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How telcos can

benefit from
streaming big data
analytics
#streamingbigdataanalytics

Sponored by:

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Todays Speakers

Adrian Pasciuta
Director of Industry Solutions

Rebecca Sendel
Senior Director, Business Assurance Program

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inform innovate accelerate optimize

Data Analytics
Best Practices
TM Forum Webinar
September 2014
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Big Data Analytics

Identification,
design and
deployment of
strategies,
processes,
skills, systems
and data that
can provide
actionable
intelligence
resulting in
business value

Volume

Variety

VALUE
Velocity

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Biggest Challenges for Success

in Data Analytics

2014 TM Forum | 5
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Planned/Expected Investment
Areas for Analytics

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Data Analytics in TM Forum

Common Language
2014 TM Forum | 7
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Big Data Analytics Guidebook

2014 TM Forum | 8
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GB979: Big Data Analytics

Reference Model
OPEX Reduction
Applications

CEM
Applications

Revenue Generating
Applications

Batch

Other Applications

Streaming

DataModeling,
Modeling,Complex
Metrics,Event
Reports
Data
Processing, Alerts & Triggers, Reports

Data Management
Transformation, Correlation, Enrichment, Manipulation, Retention

Privacy, Security, and Compliance

Data Analysis Data Analysis

Data Governance

Structured Data, Unstructured Data, Semi-structured Data

Data Repository

CAPEX Reduction
Applications

Data Ingestion
Integration, Import, Format

Data Sources
Network, OSS, BSS, Social Networks,
V2013.5

2014 TM Forum | 9

Big Data Analytics Use Cases

Use Case

Use Case ID

Use Case

S-MOM-T1

Real-time Personalized Offers while Browsing

O-CRM-PC7

Roaming Customer Onboarding

S-MOM-T2

Real-time Personalized Offers during Checkout

O-CRM-CR1

Churn Risk Prediction for Customer Retention

S-MOM-T3

Real-time Personalized Offers during a Live Interaction

O-CRM-CR2

S-MOM-T4

Real-time Personalized Offers Based on Location

Churn Motivation Prediction for Customer

Retention

S-MOM-T5

Real-time Personalized Offers Based on Usage

O-CRM-CR3

Personalized Offers for Customer Retention

S-MOM-T6

Real-time Personalized Offers Based on Device

O-CRM-CR4

Retention Offer Acceptance Propensity Analytics

S-MOM-T7

Intelligent Advertising Based on Browsing History

O-RMO1

Network Fault Location and Recovery

S-MOM-T8

Stimulating Prepaid to Postpaid Conversion

O-RMO2

Real-time Value-based Congestion Management

S-MOM-T9

Enticing Usage from Roaming Customers

O-RMO3

Real-Time Customer Offload Management

S-MOM-O1

Product Definition and Development

O-RMO4

Proactive Experience Driven Network Repair

S-MOM-O2

Product Introduction Analytics

O-SPRM1

Partner Value Optimization

S-MOM-O3

Product Performance Optimization

S-MOM-O4

Purchase Propensity Analytics for Enhanced Targeting

O-FUL-O1

Increasing Conversion in the Ordering Process

O-FUL-O2

Reduction of Errors in the Ordering Process

O-FUL-I1

Optimization of Customer Self-Installation

O-FUL-I2

Field Technician Assignment Optimization

Use Case ID

V2013.5

S-SDM1

CSP Data Monetization

S-SDM2

MVNO Data Monetization

S-RDM1

Value-based Network Planning

S-RDM2

New Enterprise Order Impact Analysis

O-FUL-I3

Field Technician Arrival Optimization

S-RDM3

Policy-based Capacity Management

O-BRM1

Revenue Assurance

O-CRM-CC1

Personalization of Real-Time Interaction in Assisted Care

O-BRM2

Personalized Collections Treatment Plan

O-CRM-CC2

Increase Effectiveness of Customer Self Service

E-SEP1

Market Watch

O-CRM-CC3

Improving Assisted Care with Network Experience Analytics

E-EEM1

Business Process Optimization

O-CRM-PC1

Proactive Care

E-FAM1

Fraud Management

O-CRM-PC2

Right Proactive Care Channel and Time

O-CRM-PC3

Proactive Care Based on Poor Care Experience

O-CRM-PC4

Proactive Care During or After Network Fault

O-CRM-PC5

Proactive Care Based on Absence of Usage

O-CRM-PC6

Proactive Care Based on Network Experience Analytics

2014 TM Forum | 10

500+ Pre-defined Metrics

www.tmforum.org
Standards Menu
Tools
Frameworx
Metrics
Repository

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inform innovate accelerate optimize

Thank You!

