has more than 20 years' experience in the communications industry in software development, marketing and research. He has held senior positions at NCR/AT&T, Micromuse (IBM), Granite Systems (Telcordia) and at the TM Forum. Justin holds a BSc in Management Science and Computer Studies from the University of Wales.

SAMPLE PAGES

Table of Contents

  • EXECUTIVE SUMMARY
  • CSPs SHOULD INVEST IN CAMS TO OFFER PERSONALISED OFFERS
  • CSPs SHOULD DECIDE BETWEEN POINT SOLUTIONS OR UPGRADING CURRENT SYSTEMS
  • CAMS SHOULD EVOLVE TO SUPPORT THIRD-PARTY ADVERTISING OR MARKETING PLATFORMS
  • ABOUT THE AUTHORS AND ANALYSYS MASON
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