CBS - Vodafone - Mezuro
Using mobile network data for statistical research
DGNIS, The Hague
September 26th , 2013
Raoul Raab (Vodafone)
May Offermans (CBS)
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Everyone’s talking about Big Data...
There’s a titanic amount of
data out there,
unprecedented.... Data is
beautiful! (July 2010)
The beauty of data
David McCandless: The beauty of data visualization
“Data wins
wars”
- Amazon.com corporate slogan
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Building with big data :
The data revolution is
changing the landscape
of business ; May 26th
2011
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Todays Smartphones present new possibilities for data
•NFC/Contactless
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Telecom providers have a lot of data and are exploring
these
with respect for customers’ privacy and permission
Segmentatio
n
Cross functional cooperation may
provide Big Data opportunities
Mobile
Transactions
Cell
Locations
Customer
Surveys
Permissio
n
Connecte
d
Devices
Base
Mgmt
Data
Mobile
Location
Geo Dem
Profiles
Handset
Clients
Mobile
Advert
Streamin
g
& P2P
Apps
Usage
Network
Data
Fixed
Network
EBU
Digital
CBU
BICC
“a typical Vodafone mobile network
produces 50TB of data per day”
Retail
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Technology
CM
M2M
data
Roaming
Billing
Records
CVM
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Customer Data is “the new oil” balancing between………
Risk
Reward
Ghawar Old Field
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Deep Water Horizon Spill
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Vodafone
Privacy
Commitment
s
Respect
We value privacy because of its value to people.
It’s about more than legal compliance – it’s about building a
culture
that respects privacy and justifies the trust placed in us.
Openness and Honesty
We communicate clearly about actions we take
that may impact privacy, we ensure our actions reflect our words,
and we are open to feedback about our actions.
Choice
We give people the ability
to make simple and meaningful choices
about their privacy.
Privacy by Design
Respect for privacy is a key component
in the design, development and delivery
of our products and services.
Balance
When we are required to balance the right to privacy
against other obligations necessary to a free and secure society,
we work to minimize privacy impacts.
Laws and Standards
We comply with privacy laws, and we will work with governments,
regulators, policy makers and opinion formers for better
and more meaningful privacy laws and standards.
Accountability
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We are accountable for living up to these principles
throughout our corporate family, including
March 30, 2012
when working with our partners and suppliers.
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m-Analytics case CBS- Mezuro- Vodafone
> Mezuro started with counting people using camera’s for retail and outdoor
advertising market
> Camera’s are very accurate and there is a clear market need, but:
– No information on origin visitor
– Camera’s only placed on demand; no existing network
> Idea: use the existing network of a provider to count and determine origin of visitors
> Mezuro found a partner in Vodafone to introduce this new technology (co
development IPR and patent pending; TNO tested)
> First year focus on the public sector (cities, provinces and public bodies such as
RWS and Prorail)
> Working together with CBS delivering statistical network data and
improving/verifying the statistics behind the technology.
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– Privacy Law (Wbp) vs. Telecom Law
– To process personal data = prior consent needed: not
enough data for statistics
– Legally no need for consent with anonymous data
– Vodafone only delivers anonymous and aggregated
data to Mezuro
– Although explicit choice from Vodafone to offer opt-out
> Reputation aspects
– What is the public opinion (politicians, media, consumer
associations, (potential) customers)?
– Bad press
> Commercial aspects
– Maximize ‘n’ in dataset (consent would decrease ‘n’)
– More anonymization reduces output value (Bus. Case)
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Vodafone Solution, controlled by Vodafone
> Privacy aspects
Mezuro
Mezuro project – considerations
Validated output
for mobility reporting
Aggregation & validation
(Anonymisation – phase 2)
Automated ‘blind’ analysis
Replace User-IDs
(Anonymisation – phase 1)
Traffic data
(Events = CDR’s)
Results: Origin visitors Maastricht Centre
Origin March 16 (outside the
Netherlands)
Belgium
Germany
Luxembourg
France
Sweden
United Kingdom
United States of America
Italy
Switzerland
Spain
Total
Unknown
Inter Standard Roaming
< 15 people
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%
83.5%
3.6%
1.6%
1.6%
0.7%
0.6%
0.6%
0.6%
0.6%
0.3%
97.4%
%
3.7%
2.6%
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Results: Overview Maastricht Shopping area
Sunday
Shopping night
Low-cost busses
Clearly more people
Clearly less people
Shopping night after
‘Sinterklaas’ does not work
Sleeping longer on
Sunday
Shopping
night
Event ‘Magic
dream’
Football match
local
Special event + shopping night
Friday market
Christmas
Christmas
shopping
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New Year
Results: Traffic between 4 cities
In cooperation with Goudappel Coffeng
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Day-time population - Density
Day-time population - Density
Day time population
Municipal
Personal
Records
Database
Almere: commuter town?
Day time population – Region profile
City Centre
Working region (busy)
Working region (normal)
No classification
Commuting region
Recreational region
Tourism
German Tourists visiting the Dutch Coast
– # Unique devices
Devices
Rainfall
German Tourists visiting the Dutch coast
Devices
Temperature
UK Tourists visiting the Dutch coast
Devices
Temperature
www.sendsteps.com
Prepare to react; keep your phone ready!
Internet
TXT
1
Go to sendc.com
2
Log in with Session
3
Type WS6 <space> your answer
1
Text to +316 4250 0030
2
Type Session <space> WS6 <space> your answer
Posting messages is anonymous
No additional charge per message
What can statistics based on mobile
phone data mean for your organisation?
Internet
Go to sendc.com and log in with Session Type WS6 <space> Your answer
TXT
Send to 06 4250 0030: Session Type WS6 <space> Your answer
Another application: Realtime data crowd management
(pilot Queensday)
In co-operation with KPMG and nu.nl widget where is the King
- More then 4 million page views
- Almost 300 K unique users
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