Telcos are "struggling" to glean adequate business intelligence on their customers because their suppliers are failing to provide adequate systems, says analyst Ovum.
"A holistic view of the telco customer across siloed applications is essential for operators looking to reduce churn, but the majority of BI and analytics solutions on the market today are not up to scratch," says Ovum.
In its 'Ovum Decision Matrix: Business Intelligence and Analytics for Telcos' report, the analyst house says getting value from BI and analytics will "require considerable investment" by both vendors and telcos, particularly in interoperability and data integration.
However, despite their sophisticated databases, advanced analytics and visualisation tools, vendors "still struggle" to address the telco challenge of integrating IT and network data.
Shagun Bali, an analyst at Ovum, said: "Just a handful of vendors have created truly pre-built departmental models, others believe that each telco requires a certain level of customisation so they create a unique model each time."
Ovum says Oracle is the only vendor that has integrated all the required technology elements into a single solution for telcos. IBM is recognised for offering the "most sophisticated" BI and analytics portfolio, while SAS' differentiation continues to be its "lead in advanced analytics and information delivery".