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Australian Telco Digital Strategy Trends 2014 / 2015 v1

2014 / 2015 Analysis of some trends in Australian Telco / the world generally.

Australian Telco Digital Strategy Trends 2014 / 2015 v1

  1. 1. AUSTRALIAN TELCO DIGITAL STRATEGY OVERVIEW 2014 / 2015
  2. 2. Page 2 Executive Summary
  3. 3. Page 3 Executive Summary : Outside telco, these 4 ideas appear to be the most relevant trends. Inside telco, ramifications are significant ( next slide. ) 1.. DIGITAL ORG CHART EVOLUTION FROM ACCENTURE. 2. DIAGRAM FROM CISCO THE INTERNET OF THINGS HOW THE NEXT EVOLUTION OF THE INTERNET IS CHANGING EVERYTHING 3. ERRICSSON : HTTP://ARSTECHNICA.COM/BUSINESS/2013/02/CELLULAR-DATA-TRAFFIC-KEEPS-DOUBLING-EVERY-YEAR/ 4. IMAGE TAKEN FROM HEWLETT- PACKARD “MASSIVE DATA VOLUMES – BIG OPPORTUNITIES” 5. 6 AUSTRALIA’S DIGITAL FUTURE 2050 HTTP://WWW.CIO.COM.AU/ARTICLE/538386/M2M_FLY_27_MILLION_CONNECTIONS_BY_2018/ 7. HEAVY READING DECEMBER 2013 BIG DATA AND ADVANCED ANALYTICS IN TELECOM 8. WHITE PAPER CLOUD COMPUTING – ALTERNATIVE SOURCING STRATEGY FOR BUSINESS ICT. T SYSTEMS 1. Hypothesis : Digital Is Pervading1 2. IoT Has Happened2 4. Big Data Sits Under it all4 27 million connected devices in Australia by 2015.6 Digital is part of everything inside and out of work. Knowing the possibilities for Big Data is a key problem for Service Providers.7 Smart analytics and data will gain primacy as one of the main channels through which .. Value is derived.5 3. Cloud Computing Is Joining IT World Together8 High performance networks represent an essential basic of the cloud construct.8
  4. 4. Page 4 Executive Summary : Inside Telco we might want to focus on data, start on multiyear multichannel as well as deliver sales targets 1. SMAFTA 2. MOBI DATA – UNDERSTANDING TODAY’S SMARTPHONE USER 3. ERRICSSON : HTTP://ARSTECHNICA.COM/BUSINESS/2013/02/CELLULAR-DATA-TRAFFIC-KEEPS-DOUBLING-EVERY-YEAR 4. DELOITTE 1. Telco Network Data Is Doubling Annually3 Network data is the key revenue opportunity for telco 2,3 2. Multichannel / multiscreen 3. Self Service Focus Digital can contribute to an improved multichannel experience4. Banks set the standard when it comes to self service uptake
  5. 5. Page 5 Out Of Scope : These current trends are interesting but tangentially important to Australian Telco in the short term. There are many more. 1. HTTPS://WWW.DFAT.GOV.AU/GEO/CHINA/CHINA_BRIEF.HTML 2. KPMG : HTTP://SYDNEY.EDU.AU/CHINA_STUDIES_CENTRE/EN/RESEARCH/AUSTRALIA_CHINA_FUTURE_PARTNERSHIPS.PDF 3. HARVARD BUSINESS REVIEW : HTTP://HBR.ORG/2013/03/3-D-PRINTING-WILL-CHANGE-THE-WORLD/AR/1 4. HARVARD MEDICAL REVIEW : HTTP://HMS.HARVARD.EDU/SITES/DEFAULT/FILES/ASSETS/ABOUT_US/OFF_DEAN/FILES/BIOENGINEER.PDF 5. HTTP://WWW.RESEARCH.IBM.COM/COGNITIVE-COMPUTING/#FBID=UAJFXN_JIB9 6. HTTP://WWW.COMPUTERWORLD.COM/S/ARTICLE/9237343/IBM_WATSON_WILL_EVENTUALLY_FIT_ON_A_SMARTPHONE_DIAGNOSE_ILLNESS Economics & China : • Australia and China have a growing range of common interests, with increasing collaboration in multilateral and regional forums1. • It is likely that China will shape our economic future and our prosperity more than any other country. For Australia, the imperative is clear. 2. Bio-engineering : • Bio engineering applies engineering principals to medicine and biology. • There is enormous potential for the transformation of bioengineering into a discipline directed toward synthesis of technologies that can have profound impact on human well- being.4 3D Printers Will Change The World.3 • By enabling a machine to produce objects of any shape, on the spot and as needed, 3-D printing really is ushering in a new era. • It’ll create huge customization, eliminate many transport costs & by reversing economy of scale models remove China’s manufacturing power. Cognitive computing : • Cognitive computing systems learn and interact naturally with. They help human experts make better decisions by penetrating the complexity of Big Data5. • Watson won ‘Jeopardy’ in 2010, is currently undertaking medical ‘residencies’ at a series of hospitals and will fit in to a smartphone by 20206. We’re involved in a positive feedback look with technology which is accelerating progress in everything – not just Telco.
