The Customer Experience Management (CEM) market opportunity for the telco industry is worth US$1.3 billion, according to ABI Research.
"The Mobile CEM landscape today is dominated by IT vendors such as HP, Amdocs, and IBM which are leveraging strengths in IT combined with a heavy focus on customer analytics and data mining. However, for CEM to succeed, the network piece including network monitoring, optimisation and policy, has to go hand-in-hand with the IT piece, which is where traditional network vendors come in," said Aditya Kaul, practice director, ABI Research.
"Ultimately, CEM only becomes relevant if done end-to-end, with a single point of ownership within the carrier; something like a NASA mission control with a CEM commander at its helm, having multiple views across network and IT domains," said Kaul.
While CEM has been applied across verticals such as financial services, transportation, food and beverage, ABI Research analysts said that CEM has been applied in mobile only recently.
ABI Research categorises CEM as an umbrella term that spans multiple domains across network and IT. CEM touches on diverse areas including as customer care, subscriber data management, billing and charging, policy, device management, service assurance, network analytics, and network operations.
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