Welcome!

@BigDataExpo Authors: Elizabeth White, Liz McMillan, William Schmarzo, Angsuman Dutta, Yeshim Deniz

Related Topics: @BigDataExpo, Mobile IoT, Microservices Expo, Containers Expo Blog, @CloudExpo, SDN Journal

@BigDataExpo: Article

Telco Big Data Analytics: Improve Market Share and ARPU

By 2015, Big Data analytics will be one of the critical areas for CSPs to maintain their market-share

It's common knowledge that the subscriber growth enjoyed by wireless Communication Service Providers (CSPs) over the last several years is tapering off. The CSPs really need new sources of revenue to deliver the required growth. Over-The-Top (OTT) players on the other hand are moving quickly into the SP ecosystems and reaching out to their subscribers. To top it all, the regulators are encouraging new entrants and driving prices down. In Europe, regulations for low mobile termination rates and new international roaming charges are impacting revenue and profit for CSPs. The growth of mobile data traffic and the customer demands for better and personalized services are forcing CSPs to invest significantly to upgrade their networks and devices. There are a lot more similar challenges that CSPs face; however, the key point is that the CSPs have to focus on new sources of revenue to augment what they generate from their infrastructure, services portfolio and customer base.

One area where the CSPs have a definite edge over the OTT players is the access to real-time subscriber intelligence. CSPs have a lot of information (read it as Big Data) about an individual subscriber's taste, preferences, favorites, location, their consumption behavior of different voice and data services, service experience, payment history, etc. In addition to the current and contextual subscriber information, the CSPs also have access to a massive amount of untapped historical data (e.g., subscriber and service history) that can be aggregated and brought back into the present to build a richer subscriber profile and identity. The information is captured from different sources in the network at different times using different techniques and, in most cases, scattered across different databases and data warehouses. The CSPs can understand a lot more about their customers and deliver a much more personalized experience by investing in deeper real-time analytics capabilities, leveraging all these subscriber data and deriving to actionable customer intelligence-driven business models (e.g., meaningful products and services).

Analytics improves multiple aspects of CSPs' operations. Terabytes of dynamic customer data will continue to grow exponentially as carriers add new services and as IP-based traffic increases. Big Data is an opportunity for CSPs to create the intelligence for operating a network more efficiently, to analyze the success of the services that CSPs are offering, and to create a better personalized experience for their customers. Big Data analytics enables service providers to better segment subscribers to provide more targeted marketing spend and the insight to predict churn, cross-sell and upsell opportunities, the quality of customer experience and the lifetime value of a customer. The product managers get a better understanding of which services are most profitable, the impact of competitive offerings and the effect of cannibalization caused by a new product roll-out. It also gives network operations the ability to predict capacity issues and the impact of a new service launch.

I have listed below a few areas where wireless service providers can leverage Big Data analytics to improve market share and ARPU (average revenue per user). HP has the skills, experience, products and solutions in this area. HP has combined its business analytics solution with deep telecom networking expertise to help CSPs generate actionable insights for their market growth.

  • Correlate structured and unstructured data from OSS, BSS and Social Intelligence to act in real-time and overcome the complexity of managing networks, services and subscribers across their technical and user experience dimensions
    • Customer Experience Management: offer the best quality of experience to end-users (network intelligence); Gain a single-pane-of-glass visibility into individual user's experience, services and network; Improve the business processes and functions related to customer experience responsibilities

§  Customer experience management combined with policy management and Real Time Billing can improve ARPU and reduce churn (service intelligence) by identifying:

  • Subscribers who need retention activity (e.g., subsidies for new phones, free months of service to compensate for low quality of experience, automated bill adjustments or credits, etc.)
  • Quality of network services (voice/data) and root cause of issues to proactively resolve them and proactively fixing of potential issues for high value subscribers
  • Integration points between OSS and BSS infrastructures for automation and proactive care
    • Service Personalization: Understand customers to deliver personalized services, digital curation-based content, bundles and offerings in real-time; create a smart unified user profile and analytics with a full panoramic and integrated view of the consumer, network and personal data

