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VF-NL Innovation
CBS - Vodafone - Mezuro
Using mobile network data for statistical research
DGNIS, The Hague
September 26th , 2013
Raoul Raab (Vodafone)May Offermans (CBS)
Confidentiality level C3VF-NL Innovation
Everyone’s talking about Big Data...
David McCandless: The beauty of data visualization
There’s a titanic amount of data out there,
unprecedented.... Data is beautiful! (July 2010)
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
Confidentiality level C3VF-NL Innovation
• NFC/Contactless
Todays Smartphones present new possibilities for data
Confidentiality level C3VF-NL Innovation
Telecom providers have a lot of data and are exploring thesewith respect for customers’ privacy and permission
Cross functional cooperation may provide Big Data opportunities
Permission
Billing Records
MobileLocation
Customer
Surveys
Roaming
Network Data
Geo Dem
ProfilesHandset Clients
MobileTransactions
MobileAdvert
Cell Location
s
Fixed Network
AppsUsage
Streami
ng& P2P
Base Mgmt Data
Connected
Devices
“a typical Vodafone mobile network produces 50TB of data per day”
Segmentation
CVM
Technology
Digital
CM
BICC
EBU
CBU
Retail
M2Mdata
Confidentiality level C3VF-NL Innovation
Customer Data is “the new oil” balancing between………
Reward Risk
Deep Water Horizon SpillGhawar Old Field
Confidentiality level C3VF-NL InnovationMarch 30, 2012
Vodafone Privacy Commitments
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.
VF-NL Innovation
Confidentiality level C3VF-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.
Confidentiality level C3VF-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 outputfor mobility reporting
Vod
afon
eS
olut
ion,
con
trol
led
by V
odaf
one
Mez
uro
Confidentiality level C3VF-NL Innovation
Results: Origin visitors Maastricht Centre
For
discussion only
Origin March 16 (outside the Netherlands) %Belgium 83.5%Germany 3.6%Luxembourg 1.6%France 1.6%Sweden 0.7%United Kingdom 0.6%United States of America 0.6%Italy 0.6%Switzerland 0.6%Spain 0.3%Total 97.4%
Unknown %Inter Standard Roaming 3.7%< 15 people 2.6%
Confidentiality level C3VF-NL Innovation
Results: Overview Maastricht Shopping area
Sunday
Shopping nightLow-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
Confidentiality level C3VF-NL Innovation
Results: Traffic between 4 cities
In cooperation with Goudappel Coffeng
Day-time population - Density
Day-time population - Density
Day time population
Almere: commuter town?
Municipal Personal Records Database
Day time population – Region profile
City CentreWorking region (busy)Working region (normal)No classificationCommuting regionRecreational region
Tourism
German Tourists visiting the Dutch Coast
– # Unique devices
Rainfall
Devices
Temperature
Devices
German Tourists visiting the Dutch coast
Devices
Temperature
UK Tourists visiting the Dutch coast
www.sendsteps.com
Prepare to react; keep your phone ready!
TXT 1
2
Text to +316 4250 0030
Type Session <space> WS6 <space> your answer
Internet 1
2
Go to sendc.com
Log in with Session
Posting messages is anonymousNo additional charge per message
3 Type WS6 <space> your answer
What can statistics based on mobile phone data mean for your organisation?
Internet Go to sendc.com and log in with Session Type WS6 <space> Your answer
TXT Send to 06 4250 0030: Session Type WS6 <space> Your answer
Confidentiality level C3VF-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