2014 TM Forum | 12
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Streaming Analytics for Big Data:

Whats In It for CSPs?
Adrian Pasciuta
Director, Industry Solutions
17th September 2014

2014. VITRIA TECHNOLOGY, INC. All rights reserved.

Topics
The TMF Big Data Reference Model
What is Streaming Analytics?
From Streaming Analytics to Operational Intelligence
Streaming Analytics in the Big Data Ecosystem
What Problems Does It Solve?
Customer Use Cases
Summary and Q&A
2014 | www.vitria.com |

14

GB979: TMF Big Data Analytics Reference

Model
OPEX Reduction
Applications

CEM
Applications

Revenue Generating
Applications

Batch

Other Applications

Streaming

Data Analysis

Data
Modeling,
Metrics,
Reports
Data
Modeling,
Complex
Event Processing, Alerts & Triggers, Reports

Data Management
Transformation, Correlation, Enrichment, Manipulation, Retention

Privacy, Security, and Compliance

Data Analysis

Data Governance

Structured Data, Unstructured Data, Semi-structured Data

Data Repository

CAPEX Reduction
Applications

Data Ingestion
Integration, Import, Format

Data Sources
Network, OSS, BSS, Social Networks,

2014 | www.vitria.com |

15

Batch vs. Streaming Analytics

On-Demand

Streaming

In memory

Request-based (when you ask)

One-time evaluation
Bulk algorithms
Disk-based (usually)
Investigative
Retrospective
Retrospective
Investigative
Reactive
Reactive

Event-based (when something happens)

Continuous evaluation
Incremental algorithms
In-memory (by design)
Prospective
Predictive
Proactive
2014 | www.vitria.com |

16

Streaming Analytics
Required capabilities

Streaming
Analytics
Correlate and Enrich
- across diverse sources
Correlate across Time
- Track and trace
Detect Patterns & Trends
Advanced Real-time Analytics
Predictive Analytics

2014 | www.vitria.com |

17

Vitria Operational Intelligence

Powered by Streaming Analytics

Real-Time
VISIBILITY

Streaming
Analytics

Real-time Information
in context

Correlate and Enrich

- across diverse sources

Rich Dashboards

Correlate across Time

- Track and trace

User Empowerment

Detect Patterns & Trends

Immediate
ACTION
Respond quickly using
Automated Processes
& Guided Workflows

Location and
Situation Awareness

Advanced Real-time Analytics

Predictive Analytics

2014 | www.vitria.com |

18

Vitria Operational Intelligence Architecture

Shared Services & REST APIs
Admin Tools & Utility Apps

Developer and Business Analyst

Collaborative Development Tools

Visualization Layer
Action Layer
In Memory Streaming Analytics
Input
Stream(s)

Continuous
Queries

Output
Stream(s)

Feed Layer
Data Integration Layer
Event Sources / Processing / Event Targets

ESB
Networks /
Sensors /
Devices

Web
Services/
Messaging

Systems &
Applications

Databases
& Files

Social /
Weather /
Traffic

2014 | www.vitria.com |

19

Streaming Analytics in Action:

A Network Event Processing Pipeline
Network Signalling Events
Example 250,000+ EPS
EPS = Events Per Second

Events of Interest
~2,500 EPS

Significant Events
~250 EPS
Network & IoT Data - Examples

Network signalling
CDRs
Telemetry / smart meter data feeds
Streaming data from weather / traffic
sources

Event
Filtration
Enrich & Store

Prediction or
Trigger

Probable
Match

Stage 3: Action
Stage 2: Use Cases
Stage 1: Filter & Enrich

Customer, Network
& Device Reference Data

Event Filtering
Duplicate removals
Event enrichment
Raw event statistics
Storage of events
enriched w/ context for
look back/hypothesis
analysis

