1. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
THT10839
Telco Location Data Monetization
Big Data Industry Solution
Srini Alavala
Principal, Big Data GTM Strategy
October 26, 2015
Oracle Confidential – Internal/Restricted/Highly RestrictedCopyright © 2015, Oracle and/or its affiliates. All rights reserved. |

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Digital data is growing very rapidly
GPS
LinkedIn Twitter facebook
Credit CardMobile
Telematics
Network
Sensor
• Smart Phones grew 50 times
in 4 years
• Connected devices reach 50
Billion by 2020

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Industries with valuable data assets
• Customer Analytics
• Market Analytics
• Product Analytics
Finance Retail Telecom
Health Care Utilities
Auto

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• Customer Reference & Interaction Data • Network Location Data
4
CSPs Have Rich Customer Data
BSS Retail
SocialCreditCall Center
Web
Mobile
Network
Subscriber

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Data Isolated in Silos
BSS
Retail
Social
CreditCall Center
Web
Mobile
Network
Subscriber

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Complete view of the customers
6
Customer Analytics
Data
Integration
Data
Management
Analytics
Customer 360
BSS
Retail
Social
Credit
Call
Center
Web
Mobile
Network
Subscriber

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• 91% Telecom exec agrees that
big data is their strategic priority
• Reactive than Proactive
• Open up data for app dev
• Mobile Advertising, analytics &
m-commerce is the future
7
Need for radical business shift to face the digital revolution
Twitter facebook
Google Maps
Lost Opportunities!!

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New Revenue Source to overcome Current Challenges
8
Shrinking Revenues Network CapEx Costs Heavy Competition

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The RISE of
451 Research Study says Data
Monetization Market is expected
to reach $79 Billion by 2020!!
Verizon
Sprint
Cable Vision
Nokia

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• Improved customer profiling and
segmentation
• Improved marketing and campaign
conversion
• Reduced Churn
• Timely Offers
• Low-balance Top-Up
• Internet Bandwidth Boost
Aggregated / Anonymized
• Footfall Analytics
• Affinity / Interest / Behavioral
• Internet Profile
• Smart City Applications (Tourist/Visitors,
Mobility Patterns, Public Safety)
Oracle Confidential – Internal/Restricted/Highly Restricted 10
Internal vs External Monetization
Internal Monetization External Monetization
• Individually Targeted
• Real Time Offers
• Real Time Advertisements
• Location based Offers
• Shop at…
• Buy a coffee at…
• Buy a Recharge Offer at…

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Location Data Monetization Potential
Location Insight
Service
Application
Development
Marketing
Insights
Transportation &
City Planning
Foot fall Analytics
New Site Location

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Advanced Monetization by providing direct marketing As a Service
• Build an application to use
customer analytics along with
the subscriber location to send
real time offers
• Offer subscription to retail,
service, media companies to
send direct offers to
prospective customers.
• Ineffective mobile advertising
• Complete customer view with
location info
Challenges / Opportunities Solution
Mobile Marketing As a Service

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Improve Store Operations KPI and Customer Engagement
• Identify customers near the
target location with geo-
fencing algorithm.
• Analyze the customer
segments visiting the location
and the dwell time
• Capture behavior of the
customers visiting stores
• Compare customers and
enhance store layout
Opportunities Solution
Footfall Analytics

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• Anonymize and aggregate customer
data with network usage and
location data.
• Build a portal or API to provide
location and customer insights as a
service.
• Sell annonymized subscriber activity
data with location and demographic
info as a service
• Provide customer Insight service to
improve customer experience, upsell
& cross sell and add value add
service
Opportunities Solution
Location Insight As a Service
Generate New Revenue Streams and Improve Customer Experience

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BDD
Location Data Monetization Solution Architecture
Data Factory Data Lake Data Lab
Enterprise
Platforms
BDA
Hadoop
Footfall Analytics
Signaling/
Data Traffic
Sources
CDR/XDR
Data
15
ODI for Big Data
B B
BSS profile data
Discovery
Aggregate &
Anonymize
BDSQL
Big Data
Reservoir
On Demand Query
Mobile
Marketing
Location Insight
OBIEE
Webcenter,
FMW

