THT10839_OpenWorldSF2015 CSP Location Data Monetization V1.0
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This document discusses how telecommunications companies can monetize location data from mobile subscribers. It describes how location and subscriber data is currently isolated in information silos within telecom companies. The document proposes integrating this data to develop new revenue streams from location-based services like real-time offers, advertisements, foot traffic analytics and location insights products. It presents Oracle's big data platform as an end-to-end solution to acquire, aggregate, anonymize and analyze telecom subscriber location data at scale to power these new monetization opportunities.
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THT10839_OpenWorldSF2015 CSP Location Data Monetization V1.0
- 1. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | THT10839 Telco Location Data Monetization Big Data Industry Solution Srini Alavala Principal, Big Data GTM Strategy October 26, 2015 Oracle Confidential – Internal/Restricted/Highly RestrictedCopyright © 2015, Oracle and/or its affiliates. All rights reserved. |
- 2. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 2 Digital data is growing very rapidly GPS LinkedIn Twitter facebook Credit CardMobile Telematics Network Sensor • Smart Phones grew 50 times in 4 years • Connected devices reach 50 Billion by 2020
- 3. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 3 Industries with valuable data assets • Customer Analytics • Market Analytics • Product Analytics Finance Retail Telecom Health Care Utilities Auto
- 4. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | • Customer Reference & Interaction Data • Network Location Data 4 CSPs Have Rich Customer Data BSS Retail SocialCreditCall Center Web Mobile Network Subscriber
- 5. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 5 Data Isolated in Silos BSS Retail Social CreditCall Center Web Mobile Network Subscriber
- 6. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Complete view of the customers 6 Customer Analytics Data Integration Data Management Analytics Customer 360 BSS Retail Social Credit Call Center Web Mobile Network Subscriber
- 7. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | • 91% Telecom exec agrees that big data is their strategic priority • Reactive than Proactive • Open up data for app dev • Mobile Advertising, analytics & m-commerce is the future 7 Need for radical business shift to face the digital revolution Twitter facebook Google Maps Lost Opportunities!!
- 8. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | New Revenue Source to overcome Current Challenges 8 Shrinking Revenues Network CapEx Costs Heavy Competition
- 9. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | The RISE of 451 Research Study says Data Monetization Market is expected to reach $79 Billion by 2020!! Verizon Sprint Cable Vision Nokia
- 10. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | • Improved customer profiling and segmentation • Improved marketing and campaign conversion • Reduced Churn • Timely Offers • Low-balance Top-Up • Internet Bandwidth Boost Aggregated / Anonymized • Footfall Analytics • Affinity / Interest / Behavioral • Internet Profile • Smart City Applications (Tourist/Visitors, Mobility Patterns, Public Safety) Oracle Confidential – Internal/Restricted/Highly Restricted 10 Internal vs External Monetization Internal Monetization External Monetization • Individually Targeted • Real Time Offers • Real Time Advertisements • Location based Offers • Shop at… • Buy a coffee at… • Buy a Recharge Offer at…
- 11. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 11 Location Data Monetization Potential Location Insight Service Application Development Marketing Insights Transportation & City Planning Foot fall Analytics New Site Location
- 12. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Advanced Monetization by providing direct marketing As a Service • Build an application to use customer analytics along with the subscriber location to send real time offers • Offer subscription to retail, service, media companies to send direct offers to prospective customers. • Ineffective mobile advertising • Complete customer view with location info Challenges / Opportunities Solution Mobile Marketing As a Service
- 13. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Improve Store Operations KPI and Customer Engagement • Identify customers near the target location with geo- fencing algorithm. • Analyze the customer segments visiting the location and the dwell time • Capture behavior of the customers visiting stores • Compare customers and enhance store layout Opportunities Solution Footfall Analytics
- 14. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | • Anonymize and aggregate customer data with network usage and location data. • Build a portal or API to provide location and customer insights as a service. • Sell annonymized subscriber activity data with location and demographic info as a service • Provide customer Insight service to improve customer experience, upsell & cross sell and add value add service Opportunities Solution Location Insight As a Service Generate New Revenue Streams and Improve Customer Experience