  6. 6. Page 6 Overview : More people are visiting telco websites on more devices. Improving the experience for them requires iterate & learn with personalisation tests. • In simple terms, telco websites are experiencing more people visiting, on a widening array of devices. • Our goal should be to provide these visitors with the most relevant experience possible using personalisation. VMA – More customers & prospects on more devices – seeing more relevant things ? Analytics and Insight Testing & personalisation Recommendations Omniture & Episerver Tests Ongoing Conversion Improvement Data Informs Personalisation Improvements and other tests Do rising visitor numbers and an increased range of devices in consumer’s hands mean Digital is pervading our relationship with customers and prospects ?
  7. 7. Page 7 Trends – From 2015 to 2050
  8. 8. Page 8 Trends : Growth has always come from ‘utilities’ Utilities are innovations from which everyone benefits ALL CONTENT ON THIS PAGE TAKEN FROM “AUSTRALIA’S DIGITAL FUTURE TO 2050 IBIS WORLD Getting To The Digital Age Hunting and trapping 1821 – 1864 • Transport – wheel, road, water transport & trade. 1865 – 1964 • Mechanical power - Water – wheel and steam engine. Up to 1820 • No pervasive utility. Little economic growth. Agrarian Age Industrial Age Infotronics Age 1965 - 2040 • We have begun to enter the second stage of the Infotronics Age. • Started with rapid growth in new service industries and the ICT revolution in the 1960s. • The second stage is the Hyper Digital era, such is the combined power of Analytics, learning systems, cognitive computing and more High Speed Communication technology Addressing the social and economic challenges of the future The new utility is internet access provided in any form. It’s of such fundamental importance that the WHO describe it as a human right. It’s changing our lives in ways as fundamental as the wheel, mechanical power and the mobile phone did.
  9. 9. Page 9 Trends : Hints on how the future will look can be taken from green shoots which are visible now. Telco will be affected more than most. 1. MARK PESCE – AUTRALIAN FUTURIST 2. DELOITTE ‘BUILDING THE LUCKY COUNTRY – SHORT FUSE BIG BANG.?’ As always technological progress presents opportunities and threats. Not everyone will feel positive about it / them. • In 2050 : The environment simply has computing everywhere inside it. The smartphone will play a pivotal role. 1 • The mobile is becoming the router between the electrical and the human world. 1 • Rasberry Pi : is a $25 credit card computer chip which can be plugged in to any appliance. 1 • “We’re in a positive feedback look with the network. That positive feedback loop is causing this exponential growth in mobile data – it’s doubling every 6-12 months now. There’s no practical end in site.” 1 • It’ll look different to the way it does now but we’re still going to be human beings. We’re still going to have all the desires and the drives and wackiness that makes us hard to get along. 1 • One third of the Australian economy faces imminent and substantial disruption by digital technologies and business models – what we call a short fuse, big bang scenario. This presents significant threats, as well as opportunities for both businesses and governments. 2 Left : 2050 is here in seed form. Rasberry Pi is a $25 microcomputer which can be attached to ‘anything’. Above : ICT will be the industry affected most in the least amount of time Technological evolution occurs in product generations – typically annually. Underpinned by variants of ‘Moore’s Law’ progression from where we are now to 2050 will likely happen more quickly than we’re prepared for. In 10 years, this could be the size of a pinhead and injectable / consumable. In 20 years, it could be the size of a blood cell.
