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Every interaction is a form of marketing

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Ken Marchant, GM, Communications & Media Solutions, ACI Domain, Hewlett Packard

Ken tells Martyn Warwick that telcos should focus on what their customers really want to do and use ‘real-time’ to customise services that enable them to make the right offer at the right time. Every interaction is a form of marketing, the trick is to make it positive. So HP has used its accumulated skills in analytics to create a ‘real-time context engine’. That is harnessed to a complex event processor that can flag up things like thresholds and geo-thresholds being crossed by the customer. That information is combined and used to trigger an offer in real time.

Filmed at:TM Forum Live! June 1-4, 2015, Nice, France

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