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Telcos are looking to how data can support their quest for a competitive edge in a rapidly changing market environment. Analytics tools play a critical role in this pursuit. However, the growing volumes and variety of data implies that proper planning and efficient tools will be required to generate the required insights.


  • Highlights the key capabilities that vendors bring to telcos in the area of customer analytics to support their customer experience strategies.

Features and Benefits

  • Provides guidance on what telcos must consider when investing in customer analytics tools
  • Compares the technical features, execution strategy, and market impact ratings for 11 customer analytics vendors selling to the telecoms industry.

Key questions answered

  • What are the key features that telcos must consider when selecting a customer analytics solution?
  • Which customer analytics solutions will best meet the requirements of telcos?

Table of contents


  • Catalyst
  • Ovum view
  • Key findings

Vendor solution selection

  • Inclusion criteria
  • Exclusion criteria
  • Methodology
  • Ovum ratings

Market and solution analysis

  • Ovum Decision Matrix: Customer analytics solutions for telcos, 2015–2016
  • Market leaders: IBM, NetCracker and SAS
  • Market challengers: Amdocs, Comviva, Ericsson, Flytxt, Guavus, HP
  • Market followers: AsiaInfo and Pontis

Market leaders

  • Market leaders: technology
  • Market leaders: execution
  • Market leaders: market impact

Vendor analysis

  • Amdocs (Ovum recommendation: Challenger)
  • AsiaInfo (Ovum recommendation: Follower)
  • Comviva (Ovum recommendation: Challenger)
  • Ericsson (Ovum recommendation: Challenger)
  • Flytxt (Ovum recommendation: Challenger)
  • Guavus (Ovum recommendation: Challenger)
  • HP (Ovum recommendation: Challenger)
  • IBM (Ovum recommendation: Leader)
  • NetCracker (Ovum recommendation: Leader)
  • Pontis (Ovum recommendation: Follower)
  • SAS (Ovum recommendation: Leader)


  • Methodology
  • Further reading
  • Author

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