  10. 10. Page 10 Trends : As these things coalesce, we have started to view more problems as information problems – and their solution as tangible 1. MAKING SENSE OF BIG DATA TO FIGHT CRIME : THE ATLANTIC 1. CIO : BIG DATA ADVANCE CANCER GENOMICS : HTTP://WWW.CIO.COM.AU/ARTICLE/538592/BIG_DATA_ADVANCE_CANCER_GENOMICS/ The LA Police department has cut crime by 27% using predictive analytics to direct police cars to crimes before they are committed. A significant proportion of investment in electricity transmission infrastructure comes from the requirement to manage peak loads. A connected ‘smart grid’ which, for example, does not turn on ( or penalty prices the use of ) washing machines on the hottest days in summer can help manage those loads. Chinese infrastructure for water transmission has been improved in efficiency by 25% following the application of sensors to the network to judge leakage and regulate flow where required. ‘Big data is poised to drive advances in the highly promising area of cancer genomics as researchers use information from increasingly disparate sources to identify the genetic and external factors that trigger this group of potentially deadly diseases. It becomes a data mining task.’ More green shoots. Is the future really so unlikely and incredible when these things are happening now ?
  11. 11. Page 11 Trends : In 2050 – Digital has fundamentally changed our lives ( again ) ALL CONTENT ON THIS PAGE TAKEN FROM “AUSTRALIA’S DIGITAL FUTURE TO 2050 IBIS WORLD Haptic Interfaces : Haptic interfaces have the capacity to stimulate the sense of touch, based on virtual 3D environments Direct Interface : People interface with technology using direct neural control over devices and ICT systems People spending twice as much on telco services as they did in 2010 ( about 40% ) Cities become smart with fully digital infrastructure, improving lifestyle and economic success2x 25% Of people work from home. Fewer commuters on the road Health is a key government challenge amplified by an aging community The measured self : Epidermal Electronic systems or EESs ( Microfilm layers of electronics can adhere to skin like tattoos to monitor vital signs ) The concept of citizenry changes : Evolves to span multiple parallel physical and virtual communities of which each person is a part Chinese tourism matches 2013 mineral export levels as a sustainable revenue stream All businesses are affected – some more than others. Individuals become their own business The nature of work changes : Industries, occupations and locations change constantly. Longer and Healthier Lives : Tech, pharmaceuticals, tie together to increase longevity and quality of life. Everything is going to be OK. I left out the bioengineering racially focussed viruses / cyber-hacking utility grid services etc. They’re probably not business casable.
