The document discusses how telecom companies can undergo a data-centric transformation to better leverage customer data and remain competitive. It describes how telecoms are facing new challenges like social media, mobile apps, and customer expectations of better service. It argues telecoms should shift from an app-centric to data-centric model to better integrate and scale their use of data. This will allow them to gain better customer insights and optimize areas like customer experience, new digital services, and network management.

1. Data-Centric Transformation
in Telecom
Sanjay Kumar
General Manager,
Communications & Media Industry

2. Page2 © Hortonworks Inc. 2011 – 2014. 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
sentiment & Interests
Customer Expectation:
With the cultural impact of
web and mobile,
customers are expecting
greater levels of service
and responsiveness
Competitive Differentiation:
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
Monetization
Internet Of Things:
Explosion of data from
IOT with benefits
aligned with insight not
correlated to data
volumes

3. Page3 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
DATA-CENTRIC
Old Model: App-Centric
Limitations:
• Multiple copies of data
• Difficult cross-system integration
• Upper-limit on data volumes before
harming performance
New Model: Data-Centric
Advantages:
• One version of the data
• No need for cross-app integration
• 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 shift to Data Centric

4. Page4 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
The Future of Data
Actionable Intelligence
D AT A I N M O T I O N
STORAGE
STORAGE
GROUP 2GROUP 1
GROUP 4GROUP 3
D ATA AT R E S T
INTERNET
OF
ANYTHING
Combining Data-in-Motion and Data-at-Rest
powers Actionable Intelligence

5. Page5 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
Streaming: Network
Probes, Click Stream,
Sensor, Location
Batch: Call
Detail Records
On-Line: Customer
Sentiment
Unstructured: Txt,
Pictures, Video,
Voice2Text
Clickstream
Web & Social
Geolocation
Event Records
Call Logs
Files, emails
Server Logs
Existing OSS/BSS/DWH
App 1 App 2 App 3 App 4 App 5 App 6
IOT Solutions
Analytic
Services
Network
Planning
Optimization
Contextual
Marketing
360 Customer
Awareness
Data Driven Business
DELIVERY
Personal Data Analysis &
Customer Insight Services
To Customers & Partners

6. Page6 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
Hybrid Data Fabric
Cluster 2
(Unstructured)
Cluster 1
(Structured
)
Cluster 2
(Unstructured
)
Cluster 1
(Structured
)
Cluster 3
(Structured
)
Data Center Dublin
Cluster 2
(Unstructured)
Cluster 1
(Structured
)
Cluster 3
(Structured
)
Cluster 4
(Unstructured)
Data Center Las Vegas
Cluster 2
(Unstructured
)
Cluster 1
(Structured
)
Cluster 3
(Structured
)
Data Center Bangkok
Cluster 1
(Unstructured)
Cluster 2
(Structured
)
Shared
Services
Connectivity
Application
Portability

7. Page7 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
The New Global Data-Centric Operations
HORTONWORKS
DATAPLANE
SERVICE
MULTIPLE CLUSTERS AND
SOURCES
MULTIHYBRID
Manage, Secure, Govern
DATA AT REST
Hortonworks
Data Platform
DATA IN MOTION
Hortonworks
DataFlow
Streaming: Network
Probes, Click Stream,
Sensor, Location
Batch: Call
Detail Records
On-Line: Customer
Sentiment
Unstructured: Txt,
Pictures, Video,
Voice2Text
Clickstream
Web & Social
Geolocation
Event Records
Call Logs
Files, emails
Server Logs
DELIVERY
Personal Data Analysis &
Customer Insight Services
To internal Groups
or
To Customers & Partners

8. Page8 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
Service Providers Areas of Focus
Customer Experience & Marketing
- Enhance End-to-end Experience of Customer
- RT Targeted Marketing Promotions
- Become Trusted Partner to Customer
- Awareness of customer’s needs when and where needed
New Business & Consumer Services
- New Digital & Cloud Services,
- Hadoop-AAS in Cloud Service, Analytics-AAS
- Data Monetization, Consumer Demographics
- M2M, IoT, Connected World, 5G Apps:
- Connected Car, Connected Home, Smart City
- Connected Medical Devices, Data Brokerage
Network Optimization
- Move to Software Driven Networks (NFV/SDN)
- OSS Network Assurance
- Network Build-out / Network Decommission
Customer
Network Service

