Real-time Big Data Mining: Values
and Applications
Jiandong Zhang
VP of Carrier IP Product Line
Contents
Opportunities and Values Brought by Big Data
Solutions and Applications Based on Real-time Big Data
An Outlook to the Evolution of Big Data Platform
Carriers Facing Opportunities and Challenges in Big
Data Era
Big Data
vs
From delivering value to CREATING value!
“Flowing” Data in the Pipe is More Valuable
“Hot” data of high value
Pipeline of carrier
Delivering, transferring, interacting…
BigData OPPORTUNITIES
Challenges as
well as
“Regular” data of low value
Cold data
Carriers Trying to Add Value to Data with Big Data
Oct 2013, TLF founded
Dynamic Insight subsidiary
in UK; the first product Smart
Step is issued to provide
information about the
movement of consumers.
Verizon issued Precision
Market Insights to provide
movement and consumption
habits to medias, advertisers
and retailers.
Dec 2010, AT&T established
Big Data platform to reduce
user Churn and improve user
experience by 54%. Europe
carriers incorporated Big
Data into company strategy.
Inspiration: carriers are transforming from delivering value to creating value!
Opportunities to Carriers Brought by Big Data
Open analysis ability/results for income
Improving operation efficiency
Data analysis ability and results are
open to 3rd party;
Creating business value.
Effective ensuring means;
Network resource management and
optimization;
Lowering IT infrastructure cost.
Supporting precision marketing
Marketing based on customer insight.
Opportunities
Supporting business decision
Improving service quality
Based on service experience analysis;
Flow trend predictive personalized
customer care;
Intelligent partner operation service.
Business analysis;
Decision support.
Mining Data in Pipe to Create Unique Value for
Carriers
User
Traffic
Service
Terminal
Content
Position
Traffic
Income
Family account of fixed network
23:12:34
Area
PC、PAD
VIC of fixed network
12:12:12
Address
PC
Cell number
22:03:10
Data card
02:02:30
Base station
Base station
2G
3G
WLAN account
04:08:08
Real-time resource view
AP
WLAN
Contents
Opportunities and Values Brought by Big Data
Solutions and Applications Based on Real-time Big
Data
An Outlook to the Evolution of Big Data Platform
Positioning of Big Data: Promoting Carrier Service
in a Better and Quicker Way
Ability center open to outsiders
Business analysis and decision support
Terminal segments
100M
50M
10M
QUICKER decision, MORE
Package promotion
1G
10G
Intelligent acceleration
100G
Precise marketing
FASTER broadband
services
Big Data
Resource introduction
Application acceleration
Quality sensation
Hotspot insight
BETTER content
Architecture of Big Data Mining: Building Closed Loop Big Data
System
Value
Faster
presentation broadband
Better
content
Quicker
decision
Analysis
and mining
More
services
Data mining
expert
Technology implementation
Traffic, stock, increment …
Business-driven
Technologydriven
Big data integration
analysis platform
User portraying
by mining
system
Data
collection
Real-time
Offline
High capacity Refined
Accurate
Target clarification
Logic confirmation
Data collection
Clarify the problems
to be solved and
targets to be reached
Confirm the
methods and logics
to reach the target
Confirm the data
required and
channel to acquire it
Business loop closed
Data
collection
Fixed service
sensation
Mobile service
sensation
AAA
Conclusions and
suggestions
Analysis results
and suggestions
to solve problems
Data processing
Correlation data
analysis to give
target presentation
Model building
Building the
corresponding
baseline model
Technology Implementation: Building Accurate Modeling Big
Data Mining and Analysis System
Better
Faster
Value
presentation broadband
Quicker
content
decision
Traffic, stock, increment …
Pipe
Ability
optimization
presentation
mining
Data
collection
Data
collection
User portraying
by mining
system
High capacity Refined
People portraying
Mining ability for
high value
industry
Data mining
expert
Real-time
Fixed service
sensation
services
Business-driven
Technologydriven
Analysis
and mining
Label ability
center
Inclination
prediction
More
Offline
Accurate
Mobile service
sensation
AAA
Subject extraction Relation estimation
Characteristics
management analysis
Automatic
feature build
Forming Database: Real-time Big Data Mining Leads to Category
Database
Coarse-grained big
data collection
Gathering information
and correlation analysis
Generating comprehensive information library and
presenting interest information multi-dimensionally.
Accounts
Plans
Interests
Traffic
Composition
Web browsing
Hot
Voice of 70s
songs China
•
•
•
Smooth
Group segments for personalized and value-added service.
Knowing the interests of individuals and groups to provide basis for personalized service.
Plentiful reports provide data support for carrier to optimizing current network and improve customer satisfaction.
Business Applications: Building Closed Loop Big Data System
Target clarification
Clarify the
problems to be
solved and targets
to be reached
Logic confirmation
Confirm the
methods and
logics to reach the
target
Data collection
Confirm the data
required and
channel to acquire
it
Target detailed, loop closed
Conclusions and
suggestions
Analysis results
and suggestions
to solve problems
Data processing
Correlation data
analysis to give
targeted
presentation
Model building
Building the
corresponding
baseline model
Huawei Real-time Big Data Mining Solution
3
Service
layer
Network basic services
Internet value added
services
Standard interface: FTP, SOAP, SNMP…
2
Aggregation
Layer
Service data
encapsulation:
Service
…
Service
Data aggregation engine
•High capacity 100G interface
1
Sensation
layer
 Super performance
 Accurate identification
and control
Hardware system
•High reliability
software system
Software system
Policy center
•Protocol library
•Security knowledge base
•URL category base
Ability center
Big Data Mining Already Applied and Creating Value for Carriers
Smart pipe
Accurate
marketing
Value-added
service
Resource
optimization
Smart acceleration
Intelligent labelling
Homesafe
Network Resource
Network visualization
Accurate marketing
B + X model
Optimization
Service quality sensation
Intelligent navigation
DDoS operation
Inefficient traffic
……
……
……
management
Intelligent resource cache
Smarter Network
More Customer
More Service
……
More Content
Smarter Pipe: Pushing Plan Promotion to Customers With Poor
Video Experience
Customers with 2M/4Mbps
broadband usually share bandwidth
Not enough bandwidth
resulting video freezing
The platform perceives that the customer
needs acceleration and pops up a window to
push acceleration plan
Features of service
Dynamic sensation: number of terminals and
big bandwidth applications such as video
Intelligent push: pushing promotion plan as
required
Acceleration takes effect immediately,
and customer enjoys HD video
Customer agrees with acceleration
plan and pays online
 Network automatically perceives and analyses customer requirements in real-time
 Pushing reminders and recommendations: pushing acceleration plans to target customers
 Automatic service distribution: customer orders plan promotion online and the service is distributed automatically
Smarter Pipe: Pushing Plan Promotion as Required to Build
Faster Broadband
Users with
multiple hosts
Online video
users
Terminal
types of users
Online
download
users
Online game
users
Marketing suggestions
Accounts
Level 1 category
Online game
Level 2 category
Mobile game
Web game
Board games
Low
Medium High
Promotion report
Yes
Yes
Yes
Yes
Massive online game
Standard Definition
HD
Super Definition
Download Top N
Video
Family broadband with hosts
user has upgrade from 2M to 10M
user has upgrade from 4M to 10M
Online video
TV box
Mail marketing
PC/cellphone
/iPad
This user prefers TV box and
needs to accelerate the
network, and it is suggested to
promote from 2M  20M
SMS marketing
This user prefers online game
and needs to accelerate the
network, and it is suggested to
promote from 4M  10M
Summarize certain groups according to the reports with
automatic tools and synchronizes the accounts to the
information pushing system every morning to promote
acceleration plans
Policy enforcement
Information push
Accounts and
plans information
Terminal type
Analysis results
This user prefers HD video and
needs to accelerate the
network, and it is suggested to
promote from 2M  10M
Yes
Yes
Yes
Yes
Yes
Yes
user has upgrade from 2M to 10M
XX carrier implements it based on this model,
and the promotion rate is up to
65%
Pipe Visualization: Data Mining Provides Service
Quality Reports of Video and Webpages
QoE reports of users watching videos
SLA reports of service bearer network links
Link quality Latency Jitter
(%)
(ms)
(ms)
IP core
Mobile
CR
CR
SIG
IPFPM
SIG
BNG
BNG
BNG
HSI
Enterprise
APP&OTT
OLT
OLT
20
60
10
100
10
30
Packet loss
(％)
0.5
0.8
First
Access quality latency
(%)
(m)
BNG1
BNG2
SIG
QoE
BNG3
BNG1
90
500
300
10
BNG2
90
500
300
10
BNG3
Freezing
times
(times)
Waiting
ratio
(％)
2
0
2
2
5%
6
0
5
3
8%
9
0
10
10
15%
9
0
10
300
20%
9
0
10
300
20%
9
0
10
300
20%
Providing video recognition and experience of OTT and
barometer of user experience
More Customers: Finding Out the Churn Incline Customers and
Normalize Network Sharing