  12. 12. Page 12 Trends : In 2050 – Every element of our society and our communities from shoes, to road, to battery is actuated and full of sensors ALL CONTENT ON THIS PAGE TAKEN FROM “AUSTRALIA’S DIGITAL FUTURE TO 2050 IBIS WORLD Natural Resources • Ubiquitous sensors & analysis. From Pit to port monitored. • Advanced analytics and BI systems filter and decide • Predictive maintenance • Fiber optic networks already connect oil & gas Companies which share infrastructure. • Remote operations centres allow Rio Tinto to deliver Just in Time. Energy • Intelligent Grid controls users’ pool pumps, tumble dryers to avoid peak loads • Electric cars feed back in to the grid when not in use • Danish EDISON project is testing intelligent power networks to connect electric vehicles powered by wind • IBM 80% solar efficiency Feb 2014 Retail • Consumers have perfect information to make their choices • We are used to immersive interactive experiences we can share with friends • Tesco UK uses life cycle marketing to deliver personalised marketing • Nespresso coffee being sold as an experience not a product A lot of this was borne out in the Optus future back stuff. The consistent element is that as Digital pervades, we have better information and can solve problems as information problems. Affected Area End Point In Place Now
  13. 13. Page 13 Trends : In 2050 - Every element of our society and our communities from shoes, to road, is actuated and full of sensors ALL CONTENT ON THIS PAGE TAKEN FROM “AUSTRALIA’S DIGITAL FUTURE TO 2050 IBIS WORLD Healthcare • Spiralling health care costs have stopped with a new model based on early intervention and prevention, home care and personalised ( gene based ) medicine • In Newcastle NSW, Health Dept is trailing remote monitoring of people with chronic diseases. Work • More than 100 new service industries have appeared • IP became more useful than assets – assets are now leased • No employees – people are their own businesses • Already, one in eight people work from home globally • 10-20% global contracting rates • Trend to payment for outputs not inputs (which will continue) Government • Levels of jurisdictions of govt. work seamlessly together presenting a single service • There is no crime – analytics predicts where and when it will occur • Malta is tackling it’s water crisis with smart integrated water and energy system • An app that directs drivers to the nearest available parking meter is operational in the US Affected Area End Point In Place Now
  14. 14. Page 14 Digital is Pervading
  15. 15. Page 15 Hypothesis : Digital Is Pervading THIS CONTENT ADAPTED FROM A SERIES OF OMNICHANNEL PRESENTATIONS FROM ACCENTURE ON OMNICANNEL DEVELOPMENTS 1 Early : Digital Reports In To Marketing 2 Current : Digital Reports to CEO 3 Soon : Digital Is Part Of Every Channel • Digital is part of people’s consumer lives but appears, to struggle to occupy work in the same way. • Technology adoption ( procurement cycles, training, IT asset management ) could mean that acceptance of digital is slower and therefore taking longer in organisations • Could this be the reason for the delayed rollout of Multichannel & multiscreen facilities in channel ? You could call this an opinion as much as an hypothesis. It seemed to be the meta trend. As you read the pack, see if you think it’s true.
  16. 16. Page 16 Telstra & Optus have both hinted a Digital First view – T most strongly 1. HTTP://WWW.COMPUTERWORLD.COM.AU/ARTICLE/539549/TELSTRA_EMBRACES_DIGITAL_FIRST_/ Optus : The key to success will be defining the role of digital channels as an integrated “web centric” proposition and not just a collection of channels. • In Mar ‘14, Telstra announced a ‘Digital First’ initiative1 “We will be looking at every Telstra product and service to see if there is a way we can provide this through Digital channels as well as in store or over the phone”, Telstra CEO David Thodey said. • Initiatives include : • Automated engineer job allocation and digital mapping • Unique code per phone to assist troubleshooting • 2 x Digital transformation Centers in Sydey It’s possible others feel the same way. ( That Digital is pervading. )
  17. 17. Page 17 Trends : IoT & Cloud
  18. 18. Page 18 What is the internet of things ? It’s when small, cheap sensors and processors connect physical things as well as people to the internet 1. CISCO : 2011 – THE INTERNET OF THINGS. HOW THE NEXT EVOLUTION OF THE INTERNET IS CHANGING EVERYTHING 2 THIS CAME FROM CISCOS IBSG – INTERNET BUSINESS SOLUTIONS GROUP 3 INSPIRING THE INTERNET OF THINGS The Internet of Things has happened • Cisco estimate that the Internet Of Things happened ‘sometime between 2008 & 2009 2. • That’s the point at which more things than people were connected to the internet.1 • Explosive growth of smartphones and tablet PCs brought the number of devices connected to the internet to 12.5 billion in 2010 while the world’s human population increased to 6.8 billion. • Forecasts for 2020 are likely to be lower than reality. These forecasts do not take in to account rapid advances in internet or device technology – just what is known to be true today. ( in 2011 ) • The internet of things is the system of systems created when ‘everything’ as a microprocessor, sensor, an IP address and a connection to the internet. • The Internet Of Things ( IoT ) is represents the next evolution of the internet.3 • It will help us be more proactive and less reactive. • To get there, we will have to set common standards and develop energy sources for millions, even billions of minute sensors. For example using vibrations, light or airflow to power sensors. Is The Internet Of Things the result of digital pervading industrial aspects of life ?
