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The Future of Data in Telecom and the Rise of Connected Communities

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The Telecom Industry has been at the heart of the new Digital Transformation Era with the focal points of the smart phone, digital content, and social media allowing us to interact with the new world. This digital consumer era is overlapping with the connected world of smart cities, connected car, smart homes, connected medical devices, and the industrial internet of things. This is giving rise to the new connected communities, member networks or marketplaces sharing data and insights across these new functional ecosystems. Service providers are being challenged to better manage the relationship and the experiences of their customers, build and leverage smart networks, and drive or facilitate these new digital services and connected communities.

Join Sanjay Kumar, General Manager of the Telecom Industry at Hortonworks as he facilitates an interactive session with your peers and other executives from service providers and operators in discussing the future of data in telecom and the rise of connected communities. Share your experiences and hear from other telecom service providers on their journey with big data and the transformation to becoming a data-drive organization.

During this interactive session, areas of discussion will include:
- Big data and real-time analytics for enhancing customer experience and target advertising
- Analytics driven next generation OSS and the Smart Network
- Connected communities that leveraging blockchain with big data

In the age of the connected world, hear from industry leaders about the role of the service provider and their relationship with their customers and connected communities across this new digital ecosystem.

Speaker
Sanjay Kumar, General Manager, Telecom & FS, Hortonworks

Published in: Technology
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The Future of Data in Telecom and the Rise of Connected Communities

  1. 1. 1 © Hortonworks Inc. 2011 – 2016. All Rights Reserved DataWorks Summit Sydney 2017 The Future of Data in Telecom & the rise of Connected Communi>es Sanjay Kumar General Manager, Telecom & FS Hortonworks
  2. 2. 2 © Hortonworks Inc. 2011 – 2016. All Rights Reserved The New Landscape of the Telecom Industry Service Providers Social Media & Mobile: Explosion of rich customer data through Social Media and Mobile Apps for customer senOment & Interests Customer Expecta>on: With the cultural impact of web and mobile, customers are expecOng greater levels of service and responsiveness Compe>>ve Differen>a>on: As other service providers deliver similar levels of telecom service and coverage, other areas of service levels are needed New Digital Ecosystem: Greater value of Data on digital ecosystem for Customers and Partners driving Data MoneOzaOon Internet Of Things: Explosion of data from IOT with benefits aligned with insight not correlated to data volumes
  3. 3. 3 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Service Providers Areas of Focus Customer Experience & Marke>ng -  Enhance End-to-end Experience of Customer -  Become Trusted Partner to Customer -  Awareness of customer’s needs when and where needed New Business & Consumer Services -  New Digital & Infrastructure Services -  Data MoneOzaOon -  M2M, IoT, AnalyOcs-as-a service Network Op>miza>on -  Move to SoZware Driven Networks -  Leverage Network Data Assets -  Self opOmizing and provisioning Customer Network Service
  4. 4. 4 © Hortonworks Inc. 2011 – 2016. All Rights Reserved 4ZB DATA INTERNET OF ANYTHING 44ZB DATA TOMORROW 4 © Hortonworks Inc. 2011 – 2016. All Rights Reserved
  5. 5. 5 © Hortonworks Inc. 2011 – 2016. All Rights Reserved DATA-CENTRIC Old Model: App-Centric LimitaOons: •  MulOple copies of data •  Difficult cross-system integraOon •  Upper-limit on data volumes before harming performance New Model: Data-Centric Advantages: •  One version of the data •  No need for cross-app integraOon •  System scales linearly APP-CENTRIC App1 App 2 App 3 App 4 App 5 App 6 App Centric will break down with x10, x100,x1000… Need to shiZ to Data Centric
