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CON10054

CSP Location Data


Monetization
How Communications Service Providers can
Generating New Revenues from Data Capital
Aali Masood
Senior Director, Big Data Product Marketing & GTM Strategy
Cheng Kian Khor
Director, Communications Industry Solutions
Srini Alavala
Principal, Big Data GTM Strategy
October 28, 2015
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Safe Harbor Statement


The preceding is intended to outline our general product direction. It is
intended for information purposes only, and may not be incorporated
into any contract. It is not a commitment to deliver any material, code,
or functionality, and should not be relied upon in making purchasing
decisions. The development, release, and timing of any features or
functionality described for Oracles products remains at the sole
discretion of Oracle.

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Agenda
Introduction
Data Monetization: A CSP Perspective
How CSP Data can be Monetized
Big Data Platform
Demo
Conclusion

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Introduction

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The Rise Of Data Capital


1.Data is now a kind of capital
2.Companies & organizations
must execute new strategies
to compete
3.Widespread adoption will
result in a change in
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Three Principles of Data Capital


DATAfication for
Everything
DATA creates more
DATA
PLATFORMS provide
Best Value

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Unstructured

Diverse Data Sets in Communications


Deep Packet Inspection (DPI)Weblog DataCall Center Logs SMS Data
Signalling Data
Gn / Gi Interfaces
Video and Images
Network Logs
Big Data:
Network Perf Counters
Network Fault/Alarm Logs
Decisions
based on
Documents
DTV / Set Top Box Data
all your
M2M data
Telemetry/Sensor
data
Location Data Social Data
Machine-Generated Data
Data
x Data
Session Data
Call Data
Records
Records
Records
Information
(xDRs)
(SDRs)
(CDRs)
Architectures
Sales DataTrouble Ticket Data
Today:
CRM DataChurn Data Transactions
Decisions based
Billing Data
Payment Data
on database
data
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IoT

Order & Fulfillment Data

Big Data Analytics Capabilities that CSPs Are


Exploiting
32% of my top
customers
experience excessive
call drops on the
Eastern Toll Bridge

Load and store massive volumes


of fine grained activity data for
collect now, examine later
analysis

Continuously extract high volume


streaming events to drive real-time
monitoring, decisioning and actions

Analyse unstructured text logs to


discover sentiment, themes and trends,
and extract signal from noise

Monetize CSP data to generate new


revenues

Monitoring networks in real


time, with 800,000 network
events processed per second

More than 25% of customers


with CPE problems were
advised to reset device. Of
these, a large number of callers
logged a new call within 24
hours

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This major pedestrian mall


junction is busiest between 122pm among young people
aged 20-30, with a large
* Illustrative
big data analytics capability
percentage
ofexamples
heavy ofmobile
data users

Data Monetization: A Telco


Perspective

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A Telcos Data Potential


Call & Data Usage
Info
App Downloads &
usage

Application
Development

Foot fall Analytics

Targeted
Marketing

Geo-positioning
Billing Records
Network
Performance

Location Data
Service

New Store LocationTransportation &


City Planning

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Examples of DATA CAPITAL1.inSubscriber


Communications
Location Data
2. Service and Account
Segmentation Data
3. Network Service Data
4. Browsing Categories
5. Customer Viewing Patterns
6. Retail Footfall Information
7. Product bundling & Offer
Sales
8. Customer behavior and
sentiment
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Internal vs External Monetization


Internal
Monetization

External
Monetization
Individually Targeted

Improved customer profiling


and segmentation

Real Time Offers

Improved marketing and


campaign conversion

Location based Offers

Reduced Churn
Timely Offers
Low-balance Top-Up
Internet Bandwidth Boost
Wifi Offload
New Handset Detect
New Location Detect

Real Time Advertisements


Shop at
Buy a coffee at
Buy a Recharge Offer at

Aggregated / Anonymized
Footfall Analytics
Affinity / Interest / Behavioural
Internet Profile
Smart City Applications
(Tourist/Visitors, Mobility
Patterns, Public Safety)

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Ignore Privacy Considerations at your Peril!


Yes!
Marketing
Yes!
Yes!

Sales
IT

NO
!

Yes!
Operations

Legal

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Data Privacy Considerations


Regulations vary by country / region
Creepiness Factor
Aggregation of data
In some regulatory zones, you can track locations of subscribers only
if there are more than x individuals in a given region.

Contractual Opt-in / Opt-out


Telcos in the US, UK and other countries have incorporated, in their
T&Cs the right to use subscriber data in anonymized, aggregated
form.

Data models need to incorporate support for opt-in / opt-out


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Top Uses of Location Insights


Site Selection

Comparison / Benchmarking

Where should I locate my


Restaurant
Bank Branch / ATM
Department Store

Compare traffic in one location vs


another location (same enterprise,
or competitor)

Transportation / Infrastructure
Planning
What is the load? Congestion?

