The document discusses how mobile network operators can leverage fast and big data to generate revenue. It describes how building an integrated platform to collect and analyze all customer data in real time can provide insights to reduce churn, enable personalized marketing, and develop new data-driven services. The platform needs to bring all internal and external data together without aggregation and provide access to historical, current, and predicted data through a single query. This allows monetizing customer data through more flexible options like opt-in personalized advertising or discovery of valuable insights. The presentation emphasizes the importance of an agile approach and focusing on immediate business needs and use cases over a "boil the ocean" strategy.

1. 1© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini daniel.zini@emc.com
Fast & Big Data:
the journey from
innovative ideas
to the creation of
real value for
Telco’s
Daniel Zini
daniel.zini@emc.com

2. How Fast & Big Data is
relevant to make BIG $$$?

3. How to get 95% of revenue from advertising?
to read all their emails…
to know what they are looking for…
Through “free” services and products
to intimately know its customers…
to know their phone…
The example

4. To intimately know your customers
is the key to BIG $$$!

5. What’s the advantage of the Mobile Operator?

6. Mobile
Communication
My Companion
My Identity
My Limb

7. Mobile phones are uniquely attached to users…
The Mobile Operator is in a unique position
to be attached to its customers!

8. 90% of data in the world
created just in the last 2 years!

10. 10© Copyright 2013 EMC Corporation. All rights reserved.
The Big Data opportunity with Telco
The problems
 Huge and fast growing
amount of Mobile Data to
be delivered
 Almost flat revenue
growth (+2.3% revenue
CAGR 2012-17)
 80% of mobile data
generates only 20% of
revenue
The opportunity
 To transform mobile
data into value
– To generate revenue
– To optimise the costs of
delivering the huge
amount of mobile data

11. 11© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini daniel.zini@emc.com
A single Fast & Big Data Platform
Technology
Customer Experience
Management (CEM)
Network Planning
Business
Reduce Customer Churn
Revenue Stimulation
Improve Net Promoter
Score (NPS)
New Services
Location Based Services
(LBS)
Personalised Real Time
Marketing
M2M Big Data Analytics
The Pivotal Fast & Big Data platform for all business needs
Enables NEW use cases to fully exploit the
data in the mobile network
Enhance EXISTING use cases / applications

12. 12© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini daniel.zini@emc.com
Past:
Historic Data
Now:
Current Status
Future:
Predicted
Status
Location Usage Experience
Technology
Customer Experience Management
(CEM)
Network Planning
Business
Reduce Customer Churn
Revenue Stimulation
New Services
Location Based Services (LBS)
Personalised Real Time Marketing
RAW
DATA
REAL
TIME
Social
Media
Weather
CRM
Portal
Mobile
Network

13. 13© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini daniel.zini@emc.com
The value chain
(1) Bringing all data
together
(2) Get all raw data
without aggregation
(3) Access to the
full “time spectrum”
(4) Real Time end-
to-end process
(5) Data
monetisation
through flexible
options

14. 14© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini daniel.zini@emc.com
(1) Bringing all data together
Fast & Big Data Platform
Data Source
Application 1
Data Source
Application 2
Data Source
Application 3
Dedicated
Infrastructure
Data Source
Single Application
Dedicated
Infrastructure
Data Source
Single Application
Dedicated
Infrastructure
Data Source
Single Application
Silos of aggregated
data with
• specialised applications,
• dedicated infrastructure
and
• “distilled” data sources
All raw data available in
real time to any application

15. 15© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini daniel.zini@emc.com
(2) Get all raw data without aggregation
Data Analysis
Request
Data Collection
request
Data Collected
Data
Aggregated
Data Analysed
Result
provided
Data Analysis
Request
Data Analysed
Result
Provided
Continuous Data Collection of
raw data
Traditional
Client/Server
approach
All data is
readily available

