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<h4 style="text-align: justify;">The potential for mobile operators to generate huge amounts of revenue from Big Data is undeniable, solely based on the volume, richness and breadth of customer data that flows across a mobile network. So clearly the key question is <strong><em>how</em></strong> can that raw data be turned into products and services which corporate customers and individuals will want to buy?</h4>
<h5>Always, always, start from the customer</h5>
<p style="text-align: justify;">For over two decades, Redwing has been working with mobile operators to help them get from business concepts to revenue-generating service launches. In that time, we've developed a number of fundamental principles that help guide the business launch process:</p>
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<p style="text-align: justify;">On the surface these look like simple questions to answer. But in reality, these are <strong>extremely non-trivial</strong> questions, and require significant amounts of new thinking on the part of the Big Data team.</p>

<h5>Who are your customers?</h5>
<p style="text-align: justify;">Are the customers for Big Data your existing corporate accounts? Or is there huge potential within the small and medium business sectors? Or is this something to sell to individuals?</p>
<p style="text-align: justify;">Should you sell Big Data to the customers' marketing departments? Or through their existing ad agencies? Or to their IT groups?</p>
<p style="text-align: justify;">Or is the market defined by product and application: are we selling to buyers of customer profile data? Or buyers of identity services?</p>
<p style="text-align: justify;">The potential answer to all these questions is: 'yes'. Because the buyers of Big Data services form a complex multi-dimensional market which is defined by:</p>

<ul style="text-align: justify;">
	<li>The industry vertical you are selling to (fmcg, utilities, retail, etc)</li>
	<li>The role of the person you are selling to (media planner, digital media executive, strategic planner, etc)</li>
	<li>The type of Big Data product you are selling (customer profile data, location data, real-time data, etc)</li>
</ul>
<p style="text-align: justify;">And understanding the interaction between these customer types is key to identifying real, growable markets for your Big Data products.</p>

<h5 style="text-align: justify;">What do your customers want?</h5>
The good news: there are many Big Data applications that customers are clamoring for that are well-defined and can be readily identified.
<p style="text-align: justify;"><a href="http://redwingconsulting.com/wp-content/uploads/Monetizing-Big-Data-chart-2.png"><img class="alignright" alt="Monetizing Big Data chart 1 (small)" src="http://redwingconsulting.com/wp-content/uploads/Monetizing-Big-Data-chart-1-small.png" width="450" height="286" /></a></p>
<p style="text-align: justify;">Redwing conducts regular in-depth research efforts to collate these, and a subset of our database is shown in the graphic to the right (click on the graphic for a larger version).</p>
<p style="text-align: justify;">The bad news: customers themselves often don't know what they want from Big Data services. Obtaining data sets from mobile operators is new to them too, and they often don't know what is available or what could be available.</p>
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The quick solution:
<ol>
	<li>Set up mechanisms to poll your potential customers, such as market research programs or customer feedback panels.</li>
	<li>Build relationships with exemplar customers in the key verticals you wish to target, and learn from them.</li>
	<li>Look for opportunities to integrate your high-value data into their existing systems and programs - evolution is always easier than revolution for customers.</li>
</ol>
<h5>How do customers want your Big Data products to be packaged?</h5>
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<h5>What is required to deliver a great customer experience?</h5>
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