Enhance Subscriber Growth with a Modern Approach to Network Planning
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Enhance Subscriber Growth with a Modern Approach to Network Planning
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Enhance Subscriber Growth with a Modern Approach to Network Planning
- 1. Enhance Subscriber Growth with a Modern Approach to Network Planning
- 2. Today’s speakers Tim McKenzie Solution Architecture Director, Precisely Danny Engle Senior Account Executive - Telecommunications, Precisely Jim Hodges Research Director, Heavy Reading
- 4. Our software, data enrichment products and strategic services deliver accuracy, consistency, and context in your data, powering confident decisions. of the Fortune 100 99 countries 100 2,500 employees customers 12,000 Brands you trust, trust us Data leaders partner with us 4
- 5. Data Integration Data Observability Data Governance Data Quality Geo Addressing Spatial Analytics Data Enrichment Break down data silos by quickly building modern data pipelines that drive innovation Proactively uncover data anomalies and take action before they become costly downstream issues Manage data policy and processes with greater insight into your data’s meaning, lineage, and impact Deliver data that’s accurate, consistent, and fit for purpose across operational and analytical systems Verify, standardize, cleanse, and geocode addresses to unlock valuable context for more informed decision making Derive and visualize spatial relationships hidden in your data to reveal critical context for better decisions Enrich your business data with expertly curated datasets containing thousands of attributes for faster, confident decisions Capabilities: Cloud Services Data Integrity Foundation Securely connect on-prem, cloud, and hybrid environments to the Precisely Cloud Integrate any Data Integrity Suite capability with existing workflows A shared metadata catalog that enables Suite modules to build value together
- 6. Telecom Trends in 2023 Strategic Objectives 6 Strategic Priorities: Accelerate our network build Deliver new best-in-market products to meet customer demands and increase penetration in our fiber footprint Deliver an exceptional experience throughout the customer journey Human by exception Key Capabilities Required: • Understand market potential in detail and make the right location decisions • Cover the total addressable market in each geography • Target the right businesses and consumers with offers that are compelling offerings to them – both for Customers • Make the right decisions on product pricing, promotion, and provisioning • Provision the service profitably • Deliver high-quality service profitably Decisions: Where to build? Who is the Customer? What to offer them? How to provision profitably? Delight with Quality Service
- 7. Billing, CRM, Design are siloed systems creating data quality and accuracy challenges. CSP’s have evolved through mergers and acquisitions creating data challenges. Costly validation when trying to resolve data issues through Physical inspection. Inaccurate calculation of doors passed to support engineering, fielding and operations. Lack of customer context (insight) into business/residential and pre-scored prioritized areas to market to known property types, all the subunits to Increase revenue. 7 CSP Challenges with Network Planning & Growth
- 8. Operationalizing Location Data to Gain a Competitive Edge in Telecommunications 8 Are you building in the right place? Are you marketing to and servicing the right people? Are you delivering the promised service?
- 9. Leverage Deep Location Intelligence 1 Ensure trusted data insights ROI 2
- 10. Everything begins with an address (location)
