Telecommunications - TeBIT 2016 Executive Report: Drilling for Digital Gold

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TeBIT 2016 Executive Report: Drilling for Digital Gold

By Frank FeldenThomas KrügerErik Lenhard, and Wim De Meyer

Big data and analytics isn’t just a hot area but an increasingly lucrative one. Many companies (think Google and Amazon) use it to drive their business models—and their success. So it seems reasonable to assume that telecom operators, too, are reaping the rewards. Telcos, after all, are sitting on a mother lode of subscriber data—especially location and usage data—that is hard to find elsewhere. So monetization should flow quickly and abundantly. But that’s not what’s happening.

Why not? It’s just the type of question that TeBIT, a benchmarking study jointly developed by ETIS–The Community for Telecom Professionals and The Boston Consulting Group, was created to answer. Last year, TeBIT took a close look at telcos’ digital initiatives and found that the huge investments operators were making seemed to be paying off. This year, we took a deep dive into big data and analytics, and our findings were, unexpectedly, quite different. While telcos are making significant investments and building new and often sophisticated capabilities, they are not generating substantial revenues. Indeed, the most successful TeBIT participant still saw less than .05% of its revenues generated by big data and analytics initiatives.

This report helps telcos understand why that may be the case and what they can do about it. It does this the “TeBIT way”—by looking at the spending, performance, and processes of telco IT units in order to better understand the challenges participants face and the levers for tackling them.

TeBIT 2016 finds, for instance, that telcos take privacy and security seriously and that they seem hesitant about collecting and monetizing certain types of information, such as data from social networks. The way forward, then, is to find business models that create value from this data in a manner that complies with privacy standards—and with customers’ expectations regarding the use of their personal information.

Such insights are possible for one reason: TeBIT participants have a tradition of sharing data and allowing themselves to be compared with other operators. While this executive report is publicly available, participating telcos can access the full set of benchmark results, along with further trend analysis. They can also discuss their individual results with the TeBIT benchmarking team.

Telco IT units have proven remarkably resilient in the wake of continuing market challenges. But they need to be resourceful in the wake of opportunities. Big data and analytics represent—perhaps literally—a golden opportunity. It’s time to seize it.

Sitting On—But Not Seizing—A Data Gold Mine

In the oil business, striking it rich has always been a two-step process. First you have to find the oil. Then you need to get it out of the ground. For telcos, realizing the potential of big data and analytics—and getting new revenues to flow—is likewise a two-part process. And operators are only halfway there. This year’s telco IT benchmarking study found participants preparing their drill sites: capturing data; developing different, and often sophisticated, types of analytics; making investments in the requisite software, hardware, and skills. But no one is shouting “Eureka!” just yet.

It’s a bit of an odd situation, and perhaps even a frustrating one. As telcos continue to face challenging market conditions, they need new revenue streams. To this end, big data would seem to be particularly promising. Telcos, after all, possess unique information—like location and usage data—that can help other businesses target advertising, leverage footfall patterns in stores, and directly offer products to those most likely to want them. Telcos are utilizing this data, and the analytics they have developed, to improve their own marketing efforts and customer experience. But external monetization, at least so far, is largely elusive. For the majority of participants, revenues from big data and analytics are not enough to cover even the running costs.

What’s going on? A number of things—all of them challenges that telcos must address and overcome before they can truly tap into big data’s potentially huge reservoir of digital gold. For one thing, telcos have yet to identify the optimal path to monetization, with data-and-analytics revenues coming from a host of business models and no silver bullet, or even a dominant approach, yet to emerge. Privacy concerns, particularly acute in Europe, are another issue. Telcos often do not use the data they have, or even collect it in the first place, because of uncertainty about how customers and regulators will respond. Brand awareness has also proved challenging. “Telcos are not perceived as outstanding players in this market,” says Miguel Angel Diez Rincón, chief of monetization and projects at Telefónica. “Maybe that’s because our strength isn’t in the hardware or the analytics but in specific types of data.” (See “Better Business Through Analytics.”)

BETTER BUSINESS THROUGH ANALYTICS: AN INTERVIEW WITH MIGUEL ANGEL DIEZ RINCÓN OF TELEFÓNICA

Last year, we saw telcos in a similar situation. They were pursuing digital initiatives and just starting to see a payoff. Indeed, we found that operators that deployed the widest array of efforts suffered the smallest revenue declines—a welcome development. But telcos were embracing digital without a focused, long-term strategy; their efforts were all over the map, which may have been dampening returns.

