Tata Play Fiber has announced a strategic collaboration with IBM to build a next‑generation, AI‑ready enterprise data lakehouse powered by IBM watsonx. The new platform will unify 25 disparate internal data sources into a single, scalable environment, enabling advanced analytics, stronger customer retention, and new cross‑sell and upsell opportunities across Tata Play Fiber’s broadband operations.
Until recently, Tata Play Fiber’s customer master records, marketing data, finance systems, call‑center interactions, and service‑operations information were spread across multiple disconnected systems. This fragmentation led to inconsistent reporting, limited real‑time visibility, and manual processes that slowed decision‑making in a fast‑moving broadband market. With the IBM watsonx‑based data lakehouse, the company is consolidating both structured and semi‑structured data into a trusted, unified foundation for enterprise‑wide analytics.
The new architecture is designed to run AI workloads at scale while delivering near‑real‑time insights to business and operational teams. Frontline staff, including call‑center agents and field‑service engineers, will gain contextual, data‑driven guidance to improve issue resolution times and overall customer experience. For leadership, the platform promises sharper regional demand forecasting and more accurate capacity planning as Tata Play Fiber expands its PAN‑India FTTH footprint.
Anand Sahai, CEO of Tata Play Fiber, said that a robust information system is central to the company’s digital‑transformation journey. “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,” he added.
Nebu Joy, Vice President of Information Technology, emphasised that consolidating 25 data sources into single enterprise‑wide architecture will enable real‑time visibility across the organization.
Gaurav Agarwal, Vice President, Technology, IBM India & South Asia, noted that telecom and broadband providers are undergoing trasformation to balance costs with rising customer expectations. “Our collaboration with Tata Play Fiber demonstrates how a hybrid, AI-enabled data architecture can help enterprises modernize their data estates and build a future-ready foundation for AI,” he said.
Through its collaboration with IBM, Tata Play Fiber is moving from fragmented reporting and manual workflows to large-scale, data-driven decision-making. Beyond strengthening regional demand forecasting, the evolving architecture will integrate network and other operational datasets to enable analytics across business and operational analytics in the future.