  6. 6. 6 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Blind Spots Block Your Ability to Use All the Data GROUP 3 GROUP 2 GROUP 4 GROUP 1 INTERNET OF ANYTHING Fragmented data-at-rest increases the cost of insight Data-in-moOon streams through your blind spots
  7. 7. 7 © Hortonworks Inc. 2011 – 2016. All Rights Reserved The Future of Data Ac>onable Intelligence D A T A I N M O T I O N STORAGE STORAGE GROUP 2 GROUP 1 GROUP 4 GROUP 3 D A T A A T R E S T INTERNET OF ANYTHING Combining Data-in-Mo>on and Data-at-Rest powers Ac>onable Intelligence
  8. 8. 8 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Streaming InjesOon (NiFi) Streaming: Network Probes, Click Stream, Sensor, LocaOon Batch: Call Detail Records On-Line: Customer SenOment Unstructured: Txt, Pictures, Video, Voice2Text Clickstream Web & Social GeolocaOon Event Records Call Logs Files, emails Server Logs ExisOng OSS/BSS/DWH App 1 App 2 App 3 App 4 App 5 App 6 IOT Solutions Cyber Security Network Planning Optimization Contextual Marketing 360 Customer Awareness DELIVERY Personal Data Analysis & Customer Insight Services To Customers & Partners
  9. 9. 9 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Social Media SenOment Call Center InteracOon Lifestyle & Interests Streaming InjesOon (HDF) Streaming: Network Probes, Click Stream, Sensor, LocaOon Batch: Call Detail Records On-Line: Customer SenOment Unstructured: Txt, Pictures, Video, Voice2Text How to See What the Customer Sees and Respond with Awareness –  View from The Customer (360 degree view) •  Quality of Service Experience (Network details) •  Call Center dialog (voice to text analysis) •  Customer InteracOon Channel (CRM, Billing) •  Customer’s SenOment (what they are saying on social media) –  Understanding Current State of the Customer •  All key customer metrics alributes and references within a dynamic customer profile •  Net Promoter Score (dynamically computed) •  Churn Score •  AppeOte for InformaOon & other Customer Metrics •  Target AdverOsing Profile –  Next Best AcOons •  Context aware promoOons •  Churn risk response •  Retail Store with State of the Customer •  Omni-channel correlated acOons Quality of Service via Network Customer Experience Via BSS
  10. 10. 10 © Hortonworks Inc. 2011 – 2016. All Rights Reserved 10 360 Customer Household View View of all family members across omni-channel and inferred demographics from social media around customer experience 60% Improvement in customer experience NPS Customer Churn ReducOon Track dissaOsfacOon in near-real Ome to see what customer encounter at the web site that drives them to call contact centers in frustraOon and iniOate change to resolve 35% reducOon in customer churn Field: predicOve maintenance truck PredicOng when failure of balery & other truck equipment to the day needing replacement before failure Tens of Millions in cost avoidance on fleet services Target AdverOsing Look alike audience profile models across 5000+ parameters and alribute for precision targeOng adverOsing Double in year adverOsing revenue in 1st year Communications Industry Use Cases – Data At Rest Customer Next Best AcOon Improved customer retail store & omni-channel experience Develop detailed Customer Churn models through senOment from social media to drive next best acOon at retail stores & across channels Customer Experience & Marke>ng Network Op>miza>on & Field Services Network OpOmizaOon Develop network over- subscripOon models based on complete network event details for 13 month period for an accurate view on demand Tens/Hundreds of millions in cost avoidance on Network Build Network Decommissioning IngesOons of network events correlated with customer demand to manage circuit & equipment decommissioning without customer impact Up to 20% ReducOon in Network OperaOng costs