16. 16© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini daniel.zini@emc.com
(3) Access to the full “time spectrum”
Past:
Historic Data
• e.g. your location 2 minutes
ago, 2 hours ago and 2
months ago
Now:
Current Status
• e.g. where you are now
Future:
Predicted Status
• e.g. where you are going to
be
Single Unified Query
App 1 App 2 App 3 App 4 App 5 App 6 App 7 … App n

17. 17© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini daniel.zini@emc.com
(4) Process – Real Time End-to-End
Real Time
Analytics
Real Time
Actions
Real Time
Data
Capture
All raw data
(no aggregation) Current status,
history and
predicted status
Results in Real Time to
enable monetising the
value of the data
External
Data
Network
Data
Internal
Data

18. 18© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini daniel.zini@emc.com
(5) Data monetisation through flexible
options
EMC Solution
Customer
built solution
Hybrid
Solution
Fast & Big Data Platform
“Buy” approach
EMC provides the
end-to-end
solution
“Build” approach
The MNO build its own
solution leveraging the
EMC platform (PaaS)
Hybrid approach
EMC build a solution
together with the
MNO also bringing
3rd parties as
appropriate
“Discovery” approach
EMC provides Data Scientists skills to
help the MNO discover the value within
their data

19. 19© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini daniel.zini@emc.com
The Fast & Big Data Solution Principles
AGILE
OPEN COST
EFFECTIVE
SCALABLE
Open
standards and
API’s to
interface with
each
component
Aligned to
Analytics
target
architecture
and existing
standards
Modular
platform
(only used
modules
are paid
for)
Built on
commodity
HW
Linear
scalability
to enable
infinite
growth
Agile delivery approach
Enabling very quick implementations and integration
Leverage
existing
invest-
ments

20. 20© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini daniel.zini@emc.com
The journey to the Data Driven Enterprise
Reporting
•Reporting on
historical trends
and current
business
performance
Business
Intelligence
•Provide easy
access to business
users to allow
them to quickly
gain business
insights
Predictive
Analytics
•Not only predict
the most likely
outcome, but
what's the best
that could
happen
•Standardize and
automate this
process so
decisions are
fact-based
instead of
judgment or
interpretation
With the advent of
Big Data the shift
from insight to
impact is more
important than ever!

21. 21© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini daniel.zini@emc.com
The enablers to win Big Data opportunities
Technology:
Fast & Big Data
Platform
Process:
Agile
Methodology
People:
Data Science
Innovation
Center
(DSIC)

22. 22© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini daniel.zini@emc.com
What about privacy and security?
 The opportunity for the Mobile Network Operators is
to play the trusted role of guardian of users privacy
 Only “Opted-in” users that explicitly provided their
consent to access to their data
 Anonymised data and samples
 Leveraging RSA – the security division of EMC

23. 23© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini daniel.zini@emc.com
OSS BSS
CDR’s
EDW
BI CRM Billing
Past
OSS BSS
EDW
BI CRM Billing
Full
bi-directional
data federation
Fast & Big Data
Platform
Future
Big Data to enable the transformation

24. 24© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini daniel.zini@emc.com
Some lessons learned…
 Big Data is often confused with Business Intelligence and thus
with a “traditional/legacy” approach – it is important to fully
understand and adopt the agile methodology
 Lots of different stakeholders are impacted by Big Data & Real
Time Analytics but each one is driven just by its needs / KPI’s –
there is a need for someone owning and driving the vision with
the “bigger picture”
 The need to be future proof easily risks to drive a “boil the
ocean” approach
 The central importance of the technology lead to a high risk of
being driven by technology instead of business – focus on a
combination of revenue generation and cost saving use cases

25. 25© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini daniel.zini@emc.com
Success factors to win
Fast & Big Data opportunities
Focus on the
business
needs and not
on the
technologies
Think big with
an open and
scalable future
proof platform
but start small
Start now with
an agile
approach to
get immediate
results

26. 26© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini daniel.zini@emc.com
Q&A

27. 27© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini daniel.zini@emc.com
For any further questions do not hesitate
to contact daniel.zini@emc.com
http://linkedin.com/in/dzini