Abstract:

Business Intelligence (BI) has been widely emphasized as a managerial concept as well as strategic tool that can help organizations in managing their information to make better business decisions. Applications of BI tools in organizations, which involve various business functions across departments is generally considered an important issue. These tasks are considered difficult to carry out in practice. This paper attempts to identify the various applications of BI tools in telecommunication companies. A qualitative field study is undertaken in this research, where all of four telecommunication (Telco) companies, in various levels of BI applications deployments, are studied. The study is conducted via interviews with telecommunication executives, whom are direct or indirectly utilizing BI in their decision-making tasks. Contents analysis is then performed to extract the type of BI applications used and area of business functions that utilize them. The results of the interviews identify major element of BI applications currently used in telecommunication industry as; Staff Performance Monitoring, Operational Performance Indicator, Sales Performance Indicator, Fault Detection, Fraud Detection, Demand Forecast, Market Segmentation, Revenue Forecast, Dashboard, Customer Profiling, and Strategic Planning Tool.