Online sales in the telecommunications industry are more dynamic than in almost any other industry. On the one hand, the offering is constantly changing, e.g., with new smartphones or new rates. On the other hand, customers can quickly switch from one provider to another due to the wide range of offers and low switching costs.
To prevail in such an environment, telecommunications providers must be able to respond dynamically to the changes and make each customer an individually optimized offer.
For one thing, not all customers are the same. While one is looking for a straightforward solution for all requirements, another may be looking for a super-cheap offer. Therefore, it is absolutely necessary to understand the website visitors in detail.
On the other hand, the online store must also be able to respond dynamically to each customer. However, due to the inflexibility of today’s store systems, an extremely large amount of time and money is already invested even for small changes and renewals. This is neither fast nor efficient.
