Australian Telco Digital Strategy Trends 2014 / 2015 v1

AUSTRALIAN TELCO
DIGITAL STRATEGY
OVERVIEW 2014 / 2015

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

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

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.

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 ?

Trends – From 2015
to 2050

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.

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.

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 ?

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.

Trends : In 2050 – Every element of our society and our communities
from shoes, to road, to battery is actuated and full of sensors
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

Trends : In 2050 - Every element of our society and our communities
from shoes, to road, is actuated and full of sensors
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

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.

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. )

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 ?

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. )

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

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.

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 !

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.

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.

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.

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

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.

Australian Telco Digital Strategy Trends 2014 / 2015 v1

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Australian Telco Digital Strategy Trends 2014 / 2015 v1