The telecommunications & IT vertical face challenges related to improving response time, traffic analysis, and studying product affinity to create a satisfied client base. In-memory analytics help overcome these challenges with self-service business analysis tools and discovery tools to monitor real-time data using advanced analytics. Data management needs to be improved to help avoid dissatisfaction among customers. For instance, customers using a postpaid connection would prefer to monitor their usage in real time and have a dashboard to view the same whenever needed. Data management has become difficult for the telecom industry due to the volume of data being generated in real time, rapidly changing business environment, and need to improve IT systems to support business in the marketplace. The use of in-memory analytics can cut the time needed to create and distribute reports and perform analysis. As a result, the employees who used to perform these tasks manually can add value by contributing their efforts in other key areas. The market growth of in-memory analytics in the telecommunications & IT vertical is expected to grow rapidly owing to the voluminous content generated on a daily basis in the telecommunication & IT organizations. The telecommunications sector has already begun the adoption of in-memory analytics to improve performance. For instance, Telecom Italia, an Italian telecommunications company, started using SAS Visual Analytics to add in-memory analytics and advanced data visualization to its geo-marketing system which helps simplify the operational processes for technical and commercial planning.