CON10054 CSP Location Data Monetization How Communications Service Providers can Generating New...

CON10054CSP Location Data MonetizationHow Communications Service Providers can Generating New Revenues from Data Capital

Aali Masood Senior Director, Big Data Product Marketing & GTM Strategy

Cheng Kian KhorDirector, Communications Industry Solutions

Srini AlavalaPrincipal, Big Data GTM Strategy

October 28, 2015

Oracle Confidential – Internal/Restricted/Highly RestrictedCopyright © 2015, Oracle and/or its affiliates. All rights reserved. |

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 3

Safe Harbor StatementThe preceding is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.


Agenda

• Introduction• Data Monetization: A CSP Perspective• How CSP Data can be Monetized• Big Data Platform• Demo• Conclusion

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |

Introduction

Oracle Confidential – Internal

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |

The Rise Of Data Capital

1. Data is now a kind of capital

2. Companies & organizations must execute new strategies to compete

3. Widespread adoption will result in a change in capitalism itself

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal

Three Principles of Data Capital

PLATFORMS provide Best Value

DATAfication for Everything

DATA creates more DATA


Diverse Data Sets in Communications

Transactions

Information Architectures Today:Decisions based on database data

Big Data:Decisions based on all your data

Video and Images

Machine-Generated DataSocial Data

Documents

Session Data Records (SDRs)

Call Data Records (CDRs)

DTV / Set Top Box Data

Signalling DataNetwork Logs

Deep Packet Inspection (DPI) Weblog Data SMS Data

Network Fault/Alarm Logs Network Perf Counters

Telemetry/Sensor DataLocation Data

Sales Data CRM Data

Order & Fulfillment Data

Billing Data

Trouble Ticket Data

Payment DataChurn Data

Call Center Logs

Uns

truc

ture

d

Gn / Gi Interfaces

x Data Records (xDRs)

IoTM2M data


Load and store massive volumes of fine grained activity data for “collect now, examine later” analysis

“32% of my top customersexperience excessive call drops on the Eastern Toll Bridge”

Big Data Analytics Capabilities that CSPs Are Exploiting

“More than 25% of customers with CPE problems were advised to reset device. Of these, a large number of callers logged a new call within 24 hours”

Analyse unstructured text logs to discover sentiment, themes and trends, and extract signal from noise

Continuously extract high volume streaming events to drive real-time monitoring, decisioning and actions

“Monitoring networks in real time, with 800,000 network events processed per second…”

* Illustrative examples of big data analytics capability

“This major pedestrian mall junction is busiest between 12-2pm among young people aged 20-30, with a large percentage of heavy mobile data users

Monetize CSP data to generate new revenues


Data Monetization: A Telco Perspective


Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 11

• Call & Data Usage Info• App Downloads &

usage• Geo-positioning• Billing Records • Network Performance

A Telco’s Data Potential

Targeted Marketing

Transportation &City Planning

Location DataService

Application Development

Foot fall Analytics

New Store Location


1. Subscriber Location Data

2. Service and Account Segmentation Data

3. Network Service Data

4. Browsing Categories

5. Customer Viewing Patterns

6. Retail Footfall Information

7. Product bundling & Offer Sales

8. Customer behavior and sentiment


Examples of DATA CAPITAL in Communications


• Improved customer profiling and segmentation

• Improved marketing and campaign conversion

• Reduced Churn• Timely Offers

• Low-balance Top-Up• Internet Bandwidth Boost• Wifi Offload• New Handset Detect• New Location Detect

• Aggregated / Anonymized• Footfall Analytics• Affinity / Interest / Behavioural• Internet Profile• Smart City Applications (Tourist/Visitors,

Mobility Patterns, Public Safety)

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…


Ignore Privacy Considerations at your Peril!

Marketing

Sales

Operations

IT

Legal

Yes!

Yes!

Yes!

Yes! NO!