Data and analytics can also bring telcos good news in a challenging market. But it is critical that operators not only discover new revenue streams but also get as much oil out of the ground as possible. This means zeroing in on the most promising business models, capturing the relevant data, and using that data in ways that allay privacy concerns but also get the word out that telcos can be key players in big data and analytics. No easy task, to be sure. But telcos have proven themselves to be adaptable and resourceful in a tough environment. Now is the time to unleash those traits once again.

Big Data: Capabilities and Concerns

This year’s survey found TeBIT participants laying the groundwork for initiatives in big data and analytics and making significant progress. More than a third of their deployed analytics are highly sophisticated. (See Exhibit 1.) That is especially noteworthy given the dearth of commercial-off-the-shelf software for big data. (See “From Business Intelligence to Big Data.”) Yet there is still more that telcos could do to set the stage for successful business models.

FROM BUSINESS INTELLIGENCE TO BIG DATA

For one thing, there is the data itself. Already, telcos are collecting and storing a significant amount of information. Yet we found that they are treading lightly when it comes to certain kinds of data. As part of the survey, we provided each participant with a list of 26 different data types spanning such categories as basic customer data, location and usage data, online behavior, financial data, and “social environment” information (which includes data from social networking sites, among other things). Overall, telcos are collecting 57% of these data types. But the distribution isn’t equal among categories. (See Exhibit 2.)

Location and usage data, for example, is widely collected—not surprising, since this information is for the most part a byproduct of running a fixed or mobile network. By contrast, financial data and social environment information, which tend to have a high potential for revenue generation, are far less likely to be captured.

Why the hesitancy? Privacy concerns—or more accurately, concerns about how customers will respond to the collection and use of data—seem to be the explanation. To be sure, telcos take the matter seriously: 89% of participants have established privacy policies that they share with customers on their websites (and, less often, via direct communications). But at the same time, participants believe that just 55% of their customers, on average, are aware of the privacy policy and that less than half—49%—are aware of how data is used. This suggests that there remains considerable uncertainty about which data to collect and what to do with it.

For some data categories, particularly online behavior (sites visited, products viewed and purchased, and so on), telcos seem to be staking out a middle ground, capturing roughly half the data types we asked about. While this may be the “safe” move, it may hinder telcos from realizing the full potential of big data and analytics business models. The collection of more data—specifically, more valuable data—doesn’t have to be avoided. But telcos need to do more to ensure, and to spread the word, that their practices meet all standards and expectations on privacy.

It is also worth noting that we saw great variation among participants regarding data collection. Individually, they are capturing between 23% and 88% of the data types. While this gap can be explained in part by regulations and legislation that differ somewhat among countries in the European Union, telcos clearly have very different views on what they should collect.

Another area for improvement: the organizational structures for a thriving big data and analytics business. Only a few participants have a dedicated data governance body (in most cases, telcos leave oversight to their legal and compliance departments). And just a third have a centralized data and analytics leadership team, with responsibility for coordinating projects. (See Exhibit 3.) Creating mechanisms for easy and effective partnering is another item for the to-do list, as these could help spur and carry out promising business models. Telcos are building their capabilities in big data and analytics. Now they have to build their teams.

Kick It Up a Gear: Data Monetization Needs More Momentum

Already, telcos possess the raw materials for realizing revenues via big data and analytics. They capture unique data like location information. They have developed sophisticated analytics. So it might come as more than a small surprise that monetization has been limited and far less than it could be.

In fact, in no case did a TeBIT participant see big data and analytics account for even .05% of total revenues. To put that in perspective, many internet players can trace 60% to 70% of their revenues to the monetization of customer data. Of course, that’s not a figure likely to be seen, or even aimed for, at telcos, where there is a strong desire to avoid the controversy that some of those internet companies have stirred up with their data practices, particularly in Europe. As the TeBIT data reveals, participants as a group remain very cautious when deciding what data to collect. But surely telcos could tap more of big data’s potential while still meeting high standards on privacy. Our analysis suggests that a reasonable target for monetization is on the order of 6% to 10% of revenues.

So how do telcos get there? The TeBIT survey suggests that participants are taking a “build it big first” approach to creating their data and analytics infrastructure: investing in a full-blown platform and realizing value only once that is complete, perhaps several years down the road. But maybe a more successful approach would be to invest only to the extent needed for initial monetization and then use that revenue to self-fund further initiatives. While there is little evidence that this alternative route works better, that may be because telcos aren’t taking it. Perhaps it is an option to consider.

Then there is the matter of identifying and pursuing the most promising business models. Here telcos are clearly in the early stages. To date, much of participants’ data and analytics activities have been internal: utilizing data, for instance, to optimize their own marketing campaigns and customer service.