Complex Patterns and

Rules
KPI Computation
SLA measurement
Frequencies & scoring
Multidimensional
Analytics

Confirmed trend to
predictive pattern
Process driven actions
Updates and Alerts
Guided workflows
Automated multi-step
actions
Visualizations
Stored calculations for
analysis

2014 | www.vitria.com |

20

Elastic Scalability
Detect anomalous events
Correlate Customer data
Multidimensional analysis

Analytic
Server

Analytic
Server

Analytic
Server

Analytic
Server

Analytic
Server

Analytic
Server

Analytic
Server

Analytic
Server

Analytic
Server

iBPM

iBPM

Network events

Asset & Customer

Context

iBPM

Scale out on commodity

hardware an elastic grid of
compute servers
Each use case defined as a
multi-step Event
Processing Network (EPN)
Each EPN contains multiple
Projects pipelined together
A Project uses Map-Reduce
to scale
Contextual (business) data
is preloaded into memory
Intelligent BPM enables
immediate action

Automated Actions,
Alerts, Workflows &
visualizations
2014 | www.vitria.com |

21

Predictive Analytics & Intelligent Action

Automated Triggers
Matched patterns initiate intelligent alerts
Intelligent Actions
Automated processes
Guided human workflows

Advanced Analytics
Multidimensional, duration, outcome
Predictive Analytics & Trending
Prescriptive Analytics Next best action
Intelligent Processes
Adaptive process behavior
Based on situational and social
awareness, location awareness

2014 | www.vitria.com |

22

Streaming Analytics in the Big Data Ecosystem

Big Data In Motion & At Rest

2014 | www.vitria.com |

23

Streaming Analytics in the Big Data Ecosystem

Big Data In Motion & At Rest

Event capture
Queries
Data & Result
Streaming

2014 | www.vitria.com |

24

Streaming Analytics in the Big Data Ecosystem

Complementary Big Data In Motion & At Rest

Batch

Streaming

Event capture
Queries
Data & Result
Streaming

Vitria OI + Hadoop Lambda Architecture

Raw events are sent to both Vitria OI and Hadoop
Vitria OI for streaming analytics (Speed Layer)
Hadoop provides historical storage and historical analytics (Batch layer)
Vitria OI can also query Hadoop to provide real-time insight with historical context
2014 | www.vitria.com |

25

What Problems Can I Solve with Streaming

Analytics?
Real-time Network Optimisation

Real-time performance of all network cells

Real time dropped call detection
Adjacent cell performance (error perturbation)
Cells not reporting data
Predictive failure analysis

Real-time Customer Experience

Real-time dropped call detection and resolution for

VIP & Corporate customers
VIP track and trace across the network
Real-time experience for roaming VIPs

Real-time Fraud & Security

Mobile originated spam detection

Mobile wallet fraud detection
2014 | www.vitria.com |

26

What Problems Can I Solve with Streaming

Analytics?
Real-time Marketing

Real-time 1-to-1 marketing based on where the

customer has been, where the customer is, and a
prediction of future behaviour
Travel-related roaming offers

Real-time Revenue Optimisation

Real-time mobile data pricing

Analytics supporting new account / service
propositions such as Joint Accounts
Dynamic top-ups and dynamic charging based on
usage

Real-time Analytics for Internet-of-Things/M2M

Operational analytics for Smart Metering, Asset

Management, eHealth, Connected Car
2014 | www.vitria.com |

27

Case Study: Telefonica O2 UK

Operational Intelligence for Real Time Customer Experience

Problem: Maintain Competitiveness by

Maximising Customer Experience

Competitive pressures make providing the best

customer service essential
Largest Carrier in UK

Demands a shift from traditional service assurance to

real-time, 1-to-1 customer focus

Requires ability to process huge volumes of data from

the network in real time

Filter, correlate and enrich events of interest, visualise

and act on them in real time

Solution: Vitria Operational Intelligence Platform

Vitria OI provides real-time visibility, insight and action

across network events correlated with customer, network
and device reference data

Subsidiary of
Telefonica
7th Largest Telco WW
>320 Million
Customers

Big Data in Motion:

250,000 events/sec.
~10 billion events/day

2014 | www.vitria.com |

28

Network Visibility vs. Customer Insight:

How to ensure the best service for VIP Customers?

