Let’s build a smarter planet Communications T elefonica | Vivo is the largest mobile telecommunications provider in Brazil. It is a subsidiary brand of T elefonica, which has more than 280 million customers in approximately 25 countries, with more than two-thirds of those customers are in Latin America. As demand for mobile services has surged worldwide, T elefonica | Vivo has tripled its customer base to roughly 60 million in just seven years, growing its annual revenue to more than USD15 billion in 2010. The Opportunity This leading Brazilian communications company offers voice, text and web to nearly 60 million customers and in the process generates about 2 billion call records per day. Manual list-generating processes performed by 30-plus marketing vendors created a nightmar

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