Ch.

Rama Krishna
TP041808
Article 1:

Title: Ufone Uses Advanced Analytics to Study and Capitalize on Customer Behavior
Reference: http://www.ibmsystemsmag.com/power/casestudies/services/ufone_analytics
Domain of Research:
Since from over the past few decades the growth in information technology sector has pushed the
telecom sector to a significant position. In this study we are going to see how Big data and
analytics created huge impact on telecom industry.
Data Analytic Techniques:
Challenge: Reduce churn rates and improve customer satisfaction
Solution:

Using advanced analytics to parse big data and improve marketing campaign efforts
On-the-Spot Analytics - Ufone may use place-based information in the future to offer

on-the-spot coupons to customers walking past particular restaurants.

Based on Analytical modeling the customer service representative would present an
offer that is most likely to appeal to the customer

Data Required: In progress

Strategies adapting Data Analytical Methodologies:

Ufone is trying to use the high-tech tools, including systems, software and advanced
analytics, to more intelligently target specific groups of customers, as well as individual

customers.
To increase marketing visibility, Ufone decided to reassess how it tracked customer data

and created individualized and targeted marketing offers.

The customer service representative would present an offer that is most likely to appeal to
the customer, based on analytical modeling. If the customer says no to the first one, the
representative would move on to the next offer and so on. That information is fed back
into the analytical system, which can then be used for other customers with similar
behavior

Now considering using place-based information to offer on-the-spot coupons to

customers who may be walking past a particular restaurant.

Impact of Adapting Data Analytics:

The service provider is using a combination of big data, software services and
enterprise systems to more preciselyalmost on a micro, individual levelmarket
special offers to its customers, which has significantly helped reduce its churn rate and

improve the perception of the company.

The service provider is also using high-tech tools, including systems, software and
advanced analytics, to more intelligently target specific groups of customers, as well

as individual customers.
The marketing employees are developing marketing offers based on CDRs, which are
pushed to the Streams servers. That system will then analyze the CDRsin 30
seconds instead of the previous three hours, because of big data velocity processing.

Article 2:
Title: Analytics: Real-world use of big data in telecommunications
Reference: http://www-935.ibm.com/services/multimedia/Anaytics.pdf
Domain of Research:
Big data is made for the telecommunications industry. It is based on their networks and the
proliferation of smart devices, communications service providers (CSPs) have access to a wealth
of information about their customers behaviors, preferences and movements. Big data is a
tremendously valuable asset for these companies. It puts them in a prime position to win the
battle for customers and create new revenue streams provided they can get their acts together.
Our newest global research study reveals how CSPs are responding to todays big data
opportunity.

Data Analytic Techniques:

Query and reporting

Data mining
Data visualization
Predictive modeling

Geospatial analytics
Optimization
Natural language text
Simulation
Voice analytics
Streaming analytics
Video analytics

Strategies adapting Data Analytical Methodologies:

Start with existing data to achieve near-time results: To achieve near-term results,
while building the momentum and expertise to sustain a big data program, it is critical for
CSPs to take a pragmatic approach. As respondents confirmed, the most logical and cost-

effective place to start looking for new insights is within the enterprise.
Build analytics capabilities based on business priorities: The first step in leveraging
big data is using analytical tools, such as query and reporting, dash boarding and score
carding, to support key business processes, including generating key performance
indicators and customer experience management. This can transform data into insight by

delivering relevant, integrated, timely and actionable information.

Create a business case based on measurable outcomes: To develop a comprehensive
and viable big data strategy and the subsequent roadmap requires a solid, quantifiable
business case. Therefore, it is important to have the active involvement and sponsorship
from one or more business executives throughout this process. Equally important to
achieving long-term success is strong, ongoing business and IT collaboration.

Impact of Adapting Data Analytics: The ability to systematically collect and analyze
data represents a new world of exploration open to CSPs. With the wealth of information CSPs
have about their customers, they have big advantages over others in the ecosystem. CSPs that act
swiftly to capitalize on the insights locked inside the vast volume, velocity and variety of big
data will position themselves to keep ahead of the competition, improve customer experience,
drive new products, increase productivity, predict future trends, and especially, make money.
Article 3:

Title: Benefiting from big data-A new approach for the telecom industry
Reference: http://www.strategyand.pwc.com/media/file/Strategyand_Benefiting-fromBig-Data_A-New-Approach-for-the-Telecom-Industry.pdf
Domain of Research: In this study we are going to see how companies in the
telecommunications industry benefit from big data. Every operator is searching for new ways
to increase revenues and profits during a time of stagnant growth in the industry, but few have
demonstrated the capabilities needed to make the most of this new technology.

Data Analytic Techniques:

Network infrastructure management: Real-time deep packet inspection to optimize

traffic routing and steer network quality of service

Service access & integration: Real-time call data record analysis to identify fraud
immediately

Marketing & sales: Event-based marketing campaigns that use geolocation and social
media, allowing differentiated responses

Enhancing traditional value chain: Sale of (anonymous) customer insights based on

usage data to shops, media agencies, etc.

Strategies adapting Data Analytical Methodologies:

Optimizing routing and quality of service by analyzing network traffic in real time

Analyzing call data records in real time to identify fraudulent behavior immediately

Allowing call center reps to flexibly and profitably modify subscriber calling plans
immediately

Tailoring marketing campaigns to individual customers using location-based and social

networking technologies

Using insights into customer behavior and usage to develop new products and services

Impact of Adapting Data Analytics: Big data offers telecom operators a real
opportunity to gain a much more complete picture of their operations and their customers,
and to further their innovation efforts. Big data demands of every industry a very different and
unconventional approach to business development. The operators that can incorporate new agile
strategies into their organizational DNA fastest will gain a real competitive advantage over their
slower rivals.

Article 4:
Title: Mobile Telecom Harnesses Big Data with Combined Actuate and Hadoop Solution.
Reference: http://www.actuate.com/download/casestudy/Telecom-Hadoop-Case-Study.pdf
Domain of Research: The consumer data services business unit of one of the largest mobile
network operators in Europe one of the top five mobile phone service providers in the world
is responsible for developing and managing advanced data services provided to its domestic
customers and other key countries in Europe. These services include the packages that provide
mobile Internet access on a range of devices, and applications including mobile email, instant
messaging, Google search, news and sports updates, and weather and traffic reports.

Data Analytic Techniques:

Actuate open source based BIRT (Business Intelligence and Reporting Tools)
on-demand analytics and reports

Strategies adapting Data Analytical Methodologies:

Scalable on-demand analytics platform leverages Big Data

Replaced several older systems, consolidating business analytics into a single location
Dynamic portal-based application delivers customer insights into marketers hands

Impact of Adapting Data Analytics:

The consumer products firm admits the company is only just beginning to realize the broader
benefits of the combined Hadoop Actuate environment. So far they are really using up to 50

percent of the available features. Actuate gives us a lot of new options for presenting
information. Further he agreed that firm can also see this expanding to other business units, each
of which has its own reporting activities.