The telecommunications industry faces significant transformation. With operations geared toward standalone lines of business for landline, mobile, broadband and other services, it’s tough to make customers the center of attention. It’s even tougher to understand the preferences and needs of everyone in the household, from the subscriber who pays the bill, to teenagers who want the latest sports and entertainment packages.

Master data management helps make telecommunications companies smarter. MDM enables telecommunications companies to connect disparate pieces of customer information across lines of business, service locations, order and billing systems and more. Armed with a complete picture of the customer relationship, telecommunications companies can:

• Optimize the effectiveness of marketing campaigns, with promotions geared towards household members’ interests
• Provide accurate, consolidated account information to customers, enabling convenient self-service at lower costs
• Accelerate the introduction of new products, bundles and special offers for target market segments
• Enable service agents to promote relevant cross-sell offers in real time
• Understand and maximize lifetime customer value, based on subscribers’ lifestyle changes

• A major North American telecommunications operator introduces new product bundles 50% faster, at a 70% lower cost, driving significant advantage over competitors.
• A leading global provider of telepresence, video, and voice solutions simplified its complex product configuration and pricing options, enabling its sales distribution network to operate more efficiently and at lower costs. With a single view of data across lines of business, the company estimates productivity improvements worth over $5 million per year.
• A top national Canadian provider of telecommunications services boosts marketing effectiveness with targeted upsell offers based on customer profile information, improving the customer service experience and reducing churn.
• A leading French telecommuncations operator transforms its fragmented sales operations with a 360-degree view of clients across lines of business, setting the stage for increased growth in a dynamic market space.
• A major Italian telecommunications services provider accelerates new product launch cycles, improves delivery quality and enhances collaboration across business functions with a single view of product information.

IBM InfoSphere Master Data Management offers complete, proven and powerful MDM capabilities, enabling telecommunications providers to create trusted views of information, and elevate the effectiveness of mission-critical business process and applications. With over 600 customer implementations, InfoSphere MDM meets the needs of the MDM journey, across data domains, use cases and implementation styles. Unlike application add-ons or toolkits, InfoSphere MDM provides a complete solution that delivers quick time to value.

• Case study: Bouygues Telecom