Tata Play Fiber is working with IBM to reorganise its digital infrastructure. The broadband provider will use the IBM watsonx platform to create a data lakehouse. This system pulls information from 25 separate sources into one central environment.
The company currently manages data across various departments, including marketing, finance, and customer service. These systems operated independently in the past, which led to inconsistent records and delayed reporting. The new setup aims to fix these discrepancies by hosting structured and semi-structured data on a single platform.
Improving customer insights
The broadband market in India remains highly competitive. By centralising its information, Tata Play Fiber intends to gain a clearer view of its subscribers. The company plans to use these analytics to identify when customers might leave and to find opportunities for selling additional services.
Previously, finding insights required manual effort across different databases. Now, staff ranging from call center agents to field engineers can access the same data. This shared access allows teams to respond faster to service issues and customer inquiries.
Scaling for the future
The project focuses on making data ready for AI workloads. By using a lakehouse architecture, the company can store large amounts of data without the high costs typically associated with traditional databases.
Anand Sahai, CEO of Tata Play Fiber, stated that the company needs faster insights into its operations as it expands its footprint. He noted that the IBM platform provides a secure environment to manage this growth.
IBM India’s Vice President of Technology, Gaurav Agarwal, mentioned that many providers face pressure to manage costs while meeting high customer expectations. He noted that this collaboration shows how a hybrid data architecture helps a company modernise its records.
Operational changes
The move marks a shift away from manual reporting. Beyond customer service, the company plans to use the system for regional demand forecasting. Future updates will include network data and operational sets to further refine how the company tracks its business performance across India.
Tata Play Fiber, a subsidiary of Tata Play Limited, began operations in 2015. It focuses on Fiber-to-the-Home (FTTH) infrastructure. IBM provides hybrid cloud and AI services to clients in 175 countries, supporting various industries including telecommunications and healthcare.