4th SG13 Regional Workshop for Africa on
“Future Networks for a better Africa: IMT-2020,
Trust, Cloud Computing and Big Data”
(Accra, Ghana, 14-15 March 2016)
Big Data – The Analytic Vision
Abdallah Ajlani Ph.D.,
Principal Consultant, ERICSSON
Abdallah.ajlani@ericsson.com
Byline
Outline
APPROACH TO BIG DATA
EEA USE CASES
INTEGRATION IN OOREDOO TN
Telecom Big Data Unique Challenges
Facebook
Roaming
Service
Device Care
Subscriber
TetheringSpeedVoice
IncidentChurnQoE
Location
Coverage
VIP
How to interpret
GUMMEI
BCCH
IupsX2APkHz
RNTI DRX RTT Ic/No
PHICHNBAP
QCI
RAB
ISUP
ARQ
HSDSCH-CC
ICIC
RACH/FACH
RANAFQPSKCQI PSPRSCPS1APID
How to correlate
E2E
OSS/BSS
CONTENT
RADIO
CORE
NETWORK
REAL TIME INSIGHTS AND ACTIONS
Telecom Data Models & Insights
Networks, SOC, Care,
Marketing
Subscriber
Analytics
application
?
Human
“data Big Data
scientist” Store
Closed loop
action, e.g.
Self Care
?
Query
Real-Time
?
Raw
data
Stream
analysis
TELECOM
DATA
MODELS
AND
INSIGHTS
Real-Time
Closed loop
action, e.g. Policy
Control
• Subscriber Profile
• OTT usage
• Service Usage
• Service Profile &
Sessions
• Lifecycle, CE index, CLV
• Location, mobility,
roaming…
Netwo
Network
• Service Level Index
• Quality Indicators (SKPIs)…
Device
rk
• Incidents and Root
Cause
• Device Profile
• Traffic, Load and
Forecast
• Device usage
• Performance
ACTIONABLE INSIGHTS FROM COMBINATION OF
OFFLINE AND ONLINE DATA
Service
• Radio, Core, Data
UNIQUE, END-TO-END
Center…
• Tethering
• Replacement patterns…
EXPERTISE THAT
EMPOWERS REAL WORLD USE CASES
UNIQUE data modeling
Technical
Network
Performance
Resource-KPIs
& Counters
Session QoE
per User
Service-KPIs &
E2E session record
Took too long to start
Accessibility
Video didn’t start

Video Accessibility
Video stopped

Video Access Time
Video/App crashed
Retainability
Buffer time is too long

Video freezes often
Integrity
Video quality is bad

Video Freeze Rate
Part of the video is lost

Video Quality
User Overall
Perception of
Service Quality
User
Satisfaction
Service Level
Index (SLI)

Net Promoter
Score (NPS)

Video Retainability
Resolve
&
Retain
Drive
ARPU
The Service kpi concept
How to measure
service
experience?
A/R/I For Video
Accessibility e.g.
End-users

Video Accessibility

Video Access Time
Retainability e.g.

Video Retainability
Integrity e.g.

