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  3. > The Context-aware marketing systems enable CSPs to generate additional revenue

Communications service providers (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 CSPs deploy next-generation marketing solutions in order to deliver personalised marketing campaigns.

Table Of Contents

The Context-aware marketing systems enable CSPs to generate additional revenue

Table of contents


About this report


Executive summary


CSPs need to deploy new systems and processes to deliver personalised marketing campaigns to customers


Context-aware marketing systems enable CSPs to deliver personalised and relevant campaigns


Recommendations


Customers' expectations are growing, but the effectiveness of traditional marketing processes is declining


Marketing solutions need to evolve to include additional functionality


Evolution of marketing process at CSPs


Context-aware marketing solutions enable CSPs to launch personalised campaigns


CAMS-based solutions offer multiple benefits to CSPs


A Tier 1 CSP in Europe deploys CAMS to increase revenue and customer satisfaction


CSPs SHOULD DECIDE BETWEEN POINT SOLUTIONS OR UPGRADING CURRENT SYSTEMS


CSPs need to assess their requirements and evaluate vendor offerings to decide on an implementation strategy


The market for CAMS is a developing sector where smaller innovative vendors are able to compete with larger established players


Vendors need to partner to provide comprehensive CAMS


CAMS SHOULD EVOLVE TO SUPPORT THIRD-PARTY ADVERTISING OR MARKETING PLATFORMS


Deploying analytics solutions will enable CSPs to monetise customer data


CAMS can evolve to offer data monetisation capabilities


CSPs planning data monetisation can deploy multiple business models


CSPs planning to monetise data can deploy multiple business models


About the authors and Anaylsys Mason


List of figures


Figure 1: Effect on CSPs' business of deploying context-aware marketing solutions


Figure 2: CSP challenges and the impact of traditional marketing campaigns


Figure 3: Benefits of deploying context-aware marketing solutions


Figure 4: Reduced effectiveness of traditional marketing campaigns


Figure 5: Capability comparison of traditional marketing solutions and next-generation marketing solutions


Figure 6: Components of context-aware marketing systems


Figure 7: Benefits of deploying context-aware marketing solutions


Figure 8: Benefits of deploying context-aware marketing solutions


Figure 9: Market maturity curve


Figure 10: Analysis of context-aware marketing solutions by vendor


Figure 11: Examples of data sources and ways in which CSPs can monetise customer data


Figure 12: Evolution of CAMs to include capability for external advertising


Figure 13: Business models that CSPs can deploy in order to monetise customer data

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