tht10839_openworldsf2015 csp location data monetization v1.0
TRANSCRIPT
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THT10839 Telco Location Data Monetization Big Data Industry Solution
Srini Alavala Principal, Big Data GTM Strategy October 26, 2015
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Digital data is growing very rapidly
GPS
LinkedIn Twitter facebook
Credit Card Mobile
Telematics
Network
Sensor
• Smart Phones grew 50 times in 4 years
• Connected devices reach 50 Billion by 2020
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Industries with valuable data assets
• Customer Analytics
• Market Analytics
• Product Analytics
Finance Retail Telecom
Health Care Utilities Auto
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• Customer Reference & Interaction Data • Network Location Data
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CSPs Have Rich Customer Data
BSS Retail
Social Credit Call Center
Web
Mobile Network
Subscriber
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Data Isolated in Silos
BSS Retail
Social
Credit Call Center
Web Mobile
Network
Subscriber
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Complete view of the customers
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Customer Analytics
Data Integration
Data Management
Analytics
Customer 360
BSS Retail
Social
Credit
Call Center
Web
Mobile Network
Subscriber
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• 91% Telecom exec agrees that big data is their strategic priority
• Reactive than Proactive
• Open up data for app dev
• Mobile Advertising, analytics & m-commerce is the future
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Need for radical business shift to face the digital revolution
Twitter facebook
Google Maps
Lost Opportunities!!
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New Revenue Source to overcome Current Challenges
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Shrinking Revenues Network CapEx Costs Heavy Competition
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The RISE of
451 Research Study says Data Monetization Market is expected to reach $79 Billion by 2020!!
Verizon Sprint Cable Vision Nokia
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• Improved customer profiling and segmentation
• Improved marketing and campaign conversion
• Reduced Churn
• Timely Offers
• Low-balance Top-Up
• Internet Bandwidth Boost Aggregated / Anonymized
• Footfall Analytics
• Affinity / Interest / Behavioral
• Internet Profile
• Smart City Applications (Tourist/Visitors, Mobility Patterns, Public Safety)
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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…
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Location Data Monetization Potential
Location Insight Service
Application Development
Marketing Insights
Transportation & City Planning
Foot fall Analytics
New Site Location
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Advanced Monetization by providing direct marketing As a Service
• Build an application to use customer analytics along with the subscriber location to send real time offers
• Offer subscription to retail, service, media companies to send direct offers to prospective customers.
• Ineffective mobile advertising
• Complete customer view with location info
Challenges / Opportunities Solution
Mobile Marketing As a Service
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Improve Store Operations KPI and Customer Engagement
• Identify customers near the target location with geo-fencing algorithm.
• Analyze the customer segments visiting the location and the dwell time
• Capture behavior of the customers visiting stores
• Compare customers and enhance store layout
Opportunities Solution
Footfall Analytics
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• Anonymize and aggregate customer data with network usage and location data.
• Build a portal or API to provide location and customer insights as a service.
• Sell annonymized subscriber activity data with location and demographic info as a service
• Provide customer Insight service to improve customer experience, upsell & cross sell and add value add service
Opportunities Solution
Location Insight As a Service Generate New Revenue Streams and Improve Customer Experience
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BDD
Location Data Monetization Solution Architecture
Data Factory Data Lake Data Lab Enterprise Platforms
BDA Hadoop
Footfall Analytics Signaling/
Data Traffic
Sources
CDR/XDR Data
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ODI for Big Data B B
BSS profile data
Discovery
Aggregate & Anonymize
BDSQL
Big Data Reservoir
On Demand Query
Mobile Marketing
Location Insight
OBIEE Webcenter, FMW
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Location Data Monetization Cloud Architecture
Data Factory Data Lake Data Lab Enterprise Platforms
Signaling/ Data Traffic
Sources
CDR/XDR Data
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BSS profile data Aggregate &Anonymize
Footfall Analytics
Location Insight
Mobile Marketing
Java
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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
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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
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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
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Client Challenges & Solutions
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High Volume
Large Upfront Capex Data Privacy BigData Skills
Big Data Cloud Service
B Big Data Discovery
Anonymization & Aggregation
Standard Tools Ex:SQL
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Identify a business need and prove the
value of data Monetization
Scale to other use cases to multiply value generated
Architect for Big Data – Manage All Data as Capital
• Crawl, walk, run approach reduces risk, increases user adoption and business process integration.
• Value builds at each level due to integration, efficiency and scale.
Potential Roadmap
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Complete data management system 1
Many deployment options: Public , Private and Hybrid cloud and On-Premise
3
Very intuitive discovery and visualization tools 2
Great Customer reference and Strong ISV partners.
4
Resulting in: New Revenue source Improve Customer Experience Better Business Decision-Making
Why Choose Oracle for Data Monetization?
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Visit our Telecom & Retail Industry Solutions
SBD-011 Telecom Location Data Monetization SBD- Retail Data Driven Marketing
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Location Data Monetization Capabilities Required
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Data Fast Data
Events Actions
1 2 3
Streams
Data Management
Reservoir Factory Warehouse
Results
People
Data Services
Smart Things
Data Lab
Data Science Discovery Data Sets
Apps
Packaged
Custom
Business Analytics
Visualization
Reports
Raw CDR And 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
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Location Data Monetization Oracle Footprint
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Data Fast Data
Events Actions
1 2 3
Streams
Data Management
Reservoir Factory Warehouse
Results
People
Data Services
Smart Things
Data Lab
Data Science Discovery Data Sets
Apps
Packaged
Custom
Business Analytics
Visualization
Reports
Raw CDR And Network Signaling Data
Oracle Stream Explorer Oracle 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 Discovery Oracle Advanced Analytics
Oracle Real Time
Decisions
Business Outcomes
Other Data • Social • Third Party
• Comparison Benchmarking
• Infra Planning
• Site Selection
• Ad Location