Light Reading

The Big Data Challenge: 10 Tips for Telcos

Ray Le Maistre
1/29/2013
50%
50%

AMSTERDAM – Communication Service Providers (CSPs) need a self-imposed shift in corporate culture in order to capitalize on the massive amounts of potentially useful data they have at their fingertips.

That's one of the conclusions from the first morning's debate at the Big Data Analytics Summit here in the Dutch capital.

The TeleManagement Forum (TM Forum), the event's organizer, attracted a number of CSP executives from the likes of Belgacom SA, Cricket Communications Inc. and Orange Polska (with many more to come) to talk about why and how they are approaching the so-called Big Data challenge.

The overall theory is that by extracting useful information from the information that is currently hidden and untapped in many systems and networks, CSPs can provide a better customer experience, develop more targeted and intelligent marketing programs and develop new business models that will ultimately enable them to maximize their top and bottom lines.

Here are my takeaways from the conference sessions so far:

  • The ability to derive value from the information generated by networks, devices and subscribers is reliant on a dramatic, almost counter-cultural shift (for telcos) in corporate strategy and internal processes. Telcos "need to be able to prioritize and make decisions -- neither of these happen today as [telcos] don't have the right structure to do this," said Peter Crayfourd, a former senior customer experience executive at France Télécom – Orange, who is now an independent consultant.

    "The human aspect is as important, if not more important, than the technology," stated Belgacom Business Intelligence Manager Wim Castuer at the end of his presentation. He outlined how the Belgian incumbent reorganized and brought together its IT and business/marketing teams in an effort to figure out how to get from "data spaghetti to [a] structured data model."

  • Telcos have been talking about these ideas for years (without the Big Data tag) but have done little about it: Now, with margins squeezed, profitable legacy services in decline and competitive pressures coming from Web services players, there is evidence of action. CSPs need to make sure they don't get left behind: It's time to jump on the bandwagon.

  • The CSPs need help from the industry -- there's only so much they can do themselves. "We need a lot of help from the business intelligence experts," said David Muragi, head of multiscreen operations at Portugal Telecom SGPS SA. But total reliance on Service Provider Information Technology (SPIT) systems and third party suppliers isn't recommended -- there needs to be some bespoke in-house action: "We need to identify the right people internally and then build on top [of the systems implemented]," he added.

  • Big Data strategies need buy-in from the very top of a CSP and then all the way down to the customer-facing staff if they are to have any impact.

  • New metrics are required, said a number of speakers. Traditional KPIs (key performance indicators) are practically meaningless, noted Crayfourd and other speakers. "I can't think of a worse measurement of a customer's value than ARPU [average revenue per user]," noted Jim Hayden, executive director of business intelligence at Teoco Corp. (See Teoco to Buy TTI Telecom.)

  • Big Data projects can't be forced into a fixed timescale: Once started, it will never stop. "You are never done," said Cricket's director of OSS, Stefan Spaar. "It's a journey, not a one-off investment," added Belgacom's Castuer.

  • Big Data projects are not big bang projects: They need to be implemented in an incremental fashion and CSPs should experiment as they figure out how the data from their multiple systems and silos can be organized in a more structured fashion and then mined for useful data. "Experiment by using [an] analytics sandbox," suggested Teoco's Hayden.

  • In terms of the technology underpinning CSP business intelligence/data warehousing/analytics strategies, some of the key IT suppliers are Teradata, The Apache Software Foundation (Hadoop), IBM Corp., Oracle Corp., EMC Corp. and SAS Institute Inc. That Teradata's business intelligence IT systems appear to be embedded in just about every CSP's back office looks like good news for emerging telco analytics specialist Guavus Inc., which is also here in Amsterdam and which has just announced a partnership with Teradata. (See Guavus Teams With Teradata.)

  • But CSPs should try not to be too hung up on the technology, noted Teoco's Hayden, and should not get obsessed either by the return on investment (ROI) on implementing a data analytics strategy (where the costs are a mix of operating and capital expenditures). "It's very hard to quantify how valuable [in financial terms] it is to know more about your customers. If you try to quantify it [then you'll] probably be wasting your time," said Belgacom's Castuer.

  • But there are ways to develop new revenue streams from Big Data operations: Cricket's Spaar explained that his company is currently studying how the business intelligence data it generates can be used for mobile marketing applications.

    And to finish off, here's the quote of the day:

    "Big Data sounds sexy but it's actually very dirty" -- Tapan Bhatt, senior director of industry solutions, Splunk Inc.