§  Campaign management: Improve ARPU and customer loyalty through personalized Campaigns

  • Analyze real-time usage to make intra-day marketing program changes, enhanced marketing strategies with real-time analysis
  • Develop marketing strategies when customers are approaching the cap, both for mobile (e.g., provide voice minutes to the preferred number, data traffic only for favorite online service) and fixed BB (e.g., Provide data traffic for preferred video on demand provider)
  • Offer improvement (and up/cross selling) when users engage call center agents
    • Social Intelligence: understand what customers think, improve customer acquisition/retention and create brand awareness, improve & predict sales. Social Intelligence enables organizations to understand and leverage how people behave and what people do on Social Media channels. Social Intelligence is an enabler for many different scenarios:

§  Acquire, retain, and develop high-value customers

§  Reduce value decay and Improving cross-selling rates

§  Optimize communication costs, Improve customer service, manage Customer service crowdsourcing and "owned communities"

§  Activate influencers and enable advocacy

§  Meaning based advertisement

§  Monetize subscribers' base with advertising, couponing and affiliation-based models.

  • Monetize the Customer knowledge and Big Data sssets through advertising and revenue Sharing (e.g., affiliation) business models.
    • The mobile ecosystem is where the service-providers have far more tools and strategies available to engage subscribers and get a slice of the digital advertising market
    • Measure and monitor monetization of campaigns in real time for different business models (from traditional pay per click advertising, enhanced digital Couponing to the end to end digital buyer's journey) through solutions like:

§  Advanced customer profiling (Big Data combining Network, CRM and Social data)

§  Campaign management

§  Advertising marketplace

  • Sharing customer data
    • As the most basic first step Service providers could share their data assets with other big analytics and marketing platforms, to help them build and monetize the data and get a share of the revenues in such a case.

Most of the CSPs are aware of these opportunity areas. To implement any of these use cases, it's important to look at the end-to-end processes, integration points, analytics tools, storage and above all, applying the right logic to derive intelligence out of data. It is my view that many CSPs will start investing this year in Big Data Analytics. Those with dominant market share might start with customer experience management whereas others might start with monetizing the customer intelligence. By 2015, Big Data analytics will be one of the critical areas for CSPs to maintain their market-share.

