AT&T is the largest telco. AT&T is a service-based company that is focused more on providing internet and mobile services to its consumers. The company’s mission statement is “ to exploit technical innovations for the benefit of AT&T and its customers by implementing next-generation technologies and network advancements in AT&T’s services and operations ” (Mission Statement Academy, n.d. p.1). This mission statement makes it clear that the company is committed to enhancing maximum benefits to its customers. To do so, AT&T invests greatly in technological advancements. The company's business model is based on technological innovations; thus, it must keep at par with evolving technologies. Likewise, the company is also committed to improving the consumers’ experiences by making communication easier and reliable. This has enabled AT&T to remain globally competitive.
AT&T is a leading user of big data analytics for various reasons. Firstly, the company uses big data to improve its operations, both internally and externally. As discussed by Abril (2021), the company founded the Big Data Center of Excellence, which comprises professionals who help the company interpret the data collected for meaningful use. The development of this data division has enabled the company to have a vast data supply that can be used to make predictive analytics and developments (Abril, 2021). For instance, the company uses big data analytics to monitor its equipment in real-time. This has enabled AT&T to improve their consumers’ experiences since the company can detect problems with their infrastructures before they arise. This has enabled the company to identify failing equipment in advance, which helps save on maintenance costs.
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In recent years, the volume of data handled by the AT&T network has significantly increased. For instance, as of 2014, the company’s data had skyrocketed by over 50,000% (McNulty, 2014). Consequently, to handle this massive volume, the company has developed sophisticated technologies for analytics to improve their consumers’ experiences. For example, the company developed the Tower Outage and Network Analyzer (TONA), which collects data in real-time to identify possible network disruptions (Alleven, 2014). With this technology, the company can identify which technical issues with their network to solve first. This has led to improved consumer service delivery by 59% (Alleven, 2014). Therefore, big data analytics's positive impacts have been significant in aligning with the company’s mission statement.
The use of big data analytics is likely to impact the internal processes of AT&T, especially the human resource department, the operational departments, and the strategic planning department. The human resource department is likely to benefit from reduced use of human capital. Without these technologies, humans would be required to handle the massive data gathered through the company's network. Therefore, big data analytics will enable the company to cut on human capital. Likewise, the HR department will benefit from reduced consumer complaints as the company will improve its infrastructure efficiency. On the other hand, the operational departments will also benefit from reduced operations costs. Given that big data enables the organization to monitor its networks in real-time, the company is in a position to identify which equipment is likely to fail and respond promptly. This will also improve the quality of services delivered to clients.
Further, the strategic planning department will also benefit from using big data analytics by the company. This department will be effective in a position to set organizational priorities and strengthen operations.
References
Abril, D. (2021). AT&T: How we leverage big data to improve internal, external operations . Bizjournals.com. https://www.bizjournals.com/dallas/blog/techflash/2015/10/at-t-how-we-leverage-big-data-to-improve-internal.html
Alleven, M. (2014). AT&T taps big data for network management . FierceWireless. https://www.fiercewireless.com/tech/at-t-taps-big-data-for-network-management
McNulty, E. (2014). AT&T Use Big Data to Improve Efficiency & Customer Experience - Dataconomy . Dataconomy. https://dataconomy.com/2014/06/att-use-big-data-improve-efficiency-customer-experience/#:~:text=The%20volume%20of%20data%20in
Mission Statement Academy. (n.d.). AT&T Mission Statement 2021 . Mission-Statement.com. Retrieved February 18, 2021, from https://mission-statement.com/att/#:~:text=AT%26T
