Using Big Data Analytics To Make New Revenue For Telcos

Using BDA to make new revenue for telcos
Webinar
Using big data analytics to make new revenue for

telcos
April 2013
Justin van der Lande
© Analysys Mason Limited 2013

Using BDA to make new revenue for telcos 2
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Introduction
Types of service
Poll 1
The value proposition
Poll 2
Case studies and examples
Summary

The telecoms industry, by its nature, is at the forefront of big

data revenue generation in the short term
Key factors for the telecoms industry
Quantity of customers Quantity of data Diversity of data
Telecoms services typically have The average customer of a Telecoms operators‟ data
very high penetration rates both telecoms operator generates includes data dimensions
in both developed and data entries on a daily basis including telecommunication
underdeveloped markets patterns, location, devices used,
Frequency will tend to increase content accessed, online
A typical telecoms operator has with the widespread use of transactions and demographics
a large percentage of the Internet services into a
population in its customer base potentially continuous Growing services such as
because of the relatively generation of data mobile payments, M2M and
reduced number of players in other services related to NFC
each market Telcos are used to managing will increase further the diversity
data to a very high quality, and of data available
Groups have access to are trusted suppliers in every
worldwide customer database local market Completeness of data

Increasing mobile Internet and smart device penetration gives

operators greater data-capturing opportunities
New analytical dimensions Deeper levels of segmentation
 The increasing utilisation of mobile Internet brings a new set  Traditionally, telecoms analytical segmentation used
of analytical dimensions for commercial teams to explore. voice and SMS usage data and segmented customers
 Content: A completely new customer dimension that based on patterns in that data and the demographic
operators now have access to is content. Being able to information available.
understand what types of websites and applications  Behaviour segmentation had to be based completely
customers access gives operators a more detailed on primary research, and was necessarily done by
overview of their profile and provides precious information sampling, making it subject to sampling errors.
for content strategies.
 Device: Although devices were an analytical dimension  By offering insights into location, the content accessed
before the rise of the mobile Internet, the type of device, and the devices used, mobile Internet analytics allows
the screen size and the utilisation of multiple devices have operators to perform a behavioural segmentation on
now become a more relevant and insightful analytical an individual basis, getting a much better knowledge
variable. of individual needs.
 Location: With mobile data permanently switched on,
 Operators can use the available data for internal
capturing location data is no longer dependent on the
purposes, or can package it as a product for third
willingness of the customer to carry out an activity: there is
parties.
now a continuous flow of information coming to the
operator. Operators are learning how to exploit that data  The size of the opportunity is great, and it is only now
both for internal decision-making, and by providing the starting to be captured.
information to third parties.

Operators need to use their internal data as a direct source of

revenue in the near future to help offset income decline
Voice
Internet Big data
Big aggregates Segmented data Big data
Operator does not capture and Operator captures individual data Operator leverages on its data
manipulate individual data, being for internal analysis, leveraging on
Description managed by large aggregates that analysis for the development Customer data is a standalone
of products and internal practices product and an important revenue
generator
Data not captured Data is captured and aggregated Data is captured, aggregated at
Data
at customer level customer level and packaged as a
utilisation B2B2C product
No impact Indirect impact through the Direct impact on revenue and

Revenue improvement of management margin via the packaging and
impact decisions, particularly commercial selling of customer data
decisions
No use Internal use External use

Introduction
Types of service
Poll 1
Poll 2
Summary

Based on clients’ needs and available data, the operator can

make use of three broad new service areas
Data Data
Type of products
collected infrastructure
Demographics • Offer targeted advertising based on the

product corporate clients sell and
Device
Targeted advertising operator‟s customer base
segmentation
Location
• Develop a market study based on data
Payments data captured from the customer for the use
of players in other industries (for
Market insights example, sell customer base usage
Sensor data
patterns to device manufacturers to
support device development)
Application data
• Dynamic analysis of recent trends in
Internet usage the market to support players in other
Trend analysis industries (for example, report on shifts
Telecoms products in location patterns to support real
estate companies)
Usage levels

