fueling your business on big data, alone! -...
TRANSCRIPT
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Fueling your Businesson big data, alone!
Nikos Tsantanis
Senior Product Marketing Engineer
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“On the Threshold of New Business Models”
“The future is a place where our children
4 work for companies that don’t yet exist,
4 which create products that don’t yet exist,
4 that solve problems that don’t yet exist.”
Keith Willetts, TM Forum
This future is now!
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Old Challenges – New Solutions
4 Decreasing ARPUs
4 OTT
cannibalization
4 ‘Dumb pipe’ risk
Shrinking Revenues
4 Root Cause
Analysis
4 Service Mgmt
4 Proactive Planning
Network Capex/Opex
4 Customer loyalty
4 Augment QoE
4 Get into
subscribers’ minds
Customer Experience
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Old Challenges – New Solutions
Photo Credit: © Nigel Holmes 2012 / from The Human Face of Big Data.
Telecom & Media companies are transforming – fast – into data companies
CSP DSP
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Big Data Use Cases that Fuel your Business
From Churn Prediction to Churn Prevention
ValueStreams: Subscriber Telco Analytics Monetization
IPTV Recommendation Engine
Next Generation NOC
1
2
3
4
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From Churn Prediction
to Churn Prevention
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The Ultimate Churn Prevention Strategy
4 Break all customers into
‘segments of one’
4 Assess churn probability for
each subscriber
4 Auto-trigger personalized
‘Next Best Action’
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Churn Prevention with Big Data
Turn ‘churn suspects’ to ‘operator advocates’
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ValueStreams
Subscriber Telco Analytics Monetization
2
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ValueStreams: Telco Analytics Monetization
ØCDR/EDR
ØLogs
ØTraffic
ØCRM Profiles
Capture
Enrich
ØGeolocation
ØDemographics
ØSocio Economic
SaaS
ØAnonymize
ØAggregate
ØVisualization
Resell
ØRetailers
ØTransport Operators
ØShopping Malls
ØEvent Organizers
ØGovernment
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Example: Telefonica Smart Steps
Measure, compare & understand what factors influence the people visiting a location at any time
Video: http://dynamicinsights.telefonica.com/content/themes/O2-Theme/videos/Telefonica_Smart_Steps_Final_SD.webm
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IPTV
Recommendation Engine
3
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The Power of Recommendation Engines
4 User engagement
4 Cross- / up-selling
4 Customer satisfaction
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IPTV Recommendation Engine
EPGClickstreams VoD History
Metadata
EnrichmentR
eco
mm
end
ati
on
s
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IPTV Recommendation Engine - Benefits
4 Surprise customers with content they like and didn’t know it was there
4 Sell long-tail content4 Increase spontaneous purchases
4 Tune engine to promote high-revenue or low-cost content
4 Predict customer preference trends and order in advance from content providers
Customer Experience
Additional Revenues
‘Targeted’ Recommendations
Timely Content Acquisition
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Next Generation
Network Operations Center (NOC)
4
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Challenges of ‘traditional’ NOCs
Image credits: commons.wikimedia.org
4 Data Silos:
4 Consolidated reporting:
4 Cross-domain correlation:
4 Data Volume:
4 Proactiveness:
How can Big Data transform NOC?
Different systems for Fault, Performance, QoS, SLA Mgmt, …
Network, Service, Customer
e.g. voice with IP network
Sampling of selected data sources
Predicting & preventing faults
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New Generation Big Data NOC
4 Huge, scalable storage4 Mass Processing Capacity4 Pattern Detection & Prediction4 Actions vs. Intelligence4 Reporting & Visualization
Network
OSS
BSS
…
Dashboards
Reports
Alerts
Triggers
ALL Sources
Complete Data
NO SamplingReal-Time
Actions
Information Delivery
Cross-domain correlationsAuto Root Cause Analysis
Predict Net FaultsOptimized Network Planning
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Intracom Telecom’s BigStreamer Solution
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End-to-End Customer Value Management
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