Customer care and customer churn incline warning  Reduce broadband sharing by big data analysis,
Life cycle value and cost curve analysis of
number of terminals, and refined operation
customer A
Cost
A
B
Timeline
Packages aiming at family broadband and
enterprise users:
C
Value
Churn prediction results of customer A:
Trigger A Prediction point is brought forward and saves enough time
to retain customers with higher success rate and lower cost.
Trigger B is the current customer caring point of carrier, which is
near to the churn point C. The retention is more accurate but the
time is shorter and cost is higher.
Trigger C is the time of customer churn.
Carrier A deploys SIG in MAN, and operates “warm
remind + plan + whitelist + push policy” in closed
loop, which increases the annual income by xxx xxx
(RMB).
For example: a level 2 carrier runs a network with more
than 3000 users
More Services: Building Precision AD DMP Ability,
Implement Win-win With AD Agency
Precision
AD
agency
marketing
AD trading
platform
behavior capacity center
White-collars
FBB SA
MBB SA
Pregnant women
Seniors
Users
AAA
Traditional
marketing
IP
Pipeline
Media
Analyzing user behavior, attribute and other dynamic data for 3rd parties and supporting their precision AD
strategic by API.
Richer Services: Implementing More B +X Services Extension by
Precision Marketing Based on Data
B（Bandwidth）
Users
Backwards cooperation
increases ARPU of lowvalue users
$$:
VIP
Package
$$:
buy
bandwidth
Carrier
$$:
Package
Carrier
X
Users
Users
Content privileges
speeds up，increases
ARPU
Bandwidth 800
Orientated bandwidth
backwards marketing
X
$$:
price
package
Mobile +
phone/TV
$$:
Package
Carrier
X
Increases wideband users ARPU
Decreases wideband Churn rate
Increases wideband Efficiency
Internet
VIP privileges +
orientation abilities
Carrier
$$:
prerogative
VIP privileges +
orientation abilities
$$
VIP
X
VIP privileges +
orientation abilities
$$:
share with
OTT/ICP
Service flow
Internet
Internet
Internet
Capital flow
X
Users
Terminal bundle
increases ARPA, builds
home control point
Inter
-net
Better Experience
Improves market share
And increases users
User
Improves
experience
Carrier & internet win-win,
change capacity of
network to revenue
Better Content: Smart Resource Introduction
TOP APP
statistics
TOP Website
statistics
IDC filing
system
Suggestions
Experience
analysis
Object
Inter-network
network
settlement
costs
DATA
qq.com
Tencent qq.com is the TOP N of
accessing web pages, need bringing
CNTV
CNTV is the TOP N cost bandwith
online TV APP, need bringing
58.com
This websit average delay 500ms,
need bringing
……
Report
……
Results
MODELLING
Object
Class
Access rate
Bandwidth
Quality
Success rate
Website
>30%
>5G
>5ms
<90%
Social APP
>25%
>4G
>2ms
<90%
Video APP
Online
shopping
>10%
>10G
>1ms
<90%
>15%
>2G
>3ms
<90%
…
…
…
…
…
Reason & Suggestion
Results
qq.com
The qq.com inter-domain access rate reduce 50%,
save 5G bandwidth per day
CNTV
The CNTV inter-domain traffic reduce 60%, save 5G
bandwidth per day
58.com
The 58.com average delay raised to 50ms, access
number increase 40%
……
……
Case of Network Resource Optimization Based on Real-time Hot
Spot
According to the results,
Bringing in hot resources
Backbone
Real-time
monitor
&
Traffic
management
The third party export、network export、IDC export ,real-time monitoring of network traffic
The third party network
Core
IDC
Cache
Metro
Multi level
cache and
IDC can
optimize
network
resource
Metro
Limiting low-value traffic, bringing in hot-spot
resources, reducing inter-network settlement costs,
reducing costs, and enhancing user experience.
Protecting the flow of value by a variety of measures, reducing network traffic
Protecting
the flow of
value
Real-time identification and protecting the flow of value by a variety of measures.
Better Content: Build Closed-loop Ability of Homesafe
Properties tag
OTT
Game IM
Basic
Information
Revenue
Contact
Information
Online
Behavior
Social
Family
Information
Customer
Experience
Pornographic
Violence
Gambling
……