Customer-based data is the most monetisable, but other data

could be significant in the longer term
Sector Description Proposition Potential
Mobile advertising Advertising to the mobile device Provides highly targeted contextual Mobile advertising was estimated to
based on static and behavioural marketing based on location, usage be worth USD10 billion worldwide in
information as well as using and static profiles delivered in near 2012
predictive profiling real time. High-quality, complete
and trusted data source provider Total advertising market is worth
with good market penetration. Helps USD500 billion
overcome the declining click-
through rates that is now found with
online campaigns.
Market research Highly detailed market data In the past this was achieved from Estimated to be worth USD50 billion
provides to information for retail, market surveys and modelling, while in 2012
government and infrastructure it can now be achieved with
planning behavioural information for very
large samples, enabling much more
accuracy. This can be information
that is trended over time
M2M monitoring These services are highly specific to The provision of a service that No estimates given
each industry sector and include analyses data gathered with M2M
applications such as m-health devices, instead of acting as a pure
monitoring, device monitoring and communications devices it provides
security analysis that is then passed to the
M2M provider

Despite the existence of a low-hanging fruit (market insights),

capturing the remaining value will require some IT investment

Poll 1

Introduction
Types of service
Poll 1

Poll 2
Summary

The value proposition, organisation and systems are the key

elements to start monetising customers’ data
Value proposition development
Big data
Organisational Systems
structure implementation


Big data

The three key elements of value proposition are product,

pricing and distribution
Value proposition elements
1 2 3
Product Pricing Distribution
• What type of data will • What are the costs • Who should the
be collected? involved in capturing operator target as
• What algorithms will be and processing the clients?
used to analyse the data? • How should potential
data? • What are potential clients be addressed?
• How will the data be clients willing to pay? • What are the key
aggregated? • What should the selling points?
introductory pricing be?

The level of detail of the different products will depend on the

1
detail of data available and developed algorithms
Each of the customers‟ dimensions

is analysed separately (for Demographics Location Telecoms products
Basic example, iPhone customers,
customers in the capital, sports
segmentation fans)
Device Internet usage Usage levels
Similar customer dimensions are Customer definition Behavioural profiling

cross-analysed, bringing extra
Advanced
Telecoms
products
depth to segmentation (for Demographics Internet usage
Device
example, “iPhone male user base
segmentation in the capital or high-value voice
customers with low Internet Location Usage levels
usage”)
All customers data available is Holistic micro-segmentation

included in the segmentation
Holistic algorithm, allowing for micro- Demographics Location Telecoms products
segmentation segmentation (for example, “high-
value expats, sports fans with no
Device Internet usage Usage levels
Internet usage based in the
capital”)

A product portfolio needs to be developed based on clients’

1
needs and market potential
Potential
Description
clients
• Micro-segment the base into behavioural, • FMCG

demographic and geographical segments, • Large retailers
Targeted advertising offering advertisers the possibility of targeting • Device manufacturers
those segments directly via the operator
• Track trends in customers‟ location and • Real estate companies

Location trend movements, and send periodical reports to • Public transportation agencies
clients • Large retailers
reports
• Using the customer base as a proxy for the • Travel agencies

Customised market market, provide customised market studies, • Device manufacturers
studies focus on the variables that the client is • Banks
interested in

In order to properly define the pricing, all market and cost

2
elements need to be considered
Cost of collecting data Value for final client
 All the operational costs and investments  An understanding of the value of the
required to capture the data should be information to the final client will also
reflected in the price of each product help in setting up the price
 Customer discounts needed to capture

data should also be accounted
Pricing
Introductory pricing
factors Scarcity of the information
 Operators need to consider that the  Price should also reflect the availability
service is very recent, and all its of other alternatives, or proxies, to
risk for the final client should also obtain same information
be considered in the price  Clients‟ requirement for industry
exclusivity for the report should also be
reflected in the price