- 11. Several processes are limited in the capabilities leading to severe operational inefficiencies 11 1. Generate target prospect list 6. Cross and Upsell 2. Sales and marketing 5. Customer Service/Satisfaction 3. Network planning, design, and rollout 4. Provisioning and Billing Limited awareness of homes passed and greenfield locations Case in point: • XXM serviceable locations in XX State • Number of HOA/Condo determined manually at 1 hour per location: • Estimated time: 1.5 Million hours • Estimated cost: $XXM at $42/hr Manual analysis is tedious due to poor identity & location resolution No unique ID leveraged Uncertainty in primary and secondary address relationships leading to confusion around multi family locations Lack of trust in data sources due to a varying degrees of accuracy and completeness leading to unsuccessful campaigns Suboptimal decisions on where to build Higher costs of build due to poor location accuracy and buildings that need to be tied in Lack of ownership resolution Costly confirmation when trying to resolve data issues through Virtual and Physical walkout efforts. Network planning: Truck rolls or walk out - interruption in service NPS goes down Ineffective use of enrichment and geo- addressing data makes it hard to cross and upsell Need improved tools and process to differentiate between commercial and residential customers Bills sent to wrong addresses and emails- result in higher DSO and collection costs https://en.wikipedia.org/wiki/Co x_Enterprises High recovery costs for Customers receiving less bandwidth than they are paying for cost Correct address matches in billing and designsystems leads to capacity misalignment in network (under delivery of bandwidth to premium service customers and over delivery of bandwidth to low-paying customers) Inaccurate information on customer address leads to negative impact on NPS Service issues lead to customer churn Field collected locations are incomplete and hard to resolve to known serviceable locations Lack of householding leads to new services being provisioned to the same location & customer for discounted rates Suboptimal penetration rates at multi family and/or multi tenant locations
- 12. Common Address Challenges Name AddressLine1 City State ZIP Code Phone Email Bob Williams 15 Jones Avenue Newton MA 2106 617 555 0000 bob.williams@yahoo.com Robert Williams 15 Jones Av. Newton MA 02458 617.555.0000 bob.williams@yahoo.com Julie Peters 4535 COMMERCIAL DR NW HARTFORD NY 13413-6208 (770) 304-1896 mstephens6@sciencedirect.com Maria Stephens 3045 ROUTE 50 SARATOGA NY 12866-2919 (770) 304-1896 mstephens6@sciencedirect.com Duarte Cardenas 2 Gold St., Apt 3C New York NY 908-992-9929 cardenas2018@gmail.com Lalo Cardenas 2 Glod St., #3C 10038 9089929929 cardenas2018@gmail.com Yorath Cardenas 2 Gold #3C New York 10038 (908) 992-9929 cardenas2018@gmail.com Burkes, Mike & Ida 71 Jones Ct Nweton MA 02458 mburkes@gmail.co m 617-532-9550 Jaardin 1851 BRUCKNER Boul BRONX NY 10472-6502 (208) 753-0678 lfreemang@scientificamerican.com جاردين فريمان 1851 BRUCKNER place BRONX NY (950) 560-1865 fbennetth@g.com جاردين فريمن 1851 Brukner Bvd 10472-6502 (208) 753-0678 lfreemang@scientificamerican.com Address: Incorrect, Non-Standard, Incomplete Postal Code: Incorrect, Incomplete, Missing Non-Standard formats Mis-fielded data Missing Data Typos Multiple Names Non-English Characters Non-Standard Names Duplicate Records
- 13. Understanding the Complexity of an Address 4750 WALNUT ST STE 200 BOULDER CO 80301-2532 Local Addressing Authority, E911 & USPS Building Owner USPS & City Government “An address is a multi-field labelling system where each field is owned and maintained by different entities, these fields frequently change independently…and because the address itself has multiple purposes, it is necessarily highly fault tolerant and therefore utterly unsuited to computerization” Federal & State Governments USPS
- 14. A location-centric approach to puts data driven decisions in your control. 03. Analyze Apply Data Science at scale to gain a competitive advantage. 02. Enrich Leverage trusted ID to join massive amounts of your own and 3rd party data sources . 01. Organize Assign a trusted ID that is unique and persistent to each address.