External monetization initiatives have been more tentative and relatively scattered, falling into three main categories. About half of participants’ data and analytics revenue comes from the sale of data insights directly to third parties. This would include, for instance, the sale of footfall information to retailers. Another 34% stems from joint business models with third parties. For example, a telco might partner with advertising companies to deliver targeted ads, or work with insurance companies to offer on-the-spot coverage based on a subscriber’s current location (travel insurance, say, for someone crossing a border). Another 17% of revenues can be traced to the sale of geospatial data, such as information on fiber routes or network coverage information. (See Exhibit 4.)

Given this breakdown, it seems that telcos are trying out different approaches, looking for what works well and where they should focus. The TeBIT data suggests that the sale of consumer behavior data—an area where others are now active but where telcos possess unique location and usage information—holds the most promise. Indeed, some telcos appear to be reaching the same conclusion. “It will probably be in partnerships revolving around geolocation data or footfall analytics,” says Marijo Volarevic, director of the Business Development and Innovation Centre at Hrvatski Telekom. (See “Mining Data but Not Yet Striking Gold.”) But great care must be taken with this business model. From a privacy perspective, selling data is a riskier endeavor than using it to promote one’s own products. Will customers accept such use of their data?

MINING DATA BUT NOT YET STRIKING GOLD: AN INTERVIEW WITH MARIJO VOLAREVIC OF HRVATSKI TELEKOM

Trust is a key asset for telcos and one that they want to maintain. It has to be a top consideration in everything they do to build a prosperous data and analytics business. Consider the goal of building brand awareness. Telcos are relative newcomers to the field and not known as the go-to players. But actively marketing data carries the risk of damaging trust, as some of the big-name internet companies have discovered. Is a better strategy, perhaps, to partner with more established players in big data and analytics, instead of trying to compete with them? Either way, it is crucial to have a deep understanding of what usage of their data customers will accept. Telcos can more aggressively monetize data, but at the same time they need to know where the limits are: how much is too much (from both the customer and the legal perspective). Telcos should also be sure to provide customers with something in return for sharing data, whether it is added convenience or new—and even free—services. How well telcos do all of this will determine how much of big data’s potential they realize.

To that end, telcos must foster greater collaboration between business and IT in their data and analytics initiatives. Only the business side will have the customer understanding needed to pinpoint acceptable data uses. Right now, this close relationship is largely absent. Overall, participants rated the coordination between their business and analytics teams at just 2.9 on a scale from 1 (lowest) to 5 (highest). A joint market approach can help telcos jump-start their big data and analytics revenue streams—and move monetization efforts from opening act to headlining performer.

IT Investment: A Pie With Too Many Pieces?

At first glance, the picture of telco IT investments seems to be fairly straightforward. On average, participants increased their IT capex by 11.9% between 2014 and 2015 (after adjusting for exchange rate fluctuations). Combined with an overall drop in revenues, this would seem to show telcos re-embracing the “spend money to make money” strategy they pursued in earlier periods of revenue decline (last year, by contrast, participants invested less in the wake of weakening revenues). But a closer look at the TeBIT data reveals that things are more complicated.

For one thing, we saw markedly different patterns for telcos in mature and emerging markets. In emerging markets, where revenues, on average, actually rose slightly, IT capex declined by 4.5%. (See “The Business Environment.”) Mature-market participants, on the other hand, showed a significant 17.4% increase in IT capex, even as their combined revenues decreased. In mature markets, IT capex was equivalent to 3.6% of revenues—compared with 2.5% for operators in emerging markets. (See Exhibit 5.)

THE BUSINESS ENVIRONMENT

On the surface, it makes sense that the investment emphasis was greater in mature markets. After all, that is where the revenue decline is, and a time-tested way to boost the bottom line is to innovate with products and services that spur new revenue streams. Case in point: telcos’ digital initiatives. Innovation, of course, requires investment. But again, a closer look at the TeBIT data shows that things are more complicated. If telcos were stressing revenue-creating investments, we’d expect their IT capex to be relatively focused, centered largely on a few key areas, like digital and big data, that look particularly promising from an income-generating standpoint. That’s not what we saw.

Instead, the investment focus was broader than it has been in the past. On average, participants spent 17.7% of their IT capex on their top three initiatives. Last year, the top three projects accounted for some 25% of telco investment budgets (the year before that, the figure was approximately 29%). Instead of zeroing in on a few key and presumably revenue-creating investments, telcos’ spending was fragmented. What telcos were investing in was also quite revealing. The highest share of IT capex went not to digital or big data initiatives but to infrastructure projects. The second-largest share went to network-related IT projects.

