1. VF-NL Innovation CBS - Vodafone - Mezuro Using mobile network data for statistical research DGNIS, The Hague September 26 th, 2013 Raoul Raab (Vodafone) May Offermans (CBS)

2. Confidentiality level C3 VF-NL Innovation Everyone’s talking about Big Data... Building with big data : The data revolution is changing the landscape of business ; May 26th 2011 The beauty of data “Data wins wars” - Amazon.com corporate slogan

3. Confidentiality level C3 VF-NL Innovation NFC/Contactless Todays Smartphones present new possibilities for data

4. Confidentiality level C3 VF-NL Innovation Telecom providers have a lot of data and are exploring these with respect for customers’ privacy and permission Cross functional cooperation may provide Big Data opportunities Permissio n Billing Records Mobile Location Customer Surveys Roaming Network Data Geo Dem Profiles Handset Clients Mobile Transactions Mobile Advert Cell Locations Fixed Network Apps Usage Streamin g & P2P Base Mgmt Data Connecte d Devices “a typical Vodafone mobile network produces 50TB of data per day” Segmentatio n CVM Technology Digital CM BICC EBU CBU Retail M2M data

5. Confidentiality level C3 VF-NL Innovation Customer Data is “the new oil” balancing between……… Reward Risk Deep Water Horizon Spill Ghawar Old Field

6. Confidentiality level C3 VF-NL Innovation March 30, 2012 Vodafone Privacy Commitment s Respect We value privacy because of its value to people. It’s about more than legal compliance – it’s about building a culture that respects privacy and justifies the trust placed in us. Openness and Honesty We communicate clearly about actions we take that may impact privacy, we ensure our actions reflect our words, and we are open to feedback about our actions. Choice We give people the ability to make simple and meaningful choices about their privacy. Privacy by Design Respect for privacy is a key component in the design, development and delivery of our products and services. Balance When we are required to balance the right to privacy against other obligations necessary to a free and secure society, we work to minimize privacy impacts. Laws and Standards We comply with privacy laws, and we will work with governments, regulators, policy makers and opinion formers for better and more meaningful privacy laws and standards. Accountability We are accountable for living up to these principles throughout our corporate family, including when working with our partners and suppliers.

7. VF-NL Innovation

8. Confidentiality level C3 VF-NL Innovation m-Analytics case CBS- Mezuro- Vodafone >Mezuro started with counting people using camera’s for retail and outdoor advertising market >Camera’s are very accurate and there is a clear market need, but: –No information on origin visitor –Camera’s only placed on demand; no existing network >Idea: use the existing network of a provider to count and determine origin of visitors >Mezuro found a partner in Vodafone to introduce this new technology (co development IPR and patent pending; TNO tested) >First year focus on the public sector (cities, provinces and public bodies such as RWS and Prorail) >Working together with CBS delivering statistical network data and improving/verifying the statistics behind the technology.

9. Confidentiality level C3 VF-NL Innovation Mezuro project – considerations >Privacy aspects –Privacy Law (Wbp) vs. Telecom Law –To process personal data = prior consent needed: not enough data for statistics –Legally no need for consent with anonymous data –Vodafone only delivers anonymous and aggregated data to Mezuro –Although explicit choice from Vodafone to offer opt-out >Reputation aspects –What is the public opinion (politicians, media, consumer associations, (potential) customers)? –Bad press >Commercial aspects –Maximize ‘n’ in dataset (consent would decrease ‘n’) –More anonymization reduces output value (Bus. Case) Traffic data (Events = CDR’s) Replace User-IDs (Anonymisation – phase 1) Automated ‘blind’ analysis Aggregation & validation (Anonymisation – phase 2) Validated output for mobility reporting Vodafone Solution, controlled by Vodafone Mezuro

10. Confidentiality level C3 VF-NL Innovation Results: Origin visitors Maastricht Centre For discussion only Origin March 16 (outside the Netherlands)% Belgium83.5% Germany3.6% Luxembourg1.6% France1.6% Sweden0.7% United Kingdom0.6% United States of America0.6% Italy0.6% Switzerland0.6% Spain0.3% Total97.4% Unknown% Inter Standard Roaming3.7% < 15 people2.6%

11. Confidentiality level C3 VF-NL Innovation Results: Overview Maastricht Shopping area Sunday Shopping night Low-cost busses Sleeping longer on Sunday Clearly more people Clearly less people Shopping night Shopping night after ‘Sinterklaas’ does not work Event ‘Magic dream’ Football match local Friday market Special event + shopping night Christmas Christmas shopping New Year

12. Confidentiality level C3 VF-NL Innovation Results: Traffic between 4 cities In cooperation with Goudappel Coffeng

13. Day-time population - Density

15. Day time population Almere: commuter town? Municipal Personal Records Database

16. Day time population – Region profile City Centre Working region (busy) Working region (normal) No classification Commuting region Recreational region

17. Tourism

18. German Tourists visiting the Dutch Coast –# Unique devices Rainfall Devices

19. Temperature Devices German Tourists visiting the Dutch coast

20. Devices Temperature UK Tourists visiting the Dutch coast

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23. Confidentiality level C3 VF-NL Innovation Another application: Realtime data crowd management (pilot Queensday) In co-operation with KPMG and nu.nl widget where is the King -More then 4 million page views -Almost 300 K unique users