Advertising Location
Where are the eyeballs I am most
interested in targeting?

Interesting Observation: These are based on location data, but could easily
apply to website / browsing data as well.
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Productizing the Process : Monetization Factory


The business case for data monetization must be justified across the
value chain, by leveraging the same data monetization platform
across different use cases.
The same platform and insights for internal monetization can be used
for external monetization
Data Segmentation One Way Encryption Separate External Data
Repository (Cloud Based)
Multi-tenant / Multi-user access
Real-Time vs Periodic Data Update (Automated ETL)
Interactive vs Canned GUI
Billing and Monetization (API based, subscription based, fine-grained)
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How CSP Data can be Monetized

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Marketing Insights As a Service

Advanced Monetization by providing Information As a Service

Challenges / Opportunities
Most mobile advertising today is based
on batch and pray. Channel partners and
agencies are looking for better ways to
engage customers and remove
guesswork
CSPs have extensive information on
customer location and usage allowing to
be classified and leveraged by brands
and agencies

Solution
Anonymize and classify customer usage
and interest into categories based on
network data combined with
demographics and service data.
Monetize marketing information with
agencies, brands and channel partners
to help better target customers with the
most relevant ads.

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Parental Monitoring As a Service

Advanced Monetization by providing Information As a Service

Opportunities
18-24 years old users spend the most
amount of time on smartphone amongst
all age groups n a month (37 hours 6
months) of which social media use
dominates app time.
Limited access to use of childs social
interests leaves parental concerns to a all
time high.

Solution
Integrate across a host of social data
identified against a specific user with
parental consent.
Deliver access to information based on
integration to publicly available social
services for subscriber helping to guide
access and affinity to childs interests
and parental monitoring.

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Retail Footfall Analysis

Improve Store Operations KPI and Customer Engagement

Opportunities
Correlate demographic information with
retail store behavior to identify better
retail engagement
Enable store of the future functionality
with in store presence information, better
targeting visitors and in network
subscribers

Solution
Deliver commercially beneficial retail
site information based on network data
and insights
Inferred presence and dwell time of an
individual onsite allows for designing the
store layout and content placement
most suited for improved customer
engagement and internal monetization

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Location
Insight
As
a
Service
Generate New Revenue Streams and Improve Customer
Experience

Opportunities
LOCATION DATA MONETIZATION

Information service offering maps and locations


overlaid with footfall and traffic, to enterprises
(e.g. Retailers) or Public Sector (e.g. tourism
board)
Leverage MOBILE and LOCATION DATA to
determine, matched with demographic
Aggregated, anonymized data
Expose data via an online portal or as a web
service API

Solution
Deliver commercially beneficial Location
+ Demographic information based on
network data and insights
Deliver valuable insight based on
Location + Customer insight to improve
CUSTOMER EXPERIENCE and/or VALUEADDED SERVICES

CUSTOMER + LOCATION DATA


MONETIZATION

Fined grained big data about mobile internet and


app usage as an information service offered to
enterprises
App/web usage matched to location &
demographics
Aggregated, anonymized data when used
in
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Big Data Platform

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Big Data Platform


Apps

Custom

Data Management

Warehouse

Packaged

Busine
ss
Analyt
ics
Reports

Visualization

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Big Data Platform


Apps

Data

Custom

Data Management

Reservoir

Factory

Warehouse

Packaged

Busine
ss
Analyt
ics
Reports

Visualization

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Big Data Platform


Apps

Fast Data

Data

1 2 3

Streams

Events

Actions

Data Management

Reservoir

Factory

Warehouse

Custom

Packaged

Busine
ss
Analyt
ics
Reports

Visualization

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Big Data Platform


Apps

Fast Data

Data

1 2 3

Streams

Events

Actions

Data Management

Reservoir

Factory

Warehouse

Data Lab

Data Sets Discovery Data Science

Custom

Packaged

Busine
ss
Analyt
ics
Reports

Visualization

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Big Data Platform


Apps

Fast Data

Data

Result
s

1 2 3

Streams

Events

Actions

Data Management

Reservoir

Factory

Warehouse

Data Lab

Custom

Data
Services

Packaged

Busine
ss
Analyt
ics

Smart
Things

Reports
People

Data Sets Discovery Data Science

Visualization

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Location Data Monetization Capabilities Required


Data
Raw CDR
And Network
Signaling
Data

Customer
Profile Data

Usage Data

Apps

Fast Data
Real Time Stream
Processing of
Network Events
Streams
Events

Triggering
1 2 3
of Offers
and Ads
Actions

Data Management
Fine
Aggregatio
External
Grained
n&
Repositor
Reposito
Anonymiza
y of
ry of
tion
Anonymiz
Location
Warehouse
Reservoir
Factory
ed
and
Profile
Aggregat
Usage
Enrichmen
ed Data
Data
t
Data Lab

