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Tailored solutions used to be only for enterprise services, but increased automation and the use of big data analytics tools will make such tailoring increasingly common for residential services.
Big data analytics tools have long allowed communications service providers to address smaller and smaller segments, but the ability to create customized offers that are based on each individual user's needs has only just become possible and viable. The age of mass customization has arrived, built around big data analytics and automation tools.
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This comment discusses the application of big data analytics with regards to mass customization, and examines:
• The difference in approach between a demand-driven market and a customer-driven one.
• The use of mass customization and some examples of services.
