European telecommunications providers are looking for more ways to monetise the vast amounts of personal data they hold. According to an article in Raconteur, "at no point in history has so much information been generated; smartphone habits, media consumption, customer service calls, online behave and interaction is all being collected. It's a goldmine for telcos able to act on it." Their goal is to offer customers intelligent, proactive, personalised solutions, but they know they need the consumers onboard and to earn their trust, particularly in the GDPR age.
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