Other Data

Social
Third Party

Location Insights Product


Development
Data Sets Discovery Data Science

Custom

Packaged
Location
Busine
Insights as
ss
a Service
Analyt
Portal
ics
Reports

Result
s

Data
Business
Services
Outcomes
Comparison
Benchmarkin
g
Smart
Infra
Things
Planning
Site
Selection
Ad Location

People
Visualization

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Location Data Monetization Oracle Footprint


Data
Raw CDR
And Network
Signaling
Data

Customer
Profile Data

Usage Data

Apps

Fast Data
Oracle Stream
Explorer
Oracle Event
Processing
Streams
Events
Oracle Coherence

Oracle
Real Time
Decisions
Actions
1 2 3

Data Management
Oracle
Big Data
Applianc
Reservoir
e

Database
Oracle Data
Cloud
Integrator
Service
Big Data
Connectors
/ Big Data
DB
Opts
Cloud
Warehouse
Factory
(Masking, Adv
Service
Security etc)

Data Lab
Other Data

Social
Third Party

Oracle Big Data Discovery


Oracle Advanced Analytics
Data Sets Discovery Data Science

Oracle Big
Data
Custom
Discovery
Big Data
Discovery
Packaged
Cloud
Service

Busine
Oracle
ss
Business
Analyt
Intelligence
/ ics
Cloud
Service

Oracle
Reports
Fusion
Middleware
Webcenter
Visualization

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Result
s

Data
Business
Services
Outcomes
Comparison
Benchmarkin
g
Smart
Infra
Things
Planning
Site
Selection
Ad Location

People

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Demo Location Data Monetization

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Location Data Monetization - Solution


Architecture
DATA

DATA FACTORY

DATA
MANAGEMENT

Signalin
g/
CDR/XDR
Data
Data
Traffic

DATA LAB

Big Data
Reservoir

Aggregate &
Anonymize
BSS profile
data

ODI for Big Data

Discovery

BDSQL

Footfall Analytics

Mobile
Marketing

On Demand Query
BDA
Hadoop

APPLICATIONS

Site
Selection
BDD

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Location Data Monetization - CLOUD


Architecture
DATA

DATA FACTORY

DATA
MANAGEMENT

DATA LAB

APPLICATIONS

Location
Insight

Mobile
Marketing

Signaling/
CDR/XDR Data
Data
Traffic

Java

BSS profile
data
Aggregate
&
Anonymize
Footfall Analytics

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Demo Step 1:
Acquire (DATA) and Aggregate (DATA FACTORY)
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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Demo Step 2:
Anonymize (DATA FACTORY) & Archive (DATA MANAGEMENT)

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

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Demo Step 3:
CSP Location Analytics (DATA LAB)

Age Distribution

Gender Statistics
Calling
Plan
Usage

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Subscriber
Activity on
the map

iPhone vs
Android
Popularity
Among
Male &
Female
36

Results Being Realized by World Class


Institutions

1.4
M

Network packets
processed per
second
delivering
predictive failure
detection in LTE

Chief
Technology
Officer

62
%

Increase
Revenue via
Segmentation

Head of
Sales

30
%

92%

Accuracy on
subscriber
renewals

Reduction in
Tests and
Analysis

Head of
Ops

Head of
Analytics

35K

30%

Head of
Service

Head of
Customer
Experienc
e
37

Reduction in
Call
Processing
Minutes per
day

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Increase
In Net
Promoter
Score

Big Data Platform


Apps

Fast Data

Data

Result
s

1 2 3

Streams

Events

Actions

Data Management

Reservoir

Factory

Warehouse

Data Lab

Custom

Data
Services

Packaged

Busine
ss
Analyt
ics

Smart
Things

Reports
People

Data Sets Discovery Data Science

Visualization

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Complete Deployment Choice


Deployment Choice

Private Cloud

Same
Standards
Same Products
Hybrid Cloud

Public Cloud

Move workloads between Private and Public


Cloud
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Visit our Big Data Industry Solution


Demos
BIG DATA SHOWCASE
West End of DemoGrounds
Mascone South

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Why Choose Oracle for Data Monetization?


1

Data as Capital: Manage your data


as a monetizable asset.
Speed to Analytic Value: An
integrated set of Big Data
technologies supports the entire
analytic process
Innovation and Agility: Cloudbased capabilities that deliver
innovations more quickly and
reliably.
Resource Efficiency: Enable the
organization to become data driven.

Resulting in:

Greater Customer Insight


Increased Revenue
New Business Models

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