big data in networked society - · pdf filebig data in networked society for ceo forum 2014...

Big data In Networked Society

Bunyati Kirdniyom

Head of Regulatory Affairs

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Big data in Networked Society for CEO Forum 2014 | © Ericsson AB 2014 | 2014-09-09

Vatican City 2005

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Vatican City 2013

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∼1X 2013-2019

<1Exabyte in 2019

? 10X 2013-2019

∼20Exabytes in 2019

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Productivity

development

Inclusion and

diversity

Sustainable

paradigm

Society drivers

Efficiency

advancements

Experience

interactions

Market

innovations

BUSINESS drivers

Convenience of

services

Engaging

culture

People

empowerment

PEOPLE drivers

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Digitalization of industries

Internet Traditional Industries

Devices Applications

Operators & Network

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Industry beyond smartphones

Devices &

Consumers

Application

s

& Industry Service

Providers

Network

…

…

…

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Digital lifestyle

ALWAYS ON

DIGITAL RELATIONS

AND IDENTITY

EVERYTHING INSTANT

PURPOSE DRIVEN

ARE IN CONTROL

ALWAYS INFORMED

PREFER SERVICES

COLLABORATIVE CULTURE

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Big data in Networked Society for CEO Forum 2014 | © Ericsson AB 2014 | 2014-09-09 MOBILITY - BROADBAND - CLOUD

Progressive Innovation

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SMART MATERIALS

SENSORS

WEARABLES

INTERNET OF THINGS

BIG DATA

ANALYTICS

AUGUMENTED BODY

VIRTUALIZATION

INDUSTRIAL BIO-TECHNOLOGY

SMART ENERGY

ROBOTICS VISUALIZATION

3D PRINTING

NANO

CROWD


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SMART MATERIALS

SENSORS

WEARABLES

INTERNET OF THINGS

BIG DATA

ANALYTICS

AUGUMENTED BODY

VIRTUALIZATION

INDUSTRIAL BIO-TECHNOLOGY

SMART ENERGY

ROBOTICS VISUALIZATION

3D PRINTING

NANO

CROWD


Accelerating

Active

Accessible

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Large amounts of data, collected

from a variety of sources, analyzed with the

purpose of building business advantages.

WHAT IS BIG DATA?

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Volume VARIETY

VELOCITY

ACCURATE ACTIONABLE

ADEQUATE

$

From tech to value

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Ericsson and big data

A unique history

Global scale &

methodology

Actionable ’fresh data’

End-to-end capabilities

High definition insights

All sources combined

We are able to connect raw data from customers’ networks and IT and in combination with

information from various external sources use the whole picture on big data to build

business advantages for our customers across the entire organization.

Big data opportunity areas

Data-enhanced customer experience

Data-derived growth

Data-driven efficiency

1. Create a user segmentation that makes a difference

3. Solve customer experience issues before they happen

4. Prepare your networks for future demands

2. Understand your customers’ experience

DATA-ENHANCED CUSTOMER EXPERIENCE:

OVERVIEW OF OPPORTUNITIES

3. Get in control of your resources

2. Increase your efficiency by preventing issues

1. Focus optimization efforts where it matters

Data-driven efficiency:


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1. Spark innovation with big data

3. Find clients in new business segments

2. Make use of your usage data

Data-driven efficiency:


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CAPITALS

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Ericsson & big data analytics

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IT

Business

Networks

People

Processes

TOOLS

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Big data analytics is key to boost customer experience, efficiency & Innovation

WHAT CUSTOMERS WANT HOW OPERATORS RESPOND

FIND

Availability, variety,

relevance, transparency

GET

Simplicity, clarity,

personalization

SET UP

Accuracy, speed,

efficiency USE

Speed, quality,

accessibility, reliability

GET HELP

Accessibility

Speed

Resolution

PAY FOR

Cost control

Simplicity

MODIFY


personalization

Idea-to-

Implementation

Plan-to-

Provision Lead-to-

Service

Service-to-

Cash

Experience-to-

Resolution

PREPARATION DELIVERY OF CUSTOMER’S

DESIRED EXPERIENCE

BIG DATA ANALYTICS

TAKE ACTION

GAIN INSIGHT

MEASURE

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Big Data Analytics for GSMA | © Ericsson AB 2014 | 2014-06-24