- 15. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | BDD Location Data Monetization Solution Architecture Data Factory Data Lake Data Lab Enterprise Platforms BDA Hadoop Footfall Analytics Signaling/ Data Traffic Sources CDR/XDR Data 15 ODI for Big Data B B BSS profile data Discovery Aggregate & Anonymize BDSQL Big Data Reservoir On Demand Query Mobile Marketing Location Insight OBIEE Webcenter, FMW
- 16. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Location Data Monetization Cloud Architecture Data Factory Data Lake Data Lab Enterprise Platforms Signaling/ Data Traffic Sources CDR/XDR Data 16 BSS profile data Aggregate &Anonymize Footfall Analytics Location Insight Mobile Marketing Java
- 17. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 17 Acquire (DATA) and Aggregate (DATA FACTORY) Demo Step 1: • Generated Telecom Subscriber activity with location, call type, time • Extracted customer profile data such as age, gender, calling plan, ARPU from BSS database and combined with subscriber activity
- 18. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 18 Anonymize (DATA FACTORY) & Archive (DATA MANAGEMENT) Demo Step 2: • Removed privacy data such as CustomerId, Age and Home Address etc. • Anonymize the data by grouping the subscribers at a specific location at a certain time with a specific age group • Get a count for each calling plan type, age group, device type and average ARPU for each set
- 19. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 19 CSP Location Analytics (DATA LAB) Demo Step 3: Age Distribution Subscriber Activity on the map iPhone vs Android Popularity Among Male & Female Calling Plan Usage Gender Statistics
- 20. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Client Challenges & Solutions 20 High Volume Large Upfront Capex Data Privacy BigData Skills Big Data Cloud Service B Big Data Discovery Anonymization & Aggregation Standard Tools Ex:SQL
- 21. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Identify a business need and prove the value of data Monetization Scale to other use cases to multiply value generated Architect for Big Data – Manage All Data as Capital • Crawl, walk, run approach reduces risk, increases user adoption and business process integration. • Value builds at each level due to integration, efficiency and scale. Potential Roadmap
- 22. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 22 Complete data management system1 Many deployment options: Public , Private and Hybrid cloud and On-Premise 3 Very intuitive discovery and visualization tools2 Great Customer reference and Strong ISV partners. 4 Resulting in: New Revenue source Improve Customer Experience Better Business Decision-Making Why Choose Oracle for Data Monetization?
- 23. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Visit our Telecom & Retail Industry Solutions SBD-011 Telecom Location Data Monetization SBD- Retail Data Driven Marketing Oracle Confidential – Internal
- 24. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 24
- 26. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Location Data Monetization Capabilities Required 26 Data Fast Data Events Actions 1 2 3 Streams Data Management Reservoir Factory Warehouse Results People Data Services Smart Things Data Lab Data ScienceDiscoveryData Sets Apps Packaged Custom Business Analytics Visualization Reports Raw CDR And Network Signaling Data Real Time Stream Processing of Network Events Fine Grained Repository of Location and Usage Data External Repository of Anonymized Aggregated Data Customer Profile Data Usage Data Location Insights as a Service Portal Aggregation & Anonymization Profile Enrichment Location Insights Product Development Triggering of Offers and Ads Business Outcomes Other Data • Social • Third Party • Comparison Benchmarking • Infra Planning • Site Selection • Ad Location
- 27. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Location Data Monetization Oracle Footprint 27 Data Fast Data Events Actions 1 2 3 Streams Data Management Reservoir Factory Warehouse Results People Data Services Smart Things Data Lab Data ScienceDiscoveryData Sets Apps Packaged Custom Business Analytics Visualization Reports Raw CDR And Network Signaling Data Oracle Stream Explorer Oracle Event Processing Oracle Coherence Oracle Big Data Appliance Database Cloud Service / Big Data Cloud Service Customer Profile Data Usage Data Oracle Big Data Discovery Big Data Discovery Cloud Service Oracle Business Intelligence / Cloud Service Oracle Fusion Middleware Webcenter Oracle Data Integrator Big Data Connectors DB Opts (Masking, Adv Security etc) Oracle Big Data Discovery Oracle Advanced Analytics Oracle Real Time Decisions Business Outcomes Other Data • Social • Third Party • Comparison Benchmarking • Infra Planning • Site Selection • Ad Location