Data Privacy Considerations

• Regulations vary by country / region• “Creepiness” Factor• Aggregation of data

– In some regulatory zones, you can track locations of subscribers only if there are more than x individuals in a given region.

• Contractual Opt-in / Opt-out– Telco’s in the US, UK and other countries have incorporated, in their T&C’s the right to

use subscriber data in anonymized, aggregated form.

• Data models need to incorporate support for opt-in / opt-out


Top Uses of Location Insights

Comparison / BenchmarkingCompare traffic in one location vs another location (same enterprise, or competitor)

Transportation / Infrastructure PlanningWhat is the load? Congestion?

Site SelectionWhere should I locate my …

RestaurantBank Branch / ATMDepartment Store

Interesting Observation: These are based on location data, but could easily apply to website / browsing data as well.

Advertising LocationWhere are the eyeballs I am most interested in targeting?


Productizing the Process : Monetization Factory• The business case for data monetization must be justified across the value chain, by

leveraging the same data monetization platform across different use cases.

• The same platform and insights for internal monetization can be used for external monetization

• Data Segmentation One Way Encryption Separate External Data Repository (Cloud Based)

• Multi-tenant / Multi-user access

• Real-Time vs Periodic Data Update (Automated ETL)

• Interactive vs Canned GUI

• Billing and Monetization (API based, subscription based, fine-grained)


How CSP Data can be Monetized



Advanced Monetization by providing Information As a Service

• Anonymize and classify customer usage and interest into categories based on network data combined with demographics and service data.

• Monetize marketing information with agencies, brands and channel partners to help better target customers with the most relevant ads.

• Most mobile advertising today is based on batch and pray. Channel partners and agencies are looking for better ways to engage customers and remove guesswork

• CSP’s have extensive information on customer location and usage allowing to be classified and leveraged by brands and agencies

Challenges / Opportunities Solution

Marketing Insights As a Service


Advanced Monetization by providing Information As a Service

• Integrate across a host of social data identified against a specific user with parental consent.

• Deliver access to information based on integration to publicly available social services for subscriber helping to guide access and affinity to child’s interests and parental monitoring.

• 18-24 years old users spend the most amount of time on smartphone amongst all age groups n a month (37 hours 6 months) of which social media use dominates app time.

• Limited access to use of child’s social interests leaves parental concerns to a all time high.

Opportunities Solution

Parental Monitoring As a Service


Improve Store Operations KPI and Customer Engagement

• Deliver commercially beneficial retail site information based on network data and insights

• Inferred presence and dwell time of an individual onsite allows for designing the store layout and content placement most suited for improved customer engagement and internal monetization

• Correlate demographic information with retail store behavior to identify better retail engagement

• Enable store of the future functionality with in store presence information, better targeting visitors and in network subscribers


Retail Footfall Analysis


• Deliver commercially beneficial Location + Demographic information based on network data and insights

• Deliver valuable insight based on Location + Customer insight to improve CUSTOMER EXPERIENCE and/or VALUE-ADDED SERVICES

• LOCATION DATA MONETIZATION• Information service offering maps and locations overlaid

with footfall and traffic, to enterprises (e.g. Retailers) or Public Sector (e.g. tourism board)

• Leverage MOBILE and LOCATION DATA to determine, matched with demographic

• Aggregated, anonymized data• Expose data via an online portal or as a web service API

• CUSTOMER + LOCATION DATA MONETIZATION• Fined grained big data about mobile internet and app usage

as an information service offered to enterprises• App/web usage matched to location & demographics• Aggregated, anonymized data when used in enterprise

context• Analytics to support internal customer service, or as a Value-

Added Service (VAS)


Location Insight As a ServiceGenerate New Revenue Streams and Improve Customer Experience