  11. 11. 11 © Hortonworks Inc. 2011 – 2016. All Rights Reserved 11 Customer LocaOon & Context Based Service Triangulate customer locaOon with customer specific context for target promoOons, adverOsing & customer experience management 10x greater chance of customer offer acceptance Customer SenOment Tracking social media with all other customer touch points for complete view of customer senOment and computed net promoter score Improve customer Experience and reduce churn as it happens Network Yield OpOmizaOon PrioriOze data to deliver lower priority on available network capacity for no addiOonal cost on network Ability to provide low cost IOT connecOvity Communications Industry Use Cases – Data In Motion Customer Next Best AcOon Enhance customer experience through context driven acOons Drive next best acOon by streaming data into analyOcs systems like Apache Storm or Apache Spark Streaming for event triggered acOons Customer Experience & Marke>ng Network Op>miza>on & Field Services Device AnalyOcs Edge device analyOcs through MiNiFi Agents prioriOzing and delivering data groups with device level event correlaOonal AnalyOcs at the sources device Set-top Box Ingest for Customer Experience Streaming billions of events directly from set-to-box events to understand customer Behavior & Network Performance Customer Behavior: Subscriber Experience, NavigaOon Paths, Clicking Palerns and Viewing Habits. Network Performance: Network Traffic and congesOon in real-Ome for enhancing the viewing experience of Customers. New RT Models for Content Programming & AdverOsing
  12. 12. 12 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Social Mapping Payment Tracking Factory Yields Defect DetecOon Call Analysis Machine Data Product Design M & A Due Diligence Next Product Recs Cyber Security Risk Modeling Ad Placement ProacOve Repair Disaster MiOgaOon Investment Planning Inventory PredicOons Customer Support SenOment Analysis Supply Chain Ad Placement Basket Analysis Segments Cross- Sell Customer RetenOon Vendor Scorecards OpOmize Inventories OPEX Reduction Mainframe Offloads Historical Records Data as a Service Public Data Capture Fraud Prevention Device Data Ingest Rapid Reporting Digital Protection 12 © Hortonworks Inc. 2011 – 2016. All Rights Reserved
  13. 13. 13 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Business FuncOons Customer Go-to-market Cyber Security Hadoop- as-a-service M2M/IoT SoluOons Personal Intelligence Industry Brokering IT Opera>ons EDW Data Offload HDP Landing Zone HDP Data Lake Real-Ome Streaming HDP Data Lake 360 Customer Household View Dynamic Customer Profile Next Best Action Location & Context Based CEM -  Customer Experience Target Audience Profile Context Aware Target Marketing Location & Context Based Promotions -  Marke>ng Threat Detection Real-Time Threat Analytics Dynamic Pattern Detection -  Security Next Best Network Investment Equipment Predictive Maintenance Customer Aware Network Provisioning -  Network Customer Sentiment & Churn Dynamic Network Provisioning Network Decommissioning
  14. 14. 14 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Customer Experience Journey with Big Data Real-Ome Event AcOon based on Customer Context & LocaOon CollecOon of Data for Customer Insights (Data Science) AcOonable Insights through Customer Models (BI) Current State of the Customer (Dynamic Customer Profile - NPS) AnalyOcs Insight - Insights into the Customer - Customer View applied to OperaOons Execute OperaOonal Insights - Current State of the Customer - Real-Ome Intelligent AcOon
  15. 15. 15 © Hortonworks Inc. 2011 – 2016. All Rights Reserved –  Enrich the Data Lake with all available customer interacOon points –  Develop and Revise the Models that best get your customer metrics: •  Net Promoter Score, Customer Churn Score, AppeOte for InformaOon, Customer Target Profile, etc Deploying Simplify Care –  Deploy the Current State of the Customer with references and customer real-Ome metrics •  Computed (ML) from the Data Lake into a Dynamic Customer Profile that is available across business groups and systems –  Drive Next Best AcOon Using Real Time Event triggers and Dynamic Customer Profile for Context awareness •  Next Best Care AcOon •  LocaOon & Context Aware MarkeOng Customer Sentiment & Churn 360 Customer Household View Dynamic Customer Profile Next Best Action Location & Context Based CEM Target Audience Profile Context Aware Target Marketing Location & Context Based Promotions
