Light Reading

Telefónica Battles Big Data Hype

Ray Le Maistre
1/30/2013
50%
50%

AMSTERDAM -- Daniel Rodriguez Sierra is on a mission: To ride the Big Data hype wave and come out the other side with a set of processes and technology platforms that can deliver tangible benefits to the various operating businesses and special units that comprise his parent company, Telefónica SA.

Speaking here at TeleManagement Forum (TM Forum)'s Big Data Analytics Summit, Rodriguez Sierra said that the industry hype around the term Big Data was intense, but added that "the opportunity is here too." (See The Big Data Challenge: 10 Tips for Telcos.)

And the opportunity is one for him to grab. As director for Enterprise Architecture and Information & BI Technology at Telefónica's Global Technology group, which manages the Spanish carrier's IT systems and strategy across its entire operations (found in Latin America and Europe), Rodriguez Sierra and his team is developing a new strategy to cope with the volumes and types of data that, historically, have not existed. "The best definition of Big Data I have heard so far is that it's any data we can't process rationally with the existing technology we have," he noted.

But while recognizing that something needs to be done to benefit from the mass of data Telefónica has in its systems, Rodriguez Sierra, who has been engaged in business intelligence activities for years, has been quite cautious in his approach to Big Data. "How much value will a terabyte of data give us? We need to invest according to value -- we can't just continue to expand our existing architecture we have for business intelligence."

Despite those ongoing concerns -- "the entrance cost is high, the TCO [total cost of ownership] uncertain" -- the operator is taking a number of steps towards a set of processes and approaches that can be adopted company-wide (i.e. in the traditional service provider operations and across the various units within the operator's new division, Telefónica Digital).

But that doesn't mean there's only one way to tackle Big Data within Telefónica. While Rodriguez Sierra is working towards having a uniform underlying data warehouse platform across the company and having a cloud-based set of tools that any part of the company can use, he is encouraging different approaches and "embracing change."

Across the group there's a desire to use data from networks to identify ways to enhance customers' data service experience, improve video optimization, better enable bandwidth control techniques and improve policy enforcement.

In addition, he notes there are a number of analytics experiments underway at different operating units, including Vivo in Brazil, which is pushing ahead with projects around location analysis, Web navigation analysis based on deep packet inspection (DPI) data, and call center message analysis.

Meanwhile, the team at Telefónica Digital has created a Big Data business unit called Dynamic Insights that is developing tools and services that can be utilized by the carrier and its customers. The first product, which uses mobile network data to identify the factors that influence people's location at any particular time, is already being promoted to corporate and public sector customers. (See Telefónica Creates 'Big Data' Unit.)

So there's plenty of internal analytics/business intelligence development ongoing across Telefónica, but Rodriguez Sierra is also deploying external expertise and technology to advance Telefónica's Big Data strategy -- "we are technologically promiscuous," he quipped.

As these projects mature, Rodriguez Sierra is keeping his eye on a number of key ongoing challenges, most notably those around data privacy, costs (extracting useful data from network elements, probes and software systems is tough and expensive, in his experience), organizational barriers (internal cultural change does not happen overnight, he admitted) and governance issues.

"We're aware of the risks … and we don't have all the answers to all the problems, but we're working hard not to miss the opportunities," he concluded.

— Ray Le Maistre, International Managing Editor, Light Reading

(2)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
FritzNelson
50%
50%
FritzNelson,
User Rank: Light Beer
2/2/2013 | 6:35:53 PM
re: Telefónica Battles Big Data Hype
I'm curious what sort of return operators are expecting from big data analytics, especially on the location end? Is it just identifying where to roll out new services, like LTE? Or is it also to increase capacity? I'm also thinking that they'll be providing marketers with data to be used for geo-targeting.-á
mervynk1
50%
50%
mervynk1,
User Rank: Light Beer
1/30/2013 | 6:04:05 PM
re: Telefónica Battles Big Data Hype
As the article points out GÇô creating value from
information is easier said than done. An approach operators are starting to
consider when making sense of Big Data is geo-analytics. The concept of using
geo-economic analysis as a business intelligence tools is not new, but has not
been extensively deployed in the telecoms industry, as network operators have
traditionally lacked the know-how to access and interpret all available data in
a meaningful manner. Today the right tools exist to help interpret the
information available in the service providersGÇÖ environment (including size and
telecom requirements of enterprises and competition footprint) to support a
pragmatic growth strategy plan. In the next year or so, we expect to see
geo-analytics being used both in the enterprise connectivity sector (helping
identify new customers) and in the mobile space to help plan the roll-out of
LTE deployments.Mervyn Kelly -áCiena Marketing-á
Flash Poll
From The Founder
Anshul Sadana answers questions from Steve Saunders, Light Reading's founder and CEO, about Arista's CloudVision, a global cloud network controller for workload orchestration and workflow automation delivering a turnkey solution for cloud networking.
Live Streaming Video
CLOUD / MANAGED SERVICES: Prepping Ethernet for the Cloud
Moderator: Ray LeMaistre Panelists: Jeremy Bye, Leonard Sheahan
LRTV Custom TV
End-User or Enterprise Benefits to the New IP