- 15. Precisely location precision vs. other solutions 15 Other solutions 709 N Walnut Ave 705 N Walnut Ave 703 N Walnut Ave 118 E Florence Blvd 116 E Florence Blvd Precisely Trusted address location accuracy: • Reduces cost variance risk • Solidifies trust in network design • Drives penetration downstream
- 16. Geo Addressing Type Ahead Addressing Geocoding 350 Jordan Road Troy NY Standardization & Parsing 350 Jordan Rd Troy NY Append Missing Information 12180 - 8352 DPV Y DPVNoStat N PreciselyID P0000GL638OL 350 Jordan Road Troy NY Location Accuracy Insights Location Code: AP05 Match Code: S800 Geocoder Match: S8HPNTSCZA Census Block ID 360830523011009 Latitude 42.678129 Longitude -73.699929 PreciselyID P0000GL638OL Refined Matching: Trusted referential data Postal Enrichment: Is the address mailable… Location Enrichment: Where is the address…
- 17. Leverage Deep Location Intelligence 1 Ensure trusted data insights ROI 2 Cleanse & locate subscriber addresses 3
- 18. PreciselyID Operational Efficiency through Unique ID Relationships • Complete and standardized list of addresses • Property type • Primary or secondary address • Business name • SIC & NAICS codes • Trade division • Brand hierarchy • Year built • Number of stories • Vacancy • Land Use • Ownership details • Property location, centroids and boundaries • Spatial analysis and display • Right of Way • Validate addresses from various data sources • Assign accurate location • Assign Unique Identifier • Mailability • Footprint boundary • Square footage • Building type • Elevation • Unique ID relationships • Address • Parcel • Buildings • Property Attributes • Points of Interest • Serviceability • Serviceable = Y/N • Land use category • Building descriptors (MDU, MTU, MXU)
- 19. 19 Service & network planning requires accuracy… 6721 E McDowell Rd Scottsdale, AZ 85257 • Business • MDU • Polynesian Paradise Condos • Condo Association • Owner • 24 Buildings • 136 Property Boundaries • 186 Secondary Addresses • Residential • Census Data • Blockgroup: • 040132181001010 • Population 12k • HH Med Income: $109k • Under Index for Crime • 68th St • Secondary Hwy • 67th St, Loma Linda Dr • Local Route • Traffic Counts • 300, AM • 432, PM • Neighborhood: Indian Bend • Assigned Schools: • Coronado High School • Tonalea K-8 School • Business: POLYNESIAN PARADISE CONDOMINIUM ASSOCIATION, INC
- 20. Leverage Deep Location Intelligence 1 Ensure trusted data insights ROI 2 Cleanse & locate subscriber addresses 3 Access breadth of 3rd party data to improve data driven decisions 4
- 21. Property Relationships What is it? • Property Graph efficiently exposes relationships between data about buildings, parcels, property attributes, addresses, and points of interest • With Property Graph, a connected and current view of properties can be readily accessed and directly integrated with business processes • Property Graph uses the persistent, unique identifiers that are included in each Precisely data product to join datasets for efficient enrichment 21
- 22. Connected data is more powerful and interoperable • Network Analysis • Planning & Design • Customer Experience • Marketing Consolidated Comm. Data U Address Parcel Prop Atts POI Building
- 23. The Complex Reality Linking through Unique Persistent Identifiers – Property Relationships 8 Addresses: • 6200 S Gilmore Rd, Fairfield, OH • 6120 S Gilmore Rd, Fairfield, OH • 6120 S Gilmore Rd Ste 150, Fairfield, OH • 6120 S Gilmore Rd Ste 200, Fairfield, OH 8 PreciselyID’s: • P0000HYPD80Q • P0000HYZMV57 • P0000HYPD80R • P0000HYPD80S 6200 S GILMORE RD, FAIRFIELD, OH 4 Buildings: • B000CTPYF8L8 • B000CTPYF99M • B000CTPYF63D • B000CTPYF656 • P0000HYQK2ST • P0000HYPD80P • P0000HYPD80O • P0000HYPOIVL 5 Parcels: • 102672217 • 102758578 • 102786693 • 102786694 • 102556839 • 6120 S Gilmore Rd Ste 203, Fairfield, OH • 6120 S Gilmore Rd Ste 204, Fairfield, OH • 6120 S Gilmore Rd Ste 400, Fairfield, OH • 8685 Winton Rd, Cincinnati, OH 26 Points of Interest: • D000PISCYAUE • D000PISJWRQA • D000PIVA7GJ1 • D000PISEUVXF • D000PISO8X7T • D000PISKP2SD • D000PIT0MFHX • D000PISKGOT3 • D000PISVLY9B • D000PISUA7CJ • D000PISGFU1V • D000PISG3XSE • D000PISMIU72 • D000PISG0YSZ • D000PIT0RIZ8 • D000PISWRPRZ • D000PISWIKN3 • D000PIXAJBDJ • D000PIWZX5LU • D000PIWKSHJ5 • D000PIXP2VZD • D000PIXOHTCA • D000PIXSON2E • D000PIXW3CLI • D000PIY4I0ZX • D000PIXVP1XB Address Parcel Prop Atts POI Building
- 24. Property Relationships– 6200 S. Gilmore Rd. Primary Parcel - Yellow Related Parcels - Blue Primary Buildings - Yellow Related Buildings- Blue
