Hortonworks Demystify Big Data Breakfast Briefing 9th July, London slides by Juergen Urbanski, T-Systes

1. Capturing Big Value in Big Data
at Deutsche Telekom
Jürgen Urbanski
VP Big Data Architectures & Technologies
T-Systems
Board Member Big Data & Analytics
BITKOM (German IT Industry Association)
Christian Wirth
VP BI & Big Data
T-Systems

2. Introducing Deutsche Telekom and T-Systems
 Deutsche Telekom is Europe‟s largest telecom service provider
– Revenue: €58 billion
– Employees: 232,342
 T-Systems is the enterprise division of Deutsche Telekom
– Revenue: €10 billion
– Employees: 52,742
– Services: data center, end user computing, networking, systems
integration, cloud and big data
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3. Disruptive Innovations in Big Data
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Relational
Database
HADOOP
MPP
Analytics
Data
Warehouse
Schema
Pre-defined, fixed
Required on write
Required on read
Store first, ask questions later
Processing
No or limited
data processing
Compute & storage co-located
Parallel scale out processing
Data typesStructured Any, including unstructured
..
Physical
infrastructure
Default is enterprise grade
Mission critical
Default is commodity
Much cheaper storage

4. Target Hadoop Use Cases
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IT Infrastructure
& Operations
Business
Intelligence &
Data Warehousing
Line of Business
Potential
valueHighModerate
 Lower Cost
Storage for Tier
3 / 4 workloads
(active archive)
 Enterprise Data
Warehouse
Offload
 Enterprise Data
Warehouse
Archive
Telecommunications & Media
 Data Products
 Capacity Planning & Utilization
 Customer Profiling & Revenue Analytics
 Targeted Advertising Analytics
 Service Renewal Implementation
 CDR based Data Analytics
 Fraud Management
Other Industries
 Connected Car
 Smart Home
Cost effective
storage, processing, and
analysis
Foundation for
profitable growth
= Highlighted today
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5. Enterprise Data Warehouse Offload
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The Challenge
 Many EDWs are at capacity
 Running out of budget before
running out of relevant data
 Older data archived “in the dark”,
not available for exploration
The Solution
 Hadoop for data storage and
processing: parse, cleanse,
apply structure and transform
 Free EDW for valuable queries
 Retain all data for analysis!
Operational (44%)
ETL Processing (42%)
Analytics (11%)
DATA WAREHOUSE
Storage & Processing
HADOOP
Operational (50%)
Analytics (50%)
DATA WAREHOUSE
Cost is
1/10th
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6. Data Products: ImmobilienScout (a DT subsidiary)
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The Situation
 Europe„s leading real estate
marketplace with data on...
– 1m properties listed currently
– 20m properties cumulative
– 6 million saved searches
– Geographical coordinates
– Enriched by socio-demographic
data on 19m properties
 Team
– Product Manager
– Data Scientists
– 2 Scrum Teams
The Solution
 “Market Navigator” service
– Supports realtors in acquiring
customers
– Local market analysis helps with
price setting for rent and buy
– Integrates third-party data
 Functionality includes
– Price heat maps & trending
– Demand- and supply-side info
– Local area information
– Comparable transactions
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7. Seite 6
Turning Big Data into Products!2

8. Connected Car (a T-Systems offering)
When cars go online...
Calling the
repair center
Read out
vehicle data
On-Board
signaling
Online
combinations
Machine data
enriched with
Web data Based on
Cloud Technology
Reduced incidence of
product recalls
Better
management
of product life cycle
Early
error detection
Direct online link
to dealers and the OEM
Preventative maintenance
quicker repair turnaround
Usage-based
feedback
for product development
40 millon
new mobile
contracts
Higher
customer satisfaction
V
Volume
Velocity
Variety
 Value 
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9. Smart Home: Gigaset (a T-Systems customer)
 Gigaset Elements is a sensor- and cloud-based solution
for home networks
 Cutting-edge sensors are combined with each other and
linked with an Internet-capable DECT ULE base station
and a secure Web server
 That permits a large number of applications in the home
notably home security and elderly assisted living
 The intelligent, learning system is powered by Hadoop
 At a price of less than €200 for a Starter Kit, the system
is intended to be suitable for the mass market
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10. Which Distribution is Right for You Today and Tomorrow?
 13 original Apache Hadoop projects
 No commercial support
 Fully open source distribution (incl. management tools)
 Reputation for cost-effective licensing
 Strong developer ecosystem momentum
 GTM partners incl. Microsoft, Teradata, Informatica, Talend, NetApp
 Widely adopted distribution
 Management tools and Impala not fully open source
 GTM partners include Oracle, HP, Dell, IBM
 Appeals to some business critical use cases prior to Hadoop 2.0
 GTM partner AWS (M3 and M5 versions only)
 Just announced by EMC, very early stage
Open
Open &
proprietary
Proprietary
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11. How We Evaluate Hadoop Distributions
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Hortonworks
well positioned
prior to HDP2.0

12. HDP 2.0 is Architected to be a Good Fit with these
Enterprise Requirements
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13. T-Systems Approach to Big Data Projects
Assessment in three phases:
Maturity & Potential
Evaluation
 Capability maturity
benchmarking
 Identification and prioritization
of potential vs. challenges
Deliverables: Current versus
future mode gap analysis
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Proof of Concept
 Selection of initial use case
 Standup of test environment
with customer data
 Validation of feasibility and
potential
Deliverables: Testing of
customer-specific scenario
including cost-benefit analysis
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Strategy & Roadmap
 Development of enterprise-
wide Big Data strategy
 Prioritization of road map
 Implementation planning
Deliverables: Business case,
prioritized roadmap,
implementation plan
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14. Deutsche Telekom Perspective
 The Hadoop ecosystem delivers powerful innovation in storage, databases and
business intelligence, promising unprecedented price / performance compared to
existing technologies
 Hadoop is becoming an enterprise-wide landing zone for big data. Increasingly it
is also used to transform data
 We look forward to realizing cost reductions in areas such as enterprise data
warehousing. More importantly, Big Data opens up new business opportunities
for ourselves and our customers
 In that journey we are partnering closely with
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15. Big Data = Big Opportunity!
Jürgen Urbanski
juergen.urbanski@t-systems.com
Christian Wirth
christian.wirth@t-systems.com