Different clients such as corporate organisations,

3
governments and universities can benefit from data collected
Description Utilisation
• Companies from other industries that can benefit • Targeted advertising

from the operators‟ customers‟ anonymised data • Market segmentation
Corporate • Customised customer segmentation
• Assessment of market trends
• …
• Governmental institutions, both central and local • Traffic patterns studies

• Location and movement data for public
Public investments
institutions • Defence and security
• …
• Universities • Academic studies requiring large amounts of

• Labs and research centers data
Research and • Observatories • R&D
development • …

Operators must consider how they take their proposition to

market to maximise their revenue
 Operators need to consider how they are to
sell their new services. Some, such as
Telefóncia and Verizon, have created distinct
lines of business.
 Data aggregators such as market research A
companies, advertising agencies, data
brokers and others already have the highly Data
developed go-to-market organisation that aggregator
Telecoms
may provide a quicker go-to-market model. operator
This passes access to data from A to B. They
also provide the ability to aggregate B
information from multiple operators to provide
a wider appeal to potential purchasers. Data user
 Aggregators could be set up by the operators,
such as Weve in the UK. C
 Operators also need to consider the cost of

creating a direct sales operation.


Big data

Organisational changes require the operator to define its role

in the value chain
- Organisational changes required +
Data Data Data Product Market

pipe aggregation analytics packaging analysis
Operator keeps Operator captures Operator captures, Operator uses Operators offer
business as usual, and aggregates the aggregates and segmentation turnkey customisable
allowing third data from its own segments data and algorithms and solutions based on
parties to extract systems into a big provides data to packages the data client needs, providing
data directly from data datamart, third parties for different types of access to customer
IT/network systems providing clients, based on its data to third parties
anonymised data to needs as a service only as a service
third parties
Market research M2M applications Mobile advertising
Least control Most control

As a significant source of revenue, big data should become a

department on its own within an organisation
‘Big data’ practice
Data warehousing Product development Business development
• Responsible for creating • Team responsible for • Responsible for

and maintaining the ETL analysing aggregated identifying and contacting
processes required to data potential clients
extract data from systems
• Responsible for product • Co-operation in the
• Responsible for ensuring design and algorithm product packaging based
data capture requirements generation for product on the knowledge of
are in place from a creation clients‟ needs
network perspective


Big data

The operator needs to ensure that all systems required for

data aggregation, analysis and presentation are in place
Process phase Description
 Network and billing systems allowing operators to capture raw data

Acquire from customer activities
 Data warehousing and ETL processes designed to aggregate data

Organise
 Systems, solutions and OLAP tools allowing operator to analyse

data aggregated
Analyse
 Systems, solutions and tools that provide access to data and

provide ability to run and monitor campaigns for third parties
Present

Poll 2

Introduction
Types of service
Poll 1

Poll 2

Summary

Aside from internal use, Vodafone has been selling its

location data to TomTom, but other use of big data is known
 Vodafone sells location data that allows TomTom to provide real-time
traffic reports and information on the best alternative routes to avoid
Vodafone CIO: 2012 a congestion and delays. This data product was bundled with a M2M
big year for customer Product
SIM in each device
data  It is now expected to broaden the range of activities to sell customer
insights
He says that this has already
delivered early learning and  There are more than 100 brands of navigation devices, while
improved understanding of Vodafone was one of the few operators with presence across
customer behaviour. Further, Placement Europe available to provide the service
with the appropriate trust
frameworks for customer
privacy, it could also enable
significant improvements in  Pricing is yet unknown to the public, but given the exclusivity
the types of personalised offered to TomTom, it is expected to be quite a profitable
information services Pricing relationship
available, including more  Data and M2M SIM cards are priced separately
relevant advertising and
more secure mobile money
services.  Initially, Vodafone partnered with TomTom addressing a
specific need driven by the client
(Source: Telcoresearch) Organisation  Vodafone is now going full fledged into the market, by itself
replicating the Dunnhumby model