Video Freeze Rate

Video Quality
Services & Apps
Identify
Network
Understand
Act
Understand the Why of issues
• Determine the most probable cause when an S-KPI has a
threshold violation using the Correlate Subscriber QoE with
Device, Radio and Core network Resource KPIs (R-KPIs) for
each session
Device
“Individual
Customer”
“Holistic”
“Real Time”
End-to-End Session Record (ESR)
User
Servic
e
QoE
Device
Handovers
Cell load
QoE
Interferen
ce
Coverage
Video
freeze
CPU load
Radio
bearer
Drop/outa
ge
Page
delays
Radio
Core
Transp
ort
…
PDP
connectivi
ty
UE type
Topology
Subscriptio
n
Content
type
Service
providers
Attach
Roaming
Service
Catalog
CRM data
Service
quality
Voice
quality
QoS class
Load
Charging
Profile
Settings
Throughpu
Web
experience
t
App usage
Locati
on
Subscriptio
n
Coverage
Usage
Probes
….. 2G
OSS/BSS
CONTENT
NETWORK
Terminals
ENB
MME
Congestion
SGW
PDN GW
Internet
Service Level Index (SLI)
VoLTE Sessions
Voice / SMS Sessions
Service
Level Index
(SLI)
Web Browsing Sessions
Video Streaming Sessions
Subjective Weight – Early
Adopter Weight – Family
Subjective
Subjective Weight – Student
Subjective Weight –
Professional
Objective Service-KPIs:
Video Streaming
Video Start Time
Video Image
Quality
Video Freeze
Video
Retainability
X
Service
X
Incident
Significance Repetition
X
Memory
Fading
=
Predictor of
Customer
Satisfaction
Available for
Every User,
Continuously
Updated
Correlates with
Net Promoter
Score
SLI Correlation with NPS
Outline
APPROACH TO BIG DATA
EEA USE CASES
INTEGRATION
Expert analytics themes
OPERATIONAL &
BUSINESS
EFFICIENCY
3
2
PROACTIVE
SERVICE
OPERATIONS
1
EMPOWERED
CUSTOMER
CARE
8
CUSTOMER
EXPERIENCE
& MARKETING
4
5
EXPERIENCE
BASED
MARKETING
BUSINESS
INNOVATION
6
CUSTOMER
JOURNEY
OPTIMIZATION
ANALYTICS PLATFORM & INSIGHTS
DATA
MONETIZATION
7
INDUSTRY &
SOCIETY
(IoT)
1
ANALYTICS PLATFORM & insights
FLEXIBILITY
REDUCED COST
Flexible KPI Management
Reduced TCO (HW footprint and 3PP license
cost)
Data Source Ingestion
Micro-service architecture
CAPABILITY
Data Center Deployment
Hadoop 2.0
ADVANCED MODELS
Self Learning Rules
Streaming Analytics to provide near real-time
insights
Nita
Actuation Logic
CLI - Cell Level
Index
Cell 567340
CLI: 8.4
Video CLI: 8.1
Web CLI: 9.3
CEI - Customer
Journey
2
Proactive service operations
IMPROVED EFFICENCY IN OPERATIONS
• Customer-centric analysis
and added drill-down
capability
• Workflows and
functionalities (e.g.
roaming, CSP Incidents,
Drill-down to Incident
Summary/List)
SESSION BROWSER
SERVICE QUALITY MANAGEMENT
• Proactive / (Near) real-time
monitoring of Service
Quality / SLA’s
• Reduce handling time with
root cause and Impact
analysis
VIP AND ENTERPRISE CUSTOMERS
• Rapid identification of root
cause
• Assure strict Enterprise
level Service SLAs
• Deep flow cross-protocol
analysis
• E2E Actuations to
optimize experience of
certain VIP and Enterprise
customers.
• Per subscriber control &
user plane event browser
3
EMPOWERED CUSTOMER CARE
TIER 1 & TIER 2 IMPROVEMENTS
•
Further Improve Efficiency
of Tier-1 Customer Care
Agents and Expand Use to
Tier-2+ Agents
•
Improve out-of-box Most
Probable Causes and next
Best Actions
ROAMING ANALYTICS
•
Proactive monitoring of
Inbound Roaming to avoid
Revenue Leakage
•
Experience on Inbound/
Outbound Roaming
•
Including input from UDM
INTELLIGENT SELF-CARE
• Reduce cost with self
care capabilities to
manage complaints
• Intelligent selfservice