9. Page9 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
Service Providers Areas of Focus – Customer Experience
• Customer Churn
• Customer 360 degree Household View
• Customer Next Best Action
• Customer Sentiment
• Dynamic Customer Profile
• Target Marketing Promotions
• Target Advertising
• Customer Experience Management

10. Page10 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
Service Providers Areas of Focus - Network
• Network Analyzer
• Network Decommissioning
• OSS Network Event Aggregation
• Set-To-Box Network Performance
• Equipment and Fleet Predictive Main
• Cyber Security
• Fraud

11. Page11 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
Service Providers Areas of Focus – New Digital Services
• Hadoop-as-a-service in the Cloud
• Data Monetization & Advertising
• Connected Car
• Connected Medical Devices
• Smart City
• Smart Home Automation & Security
• IOT/M2M
• Cyber Security as a service

12. Page12 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
Driving a Data-Centric Business
CONSUMER SERVICES
New Digital & Infrastructure Services
Data Monetization
M2M, IoT, Analytics-as-a service
Connected Communities
NETWORK OPTIMIZATION
Move to Software Driven Networks
Leverage Network Data Assets
Self optimizing and provisioning
CUSTOMER EXPERIENCE & MARKETING
Enhance End-to-end Experience of Customer
Become Trusted Partner to Customer
Awareness of customer’s needs when and where needed
DIGITAL DATA HUB – PEOPLE, PROCESS, PLATFOR
Adopt Centre of Excellence Strategy to Realize the Vision
Deliver the Capabilities needed to drive data best practices
Have best-in-class support for business and project teams
DRIVE DATA-DRIVEN TRANSFORMATION
Align your Organization to become a Data Business
Align Business with Technology
Accelerate enablement, development and growth

13. Page13 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
Social Media
Sentiment
Call Center
Interaction
Lifestyle & Interests
Streaming
Injestion
(HDF)
Streaming: Network
Probes, Click Stream,
Sensor, Location
Batch: Call
Detail Records
On-Line: Customer
Sentiment
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 Interaction Channel (CRM, Billing)
• Customer’s Sentiment (what they are saying on
social media)
– Understanding Current State of the Customer
• All key customer metrics attributes and references
within a dynamic customer profile
• Net Promoter Score (dynamically computed)
• Churn Score
• Appetite for Information & other Customer Metrics
• Target Advertising Profile
– Next Best Actions
• Context aware promotions
• Churn risk response
• Retail Store with State of the Customer
• Omni-channel correlated actions
Quality
of
Service
via
Network
Customer
Experience
Via
BSS

14. Page14 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
Customer Experience Journey with Big Data
Real-time
Event Action
based on
Customer
Context &
Location
Collection of
Data for
Customer
Insights
(Data Science)
Actionable
Insights
through
Customer
Models (BI)
Current State
of the
Customer
(Dynamic
Customer
Profile - NPS)
Analytics Insight
- Insights into the Customer
- Customer View applied to Operations
Execute Operational Insights
- Current State of the Customer
- Real-time Intelligent Action

15. Page15 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
– Enrich the Data Lake with all available
customer interaction points
– Develop and Revise the Models that
best get your customer metrics:
• Net Promoter Score, Customer Churn Score,
Appetite for Information, Customer Target
Profile, etc
Deploying Simplify Care
– Deploy the Current State of the
Customer with references and
customer real-time metrics
• Computed (ML) from the Data Lake into a
Dynamic Customer Profile that is available
across business groups and systems
– Drive Next Best Action Using Real
Time Event triggers and Dynamic
Customer Profile for Context
awareness
• Next Best Care Action
• Location & Context Aware Marketing
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. Page16 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
– Enrich the Data Lake with all network
event traffic with regional data lakes
• Align each Data lake with NOC using NiFi to
collect events from network elements
• Staged data lkae with raw events regionally
and aggregated data that are federated
across data lakes
– Deploy the Current State of the
Network with customer references
imported and network element real-
time metrics
• Computed (ML) metwork element metrics
from the regional Data Lakexs combined with
customer reference data imported from BSS
into a Dynamic Customer & Network Element
Profile that is replicated across all NOCs
– Drive real-time intelligent action using
real-time ervent triggers and Dynamic
Customer & Network Element Profile
for context awareness
• Dynamic provisioning triggering of
NFV solutions based on when and
where needed
Driving NFV from the Data
Next Best
Network
Investment
Equipment
Predictive
Maintenance
Dynamic
Network
Provisioning
Network
Decommissioning
Customer
Aware Network
Provisioning

