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New communication behaviours in a Web 2.0 world
contact with the product. This derives from the real-world concept that to make a shopping
decision customers need several experiences with a product.
To make such approaches effective the advertisers will need technological solutions (both
software and hardware) from the telecommunication industry that are capable of storing the
required data. They will also need help in understanding the customer better and new spaces in
which to place adverts (video messages and email editors, for example).
3.2 Data mining
Every user of the internet today leaves a footprint detailing his or her activities. Specialists
can now read and analyze that information and provide much more detailed data about user
behaviours in the online world than would have been possible a few years ago. This is in part
because of advances in technology but also because of the increased amount of information
available on the internet and other digital formats. The rise of open source software in particular
has made it is easier to pull together information from various incompatible
sources such as different databases and internet user information.
The result is that there is a huge amount of information available about
literally everyone – and a potential goldmine for those who have the tools
and are able to collect this data. Businesses, for example, can use the data
they have available about their customers to increase sales propositions,
create and test new products in the online environment, or try out and
improve their approaches to marketing communication.
Telecommunication service providers and vendors in particular are in a good
position. They have relevant data about the behaviours of their customers
and by correct mining they will be able to extract the knowledge needed.
This can then be used to meet the information requirements of advertisers
and content providers.
And data mining has another potential role: as a way of increasing internal
efficiency and testing the success of new processes inside an organization.
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In the next five years the importance of data mining will increase and will
lead the sales and marketing activities of many companies in the online
environment. Deeper knowledge about the end-customer will become a
major source of information and enabler for targeted advertising.
3.3 Network capacity building
Always-on connection and tremendously increased data flow
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are putting pressure on service
providers to offer faster connections and deploy new wireline and wireless networks capable of
meeting demand. In short, faster and bigger capacity connections are essential. Internet traffic
grew by 7.4 per cent a month in Europe during 2007, a growth rate that is slowing down but is
still putting tremendous pressure on transmission capacities. Overall traffic in 2007 accounted
for 281 exabytes (exa – 10^18) of data, 50 per cent more than the previous year. Video
transmission took the biggest share of traffic growth and is likely to grow further. By 2011 the
level will be close to two zettabytes (zetta – 10^21)
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. Meanwhile the unit price of transmission
In the next five years the
importance of data mining
will increase and will lead
the sales and marketing
activities of many companies
in the online environment
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