Big Data Platform



Big Data Platform

24

Data Management

Warehouse

Apps

Packaged

Custom

BusinessAnalytics

Visualization

Reports


Big Data Platform

25

Data

Data Management

Reservoir Factory Warehouse

Apps

Packaged

Custom

BusinessAnalytics

Visualization

Reports


Big Data Platform

26

Data Fast Data

Events Actions

1 2 3

Streams

Data Management


Apps

Packaged

Custom

BusinessAnalytics

Visualization

Reports


Big Data Platform

27

Data Fast Data

Events Actions

1 2 3

Streams

Data Management


Data Lab

Data ScienceDiscoveryData Sets

Apps

Packaged

Custom

BusinessAnalytics

Visualization

Reports


Big Data Platform

28

Data Fast Data

Events Actions

1 2 3

Streams

Data Management


Results

People

Data Services

Smart Things

Data Lab


Apps

Packaged

Custom

BusinessAnalytics

Visualization

Reports


Location Data Monetization Capabilities Required

29

Data Fast Data

Events Actions

1 2 3

Streams

Data Management


Results

People

Data Services

Smart Things

Data Lab


Apps

Packaged

Custom

BusinessAnalytics

Visualization

Reports

Raw CDRAnd 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


Location Data Monetization Oracle Footprint

30

Data Fast Data

Events Actions

1 2 3

Streams

Data Management


Results

People

Data Services

Smart Things

Data Lab


Apps

Packaged

Custom

BusinessAnalytics

Visualization

Reports

Raw CDRAnd Network Signaling Data

Oracle Stream ExplorerOracle 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 DiscoveryOracle Advanced Analytics

Oracle Real Time

Decisions

Business Outcomes

Other Data• Social• Third Party

• Comparison Benchmarking

• Infra Planning

• Site Selection

• Ad Location


Demo – Location Data Monetization



Site Selection

BDD

DATA FACTORY DATA MANAGEMENT DATA LAB APPLICATIONS

BDA Hadoop

Footfall AnalyticsSignaling/

Data Traffic

DATA

CDR/XDRData

Location Data Monetization - Solution Architecture

ODI for Big DataB B

BSS profile data

Discovery

Aggregate &Anonymize

BDSQL

Big Data Reservoir

On Demand Query

Mobile Marketing


DATA FACTORY DATA MANAGEMENT DATA LAB APPLICATIONS

Signaling/Data Traffic

DATA

CDR/XDRData

Location Data Monetization - CLOUD Architecture

BSS profile data

Aggregate &

Anonymize

Footfall Analytics

Location InsightMobile

Marketing

Java


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


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


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


Head of Sales Head ofOps

Head of Analytics

Head of Service

Head of Customer

Experience

Chief Technology Officer

1.4MNetwork packets

processed per second delivering predictive failure detection in LTE

62%Increase

Revenue via Segmentation

30% Reduction in

Tests and Analysis

92%Accuracy on

subscriber renewals

35K Reduction in Call

Processing Minutes per day

30% Increase

In Net Promoter Score

Results Being Realized by World – Class Institutions


Big Data Platform

38

Data Fast Data

Events Actions

1 2 3

Streams

Data Management


Results

People

Data Services

Smart Things

Data Lab


Apps

Packaged

Custom

BusinessAnalytics

Visualization

Reports


Complete Deployment Choice

Move workloads between Private and Public Cloud

Deployment Choice

Private Cloud Public Cloud

Same StandardsSame ProductsHybrid Cloud


Visit our Big Data Industry Solution Demos

BIG DATA SHOWCASE

West End of DemoGroundsMascone South



Data as Capital: Manage your data as a monetizable asset.

1

Innovation and Agility: Cloud-based capabilities that deliver innovations more quickly and reliably.

3

Speed to Analytic Value: An integrated set of Big Data technologies supports the entire analytic process

2

Resource Efficiency: Enable the organization to become data driven.

4

Resulting in:Greater Customer InsightIncreased RevenueNew Business Models

Why Choose Oracle for Data Monetization?

CON10054 CSP Location Data Monetization How Communications Service Providers can Generating New...

Documents

Transcript of CON10054 CSP Location Data Monetization How Communications Service Providers can Generating New...