What this suggests is that the telcos that are boosting their investment spending may be doing so, at least in part, because they can no longer delay projects that had been put off. That many of the top three initiatives participants listed are infrastructure or replacement projects reinforces this notion. Other investments appear to be targeted not so much at generating revenues as at controlling costs through projects such as data center consolidation. We’ve seen telcos mix the two kinds of investments before and have noted that in such cases, it’s crucial to get the balance right. And perhaps now more than ever, it is vital to place one’s bets—and finite capex—wisely. Today’s telcos continue to face market challenges, but at the same time, new opportunities beckon. They can’t turn their back on either.

Outsourcing: The Faster Route to Building a Data Business?

Telcos may be investing in an infrastructure for big data and analytics, but the TeBIT results suggest that, on the whole, the necessary skills have not yet been fully developed. This raises a crucial question: Should telcos build these capabilities internally or through outsourcing? Building skills in-house would give operators more control over them, but the process can be lengthy and even painful. Outsourcing could potentially deliver the same skills more quickly and efficiently.

Indeed, speed and efficiency have become important criteria when deciding whether or not to use external providers. As in previous years, cost reduction was participants’ number-one reason for outsourcing. But it is not their only rationale; acquiring new skills and improving time to market were also cited, as were strategic reasons. Notably, the TeBIT data shows that the weight given to different criteria varies from one process area to another. Telcos, it seems, are looking at outsourcing on a granular level, zeroing in on where it works best. (See “Simpler, Faster, Better: Rethinking—and Remaking—Telco IT.”)

SIMPLER, FASTER, BETTER: RETHINKING—AND REMAKING—TELCO IT: AN INTERVIEW WITH CHARLOTTE HERSDORF AND JAN ULLERUP OF TDC

This selective approach to outsourcing—steering some tasks to providers while performing others themselves—was a trend we saw last year. And it was one that telcos appeared to be leveraging to good effect, using outsourcing where it mattered most. This year found participants more selective than ever in their use of external providers. On average, 12.9% of participants’ total IT spending was earmarked for outsourcing in 2015, down from 15% in 2014 and 26% in 2013.

Once again, the focal points were well chosen. Application maintenance and application development, the process areas with the greatest degree of outsourcing, are areas where telcos often lack the required capabilities—or sufficient capacity—in-house. Similarly, IT infrastructure, which saw the least outsourcing, is an area that many telcos can easily handle themselves; indeed, they often provide the same services to their own customers.

Looking at commercial-off-the-shelf software (COTS), we saw that, like last year, telcos are generally happy with these packages. We asked participants to report their satisfaction with COTS for each main process area: fulfillment, billing and revenue management, enterprise resource management, and so on. Only 6.5% of responses indicated a need for improvement. That said, a disproportionate number of those responses related to fulfillment software—not really a surprise, as this is a particularly complex function. It’s also worth noting that at the moment, COTS for big data is still a market. Most of the available packages are more traditional business intelligence solutions. This could boost the case for utilizing outsourcing to help build a data and analytics business.

Another interesting, even ominous, finding was the increasing dominance of a few key COTS vendors. In almost every one of the process areas we looked at, the top three players enjoyed a combined penetration rate of 50% or more. (See Exhibit 6.) This coincides with the consolidation seen in the business support systems market, as marquee-name vendors continue to purchase niche players. While these acquisitions may result in richer and more robust products, they can also burnish the market position of some already strong players. That could mean higher prices and maintenance fees and make it even more important for telcos to run their IT departments as efficiently and cost effectively as possible.

Big Data Adds to IT Complexity, But Telcos Manage the Load

As telcos pursue new routes to revenue, their IT operating models are bound to become more complex, at least in the short term. To support new initiatives, additional technologies and processes will be required, joining those that already exist (yet aren’t quite ready for elimination or replacement). Initiatives in big data and digital—among the most promising areas for growth—call for particularly specialized tools and skills, and even all-new cooperation models.

So it makes sense that the average score of 42 that participants garnered on TeBIT’s complexity index marked an increase over last year’s average of 36. The bigger issue is how well telcos are managing the added complexity. This is a crucial question because inefficiency in running their operating models could decrease, perhaps significantly, any expected benefits.