  19. 19. Page 19 How will the Internet of Things help us ? 2 THIS CAME FROM CISCO’S IBSG – INTERNET BUSINESS SOLUTIONS GROUP IMAGE FROM ‘INSPIRING THE INTERNET OF THINGS’ COMIC BOOK. WORLD ECONOMIC FORUM 4 CISCO : 2011 – THE INTERNET OF THINGS. HOW THE NEXT EVOLUTION OF THE INTERNET IS CHANGING EVERYTHING Fundamentally the Internet Of Things gives us better information so we can make better decisions • The Internet of things will optimise processes happening in the real world. • Interactive street sensing gathers data about the city. Every lamp post, measures noise, traffic, crowds, temperature. Data is transmitted and processes and information. • Policy decisions ( by government ) can be made on real data and, more important, their impact can be measured in real time. • Value will accrue to those who best foster, embody and exploit network effects. • Much of contemporary thinking, by contrast focussed on linear responses to change. Simply put, humans tend to think in linear terms. Above : A simple example of the internet of things. Wheelie bins have sensors in them which determine whether they’re empty or full. This assists people to find a place for their waste and facilitates more efficient collection. Right : Metcalf’s law says the value of a network ( such as the internet of things ) rises in proportion to the square of the number of nodes on the network rises. This is important for telco because telco can connect the things on the internet to the cloud. ( See next slide. )
  20. 20. Page 20 Some of what the internet of things means to Phone Companies in the short term 1 CISCO : 2011 – THE INTERNET OF THINGS. HOW THE NEXT EVOLUTION OF THE INTERNET IS CHANGING EVERYTHING 2 HTTP://WWW.OPENAUTOALLIANCE.NET/#ABOUT 3 THE ECONOMIST 2010 Two unusual examples of the Internet of Things to help explain the point and the opportunity : • The internet of cows : A Dutch start up company has implanted sensors in the ears of cattle. This allows farmers to monitor cows’ health and track their movements, ensuring a healthier, more plentiful supply of meat for people to consume. On average, each cow generates about 200 megabytes of information a year.3 • Introducing the Open Automotive Alliance. The OAA is a global alliance of technology and auto industry leaders committed to bringing the Android platform to cars starting in 2014.2 Members include GM, Audi, Honda. “Even Cows Will Have Sensors3” “The internet of things will be a much bigger revolution than the internet and mobile telephony put together.”3 The key point for telco is that all these nodes on the internet of things will use data. The key question, is how much data will they use ? The key point & the key question The BMW i3 – Electric car with a SIM in it
  21. 21. Page 21 What is cloud computing and what does it mean to telcos ? CONTENT ON THIS PAGE FROM : HTTP://WWW.SLIDESHARE.NET/MORELLIMARC/MCKINSEY-CLOUD-COMPUTING-FOR-TELECOM-OPERATORS-2010 BOTTOM LEFT CHART – THE AUSTRALIAN FINANCIAL REVIEW 20.3.14 AUSTRALIAN TELCO INCOME Above : McKinsey – Cloud computing for telco How cloud computing is relevant to Phone Companies • Cloud computing is relevant to telco in 3 ways: • As a user of technology to perform functions like billing or storage, phone companies can benefit from outsourcing some currently in house activities. • Telcos also, sometimes, sell or resell cloud services for their customers. Mostly B2B -probably not VMA. • Critically, telco connects the Iot to the cloud and charge customers for the data in the link. • T&D are looking at the first of those • Providing the second to customers would be a significant strategy shift and seems unlikely. • Over time, the IoT and SIM only could mean that customers have a lot more SIMs and use a lot more data each. • However, it’s worth noting that You Tube is a cloud based service and, alone, accounts for X% of the network traffic we transact over the Optus network. ( A X% from Justin ) • As you can see from the left hand slide – revenue forecasts for the additional IoT revenues are ‘relatively small’ in the short term for both M2M and wearable / home automation. SIM forecasts might be a different thing. The recommendation is to watch this – especially the number of connections not revenue and, if necessary adapt self service to accommodate these multi SIM requirements. ( See next slide. ) Forecasts look small but it’s moving fast and – for example, where are the car SIMs / data ? Some say in car entertainment could be the biggest consumer IoT / cloud data user and the Financial Review didn’t include it.
