Welcome!

@BigDataExpo Authors: Liz McMillan, Yeshim Deniz, Elizabeth White, Pat Romanski, Kong Yang

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
SYS-CON Events announced today that IBM has been named “Diamond Sponsor” of SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California.
We build IoT infrastructure products - when you have to integrate different devices, different systems and cloud you have to build an application to do that but we eliminate the need to build an application. Our products can integrate any device, any system, any cloud regardless of protocol," explained Peter Jung, Chief Product Officer at Pulzze Systems, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA
SYS-CON Events announced today that SourceForge has been named “Media Sponsor” 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. SourceForge is the largest, most trusted destination for Open Source Software development, collaboration, discovery and download on the web serving over 32 million viewers, 150 million downloads and over 460,000 active development projects each and every month.
Cloud applications are seeing a deluge of requests to support the exploding advanced analytics market. “Open analytics” is the emerging strategy to deliver that data through an open data access layer, in the cloud, to be directly consumed by external analytics tools and popular programming languages. An increasing number of data engineers and data scientists use a variety of platforms and advanced analytics languages such as SAS, R, Python and Java, as well as frameworks such as Hadoop and Spark...
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 TMC has been named “Media Sponsor” of SYS-CON's 21st International Cloud Expo and Big Data at Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Global buyers rely on TMC’s content-driven marketplaces to make purchase decisions and navigate markets. Learn how we can help you reach your marketing goals.
Both SaaS vendors and SaaS buyers are going “all-in” to hyperscale IaaS platforms such as AWS, which is disrupting the SaaS value proposition. Why should the enterprise SaaS consumer pay for the SaaS service if their data is resident in adjacent AWS S3 buckets? If both SaaS sellers and buyers are using the same cloud tools, automation and pay-per-transaction model offered by IaaS platforms, then why not host the “shrink-wrapped” software in the customers’ cloud? Further, serverless computing, cl...
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.
"MobiDev is a Ukraine-based software development company. We do mobile development, and we're specialists in that. But we do full stack software development for entrepreneurs, for emerging companies, and for enterprise ventures," explained Alan Winters, U.S. Head of Business Development at MobiDev, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
IoT solutions exploit operational data generated by Internet-connected smart “things” for the purpose of gaining operational insight and producing “better outcomes” (for example, create new business models, eliminate unscheduled maintenance, etc.). The explosive proliferation of IoT solutions will result in an exponential growth in the volume of IoT data, precipitating significant Information Governance issues: who owns the IoT data, what are the rights/duties of IoT solutions adopters towards t...
"We focus on composable infrastructure. Composable infrastructure has been named by companies like Gartner as the evolution of the IT infrastructure where everything is now driven by software," explained Bruno Andrade, CEO and Founder of HTBase, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
With the introduction of IoT and Smart Living in every aspect of our lives, one question has become relevant: What are the security implications? To answer this, first we have to look and explore the security models of the technologies that IoT is founded upon. In his session at @ThingsExpo, Nevi Kaja, a Research Engineer at Ford Motor Company, discussed some of the security challenges of the IoT infrastructure and related how these aspects impact Smart Living. The material was delivered interac...
Cloud applications are seeing a deluge of requests to support the exploding advanced analytics market. “Open analytics” is the emerging strategy to deliver that data through an open data access layer, in the cloud, to be directly consumed by external analytics tools and popular programming languages. An increasing number of data engineers and data scientists use a variety of platforms and advanced analytics languages such as SAS, R, Python and Java, as well as frameworks such as Hadoop and Spark...
No hype cycles or predictions of zillions of things here. IoT is big. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, Associate Partner at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He discussed the evaluation of communication standards and IoT messaging protocols, data analytics considerations, edge-to-cloud tec...
When growing capacity and power in the data center, the architectural trade-offs between server scale-up vs. scale-out continue to be debated. Both approaches are valid: scale-out adds multiple, smaller servers running in a distributed computing model, while scale-up adds fewer, more powerful servers that are capable of running larger workloads. It’s worth noting that there are additional, unique advantages that scale-up architectures offer. One big advantage is large memory and compute capacity...
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists examined how DevOps helps to meet the de...
The taxi industry never saw Uber coming. Startups are a threat to incumbents like never before, and a major enabler for startups is that they are instantly “cloud ready.” If innovation moves at the pace of IT, then your company is in trouble. Why? Because your data center will not keep up with frenetic pace AWS, Microsoft and Google are rolling out new capabilities. In his session at 20th Cloud Expo, Don Browning, VP of Cloud Architecture at Turner, posited that disruption is inevitable for comp...
"When we talk about cloud without compromise what we're talking about is that when people think about 'I need the flexibility of the cloud' - it's the ability to create applications and run them in a cloud environment that's far more flexible,” explained Matthew Finnie, CTO of Interoute, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
SYS-CON Events announced today that Datanami has been named “Media Sponsor” 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. Datanami is a communication channel dedicated to providing insight, analysis and up-to-the-minute information about emerging trends and solutions in Big Data. The publication sheds light on all cutting-edge technologies including networking, storage and applications, and thei...