Welcome!

Wireless Authors: Scott Hirsch, Pat Romanski, Carmen Gonzalez, Elizabeth White, Peter Silva

Related Topics: Big Data Journal, Wireless, SOA & WOA, Virtualization, Cloud Expo, SDN Journal

Big Data Journal: 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.


@ThingsExpo Stories
How do APIs and IoT relate? The answer is not as simple as merely adding an API on top of a dumb device, but rather about understanding the architectural patterns for implementing an IoT fabric. There are typically two or three trends: Exposing the device to a management framework Exposing that management framework to a business centric logic • Exposing that business layer and data to end users. This last trend is the IoT stack, which involves a new shift in the separation of what stuff happens, where data lives and where the interface lies. For instance, it’s a mix of architectural style...
P2P RTC will impact the landscape of communications, shifting from traditional telephony style communications models to OTT (Over-The-Top) cloud assisted & PaaS (Platform as a Service) communication services. The P2P shift will impact many areas of our lives, from mobile communication, human interactive web services, RTC and telephony infrastructure, user federation, security and privacy implications, business costs, and scalability. In his session at Internet of @ThingsExpo, Robin Raymond, Chief Architect at Hookflash Inc., will walk through the shifting landscape of traditional telephone a...
SYS-CON Events announced today that Matrix.org has been named “Silver Sponsor” of Internet of @ThingsExpo, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Matrix is an ambitious new open standard for open, distributed, real-time communication over IP. It defines a new approach for interoperable Instant Messaging and VoIP based on pragmatic HTTP APIs and WebRTC, and provides open source reference implementations to showcase and bootstrap the new standard. Our focus is on simplicity, security, and supporting the fullest feature set.
BSQUARE is a global leader of embedded software solutions. We enable smart connected systems at the device level and beyond that millions use every day and provide actionable data solutions for the growing Internet of Things (IoT) market. We empower our world-class customers with our products, services and solutions to achieve innovation and success. For more information, visit www.bsquare.com.
Connected devices are changing the way we go about our everyday life, from wearables to driverless cars, to smart grids and entire industries revolutionizing business opportunities through smart objects, capable of two-way communication. But what happens when objects are given an IP-address, and we rely on that connection, sometimes with our lives? How do we secure those vast data infrastructures and safe-keep the privacy of sensitive information? This session will outline how each and every connected device can uphold a core root of trust via a unique cryptographic signature – a “bir...
From a software development perspective IoT is about programming "things," about connecting them with each other or integrating them with existing applications. In his session at @ThingsExpo, Yakov Fain, co-founder of Farata Systems and SuranceBay, will show you how small IoT-enabled devices from multiple manufacturers can be integrated into the workflow of an enterprise application. This is a practical demo of building a framework and components in HTML/Java/Mobile technologies to serve as a platform that can integrate new devices as they become available on the market.
SYS-CON Events announced today that Utimaco will exhibit at SYS-CON's 15th International Cloud Expo®, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Utimaco is a leading manufacturer of hardware based security solutions that provide the root of trust to keep cryptographic keys safe, secure critical digital infrastructures and protect high value data assets. Only Utimaco delivers a general-purpose hardware security module (HSM) as a customizable platform to easily integrate into existing software solutions, embed business logic and build s...
SYS-CON Events announced today that SOA Software, an API management leader, will exhibit at SYS-CON's 15th International Cloud Expo®, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. SOA Software is a leading provider of API Management and SOA Governance products that equip business to deliver APIs and SOA together to drive their company to meet its business strategy quickly and effectively. SOA Software’s technology helps businesses to accelerate their digital channels with APIs, drive partner adoption, monetize their assets, and achieve a...
Almost everyone sees the potential of Internet of Things but how can businesses truly unlock that potential. The key will be in the ability to discover business insight in the midst of an ocean of Big Data generated from billions of embedded devices via Systems of Discover. Businesses will also need to ensure that they can sustain that insight by leveraging the cloud for global reach, scale and elasticity.
SYS-CON Events announced today that Red Hat, the world's leading provider of open source solutions, will exhibit at Internet of @ThingsExpo, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Red Hat is the world's leading provider of open source software solutions, using a community-powered approach to reliable and high-performing cloud, Linux, middleware, storage and virtualization technologies. Red Hat also offers award-winning support, training, and consulting services. As the connective hub in a global network of enterprises, partners, a...
Internet of @ThingsExpo Silicon Valley announced on Thursday its first 12 all-star speakers and sessions for its upcoming event, which will take place November 4-6, 2014, at the Santa Clara Convention Center in California. @ThingsExpo, the first and largest IoT event in the world, debuted at the Javits Center in New York City in June 10-12, 2014 with over 6,000 delegates attending the conference. Among the first 12 announced world class speakers, IBM will present two highly popular IoT sessions, which will take place November 4-6, 2014 at the Santa Clara Convention Center in Santa Clara, Calif...
WebRTC defines no default signaling protocol, causing fragmentation between WebRTC silos. SIP and XMPP provide possibilities, but come with considerable complexity and are not designed for use in a web environment. In his session at Internet of @ThingsExpo, Matthew Hodgson, technical co-founder of the Matrix.org, will discuss how Matrix is a new non-profit Open Source Project that defines both a new HTTP-based standard for VoIP & IM signaling and provides reference implementations.

