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Teradata Releases New Blueprint for Communications Convergence


Communications Logical Data Model 10.0 with Enterprise Data Warehouse Roadmap is designed to capture triple-play customers.

MIAMISBURG, Ohio — As communications service providers expand their range of services to encompass Internet, cable and satellite, their need becomes more critical for a single, comprehensive view of their customers. Teradata Corporation (NYSE: TDC), the global leader in enterprise data warehousing, today announces general availability of two new products specifically designed to help communications service providers capture and centralize customer-specific information from call centers, retail store operations and network activity.

“Telecom service providers recognize that there is a wealth of information about their customers available in their data and are looking for solutions that allow them to efficiently capture, store and analyze that data to support a number of initiatives,” said Elisabeth Rainge, director, Network Software Research at IDC. “A common logical data model, optimized for the telecom industry, can help service providers overcome the all-too-common challenge of multiple silos of data.”

Two areas traditionally thought of as cost centers are call centers and retail stores. These are gaining recognition as business assets as providers realize that better knowledge of these areas of operation can improve customer understanding and customer relationships. A third area, network data knowledge, traditionally has been restricted to a select few. However, it is network performance that has the greatest day-to-day impact on the customer experience. The latest release of the joint Communications Logical Data Model and Enterprise Data Warehouse Roadmap (CLDM/EDWr) addresses business concerns within these three areas.

“Developing efficient, accurate processes that govern how data flow through service providers’ systems has become a high priority in the face of robust competition. With proper data governance, carriers can use detailed knowledge about each customer’s profitability and develop extensive customer relationship management that includes personalized service, offers and messages based on customer value,” said David Grant, vice president of global industry solutions, Teradata Corporation.

The CLDM 10.0 represents enterprise data, data relationships, topic areas and business rules and is used to define how different types of data relate to each other. As the data warehouse evolves, the EDWr assists in planning and identifying the next most valuable data to source in perspective with the corporate goals and strategies. The EDWr helps increase the return on a data warehouse investment by graphically depicting corporate strategies, applications, business questions and key performance indicators that can be gained through additional uses of a company’s data.

New features in the Communications Logical Data Model 10.0 include support for:

* Detailed analysis of network activity, including incomplete calls by route; quality of service indicators by destination and route; profitability by route, destination and carrier; customer service level agreement compliance; switch capacity levels; and near-real time customer-level network performance.
* Call centers, the most frequent point of personal contact. This includes a full view of the customer and an ability to determine effectiveness of inbound and outbound call centers based on revenue and customer satisfaction by product, campaign, agent and customer segment.
* Retail store operations, increasingly a contributor to corporate profitability. This includes a full view of customer activity by multiple dimensions.
* Product inventory for more effective supply chain management of both retail and provisioning inventories.
* Order management from order intake to provisioning to delivery.

Current CLDM customers globally include, but are not limited to: AT&T Inc., Polkomtel S.A. (Poland), SingTel Optus (Australia), Telefonica de Argentina, S.A., Vodafone Essar (India), Vodafone Ltd. (UK), and Vodafone New Zealand Ltd.


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