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Course : Study of Digital Convergence. Name : Srijana Acharya. Student ID : 21456106. Date : 11/28/2014. Big Data Analytics and the Telco : How Telcos.

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Presentation on theme: "Course : Study of Digital Convergence. Name : Srijana Acharya. Student ID : 21456106. Date : 11/28/2014. Big Data Analytics and the Telco : How Telcos."— Presentation transcript:

1 Course : Study of Digital Convergence. Name : Srijana Acharya. Student ID : 21456106. Date : 11/28/2014. Big Data Analytics and the Telco : How Telcos Can Monetize Customer Data? Case Study Based On Ovum

2 Contents Big Data Analytics –The View From the Bottom Up. Data Classification. Telco Big Data Analytics Use Cases. Barriers to Telecos Addressing the Big Data Market. What Insights and Business Benefits Can Telecos Draw From Customer Data? Use Cases For Monetizing Customer Data. How Should Telecos Manage Their Customer Data? 2

3 Big Data Analytics –The View From the Bottom Up Volume : The amount of inbound and out bound data is increasing exponentially Variety : Streaming audio and video data. 60% of the total traffic is accounted by video Velocity : Requirement of real-time or near real-time data on large scale. Value : Data is captured, stored to provide action that allows - Telecos to run business more efficiently. - Additional value to the customer or additional revenues 3

4 Data Classification

5 Big Data Analytics in A Telco Context (1/2) Telecos collect data about their operation and customer. Network Data : Network availability, utilization, latency, call setup times, what application customer is using, the website they are browsing and conduct click stream analysis. Customer or Subscriber data : Customer profile and behavioral data such as type of device uses, service package, service usage(voice call time and duration, texts, emails, web browsing and video streaming), contract terms and location. Telcos typically capture and store data in separate network platform system including – Network Management System. – Operational Support System(OSS). – Business Support System (BSS). – Customer Relationship Management system (CRM). Call data records can be mapped to tariffs for billing purpose or sales channels data can be combines with usage history to provide customer lifetime value information 5

6 Big Data Analytics in A Telco Context (2/2) This case study aims on how telecos can manage customer data, how they can draw maximum benefits for business using customer data. 6

7 Barriers To Telecos Addressing the Big Data Market (1/2) OTT(On top player) players : How to deal with OTT operating model? Higher demand for data service : Impacting capacity planning, investment plan an quality of service. Data Storage and integration issues : Traditional SQL data and unstructured data Java are important for search, discovery and digital data. Their own operating models : – Cooperate culture : Identity and business is still defined by its networks technologies and engineers. Customer demands, software-driven platform, business process to ensure innovation and growth need to be in sighted. – Use of different metrics to measure business success : Average Return Per User (ARPU) is not enough to measure success Bigdata needed. – Add data to the teleco DNA : Use actionable insights to provided by network and customer data to define how the network is designed and managed. 7

8 Barriers To Telecos Addressing the Big Data Market (2/2) Saturated Markets and Margin Pressure: Results in higher chrun,lower ARPU and lower margin. Quality of service expectation: 24 hours of the network and customer services. Customer perceptions : Many customers perceive that telecos products and services are broadly comparable and offer little differentiation. Challenges lies, How to convince customers that they offer a more compelling and valuable service than their competitors? This can be achieved by identifying and responding customer needs. 8

9 What Insights and Business Benefits Can Telecos Draw From Customer Data? (1/2) When a customer is at the presales/marketing/channel investigation phase, Telecos can advertise the geographical location, channels that most appropriate for to their target markets, marketing camping, next best offer, actions, or price plans. 9

10 What Insights and Business Benefits Can Telecos Draw From Customer Data? (2/2) As a customer's relationship with a telcos develops, it is important that the telco is able to provide consistent, accurate, real-time account information to customers. Telcos need access to subscriber information from BSS/OSS and the network(permission, preferences, presence, usage patterns, contacts, device information, identities, and network usage status) 10

11 Use Cases For Monetizing Customer Data (1/5) Reducing churn and promoting loyalty. – Loyalty Management. – Churn prediction and Management: Key inputs include dropped call rates and social media interaction. Marketing : Creating and selling more services to existing users. – Up selling and cross selling : Next best offer. If telecos share, synchronize and update customer information across all of their channels. – Selling customer data to third parties Personalized Services. – Price Plan Optimization. – Real time Analytics. – Social Network Modeling and Analysis. 11

12 Use Cases For Monetizing Customer Data (2/5) 12

13 Use Cases For Monetizing Customer Data (3/5) 13

14 Use Cases For Monetizing Customer Data (4/5) Data Privacy 14

15 Use Cases For Monetizing Customer Data (5/5) The Threat From OTT Players Organizational – Telcos are burdened by highly siloed legacy organizational structures. Technology – Telcos' core systems are often proprietary and difficult to extend and many telcos lack automated systems and business processes. Legal – Data protection laws often restrict Telcos' ability to collect information that would provide more a complete picture of their subscribers. Expertise – Few telcos have the in-house expertise to drive Big Data analytics initiatives. The technology vendors are beginning to address these gaps, especially through their support of Hadoop and integration with existing SQL data warehouse platforms and system 15

16 How Should Telecos Manage Their Customer Data? (1/2) Siloed, Overlapping System are Problematic 16

17 How Should Telecos Manage Their Customer Data? (2/2) Vender Solution http://www.youtube.com/watch?v=VPQFHTFRC_w 17

18 Thank You For Your Attention !!!!


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