In the world of telecommunications, location based services (LBS) are going to be the next level of products/services that provide value to consumers and those interested in targeting those consumers. This trend is starting to take hold as LBS attributes / applications are starting to go “mainstream” via Twitter, Facebook and others.
However with the LBS applications, geocode data is attached to the event records associated with those services. If there is something that might be more difficult to “read” than trunk group information, it is probably geocode data. The following is an example:
For the initiated, it is probably clear that these events come from Columbia. However for most management teams or marketing decision makers, seeing the patterns associated with that data set is probably impossible. NOTE – I think I found errors in that dataset since I doubt any part of Columbia was located at 74 degrees “EAST” (-74.2343) rather than 74 degrees “WEST”….
“If you don't know where you are going, you might wind up someplace else.”
Ahhh the immortal words of Yogi Berra…. If you don’t know where you are and/or are going, you could end up somewhere else. For telecom geocoding information, you need to present the geospatial information in a format that the business stakeholders can understand and interpret.
At the recent TDWI conference in San Diego, I was impressed with the capabilities of the software as a service (SaaS) “location intelligence” provider SpatialKey.
Their presentation layer was clean and visually appealing. But the aspect that I enjoyed over most was the SaaS model that allowed for this relatively complex geocoding presentation layer to implemented without the need to deploy internal servers.
Clearly being able to either monitor the “status” of LBS services or the location of customers using the LBS services is an application that telecom business intelligence organizations would find with SaaS geo data visualization. The next level of analysis/information value is communicating to external stakeholders who may be:
- Purchasing targeted adverts
- Monitoring effectiveness of their campaigns
With the issues associated with IT Departments in telecoms, I see a growing need to move toward a ‘value based’ approach rather than an infrastructure approach for systems delivery. And with LBS being the next step in applications, telecoms BI teams would be well served to look at SaaS implementations like SpatialKey for their initial projects and possibly long-term internal or SaaS systems.
Posted August 20, 2010 1:26 PM
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