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© 2015© 2015
SMART DATA
OPPORTUNITIES
1
© 2015© 2015
2
© 2015
Mobile/PC
Interactions
Business
Intelligence
Third Party
Data
BIG
DATA
3
© 2015© 2015
“The whole is greater than
the sum of its parts”
-Aristotle
Big data is not a sample data
or historic data
4
© 2015
DATA
UNIVERSE
TO EXPLODE
BY 50x
BY 2020 800EB
40,000EB
IDC, Digital Universe Study
5
© 2015© 2015
40,000,000,0
00,000,000,0
00,000bytes6
© 2015© 2015
“Facebook could not be Facebook
without Big Data technologies.”
Ken Rudin,
Analytics Chief, Facebook
7
© 2015© 2015
Facebook can predict the intelligence of user, their
political views, even their emotional stability…
helping...
© 2015© 2015
DATA INPUT
 Username
 Email Address
 Photos
 Shared Content
 Likes
 Comments
 Plugins
 IP Address
 S...
© 2015© 2015
“The sexy job in the next 10 years
will be statisticians, and I’m not kidding”
Hal Varian,
Chief Economist at...
© 2015© 2015
Google builds up vast amounts of data about the
people using it. Essentially it then matches up
companies wit...
© 2015© 2015
DATA INPUT
 Page Index
 Meta Data & Keywords
 Root of the Phrase
 Knowledge Graph Database
 Time, Locati...
© 2015
13
© 2015© 2015
“Only 4% of business leaders
are satisfied with the results
of their Big Data efforts”
Bain & Company
14
© 2015© 2015
ARE
TELCO’S
LEVERAING
BIG DATA?
15
© 2015
CONSUMER
IS SENDING
SIGNALS
© 2015
Data Usage
Current Location
ISD Usage
Roaming History
Content
Preference
Home Lo...
© 2015
USER BASE
LARGE TELCO
FACEBOOK 100Mn
GOOGLE 150Mn
175Mn
*India
88PB
DATA / MONTH
TELCO DATA TRAFFIC
17
© 2015© 2015
OR… ASLEEP
AT THE WHEEL'
ON BIG DATA??
© 2015
18
© 2015
LEVERAGING BIG DATA
Operational
Efficiency
Business
Model
Innovation
Customer
Experience
Enhancement
Precise
Market...
© 2015
LEVERAGING BIG DATA
Operational
Efficiency
Business
Model
Innovation
Customer
Experience
Enhancement
Precise
Market...
© 2015© 2015
INTENT SIGNALS = BIG DATA
21
© 2015© 2015
INTENT SIGNALS = BIG SMART DATA
22
© 2015
YOUR AUDIENCE
IS MOVING
OFF-DECK
LEVERAGE
THE VAST POTENTIAL
OF OFF-DECK
MEDIA 95%
Off Deck
23
© 2015
VSERV
(REACH)
TELCO
Data & Analytics
VSERV
Reach
24
© 2015© 2015
Vserv Smart Data enables you
to identify & target your consumer
with highly engaging personalized ads
across ...
© 2015
OFF-DECK U&R
WITH
VSERV SMART DATA
26
© 2015© 2015
CURRENT BARRIERS
Capacity
Choke Due
To
Regulations
Incorrect
Messaging
Push Rather
Than A Pull
Environment
SM...
© 2015© 2015
Off-Deck U&R With
Vserv Smart Data TM
Ankur Verma,
25Yrs
Searches for
A Racing Game
On His Mobile
Lands on th...
© 2015
U&R APPLICABLE TO
MULTIPLE SCENARIOS
DTH
Packs
Voice
Packs
Online
Recharge
Pay Per Go
Data Packs
International
Roam...
© 2015
ADVANTAGES
OF MOVING OFF-DECK
SEGMENTED
OFFERS
Offers best suited to each
user that will boost
conversion
High Valu...
© 2015
CASE STUDY
Targeting users with low prepaid account balance inducing them to
recharge their account using A top-up ...
© 2015
OUR EXISTING
TELCO PARTNERS
32
© 2015© 2015
VSERV AIMS TO CONNECT
THE EMERGING CONNECTED BILLION
WITH RELEVANT OFFERINGS
FROM MARKETERS, APP DEVELOPERS
&...
© 2015© 2015
THANK
YOU
34
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Smart Data for Telcos