17. Page17 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
Value in Digital Ecosystem
Enhanced Customer
Experience
- Data driven customer
insights and real-time
intelligent action
response for superior
level of service
Intelligent Enterprise Services
- New Digital Services to manage
Customer data
- Cyber Security, Analytics As a
Service, Hadoop in the Cloud,
etc.
Connected World
Connected Communities
- Combining Carrier, Customer, Partner data to
provide Insight as a Service without exposing data
directly to Partners or the Carrier
- Blockchain Digital Signatures to ensure Customers
privacy of data with audit
Connected Device
Analytics
- MiNiFi device agents
for analytics from all
devices
- Provide low cost
solution for IOT
devices through
Network Yield
Optimization
Intelligent Data Analytics Platform
Enhanced Customer Experience
Connected Device Analytics
Information Broker Marketplace
Intelligent Enterprise Services

18. Page18 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
Smart Differentiated Services Platform
Connected Car & Automotive Ecosystem
Secured
Data
Streamin
g
(HDF)
Secured
Data
Lake
(HDP)
Device
Manufacturer
Car Owner
Consumer
Auto Service
Center
Third Party Partners
(Insurance,
Smart Cities, Govt)
Cyber
Security
(Metron) Deliver
Insight
Ask
QuestionConnected
Communities
(DPS)
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: Critical Car Telematics
P2 Data: non-critical Telematics
P3 Data: Device info
Auto OEM
Network Yield Optimization
IQ
Agent
MiNiFi
SDN
Optimization
P2 &P3 Data:
transmitted
on unused capacity

19. Page19 © Hortonworks Inc. 2011 – 2014. All Rights Reserved19 © Hortonworks Inc. 2011 – 2017. All Rights Reserved
What is a Connected Community?
Multi-Party
• Across Value Chains
‐ Suppliers, OEMS, Consumers
• Across Lines of Business
• Across Geographies
Membership By Need
• Business Insight
Communities
• Commerce Communities
• Supply Chain Communities
• Etc.
Connected By Data
• Public and Private
• Historic and Real-
Time
• Cloud and On-
Premise
“A group of parties that come together to share data
responsibly for value- driven insights for each party”

20. Page20 © Hortonworks Inc. 2011 – 2014. All Rights Reserved20 © Hortonworks Inc. 2011 – 2017. All Rights Reserved
What a Smart City Connected Community Can Look Like

21. Page21 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
Insight/Benefit Provided
Example: Vehicle Collision and Repair Cycle
OEM
City
Data Provided
• Vehicle position
• Airbag deployment
status
• Recent vehicle speed
OEM
City
End-Users
Secured views of
data and insights
ASK QUESTION
DELIVER INSIGHT
Data Providers
• Control who can see
what data
• Control what data can
be combined
Connected Communities
• Emergency dispatch
information
Body
Shop
Body
Shop
• Repair quote
• Repair service opportunity
• Participation in Autobody
Exchange
• Leverage historical data for
quoting, inventory mgt.
• Repair part opportunity
• Data monetization across
ecosystem
• Awareness of accidents
and high-danger locations
• Safer cities
• Cost-effective execution
Insurance Insurance• Authorization for repair • Awareness of accident
• At-risk drivers
• More accurate risk profiles
• Fraud avoidance
• Competition-based repair

22. Page22 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
Establishing Trust – What’s Required?
End-Users
Secured views of
data and insights
ASK QUESTION
DELIVER INSIGHT
Data Providers
• Control who can see
what data
• Control what data can
be combined
Connected Communities
✓ Data access across systems
• Each data provider shares specific data assets and
defines specific data sharing rules
✓ Controlling who sees what
data
• Each data provider precisely defines which end-
users see their data throughout the data lifecycle
✓ Data audit across the ecosystem • Each data provider can track data usage across the
data lifecycle, including the data’s origin, where it is
used, and how it changes over time

23. Page23 © Hortonworks Inc. 2011 – 2014. All Rights Reserved23 © Hortonworks Inc. 2011 – 2017. All Rights Reserved
Connected Communities Will Drive the
Value of the Connected World
Connected Communities

24. 24 © Hortonworks Inc. 2011 – 2016. All Rights Reserved
Thank You Sanjay Kumar
General Manager Communication &
Media, Hortonworks
 m: +1-408-309-3805
 e: skumar@hortonworks.com
 Twitter: SMKumar1967