the digital telco

8/19/2019 The Digital Telco

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Introduction

1. Digital Lifestyle - Gl2. Customer Experience3. IoT - AT&T4. Engagement - T-Mob5. Cloud Services - Deu6. eHealth - Telstra7. Big Data - TelefonicaSummaryAbout Expert Market In

"This reportwill introducethe latestadvancements inthe transformationsof Mobile Operators"

IntroductionThis report will introduce the latest advancements in thetransformations of Mobile Operators effectively puttingtheir network at the center of the digital lifestyle.The case studies introduced present the movers andshakers of the digital telco scene. These operators areembracing new ways of engaging with their customers,new services they can offer to their business customersand pushing new directions for the network data theycollect. The Digital Telcos presented in this report arethe mobile operators that have re-invented the way

they position their network.

Digital Telco TransformationTo be considered a digital telco, an operator must striveto be more than just a connectivity pipe. The operatormust strive to put their network at the center of thedigital transformation that all of us around the globe arereacting to and adapting more and more daily. Operatorsare approaching this from different angels. They arecreating easy to use interactive channels for sales,upselling and retention. They are providing subscriberswith the highest possible levels of self-care. Others

include near real-time service delivery and activation

The Digital TelcoWho Said Operators Can't Jump?

processes, effective and integrated management ofdatabases from both within the company and externalchannels, and a candid desire deliver the highest levelsof customer experience.

The Digital Telco transformation allows operators togain an intimate understanding of their customers,become more responsive, improve satisfaction andaddress diverse needs on a personalized basis.The digital transformation needs to be a strategic goaland come as a result of a real passion to change theoperator’s role in the digital lifestyle.

Table of Coclick to tweet

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1What is great about this concGlobe and Smart not only proconnectivity but they are helpcustomers nd and use apps ttheir lifestyle. The #DigitalTelengagement not just connectiv

Digital LifestyleGlobe and Smart

114.6mobile connections

100.8 total population

44.2active internet users32active mobile

social accounts

40active social

media accounts

The January 2015 "Digital in the Philippines" snapshotof We Are Social counts that among the total Philippinepopulation of 100.8 million (with urbanization at 49%),there are 44.2 million active Internet users. Of these44.2 million Internet users, 90% have active socialmedia accounts. In the last four years, Internet accessin the Philippines has grown by 500%, the fastest ratein Southeast Asia,but as mentioned previously, realgrowth is yet to come and it's coming!

On the mobile front, the Philippines is essentially aduopoly with two operators vying for the #DigitalTelcotitle of champion Digital Lifestyle Provider – Globe andSmart. Both operators have clearly adopted the “DigitalLifestyle” as a mantra and this resonates in everythingthey do. Similar to the #DigitalTelco T-Mobile’sUncarrier, both Smart and Globe are unerringly focused

on aligning with their customers.

GlobeAt Globe’s recent Digital Lifestyleand Expo held at the SM Megamall,Globe chief operating adviser PeterBithos said: “Now we’re trying to change your digitalexperience... we’re trying to nd the pain points thatexist, and solve them one by one.” He continued thatthe theme this quarter for Globe is “all things digital”.Globe postpaid plans are branded my Lifestyle Plan ,can’t be more obvious than that. The plans combineunlimited text, calls and bundle in a choice of lifestyleapp bundles for a promotional period (1 month) and 1GB cloud storage for 2 years).

Lifestyle App BundlesNavigation AccuWeather, Google Maps, MMDA App,GrabTaxi, and Waze

Explore Agoda, Cebu Paci c, Looloo, PAL, TripAdvisor, Zomato

Fitness Pack 7-Minute Workout, Fitocracy,MyFitnessPal, Pact, RunKeeper, Strava Running andCycling GPS.

What is great about thionly providing conneccustomers nd and use aThe #DigitalTelco is connectivity.

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SmartIn a similar tone, Smart offers their Smart Surf plusPlans. “However you enjoy your Internet sur ng,Smart Surf plus Plans offers the data allowance thatsuits your style” .

Smart Surf plus Plans enable customers to select varioustext and data caps. Smart offers one free app with theplan that the customer can change each month.The Smart Life Entertainment bundle enables customersto watch their favorite movies and TV shows on thego. Each bundle gives customers data access to variousentertainment apps and services, plus free OTT video

subscriptions to i ix or FOX via Viewstream.Smart even provides a conciergeservice to subscribers.

