AT& T is a telecoms multinational conglomerate with its headquarters in the United States. It provides various products and services, including a platform to shop for phones and devices, internet service, television entertainment plans, and wireless services. The main business segments include communications, Warner Media, and Latin America, which provides subscription services in Latin America and Mexico. AT&T Internet of Things provides smart analytics services to help businesses streamline processes and solve business challenges. It accomplishes this by combining data from the IoT with a business's supply chain, logistics, and other data sources to give predictive patterns the business can leverage. The following paper presents ways that AT&T Incorporated can benefit from data analytics in its operations through cost reductions and improving efficiency.
AT& T Current Use of Data Analytics
The organization already makes use of big data analytics to improve its responsiveness to customer preferences and provide a seamless service. AT& T utilizes advanced recommender algorithms to provide TV content that is personalized for the customer. This includes the creation of relevant advertisements for consumers based on collected metadata of their video entertainment content. They have also developed machine learning algorithms that enable them to predict when consumers may be experiencing service downtime. Through this capability, they are proactive in investigating and rectifying the issues before they reach out with a complaint. By consolidating its data analytics capabilities, AT&T can benefit through the following ways:
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Energy Use
There is much emphasis on organizations making concerted efforts to minimize the negative effects of climate change. The organization has a geospatial modeling tool that can collect information about projected weather events within a 200-mile radius. The data has enabled them to serve customer needs better and respond proactively to challenges to the business brought on by adverse weather events. The organization can use the tools to determine a location that would be suitable to set up a factory for renewable energy, for instance, by investigating the patterns of wind flow. They would then have the capability to develop their own energy to power the antennas, minimizing profit losses when there are power blackouts. Secondly, they can use the collected data to determine how much energy is required for functionality in a particular area, then sell and distribute it through the grids. The organization would benefit from the low cost of producing renewable energy and an added capability to store energy for use at a later time. Most organizations report that renewable energy also has significantly lower maintenance costs.
Enhanced Customer Retention
AT&T can utilize customer content data to increase their target market by giving people what they want. The video entertainment subscription service should collect data about the dates that a customer views a specific show, whether it was posed or was watched to the end, and how long it takes the subscriber to watch the show. Other beneficial information includes the shows that subscribers search and how often. The collected data reveals the customer’s response to the content, and they will be able to leverage this. One way they can use this kind of data is through developing marketing content for shows by creating trailers with different scenes that other viewers have re-watched a couple of times. They can also utilize this information in obtaining media content, which will be successful based on predictive analytics of the preferences of the consumer and the composition of the film.
Conclusion
AT&T can leverage utilizing the big data as described to guide better decision making and manage risk in acquiring content for its entertainment platforms. They can also achieve cheaper costs by using renewable energy, a sustainability measure of the company.
