The Future of Data in Telecom and the Rise of Connected Communities
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The Telecom Industry has been at the heart of the new Digital Transformation Era with the focal points of the smart phone, digital content, and social media allowing us to interact with the new world. This digital consumer era is overlapping with the connected world of smart cities, connected car, smart homes, connected medical devices, and the industrial internet of things. This is giving rise to the new connected communities, member networks or marketplaces sharing data and insights across these new functional ecosystems. Service providers are being challenged to better manage the relationship and the experiences of their customers, build and leverage smart networks, and drive or facilitate these new digital services and connected communities. Join Sanjay Kumar, General Manager of the Telecom Industry at Hortonworks as he facilitates an interactive session with your peers and other executives from service providers and operators in discussing the future of data in telecom and the rise of connected communities. Share your experiences and hear from other telecom service providers on their journey with big data and the transformation to becoming a data-drive organization. During this interactive session, areas of discussion will include: - Big data and real-time analytics for enhancing customer experience and target advertising - Analytics driven next generation OSS and the Smart Network - Connected communities that leveraging blockchain with big data In the age of the connected world, hear from industry leaders about the role of the service provider and their relationship with their customers and connected communities across this new digital ecosystem. Speaker Sanjay Kumar, General Manager, Telecom & FS, Hortonworks
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The Future of Data in Telecom and the Rise of Connected Communities
- 3. 3 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Service Providers Areas of Focus Customer Experience & Marke>ng - Enhance End-to-end Experience of Customer - Become Trusted Partner to Customer - Awareness of customer’s needs when and where needed New Business & Consumer Services - New Digital & Infrastructure Services - Data MoneOzaOon - M2M, IoT, AnalyOcs-as-a service Network Op>miza>on - Move to SoZware Driven Networks - Leverage Network Data Assets - Self opOmizing and provisioning Customer Network Service
- 5. 5 © Hortonworks Inc. 2011 – 2016. All Rights Reserved DATA-CENTRIC Old Model: App-Centric LimitaOons: • MulOple copies of data • Difficult cross-system integraOon • Upper-limit on data volumes before harming performance New Model: Data-Centric Advantages: • One version of the data • No need for cross-app integraOon • System scales linearly APP-CENTRIC App1 App 2 App 3 App 4 App 5 App 6 App Centric will break down with x10, x100,x1000… Need to shiZ to Data Centric
- 7. 7 © Hortonworks Inc. 2011 – 2016. All Rights Reserved The Future of Data Ac>onable Intelligence D A T A I N M O T I O N STORAGE STORAGE GROUP 2 GROUP 1 GROUP 4 GROUP 3 D A T A A T R E S T INTERNET OF ANYTHING Combining Data-in-Mo>on and Data-at-Rest powers Ac>onable Intelligence
- 8. 8 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Streaming InjesOon (NiFi) Streaming: Network Probes, Click Stream, Sensor, LocaOon Batch: Call Detail Records On-Line: Customer SenOment Unstructured: Txt, Pictures, Video, Voice2Text Clickstream Web & Social GeolocaOon Event Records Call Logs Files, emails Server Logs ExisOng OSS/BSS/DWH App 1 App 2 App 3 App 4 App 5 App 6 IOT Solutions Cyber Security Network Planning Optimization Contextual Marketing 360 Customer Awareness DELIVERY Personal Data Analysis & Customer Insight Services To Customers & Partners
- 9. 9 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Social Media SenOment Call Center InteracOon Lifestyle & Interests Streaming InjesOon (HDF) Streaming: Network Probes, Click Stream, Sensor, LocaOon Batch: Call Detail Records On-Line: Customer SenOment Unstructured: Txt, Pictures, Video, Voice2Text How to See What the Customer Sees and Respond with Awareness – View from The Customer (360 degree view) • Quality of Service Experience (Network details) • Call Center dialog (voice to text analysis) • Customer InteracOon Channel (CRM, Billing) • Customer’s SenOment (what they are saying on social media) – Understanding Current State of the Customer • All key customer metrics alributes and references within a dynamic customer profile • Net Promoter Score (dynamically computed) • Churn Score • AppeOte for InformaOon & other Customer Metrics • Target AdverOsing Profile – Next Best AcOons • Context aware promoOons • Churn risk response • Retail Store with State of the Customer • Omni-channel correlated acOons Quality of Service via Network Customer Experience Via BSS
