Telefónica UK Leverages MicroStrategy for Enhanced Data Insights and Decision-Making
Customer Company Size
Large Corporate
Region
- Europe
Country
- United Kingdom
Product
- MicroStrategy
- Teradata
- O2 Priority
Tech Stack
- MicroStrategy
- Teradata
- Microsoft Access
- Microsoft Excel
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Productivity Improvements
- Digital Expertise
Technology Category
- Analytics & Modeling - Predictive Analytics
- Application Infrastructure & Middleware - Data Visualization
- Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Industries
- Telecommunications
Applicable Functions
- Business Operation
- Sales & Marketing
Services
- System Integration
- Training
About The Customer
Telefónica UK Limited is part of Telefónica Europe plc and uses O2 as its commercial brand in the UK, Ireland, Slovakia, Germany and the Czech Republic. O2 is a leading communications company with over 23 million customers, as well as owning half of Tesco Mobile. It operates 2G and 3G networks and was the first to trial 4G/LTE. O2 employs over 11,000 people in the UK and has around 450 retail stores.
The Challenge
Like all communications companies, maximising profitability and efficiency is vital to Telefónica UK as it faces greater competition in the market, customers’ growing use of data and the move to 4G. The company’s vital marketing, sales and service and finance reports were created through a combination of Microsoft Access and Microsoft Excel. This method was limited in terms of speed and the amount of data being processed, since the files became large and slow relatively quickly. Company data was also disparate, with individual reports independently created by various ‘cottage industries’ all around the organisation. To give the business a single source for fast, accurate and detailed insight to help inform decision-making, Telefónica UK decided to implement a new system based on a single Teradata warehouse.
The Solution
Telefónica UK’s RFP process included MicroStrategy, SAP BusinessObjects and Cognos. The company chose MicroStrategy based on a number of factors. Firstly, the ability to allow users to drill down from top-level data into greater detail appealed to Telefónica UK, which needed to see what trends were happening and why to react accordingly. Being able to transform data into a simple, easy-to-grasp visualisation was also important, as well as high levels of performance even with large quantities of data. Finally, MicroStrategy’s partnership with Teradata was vital since Telefónica UK was intending to use that company’s data warehouse technology. The solution went live in early 2010 and there are currently 300-350 users. The company has created a pyramid of scorecards reporting on Key Performance Indicators (KPIs) and major product performance. These include customer numbers, revenue, internal and customer satisfaction scores, product holding and corporate responsibility performance. The top-level scorecards provide fundamental statistics on how the business is performing, which the board can access on their iPads. Users can then drill down into further levels of detail depending on the information their area of the business needs.
Operational Impact
Quantitative Benefit
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
Related Case Studies.
Case Study
Vodafone Hosted On AWS
Vodafone found that traffic for the applications peak during the four-month period when the international cricket season is at its height in Australia. During the 2011/2012 cricket season, 700,000 consumers downloaded the Cricket Live Australia application. Vodafone needed to be able to meet customer demand, but didn’t want to invest in additional resources that would be underutilized during cricket’s off-season.
Case Study
SKT, Construction of Smart Office Environment
SK T-Tower is the headquarters of SK Telecom. Inside the building, different types of mobile devices, such as laptops, smartphones and tablets, are in use, and with the increase in WLAN traffic and the use of quality multimedia data, the volume of wireless data sees an explosive growth. Users want limitless Internet access in various places in addition to designated areas.