    — Ray Le Maistre, International Managing Editor, Light Reading

    (4)  | 
    Comment  | 
    Print  | 
  • Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
    sqiar bi
    50%
    50%
    sqiar bi,
    User Rank: Light Beer
    1/8/2014 | 12:33:52 PM
    Tableau Reporting
       Tableau Reporting 
    SQIAR (http://www.sqiar.com/solutions/technology/tableau) is a leading Business Intelligence company and provides Tableau Software consultancy across United Kingdom and USA.
    Darryl DeLong
    50%
    50%
    Darryl DeLong,
    User Rank: Light Beer
    5/31/2013 | 7:33:38 PM
    re: The Big Data Challenge: 10 Tips for Telcos
    I'd like to suggest another great BI/Data Analytics company called Lavastorm Analytics - http://www.lavastorm.com
    Scott Sobers
    50%
    50%
    Scott Sobers,
    User Rank: Light Beer
    2/4/2013 | 9:16:09 PM
    re: The Big Data Challenge: 10 Tips for Telcos


    Hi Ray GÇô Thanks for sharing this informative
    recap, and I couldnGÇÖt agree more. CSPs have a wealth of data available to them
    and they are in a unique position to leverage what they have.-á Nearly
    everything that happens on a phone or tablet, a set top box, and across the
    network leaves an important insight into subscriber behavior.-á CSPs donGÇÖt lack data,
    they have mountains of it!-á The challenge is leveraging the right data.
    CSPs are very good at analyzing transactional data- much of this is structured.-á
    Transactional data is a major source of value to the business, but there is
    another valuable data source that is sometimes overlooked: detailed interaction
    data, which can reveal a lot about the quality of customer engagement.



    To leverage all forms of data, CSPs require an
    integrated analytics strategy that can provide across all data types in order
    to gain insights from it and make smarter decisions. As you mentioned, Teradata
    is already working to help customers in this space, and in fact, just last week announced the first integrated
    service provider framework to provide a 360-degree view of customers GÇô using
    both conventional transaction data and granular, detailed interaction data.
    This lets CSPs learn more about customer behavior and product preferences
    through visibility in ALL data interaction. Thanks again for your coverage of
    this topic, and I look forward to seeing what is to come in this space

    Ray Le Maistre
    50%
    50%
    Ray Le Maistre,
    User Rank: Light Sabre
    1/29/2013 | 4:35:53 PM
    re: The Big Data Challenge: 10 Tips for Telcos
    Worth noting that, because this is a topic that delves really depe into strategy etc the telco speakers are only going to reveal so much.... but it's clear that those that have started the journey are tackling many of the same challenges and the ones that are quite a way down the line eg Cricket are pretty excited about the richness of the information they are gleaning from their initial stab at converged analytics (with some joined-up thinking...)-á
    Flash Poll
    From The Founder
    Ericsson's Hyperscale Datacenter System (HDS) 8000, featuring Intel's Rack Scale Architecture, caused a stir when it was announced at MWC 2015. For more on this revolutionary product, join me on Thursday, April 30 at 12:00 p.m. EST for a Super Webinar event, A New Hardware Paradigm for the Telco Data Center.
    LRTV Documentaries
    CableLabs' Clarke Updates Cable Virtualization

    4|23|15   |   05:41   |   (1) comment


    Former BT exec now leading CableLabs' NFV and SDN efforts explains key role of open source and updates efforts to virtualize the home network.
    LRTV Interviews
    Ericsson's CTO Talks Transformation: Pt. II

    4|23|15   |   08:19   |   (1) comment


    In the second installment of an in-depth two-part interview, Ericsson's CTO Ulf Ewaldsson talks to Light Reading CEO and founder Steve Saunders about cultural change, network slicing and technology advances.
    LRTV Interviews
    Ericsson's CTO Talks Transformation: Pt. I

    4|23|15   |   09:27   |   (3) comments


    In the first installment of an in-depth two-part interview, Ericsson's CTO Ulf Ewaldsson talks to Light Reading CEO and founder Steve Saunders about the incredible transformation underway in the communications networking industry.
    LRTV Documentaries
    LTE Paves the Way for the 5G Revolution

    4|20|15   |   4:20   |   (0) comments


    Håkan Andersson, head of 5G product strategy of the Radio Business Unit at Ericsson, discusses the role of LTE, the US and other industry verticals in building a true 5G ecosystem.
    LRTV Documentaries
    The 3GPP's Road to 5G Standardization

