How Communications Service Providers can use Big Data

Your big data is not only about Call Details Records

Alain.pngDuring my frequent interactions with communications service providers around the world, I always ask one question up front:  how big is your big data?  Without exception, the answer comes after calculating the number of call details records (CDRs) that are collected in the data warehouse. As you can imagine, a mobile company in India with more than 100 million subscribers is collecting a different level of magnitude of data to a wireline operator in South America with one million subscribers. 

 

Over the years, large communication networks and their associated switches, billing systems and service departments may have generated hundreds of millions of individual CDRs daily. Terabytes of dynamic customer data will continue to grow exponentially as carriers add new services and as IP-based traffic increases.

 

However, success for a Big Data strategy does not lie in simply recognizing CDRs, but also in handling 100 percent of enterprise data — structured, unstructured and semi-structured — and in securely delivering actionable intelligence from that data in seconds.

 

The different sources of information for communications service providers include not only network usage but also sensors, connected devices, mobile devices, apps, voice and data services, customer feedback, click-stream, social network profiles, and speech or video analytics.  Since communications service providers don’t necessarily know what bit of information might prove useful in today’s complex world, they need to collect everything — logs, machine data, performance metrics, and others.

 

How Communications Service Providers can use Big Data

HP Software is working with a lot of communications service providers on Big Data projects. Below is a list of the ways in which they are using Big Data.

 

Subscribers network usage

Understand how your network is utilized so that you can identify where to invest the new capacity, when to make traffic-boosting offers, and how to serve customers most efficiently.

 

Operations analytics

Deliver actionable intelligence about service health with advanced analytics capabilities for consolidated IT data — including machine data, logs, events, topologies, and performance statistics and analyze all of your important information to diagnose problems and determine root cause. HP has just released a dedicated product to do this. It’s called, not surprisingly, HP Operations Analytics. Mike Shaw will be blogging on this product in the next few weeks.

 

Multiple channel customer analytics

Understand your net promoter score and increase loyalty with proactive customer experience management as you need to ensure that you don’t simply invest more and more in the network without proving your value to your subscribers.

 

Mobile experience personalization and advertisment personalization

Address the customer usage, behavior, and interests with targeted products and marketing offers that personalize the user experience according to actual customer needs. For example, Orange is analyzing calls to their call centers and using it to reduce churn and produce better products. 

 

HP has just released a product called HP Digital Marketing Hub to make this task easier. HP Digital Marketing Hub includes both structured and unstructured big data analysis capabilities out the box.

 

Security and fraud prevention

Protect critical assets by creating total visibility into activity across the customer’s IT and IP network infrastructure — including external threats such as malware and hackers with Big Data for security, and internal threats such as data breaches and fraud with Fraud prevention.

 

Machine-to-machine and Big Data as a service

Create new business models by connecting with over-the-top players and transform from a provider of network infrastructure to value-added content provider for third-party advertisers and verticals.

 

Vodafone UK uses HP’s Big Data Platform for 4G

 

Vodafone 4G.jpgAs an example, Vodafone UK faced one of their industry’s leading challenges — sheer complexity — as it rolled out its 4G network.  4G delivers a notable change in performance for service providers and their customers.  But with this change comes increased complexity in the systems to operate, monitor and manage the network.  4G networks are inherently multi-vendor and multi-technology, and managing a 4G network involves capturing, integrating and analyzing data from multiple management systems. Big Data holds the answers to improve and maintain a positive customer experience.

 

Join me in our latest Value of Vertica webinar to discuss how Vodafone combines technology from SysMech, HP Vertica, and Tableau Software, not only to master volume and complexity, but also to extract immediate, profit-driving value to ensure a positive customer experience.

 

New Big Data for Service Providers e-book

To learn more about how HP Software can help Communications Service Providers can transform their Big Data into knowledge and revenue, download the new HP Big Data for Service Providers e-book entitled “ Harvest your Big Data

 

 

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About the Author
Mike has been with HP for 30 years. Half of that time was in R&D, mainly as an architect. The other 15 years has been spent in product manag...
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