Like all communications companies, maximising profitability and efficiency is vital to Telefónica UK as it faces greater competition in the market, customers’ growing use of data and the move to 4G. The company’s vital marketing, sales and service and finance reports were created through a combination of Microsoft Access and Microsoft Excel. This method was limited in terms of speed and the amount of data being processed, since the files became large and slow relatively quickly. Company data was also disparate, with individual reports independently created by various ‘cottage industries’ all around the organisation. To give the business a single source for fast, accurate and detailed insight to help inform decision-making, Telefónica UK decided to implement a new system based on a single Teradata warehouse.