Our different roles in OSS/BSS

3,500+ OSS/BSS developers

1 billion+ end users

provisioned & monitored

2 billion+ charged & billed

16,000+ CSI professionals

delivering:

1,500+ SI projects annually

3000+ Knowledge objects

and tools in the Ericsson

Value Architecture

Managing networks with

1 billion+ subscribers

4 global GCS:s

Integrated 25 thousand+ people

Software

Suite Vendor

Consulting &

System Integration Managed

Services

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Customer/Partner Management and Interaction

Plan-to-

Provision

Idea-to-Implementation

Lead-to-

Service

Service-to-

Cash

Experience-

to-

Resolution

Service Agility Customer Agility

MAKE IT

WORK

MAKE IT

REAL

MAKE IT

HAPPEN

MAKE IT

PAY

MAKE IT

BETTER

MAKE IT

EASY

Network Agility

OSS, BSS, VAS

Technology Layer

Information Layer

Application Layer

Business Layer

Service methodology

• 18 end-to-end processes

• 85 detailed flows

• 1200 process elements

• 360 KPIs

• 500 pain point library

• 900 function library

• 80 information objects

• 200 applications

Solution suite

Network & Cloud Management MAKE IT

ACCESSIBLE

Data-to-Experience MAKE IT

UNDERSTANDABLE

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Data-to-Experience

Lead-to-

Service

Idea-to-

Implementation

Service-to-

Cash

OSS/BSS EVOLUTION 2007 -> 2014 - from a portfolio perspective

Customer/Partner Management and Interaction

Network and Cloud Management

Plan-to-

Provision

Experience-to-

Resolution

Wireless Core and Access Mgmt.

Fixed /Transport Core and Access

Mgmt.

Network Management

Service Management

Workforce Management

Performance Management Billing

Mediation

Charging

M-Commerce

Charging & Policy

Activation

Device Mgmt.

Infrastructure & Resource Inventory

Order Management

Product/Service Catalog Planning & Building

Optimization

CRM Service

Enablement

Analytics

Network and IT Cloud Mgmt.

Planning & Building

Plan

Optimize/

Evolve/Transform

Lifecycle

Management

Application

Development &

Maintenance

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Experience-to-

Resolution

Proactively resolve

problems

Identify/Predict

Customer Impacts

and Root Causes

Trouble-Hours

Idea-to-

Implementation

Design Tailored

Offers

Understand

Customer

Behaviors

Offer Take Rates

Service-to-

Cash

Proactively

Communicate

Understand

Desired Spending

Limits

Bill Inquiries

Data-to-Experience

Lead-to-

Service

Recommend Offers

During Sign-Up

Identify

Customer

Interests

Lead Conversions

Customer & Partner Interaction

Measure

Action

Insight

big data analytics Usage Examples Measure, derive Insight & take Action

Plan-to-

Provision

Optimize Network

Configuration

Network

Performance

Stress Points

Network Traffic

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Big Data Analytics for GSMA | © Ericsson AB 2014 | 2014-06-24

Proactive End-user communication

Offload Customer Care by

enabling Self Service & Support

Improve

Customer Experience

Improve

Service Assurance

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Real time, Big Data Analytics Customer experience index used for different organizations

Ericsson Expert Analytics Correlated, Real-Time Customer Session Records

“Reveal Individual User’s End-To-End Experience, with Probable Cause”

Customer Care NOC/SOC Marketing

BIG DATA

INSIGHTFUL

APPLICATIONS

REAL TIME

ANALYTICS

DATA SOURCES

Terminal

Radio/Core

Network Probes OSS/BSS

Social

Media

Other

Data

EFFICIENCY

APPLICATIONS

Planning / Engineering

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360

Customer Experience Management

Improvements in Customer Care

based on a CEA

Packet

Core Network

Radio

Access Network

Content Network

Customer

Care Service Operations

Center

CEA measures the customer experience of service usage

for all customers, all the time, in real-time across the radio

access and mobile core networks with high accuracy.

Based on over 10 years of research CEA provides the most

probable root cause and suggested action of all customer

experience degradations, automatically.

