Telcos’ quest for customer-centricity: Fixing data gaps to deliver what users truly need | Read the report
Telcos are evolving from connectivity providers to digital service leaders, where data is no longer a byproduct; it’s a competitive weapon. Yet fragmented data estates, delayed insights, and siloed analytics continue to limit decision velocity and stifle innovation. In a market where hyperscalers and digital-native disruptors like OTT services are redefining speed and intelligence, traditional data strategies fall short.
Today’s CSPs are flooded with data, but without intelligent systems to harness it, this data remains a cost center rather than a growth engine. Unlocking its true potential demands more than just storage and processing power — it calls for a decisive shift towards becoming AI-first and insight-driven. However, this journey is often blocked by fragmented data ecosystems, outdated analytics, a lack of data trust, limited AI adoption, and gaps in talent and tools. These barriers constrain visibility, reduce scalability, and stall meaningful transformation.
To break through these barriers, telcos are moving beyond cloud-native foundations towards fully AI-native operating models, embedding AI, automation, and advanced analytics at the core of their business. But while the promise is clear, the industry still struggles with ‘AI-washing’—more talk than tangible impact. Real transformation demands focus on three breakthrough AI paradigms: Sovereign AI, which enables enterprises to build and govern AI on their own infrastructure while complying with national regulations; agentic AI, which connects front- and back-office operations to enhance customer service and SLA performance; and edge AI, which delivers low-latency intelligence at the network edge, powering next-gen use cases across Internet of Things (IoT), autonomous systems, and OTT experiences.
To turn these paradigms into real, scalable value, CSPs need an experienced partner. With Virtusa, telcos can stop managing data and start monetizing it.
Virtusa brings deep telecom DNA fused with full-stack engineering and data science expertise.
Virtusa aims to unify AI-native and cloud-native portfolios through telco data, analytics, and AI offerings designed to accelerate the transformational journey. We integrate network, operations, and customer data into a real-time, scalable fabric, enabling intelligent automation, proactive, predictive, prescriptive decision-making, and dynamic monetization. With domain-led engineering and a telco-grade architecture, we transform digital service providers (DSPs) data into a high-impact growth engine—fueling AI-powered operations, hyper-personalized CX, and 5G/Edge monetization.
We don’t just modernize data systems; we industrialize insight delivery with precision, agility, and domain relevance. Here’s what sets Virtusa apart:
- Telco-specific data blueprints: Pre-built data models, pipelines, and accelerators tailored for operations support system (OSS), business support system (BSS), CX, and network analytics ensure faster deployment and value realization.
- AI-first + cloud-native by design: We engineer AI-native, composable architectures from the ground up—ready for real-time processing, predictive analytics, and scalable AI.
- Integrated AI/ML ops and decision intelligence: We go beyond proofs-of-concept—deploying enterprise-grade AI/ML pipelines with continuous learning, governed data flows, and explainable models across use cases like churn prediction, revenue assurance, and zero-touch operations.
- Outcome-obsessed approach: Our transformation playbooks focus on KPIs that matter: Reduced mean time to repair (MTTR), increased average revenue per user (ARPU), improved net promoter score (NPS), and lower OPEX, powered by intelligent, data-led decision-making across the value chain.
Our solutions
Our telco data, analytics, and AI portfolio of offerings unlock value by unifying network, customer, and operations data into an actionable, real-time intelligence fabric—enabling predictive operations, hyper-personalized CX, and dynamic monetization.
CSPs often pursue cloud and AI independently, resulting in bloated investments with limited ROI. Virtusa delivers data, analytics, and AI-native advisory with a platform-centric blueprint tailored to CSP realities. We bring telco-specific data strategy and governance frameworks, multi-cloud and data fabric architectures aligned with TMF ODA, an AI/ML use case roadmap tied to business KPIs, a genAI operating model, and organizational readiness. We co-create execution-ready, value-focused strategies with industry-aligned blueprints and hyperscaler-integrated playbooks.
Legacy OSS/BSS systems are monolithic, analytics-poor, and expensive to scale. CSPs need cloud-native agility and embedded intelligence across the stack. Our solution brings composable microservices for analytics-infused order management, billing, and assurance. Embedded AI/ML for fault prediction, churn prevention, revenue assurance, real-time data pipelines for closed-loop automation and policy enforcement, integration with catalogs, orchestration engines, and external APIs (e.g., TMF Open APIs). We build intelligence into the process layer, not just dashboards. Virtusa engineers smart OSS/BSS where decisions happen in-flight, not post-mortem.
Telcos must monetize low-latency services (private 5G, IoT, MEC) but struggle with centralized data bottlenecks and inconsistent intelligence at the edge. Our USP lies in edge-native platforms for AI-driven, localized decision-making, streaming analytics for predictive maintenance, anomaly detection, augmented reality (AR)/virtual reality (VR) insights insights, real-time inference on MEC for connected factory, retail, and fleet management, and integration with hyperscaler edge frameworks (Azure Private MEC, AWS Wavelength, etc.). While others port analytics to the cloud, we deploy decision engines at the edge, enabling monetization of latency-sensitive use cases in real time.
CSPs sit on petabytes of under-leveraged data. Batch processes, manual analytics, and low trust in data block true intelligence. Virtusa’s solution highlights - unified cloud-native data lakehouse for OSS, BSS, and network data, pre-built models for customer intent detection, quality of service (QoS) prediction, fraud analytics, AI/ML Ops pipelines with model observability, drift detection, and explainability, genAI copilots for network diagnostics, field ops, and customer care. Unlike generic AI platforms, Virtusa offers a telco-grade intelligence fabric—industrializing analytics across domains with built-in trust and scale.
Many CSPs are trapped in legacy data warehouses, ETL-heavy architectures, and reactive BI models. This limits agility, slows insight delivery, and blocks AI scalability. Without data modernization, AI efforts stall, and monetization remains a dream. Virtusa solution is uniquely poised to bring seamless migration to cloud-native lakehouse architectures (e.g., Databricks, Snowflake, BigQuery), modern ELT pipelines with DataOps, real-time ingestion and low-latency analytics, data mesh and domain-oriented ownership for federated agility, built-in AI accelerators for cross-sell/upsell, partner monetization, intent-based offers, and data products and APIs to expose insights as services for partners, B2B2X, and ecosystem play. While others modernize infrastructure, we modernize for value creation—building AI-native data ecosystems designed to generate revenue, not just insights.
Where global leaders turn for telecom business transformation
Working with telcos to help them modernize core systems, transform business, and disrupt their markets with game-changing technologies.