Telecom in the Cognitive Era

February, 2016

© 2016 IBM2

Five key disruptive forces are changing the landscape of Telecom

Evolving customer expectations

Accelerated pressure on cost reduction

Higher privacy & security breaches

Changing demographics

Increasing OTT threat

When digital intelligence meets digital business:

The Cognitive Era…A new era in technology, a new era in Telecom

© 2016 IBM3

© 2016 IBM4

Driven by the power of Watson

Understand the world through sensing and interaction

Reason using hypotheses and arguments

Learn from experts and through data

Cognitive systems can:

Helping CSPs become Cognitive Businesses through the power of

Cognitive Commerce.

© 2016 IBM

Advantages of Cognitive Telecom

5

Cognitive processesand operations

Deeper human engagement

Elevated expertise

Cognitive products and services

Intelligent explorationand discovery

Driven by the power of Watson

Cognitive computing will help CSPs improve their abilities to engage, discover, and decide

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85%of executives familiar with

cognitive computing believe it will play a disruptive role in the

communications industry1

Cognitive ComputingTelcom Industry

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Cognitive systems facilitate decision-making by offering evidence-based options

…of the executives familiar with cognitive computing believe it will play a critical role in their business1

89% 94%

executives familiar with cognitive computing

indicated that they are likely to invest in it in future2

1-2 yrs 3-4 yrs >=5 yrs

© 2016 IBM88 © 2016 IBM

Embracing the power of Cognitive Commerce in Telecom

For OperationsImproved Processes

For Customer Service

Customer Insights

For Marketers

Analyze TrendsReal-time

Personalization

© 2016 IBM9

For marketers Analyze trends To gain insights in real-time about what consumers are talking about, as well as what they are buying and why from a multitude of data sources

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To know what is trending and why Driven by the power of Watson

ibm.com/watsontrend

Analyze Visualize and discover insight in unstructured data through NLP

and text analytics, content analytics and cognitive insights

Explore Explore information

from internal and external content

including unstructured text, emails,call center

records…

InterpretApply cognitive capabilities to enhance, scale, and accelerate human expertise

For marketers

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Real-time personalization Through tools that continuously learn from individual interactions, marketers can optimize offers and content for each customer journey based on progressive discovery of intent

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To engage with personalized content Wherever customers and prospects are on their journey

Understands Natural Language Engages in interactive

conversations personalized to customers

Communicates insight-driven answers/recommendations with confidence

Provides multiple channels for self-service

Personalizes from Interactions Leverages personality insights Learns and adapts with

every interaction Continually builds a relationship

‘memory’ for each customer, creating a highly personalized relationship

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For SalesCommerce Insights to gain in context insight and obtain recommended actions based on real-time evidence

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how do the value of sales compare by device type

powered by Watson Analytics

To explore data and gain insights

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Extend expert personalized advice.

Strengthen relationships through better customer advice & information sharing

Increase revenue through better informed next-best-action, cross-sell / up-sell

Improve operational efficiency

Self Service Virtual CSR

© 2016 IBM16

IBM Watson IoT Platform

A platform extending the power of cognitive computing to the billions of connected devices, sensors, and systems that comprise the IoT.

© 2016 IBM17

Master the art of the possible… Deliver personalized messages and offers through intuitive always on engagementDeliver at the just right moment seamlessly across all channelsDriven by insights to pivot between aggregate trends and individual behaviors…Deeper human

engagement

© 2016 IBM18

Master the art of the possible…

© 2016 IBM19

Direct-to-consumer cognitive virtual agents that serve, guide, & advise on web or mobileAdvisor-facing applications that provide agents & advisors with guidance for customersEmployee-facing applications that aid knowledge workers in execution of business processes…Cognitive

processesand operations

20 © 2015 IBM20

A personal photo

The power of Cognitive Commerce

for Telecom

Join the conversationBlog, YouTube, Twitter, LinkedIn and Facebook

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Celcom takes action in real time to alert their customers when is a good time to download music based on their usage.