By 2004, Vodafone New Zealand Ltd. had gained a 50% market share and uncontested leadership in New Zealand by simply offering better customer service. But as the mobile telco industry matured, the competition rallied, and increasing government regulation began to reduce revenue, Vodafone's customer base plateaued at 54% of the national market.
That year Vodafone recognized that its legacy Red Brick data warehouse was unable to support the transactional analysis, research or modeling processes the company now needed, and it included numerous data marts and piecemeal solutions that had been developed as short-term fixes.
Vodafone recognized that tougher market conditions warranted faster decision making based on real-time knowledge of current conditions and replaced the legacy system with an enterprise data warehouse from Teradata, which today is used by hundreds of employees in:
- Market Research
- Competitive Intelligence
- Campaign Optimization
- Channel Optimization
- Customer Service