  22. 22. Page 22 Some of what the internet of things means to Telcos Medium term Some of these aspects of self service have appeared already THIS CONTENT IS WHAT I THOUGHT ABOUT AFTER ID RAD ABOUT THE INTERNET OF THINGS. A PAN IS A PERSONAL AREA NETWORK. NOT SURE WHERE I HEARD THAT. 1. CRAIG LEPATOUREL – OPTUS SELF SERVICE Etc.Etc. Order new / additional / replacement SIMs ? Note : Assistance in managing these SIMs and thresholds online may not be a long term differentiator if data is commoditised and sold in bundles so large that people don’t worry about exceeding their allowance1 . Work towards these outcomes can be seen in the launch of family shared plans, auto data bundle adding. Things with SIMs Things on my PAN Things my family has on the account User Needs ( ? ) Thresholds / limits ? Throttling ? Reporting – who used what, when with which device ? Plan changes – up and down as quickly as possible. Stop ? This is what Telstra is managing with their ‘share data across multiple SIMs’ This is what phone companies are managing this year with same pricing structure over phones and mobile broadband Watch out ! Network Quality ! & Capacity Planning !
  23. 23. Page 23 Trends : Big Data
  24. 24. Page 24 Big Data : Is a “Treasure Trove1,2” which offers Service Providers the ability to improve their business in myriad ways • Companies with deep data sets will increasingly have the ability to play in markets outside their traditional domains.3 • The term Chief Financial Officer was used first in 1961 by Amoex ( an Electronics Manufacturer.) Leading in the Digital Age may require new roles such as Chief Data Officer3 • 90% of the world’s total data were created in the past two years. By 2020, the quantity of stored data could be 50 times greater than it was in 2010. 3 • Today’s phenomenal growth of data requires that service providers not only understand big data to decipher the information that counts, but also – more importantly – the possibilities of what they can do with it using big data analytics.1 • Despite this ‘Treasure Trove’ of information on customer behaviour … most operators do not have the real time end to end view of their subscribers that can help maximize their revenue potential from each subscriber. 1 • Service providers are monetizing the big data on their networks by providing analytics insights that make offerings more effective.1 • For operators to be successful… they must orient themselves to the real needs of their customers by making use of their most valuable asset – information.2 • < It offers > Unparalleled marketing power.2 1. HEAVY READING DECEMBER 2013 BIG DATA AND ADVANCED ANALYTICS IN TELECOM 2. MASSIVE DATA VOLUMES – BIG OPPORTUNITIES – HP 3. HOW WILL DATA CHANGE YOUR BOARDROOM – DOMINIC BARTON 4. MCKINSEY ; PROFIT PARADOX : GROWING VALUE AND SHRINING MARGINS Above : Google’s data center. Below : A ‘definition’ of Big Data in The Guardian “Big data is improving your KPI performance using the data you have - most often through propensity modelling.” Source : NA The more data you have, the easier it is to see patterns about what people are going to do next. Telcos have more data than almost anyone else. The ability to find the value in that date is important and will become more so.
  25. 25. Page 25 Big Data will be a key source of enhanced profitability for phone companies 1 : THE ERA OF BIG DATA HAS ARRIVED FOR TELECOM OPERATORS CHART FROM : HTTP://WIKIBON.ORG/BLOG/BIG-DATA-INFOGRAPHICS/ • Telco market has stalled : The mobile market has very high levels of penetration, even emerging economies have penetration rates of around 100% 1 • Mobile is an oligopolistic industry with typically just three or 4 major operators. This means that most operators have access to customers’ data from several companies. • The diversity of data available allows mobile operators to achieve a depth of customer profiling beyond other industries. Operators have the potential to know a customers whereabouts their network contacts, content preferences, wealth and product preferences. • In order to move on to the next point ( of improved profitability ) operators need to set up the basic processes, frameworks and technical infrastructure needed to capture and manipulate big data. • Most telecom operators have already set up business intelligence initiatives. Most BI initiatives, however, have not succeeded in analysing the mountains of data at the level of depth and breadth required or at the speed required to hep in extracting the maximum value from customers.1 Of all industries, telco has the most sales advantages to gain from getting the data mining right.