- 10. 10 © Hortonworks Inc. 2011 – 2016. All Rights Reserved 10 360 Customer Household View View of all family members across omni-channel and inferred demographics from social media around customer experience 60% Improvement in customer experience NPS Customer Churn ReducOon Track dissaOsfacOon in near-real Ome to see what customer encounter at the web site that drives them to call contact centers in frustraOon and iniOate change to resolve 35% reducOon in customer churn Field: predicOve maintenance truck PredicOng when failure of balery & other truck equipment to the day needing replacement before failure Tens of Millions in cost avoidance on fleet services Target AdverOsing Look alike audience profile models across 5000+ parameters and alribute for precision targeOng adverOsing Double in year adverOsing revenue in 1st year Communications Industry Use Cases – Data At Rest Customer Next Best AcOon Improved customer retail store & omni-channel experience Develop detailed Customer Churn models through senOment from social media to drive next best acOon at retail stores & across channels Customer Experience & Marke>ng Network Op>miza>on & Field Services Network OpOmizaOon Develop network over- subscripOon models based on complete network event details for 13 month period for an accurate view on demand Tens/Hundreds of millions in cost avoidance on Network Build Network Decommissioning IngesOons of network events correlated with customer demand to manage circuit & equipment decommissioning without customer impact Up to 20% ReducOon in Network OperaOng costs
- 11. 11 © Hortonworks Inc. 2011 – 2016. All Rights Reserved 11 Customer LocaOon & Context Based Service Triangulate customer locaOon with customer specific context for target promoOons, adverOsing & customer experience management 10x greater chance of customer offer acceptance Customer SenOment Tracking social media with all other customer touch points for complete view of customer senOment and computed net promoter score Improve customer Experience and reduce churn as it happens Network Yield OpOmizaOon PrioriOze data to deliver lower priority on available network capacity for no addiOonal cost on network Ability to provide low cost IOT connecOvity Communications Industry Use Cases – Data In Motion Customer Next Best AcOon Enhance customer experience through context driven acOons Drive next best acOon by streaming data into analyOcs systems like Apache Storm or Apache Spark Streaming for event triggered acOons Customer Experience & Marke>ng Network Op>miza>on & Field Services Device AnalyOcs Edge device analyOcs through MiNiFi Agents prioriOzing and delivering data groups with device level event correlaOonal AnalyOcs at the sources device Set-top Box Ingest for Customer Experience Streaming billions of events directly from set-to-box events to understand customer Behavior & Network Performance Customer Behavior: Subscriber Experience, NavigaOon Paths, Clicking Palerns and Viewing Habits. Network Performance: Network Traffic and congesOon in real-Ome for enhancing the viewing experience of Customers. New RT Models for Content Programming & AdverOsing
- 12. 12 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Social Mapping Payment Tracking Factory Yields Defect DetecOon Call Analysis Machine Data Product Design M & A Due Diligence Next Product Recs Cyber Security Risk Modeling Ad Placement ProacOve Repair Disaster MiOgaOon Investment Planning Inventory PredicOons Customer Support SenOment Analysis Supply Chain Ad Placement Basket Analysis Segments Cross- Sell Customer RetenOon Vendor Scorecards OpOmize Inventories OPEX Reduction Mainframe Offloads Historical Records Data as a Service Public Data Capture Fraud Prevention Device Data Ingest Rapid Reporting Digital Protection 12 © Hortonworks Inc. 2011 – 2016. All Rights Reserved