Smart Life Concierge services include:

Special events and performance assistance

Flower and gift delivery assistance

Dining referral and reservation assistance

Hotel referral and reservation assistance

Both Globe and Smart way that not only resomakes sense to them. the needs and wants even before they do. Tthe ne line between pecomplexity. Packing upservices accomplishes and this is for you”. Tengagement, empathy, the long-term relationsh

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When it comes to customer experience, there is stilla lot we have to learn. Digital transformation andonline business have had a huge impact on rede ningand reimaging customer experience. Customerexpectations have been fundamentally shifted by thelikes of Airbnb, Uber, Alibaba and Amazon. So whatcustomer experience lessons and best practices haveoperators adopted?

Just check out giffgaff. For those of you not toofamiliar with the UK market, giffgaff is an MVNO thatruns on the O2 UK network and is owned by Telefonica.

Essentially this makes giffgaff a low-cost, no-frillsMillennial-friendly Telefonica brand and we can’t stressthe Millennial part enough. The chord-cut, TV-ditchingGen-Yers don’t want help. They gure they know moreabout anything than any of those old folks, if theyhave problems, they gure it out themselves or theyping a friend.

2 Customer Experience giffgaff In response, Giffgaff has no customer service phonelines. Complaints and problems are handled by agentsvia an online message board system. Responding tocomplaints can take up to 24 hours.

Giffgaff has community message boards where youpost a problem and the gami ed experts will help you

Mobile by thfor the peopleof the peopleHere it reallyon a “commu

gure it out. In return, out their problems. Whtwo things really; One, by people that have actu(and hopefully the solresult in a much cheapepay for all those custom

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Giffgaff actively canvassed its customer base for newfeatures and other ideas. The giffgaff lab encouragescustomers to make a difference “Want to changesomething for the better, or have a genius idea? Postit now, then simply sit back and watch what happensnext... you may be making giffgaff history. Ideas arethen voted on by the community.

This is reminiscent of the T-Mobile USA type ofengagement. Mobile by the people, for the people, ofthe people. Here it really rings true on a “communitylevel”, this experience has a grass roots feel and themessage and product is nely crafted towards a veryspeci c segment.

We love their 2013 Zombie ad that claims different canbe good and you shouldn’t be afraid. It’s not becausewe are Zombie fans, but their audience sure was.Zombies were huge with the Gen-Y’s, it was all anyone

was interested in of ine (i.e. TV) or online.We have to admit our rst response (we the Gen-X)to all this was; this is all well and good for a smallMVNO like giffgaff or for green eld operators like FreeMobile in France. However this kind of approach, justwouldn’t work for mainstream, incumbent operators.It de nitely wouldn’t work for our Baby boom er Mother,it would drive her completely nuts. But, that’s just thepoint, it’s not for her! Operators are getting smarter.It is a mobile operator/MVNO /that is very focused ondelivering the right product and service to the rightcustomer, it’s not for everyone.

Many operators around the world have or are introducinglow-cost or segmented brands in order to shape theexperience and better engage with their customers.Are zombies really the future of our industry?

Giffgaff Zombie Add - Don't be afraid:

https://www.youtube.com/watch%3Fv%3D04CR3NZPm_4https://www.youtube.com/watch%3Fv%3D04CR3NZPm_4http://www.expertmi.com/http://www.expertmi.com/


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3 IoTAT&TIoT often touted as ‘one of the biggest technologicadvances of our age’, AT&T is putting in place a sostrategy to embrace and leverage IoT

AT&T is very serious about the IoT (Internet of Things).As of March 31 2015, AT&T had over nearly 22 million IoTconnected devices. AT&T’s Q2 announcement revealedits net additions are largely driven by the rapidlydeveloping connected cars market, and explained thatnearly half of its 2.1 million net additions for its wirelessbusiness are connected cars subscribers.

Supporting FactsFirst telecom company to establish a group toexplore IoT (Nov. 2008).

First Telecom Company to open a Foundry(Innovation Center) in Plano, TX devoted to IoT(2014). AT&T has launched 10 M2M projects so farand more than 20 are in the works.