  16. 16. 16 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Connected Future Across All Industries
  17. 17. 17 © Hortonworks Inc. 2011 – 2016. All Rights Reserved EMBRACE AN OPEN APPROACH MASTER THE VALUE OF DATA EVERY BUSINESS IS A DATA BUSINESS
  18. 18. 18 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Modern Data Apps Custom or Off the Shelf Real-Time Cyber Security protects systems with superior threat detecOon Smart Manufacturing dramaOcally improves yields by managing more variables in greater detail Connected, Autonomous Cars drive themselves and improve road safety Future Farming opOmizing soil, seeds and equipment to measured condiOons on each square foot Automa>c Recommenda>on Engines match products to preferences in milliseconds DATA AT REST DATA IN MOTION ACTIONABLE INTELLIGENCE Modern Data Applica>ons Hortonworks DataFlow Hortonworks Data Pla_orm
  19. 19. 19 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Tire Pressure Server log Mobile Sensor Loca>on Precipita>on Social Click-stream Data Powers Highway Safety
  20. 20. 20 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Data Powers Be`er Health Claims Codes Server logs Mobile Sensor Wearable Devices EMR Data Medical Research Click-stream
  21. 21. 21 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Data Powers Digital Security Emails Mobile Sensor Firewall Log Virus Defini>ons Social Click-stream Server Log
  22. 22. 22 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Telecom Can Sit at the Heart of the Connected Futures! Data Streaming (HDF) Data Lake (HDP) Device Manufacturer Consumer CSP Customer Service Third Party Partners (Insurance) Distributed Analy>cs Services
  23. 23. 23 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Connected CommuniOes – Medical Devices Connected Community Platorm Connected Medical Devices Advance AnalyOc Services for Health Care Providers & PaOents Connected Medical Devices •  Remote PaOent Monitoring •  Device AnalyOcs •  Emergency Response Connected Health CommuniOes ApplicaOon Developer Partners Extended Ecosystem: Government, Insurance, Device Manufacturers Medical Researchers Connect Health Communi>es •  Secure PaOent Data from medical devices •  OpOons for Secure Storage & Advance AnalyOc Services •  Access to ApplicaOon Partner SoluOons & Medical research Extended Healthcare Ecosystem •  Device AnalyOcs for Device Manufacturers •  Insights to Insurance (without exposure to sensiOve data) •  Connect with Government health programs & cooperaOon Applica>on Developer Partners •  Platorm for building next gen medical soluOons •  Incorporate network, data storage & analyOcs on demand
  24. 24. 24 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Smart DifferenOated Services Platorm Medical Device Analy>cs Secured Data Streaming (HDF) Secured Data Lake (HDP) Device Manufacturer PaOent TMC Nursing StaOon Cyber Security (Metron) Insights Exchange (Connected ConnuniOes) Pa>ent with Medical Devices TMC Emergency Response Team P1 Data: Person In Danger P2 Data: Pa>ent’s Health & Condi>on P3 Data: Device info TMC Clinical Eco-system Partners (Medical Researchers, Government & Community orgs, Insurance Providers) P1 Alert: Immediate Response P1 & P2: Pa>ent Monitoring P3: Device Metrics Value Added Service Secured Pa>ent Reports Deliver Insight Ask QuesOon P1 P2 Data: Immediate Network Yield Op>miza>on P3 Data: transmi`ed on unused capacity
  25. 25. 25 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Connected CommuniOes – Connected Cars Connected CommuniOes Connected Cars & Devices Advance AnalyOc Services for Auto Service Community & Car Owners Connected Cars & Devices •  Remote Car Monitoring •  Device AnalyOcs / Telemetrics •  Emergency Event Response Connected Service Centers & Auto OEM Community ApplicaOon Developer Partners Extended Ecosystem: Government, Insurance, Device Manufacturers Consumer Marketplace & e-CommuniOes Connect Automo>ve Services & OEM Communi>es •  Secure Consumer Data from car devices •  OpOons for Secure Storage & Advance AnalyOc Services •  Access to ApplicaOon Partner SoluOons & demographics research Extended Automo>ve Ecosystem •  Device AnalyOcs for Device Manufacturers •  Insights to Insurance (without exposure to sensiOve data) •  Connect with Government programs & Consumer Marketplaces & eCommuniOes Applica>on Developer Partners •  Platorm to build next gen telemaOcs & market soluOons •  Incorporate network, data storage & analyOcs on demand
