Gartner Research

Market Trends: Linking Network and IT Intelligence to Drive Context-Aware Customer Experience

Published: 28 June 2012

ID: G00229992

Analyst(s): Mentor Cana , Charlotte Patrick


Communications service providers are looking to correlate the intelligence from their network and IT layer with customer interaction intelligence. This will enable CSPs to place their customers in a context that is richer and more telling about the customers as they consume services.

Table Of Contents

Trends in the Market

  • CSP Services in Context and Customer Experience
    • Focus on Context
    • Focus on Content-Related Services
    • Customer Experience via Context-Enabling Technologies

Market: CSPs are Looking to Fully Use Their Network and IT Intelligence

  • Solutions and Services in Need of Better Customer Context
  • Challenges Facing Context-Aware Computing
    • Computation Power and Evolving Algorithms and Analytical Techniques
    • Privacy
    • Collaboration Between CxOs
    • Lack of Standardized Information Architecture and Data Models
    • Unclear ROI
    • Bad Data

Technologies: Technologies for Better Customer Context

  • Deep Packet Inspection and Network Intelligence
  • BSS-Level Intelligence
  • Customer Interaction Intelligence
  • Other Technologies and Solutions
  • Bringing It All Together — Context is the Glue and CSPs Have It
  • Other Potential Uses for Enhanced Context-Awareness With Network Plus IT Intelligence
  • CSPs Can Cooperate With OTT Providers by Offering Them Knowledge

Contrarian View: If CSPs Fail to Realize the Value From Their Embedded Context, They Will be Further Marginalized and Left Out of The OTT Revenue Stream

Vendors to Watch

  • Network Analytics (DPI, NI and Content Analytics) Vendors
    • Qosmos
    • VOIPFuture
    • Allot Communications
    • ipoque
    • Sandvine
    • Neuralitic
    • Ontology Systems
    • Comptel
  • BSS Vendors
  • NEPs


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