VF-NL Innovation

CBS - Vodafone - Mezuro

Using mobile network data for statistical research

DGNIS, The Hague

September 26th , 2013

Raoul Raab (Vodafone)May Offermans (CBS)

Confidentiality level C3VF-NL Innovation

Everyone’s talking about Big Data...

David McCandless: The beauty of data visualization

There’s a titanic amount of data out there,

unprecedented.... Data is beautiful! (July 2010)

Building with big data : The data revolution is

changing the landscape of business ; May 26th

2011

The beauty of data

“Data wins wars”

- Amazon.com corporate slogan

Confidentiality level C3VF-NL Innovation

• NFC/Contactless

Todays Smartphones present new possibilities for data

Confidentiality level C3VF-NL Innovation

Telecom providers have a lot of data and are exploring thesewith respect for customers’ privacy and permission

Cross functional cooperation may provide Big Data opportunities

Permission

Billing Records

MobileLocation

Customer

Surveys

Roaming

Network Data

Geo Dem

ProfilesHandset Clients

MobileTransactions

MobileAdvert

Cell Location

s

Fixed Network

AppsUsage

Streami

ng& P2P

Base Mgmt Data

Connected

Devices

“a typical Vodafone mobile network produces 50TB of data per day”

Segmentation

CVM

Technology

Digital

CM

BICC

EBU

CBU

Retail

M2Mdata

Confidentiality level C3VF-NL Innovation

Customer Data is “the new oil” balancing between………

Reward Risk

Deep Water Horizon SpillGhawar Old Field

Confidentiality level C3VF-NL InnovationMarch 30, 2012

Vodafone Privacy Commitments

Respect We value privacy because of its value to people. It’s about more than legal compliance – it’s about

building a culture that respects privacy and justifies the trust placed in us.

Openness and Honesty We communicate clearly about actions we take that may impact privacy, we ensure our actions reflect our words, and we are open to feedback about our actions.

Choice We give people the ability

to make simple and meaningful choices about their privacy.

Privacy by Design Respect for privacy is a key component in the design, development and delivery of our products and services.

Balance When we are required to balance the right to privacy

against other obligations necessary to a free and secure society,

we work to minimize privacy impacts.Laws and Standards We comply with privacy laws, and we will work with governments, regulators, policy makers and opinion formers for better and more meaningful privacy laws and standards.

Accountability We are accountable for living up to these principles

throughout our corporate family, including when working with our partners and suppliers.

VF-NL Innovation

Confidentiality level C3VF-NL Innovation

m-Analytics case CBS- Mezuro- Vodafone

> Mezuro started with counting people using camera’s for retail and outdoor advertising market

> Camera’s are very accurate and there is a clear market need, but:

– No information on origin visitor

– Camera’s only placed on demand; no existing network

> Idea: use the existing network of a provider to count and determine origin of visitors

> Mezuro found a partner in Vodafone to introduce this new technology (co development IPR and patent pending; TNO tested)

> First year focus on the public sector (cities, provinces and public bodies such as RWS and Prorail)

> Working together with CBS delivering statistical network data and improving/verifying the statistics behind the technology.

Confidentiality level C3VF-NL Innovation

Mezuro project – considerations

> Privacy aspects

– Privacy Law (Wbp) vs. Telecom Law

– To process personal data = prior consent needed: not enough data for statistics

– Legally no need for consent with anonymous data

– Vodafone only delivers anonymous and aggregated data to Mezuro

– Although explicit choice from Vodafone to offer opt-out

> Reputation aspects

– What is the public opinion (politicians, media, consumer associations, (potential) customers)?

– Bad press

> Commercial aspects

– Maximize ‘n’ in dataset (consent would decrease ‘n’)

– More anonymization reduces output value (Bus. Case)

Traffic data(Events = CDR’s)

Replace User-IDs(Anonymisation – phase 1)

Automated ‘blind’ analysis

Aggregation & validation(Anonymisation – phase 2)

Validated outputfor mobility reporting

Vod

afon

eS

olut

ion,

con

trol

led

by V

odaf

one

Mez

uro

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Results: Origin visitors Maastricht Centre

For

discussion only

Origin March 16 (outside the Netherlands) %Belgium 83.5%Germany 3.6%Luxembourg 1.6%France 1.6%Sweden 0.7%United Kingdom 0.6%United States of America 0.6%Italy 0.6%Switzerland 0.6%Spain 0.3%Total 97.4%

Unknown %Inter Standard Roaming 3.7%< 15 people 2.6%

Confidentiality level C3VF-NL Innovation

Results: Overview Maastricht Shopping area

Sunday

Shopping nightLow-cost busses

Sleeping longer on Sunday

Clearly more people

Clearly less people

Shopping night

Shopping night after ‘Sinterklaas’ does not work

Event ‘Magic dream’

Football match local

Friday market Special event + shopping night

Christmas

Christmas shopping New Year

Confidentiality level C3VF-NL Innovation

Results: Traffic between 4 cities

In cooperation with Goudappel Coffeng

Day-time population - Density

Day-time population - Density

Day time population

Almere: commuter town?

Municipal Personal Records Database

Day time population – Region profile

City CentreWorking region (busy)Working region (normal)No classificationCommuting regionRecreational region

Tourism

German Tourists visiting the Dutch Coast

– # Unique devices

Rainfall

Devices

Temperature

Devices

German Tourists visiting the Dutch coast

Devices

Temperature

UK Tourists visiting the Dutch coast

www.sendsteps.com

Prepare to react; keep your phone ready!

TXT 1

2

Text to +316 4250 0030

Type Session <space> WS6 <space> your answer

Internet 1

2

Go to sendc.com

Log in with Session

Posting messages is anonymousNo additional charge per message

3 Type WS6 <space> your answer

What can statistics based on mobile phone data mean for your organisation?

Internet Go to sendc.com and log in with Session Type WS6 <space> Your answer

TXT Send to 06 4250 0030: Session Type WS6 <space> Your answer

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Another application: Realtime data crowd management (pilot Queensday)In co-operation with KPMG and nu.nl widget where is the King- More then 4 million page views- Almost 300 K unique users