I have always felt that we always had the data. Now what has changed is that there are tools that can use this data to develop insights. In the early 2000’s Airtel decided to outsource non core activities, but retained control over their IT projects. For Airtel IT was not a cost but a strategic advantage. Today Airtel knows a lot about their subscribers, and is slicing and dicing that data to create scenarios. These are the scenarios that help Airtel in engaging customers.
Today Hospitals in India are doing something similar. Last month I had written a piece that appeared in The Quint, where I explored how hospitals were leveraging their patient data.