THT10839_OpenWorldSF2015 CSP Location Data Monetization V1.0

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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


Industries with valuable data assets

• Customer Analytics

• Market Analytics

• Product Analytics

Finance Retail Telecom

Health Care Utilities Auto


• Customer Reference & Interaction Data • Network Location Data

4

CSPs Have Rich Customer Data

BSS Retail

Social Credit Call Center

Web

Mobile Network

Subscriber


Data Isolated in Silos

BSS Retail

Social

Credit Call Center

Web Mobile

Network

Subscriber


Complete view of the customers

6

Customer Analytics

Data Integration

Data Management

Analytics

Customer 360

BSS Retail

Social

Credit

Call Center

Web

Mobile Network

Subscriber


• 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

7

Need for radical business shift to face the digital revolution

Twitter facebook

Google Maps

Lost Opportunities!!


New Revenue Source to overcome Current Challenges

8

Shrinking Revenues Network CapEx Costs Heavy Competition


The RISE of

451 Research Study says Data Monetization Market is expected to reach $79 Billion by 2020!!

Verizon Sprint Cable Vision Nokia


• 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…


Location Data Monetization Potential

Location Insight Service

Application Development

Marketing Insights

Transportation & City Planning

Foot fall Analytics

New Site Location


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


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


• 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


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

15

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


Location Data Monetization Cloud Architecture

Data Factory Data Lake Data Lab Enterprise Platforms

Signaling/ Data Traffic

Sources

CDR/XDR Data

16

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


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


Client Challenges & Solutions

20

High Volume

Large Upfront Capex Data Privacy BigData Skills

Big Data Cloud Service

B Big Data Discovery

Anonymization & Aggregation

Standard Tools Ex:SQL


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


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?


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

26

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


Location Data Monetization Oracle Footprint

27

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

Documents

THT10839_OpenWorldSF2015 CSP Location Data Monetization V1.0