More Stories By Kapil Raval

Kapil Raval is an experienced technology solutions consultant with nearly 20 years of experience in the telecom industry. He thinks ‘the business’ and focuses on linking business challenges to technology solutions. He currently works for HP and drives strategic solutions in the telecom vertical.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@BigDataExpo Stories
You know you need the cloud, but you’re hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected in a way that makes the public cloud a non-starter. You’re looking at private cloud solutions based on hyperconverged infrastructure, but you’re concerned with the limits inherent in those technologies.
SYS-CON Events announced today that Massive Networks will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Massive Networks mission is simple. To help your business operate seamlessly with fast, reliable, and secure internet and network solutions. Improve your customer's experience with outstanding connections to your cloud.
Everything run by electricity will eventually be connected to the Internet. Get ahead of the Internet of Things revolution and join Akvelon expert and IoT industry leader, Sergey Grebnov, in his session at @ThingsExpo, for an educational dive into the world of managing your home, workplace and all the devices they contain with the power of machine-based AI and intelligent Bot services for a completely streamlined experience.
Because IoT devices are deployed in mission-critical environments more than ever before, it’s increasingly imperative they be truly smart. IoT sensors simply stockpiling data isn’t useful. IoT must be artificially and naturally intelligent in order to provide more value In his session at @ThingsExpo, John Crupi, Vice President and Engineering System Architect at Greenwave Systems, will discuss how IoT artificial intelligence (AI) can be carried out via edge analytics and machine learning techn...
SYS-CON Events announced today that Datera, that offers a radically new data management architecture, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Datera is transforming the traditional datacenter model through modern cloud simplicity. The technology industry is at another major inflection point. The rise of mobile, the Internet of Things, data storage and Big...
Existing Big Data solutions are mainly focused on the discovery and analysis of data. The solutions are scalable and highly available but tedious when swapping in and swapping out occurs in disarray and thrashing takes place. The resolution for thrashing through machine learning algorithms and support nomenclature is through simple techniques. Organizations that have been collecting large customer data are increasingly seeing the need to use the data for swapping in and out and thrashing occurs ...
In his session at @ThingsExpo, Arvind Radhakrishnen discussed how IoT offers new business models in banking and financial services organizations with the capability to revolutionize products, payments, channels, business processes and asset management built on strong architectural foundation. The following topics were covered: How IoT stands to impact various business parameters including customer experience, cost and risk management within BFS organizations.
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business - from apparel to energy - is being rewritten by software. From planning to development to management to security, CA creates software that fuels transformation for companies in the applic...
An increasing number of companies are creating products that combine data with analytical capabilities. Running interactive queries on Big Data requires complex architectures to store and query data effectively, typically involving data streams, an choosing efficient file format/database and multiple independent systems that are tied together through custom-engineered pipelines. In his session at @BigDataExpo at @ThingsExpo, Tomer Levi, a senior software engineer at Intel’s Advanced Analytics ...
Blockchain is a shared, secure record of exchange that establishes trust, accountability and transparency across business networks. Supported by the Linux Foundation's open source, open-standards based Hyperledger Project, Blockchain has the potential to improve regulatory compliance, reduce cost as well as advance trade. Are you curious about how Blockchain is built for business? In her session at 21st Cloud Expo, René Bostic, Technical VP of the IBM Cloud Unit in North America, will discuss th...
SYS-CON Events announced today that App2Cloud will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. App2Cloud is an online Platform, specializing in migrating legacy applications to any Cloud Providers (AWS, Azure, Google Cloud).
Recently, IoT seems emerging as a solution vehicle for data analytics on real-world scenarios from setting a room temperature setting to predicting a component failure of an aircraft. Compared with developing an application or deploying a cloud service, is an IoT solution unique? If so, how? How does a typical IoT solution architecture consist? And what are the essential components and how are they relevant to each other? How does the security play out? What are the best practices in formulating...
SYS-CON Events announced today that MobiDev, a client-oriented software development company, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software company that develops and delivers turn-key mobile apps, websites, web services, and complex software systems for startups and enterprises. Since 2009 it has grown from a small group of passionate engineers and business...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
SYS-CON Events announced today that Dasher Technologies will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Dasher Technologies, Inc. ® is a premier IT solution provider that delivers expert technical resources along with trusted account executives to architect and deliver complete IT solutions and services to help our clients execute their goals, plans and objectives. Since 1999, we'v...
SYS-CON Events announced today that Ayehu will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Ayehu provides IT Process Automation & Orchestration solutions for IT and Security professionals to identify and resolve critical incidents and enable rapid containment, eradication, and recovery from cyber security breaches. Ayehu provides customers greater control over IT infrastructure throu...
Cloud adoption is often driven by a desire to increase efficiency, boost agility and save money. All too often, however, the reality involves unpredictable cost spikes and lack of oversight due to resource limitations. In his session at 20th Cloud Expo, Joe Kinsella, CTO and Founder of CloudHealth Technologies, tackled the question: “How do you build a fully optimized cloud?” He will examine: Why TCO is critical to achieving cloud success – and why attendees should be thinking holistically ab...
SYS-CON Events announced today that Grape Up will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company specializing in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market across the U.S. and Europe, Grape Up works with a variety of customers from emergi...
SYS-CON Events announced today that Elastifile will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Elastifile Cloud File System (ECFS) is software-defined data infrastructure designed for seamless and efficient management of dynamic workloads across heterogeneous environments. Elastifile provides the architecture needed to optimize your hybrid cloud environment, by facilitating efficient...
SYS-CON Events announced today that Grape Up will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company specializing in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market across the U.S. and Europe, Grape Up works with a variety of customers from emergi...