SUNNYVALE, Calif., Oct. 20, 2014 /PRNewswire/ -- Spansion Inc. (NYSE: CODE), a global leader in embedded systems, today added 96 new products to the Spansion® FM4 Family of flexible microcontrollers (MCUs). Based on the ARM® Cortex®-M4F core, the new MCUs boast a 200 MHz operating frequency and support a diverse set of on-chip peripherals for enhanced human machine interfaces (HMIs) and machine-to-machine (M2M) communications. The rich set of periphera...

SYS-CON Events announced today that Aria Systems, the recurring revenue expert, has been named "Bronze Sponsor" of SYS-CON's 15th International Cloud Expo®, which will take place on November 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Aria Systems helps leading businesses connect their customers with the products and services they love. Industry leaders like Pitney Bowes, Experian, AAA NCNU, VMware, HootSuite and many others choose Aria to power their recurring revenue business and deliver exceptional experiences to their customers.
The Internet of Things (IoT) is going to require a new way of thinking and of developing software for speed, security and innovation. This requires IT leaders to balance business as usual while anticipating for the next market and technology trends. Cloud provides the right IT asset portfolio to help today’s IT leaders manage the old and prepare for the new. Today the cloud conversation is evolving from private and public to hybrid. This session will provide use cases and insights to reinforce the value of the network in helping organizations to maximize their company’s cloud experience.
The Internet of Things (IoT) is making everything it touches smarter – smart devices, smart cars and smart cities. And lucky us, we’re just beginning to reap the benefits as we work toward a networked society. However, this technology-driven innovation is impacting more than just individuals. The IoT has an environmental impact as well, which brings us to the theme of this month’s #IoTuesday Twitter chat. The ability to remove inefficiencies through connected objects is driving change throughout every sector, including waste management. BigBelly Solar, located just outside of Boston, is trans...
SYS-CON Events announced today that Matrix.org has been named “Silver Sponsor” of Internet of @ThingsExpo, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Matrix is an ambitious new open standard for open, distributed, real-time communication over IP. It defines a new approach for interoperable Instant Messaging and VoIP based on pragmatic HTTP APIs and WebRTC, and provides open source reference implementations to showcase and bootstrap the new standard. Our focus is on simplicity, security, and supporting the fullest feature set.
Predicted by Gartner to add $1.9 trillion to the global economy by 2020, the Internet of Everything (IoE) is based on the idea that devices, systems and services will connect in simple, transparent ways, enabling seamless interactions among devices across brands and sectors. As this vision unfolds, it is clear that no single company can accomplish the level of interoperability required to support the horizontal aspects of the IoE. The AllSeen Alliance, announced in December 2013, was formed with the goal to advance IoE adoption and innovation in the connected home, healthcare, education, aut...
SYS-CON Events announced today that Red Hat, the world's leading provider of open source solutions, will exhibit at Internet of @ThingsExpo, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Red Hat is the world's leading provider of open source software solutions, using a community-powered approach to reliable and high-performing cloud, Linux, middleware, storage and virtualization technologies. Red Hat also offers award-winning support, training, and consulting services. As the connective hub in a global network of enterprises, partners, a...
The only place to be June 9-11 is Cloud Expo & @ThingsExpo 2015 East at the Javits Center in New York City. Join us there as delegates from all over the world come to listen to and engage with speakers & sponsors from the leading Cloud Computing, IoT & Big Data companies. Cloud Expo & @ThingsExpo are the leading events covering the booming market of Cloud Computing, IoT & Big Data for the enterprise. Speakers from all over the world will be hand-picked for their ability to explore the economic strategies that utility/cloud computing provides. Whether public, private, or in a hybrid form, clo...