recommendations
CHARGING & BILLING INSIGHTS
• Enrich with per
transaction data from
call & account history
• Find correlation
between charging &
experience
4
Experience based marketing
Loss
Service Level Index
• Calibration
Enhancements
• Improved SLI Root
Cause drilldown
• SLI Validation
improvements with
statistics and tracing
PRE-PAID RETENTION
Profit
SLI ENHANCEMENTS
• Identify customers
holding back on their
spending
• Trigger action when
user demand
increases
Expand Customer
Lifecycle Value (CLV)
MOBILE BROADBAND BOOSTER
Profit
CLV
• Identify pre-paid
customers to keep
and start monitor
• Trigger action when
Extend Customer Lifecycleusers at a critical
stage of their
lifecycle
CLV
Loss
Loss
Profit
ARPU OPTIMIZATION
CLV
Expand Customer
Lifecycle Value (CLV)
• Identify users at a
critical stage of their
lifecycle
• Convert ad hoc data
users to a reoccurring data
package
6
Data MONETIZATION
RETAIL CAMPAIGNS OPTIMIZATION
•
•
•
Allow operators to
monetize
anonymized
subsciber insights
based on their
interests.
Footfall analysis
Lead generation
LOCATION BASED NETWORK ANALYTICS
•
SPECIAL EVENTS
Combine network
quality and location
data and improve
network customer
experience
•
•
•
Demograpic
analysis
Traffic patterns
and footfall
analysis
Upsell / Crossell
CONTEXTUAL MARKETING
•
Real time context,
interests and
behavioural
patterns to allow
B2B monetization
Analytics use cases
SoC: Proactive Service Operations
SoC: VoLTE Analytics
CC: Improve call resolution in customer ca
Marketing Analytics:
SoC: Real-Time Enterprise SLA Assurance
Marketing Analytics:
Dynamic Experience Management
Customer Retention & Drive Spend
Outline
APPROACH TO BIG DATA
EEA USE CASES
INTEGRATION
ANALYTICS ARCHITECTURE
JMS
actuation**
Trouble ticket
request**
Operator’s
Map server*
3PP Exposure
and Analytics
tools *
Web service
(Api’s)
Exposure and
Visualization
Layer
Customer
Care Views
Service
Operations Views
Marketing
Analytics
Dynamic QoE
Management Views
Executive
Dashboard
Web application server
SNCD
loader
Processing Layer
Correlation Layer
Connection Layer
In memory
data grids
Online repository (GREENPLUM)
Storage Layer
Incident
generator
Reference data
CRM
Cell info
IMEI TAC
Billing
Esr
data
loader
Aggregator
Stream
analytics
Extended session records
Data
loaders
Offline repository
(HADOOP)
Real time
Actuation
PCRF
Subscriber
Profiler and
Sli calculation
Real time event stream
Real Time Correlator
GTP
External Generic RNC / E/// GPEH E/// CTR E/// EBM Generic SGSN / E/// ctum Generic KPI
Interface
Probes
adapters adapters adapters MME Interface adapters
eNodeB If
Subscriber
data
CDR
Adapters
IMS
Probes
3G
UE
rnc
O
S
S
sgsn
sgsn /
MME
4G
UE
enb
ggsn
MSC
EMM
IM
S
Integration with OSS/BSS SUITE
CRM
API for CRM GUI
3PP Exposure
and Analytics
tools
TroubleTicketin
g
Self Care
Reference data
CRM Customer info
SLA
/
SLI
Cell topology (NIM)
ETSI IMEI / TAC db
EEA
SMS
Notifications
Customer Surveys DB
NPS
billing
expert analytics
summary
Award Winning Solution
Productized Applications
Winner in the Mobile CEM category
CTIA 2015, Las
Vegas
Planning Sales&Marketing I&S
Operations Customer Care
Advanced Business Logic
Networ
k
Pre-packaged logic:
- Data Models
- Service KPIs
- Patented Data Correlation
- Machine Learning
SERVICE LEVEL INDEX
Resolve
& Retain


Unloc
k
ARPU
Closed
Loop
Actions
Real-Time
Insights
Network
Device
Service
Customer
Subscrib
er
E2E Actuation