First telecom compresearch facility for

Studio (2014).AT&T expects to conewly connected Uend of 2015.

AT&T connects moconnected farm mac

AT&T connects moreand 283,500 refrige

AT&T has certi ed mconnected devices a

AT&T offers a Globwireless connectionworld (200+ countr

AT&T provides innowith both wholesale

Digital Life is in 82AT&T leads the indusmart locator, and smAT&T provides innowith both wholesale

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These include:

Birdi’s Smart Air Mosmoke but providesquality, carbon monin your home. [m

Rescue Route – Alighting Rescue Routscene of an emergensimultaneously illumThis useful solutionDeveloper Summit

Green Guest - A mhotel guests to monitowel usage. Whileguest wants AT&T ashower with them, w

bene ts here.#ConnectedLifeWhile AT&T is undisindustrial side, they arcustomer opportunities fportfolio is designed to across devices – now orThe current offering is

Connected Cars –repairs are needed, hor provide rear-seat

With IoT often touted as ‘one of the biggest technologicaladvances of our age’, AT&T is putting in place a solidstrategy. IoT in many ways is still the ‘TechnologicalWild West’, a space where there is no standardization,little consistency and next to no agreement oninteroperability. AT&T is doing all the right things toput solid foundations in place to overcome these issues.

The Platform - Industrial IoT /M2MAT&T M2X Data Service is an IoT development platform.The M2X Data Service is a managed service for developersthat enables the collection, analysis and sharing ofconnected device data. It allows customers to connecttheir devices to AT&T's cloud-based data storageservice. It lets companies collect, analyze and sharedata from trucks and turbines to vending machines and

freight containers.

The CommunityAT&T is investing in building up a solid developercommunity around their M2X IoT platform. Theenvironment gives developers the ability to test, tuneand iterate before distribution. It also provides themwith tools to scale from a single device to millions ofdevices once they are ready to launch. Post launch,the platform enables them to collect analytics, createnoti cations based on data triggers, and more. With

API documentation, client libraries, sample code and

tutorials, AT&T has made an intense effort not just tolaunch a platform, but create and nurture a seriousgrass roots development community that will go a longway towards sustaining innovation. AT&T and theirdevelopment partners have already demonstratedsome interesting and more important viable use casesfor the industrial IoT platform.

https://m2x.att.com/explore/showcase/birdihttps://m2x.att.com/explore/showcase/birdihttp://www.expertmi.com/http://www.expertmi.com/


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Sometimes it’s not about what you do, but how youdo it. Call it attitude, panache or just listening tothe voice of the customer, #DigitalTelco T-Mobile USAhas engagement down to a T. The #DigitalTelco issomething different and therefore it needs to shed tiesto its ultra-corporate past. No other Telco has donethis better than T-Mobile with its very pink Uncarrierstrategy. It has turned a distant no.4 laggard into thefastest growing wireless operator in the USA. Talk aboutengagement!This is an operator of the people, by the peoplefor the people. Don’t believe us just check out

4 EngagementT-Mobile USAthe Uncarrier “Bill of Rights”.Uncarrier 1.0 – Freedom trail! T-Mobile announcedit would do away with contracts, moving to phoneleasing instead. This way, the customer could opt outat any time and either give up the phone or pay for theremaining balance on it. More than two years beforeVerizon moved to match suit.

Uncarrier 2.0 – Live the Dream! T-Mobile once againtook on the establishment with its new JUMP program.Customers could now pay a little extra to be able to

upgrade to a newer modelfaster than every two years.

Uncarrier 3.0 – Roamingfreedom! T-Mobile customersenjoy unlimited data andtexting worldwide — at noextra cost. T-Mobile beganoffering international travelersa boon: a plan that did awaywith international data roamingcharges in over 100 countries

T-Mobile also threw in 200Mb

free for life for tablet usUncarrier 4.0 - Fvowed freedom for famiother operators by payifees. Talking about stickin

Uncarrier 5.0 & 6.0announcement - T-Mobwill now be able to stfrom all the most populaPandora, Rhapsody, iHe

and Spotify – without eLTE data cap. T-Mobilead-free) music streaminWideband LTE and Vomeaning better voice qthe newer LTE network Uncarrier 7.0 - Wi-F"to call and text over anycoverage where no carr30,000 feet."