- 25. Owner Name: GEORGIAN INVESTORS LLC 8750 Georgia Ave – OWNERSHIP ANALYSIS Property Attributes ID A000PL0IVRB5 NEW Owner Name CP4 SILVER SPRING LLC NEW Apt Name The Point at Silver Spring Seller GEORGIAN INVESTORS LLC Sale Date 05/10/2021 Buyer Name CP4 SILVER SPRING LLC Buyer Address 2082 MICHELSON DR FL 4, IRVINE, CA, 92612 Tax Address 2082 MICHELSON DR FL 4, IRVINE, CA, 92612 DPV Confirmed Phone Number (301) 563-1010 Website www.arrivesilverspring.com Number of Subunits 891 PROPERTY INSIGHTS via the PROPERTY GRAPH Address 8750 Georgia Ave PreciselyID P0000B2L2JF8 BuildingID B000CTRPQXKY ParcelID C000CU7M30CU Points of Interest ID D000PISJTCLY Property Attributes ID A000PL0IVRB5
- 26. Leverage Deep Location Intelligence 1 Ensure trusted data insights ROI 2 Cleanse & locate subscriber addresses 3 Access breadth of 3rd party data to improve data driven decisions 4 Enable organizational alignment and save time 5
- 27. Location Data Business Opportunities 27 Key topics Business opportunity Serviceability Upsell strategies in certain regions based on services availability and demand Customer Insights The low hanging customer requirements integrated into marketing strategies Customer Experience Which services will business and consumers pay a premium for – in which locations? Which services differentiate a CSP from competitors? Self-Provisioning Portals Which services will business and consumers provision via a portal – in which locations ? Monetization Predicting new service success by region by demographic Subscriber Growth Which region/regions will drive subscriber growth and why? The 5G Impact Leverage location data in 5G networks in innovative ways (e.g., sliced based services)? Location data accuracy, consistency, and context is critical for digital transformation
- 28. Value Discussion
- 29. ROI Value Sample $1,909K $2,310K Benefit $1,909K $2,310K Increased sales through expanded addressable market-size $201,239 $201,239 Increased sales through improved targeting of consumer customers $637,523 $796,903 Increased sales through improved targeting of commercial customers $535,429 $669,286 Reduce cost to serve $261,700 $314,040 Reduce capital expenditure $273,800 $328,560 Increase federal grants $XY M $XY M Estimates are based on Telco customers experience and value realization with Precisely Solutions
- 30. Calculation Details (Example) 30 Value Driver: Value Driver: Margin contribution from increased sales through expanded addressable market-size • How Precisely does this: Precisely’s Multi-level solution helps achieve a comprehensive view of a property • Further lift through the MDU and POI data enhances understanding of the addressable market • Calculation: • Current revenue: E=A*B • Number of Addresses: C=B/D • New number of customers: G=F *D • New revenue: I=A*G Calculation of the value added (Source Frontier Annual Report 2022) Conservative A ARPU Fiber broadband Consumer Customer 62.45 B Number of Fiber broadband consumer customers 1,575,000 C Current number of addresses 3,500,000 D Penetration/ Conversion rate of the addressable market to revenue 45% E Current revenue from fiber broadband customers 98,358,750 F Uplift in addresses provided by Precisely (assumption) 2% G New number of target addresses 3,570,000 H New number of customers 1,606,500 I New revenue per penetration rate and ARPU 100,325,925 J Increase in revenue through greater addressable market 1,967,175 K Net operating profit increase 201,239
- 31. Leverage Deep Location Intelligence 1 Ensure trusted data insights ROI 2 Cleanse & locate subscriber addresses 3 Access breadth of 3rd party data to improve data driven decisions 4 Enable organizational alignment and save time 5 Real world ROI calculator
Editor's Notes
- Jim Present
- Danny
- Danny Present Transition to Tim
- Tim Present
- Danny Present
- Danny Every TELCO is going to be making huge investments in infrastructure. You’re going to make those investments. The question is whether you’re going to make the right ones. The answer to that will depend on three things: are you building in the right place, are you marketing to and servicing the right people, and are you properly provisioning the service? It doesn’t take much to figure out what happens if it goes wrong. You build in the wrong place and a building interferes with your signal, and you lose customers. You don’t understand your audience and how they use their devices, and as a result you don’t have enough bandwidth in the right spot, or you have too much where you don’t need it. You lose money. You provision poorly and waste a 200-300 dollars every time you send a crew out to see why a wireless signal isn’t working inside a home as advertised. You lose customers and money—one service call at a time. Again…the issue with using second person seems accusatory. It’s the wrong tone. I’m happy to turn this over to the wisdom of the committee. I absolutely understand the concern here. On the other hand, rational drowning is the moment in challenger when it pays to be a bit more confrontational.