7|30|15   |   04:27   |   (0) comments


Andrew Coward discusses what the New IP means to end users or enterprise customers. He explains compelling reasons, including how every customer can get their own network, from the transformation to the New IP.
LRTV Custom TV
Network Visibility & the New IP

7|30|15   |   02:23   |   (0) comments


Mukund Srigopal provides an explanation of what network visibility is and how it is essential as service providers transition to the New IP. In addition, the importance of the network packet broker is discussed.
Between the CEOs
Video Exclusive With Basil Alwan, Alcatel-Lucent

7|24|15   |   26:44   |   (5) comments


Basil Alwan, President of IP Routing & Transport at Alcatel-Lucent, discusses virtualization, cultural challenges, the capex crunch and more with Light Reading founder and CEO Steve Saunders.
LRTV Custom TV
VDF: Enable the Financial With Mobile Money

7|20|15   |   06:53   |   (0) comments


Ian Ravenscroft discusses how operators can expand to occupy the entire digital services value chain through service innovation.
LRTV Custom TV
Telefónica on OSS Transformation

7|20|15   |   06:01   |   (0) comments


Jose Gonzales discusses the details of Telefónica's operation transformation program.
LRTV Custom TV
Judi Achmadi on Huawei's Cloud Storage Solution

7|20|15   |   03:33   |   (0) comments


Judi discusses the key business goals of TelekomSigma's public cloud service and how Huawei's solution helps them address challenges.
LRTV Custom TV
KPN Enlightening Digital Business & IT Transformation

7|20|15   |   06:19   |   (0) comments


Rob de Beer discusses the changes that operators need to make with service innovation now coming from the Internet world.
LRTV Custom TV
Stratus Telco-Grade Cloud Solutions & NFV

7|20|15   |   07:34   |   (0) comments


Ali Kafel from Stratus Technologies addresses high-availability concerns within the telco industry with a solution that enables telcos to provide high-availability and stateful fault-tolerance using a software-based approach.
LRTV Documentaries
The Six Million Dollar Business Man

7|20|15   |   01:52   |   (0) comments


Steve Saunders, publisher. A man barely alive after an acquisition malfunction imploded the company he founded. Gentlemen, we can rebuild Light Reading. Better, faster, stronger.
Between the CEOs
CEO Chat With Anukool Lakhina, Guavus

7|20|15   |   38:51   |   (1) comment


Guavus CEO Anukool Lakhina talks to Light Reading founder and CEO Steve Saunders about the role of operational analytics in the communications services and networking sectors, particularly in relation to IoT.
LRTV Custom TV
IBM's Flash Storage With Intel QuickAssist

7|20|15   |   03:18   |   (0) comments


Intel's Bev Crair and IBM's Eric Herzog discuss how IBM's V9000 Flash Storage System has helped customers around the world. Featuring real-time compression powered by Intel QuickAssist Technology, the V9000 is a next-gen flash storage solution.
LRTV Huawei Video Resource Center
Thailand's AIS: Transforming to an FMC Operator

7|17|15   |   4:53   |   (0) comments


Saran Phaloprakarn, Senior VP of Fixed Broadband Business Management of Thailand's AIS, was a keynote speaker at the first Asia-Pacific Ultra Broadband Summit in Bangkok. In this video, he talks to Heavy Reading about transforming into an FMC (FBB+MBB+Content) operator.
Upcoming Live Events
September 16-17, 2015, The Westin Galleria Dallas, Dallas, TX
September 16, 2015, The Westin Galleria Dallas, Dallas, TX
September 16, 2015, The Westin Galleria Dallas, Dallas, TX
September 29-30, 2015, The Westin Grand Müchen, Munich, Germany
October 14-15, 2015, New Orleans Ernest N. Morial Convention Center, New Orleans, LA
November 5, 2015, Hilton Santa Clara, Santa Clara, CA
December 1, 2015, The Westin Times Square, New York City
All Upcoming Live Events
Infographics
Network operators start seeing savings from NFV in the first year, according to a study by Affirmed Networks and ACG.
Hot Topics
AT&T U-verse TV Hits the Skids
Alan Breznick, Cable/Video Practice Leader, 7/24/2015
Robbins Succeeds Chambers as Cisco Changes CEOs
Mitch Wagner, West Coast Bureau Chief, Light Reading, 7/27/2015
RJio to Launch Its Own 4G Devices Brand
Gagandeep Kaur, Contributing Editor, 7/27/2015
Qualcomm Wants FCC to Stay Out of LTE-U Fray
Sarah Thomas, Editorial Operations Director, 7/27/2015
Like Us on Facebook
Twitter Feed
September 22, 2015
Media Begins With “Me”
Webinar Archive
BETWEEN THE CEOs - Executive Interviews
Basil Alwan, President of IP Routing & Transport at Alcatel-Lucent, discusses virtualization, cultural challenges, the capex crunch and more with Light Reading founder and CEO Steve Saunders.
Guavus CEO Anukool Lakhina talks to Light Reading founder and CEO Steve Saunders about the role of operational analytics in the communications services and networking sectors, particularly in relation to IoT.
Cats with Phones
Distract-a-Cat Click Here
The vibrate function makes for a useful cat distraction.