The following case study had the purpose of evaluating how the telecommunicationindustry can utilize data driven innovation in the development and evaluation ofproducts and services. Theory has been collected by analyzing academic articles in theareas of product development, innovation and of the telecommunication industrieshistorical usage of customer data in evaluating and developing services. For datacollection the study relies on interviews with people who are experienced in thebusiness, from two different organizations. Three of them work in products and servicesand one in analytics. This was done to obtain an understanding of the currentdevelopment process and how it can be further improved with data analysis. Byanalysing the data and comparing it with the theory the study has found different uses ofa data driven approach in the development of products and services, for example inhow the telecommunication industry works with data driven research, data-supportedidea generation and data informed validation.