Total Telecom World 2012 - London How can operators capitalise on the subscriber information they hold? They know who their customers are, where they are and what they are doing, so how can they make money from this? In this presentation Paul Kullich (CEO @ TUMRA) describes some of the challenges around the handling of customer data, as well as the possibilities of using new technologies like Big Data and Data Science to unlock new sources of revenue from your existing subscribers.

1. Surviving(&(Monetising(the(Data
Armageddon
Capitalising%on%your%subscribers%data
Total%Telecom%World%2012
Paul%Kullich,%CEO
tumra.com
@tumra
13th%November%2012
TUMRA%LTD,%Building%3,%Chiswick%Park,
566%Chiswick%High%Road,%W4%5YA Paul%Kullich%@PaulKullich

2. Data$Science$Agency

3. But$what$is$Data$Science?
Big$Data’s$lessor$known/hyped$cousin
Hal$Varian$(Chief$economist$@$Google)$first
used$it$in$a$McKinsey$interview$in$2009…
“The$ability$to$take$data—to$be$able$to$understand$it,$to$process$it,$to
extract$value$from$it,$to$visualize$it,$to$communicate$it—that’s$going$to$be$a
hugely$important$skill$in$the$next$decades,$not$only$at$the$professional
level$but$even$at$the$educational$level$for$elementary$school$kids,$for$high
school$kids,$for$college$kids.”
Hal$Varian,$Chief$Economist$@$Google
Person$who$is$better$at$statistics$than$any$software$engineer$and$better$at
software$engineering$than$any$statistician.”
Josh$Wills,$Director$of$Data$Science$@$Cloudera

4. Data$Armageddon
But$why$is$this$happening$now?

5. Data$Armageddon
Digital'exhaust'trail
Exponential'growth'in'data'volumes
Data'growth'rates'are'faster'than'Moore’s'Law
Severe'strain'for'existing'storage'capabilities
Realisation'of'the'value'locked'up'this'data.
'
'
'

6. Typical(Tumra
Use(Cases

7. TUMRA,'helps'...
executives)to)make)better)data)driven)decisions
companies)optimise)performance)using)data
analysts)find)the)valuable)'small)data’
build)proof)of)concept)solutions

8. Capitalising*on
Subscriber
Information

9. Internal(Focus
Reviewing(what(data(your(organisation(is
collecting(and(using(it(to(optimise(internal
operational(systems(and(processes.
(
External(Focus
Looking(for(new(revenue(opportunities(outside
the(organisation,(building(new(products,
creating(new(markets.

10. Internal(Perspective
Using(traditional(data(sources
(((
Customer)Databases
Quality)of)Service)data
Website)activity)data
Geolocation)data

11. Internal(Perspective(/(Use(Cases
Retention
Using&customer&behaviour&data&to&better&predict
user&dissatisfaction&and&churn.
&&&Massive&potential&value&driver
&&&Predictive&models&trained&on&customer&behaviour
&&&Treat&everyone&as&the&individual&they&are
&&&Use&data&across&all&cross&channel&activity
&&&Real<time&responsive
&
&

12. Internal(Perspective(/(Use(Cases
Personalisation
Deliver'a'unique'personalised'experience'when
engaging'the'operator'across'all'channels.
'
'
'
'
'
'
'

13. Future&View
The$rise$of$the$data$centric$organisation
$$$Data$driven$decision$making
$$$Data$at$the$heart$of$everything
Data$supported$Product$Development
Deliver$amazing$personalised$user$experiences
$
$
Operators$who$successfully$execute$on$this
$
$$$will$gain$significant$competitive$advantage
$

14. External)Perspective

15. External)Perspective
Looking'for'new'revenue'opportunities'outside
the'organisation,'building'new'products,'service
and'creating'new'markets.
'

16. External)Perspective)0)Use)Cases
Footfall)analysis
Hyper&local&advertising
Stores&and&offers
Civil&engineering&(public&transport,&roads,
paths)
Transport&scheduling,&train&companies?
Traffic&planning&&&optimisation
&
&
&

17. External)Perspective)0)Use)Cases
Implicit)behaviour)analysis
Where%do%they%socialise?%(bars%til%late%at
night?)
Where%do%they%shop?
How%do%they%get%there?%(car,%public
transport)
True%social%networks%calls/texts%not%Facebook
%
%
%
%

18. External)Perspective)0)Use)Cases
Other)use)cases
Insurance)(health,)car)
Outdoor)marketing
Store)positioning

19. An#Approach

20. New$Products,$Services$Approach
Create&a&set&hypotheses
Customer&validation
Find&a&sample&of&data&to&test&the&hypothesis
Low&fidelity&mockup
Iterate&continuously&based&on&feedback
Either&:=
Pivot&to&new&product&idea&or
Develop&Minimum&Viable&Product&(MVP).

21. Recap
Exponential+growth+of+'digital+exhaust'
Capitalising+on+Subscriber+Data
Internal+&+External+perspectives++
An+approach+for+new+product+creation
+
+

22. Thank&you
tumra.com
@tumra