The ICTs allow greater customization of services. Recommendation systems and custom designed products are already commonly used. And customers are increasingly demanding a greater degree of customization. For example, 61% of consumers want their communications service provider to offer customized services and plans based on their own consumption habits of mobile broadband.

Telefónica is acquainted with this need and, therefore, is aware that it is increasingly important to know the customers in order to offer differentiated added value services to provide the users with the level of attention and customization that demand today.

The purpose of Telefónica R&D’s user modelling is to improve business intelligence and user experience through a better understanding of our customers. For this purpose this area is developing new algorithms that take advantage of the available user data to predict customer behaviour and user preferences in order to make their life easier. This requires managing a huge amount of information, requiring significant technological advances in the area of massive information processing.

We are also working on targeted advertising, in order to make the advertising more relevant to users, adapting it to their profile and preferences.