One example of an application of refined subscriber data use could be an automated version of the “call circle” discount option (this was pioneered by Alltel as My Circle, and became Verizon's Friends and Family plans after Verizon acquired Alltel). Instead of the customer managing the call circle, an intrepid CSP could automate the number selection, based on most frequently called numbers each month. In other words, the CSPs would automatically zero-charge the five most frequently called numbers each month.

Device data can also prove incredibly valuable, not just for advance troubleshooting and customer support, but also personalization and customer insight. Many customer bring devices that aren't in a CSP's official product catalog. For example, China Mobile reports 15 million iPhones users on its network, even though it doesn't officially support the iPhone.

The Big Data Challenges

The challenge inherent to big data solutions is the defining adjective: big. The larger the customer base and the more information gathered, the more data is created every second. With the rapid addition of new services, devices and new measurement strategies, CSPs are already pushing the boundaries of legacy data collection systems in some cases. Equally challenging, though, is how this data is correlated and contextualized; simply capturing exabytes of subscriber, device, and network data doesn't magically deliver insight.

“A large carrier will produce one billion metrics every 15 minutes that need to be analyzed to ensure quality service. But these metrics are often locked into silos and not accessible,” said Jeff Parker, president and co-founder, Monolith Software.

CSPs should actively investigate big data solutions that connect or integrate their multiple silos of information. While this is no easy task, the benefits can be huge. "You'll hear lots of lip service around personalization, but if you do it right, it's a major undertaking that transforms your business,” said Dave Miller of C Spire Wireless. Miller would know; C Spire has a robust, three-tier personalization platform that is resulting in bottom-line improvements and record low churn.