Engaging your audience on their teris not only smart business,it’s critical for #DigitalTelco success.

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Uncarrier 8.0 Protecting your Rights! Your carriertricked you into buying too much data to avoid overagecharges. Sounds familiar, right? And on top of that, atthe end of the month they snatched back all the datayou didn't use, even though you already paid for it.Data Stash™ lets you roll the extra unused 4G LTE datayou paid for into the next month .

Uncarrier 9.0 Business Freedom! T-Mobile brings itssimplicity an attitude to SMEs.Simple and 100% transparent pricing puts an end to thepricing shell game perpetuated by the carriers. Everyline comes with unlimited talk, text and up to 1 GB ofdata on America’s fastest nationwide 4G LTE network.

Uncarrier 10.0 The 10th landmark Un-carriermove is a response to the surging demand for mobileentertainment T-Mobile if offering video streams freefor subscribers of HBO, Hulu, Net ix, SHOWTIME, SlingTV, STARZ, WatchESPN and Verizon's Go90... there arewith more streaming services on the way without usingcustomers’ high-speed data. available at absolutely noextra cost.

The Uncarrier is not Just RazzmatazzWhen the outspoken Legere joined T-Mobile inSeptember 2012, the unit of Deutsche Telekom hadjust 33.16 million customers, well below Sprint's 56.38

million connections, actracker GSMA Intelligcustomers at the time. took over, T-Mobile repdown from 33.58 millimillion the year before

At the end of the quarte56.8 million total conn2015 — which also wmillion total subscribers

"Overall, we've done nUncarrier move is a mstupid, broken arrogant to be permanent, andchange [to] no contractinternational data roamin

(Legere)

Engaging your audiencebusiness, it’s critical for



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5 Cloud ServicesDeutsche TelekomLet’s face it, “Cloud” means lots of different thingsto different people, but that’s the idea. Just aboutanyone that has ever had to sketch out a networkdiagram for non-technical folks has said “we draw itas a cloud, it’s just a bunch of stuff you don’t needto be concerned about.”According to Deutsche Telekom, the #DigitalTelcoshould be very concerned about the cloud. DT has been

a big cloud player for years now, but they have reallyput their foot down in recent time and view the cloudas a de ning jewel in the #DigitalTelco crown.

The cloud is a dual opportunity for the #DigitalTelco.Firstly operators are competing in consumer cloud.Well, maybe not so much competing as making surethey have an offering. There are many OEM solutionsavailable to help operators put in place a personal

DT’s cloud stonly positionpersonal clouthe SAP ConLogistics soft

and the Connsolution fromform the basismartPORT lnetworking so



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cloud storage offering to equal the likes of Dropbox,Box, Google Drive, OneDrive … This market is so crowded that there is little opportunityhere for operators other than trying to keep theircustomers at “home” with their own cloud service.DT’s pitch here is security and bundled apps.

The second opportunity, the one where DT is reallyinvesting, is the Enterprise Cloud. DT has big plans todouble annual revenues from cloud enterprise servicesin the next three years, to around €2 billion (US$2.24billion), by stealing business from Internet giantsincluding Google and Amazon.As early as 2012, DT unveiled a target of increasingannual cloud revenues from about €400 million ($449million) that year to approximately €1 billion ($1.12billion) by 2015 and it looks like they are pretty muchon track.

DT has partnered with the likes of Huawei and SAP todeliver a secure cloud infrastructure and a myriad ofready-to-go cloud applications. Cloud security is whereDT sees its USP. All DT’s cloud infrastructure and datacenters are located in Germany, which has very strictsecurity regulations. DT is banking on a super-securecloud helping it stand out from the likes of Amazon andGoogle ( here ). Since security is often mentioned asone of the biggest concerns when moving on up to thecloud, this makes a lot of sense.Earlier this year at CeBIT 2015, DT announced theywere offering encrypted Microsoft Of ce 365. The

encryption solution was the result of a partnershipbetween a T-Systems subsidiary and CipherCloud. Theyhad previously partnered in 2014 to offer an encryptedSalesforce solution.

DT’s Business Marketplace portal currently offers over40 prepackaged apps ( here ) aimed at SME and enterprisecustomers. (Note: links below are in German).Some app examples:

Sage is an online payroll solution. With Sage“simply rewarding” you save time and money onyour payroll. The intuitive billing wizard guidesyou in three steps to use the application.