Customer Experience Assurance

(CEA)

Reduction in handling time

42%

IR rebound rate reduction

46%

Improvement in resolution rate

35%

FIND

Availability, variety, relevance,

transparency

GET

Simplicity,

clarity,

personalization

SETUP

Accuracy, speed,

efficiency USE

Speed, quality, accessibility,

reliability

GET HELP

Accessibility

Speed

Resolution

PAY FOR

Cost control

Simplicity

MODIFY


personalization

> 50% of the customer experience impact comes

from “GET HELP” & “USE” touch points

Source: Ericsson ConsumerLab and non-disclosed Tier1 Operator

Customer Experience Assurance is based on 10 years of research and know-how

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Use case: Empower Customer care

Understand and

acknowledge

customer

experience issues

Increased 1st call

resolution

Enhanced

information when

escalating to 2nd

and 3rd line

1 2 3

1

3

2

3

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Use case: Monitor and take action in SOC

Prioritize and solve issues

based on business

impact

Monitor real customer

experience based on

advanced correlation

Act on incidents grouped

by service, location,

incident type, device etc

1 2 3

1

2 3

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360

Customer Experience Management

Network Services

Expert Analytics for Marketing

(EAM)

FIND

Availability, variety, relevance,

transparency

GET

Simplicity,

clarity,

personalization

SETUP

Accuracy, speed,

efficiency USE

Speed, quality, accessibility, reliability

GET HELP

Accessibility

Speed

Resolution

PAY FOR

Cost control

Simplicity

MODIFY


personalization

expert analytics for marketing uses Customer experience insights for improved target marketing

Improvements with

targeted marketing

Satisfied Customers drives

Financial Performance**

X 4 cross-sell

* Source: InfoPrint Solutions Company and Yankee Group

** Source: Bloomberg consulting, 2013, Undisclosed Tier 1 operator

Satisfied Customers drives

Financial Performance**

X 2 ARPU

EAM is a new way of real-time contextual marketing using

individual Customer Experience Insights.

EAM aggregates a Service Level Index per customer based

on the S-KPI framework using real-time network data

correlation.

Providing a combination of Customer Experience Insights and

traditional customer and service data to marketing results in

improved targeted marketing activities.

Retention Usage

Stimulation

Cross-sell,

Up-sell

Product Mgmt Sales & Marketing

OSS/BSS -9% CHURN Satisfied customers is less likely to churn*

Are able to send out real-time

offers based on context*

Only 15%

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Use case: Customer experience based marketing

Decide on how to micro-

segment based on a

variety of KPIs

Decide marketing action: 1) Retain

2) Cross-sell & up-sell

3) Drive usage

Identify target group of

customers based on

Service Level Index (SLI)

1 2 3

1 2

3

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Real time, Big Data Analytics Customer experience index used for different organizations

Ericsson Expert Analytics Correlated, Real-Time Customer Session Records

“Reveal Individual User’s End-To-End Service Experience”

Customer Care NOC/SOC Marketing

BIG DATA

INSIGHTFUL

APPLICATIONS

REAL TIME

ANALYTICS

DATA SOURCES

Terminal

Radio/Core

Network Probes OSS/BSS

Social

Media

Other

Data

EFFICIENCY

APPLICATIONS

Engineering

BUSINESS INNOVATION

APPLICATIONS

CUSTOMER EXPERIENCE

APPLICATIONS

EFFICIENCY

APPLICATIONS

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In Operation In Trials Research

Business Innovation

Operational

Efficiency

Customer Experience

Management

Product & Service

Analytics

Real-time Policy

Based Capacity

Management

Revenue

Assurance &

Fraud Mgmt

Dynamic

Pricing & Billing

Dynamic

Product & Service

Recommendation Proactive &

Reactive

Customer Care

Customer &

Service Profiling

Churn &

Retention

Management

Channel &

Partner Value

Analytics

Customer

Spending

Analytics

Campaign

Management &

Analytics

In Development

Proactive

Infrastructure

Analytics

Service

Monitoring &

Operations

Device Analytics

Subscriber Data

Monetization

Contextual

Advertising

Location Data

Monetization

SON – Self-

Healing

SON – Self-

Optimization

SON – Self-

Configuration

360 Digital

Services

Analytics

SDN analytics

Proactive

Optimization of

Customer Journey

Brand

Perception

Analytics

Analytics for

Connected

Devices

TV/Media

Experience

Optimization

Big data Thought leadership analytics use-cases

Troubleshooting

Security &

Incident Analytics

Networked

Society

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