daniel chigunwe
BH24 Correspondent
A new doctoral study has uncovered how big data analytics could be a game-changer for driving sustainability in Zimbabwe’s booming telecommunications industry.
The research, conducted by Edward Dube at Great Zimbabwe University, explored the correlation between big data analytics capabilities and the adoption of sustainable business practices among the country’s major telecom providers. The study, aimed to provide evidence-based insights to guide industry leaders and policymakers in charting a more sustainable future for Zimbabwe’s digital transformation.
“The telecommunications sector in Zimbabwe has experienced rapid growth, but this expansion has come with significant environmental impact,” Dube explained.
“Our study looked at how big data analytics could help these companies optimise operations, reduce waste and enhance their overall sustainability.”
A key finding was the link between negative current ratios — a measure of short-term liquidity and limited data quality and analytics capabilities within telecom firms. This financial constraint was hindering critical technology investments needed to fully leverage big data.
“Without strong data foundations and analytical tools, these companies struggled to make informed, data-driven decisions about sustainability. But our research shows that strategic application of big data analytics can actually help overcome these challenges,” he noted.
The mixed-methods study combined survey data and in-depth interviews to uncover insights across areas like sales forecasting, customer analytics, social media monitoring and supply chain optimisation.
Dube’s models demonstrated how advanced analytics could shape sustainability strategies and key performance indicators over time.
For example, the researchers found that sales analytics could help telcos better forecast demand and optimise inventory, reducing waste and emissions from excess production. Customer analytics, on the other hand, enabled more personalised services and targeted marketing, improving resource efficiency.
Social media monitoring provided real-time insights into customer sentiment and emerging sustainability concerns, informing strategy.
And supply chain analytics helped identify opportunities to streamline logistics, minimise transportation impacts, and collaborate with partners on circular economy initiatives.
“The key is integrating these different data sources and analytical capabilities in a holistic way,” Dube further explained.
“It is not just about implementing the latest technologies, but aligning them with sustainability priorities and building the right organisational capabilities to extract meaningful insights.”
Based on the findings, the researcher provided evidence-based policy recommendations centred on developing a national framework to support responsible data-driven innovation.
This includes investments in skills development, digital infrastructure and public-private partnerships.
“Harnessing the power of big data is crucial for Zimbabwe’s telecom sector to achieve sustainable growth and environmental stewardship,” Dube added. “But this requires a collaborative, multi-stakeholder approach to build the necessary capabilities and governance structures.”
The study aims to fill research gaps on the contextual influences of big data analytics in an African developing economy setting.
Dube hopes the insights will guide industry leaders in optimising their sustainability strategies, while also informing policymakers on how to create an enabling environment for data-driven innovation.
“Zimbabwe’s telecom companies are at a critical juncture,” Dube said.
“They can either continue down an unsustainable path, or leverage emerging technologies like big data analytics to transform their business models and minimise their environmental footprint. The choice they make today will have profound implications for the country’s long-term development.”
One area of particular focus was the role of social media analytics in shaping sustainability strategies. The researchers found that real-time monitoring of online conversations and sentiment analysis could help telcoms better understand customer priorities, identify emerging sustainability issues and tailor their communications and initiatives accordingly.
“Social media is a powerful source of data that can provide invaluable insights, but many companies struggle to harness it effectively,” Dube noted.
“Our study showed how integrating social media analytics with other data sources can create a more holistic view of sustainability performance and stakeholder engagement.”
The study also explored the potential of supply chain analytics to drive more sustainable logistics and procurement practices. By analysing data on transportation routes, supplier performance and material flows, telcoms could identify opportunities to reduce emissions, minimise waste, and collaborate with partners on circular economy solutions.
“The supply chain is often an overlooked area when it comes to sustainability, but it can have a significant impact,” Dube narrated.
“Our research demonstrates how big data analytics can help companies gain visibility and control over their entire value chain, unlocking new avenues for environmental and social impact.”
Looking ahead, Dube emphasised the need for a national framework to support responsible data-driven innovation in Zimbabwe’s telecom sector. This could include initiatives to develop analytical skills, upgrade digital infrastructure, incentivise sustainability — focused R&D and foster public-private partnerships.
“Harnessing the power of big data requires more than just technology investments,” Dube said.
“It demands a comprehensive approach that addresses the people, processes and policies needed to drive meaningful change. That is where the policy recommendations from our study can play a crucial role.”
The researcher believes that by embracing big data analytics, Zimbabwe’s telecom companies cannot only enhance their
own sustainability performance, but also serve as catalysts for broader societal transformation.
“These companies have a unique opportunity to lead the way in sustainable digital development, setting an example for other industries to follow,” Dube said.
Bongani Ndlovu