Fortunately, it appears that telcos are on top of the situation. While overall IT spending increased by 5.4%, that rise was driven by IT investments, not operating expenses. On average, IT capex rose 11.9% while IT opex actually decreased 2%. Even in mature markets, where operators saw total IT spending up a sizeable 9.4%, IT opex remained essentially stable, rising just 0.1% (emerging-market operators saw an 8.2% drop). Overall, most operators managed their IT opex according to—or even better than—their change in revenue.

Like last year, we saw that the relationship between IT complexity and costs is nuanced. In general, complexity in the operating model did seem to drive IT costs, but different levers influenced spending in different ways. (See Exhibit 7.) External head count (a complexity lever, because the more freelancers a telco uses, the more complicated it is to manage them) did slightly drive IT spending, as did the degree of outsourcing. Telcos that adopted a decidedly mixed (and complex) approach—using outsourcing for roughly half their processes—tended to have the highest IT spending. But when it came to COTS, which has long been viewed as a way to lower complexity, no clear pattern emerged.

In the past, COTS usage was found to actually drive IT costs (probably because of customization costs and maintenance fees). This year, we saw no correlation between the degree of COTS usage and IT spending. While this is a welcome finding, it is too early to say if COTS is improving on cost effectiveness. Indeed, consolidation in the COTS marketplace suggests that, if anything, higher prices and maintenance fees are looming.

By contrast, a finding that is safe to call a trend is the variance in IT cost levels among participants. Like last year, the gap was significant. Total IT spending—the sum of IT opex and IT capex—ranged from 3.6% to 8.3% of revenues. Even after accounting for differences in size and IT complexity among the telcos, a wide gap remained. Why the variation? The broad palette of investments we saw, along with an overall increase in IT spending, suggests one explanation: some telcos are pursuing replacement and transformation projects they had previously put on hold, while others are not. Or at least, not yet.

Tapping a Reservoir of Revenue: Time to Start the Flow

Over the past several years, telco IT departments have become increasing efficient, and savvy, in running their shop. They are using outsourcing in a more selective way, employing it where it brings the biggest benefits. They are getting better at managing complexity in their operating models. This is all welcome in a business environment that remains challenging. But it’s not enough.

TeBIT 2016 makes clear that even with all their momentum in getting more bang out of their IT spending, many telcos, especially in mature markets, are seeing declining revenue and average revenue per user. And almost every TeBIT participant has lost market share. Competition is fierce, and agile challengers—often from outside the traditional telco industry—are putting more established players under pressure. Innovation and differentiation are critical. Telcos need to home in on new and unique offerings that can help them stand out from the crowd.

These new paths to revenue are not hidden. Last year, we saw that digital initiatives were starting to pay off. This year, our deep dive into big data and analytics found telcos with key advantages in the area—like location data that other players don’t have. It also found that they have already invested in significant infrastructure and analytics, and they are continuing to invest. Yet for all the preparation and all of big data’s potential, TeBIT participants are realizing little in the way of monetization. It’s an odd situation, akin to finding oil, building a rig, and then, instead of drilling, building a bigger rig.

It’s time to bring up the oil. Yes, there are obstacles. Privacy concerns need to be carefully assessed and addressed. Many of the most promising analytics must be self-developed, because so far at least, COTS packages focus more on traditional business intelligence. Telcos will have to bolster awareness about their data and analytics “brand”—what they bring to the table—or partner with key players in the field. They will need to foster more collaboration between the business side and IT, and take a joint approach to developing and executing monetization opportunities. And they must actively examine what additional data, such as social environment information, they could profit from. None of these are deal breakers. Telcos can and should start tackling them now.

But perhaps more than anything, telcos need to place their bets wisely. The relatively broad investment focus we saw suggests that telcos are in a tight spot. They need to invest in new revenue-generating initiatives, yet many telcos—and likely more to come—can no longer delay the upgrades, replacements, and transformation projects they previously put on hold. With only so large a pie, it is vital to zero in on the most promising routes to revenue and make sure that these get a sufficient piece. That means creating a clear vision of how to monetize data, preparing the rig for that specific target—and start drilling.

Acknowledgments

The authors wish to thank all participating telecom operators and individuals who contributed to TeBIT and to this publication, including Charlotte Hersdorf, Miguel Angel Diez Rincón, Jan Ullerup, and Marijo Volarevic. They also acknowledge Matthias Gauger and Stefan Melbinger for their assistance with data validation and analysis. Finally, they thank Astrid Blumstengel for her help in preparing the report, Alan Cohen for writing assistance, and Katherine Andrews, Gary Callahan, Kim Friedman, Abby Garland, Gina Goldstein, and Sara Strassenreiter for editing, design, and production.

TeBIT 2016 Executive Report: Drilling for Digital Gold

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