Hadoop Summit 2015

1. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Harnessing Hadoop Disruption
A Telco Case Study
Ashok Prasad – Manager, Big Data IT
Shivinder Singh – Senior Big Data Enterprise Architect

2. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 2
• The best, most reliable networks in the industry
– The largest U.S. wireless company with the
largest 4G LTE network
– The largest all-fiber network in the U.S.
– One of the largest, most reliable and secure
global networks
• #16 on the Fortune 500 (2014)
ABOUT VERIZON
Using technology to address big challenges
Verizon Innovation Center in San Francisco, CA

3. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 3
• Largest wireless company in the U.S.,
with 108.2 million retail connections
• Largest 4G LTE network in America
– First tier-one provider in the world to build
and operate a 4G LTE network
– Available in more than 500 U.S. markets,
covering more than 98 percent of the
population
• Unsurpassed customer loyalty,
profitability and cost efficiency
VERIZON WIRELESS
The most advanced wireless technology and services

4. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 4
• Creating a platform for long-term growth for our
customers, shareowners and society
• Using our talent and technology to address
society’s biggest challenges
• Focusing on finding new ways our technology
can improve healthcare, education and energy
management
• Focusing our philanthropic resources on
becoming a channel for innovation and social
change
DEDICATED CORPORATE CITIZEN
Applying innovative technology to social issues

5. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 5
• Training magazine: #1 for best training
program 2014
• Diversity MBA magazine: Top 100 under 50
Diverse Executive & Emerging Leaders 2014
• Working Mother magazine: Among the Best
Companies for Multicultural Women – 9
straight years
• Military Friendly: Top 10 Military Friendly
Employer 2015
• Careers & the disABLED Magazine: Top 50
Employer 2015
A GREAT PLACE TO WORK
Providing a rewarding culture and great careers

6. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 6
Big Data in the Enterprise
As the enterprise masters Big Data, it will become part of the enterprise solution framework

7. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 7
Shrinking the Interval from
Customer Event to Action
Analyzing
Reporting
Predicting
Operationalizing
Activating
WHAT happened?
WHY did it happen?
WHAT is happening?
What WILL happen?
MAKING it happen!
Batch
Ad Hoc Analysis
Analytics
Continuous Updates / Short Queries
Event-Based
Triggering
Understand Change Grow Compete Lead

8. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 8
Components of Big Data Architecture
Data Scientists,
Data Analysts,
Business Analysts
Unstructured
data
eChat, Social Media,
CSR Notes, Audio,
Video, E-mail, etc.
Non-Traditional
structured data
ClickStream,
Device Logs, Data
Records, etc.
Traditional
structured data
Customer Profile,
Sales Transactions,
Billing History, etc.
Modern data architecture enabling data science and advanced analytics

9. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 9
Business Users
Execute analytics with an intuitive
and visual interface. Easily
leverage and operationalize
results.
Data Scientists & Analysts
Model and analyze data, discover
and share insights.
Computer Scientists
Develop and support of data
loads, processing, and platform
operations.
Users of the Big Data Platform
Business value delivered through skill-based mapping to users to the unified data architecture

10. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 10
What is a Customer Journey?
Understanding the path a customer takes and touch points they experience along the way

11. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 11
Cross Channel Analytics is fundamentally changing how we observe customer journeys across multiple channels,
isolating improvement opportunities to enhance the overall experience and drive cost-savings back to the business
Customer-centric cross channel analysisChannel-centric analysis
performed in silos
• Primary Objective: Channel-specific improvement
opportunities
• Data Focus: Narrow; 2-channel
• Analysis: Transaction-Oriented
Web Retail
Store
IVR Call
Center
Cross Channel Analytics Team Focus
Web Call
Center
Web Analytics
Team Focus
IVR Call
Center
IVR Analytics
Team Focus
Call
Center
Retail Analytics
Team Focus
Retail
Store
• Primary Objective: Enhancing overall customer
experience regardless of channel
• Data Focus: Broader; all channels
• Analysis: Customer Journey Mapping
Changing the Way We Look at Customer Journeys
Comprehensive Customer Experience Analysis Across ALL Channels

12. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 12
Thousands of
Interactions/Month
Millions Interactions/Month
IVR, Care, Web, Mobile, Retail
Billions Interactions/Month
IVR, Care, Web, Mobile, Retail
Network, Surveys, Chat, Voice, Text, Executive
Relations, Social, Marketing
Evolution of Cross Channel Analytics
with Big Data
Handset
MyVerizon
Web
MyVerizon
IVR(s)
ACSS
Retail
(PoS /
Express)
Customer
Customer
IVRs
Call-in Rate
Reduction
Self-Service
Coversion Increase
Agent Productivity
Increase
Outcomes
Cross Channel
Single
Channel
Multi-Channel
Handset
MyVerizon
Web
MyVerizon
IVR(s)
ACSS
Chat
Sales & Service
NPS, Chat
Exec Relations
Social
Media
Network
Exp
Retail
(PoS /
Express)
Customer
Improved Customer
Experience
Cross Channel Expansion Targets $M’s in OPEX Opportunity and Improved Customer Experience

13. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 13
Big Data Governance
Marketing
Customer
Service
Supply
Chain
Process
Engineering
Finance
Sales
Operations
App
Teams
Sys
Admins
Cloud
Services
EDW/BI
Big
Data
Core
Team
 System Governance for Multi-
Tenancy
 Big Data Product Standards  Data Governance
 Design & Development Standards
 Program
Management
 Architecture
Review Board
 Data Security & Access
Control
 Metadata
Management
 Cross-Functional
Teams
 Knowledge Portals
 Big Data Champions
 Common Source Code Management
 Audit Log

14. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 14
Exploring Disruptive Technologies
• Initial Reaction: Avoid Disruptive Technologies
– We have no expertise in the new technology
– Headcount will not increase to support this
– Untested at the enterprise level
– Where do we get support if it does not work?
– How do we train?
• Primary Objective of IT:
– Keep the lights on
– Focus on SLA
– Multi Site Applications
– Lean MTTR
– Business Enabler

15. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 15
Oracle & VCS Oracle ASM & JVMDBA
Build DB
SA
Raw Disk
NFS
VCS
ZFS
SA
Raw Disk
DBA
ACFS
ASM
Build DB
Load JVM
DBA
HDFS
ACFS
Java DB
Build DB
SA
NFS
VCS
ZFS
Raw Disk
Big Data
Oracle RDBMS
NoSQL, Berkeley, Unbound ID
ASM / Cluster Ware / RAC / ACFS
MySQL / SQL Server
2004 2006 2008 2010 2012 2014 2016
Evolution / Revolution
Hadoop, Mongo, Cassandra,
Graph, Elastic Search, Exadata

16. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 16
Hadoop 1.3 Architecture

17. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 17
Hadoop 2.x Architecture

18. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 18
Millions of Terabytes per month Total Cost of
Ownership Focus
• Hardware & Software
– Turning Innovation into Products
– Improving system performance
– Accommodate Future Growth vs. System Usage
• People
– Unlearning the old and assimilating the new
– Cross Training on Multiple skill sets
– A focus on process engineering
– System Processes Automation0
0.5
1
1.5
2
2.5
3
3.5
4
2009 2010 2011 2012 2013 2014
Central and Eastern Europe
Middle East and Africa
Latin America
Japan
North America
Asia-Pacific
Western Europe
Technology Challenges

19. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 19
Once Upon a Time There Was a Table…
• Before…
– Historical & Current data for every phone every customer ever had!
– One Oracle Table housing 900million rows / 6 Terabytes
– No partitions
– Growth is unlimited - No purging or archiving
– Utilized by customer care service representatives
• After…
– Use Hadoop Technologies to house the historical data
– Use Java Berkeley DB technologies to store the most current view
– Drop an unmanageable relational non scalable table
– Built in scalable replication vs. add on products
– Horizontal scalability
Reduced Storage from 6T ~ 2.5T

20. Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 20
You can reach us at
ashok.prasad@vzw.com
shivinder.singh@vzw.com
Q & A
Go to www.verizon.com/about/ for more information and news about
our company, social responsibility, investor relations and careers.