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Introduction Into Mobile TelecommunicationsAndrey Prokhorov, Solution Architect
2015
2 © 2014 Teradata
Mobile Network
3
• Developed – mid of 80s
• Digital standard
• Simple roaming
• Compact handsets
• Enhanced network capacity
• Communication encryption
© 2015 Teradata
Global System for Mobile CommunicationsGSM standard – 2G
4
• Developed – end of 90s
• New radio interface
• High data transfer speed
• Lower risks of dropped calls
© 2015 Teradata
Universal Mobile Telecommunications System UMTS – 3G
3rd Generation Partnership Project
5
• Delevoped – mid of 00s
• New radio interface
• New network structure based on packet switching
• Higher network capacity
© 2015 Teradata
Long-Term Evolution LTE – 4G
6 © 2015 Teradata
Mobile network
BaseTransceiver
Station
Sector
Antenna
Network Coverage
7 © 2015 Teradata
Simplified view2G/3G Mobile network organization
BaseTransceiver
Station
MobileHandset
BaseStation
Controller
SwitchingCenter
VoiceConnection
InternetConnection
BillingSystem
8
• Location for antenna placement
• Base station equipment
• 2G/3G/LTE/WiFi support
• Link to Base Station Controller
• Unit of power supply
© 2015 Teradata
Technical position
9
• Occur without active call or data transfer
• Generates significant event stream
• In rear cases stored by mobile operator
© 2015 Teradata
Mobility ServicesLocation Update
BTS RegistrationChange
MobileHandset
10
• Occur during active call or data transfer
• One of the major reason of drop calls
• Actively monitored for service quality analysis
© 2015 Teradata
Mobility ServicesHand over
Call or Data Session
MobileHandset
11
Challenges
• Fixed licensed frequency range = fixed radio network throughput – Nyquist theorem
• Network capacity increase require smaller coverage area for sectors
• Base station needs reliable high speed connection to the controller
• Channels interference in the neighborhood frequency ranges
• Relatively high cost of technical position
Issues
• Most expensive asset of mobile operator
• Non transparent to business
Business no entry areaNetwork planning
© 2015 Teradata
12
• Service quality indicators– Call attempts– Dropped calls– Silence or noise during vioce calls– Data sessions loss
© 2015 Teradata
Currently collected per network deviceExpectation – collection per subscriber
Network statistics
BaseTransceiver
Station
MobileHandset
BaseStation
Controller
13
Data collected per subscriber
• Sties/pages visited
• Search queries
• Type of traffic
© 2015 Teradata
Deep packet inspection
BaseStation
Controller
InternetConnection
DPI
14 © 2014 Teradata
Billing System
15
• Post-paid– Commercial subscribers
• Pre-paid– Retail subscribers
• Convergent billing– All in one
• Interconnect– Payment between operators
© 2015 Teradata
Billing system types
16 © 2015 Teradata
Rating based on throughput Non standard tariff plan example
17
• New tariff plans creation
• Existing tariff plans verification
• Competetive rerating
© 2015 Teradata
CDRs rerating
18
• Used for billing purposes
• Include number A and B
• Call duration
• Call start/end time
• Type of service
• Price of of call
• A lot of additional information
• Might contain cell ID of call start or termination
• Might contain IMEI
• Might contain call termination code
• Not generated for failed call attempts
Call Detail Record (CDR)
© 2015 Teradata
19 © 2014 Teradata
Analytics monetization approaches
20
• Telecommunication systems are in constant modification
• HW and SW faults are happening
• Human mistakes are part of IT world
• Data loss leads to direct revenue loss
© 2015 Teradata
Minimizes revenue losesRevenue assurance
System A System B System C
Data Loss
$ $
Revenue Loss
21
Common trends
• 2-4% of additional revenue
• SMS is major communications channel
• Churn prevention among major targets
• Effectiveness measurement is based on ARPU comparison with control groups
New trends
• Event based campaigns
• Microsegmentation
• 3rd party products sales
© 2015 Teradata
Right message, through the right channel, at the right timeAbout target marketing
22
Typical implementation approach
• Call center inbound calls
• Top-up campaigns for prepaid
• Web site interaction
Challenges
• Omni-channel support
• Centralized contact history and contact policy
• Single interface for multistep campaigns planning
© 2015 Teradata
Real-time/inbound marketing
Rules Engine
Subscriber’s initiated
communication
Request context
Offer(s)
Internal/External
Data Sources
Scoring
Sort by take rate probability
Sort by revenue
probability
23 © 2014 Teradata
Conclusion
24
• Network and DPI are sources of really large volumes of data
• Target marketing is a major instrument for data monetization
• Partner programs are generators of new type of analytics
Major points
25
Questions?
Andrey Prokhorov
Solution Architect Lead
26, Denisovskiy pereulok,Moscow, 105005, Russiatel.: +7(495) 781-82-26fax: +7(495) 781-82-27mob.: +7(916) [email protected]