ZEP is a solution for logging and analyzing project

working hours. Heron their smartphone

The project manageincludes modules foand project controllinmulti-project manag

and resource plannidocument storage.Projecterus simpli eincluding project ancontrolling and docu

PadCloud providesUsing a de ned periolocalized availabilitprecisely specify wh

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DT’s cltowardMWC announconnecLogistisolutionof the solutionin the This typpower ostrategy

http://www.computerweekly.com/news/4500249025/How-Deutsche-Telekom-plans-to-challenge-AWS-and-Google-in-the-cloudhttps://portal.telekomcloud.com/https://portal.telekomcloud.com/http://www.computerweekly.com/news/4500249025/How-Deutsche-Telekom-plans-to-challenge-AWS-and-Google-in-the-cloudhttp://www.expertmi.com/http://www.expertmi.com/


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6 eHealthTelstra When moving into new strategic verticals, #DigitalTelcohave various go-to-market strategies in front of them.These strategies often range from “dipping in the toe” bypartnering with companies that have vertical expertiseto going the “whole hog” and building the expertiseinternally. When Australian incumbent Telstra decidedthat #eHealth was going to be a strategic vertical, theyresolutely jumped all in.

Telstra created a stand-alone business unit, TelstraHealth and hired a leading Healthcare professional,Shane Solomon to build it from the ground up. TelstraHealth’s mission is all about bringing the bene ts ofthe digital revolution to health providers, practitionersand – most of all – its patients.

You want to see a #DigitalTelco who is seriousabout #eHealth, just check out the list a recentacquisitions Telstra has made in this space.

Nov 17 2014 Telstra Health announces acquisitionof iCareHealth’s Australian operations ( here )

Jan 2 2015 Telstra Buys Indian Healthcare StartupIdeaObject ( here )

Telstra Health’s mission is all about bringing thebene ts of the digital revolution to health providerpractitioners and – most of all – its patients.

Jan 5 2015 Telstra Health picks up cloud medicine(here )

March 27 2015 Telstra buys UK's health analyticsrm Dr. Foster to boost pro ts ( here )

April 1 2015 Telstra buys Medibank e-healthbusiness ( here )

Telstra’s #eHealth plhealthcare workers, hospand health funds to buildof managing health. Tvarious segments and isproduct set to each.

http://www.icarehealth.com.au/blog/telstra-health-announces-acquisition-icarehealths-australian-operations/http://blogs.wsj.com/digits/2015/01/02/telstra-buys-indian-healthcare-startup-ideaobject/http://www.businessspectator.com.au/news/2015/1/5/technology/telstra-health-picks-cloud-medicinehttp://www.smh.com.au/business/telstra-buys-uks-health-analytics-firm-dr-foster-to-boost-profits-20150326-1m8i0r.htmlhttp://www.smh.com.au/business/telstra-buys-medibank-ehealth-business-20150401-1mcsbj.htmlhttp://www.smh.com.au/business/telstra-buys-medibank-ehealth-business-20150401-1mcsbj.htmlhttp://www.smh.com.au/business/telstra-buys-uks-health-analytics-firm-dr-foster-to-boost-profits-20150326-1m8i0r.htmlhttp://www.businessspectator.com.au/news/2015/1/5/technology/telstra-health-picks-cloud-medicinehttp://blogs.wsj.com/digits/2015/01/02/telstra-buys-indian-healthcare-startup-ideaobject/http://www.icarehealth.com.au/blog/telstra-health-announces-acquisition-icarehealths-australian-operations/http://www.expertmi.com/http://www.expertmi.com/


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Telstra’s #eHealth plan is to connect patients,healthcare workers, hospitals, pharmacies, governmentand health funds to build a safer, more convenient wayof managing health. Telstra Health has mapped outvarious segments and is offering a tailored solution andproduct set to each.Following is a snippet of the segments and the associatedproduct offerings;

Government and Insurers – Telstra partners withgovernment, health funds and insurers to deliverthought leadership, industry expertise, and practicaland scalable solutions with the aim of improving systemand health service ef ciency and self-managed care.