  26. 26. Page 26 Big Data : What are other operators doing ? Most of them are doing the telco basics with it – Managing an IDW. • Vodafone Australia “knows Big Data1” : VHA hired a Big Data manager ( David Miller ) in 2009, following the merger. He grew the BI team to 40 people. H recently left to go to channel 7. • In 2013 : Vodafone addressed churn using analytics and insight to determine key correlations with NPS : “If you look at my marketing department, I would say 15 to 20 per cent of them are statisticians,” she says. “I don’t mean that they’re commercial and look through spreadsheets, these are actually analysts – I’ve got people who have PhDs in mathematics working for me and crunching through data for me, and that’s fantastic and as it should be2.” Kim Clarke. • “AT&T Inc. has unveiled plans to make money from the mountain of subscriber data it holds in its back-office systems.”4 • The carrier has announced its intention to update its customer privacy policy so that it can aggregate customer data that can then be sold to advertisers and marketing firms. • Industry analysts have long noted that CSPs have a richer set of information than their Web services rivals and need to find ways to generate new revenues from that advantage: AT&T's move is evidence that CSPs might now be gaining confidence about the business strategies they're developing around the Big Data trend. 1 : HTTP://WWW.ITNEWS.COM.AU/NEWS/374664,VODAFONES-DATA-GURU-NABBED-BY-SEVEN.ASPX 2 : HTTP://WWW.BRW.COM.AU/P/TECH-3. GADGETS/COMEBACK_QUEEN_VODAFONE_CHIEF_MARKETER_V9VGQERD7ROZQCFKYE8PLN 4. HTTP://WWW.LIGHTREADING.COM/SPIT-(SERVICE-PROVIDER-IT)/ANALYTICS-BIG-DATA/TELCO-BIG-DATA-MARKET-TO-THRIVE/D/D-ID/707393 There are a lot of telcos around the world and 5-10 have started doing interesting things with their data – setting up new business units to extend existing Data Warehouse management capabilities.
  27. 27. Page 27 Big Data : Some phone companies are spinning off business units whose sole focus is to extract the value in the data and sell it • Telefonica Dynamic Insights .. Is a new global business unit dedicated to identifying and finding potential opportunities for creating value from ‘Big Data’. • .. Fully anonymises and aggregates mobile network data to enable customers to measure compare and understand what factors include. • … it will combine not just user numbers over given periods but also track movements at particular locations. Telefónica notes that potential customers could include retailers looking to optimize store design, or a local council to measure the impact of, say, a free parking service for a shopping precinct. • Also helps councils measure how many more people visit their streets after the introduction of free parking • The ( Spring ) division is called Pinsight Media+, and it was first launched a year ago to sell aggregated customer data to third parties. HEAVY READING DECEMBER 2013 BIG DATA AND ADVANCED ANALYTICS IN TELECOM
  28. 28. Page 28 Big Data has been positioned as a big bang – but it’s not Telcos have had IDWs since 1990s & internet companies have used analytics for 15 years. This is just about how we can do it better. SDF • Smarter promotions • Effective churn reduction programmes • Optimal network reconfiguration • Promotion of loyalty • Cross sell activities • (In)flexible business structures and local processes ( politics. ) • Clarity of strategy. • Lack of necessary skills. • Data centricity. • Take lessons from leaner and more agile analytics models. • Partner – Bid Data is ‘Ripe for vendor support.’ • Hire / appoint a ‘Data Champion.’ • Align around self service as an intelligent point to show targeted info, Opportunities ( Some of the more obvious ones ) Barriers / Enablers Actions Key opportunity is in the effectiveness of these activities. Defining a data strategy will enable all of this. Focus on serious action with partners in the short term.

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2014 / 2015 Analysis of some trends in Australian Telco / the world generally.

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