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1© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini [email protected]
Fast & Big Data: the journey from innovative ideas
to the creation of real value for
Telco’sDaniel Zini
How Fast & Big Data is relevant to make BIG $$$?
How to get 95% of revenue from advertising?
to read all their emails…
to know what they are looking for…
Through “free” services and products to intimately know its customers…
to know their phone…
The example
To intimately know your customers is the key to BIG $$$!
What’s the advantage of the Mobile Operator?
Mobile Communication
My Companion
My Identity
My Limb
Mobile phones are uniquely attached to users…
The Mobile Operator is in a unique position to be attached to its customers!
90% of data in the world created just in the last 2 years!
10© Copyright 2013 EMC Corporation. All rights reserved.
The Big Data opportunity with TelcoThe problems Huge and fast growing
amount of Mobile Data to be delivered
Almost flat revenue growth (+2.3% revenue CAGR 2012-17)
80% of mobile data generates only 20% of revenue
The opportunity To transform mobile
data into value– To generate revenue– To optimise the costs of
delivering the huge amount of mobile data
11© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini [email protected]
A single Fast & Big Data Platform
TechnologyCustomer Experience Management (CEM)
Network Planning
BusinessReduce Customer Churn
Revenue StimulationImprove Net Promoter Score (NPS)
New ServicesLocation Based Services (LBS)
Personalised Real Time Marketing
M2M Big Data Analytics
The Pivotal Fast & Big Data platform for all business needs
Enables NEW use cases to fully exploit the data in the mobile network Enhance EXISTING use cases / applications
12© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini [email protected]
Past:Historic Data
Location Usage Experience
TechnologyCustomer Experience Management (CEM)
Network Planning
BusinessReduce Customer Churn
Revenue Stimulation
New ServicesLocation Based Services (LBS)
Personalised Real Time Marketing
RAWDATA
REAL TIME
External Data Sources Internal Data Sources
Social Media
WeatherCRM
Portal
Mobile Network
13© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini [email protected]
The value chain(1) Bringing all data together
(2) Get all raw data without aggregation
(3) Access to the full “time spectrum”
(4) Real Time end-to-end process
(5) Data monetisation through flexible
options
14© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini [email protected]
(1) Bringing all data together
Fast & Big Data Platform
Data Source
Application 1
Data Source
Application 2
Data Source
Application 3
Dedicated Infrastructure
Data Source
Single Application
Dedicated Infrastructure
Data Source
Single Application
Dedicated Infrastructure
Data Source
Single ApplicationSilos of aggregated data with • specialised
applications,• dedicated infrastructure
and• “distilled” data sources
All raw data available in real time to any application
15© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini [email protected]
(2) Get all raw data without aggregationData
Analysis Request
Data Collection request
Data Collected
Data Aggregat
ed
Data Analysed
Result provided
Data Analysis Request
Data AnalysedResult Provided
Continuous Data Collection of raw data
Traditional Client/Server
approachAll data is
readily available
16© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini [email protected]
(3) Access to the full “time spectrum”
Past:Historic Data• e.g. your location 2
minutes ago, 2 hours ago and 2 months ago
Now:Current Status• e.g. where you
are now
Future:Predicted Status• e.g. where you
are going to be
Single Unified QueryApp 1 App 2
App 3 App 4
17© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini [email protected]
(4) Process – Real Time End-to-EndReal Time Analytics
Real Time Actions
Real Time Data Capture
All raw data (no aggregation) Current status,
history and predicted status
Results in Real Time to enable monetising the
value of the data
External Data
Network Data
Internal Data
18© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini [email protected]
(5) Data monetisation through flexibleoptions
EMC Solution Customer built solution
Hybrid Solution
Fast & Big Data Platform
“Buy” approachEMC provides the
end-to-end solution
“Build” approach The MNO build its own solution leveraging the EMC platform (PaaS)
Hybrid approachEMC build a solution
together with the MNO also bringing
3rd parties as appropriate
“Discovery” approachEMC provides Data Scientists skills to
help the MNO discover the value within their data
19© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini [email protected]
The Fast & Big Data Solution PrinciplesAGILE
OPEN COSTEFFECTIVE SCALABLE
Open standards and API’s to interface with each component
Aligned to Analytics
target architecture and existing standards
Modular platform
(only used modules are paid
for)Built on commodity
HW
Linear scalability to enable infinite growth
Agile delivery approach
Enabling very quick implementations and integration
Leverage existing invest-ments
20© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini [email protected]
The journey to the Data Driven Enterprise
Reporting• Reporting on
historical trends and current business performance
Business Intelligence• Provide easy
access to business users to allow them to quickly gain business insights
Predictive Analytics• Not only predict the
most likely outcome, but what's the best that could happen
• Standardize and automate this process so decisions are fact-based instead of judgment or interpretation
With the advent of Big Data the shift from insight to impact is more
important than ever!
21© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini [email protected]
The enablers to win Big Data opportunitiesTechnology:Fast & Big
Data Platform
Process:Agile
Methodology
People:Data Science Innovation
Center (DSIC)
22© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini [email protected]
What about privacy and security? The opportunity for the Mobile Network Operators is
to play the trusted role of guardian of users privacy Only “Opted-in” users that explicitly provided their
consent to access to their data Anonymised data and samples Leveraging RSA – the security division of EMC
23© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini [email protected]
OSS BSS
CDR’s EDW
BI CRM Billing
Past
OSS BSSEDW
BI CRM BillingFull
bi-directional data federation
Fast & Big Data Platform
Future
Big Data to enable the transformation
24© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini [email protected]
Some lessons learned… Big Data is often confused with Business Intelligence and thus with a
“traditional/legacy” approach – it is important to fully understand and adopt the agile methodology
Lots of different stakeholders are impacted by Big Data & Real Time Analytics but each one is driven just by its needs / KPI’s – there is a need for someone owning and driving the vision with the “bigger picture”
The need to be future proof easily risks to drive a “boil the ocean” approach
The central importance of the technology lead to a high risk of being driven by technology instead of business – focus on a combination of revenue generation and cost saving use cases
25© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini [email protected]
Success factors to winFast & Big Data opportunities
Focus on the business needs and not on the technologies
Think big with an open and scalable
future proof platform but start
small
Start now with an agile approach to
get immediate results
26© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini [email protected]
Q&A
27© Copyright 2013 EMC Corporation. All rights reserved. This slide deck has been created by Daniel Zini [email protected]
For any further questions do not hesitate to contact [email protected]
http://linkedin.com/in/dzini
