Telecom Customer 360: One View of Every Subscriber, Across Every Product

A leading telecommunications provider consolidates 90 million subscriber records into 58 million golden records, building a data foundation for multi-product growth.

For one of Asia’s largest telecommunications providers, a customer might have a postpaid mobile account, a home broadband subscription, and a digital wallet—each living in a separate system, with no common thread. A spouse might have their own accounts. A teenage son might share the family phone, swapping SIM cards with other family members on the same device. To the company’s systems, these were all strangers.

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Without a unified view of its subscriber base, the company could not identify which customers held multiple products, understand household relationships, or effectively target the right customers with the right offers. A cross-sell opportunity—such as a broadband customer who didn’t yet have a mobile plan, or a mobile subscriber ripe for a digital payments product—was likely to go unseen.

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A previous matching solution was two years into deployment when its limitations became clear: It could only produce a unified view for a fraction of the customer base. At that scale, a rules-based approach simply couldn’t keep up. The breadth of variation in how customer records were captured across three separate product systems made it impossible to write enough rules to close the gap. Infrastructure costs were high, processing times were slow, and internal security policies made scaling even harder.

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The company partnered with Tamr to unify its subscriber data across all three product lines into a single, authoritative customer view. With Tamr’s AI-native master data management (MDM), the results were immediate and measurable: 90 million records were consolidated into 58 million golden records, creating a trusted view of each customer. 

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For the first time, the business had access to master data through 360-degree customer views and insights pages, moving from a system that produced static outputs to one that makes trusted customer data visible and usable across the organization. 

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Tamr’s address enrichment capabilities added another dimension of value, standardizing customer location data to support capital-efficient network planning. By mapping customer density across regions, teams can make data-driven decisions about where to invest in new cell sites and infrastructure.

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With a unified customer view in place, the company is now focused on its next priority: multi-product ownership. The goal—championed by the president’s office and embraced across the organization—is to understand which subscribers hold products across multiple lines and use that insight to deepen relationships, reduce churn, and grow revenue per subscriber. Rather than building separate matching models for each new use case, the company relies on Tamr as the centralized system of trust that every initiative can draw from—whether that’s householding, B2B customer mastering, or real-time verification at the point of prepaid SIM registration for regulatory compliance and KYC due diligence. 

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And as the company begins its early exploration of agentic AI, its teams already understand that clean, mastered data is the prerequisite that makes it possible.