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Smart Data for Telcos

  1. 1. © 2015© 2015 SMART DATA OPPORTUNITIES 1
  2. 2. © 2015© 2015 2
  3. 3. © 2015 Mobile/PC Interactions Business Intelligence Third Party Data BIG DATA 3
  4. 4. © 2015© 2015 “The whole is greater than the sum of its parts” -Aristotle Big data is not a sample data or historic data 4
  5. 5. © 2015 DATA UNIVERSE TO EXPLODE BY 50x BY 2020 800EB 40,000EB IDC, Digital Universe Study 5
  6. 6. © 2015© 2015 40,000,000,0 00,000,000,0 00,000bytes6
  7. 7. © 2015© 2015 “Facebook could not be Facebook without Big Data technologies.” Ken Rudin, Analytics Chief, Facebook 7
  8. 8. © 2015© 2015 Facebook can predict the intelligence of user, their political views, even their emotional stability… helping Facebook to sell ever-more targeted adverts 8
  9. 9. © 2015© 2015 DATA INPUT  Username  Email Address  Photos  Shared Content  Likes  Comments  Plugins  IP Address  Screen size  Time Date FACEBOOK 20BN EVENTS / DAY 30SEC RESPONSE TIME OUTPUT  Real time page analytics  Real time user targeting data for advertisers  Real time content recommendations  Social graph search  Flashback videos  Personalized Ads  Qubole Data Service for Advertisers 500TB DATA / DAY 2.5BN LIKES / DAY 9
  10. 10. © 2015© 2015 “The sexy job in the next 10 years will be statisticians, and I’m not kidding” Hal Varian, Chief Economist at Google g 10
  11. 11. © 2015© 2015 Google builds up vast amounts of data about the people using it. Essentially it then matches up companies with potential customers, through its Adsense algorithm. 11
  12. 12. © 2015© 2015 DATA INPUT  Page Index  Meta Data & Keywords  Root of the Phrase  Knowledge Graph Database  Time, Location & Language  Site Link Structure  Semantics &Synonyms  Real-time Auction for AdWords  RTB  User Details & History  Google+ ratings GOOGLE SEARCH 0.2sec TIME / QUERY 20% NEW QUERIES /DAY OUTPUT  Auto Complete  Predictive Query  Web Results  News Results  Image Results  Video Results  Relevant Targeted Ads  Knowledge Graph  Semantic Results (Related Searches) 20BM PAGES INDEXED / DAY 11.7BN SEARCHES / DAY 12
  13. 13. © 2015 13
  14. 14. © 2015© 2015 “Only 4% of business leaders are satisfied with the results of their Big Data efforts” Bain & Company 14
  15. 15. © 2015© 2015 ARE TELCO’S LEVERAING BIG DATA? 15
  16. 16. © 2015 CONSUMER IS SENDING SIGNALS © 2015 Data Usage Current Location ISD Usage Roaming History Content Preference Home Location Calling Pattern Balance Games Installed Apps Visited Websites INTENT SIGNALS Recharge Mode Handset Screen Size 16
  17. 17. © 2015 USER BASE LARGE TELCO FACEBOOK 100Mn GOOGLE 150Mn 175Mn *India 88PB DATA / MONTH TELCO DATA TRAFFIC 17
  18. 18. © 2015© 2015 OR… ASLEEP AT THE WHEEL' ON BIG DATA?? © 2015 18
  19. 19. © 2015 LEVERAGING BIG DATA Operational Efficiency Business Model Innovation Customer Experience Enhancement Precise Marketing Real-time Analysis & Decision Making 19
  20. 20. © 2015 LEVERAGING BIG DATA Operational Efficiency Business Model Innovation Customer Experience Enhancement Precise Marketing Real-time Analysis & Decision Making 20
  21. 21. © 2015© 2015 INTENT SIGNALS = BIG DATA 21
  22. 22. © 2015© 2015 INTENT SIGNALS = BIG SMART DATA 22
  23. 23. © 2015 YOUR AUDIENCE IS MOVING OFF-DECK LEVERAGE THE VAST POTENTIAL OF OFF-DECK MEDIA 95% Off Deck 23
  24. 24. © 2015 VSERV (REACH) TELCO Data & Analytics VSERV Reach 24
  25. 25. © 2015© 2015 Vserv Smart Data enables you to identify & target your consumer with highly engaging personalized ads across Vserv Cloud 25
  26. 26. © 2015 OFF-DECK U&R WITH VSERV SMART DATA 26
  27. 27. © 2015© 2015 CURRENT BARRIERS Capacity Choke Due To Regulations Incorrect Messaging Push Rather Than A Pull Environment SMS Not An Engaging Medium © 2015 27
  28. 28. © 2015© 2015 Off-Deck U&R With Vserv Smart Data TM Ankur Verma, 25Yrs Searches for A Racing Game On His Mobile Lands on the Games App Page Vserv Smart Data Ad Request By The Site TELCO Data Hashed Identifier Balance, Usage Pattern, Best Offer Just Before Downloading Ankur Sees An Ad of an Enhanced Data Pack Offer Clicks on the Ad & Subscribes the Enhanced Data Pack Offer 28
  29. 29. © 2015 U&R APPLICABLE TO MULTIPLE SCENARIOS DTH Packs Voice Packs Online Recharge Pay Per Go Data Packs International Roaming Pack 29
  30. 30. © 2015 ADVANTAGES OF MOVING OFF-DECK SEGMENTED OFFERS Offers best suited to each user that will boost conversion High Value Customers Access to customers that have the spending power to subscribe REAL-TIME BALANCE ADS Ads that are displayed to users with appropriate wallet size reduce drop-outs RIGHT OFFER & RIGHT TIME Relevance of communication at the right time boosts conversions 30
  31. 31. © 2015 CASE STUDY Targeting users with low prepaid account balance inducing them to recharge their account using A top-up app 0.6 INR per user from 20,000 users per day Also Additional Revenue from Recharges Generating an Average ARPU Of INR 0.35 Per User 0.35 © 2015 31
  32. 32. © 2015 OUR EXISTING TELCO PARTNERS 32
  33. 33. © 2015© 2015 VSERV AIMS TO CONNECT THE EMERGING CONNECTED BILLION WITH RELEVANT OFFERINGS FROM MARKETERS, APP DEVELOPERS & TELECOM OPERATORS. 500Mn+ Unique User Profiles 80+ Attributes 25+ User Personas 33
  34. 34. © 2015© 2015 THANK YOU 34

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