- 13. 13 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Business FuncOons Customer Go-to-market Cyber Security Hadoop- as-a-service M2M/IoT SoluOons Personal Intelligence Industry Brokering IT Opera>ons EDW Data Offload HDP Landing Zone HDP Data Lake Real-Ome Streaming HDP Data Lake 360 Customer Household View Dynamic Customer Profile Next Best Action Location & Context Based CEM - Customer Experience Target Audience Profile Context Aware Target Marketing Location & Context Based Promotions - Marke>ng Threat Detection Real-Time Threat Analytics Dynamic Pattern Detection - Security Next Best Network Investment Equipment Predictive Maintenance Customer Aware Network Provisioning - Network Customer Sentiment & Churn Dynamic Network Provisioning Network Decommissioning
- 15. 15 © Hortonworks Inc. 2011 – 2016. All Rights Reserved – Enrich the Data Lake with all available customer interacOon points – Develop and Revise the Models that best get your customer metrics: • Net Promoter Score, Customer Churn Score, AppeOte for InformaOon, Customer Target Profile, etc Deploying Simplify Care – Deploy the Current State of the Customer with references and customer real-Ome metrics • Computed (ML) from the Data Lake into a Dynamic Customer Profile that is available across business groups and systems – Drive Next Best AcOon Using Real Time Event triggers and Dynamic Customer Profile for Context awareness • Next Best Care AcOon • LocaOon & Context Aware MarkeOng Customer Sentiment & Churn 360 Customer Household View Dynamic Customer Profile Next Best Action Location & Context Based CEM Target Audience Profile Context Aware Target Marketing Location & Context Based Promotions
- 23. 23 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Connected CommuniOes – Medical Devices Connected Community Platorm Connected Medical Devices Advance AnalyOc Services for Health Care Providers & PaOents Connected Medical Devices • Remote PaOent Monitoring • Device AnalyOcs • Emergency Response Connected Health CommuniOes ApplicaOon Developer Partners Extended Ecosystem: Government, Insurance, Device Manufacturers Medical Researchers Connect Health Communi>es • Secure PaOent Data from medical devices • OpOons for Secure Storage & Advance AnalyOc Services • Access to ApplicaOon Partner SoluOons & Medical research Extended Healthcare Ecosystem • Device AnalyOcs for Device Manufacturers • Insights to Insurance (without exposure to sensiOve data) • Connect with Government health programs & cooperaOon Applica>on Developer Partners • Platorm for building next gen medical soluOons • Incorporate network, data storage & analyOcs on demand
- 25. 25 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Connected CommuniOes – Connected Cars Connected CommuniOes Connected Cars & Devices Advance AnalyOc Services for Auto Service Community & Car Owners Connected Cars & Devices • Remote Car Monitoring • Device AnalyOcs / Telemetrics • Emergency Event Response Connected Service Centers & Auto OEM Community ApplicaOon Developer Partners Extended Ecosystem: Government, Insurance, Device Manufacturers Consumer Marketplace & e-CommuniOes Connect Automo>ve Services & OEM Communi>es • Secure Consumer Data from car devices • OpOons for Secure Storage & Advance AnalyOc Services • Access to ApplicaOon Partner SoluOons & demographics research Extended Automo>ve Ecosystem • Device AnalyOcs for Device Manufacturers • Insights to Insurance (without exposure to sensiOve data) • Connect with Government programs & Consumer Marketplaces & eCommuniOes Applica>on Developer Partners • Platorm to build next gen telemaOcs & market soluOons • Incorporate network, data storage & analyOcs on demand
- 27. 27 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Deliver Insight Third ParOes Ask QuesOon Business Customers & Other Service Providers Data Brokerage: BlockChain Distributed Trusted Entries Connected CommuniOes & Global Marketplaces CSP Consumers BlockChain BlockChain Blockchain Digital Signatures - Applied across HDP data - Computed from original data - Ensures integrity of Data When Combined with HDF - Ensures Data Lineage - IdenOfies who has access Business Value: Ensures trust of customer data across mulO-party data ecosystem
- 31. 31 © Hortonworks Inc. 2011 – 2016. All Rights Reserved Thank You à Sanjay Kumar à GM Telecom & FS, Hortonworks à e: skumar@hortonworks.com à m: 408-309-3805 à Twiler: SMKumar1967