  26. 26. 26 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Smart DifferenOated Services Platorm Connected Car & Automo>ve Ecosystem Secured Data Streaming (HDF) Secured Data Lake (HDP) Device Manufacturer Car Owner Consumer Auto Service Center Third Party Partners (Insurance) Cyber Security (Metron) Deliver Insight Ask QuesOon Insights Exchange (Connected CommuniOes) P1 Data: Immediate Connected Car & Devices Emergency Auto Response Service P1 Alert: Immediate Response P1 & P2: Car Monitoring P3: Device Metrics Value Added Service Secured Consumer Car Reports P1 Data: Cri>cal Car Telema>cs P2 Data: non-cri>cal Telema>cs P3 Data: Device info Auto OEM Network Yield Op>miza>on IQ Agent MiNiFi SDN Op>miza>on P2 &P3 Data: transmi`ed on unused capacity
  27. 27. 27 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Deliver Insight Third ParOes Ask QuesOon Business Customers & Other Service Providers Data Brokerage: BlockChain Distributed Trusted Entries Connected CommuniOes & Global Marketplaces CSP Consumers BlockChain BlockChain Blockchain Digital Signatures -  Applied across HDP data -  Computed from original data -  Ensures integrity of Data When Combined with HDF -  Ensures Data Lineage -  IdenOfies who has access Business Value: Ensures trust of customer data across mulO-party data ecosystem
  28. 28. 28 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Deliver Insight Ask QuesOon Connected CommuniOes – Data Policies & Audit Insight as a Service Healthcare Insights Exchange (Connected CommuniOes) Insight Policies Gov’t & Community Orgs Medical Researchers Insurance provider “What are the environmental condiOons and Ome of day the paOents have a heart alack” “what age category and demographics have the highest risk of a heart alack on their way to work” “What is the mean distance away from a hospital that paOents have heart alacks ” “At what point of the day and sets of acOons does the signal quality from the device fall below 80% ” Device Manufacturer Source 1 Data Source 2 Data Source 3 Data Policies Define what sources of data can be used and combined with what other sources of data for this Insight Requestor Type
  29. 29. 29 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Deliver Insight Ask QuesOon Connected CommuniOes Insight as a Service Data Brokerage Services (Connected CommuniOes) Insight Policies Direct Queries & APIs to other Systems Other Data Lakes Source 1 Data Source 2 Data Source 3 Data Policies Define what sources of data can be used and combined with what other sources of data for this Insight Requestor Type Defines What data is available and by Who Data Providers Data From MulOple Providers Data From MulOple Providers Encrypted Content with Metadata Tags
  30. 30. 30 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Deliver Insight Ask QuesOon Blockchain FacilitaOon Insight as a Service Indigo Digi>al Community (Digital CommuniOes powered by Data Bond) Insight Policies Direct Queries & APIs to other Systems Other Data Lakes Source 1 Data Source 2 Data Source 3 Data Policies Define what sources of data can be used and combined with what other sources of data for this Insight Requestor Type Defines What data is available and by Who Data Providers Data From MulOple Providers Data From MulOple Providers Encrypted Content with Metadata Tags & Blockchain Keys BlockChain CreaOon / Reg BlockChain CreaOon / Reg
  31. 31. 31 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Thank You Ã  Sanjay Kumar Ã  GM Telecom & FS, Hortonworks Ã  e: skumar@hortonworks.com Ã  m: 408-309-3805 Ã  Twiler: SMKumar1967

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