- Danny Present
- Danny Present transition to Tim
- Tim
- Tim Big Build Slide
- Tim
- Tim Leads to matching, confidence in mathcing
- Tim
- Tim
- Tim – Multiple Build Danny – Comment and then keep going Problems – mergers and acquisitions In addition to quantifying the number of addresses, buildings and unique boundaries, this complex exists in a school district, in a neighborhood and there are known facts about this location that could be valuable. AM and PM traffic, Household Income. There is a business at this location – The Condo Association.
- Danny So utilizing that Precisely ID that is returned from our geocoding services, we can connect our datasets. We make this easy in many ways but one way we see Telecom utilizing this is through the property graph. Property graph is a way of efficiently exposing relationships between data about buildings parcels, property attributes addresses and points of interest. In this diagram on the left you can see how a building might span across 2 parcels and have 4 addresses. This complexity is easily understood with the property graph… Some business challenges we hear often Property features are not always a straightforward relationship. For example: Multiple buildings may exist on 1 parcel Multiple addresses may be in a single building A building may span more than 1 parcel Uninformed decisions and missed opportunities due to missing property-related insights Inability to effectively assess risks beyond an address Broadband and infrastructure initiatives limited by lack of visibility Vast amounts of time and money are required to identify and maintain these relationships in property-related datasets
- Danny Transition to Tim So you might have a dataset with all you customer addresses, but no information about those addresses, what type of building it is, how many units, if it’s a commercial property and you also don’t have a list of addresses you don’t have. So by geocoding it and returning a precisely id, it can be joined to our address fabric, the most complete and current inventory of nationwide addresses and Multi-sourced to pick the ‘golden’ record, and pre-geocoded to the highest precise coordinate location. So that way you enrich your dataset to understand which buildings are commercial butt also the number of employees, the phone number etc which could be helpful for billing or marketing or network planning, determining how much fiber to build.
- Tim The more common and valuable properties have tens if not hundreds of businesses and addresses scattered across apartment complexes, Condo associations, Campuses of all shapes and sizes, from schools to college, healthcare systems to office parks that could be a blend of office functions and processing or manufacturing. This is an example of the insight gained by the combination of a Unique IDs and Spatial Processing. Here we can see 8 Addresses, 26 Points of Interest, 4 buildings and 5 parcels. A really important distinction to make here is that with this interoperable approach and ecosystem. The starting point of an investigation can be anywhere. We can start with a business name or an address or tax ID. We can start with an APN for a parcel, or an address and through relationships we can connect to additional addresses at the same location. Businesses, Buildings, Property Ownerships information and much more.
- Tim In this slide we can see that this 6200 S Gilmore Rd location is connection to Parcels and Buildings that are not Co-located. This may result in a missed opportunity or confusion without these relationships exposed in the property graph. These related parcels share a common tax address and ownership and this is exposed
- Tim So here we see the insights returned via the property graph, we have an address, the PreciselyID returned via the address, the building id and parcel id associated to that address and the points of interest id- indicating a commercial perperty and also a property attributes id. Via the property attributes id we can glean historical attributes as well. This is how we identify Ownership change – Here we can see that a property has changed hands from Georgian Investors LLC to CP4 Silver Spring LLC. This can be helpful billing and also identifying a new potential customer and what services to provide.
- Tim transition - summarize areas of value
- Tim Transition to Danny
- Danny Present
- Danny Present
- Danny summarize and close out