Insights in motion


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Processing raw, disorganized data and presenting it in a relevant context is familiar to service providers. But turning the information into valuable insights that can be shared across the entire company requires a new approach.

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Insights in motion

  1. 1. Using big data to create actionable information for service providers INSIGHTS IN MOTION
  2. 2. 2  ERICSSON GET THE WHOLE PICTURE ON BIG DATA adopt a whole picture approach Processing raw, disorganized data and presenting it in a relevant context is a task that is familiar to service providers. But turning the information into valuable insights that can be shared across the entire company requires a new approach to collecting customer and operations intelligence. In order to compete in an increasingly mobile world, service providers are required to change the way they deliver value to their customers and create value for their business. Hence they need to continuously transform their networks, IT and business supporting functions. Many organizations have converted data into intelligence for particular functions, without connecting the insights across the organization. More recently, their objectives have expanded. They are now analyzing large amounts of data, correlating the information with additional data from other sources, and acting upon this intelligence in real time. Keys to delivering value Proven expertise is required in order to deliver valuable insights across the entire organization, combined with deep understanding of the insight in motion process. Ericsson has simplified this process into three key elements: > Quality-of-Insights (QOI): being able to determine which information is relevant and where to get the data in order to create reliable insights. Understanding how networks operate, as well as how they are performing at all times, is as essential as knowing what customers prefer and expect. This is not something that is easily identified, and simply guessing what data matters and where to get the information jeopardizes the efficiency of the entire process. Security is also a critical component of QOI, because if information can be easily altered or corrupted, then it cannot be used for generating meaningful insights. Service providers are required to change the way they deliver value to their customers Converting data into insight Ericsson’s Mobility Report shows that monthly smartphone traffic will reach 12 ExaBytes in 2019, a ten-fold increase from 2013. And that’s just smartphone traffic. In fact, data traffic is increasingly travelling between mobile sources, significantly complicating the challenge of collecting and correlating all that data. But delivering intelligence in real time is not sufficient. Service providers need to make sure they are analyzing the right data, converting this intelligence into customer insights quickly, and leveraging them across the whole organization in order to create value for the business. This process is what we call insights in motion. Traditionally, service providers generate actionable insights by focusing on one of three different perspectives – network, IT and business. Understanding all three areas, as well as the relationships between them, is essential to helping organizations operate efficiently. Adopting this approach is a necessary step in transforming service providers’ business. > Time-to-Insights (TTI): making sure the data is immediately available to generate actionable intelligence. Service providers should then expose that intelligence across the organization to all functional groups in order to create insights that they can leverage. This is essential for a high-performance operator. Systems must be agile and efficient, as well as able to manage large amounts of data in motion, and correlate that information with historic data in order to develop insights on every individual user. > Return-on-Insights (ROI): ensuring that the insights created will drive business advantages across the organization. This will improve operational efficiency, build value, strengthen the customer experience, increase loyalty, reduce churn, and enable continued growth. Service providers have many competing business objectives, and all of them can be addressed by improving the company’s ability to generate actionable insights.
  3. 3. ERICSSON GET THE WHOLE PICTURE ON BIG DATA 3 Highlight opportunities Improve overall service quality Consider the case of an operator that is struggling to manage the growth in mobile data consumption, while also trying to limit expenditures without sacrificing customer experience. Using analysis of real-time network data on coverage conditions, network equipment performance, session errors and events handling, equipment fail rates can be identified. Any cell issues can also be correlated and fixed, and the operator can develop a better view of any coverage overlap. The collected insights are used to pinpoint opportunities for optimization and rapid implementation of capacity expansions. This enables optimal technology utilization and improved network reliability, thereby allowing service providers to efficiently handle traffic growth. Although predicting future performance based on current performance – a method known as nowcasting – improves overall service quality, it is not sufficient to handle the issues of individual users. Collecting real-time information will help identify devices that are generally underperforming, and cross-checking the information with traffic data sessions explains what is happening on an individual event level for a particular service for a subscriber. Furthermore, correlating these insights with data from Customer Relationship Management (CRM), apps and social networks can provide the customer with a more relevant experience when interacting with the operator. As well as improving customer experience, this proactive handling of issues improves the efficiency and effectiveness of customer care. Advantages for the entire organization At Ericsson, we are able to connect raw, real-time data from operators’ networks and IT. In combination with information from various external sources, we can use the whole picture to build business advantages across their entire organization. Ericsson manages networks that serve more than 1 billion subscribers worldwide, and 40 percent of the world’s mobile traffic runs through our networks. This gives us expertise and knowledge about how networks operate, what data is being generated, and how it can be used to support enterprises in achieving their goals. There are more than 900 Ericsson OSS systems in operation around the world and more than 2 billion subscriptions served by our BSS solutions. This provides us with deeper understanding of the behavior of mobile networks, devices, apps and users, allowing us to deliver valuable insights to our customers every day. TIME-TO-INSIGHTS QUALITY-OF-INSIGHTS RETURN-ON-INSIGHTS BUSINESS NETWORKIT
  4. 4. EAB-14:038368 © Ericsson AB 2014 Ericsson is the driving force behind the Networked Society – a world leader in communications technology and services. Our long-term relationships with every major telecom operator in the world allow people, businesses and societies to fulfill their potential and create a more sustainable future. Our services, software and infrastructure – especially in mobility, broadband and the cloud – are enabling the telecom industry and other sectors to do better business, increase efficiency, improve the user experience and capture new opportunities. With more than 110,000 professionals and customers in 180 countries, we combine global scale with technology and services leadership. We support networks that connect more than 2.5 billion subscribers. Forty percent of the world’s mobile traffic is carried over Ericsson networks. And our investments in research and development ensure that our solutions – and our customers – stay in front. Founded in 1876, Ericsson has its headquarters in Stockholm, Sweden. Net sales in 2013 were SEK 227.4 billion (USD 34.9 billion). Ericsson is listed on NASDAQ OMX stock exchange in Stockholm and the NASDAQ in New York. Ericsson SE-126 25 Stockholm, Sweden Telephone +46 10 719 00 00 The content of this document is subject to revision without notice due to continued progress in methodology, design and manufacturing. Ericsson shall have no liability for any error or damage of any kind resulting from the use of this document.