Telefónica has become the first large telecoms multinational

to use big data as a direct revenue source
 Telefóncia will collect and package anonymised data
Telefóncia hopes ‘big
 The first product, „Smart Steps‟, will use fully anonymised data
data’ arm will revive Product to understand what factors influence the number and profile of
fortunes
people visiting a location at any time
Telefóncia, the Spanish
mobile phone operator and  Telefóncia will collect and package anonymised data
owner of O2, is launching a  Currently doing direct placement
new division to sell  Telefóncia is now rumored to have reached a deal with
information about its Placement
Nielsen to package and distribute its knowledge
customers.
Telefóncia Digital Insights
will offer companies and
public sector bodies
“analytical insights” based on
 Pricing is yet unknown to the public, but we would expect a
users‟ anonymised location Pricing relatively low price because the product will be a showcase
data. for the potential of big data analytics
It hopes that exploiting such
“big data” will help revive its
flagging fortunes after falling  Telefónica created a distinct unit to deal with big data, within
sales. (…) its Digital services department
Organisation  In order to overcome the initial challenges in setting up a
(Source: BBC, 9/10/2012)
different type of department, Telefóncia has partnered with
GFK, which is an expert in selling knowledge

Verizon has joined Telefónica in setting up a distinct business

unit for big data as a direct revenue source
 Outdoor media measurements
Verizon launches
 Venue audience measurements
Precision Product  Retail site analytics
Precision Market Insights
(Precision), a new initiative that
will provide marketers access  Analytics platform gives users access to:
to timely insights to help them  location-based information by time of day for advertising
understand and engage with
Placement campaign and retail store location
their customers in more
efficient, precise and profitable  travel routes
ways.  browsing activities and usage
“Verizon is in a unique position to
offer information and insight in a  Pricing is yet unknown to the public, but we would expect a
format that can help,” said Colson
Hillier, vice president, Precision Pricing relatively high price because the product provides wide
Market Insights, Verizon Wireless. coverage and shows the potential of big data analytics
“At the same time, protecting
customer data and safeguarding
privacy.”
 Verizon created a distinct unit to deal with big data in order to
(Source: Verizon Press, 2012) overcome the initial challenges in setting up a different type
Organisation of department

Singtel purchased Amobee a mobile advertsing company in

2012 as part of its Digital L!fe line of business
 Outdoor media measurements
Singtel purchase of
 Venue audience measurements
Amobee Product  Retail site analytics
“Consumers are increasingly
choosing mobile devices for
the consumption of content  Analytics platform gives users access to:
and to conduct research for  location-based information by time of day for advertising
their purchases,” said Allen campaign and retail store location
Lew, CEO of Group Digital Placement
L!fe, SingTel. “Many of them
 travel routes
are also warming up to  browsing activities and usage
targeted ads which reflect their
interests, connections or
locations. This makes the  Pricing is yet unknown to the public, but we would expect a
mobile space increasingly Pricing relatively high price because the product provides wide
relevant for brands and coverage and shows the potential of big data analytics
advertisers.
SingTel buys mobile ads  Singtel created its Digital L!fe business unit to deal with big
company Amobee for $321m data in order to overcome the initial challenges in setting up a
april 2012 Organisation different type of department

Orange has trialed offering corporate clients reports on where

their clients are located and location-based advertising
Client location Mobile advertising
 Location-based advertising was also used to

 Orange gave some of its corporate clients
optimise SMS ads. Most successful cases
the possibility of knowing where their
were done with shopping malls ads for shops
customers were based, supporting the
and blood donation
placement of advertising

Intersec in France developed a solution to support public

transportation companies in optimising their networks
10.30 PM 11.30 PM 12.30 AM 1.30 AM
 Intersec developed a product that allowed operators to track and document the path taken by their customer from a
single starting point.
 In the above example, we have the images used to analyse the spectators of a football match at Stade de France.
 Stade de France is located in the north of Paris, but many of the match spectators live in the south, east and west of
the city.
 Those spectators needed to travel through the city centre to reach the stadium, thus impacting the quality of life of
regular commuters and prolonging their transportation time.
 From analysing this geographical pattern, the Paris public transportation company was able to develop specific
transport around Paris for the match days, thus avoiding city centre traffic.

