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Perhaps the pinnacle for real customer intelligence, beyond service personalization, is enabling personalized marketing and advertising across all platforms. With extremely granular customer segmentation and the ability to measure campaign performance precisely, the value proposition the NGO can offer to advertisers and third-party content or hard-goods partners becomes unparalleled. The NGO could then run promotions to customers who aren’t eligible for them, or up-sell services they do not already have. Also, the ability to segment and target customers intelligently enables the NGO to give customers the power to shape their own experience and communications environment.

One of the biggest reasons phenomena like blogs, Twitter, and Facebook have been so successful is that they play into the customer’s need and desire to choose the apps and services they want and to shape their pieces of the world as they see fit. Bringing this sort of control and intense personalization not only on the TV screen but across all of the customer’s screens is where the NGO can achieve unforeseen loyalty and revenue growth, while leveraging long tail economics and the Internet’s successful psychology. Being this smart about customers, and being able to cater to their whims at this level, is ultimately what will define the difference between a massively successful, market-changing Next-generation Operator and a fading, plodding Communications Service Provider.