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David Akeroyd.

Head of OSS Architecture

Telefonica UK

June 2013

Operational Intelligence

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Who is Telefónica ?

You know us better as

• O2 is the commercial brand of Telefónica UK Limited and is a leading

communications company with over 23 million customers as well as owning

half of Tesco Mobile.

• O2 employs over 11,000 people in the UK, has 450 retail stores and

sponsors The O2, O2 Academy venues and the England rugby team.

• Telefónica UK Limited is part of Telefónica Europe plc which uses O2 as its

commercial brand in the UK, Ireland, Slovakia, Germany and the Czech

Republic.

• Telefónica Europe is a business division of Telefónica SA.

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A few facts about our network

• O2 runs 2G and 3G networks.

• 125 million calls a day.

• 170 million text messages per day.

• Not getting any smaller (heading for 18,500 sites!).

4G is taking off: aiming to reach 98% of the population up to 2 years

earlier than the regulatory requirement and was the first to trial

4G/LTE, reaching speeds of over 100Mpbs.

We invest the equivalent of £1.5 million a day in our network

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..and OSS is what exactly?

• Operations Support Systems:

• The systems that give visibility of the state of the Network and IT,

supporting infrastructures and Services to our customers.

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The Challenge

There are many challenges facing Communications Service Providers, but

amongst the most challenging are:

• Understanding customer affecting issues at the time they happen (and doing

something about it).

• How to maximise customer engagement by reacting to the customer’s

situation in real-time.

This Seminar looks at how those challenges are being addressed by using

Operational Intelligence.

This is our Journey…..

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Operational Intelligence:

Nothing to do with

History.

Everything to do with

Now! (The Art of Now-ledge)

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How did it all start?

It’s Complicated….

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Network Visibility vs. Customer Insight: The Start…

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Capture it all for analysis?

?

Nearly 7 Billion network messages per

day and still increasing

Up to 250,000 messages per second

peak

Equates to around 2 TB per day

Data in Motion

Data at Rest

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To mobile users, relevance is everything!

The stored-data driven model isn’t

working when it comes to right-here,

right-now..

Reducing Event to Action time is critical

in address situations as they occur and

for deriving value.

Relevant to Them,

Right There Right Now

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So – how does OI make sense of it

all?

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C. E. P.

Address the 3V attributes of:

Volume, Velocity and Variety

In Real Time

Real Time Event Processing The Special Sauce for Big Data in Motion

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What’s a Complex Event?

A Wedding!

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Vitria Operational Intelligence Platform

Harnessing the power of events

Visibility Insight Action

Real-time Aggregation of events

Multiplicity of TUK event sources: (Network, IT, M2M, O2 Connect, RSS, Twitter etc.)

Full coverage of all network and IT.

Detect patterns of events as they happen.

Correlate past, present & real-time information

Detect across multiple dimensions (event clouds)

Mash-up and re-combine

Change detection on the fly.

Immediate reaction based on what is happening now.

Proactive action based on real-time customer insight.

Active integration with other systems

Strategic Enabler for other things (Big Data/EDW etc.).

Creating an event driven strategic platform.

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BI, Big Data and Operational Intelligence Big Data at Rest vs. Big Data in Motion

Big Data (at Rest) vs. Big Data (in Motion)

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Getting the buy-in (twice)

• PoC 1 - All about mobile data:

• Mobile data,

• inbound data roaming,

• Wi-Fi off-load.

• PoC 2 (!) - Extension to voice calls

• Failed calls

• Dropped calls

• …and we managed to synthesise an entire classic mobile CEM application!

(Which was not really the point, but it proves the power of creating a platform.)

Oops!

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Converging Quests

Customer Service

Quest for Relevance Quest for Insight

Who

When

Where What Where When

What

Who

Where

When

Who What Now Aware Now Action!

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The quest for insight…

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Worst Performing Cells and who it affects

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Insight: Network deal with Vodafone

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Insight: Inbound Roamers

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Boring!!

What about relevance to me?

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OK – so the quest for relevance….

Wider business engagement: Outbound travellers and O2 Travel

O2 Travel provides customers roaming in Europe up to 25MB of data usage a

day for £1.99. However, much lower uptake than expected – Why?

Bill Shock Fear

So customers turn data off when they roam.

OI Mission: Increase customer awareness of O2 Travel by sending an SMS to

customers about to roam to Europe – once they have gone it is too late.

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O2 Traveller on Eurostar.

Detect at a number of points on the

route starting at St Pancras

International

Send a message if detected in

sequence at the right points at the right

time. Exclude Eurostar Staff.

High Speed 1 route

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O2 Traveller on Eurostar: The Imposter!

High Speed 1 route

Problem:

Javelin Trains

share the route

Timetable

Masking

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O2 Travel.

Opted-in customer detected. Message sent between Ashford and Tunnel Portal

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So – where next?

Enhance the platform for:

• M2M management

• Event Based Marketing

• Fraud detection and reduction

• Increased Situational Awareness

Integration with Big Data at Rest and BI

Adopt Event Driven Architecture

To be continued…..

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