Everything Everywhere is in the initial stages of setting up big

data, but is already generating an interesting level of revenue
 Everything Everywhere (EE) is selling traffic and commuting data

Product  Customer segmentation data is being bundled with location data for the generation of
static reports
 Commuting data is being sold to municipalities

 Large retailers, such as Westfield London, are buying the customer segmentation
Placement data
 Several partnerships were put in place, with market research firms being used as
product distributers
 Each ad-hoc report is sold for around USD50 000 (municipalities and retailers)
 Large contracts with research firms are expected to yield more (still under
Pricing negotiation)
 Big data is included in the “New businesses” department. EE has a more reactive
positioning, waiting for clients to ask for information and customise reports for them
Organisation

Pilots and trials that are being carried out by operators are
impacted by the use of big data analytics
 Telecom Italia
 Initiated two trial projects offering new services to citizens and government and will draw upon individuals to share and aggregate
data relating to people and objects connected in a “Smart city” context. Telecom Italia will be working with Telefónica Digital,
Telefónica‟s research and development arm, at the Italian ICT technology centre and the Italian unit of the European Institute of
Technology (EIT) led by Trento RISE, of which Telecom Italia is a premier industrial partner. The project uses the “Trentino Open
Living Data” platform that Telecom Italia and other partners of the technology centre in Trento are implementing to process,
collect and analyse data from multiple sources, including industry and public sector bodies.
 The second part of the project envisages a collaboration between Telecom Italia‟s SKIL laboratory, the Human Dynamics Lab at
the Massachusetts Institute of Technology (MIT), the Institute for Data Driven Design (ID3), the Fondazione Bruno Kessler (FBK)
and the Telecom Italia Future Centre. The scope of the project is to develop a “Mobile Territorial Laboratory” and to provide a field
environment in Trento that will help to gather, organise and make the most of data produced by people as they interact with one
another, with online services and with a smart environment via their mobile devices, applying rules established by users.
 Deutsche Telekom
 Deutsche Telekom will work on creating smart city systems, with a partner. The smart city concept draws on M2M technology to
hook up everything from traffic lights to public transport vehicles to the local broadband network. The idea is to analyse sensor-
based data from multiple sources so as to better co-ordinate them and make cities more efficient, both to live in and in terms of
energy use. For example, sensors in parking bays might help drivers find a space more easily, cutting down on the emissions
that might come from driving around unnecessarily.
 Telefónica UK (O2)
 O2 has licensed Placecast‟s geo-fencing technology for a 1 million-customer trial in the UK. O2 is responsible for going out and
getting clients – for launch, it already has Starbucks and L‟Oréal. It has also been running the opt-in O2 More service in the UK
since 2010.

Weve
 Weve was formed in 2013 as a joint venture for mobile marketing and mobile wallet between EE,
O2 and Vodafone in the UK.
 Weve provides secure consolidated and standardised access to a set of services in all three
networks for: mobile marketing and advertising, payments and transactions, loyalty programmes
and coupons.
 The first adverts to run were Morrisons and Nike, which will be able to contact 15 million mobile
users via Weve, using location-based, text and video messages on all three networks.
 O2 customers account for the bulk of the 15 million users as a result of the network‟s long-running
O2 More mobile ad platform, which has previously worked with Pizza Hut, among other brands.

