Click here to close now.


Containers Expo Blog Authors: Tim Hinds, Elizabeth White, Pat Romanski, Liz McMillan, Chris Witeck

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.

@ThingsExpo Stories
With all the incredible momentum behind the Internet of Things (IoT) industry, it is easy to forget that not a single CEO wakes up and wonders if “my IoT is broken.” What they wonder is if they are making the right decisions to do all they can to increase revenue, decrease costs, and improve customer experience – effectively the same challenges they have always had in growing their business. The exciting thing about the IoT industry is now these decisions can be better, faster, and smarter. Now all corporate assets – people, objects, and spaces – can share information about themselves and thei...
The Internet of Things is clearly many things: data collection and analytics, wearables, Smart Grids and Smart Cities, the Industrial Internet, and more. Cool platforms like Arduino, Raspberry Pi, Intel's Galileo and Edison, and a diverse world of sensors are making the IoT a great toy box for developers in all these areas. In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists discussed what things are the most important, which will have the most profound effect on the world, and what should we expect to see over the next couple of years.
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Day 2 Keynote at 17th Cloud Expo, Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, wil...
PubNub has announced the release of BLOCKS, a set of customizable microservices that give developers a simple way to add code and deploy features for realtime apps.PubNub BLOCKS executes business logic directly on the data streaming through PubNub’s network without splitting it off to an intermediary server controlled by the customer. This revolutionary approach streamlines app development, reduces endpoint-to-endpoint latency, and allows apps to better leverage the enormous scalability of PubNub’s Data Stream Network.
Discussions of cloud computing have evolved in recent years from a focus on specific types of cloud, to a world of hybrid cloud, and to a world dominated by the APIs that make today's multi-cloud environments and hybrid clouds possible. In this Power Panel at 17th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the importance of customers being able to use the specific technologies they need, through environments and ecosystems that expose their APIs to make true change and transformation possible.
Microservices are a very exciting architectural approach that many organizations are looking to as a way to accelerate innovation. Microservices promise to allow teams to move away from monolithic "ball of mud" systems, but the reality is that, in the vast majority of organizations, different projects and technologies will continue to be developed at different speeds. How to handle the dependencies between these disparate systems with different iteration cycles? Consider the "canoncial problem" in this scenario: microservice A (releases daily) depends on a couple of additions to backend B (re...
I recently attended and was a speaker at the 4th International Internet of @ThingsExpo at the Santa Clara Convention Center. I also had the opportunity to attend this event last year and I wrote a blog from that show talking about how the “Enterprise Impact of IoT” was a key theme of last year’s show. I was curious to see if the same theme would still resonate 365 days later and what, if any, changes I would see in the content presented.
Apps and devices shouldn't stop working when there's limited or no network connectivity. Learn how to bring data stored in a cloud database to the edge of the network (and back again) whenever an Internet connection is available. In his session at 17th Cloud Expo, Ben Perlmutter, a Sales Engineer with IBM Cloudant, demonstrated techniques for replicating cloud databases with devices in order to build offline-first mobile or Internet of Things (IoT) apps that can provide a better, faster user experience, both offline and online. The focus of this talk was on IBM Cloudant, Apache CouchDB, and ...
Container technology is shaping the future of DevOps and it’s also changing the way organizations think about application development. With the rise of mobile applications in the enterprise, businesses are abandoning year-long development cycles and embracing technologies that enable rapid development and continuous deployment of apps. In his session at DevOps Summit, Kurt Collins, Developer Evangelist at, examined how Docker has evolved into a highly effective tool for application delivery by allowing increasingly popular Mobile Backend-as-a-Service (mBaaS) platforms to quickly crea...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York and Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th 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 cha...
Internet of @ThingsExpo, taking place June 7-9, 2016 at Javits Center, New York City and Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 18th International @CloudExpo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo New York Call for Papers is now open.
The cloud. Like a comic book superhero, there seems to be no problem it can’t fix or cost it can’t slash. Yet making the transition is not always easy and production environments are still largely on premise. Taking some practical and sensible steps to reduce risk can also help provide a basis for a successful cloud transition. A plethora of surveys from the likes of IDG and Gartner show that more than 70 percent of enterprises have deployed at least one or more cloud application or workload. Yet a closer inspection at the data reveals less than half of these cloud projects involve production...
Cloud computing delivers on-demand resources that provide businesses with flexibility and cost-savings. The challenge in moving workloads to the cloud has been the cost and complexity of ensuring the initial and ongoing security and regulatory (PCI, HIPAA, FFIEC) compliance across private and public clouds. Manual security compliance is slow, prone to human error, and represents over 50% of the cost of managing cloud applications. Determining how to automate cloud security compliance is critical to maintaining positive ROI. Raxak Protect is an automated security compliance SaaS platform and ma...
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
There are over 120 breakout sessions in all, with Keynotes, General Sessions, and Power Panels adding to three days of incredibly rich presentations and content. Join @ThingsExpo conference chair Roger Strukhoff (@IoT2040), June 7-9, 2016 in New York City, for three days of intense 'Internet of Things' discussion and focus, including Big Data's indespensable role in IoT, Smart Grids and Industrial Internet of Things, Wearables and Consumer IoT, as well as (new) IoT's use in Vertical Markets.
Today air travel is a minefield of delays, hassles and customer disappointment. Airlines struggle to revitalize the experience. GE and M2Mi will demonstrate practical examples of how IoT solutions are helping airlines bring back personalization, reduce trip time and improve reliability. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Dr. Sarah Cooper, M2Mi’s VP Business Development and Engineering, explored the IoT cloud-based platform technologies driving this change including privacy controls, data transparency and integration of real time context with p...
The Internet of Things (IoT) is growing rapidly by extending current technologies, products and networks. By 2020, Cisco estimates there will be 50 billion connected devices. Gartner has forecast revenues of over $300 billion, just to IoT suppliers. Now is the time to figure out how you’ll make money – not just create innovative products. With hundreds of new products and companies jumping into the IoT fray every month, there’s no shortage of innovation. Despite this, McKinsey/VisionMobile data shows "less than 10 percent of IoT developers are making enough to support a reasonably sized team....
We all know that data growth is exploding and storage budgets are shrinking. Instead of showing you charts on about how much data there is, in his General Session at 17th Cloud Expo, Scott Cleland, Senior Director of Product Marketing at HGST, showed how to capture all of your data in one place. After you have your data under control, you can then analyze it in one place, saving time and resources.
Just over a week ago I received a long and loud sustained applause for a presentation I delivered at this year’s Cloud Expo in Santa Clara. I was extremely pleased with the turnout and had some very good conversations with many of the attendees. Over the next few days I had many more meaningful conversations and was not only happy with the results but also learned a few new things. Here is everything I learned in those three days distilled into three short points.
As organizations realize the scope of the Internet of Things, gaining key insights from Big Data, through the use of advanced analytics, becomes crucial. However, IoT also creates the need for petabyte scale storage of data from millions of devices. A new type of Storage is required which seamlessly integrates robust data analytics with massive scale. These storage systems will act as “smart systems” provide in-place analytics that speed discovery and enable businesses to quickly derive meaningful and actionable insights. In his session at @ThingsExpo, Paul Turner, Chief Marketing Officer at...