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Big data for Telco: opportunity or threat?
 

Big data for Telco: opportunity or threat?

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Big data is an opportunity for communications service providers (CSPs) to create the intelligence for operating their infrastructures more efficiently, to analyze the success of their services, and to ...

Big data is an opportunity for communications service providers (CSPs) to create the intelligence for operating their infrastructures more efficiently, to analyze the success of their services, and to create a better personal experience for their customers.
CSP Top executives, Network and IT managers and Marketing, are eager to exploit the large amount of information to achieve better business decisions. They expect their Chief Technical Officer to provide end-to-end analytic solutions based on the data available in their IT and network infrastructure.
This presentation analyzes the complete value chain that can transform CSPs’ data to knowledge. It covers the sources of information, the data collection tools, the analytic platforms providing quick data access, and finally the business intelligence use cases with the presentation and visualization of the results and predictions.

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    Big data for Telco: opportunity or threat? Big data for Telco: opportunity or threat? Presentation Transcript

    • BigDatafor Communications ServiceProviders: Opportunityofthreat Alain Guigui CT, Telco Big Data And Analytics HP Communication and Media and Solutions Alain.Guigui@hp.com
    • © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2 We have gone beyond the decimal system Information from the Internet of things: In the near future, Brontobyte will be the measurement to describe the type of sensor data that will be generated from the IoT (Internet of Things) 1027 This will be our digital universe tomorrow… Brontobyte 10 24 This is our digital universe today = 250 trillion of DVDs Yottabyte 1021 1.3 ZB of network traffic by 2016 Zettabyte 10 18 1 EB of data is created on the internet each day = 250 million DVDs worth of information. The proposed Square Kilometer Array telescope will generated an EB of data per day Exabyte 10 12 Terabyte 500TB of new data per day are ingested in Facebook databases 1015 Petabyte The CERN Large Hadron Collider generates 1PB per second 109 Gigabyte10 6 Megabyte
    • © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.3 What is Big Data to the CSP? • Online sales • Downloads • Call notes • SMS • Web chat • Blogs • Social networks • Mobile apps • Sensors • Survey response • Emails • Office documents • Billing info (ARPU, Credit Rate) • Location info (on demand only) • Opt in/Opt out info (data exposure, promotions) • Devices • Session • Context • CDRs, XDRs • Subscriber Data • Subscriber Services (Feature Code) • HTTP Usage • Deep Packet Data • Network QoS • Web Mobile Behavior, Transactions • IPTV /VOD usage Billions of Interactions Millions of Transactions structured information that is used to run the business unstructured information used to gain insight on business drivers CSP’s are having this data today 695,000 status updates 98,000+ tweets 698,445 Google searches 11million instant messages Every 60 seconds 217 new mobile web users 1,820TB of data created 168 million+ emails sent
    • © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.4 Customer experience across actual interfaces KAI – Key Attitude indicators KBI – Key Business indicators KCI – Key Care indicators KDI – Key Interaction index KEI – Key Experience indicators KFI – Key Financial indicators KPrI – Key Product indicators KII – Key Improvement indicator KJI - KLI - Key Lifestyle indicators KNI - Key Navigation indicator KPI - Key Performance Indicator KQI – Key Quality indicator KRI – Key Revenue Indicator KSI – Key Success Indicator KTI - Key Propensity indicator KUI – Key Usage indicator KBI – Key Brand indicator KXI – any metric for meas. status Network Call Centre Billing Enquiry Customer Survey
    • © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.5 Holistic customer experience across Business dimensions KAI – Key Attitude indicators KBI – Key Business indicators KCI – Key Customer indicators KDI – Key Interaction index KEI – Key Experience indicators KFI – Key Financial indicators KPrI – Key Product indicators KII – Key Improvement indicator KJI - KLI - Key Lifestyle indicators KNI - Key Navigation indicator KPI - Key Performance Indicator KQI – Key Quality indicator KRI – Key Revenue Indicator KSI – Key Success Indicator KTI - Key Propensity indicator KUI – Key Usage indicator KBI – Key Brand indicator KXI – any metric for meas. status Wide CE in general assesses any key metric for measuring the business status of Subscriber
    • © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.6 What’s needed ? • A Single Platform for a 360 degree view of Subscriber • Managing manage properly all V’s at large scales • Enriching Business processes with actionable insights • Covering various analytics needs (Marketing, Network Operations , CRM, Care….) and able to calculate all types of indicators/scores/recommendations etc …. • Real-time and scale are important • Streaming and Complex Pattern Detections are needed at large scales • Need to analyze and provide actionable insights in session • Simplifying and shortening analytics lifecycle • Intuitive Designers, CME Industry data model, dedicated Value packs and Network integration are key
    • © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.7 HAVEn for Telco: HP Telco Big Data & Analytics Platform eIUM Real Time data collection IT/OT ImagesMobile Search engineEmail Texts Documents HAVEn DRAGON Blue DPI network probes HP Smart Profile Server (Analytics run-time engine and designer) DEL – Data Exposure Layer and dashboard VERTICA Structured Analytic Engine Targeted products and marketing offers IT & Network Experience Optimization New business Models enablement Proactive Data Strategies IDOL Unstructured Analytic Engine HADOOP Distributed File System Market data Subscriber data Application dataNetwork data CEP Complex Event Processor Solution Consulting and Design Deliver or run as a service Business Continuity and Support Software (TBDA architecture) Applications (Telco specific analytic use cases) Service & Support Social media AudioVideo Transactional data Telco Data Sources (Network & IT systems) Collect • Massively collect, aggregate/correlate, normalize, data • From multiple sources (DPI, Web Logs, Location servers , DWH, IT OSS/BSS data sources…) • Tap in Network interfaces including App Levels • Connect to NE with Native Interfaces Analyze • Create analytics and subscribers insights (KPIs, KxIs, Scores, Interests,…) in minutes • Execute in real-time, near-real-time (few mins) over large volumes, varieties and wide velocity ranges for millions of subs, • Process streams (dpi logs , web logs, tweets…and detect patterns in real-time Expose & Visualize • Advanced customizable Reports/dashboards with Tableau, Qlickview or others • Slice/dice, Drill down, discover data • Share insights with multiple departments (OSS, CRM, MKTG…) • Monetize customer insights in a controlled way with multiple business partners
    • © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.8 HP Big Data reference architecture (HAVEn) Rich-media data Unstructured text data Mixed-structure data Unknown-structure data Semi-structured text data Structured text data ODS EDW Data marts Hadoop HDFS Map Reduce Data integration NotOnly SQL Analytics Operational mgt. Access-in-place Meaning-based analytics (Autonomy IDOL) Autonomy value-add applications BI/ Visualization tools Analytic tools Lightweight ETL Hadoop Extended Tools Access-in-place Indexed metadata HP SPS Analytics Engine Columnar DB Native analytics UDx extensions R-Functions Integrated CEP Access-in-place Indexed metadata WWW HP Data Orchestrator
    • © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.9 HP SPS Analytics Layer • Flexible Creation and Execution Environment for Analytics − SPS CME Industry Data model is flexible and extensible through new Logical Data mapper − Integrated Analytics Designer and Deployer * to accelerate creation of analytics solution (Value Packs) by non technical experts (eg Business analysts). Data scientists only needed for advanced analytics. − Create roll-ups in minutes* and Transform your data From facts to customer insights (KPIs, scores, …) − Built-in Query Generator pre-optimizing queries for Vertica * − Monitor and Provide Notification/Alarms to ease integration with CN, OSS, CRM, CCC applications • Advanced Analytics − Supports creation/execution/orchestration of complex analytics (in parallel, in sequences, to calculate KxIs, CLV, Churn probability, NPS …. − Natively supports Vertica SQL extensions such as Time series, Sessionization, geospatial queries etc , R, advanced categorization/recommendation algorithms − It support value packs based on Java/3rd parties libs (web URL categorization, algorithms developed by HP Labs * − Configurable KPI monitoring engine to issue notification and alarms • Real-time Analytics − Provide large scale streaming and in session pattern detection capabilities * − Ideally combines with Vertica to provide a real-time in session view and historical view. Data Analysis and Processing *patents pending
    • © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.10 SPS Built-in and Custom Value Packs • Personalized Advertising Value Pack • Web/URL usage categorization • Advances click-through analysis • Time and Frequency Scoring over Various time ranges/Clustering over various parameters (location, time ….) • Probability of presence, propensity to buy • Exposure of preferred webs and categories to 3rd parties (Advertisers etc …) • Mobile Network Usage Value Pack • Production of KPIs in real-time to Model customer experience, network/service/application/OTT usage across 2G/3G/Wifi access networks • Other Value Packs (CDN, LTE, NBO,…) • Custom Value Pack can be developed on top of core platform with HP SPS Designers
    • © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.11 SPS Exposure Layer • Advanced data federation to create a 360 degree subscriber view accessible in real-time • Built-in authentication and fined grained authorization to share and monetize customer insights with partners • REST and SOAP apis, LDAP Northbound/southbound • Identity Aliasing • Privacy Management (with opt-in/out mgt, annonymization, field encrytion ) • Search API Share unified including analytics results with applications and 3rd party