Source: O2

2014 | www.vitria.com |

29

Operational Intelligence at O2
#1: Real-time Network Situational Awareness

Real-time monitoring of network performance and faults

Worst performing cells (dropped calls)
Corporate and in-building cell monitoring
Cell cluster monitoring
Adjacent cell performance
Cells under detailed investigation

#2: Real-time VIP Customer Experience Monitoring

Real time Customer Experience for VIPs and High Value Accounts
VIP dropped call detection
Tracked customersdetailed customer experience tracking
Inbound roaming VIP customer experience
Automated escalation

#3: Real-time, Predictive 1-1 Marketing

Real-time, relevant offers based on where the customer has been,

where they are now, and where you predict they are going
O2 Travel related products to customers about to roam off the UK
network (Eurostar, UK airports)

Largest Carrier in UK
Subsidiary of
Telefonica
7th Largest Telco WW
>320 Million
Customers

Big Data in Motion:

250,000 events/sec.
~10 billion events/day

2014 | www.vitria.com |

30

Real Time Customer Experience

How to ensure the best service for VIP Customers?

Cellular
Network

250,000 events
per second

Volume of Data
Velocity of Data

Continuous Monitoring
for anomalous events (Dropped calls)
CRM

Correlate among disparate sources

CRM, network data, device DB,
Continuous Real-time Analytics
# VIPs affected per cell
Automated Actions
Immediate action based on analytics
< 1 sec

2014 | www.vitria.com |

31

VIP / HVA Call Failure Monitoring

Geo-map of call
failures by VIP group

List of call failures for

VIP group

Categorisation and
cause code of call
failure(s)

Call performance for

VIP group
2014 | www.vitria.com |

32

Real-time, Situational 1:1 Marketing

10 million passengers/year travel on
Eurostar trains via the Channel Tunnel
between UK and Europe.
Many are O2 customers.
Most turn off data roaming just before
leaving the UK.

Eurostar

Opportunity:
Text them a great data roaming offer just
before leaving UK.
Challenge:

Problem:
Javelin Trains
share UK routes

How to detect customers on the train?

Local Javelin trains share same routes
Highways next to train routes & stations

2014 | www.vitria.com |

33

Real-time, Situational 1:1 Marketing

250,000 events
per second

Cellular
Network

Volume of Data
Velocity of Data

Correlate among disparate sources

CRM,

CRM

Route

Correlate location with train route

Geospatial (location) context
Track & trace passenger over time
Ensure that this is a train passenger
Correlate with train schedule
Only track Eurostar passengers
Automate actions
Text the roaming offer
In-Time between Ashford & Tunnel
2014 | www.vitria.com |

34

Real-time, Situational 1:1 Marketing

Customer detection
alerts

Individual customer
journey drill-down

SMS notification
status

Route over time

visualisation
2014 | www.vitria.com |

35

Real-time Analytics for IoT:

UK Smart Meter Implementation Programme

Largest M2M project in the world

23 million customer hubs, 53 million smart meters across the

southern half of the UK by 2020

Vitria OI will provide real-time operational management

Power outage management, fraud detection, device troubleshooting

Coordination of process-based automated responses
Operational analytics

2014 | www.vitria.com |

36

Summary
STREAM
Continuously ingest massive
volumes of events and data

Vitria Operational Intelligence is a

streaming analytics platform
consistent with TMF Big Data
reference architecture

DISCOVER
Discover exceptions, patterns
and trends

Complementary with Big Data at Rest

in Lambda Architecture

ANALYZE
Correlate, analyze, and
predict outcomes

Combines real-time streaming,

discovery, analysis, visualisation and
action

ACT
Respond proactively.
Seize Opportunities. Squash threats.

Scalable, high performance at

extreme event rates
Enables innovation across multiple
operator business silos
2014 | www.vitria.com |

37

Operational Intelligence
Powered by Streaming Analytics

Try our Interactive Streaming Big Data Demos

vitria.com/big-data-demo
www.vitria.com
2014 | www.vitria.com |

38

inform innovate accelerate optimize

Q&A
#streamingbigdataanalytics

Webinar sponsored by:

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