Introduction
Types of service
Poll 1
Poll 2
Summary

Summary
1. Operators should consider how to monetise the data they currently have – what is technically
possible many not be legally possible or acceptable to subscribers.
2. Partnerships should be considered to accelerate the take-up and reach of the new services.
3. Operators need to consider if they need to build a new line of business to address the market
opportunities.
4. Industry expertise in advertising and market research should be used to ensure new services
attract their appropriate market value.

Contact details
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Justin van der Lande Tel: +1 202 331 3080 Tel: +34 91 399 5016
Fax: +1 202 331 3083 Fax: +34 91 451 8071
boston@analysysmason.com madrid@analysysmason.com
Justin.van.der.lande@analysysmason.com Cambridge Manchester
Tel: +44 (0)845 600 5244 Tel: +44 (0)845 600 5244
Fax: +44 (0)1223 460866 Fax: +44 (0)161 877 7810
cambridge@analysysmason.com manchester@analysysmason.com
Dubai Milan
Tel: +971 (0)4 446 7473 Tel: +39 02 76 31 88 34
Fax: +971 (0)4 446 9827 Fax: +39 02 36 50 45 50
dubai@analysysmason.com milan@analysysmason.com
Dublin New Delhi

Tel: +353 (0)1 602 4755 Tel: +91 11 4700 3100
Fax: +353 (0)1 602 4777 Fax: +91 11 4700 3102
dublin@analysysmason.com newdelhi@analysysmason.com
Edinburgh Paris
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Using BDA to make new revenue for telcos

Using big data analytics to make new revenue for

© Analysys Mason Limited 2013

Uniquely positioned to provide consulting and research to the

Our research portfolio includes 27 programmes covering the

Fixed Broadband Mobile Broadband Mobile Content

Europe MEA APAC

Telecoms Software Customer Experience Operational

Application programmes Data programmes

© Analysys Mason Limited 2013

The value proposition

Case studies and examples

© Analysys Mason Limited 2013

The telecoms industry, by its nature, is at the forefront of big

Key factors for the telecoms industry

Quantity of customers Quantity of data Diversity of data

© Analysys Mason Limited 2013

Increasing mobile Internet and smart device penetration gives

© Analysys Mason Limited 2013

Operators need to use their internal data as a direct source of

Big aggregates Segmented data Big data

No impact Indirect impact through the Direct impact on revenue and

No use Internal use External use

© Analysys Mason Limited 2013

The value proposition

Case studies and examples

© Analysys Mason Limited 2013

Based on clients’ needs and available data, the operator can

Demographics • Offer targeted advertising based on the

© Analysys Mason Limited 2013

Customer-based data is the most monetisable, but other data

© Analysys Mason Limited 2013

Despite the existence of a low-hanging fruit (market insights),

© Analysys Mason Limited 2013

© Analysys Mason Limited 2013

The value proposition

Case studies and examples

© Analysys Mason Limited 2013

The value proposition, organisation and systems are the key

Value proposition development

© Analysys Mason Limited 2013

The value proposition, organisation and systems are the key

Value proposition development

© Analysys Mason Limited 2013

The three key elements of value proposition are product,

Value proposition elements

© Analysys Mason Limited 2013

The level of detail of the different products will depend on the

Each of the customers‟ dimensions

Similar customer dimensions are Customer definition Behavioural profiling

All customers data available is Holistic micro-segmentation

© Analysys Mason Limited 2013

A product portfolio needs to be developed based on clients’

• Micro-segment the base into behavioural, • FMCG

• Track trends in customers‟ location and • Real estate companies

• Using the customer base as a proxy for the • Travel agencies

© Analysys Mason Limited 2013

In order to properly define the pricing, all market and cost

Cost of collecting data Value for final client

 Customer discounts needed to capture

© Analysys Mason Limited 2013

Different clients such as corporate organisations,

• Companies from other industries that can benefit • Targeted advertising