In order to offer a seamless, connected, personalized experience across multiple devices and platforms, CSPs must correlate and contextualize data from the myriad of sources available, including device, subscriber and social networking data. No one source is superior, but no customer picture is complete without taking everything into account. Integrating social networking data, like Facebook profile information, can immediately make a service more personalized. Likewise, refining the way subscriber and device data is leveraged can provide greater insight into the end-to-end customer experience.
As a CSP, I should be aware of not just my customers' data use, but what they are watching, and if they are viewing it through one of my portals. For instance, if Mike is an AT&T U-Verse customer who watches several Chicago Cubs baseball games per month, I should prioritize Cubs content and marketing to Mike's mobile device. While it's important to understand that data is be consumed from a network perspective, it may be far more valuable to understand how that data is being consumed from a CEM perspective. While much of this information may be unique and sensitive to Mike, communications IT solutions (ComIT) have come a long way in anonymizing this information to protect the identity of the customer, while serving up relevant information to them to enhance their experience.
CSPs who develop app and content aggregation portals can kill two birds with one stone by presenting apps from a variety of sources in a personalized manner (much like Netflix displays movie suggestions based on previous views and user ratings); while gathering profile data that can be monetized in a variety of methods at the same time.
Coarse (triangulated) and fine (GPS) location data is readily available to CSPs, and although there have been numerous attempts to monetize this data, web offerings are currently much more evolved than most CSP offerings. Further, as CSPs gain a foothold in mobile payment, purchase data can be leveraged. Partnering with services like Groupon, which offers location-based shopping discounts by the hour, could be a first step.