Home & Mobile MonitoringIntelligenceClinical Consultation

Hospitals - A connected healthcare system to morewith fewer resources while maintaining levels of qualityand safety, and balancing your budget.Hospital Provider Applications

Secure MessagingHome & Mobile MonitoringIntelligence

General Practitioners (GPs) – Telstra enables GPsto become more ef cient, to deliver continuity of carewhile relying on patients to share other medical advicereceived, and to take responsibility in care coordination

and clinical teamwork.

GP Provider ApplicationsPrescribing ServicesSecure MessagingClinical Consultation

There are several more segments and related products,

but the picture becomes clear. Telstra understandsthat their core traditional Telco capabilities underpin

the pivot to evolve inunderstand that if an opeis not enough to simply wup fancy like and tie arealize a new sustainablvalue for existing or newcommitment is inspirinkey role in crafting the d#DigitalTelco.

http://www.telstra.com.au/personal/telstra-health/products/telehealth/home-and-mobile-monitoring/index.htmhttp://www.telstra.com.au/personal/telstra-health/products/intelligence/index.htmhttps://www.telstra.com.au/telstra-health/products/telehealth/clinical-consultationhttp://www.telstra.com.au/personal/telstra-health/products/provider-applications/hospital/index.htmhttp://www.telstra.com.au/personal/telstra-health/products/connected-care/secure-messaging/index.htmhttp://www.telstra.com.au/personal/telstra-health/products/telehealth/home-and-mobile-monitoring/index.htmhttp://www.telstra.com.au/personal/telstra-health/products/intelligence/index.htmhttp://www.telstra.com.au/personal/telstra-health/products/provider-applications/general-practice/index.htmhttp://www.telstra.com.au/personal/telstra-health/products/connected-care/prescribing-services/index.htmhttps://www.telstra.com.au/telstra-health/products/connected-care/secure-messaginghttp://www.telstra.com.au/personal/telstra-health/products/telehealth/clinical-consultation/index.htmhttp://www.telstra.com.au/personal/telstra-health/products/telehealth/clinical-consultation/index.htmhttps://www.telstra.com.au/telstra-health/products/connected-care/secure-messaginghttp://www.telstra.com.au/personal/telstra-health/products/connected-care/prescribing-services/index.htmhttp://www.telstra.com.au/personal/telstra-health/products/provider-applications/general-practice/index.htmhttp://www.telstra.com.au/personal/telstra-health/products/intelligence/index.htmhttp://www.telstra.com.au/personal/telstra-health/products/telehealth/home-and-mobile-monitoring/index.htmhttp://www.telstra.com.au/personal/telstra-health/products/connected-care/secure-messaging/index.htmhttp://www.telstra.com.au/personal/telstra-health/products/provider-applications/hospital/index.htmhttps://www.telstra.com.au/telstra-health/products/telehealth/clinical-consultationhttp://www.telstra.com.au/personal/telstra-health/products/intelligence/index.htmhttp://www.telstra.com.au/personal/telstra-health/products/telehealth/home-and-mobile-monitoring/index.htmhttp://www.expertmi.com/http://www.expertmi.com/


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Telefonica prinsight solutithis insight tospace betweenand their userthem to impropropositions a

7 Big DataTelefonicaYou just knew that Big Data and #Analytics had to bepart of the #DigitalTelco scene. We picked Telefonicaas the poster-child for this area. While it is true thatTelefonica brought Telefonica Digital back into the foldlast year, Telefonica Dynamic Insights is a signi cantremnant of this standalone business unit.Telefonica Dynamic Insights (TDI) is focused on the

development of products and services that leverageon Telefonica’s global Big Data assets. Telefonicaprovides mobile insight solutions and use this insight toenlighten the space between organizations and theirusers, enabling them to improve their propositions andbusinesses. In short, TDI is external monetization ofTelefonica’s Big Data capabilities.

