Increasingly, a brand’s ability to deliver a 1:1 total customer experience is recognised as a rare competitive advantage. The power to deliver against individual customer needs, across time and touchpoints, both digitally and offline, is now essential to meeting customer expectation and those who succeed are recognised and remembered for their abilities. This is particularly true for telecommunication companies – mobile operators, fixed line, broadband and subscription providers – whose access to rich customer data holds the promise of a step change in customer engagement and business value.