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Location Data Monetization Cloud Architecture
Data Factory Data Lake Data Lab
Enterprise
Platforms
Signaling/
Data Traffic
Sources
CDR/XDR
Data
16
BSS profile data Aggregate &Anonymize
Footfall Analytics
Location Insight
Mobile
Marketing
Java

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Acquire (DATA) and Aggregate (DATA FACTORY)
Demo Step 1:
• Generated Telecom Subscriber
activity with location, call type,
time
• Extracted customer profile data
such as age, gender, calling plan,
ARPU from BSS database and
combined with subscriber
activity

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Anonymize (DATA FACTORY) & Archive (DATA MANAGEMENT)
Demo Step 2:
• Removed privacy data such as
CustomerId, Age and Home Address etc.
• Anonymize the data by grouping the
subscribers at a specific location at a
certain time with a specific age group
• Get a count for each calling plan type,
age group, device type and average
ARPU for each set

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CSP Location Analytics (DATA LAB)
Demo Step 3:
Age Distribution
Subscriber Activity
on the map
iPhone vs Android
Popularity
Among
Male & Female
Calling Plan
Usage
Gender Statistics

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Client Challenges & Solutions
20
High Volume Large Upfront Capex Data Privacy BigData Skills
Big Data Cloud Service
B Big Data
Discovery
Anonymization &
Aggregation
Standard Tools
Ex:SQL

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Identify a business
need and prove the
value of data
Monetization
Scale to other use
cases to multiply
value generated
Architect for Big Data –
Manage All Data as Capital
• Crawl, walk, run
approach
reduces risk,
increases user
adoption and
business process
integration.
• Value builds at
each level due to
integration,
efficiency and
scale.
Potential Roadmap

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Complete data management system1
Many deployment options: Public , Private
and Hybrid cloud and On-Premise
3
Very intuitive discovery and visualization tools2
Great Customer reference and Strong ISV
partners.
4
Resulting in:
New Revenue source
Improve Customer Experience
Better Business Decision-Making
Why Choose Oracle for Data Monetization?

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Visit our Telecom & Retail Industry Solutions
SBD-011 Telecom Location Data Monetization
SBD- Retail Data Driven Marketing
Oracle Confidential – Internal

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Location Data Monetization Capabilities Required
26
Data Fast Data
Events Actions
1 2 3
Streams
Data Management
Reservoir Factory Warehouse
Results
People
Data Services
Smart Things
Data Lab
Data ScienceDiscoveryData Sets
Apps
Packaged
Custom
Business
Analytics
Visualization
Reports
Raw CDR
And Network
Signaling Data
Real Time Stream
Processing of Network
Events
Fine Grained
Repository
of Location
and Usage
Data
External
Repository of
Anonymized
Aggregated
Data
Customer Profile
Data
Usage Data
Location Insights
as a Service
Portal
Aggregation &
Anonymization
Profile
Enrichment
Location Insights Product Development
Triggering of
Offers and
Ads
Business
Outcomes
Other Data
• Social
• Third Party
• Comparison
Benchmarking
• Infra Planning
• Site Selection
• Ad Location

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Location Data Monetization Oracle Footprint
27
Data Fast Data
Events Actions
1 2 3
Streams
Data Management
Reservoir Factory Warehouse
Results
People
Data Services
Smart Things
Data Lab
Data ScienceDiscoveryData Sets
Apps
Packaged
Custom
Business
Analytics
Visualization
Reports
Raw CDR
And Network
Signaling Data
Oracle Stream Explorer
Oracle Event Processing
Oracle Coherence
Oracle Big
Data
Appliance
Database
Cloud Service
/ Big Data
Cloud Service
Customer Profile
Data
Usage Data
Oracle Big Data
Discovery
Big Data
Discovery Cloud
Service
Oracle Business
Intelligence /
Cloud Service
Oracle Fusion
Middleware
Webcenter
Oracle Data
Integrator
Big Data
Connectors
DB Opts (Masking,
Adv Security etc)
Oracle Big Data Discovery
Oracle Advanced Analytics
Oracle Real
Time
Decisions
Business
Outcomes
Other Data
• Social
• Third Party
• Comparison
Benchmarking
• Infra Planning
• Site Selection
• Ad Location