TDI currently com

1. Smart Steps – Auses anonymous and aorganizations make bett

actual behavior. ( Mor2. Travel Alerts – Athat tells you when yabroad. Essentially it iand credit card provideabroad using mobile tec

Smart Steps, which pon the behavior of make informed busineOctober 2012 as the rst pInsights. In the rst 18

understanding the Big D

click to tweet

http://dynamicinsights.telefonica.com/blog/488/smart-steps-2https://twitter.com/intent/tweet?text=%40tefdigital%20Monetizing%20%23BigData%20and%20%23Analytics%20to%20provide%20customers%20valuavle%20%23Insights%20http%3A%2F%2Fbit.ly%2FPDPDTLP&source=clicktotweet&related=clicktotweethttps://twitter.com/intent/tweet?text=%40tefdigital%20Monetizing%20%23BigData%20and%20%23Analytics%20to%20provide%20customers%20valuavle%20%23Insights%20http%3A%2F%2Fbit.ly%2FPDPDTLP&source=clicktotweet&related=clicktotweethttps://twitter.com/intent/tweet?text=%40tefdigital%20Monetizing%20%23BigData%20and%20%23Analytics%20to%20provide%20customers%20valuavle%20%23Insights%20http%3A%2F%2Fbit.ly%2FPDPDTLP&source=clicktotweet&related=clicktotweethttp://dynamicinsights.telefonica.com/blog/488/smart-steps-2http://www.expertmi.com/http://www.expertmi.com/


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trying to focus on a retail solution looking at granularinsights.The Smart Steps Big Data solution targets both RETAILand TRANSPORTATION verticals.

Smart Steps for Retail (here) - Utilizes Big Data toSmart Steps for RETAIL - Utilizes Big Data to measurethe impact of retail decisions, such as;

Measure your stores performancePredict demandUnderstand location

Smart Steps for TRANSPORT ( here ) – Utilizes Big Data tosupport several uses case such as Smart Cities to originand destination, catchment & demographic analysisdriving network optimization, ef ciency increase andcost reduction. Examples include:

Transport Models - Helping to build transportmodels, using near real time data to predictvolumes, journeys modes and the impact ofnetwork changes.

Support rail franchise bidding – Market sharegures, journey time data and origin/destination

heat maps.

Predict demand – Peak and troughs in demandto quantify the market and understand wherecustomers and potential customers begin and endtheir journey.

Smart Steps and Travel alerts have enabled Telefonicato utilize its core competencies of connectivity and BigData Analysis bring signi cant value to speci c verticalmarkets. They did not just think about the Big Data theycould collect, but they worked with vertical industriessuch as transport industry (air – road- rail), retail andbanking to understand the business challenges. Oncethey understood that they could create signi cantvalue to the vertical they began working on solving thecritical issues.

http://dynamicinsights.telefonica.com/blog/1602/smart-steps-for-retailhttp://dynamicinsights.telefonica.com/blog/1602/smart-steps-for-retailhttp://www.expertmi.com/http://www.expertmi.com/


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Summary

Digital Telco Transformation is being approached byseveral operators around the world each with a unique

twist. There is an amazing broad range of possibilitiesto address this mega trend!

1. Globe and Smart from the Philippines are creating thedigital telco revolution with unique content packagesoffered to subscribers and have become part of theirlifestyle.

2. Giffgaff from the UK is approaching their targetaudience in a whole different manner than before,creating an engaged community, choosing theircommunication network based on their communicationwith them as people. They are using an interesting and

very new age marketing approach.3. AT&T in the US are taking the lead in making theconnected life vision come about with their all-encompassing internet of things connectivity platforms.

4. T-Mobile in the US are shaking the Operator wayof doing things by introducing their new UNCARRIER,agenda that covers the whole way they do businessor treat their customers. They want to change theirplace in the market by creating these new engagementprinciples. They strive that customers will choose theirnetwork as a matter of ideology.

5. Deutsche Telekom in Germany are leading theirtransformation by becoming the ultimate connectionto the CLOUD – cloud applications, cloud services,cloud storage, cloud security. DT have identi ed thetransformation in IT technology and have built theirstrategy to connect to the cloud and even offer cloudservices and applications. They have expanded the roleof connectivity network provider to include Cloud IT.

6. Telstra in Australia have found a very critical roleto lead and that is in a brave direction of eHealth.Telstra are making eHealth a reality. Their value oftheir connectivity will alsoimprove people’s life andwellbeing and even savelives.

7. Telefonica has embracedthe Digital Telco revolutionfrom the direction of BIGDATA – not only are theyusing the data they collecton their network to betterserve their customers, theyare helping their customersuse their data to improvetheir business. Using Data forPersonalization, AnalyzingData, Selling Data, andFinding Insights from Data,all of it de nitely due to theDigital Telco approach.



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