developing big data strategy
TRANSCRIPT
Developing Big Data Strategy
Ahsan Aziz KhanExecutive Vice President
Nanga Parbat Mountain – 8125 M (8th highest in the world)
Population: 184 MMedian age: 20.8 yearsHouseholds: 25MGDP: 515.4 Billion USD/ Capita: 2,881 USDLiteracy: 56%
Pakistan
Teledensity (July 2015)(Total 63.6%)
Cellular 61.4%
Fixed 1.7%
WLL 0.6%
PAKISTAN TELECOM MARKET
Market Share
Fixed 96%
Mobile 17%
WLL 47%
Fixed Broadband
88%
Big Data - Big PotentialNot only for Telcos but also for other industries
Telcos PerspectiveIssues and challenges
Big Data Strategy Ingredients & Considerations
Center of Excellence (CoE)Group level platforms
BIG DATA- WHY?
2014
However, not seen anywhere in Hype cycle 2015
• Telcos are facing severe pressure from OTTs.
Big Data -Big Potential
• Facebook, WhatsAPP, Line, Tango, Skype, Twitter.
Big Data -Big Potential
• Main earnings of OTTs is coming out of the Data and content they possess.
Big Data -Big Potential
BIG DATA - BIG POTENTIAL
• WhatsApp acquired by Facebook in
• USD 19 B.
Big Data -Big Potential
• Alcatel-Lucent acquisition by Nokia in
• USD 16.6 B.
Big Data -Big Potential
• Shows where the value is…..
Big Data -Big Potential
BIG DATA- BIG POTENTIAL
Potential of Big DataBig Data technology and services market will grow at a 26.4% compound annual growth rate to $41.5 billion through 2018About six times the growth rate of the overall information technology market – IDC Survey
Definitive source of competitive advantage
Being used across multiple industries
• To improve operational efficiency
• To Generate new revenue stream
Telcos Perspective(Current Situation)
BIG
DATA Eroding revenue in traditional revenue streams
Changing business models
Disruptive innovation
Telcos perspective(What they need to do)
Telc
os N
eed Improve operational efficiency, optimizing costs
Generating new revenue stream
Collaboration/partnership with other industry verticals for many new opportunities
Enhance Customers Experience for retention and revenue growth
Big Data – Telecom Case Studies
Telecom Italia (SKIL) – R&DSymantec and Knowledge innovation lab
Mobistar and Kabel Deutschland – using big data to accelerate their fraud
detection efforts
Singtel initiative to use Big Data to tap into advertising domain
Big Data – Telecom Case Studies
Telefonica Dynamic insights a Big Data initiative
Orange - Research and applications for mobile "Big Data" towards achieving
socioeconomic development goals
Telstra Health relies on Big DataAcquired Dr Foster a UK based e-health
advisory
Big Data – Telecom Case StudiesMalaysia’s Celcom Axiata leveraged high
performance analytics to optimize its marketing campaigns & deliver over $50 million in annual
incremental revenue.
Singtel’s DataSpark develops data analytics, which leverages (anonymized) location analytics to
derive mobility patterns and customer insights.
SK Telecom’s Geovision offers statistical database/map combination for analyzing
purchasing patterns of customers based on age/time/location.
Important Aspects of Strategy
3 Major Aspects
Business Oriented
Solution and Platform
Processes and Governance
Dimensions of Strategy
Internal
Related to internal efficiency, business improvement, cost
savings
Offers, service improvement, new products
External
Related to new revenue streams
Partnerships/collaborations
Some Example Use Cases
• In Real time, near real time and offline• While browsing and based on browsing history• Location, usage and device based• During a live interactions cross and upselling• Prepaid to post paid conversion
Personalized offers
• During network fallout• Based upon analysis on congestion and service degradation• Field Technician assignment and arrival optimization
Personalized proactive customer care based upon
• Selling anonymously the insights• Partnering with other industries for running advertising campaigns
Monetizing CSP data through analyzing it
Revenue Assurance, Fraud management and Security
These are just a few ------- Tip of the Wealth it has
Big Data Strategy
Need to implement a compelling
strategy covering
- Business use case scenarios- Reference Architecture- Assessing existing capabilities- Required capabilities- Assessing Value of partnerships and collaborations
Roadmap to implement
strategy
Common Challenges
Relatively new technology, Every one talks about it but very few really know
TCO is relatively high as no one size fits all solution available
Scarce technical expertise and understanding of business cases available in TelcosNeeds lots of R&D, hit & trial approach and Telcos resources are busy in day to day operations
Since revenues are soaring, it is difficult for Telcos- to do large investments - where business cases are not clearly known and difficult to perceive.
A Center of Excellence (CoE)
or a Big Data LABis the agile, viable, cost
effective and result oriented approach to BD
challenges
What CENTER OF ECELLENCE will do ???CENTER OF ECELLENCE WILL
Developing a Big data platform keeping in view Reference Architecture.
Incubating the business use cases identified by the BD Strategy with standard interfaces.
• Awareness and orientation of BD Strategy.• Selection and prioritization of use cases• Implementing Big Data Strategy.• Implementing Big Data incubated Use cases.
BusinessInvolvement
Building capabilities to offer BD as a Service to other industries/Governments.
CoE: Big Data as a Service
Lots of industries see a great potential.
Do not have expertise and wealth of data as Telcos have.
New revenue generation opportunities through partnerships and collaborations with other industry verticals
Airline, Hospitality, Tourism, Transportation
Healthcare, Utilities
Government
Roadmap
Big Data Strategic architecture development
(X Month )
Business Involvement(Selection and
prioritization of Use case)
Roadmap and plan for the CoE-
X Month After Approval of Big Data Strategy
Implementation of CoE (Big Data Lab)
-X Months Infrastructure setup.
Start producing use cases(X months)
Implementing incubated use cases with partners
and in production On going - as per priorities set and
requirements
How to develop Big Data Strategy Conclusive Comments
Understanding the opportunity, existing capability of your organization and overall direction
Identifying and analysing the use cases
Building the business cases
Think big, start small
Value of partnerships