    4|17|15   |   4:43   |   (0) comments


    Satoshi Nagata, chairman of the 3GPP's TSG-RAN group and a manager at NTT Docomo, explains the standardization process for 5G, as well as the biggest challenges and opportunities.
    LRTV Documentaries
    AlcaLu CTO Makes the Case for a New 5G Air Interface

    4|16|15   |   3:54   |   (0) comments


    Michael Peeters, CTO of wireless at Alcatel-Lucent, explains why 5G will require a new air interface to meet its diverse performance targets.
    LRTV Documentaries
    AlcaLu + Nokia: The New Uber-Vendor

    4|15|15   |   2:42   |   (4) comments


    Heavy Reading Senior Analyst Gabriel Brown discusses the technological and competitive opportunities and challenges if a merger between Alcatel-Lucent and Nokia comes to pass.
    LRTV Huawei Video Resource Center
    Huawei's Data Center Power Play

    4|15|15   |   6:22   |   (0) comments


    Huawei has developed industry-leading energy efficiency capabilities for its indoor and outdoor data center solutions, explains Dr. Fang Liangzhou, vice president of Huawei's Network Energy product Line.
    LRTV Huawei Video Resource Center
    Huawei’s Routers, Switches Get the Green Mark

    4|15|15   |   2:02   |   (0) comments


    TUV Rheinland's Frank Dudley explains how Huawei's routers and switches have been successfully tested by energy efficiency experts and have gained Green Mark Certification.
    LRTV Documentaries
    A Finn, a Frenchman & a Guy From New Jersey Walk Into a Merger...

    4|15|15   |   3:17   |   (0) comments


    Stop us if you've heard this one before... Light Reading CEO Founder & CEO Steve Saunders weighs in on the technical and cultural implications of a Nokia and Alcatel-Lucent merger.
    LRTV Huawei Video Resource Center
    Accounting for Better Solutions

    4|10|15   |   02:31   |   (1) comment


    Murad Yousuf, CTO at Saudi Arabia's Ministry of Finance (Dept. of Zakat & Income Tax), talks about the benefits of deploying router technology from Huawei.
    LRTV Huawei Video Resource Center
    What's in Store for Huawei & DataCore?

    4|10|15   |   05:44   |   (0) comments


    At the CeBIT trade show in Hannover, Germany, George Teixeira, CEO of software-defined storage (SDS) specialist DataCore Software, explains why he has just signed a partnership agreement with Huawei Technologies.
    Upcoming Live Events
    May 6, 2015, Georgia World Congress, Atlanta, GA
    May 12, 2015, Grand Hyatt, Denver, CO
    May 13-14, 2015, The Westin Peachtree, Atlanta, GA
    June 8, 2015, Chicago, IL
    June 9-10, 2015, Chicago, IL
    June 9, 2015, Chicago, IL
    June 10, 2015, Chicago, IL
    September 29-30, 2015, The Westin Grand Müchen, Munich, Germany
    October 6, 2015, Westin Peachtree Plaza, Atlanta, GA
    November 11-12, 2015, The Westin Peachtree Plaza, Atlanta, GA
    All Upcoming Live Events
    Infographics
    In its latest survey covering network operators' plans and strategies for ICT transformation, Heavy Reading asked telecom operators worldwide to identify the most important goals and objectives for their ICT transformation initiatives. Heavy Reading also asked operators about the importance of a "digital first" strategy, which enables customers to complete an interaction across different digital channels, such as web and mobile self-service and social media.
    Hot Topics
    What if the Comcast Merger Fails?
    Mari Silbey, Independent Technology Editor, 4/20/2015
    Google's WiFi-First Mobile Service 'Fi' Is Here
    Dan Jones, Mobile Editor, 4/22/2015
    Comcast Merger May Hinge on Hulu
    Mari Silbey, Independent Technology Editor, 4/22/2015
    Google Ready to Release Thousands of Loons
    Sarah Thomas, Editorial Operations Director, 4/20/2015
    Comcast Formally Ends Its Bid for TWC
    Mari Silbey, Independent Technology Editor, 4/24/2015
    Like Us on Facebook
    Twitter Feed
    Webinar Archive
    BETWEEN THE CEOs - Executive Interviews
    Many leading communications companies can claim to have undergone significant periods of reinvention during their histories, but none have been through more major ...
    Data Center Interconnect, or DCI, is one of the hottest sectors in telecom currently. Since coming back to Light Reading last year, prodigal-son style, I've ...
    Cats with Phones
    Learning Curve Click Here
    Pierre could never remember how to use Excel.
    Latest Comment