    • WhatCanyoudo withthat?
    • © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.13 Monthly data usage mostly used on social network and e-mail Targeted products and marketing offers Understand the customer usage, behavior and interests. CSPs must leverage their most valuable asset … Information at the heart to enable “Communications Experience Providers” Network Optimization Increase operational efficiency New business models Connect with OTT players, advertisers and verticals. Six slow data sessions yesterday Browsing baby websites last two months Currently located two miles from sports store Saves department store coupons Dataisthe newcurrency ofbusiness Nav Experience providers Increase loyalty Proactive experience management
    • © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.14 HP SPS CSPs use cases What HP’ SPS contribution Network Security Threat Detection • Provides network security threat detection capabilities to detect and alert on malicious and anomalous traffic traversing and attacking CSPs and customer IP networks in three dimensions – real-time, historical, and predictive. Network Performance Monitoring and Analysis • Collects network usage data from devices across the network in 5-, 10-, and 15-minute intervals – • Resells network capacity • Performance data is made available to large enterprise customers (with 1000s of users) via web portal Network Performance Data Analysis Video On Demand Usage Analysis • Analyze billions of usage records, using familiar SQL, to determine network loads and capital requirements • Make trends forecasting simple • Vertica drives a dashboard for different metrics based on time of day, peak hours, and over a set number of days • Analyze video usage data for over 30,000 on-demand titles • Helps increase revenue and customer satisfaction by helping place video closer to end users based on demographics “Bill Shock” Mandate • Provide pre-paid and subscriber mobile customers with visibility into their mobile usage, including voice, data, and roaming – What used to take 15 hours now takes minutes for customers Call Detail Records (CDRs) and Network Logs Analysis • Understand network performance issues and gaps for capital equipment purchase requirements – no over- provisioning • Helps meet their Service Level Agreements (SLAs) Analytics Sandbox • Analyze phone records over a six-day period – 90% of value of these phone records is the last five days • Replace proprietary data warehouse for ease of use USA Australia USA
    • © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.15 Problem Description The Solution Expected Benefits Japan Tier 1 - Wifi Offload QoE -Big success of traffic offloading via SIM Auth -No QoS/QoE view on offloaded traffic -Difficulties to maintain quality over Wifi access -HP DPI (DRAGON BLUE deployed as a Highly Flexible DPI Solution -SPS Real-time Module (CEP) and Analytics Value Packs (QoE and usage KPIs) -High Massively scalable system for 350000 hotspots and single solution to cover 3G/Wifi/LTE . -Means to monitor and detect weak hotspots compared to usage -Means to optimize offload policy based on profile -Mean to have a operational view (immediate detection of heavy users, loaded Hot Spots, MOS)
    • © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.16 WiFi QOE Analytics 16
    • © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.17 POC (Smart Shopper) Goals and Initiatives • Currently brick-and-mortar retailers and Entertainment venues are looking for technology solutions that can provide more information about its customers who walk into the venue. • Product manufacturers are interested in learning more about the customers who shop at these retailers. They are looking to level the playing field with their online competitors. • All to provide a better customer experience in the retail stores, leverage the floor space and subscriber analytics with real-time Mobility App offers. • The CSP and HP are uniquely positioned to provide a complete end to end solution in this space. The platform that will combine indoor location services featuring geo-fencing, augmented reality Aurasma, iOS App with shopping list/coupons, and Big Data subscriber preferences with recommendation/offers to provide an entertaining and valued customer experience
    • © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.18 HP Block diagram Smart Shopper POC Aurasma and App(s) Aurasma and App(s) 4.0 in. x 3.0 in. Room Sensor 4 Sensor 5 Sensor 3 Sensor1 Cosmetics Men Women Shoes Entry / Exit Sensor 2 Smart Profile Server SDP API / SDK (Decision /Rules) Analytics BI - Dash board/ Reports ( Tableau) User User User Group User Group Foundry APP (iOS) Hourly Data load RealTime Location Server Subscriber Profile Data Movie Preference Browsing preference Location Preference Cloud Aurasma (Server) Apple APN Represents the logical view of triangularizat ion
    • © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. ThankYou, any questions?