Tata Play Fiber consolidates 25 data sources with IBM to build AI-ready data platform
Targets real-time analytics, customer retention and revenue expansion through unified data architecture.
The new platform, built on IBM’s watsonx, consolidates 25 disparate data sources into a single, scalable environment to support enterprise-wide analytics, improve operational visibility, and enable faster decision-making.
Tata Play Fiber operates in a competitive broadband market where customer experience, retention, and service responsiveness directly impact growth.
However, data across customer records, marketing, finance, call centre interactions, and service operations remains distributed across systems, creating inconsistencies and limiting real-time reporting.
By bringing these datasets together, the company is building a centralised data foundation designed to support operational and business use cases.
Tata Play Fiber’s CEO, Anand Sahai, said, “Building a robust information system is central to Tata Play Fiber’s digital transformation journey. As we scale our footprint in a dynamic broadband market, we need deeper, faster insights into our customers and operations. IBM’s watsonx platform provides us with a secure, scalable environment that will enable us to strengthen retention, unlock new revenue opportunities, and deliver differentiated experiences.”
The lakehouse architecture integrates structured and semi-structured data, allowing teams to access consistent, near real-time insights across functions.
Shift from fragmented data to AI-driven operations
The platform is designed to support the optimisation and scaling of AI workloads, positioning data as a core layer for decision-making rather than just a reporting tool.
With unified access to customer and operational data, Tata Play Fiber aims to strengthen customer retention while identifying new cross-sell and upsell opportunities.
The company is extending data access beyond central teams to operational roles, including call centre agents and field service engineers.
This is expected to enable frontline teams to act on contextual insights in near real time, improving service responsiveness and overall customer experience.
The move aligns with a shift in telecom and broadband providers, where data infrastructure is evolving to support AI-led operations.
As networks scale and customer expectations rise, enterprises are prioritising real-time visibility and automation to manage complexity and improve efficiency.
For Tata Play Fiber, the transition marks a move away from manual processes and siloed reporting towards an integrated, data-driven model.
The platform is expected to improve regional demand forecasting and enable deeper analytics across both business and operational functions.
IBM says the deployment reflects a wider push towards hybrid, AI-enabled data architectures that help enterprises modernise legacy systems while building a scalable foundation for AI adoption.
By combining data consolidation with AI capabilities, the approach aims to reduce complexity while enabling faster execution across use cases.
The collaboration sets the stage for expansion of the data platform.
Tata Play Fiber plans to integrate additional datasets, including network and operational data, to extend analytics capabilities across its infrastructure and service delivery layers.
As broadband providers look to differentiate beyond pricing and connectivity, the ability to operationalise data and deliver personalised, responsive services is becoming a key competitive lever.
By consolidating its data estate and embedding AI into its core systems, Tata Play Fiber is aligning its infrastructure with this shift towards data-led growth and customer-centric operations.