1. mData
Big Data Essential for Big Decisions
Chris Gobby
Chris.gobby@ee.co.uk
Head of mData
Mar2014

2. Contents
mData Overview
Challenges
Case Studies

3. 12/05/2014 3
Growing Mobile Market
Monetise Big Data Assets
Drive Internal benefits
Europe US Global Acquisition
Mobile Data Monetisation
Big Data Monetisation

4. 4
mData Journey:
“2014 Big Data essential for Big Decisions”
2009:
Value of
Data
2010:
Prove
value with
Coca-Cola
2011:
One man
and his
laptop
2012:
mData
testing
begins
2013:
Big Data
enables
Better
Decisions
2014:
Big Data
essential
for Big
Decisions

5. SINGLE BIG DATA PLATFORM
Discover
Hotspot
2014 Focus: UK Leading Mobile Analytics using Innovation and
Collaboration to drive market forwards
12/05/2014 5
CORE PRODUCTS MONETISE DATA
ENABLE INTERNAL
ANALYTICS
Smart Cities
Advertising
Market Research
Network
Brand
Propositions

6. Big Data Challenges

7. Challenges in Telco Big Data:
1. Collecting data from
multiple sources
2. Analysing data: cost vs
benefit
3. Harnessing the useful data
Solutions:
Modular Approach Experimentation Open Source

8. Where is the Value in Big Data?
Scalable Solutions
Analytics
Raw Data
SaaS
Consulting
Data
Aggregation
Value Business Model
UNDERSTAND YOUR PLACE IN THE ECOSYSTEM

9. Prioritising Use Cases
12/05/2014 9
Value
Ease
Speed of
Results
Innovative
Market
Position
Future vs
Now
TRY IT
PRODUCTISE
INNOVATE

10. Case Studies

11. 12/05/2014Orange UK PAYM smartphone usage 11
HighUsersLowUsers
7.9% 8.3% 3.8%
5.4%
12.9% 4.6%
5.8%
7.7% 12.6% 17.7% 13.3%
Mobile
Maxers
Photo
Sharers
Music
Lovers
Mainstream
Socialisers
Sports
Fanatics
Extreme
Gamers
Met
Checkers Infrequent Users
Sole
Searchers
Active
Culturals
Shoppers
High Low
Case Study1: Web Segmentation

12. Our top users account for 1/5 of smartphone customers
but over 1/2 of all data usage
12/05/2014EE TEMPLATE FOOTER 12
78% 21% 24 41
Photo Sharers
880MB £££8.3%
Music Lovers
54% 42% 24 52
900MB £££3.8%
Mobile Maxers
52% 44% 28 139
1.7GB £££7.9%

13. 13
Data
20,119 Unique
Users
415,382 Data
Points
8am-9am 3 days
Feb 2014
Case Study 2: Waterloo Station Population Movement
Use Cases
Monitor Journey
Times
Travel Patterns
Optimise
Operations

14. 14.
To augment & optimise
Posterscope OOH planning data
Finance Retail Utility
Technology Cinema Commerce
Challenge
Case Study 3: Outdoor Advertising - Posterscope
Sectors
Output

15. Case Study 4: Multidevice Interplay
15
Interaction
between Table +
Smartphone?
Challenge
10,000 devices
Analysis
3 months of Web
Behaviour
Does Tablet
Increase or
Decrease
Smartphone Usage

16. Summary
• 2013: Big Data enables Better Decisions
• 2014: Big Data essential for Big Decisions
• Mobile Data has huge potential
• Innovation is key for Big Data
Head of mData
Chris.gobby@ee.co.uk