Children
Art
Nature
……
Software
Communicat
ion Behavior
Child protection
Child
Message
Custome
r Data
Entertainme
nt
Ability
Parent
Interesting tag
Health
Status
Consumption
Pipe
line
date
Business tag

Mall
Shopping
The business and profit model
Location tag
Base Station
Information
To attract extranet users, increase
customer loyalty and improve the number
of users continuously.
Free
Life Track
Focus on the
value of
population
Home
safe
To develop characteristic service and
improve the broadband value.
Flexible
customized
Flexible combination and self-help
service by portal ,provide a superior
experience for users.
Developping accurate business
Cyber threat alarm
Viruses and Malicious Codes
Malicious pages and Download
Value
added

Time management



Work day：
21:00-23:00
Games, chatting
Work day：
19:00-21:00
Reading, Games and
chatting
Weekend：
14:00-17:00
News, Games and
chatting
Case
One carrier provides secure broadband
access service in order to support the
government bill.
At present the business has more than
1600000 users.
The growth of user has brought in
1,300 million pounds in the past 3
years.
Have a good effect: Homesafe has
got the approval of the government.
Securer Content: Real-time Detecting Security Events,
Constructing Safety Credit System in the Network
Product
Application
Collect threat by safety equipment
IP&Web credit
File credit
Credit
Library
Global
Collect
Global dense network---sample collection
Safe Sensor Crawler
Mail credit
Calculate
credit
Analysis
And
identification
Automatic
Analysis
Malicious
program
Malicious
URL
Phishing
web sites
Spam
Trojan
Botnet
Viruses
Worms
Inappropriate
content
Abnormal
traffic
Core Technologies of Cloud Security Competence Center :
Security Situation Awareness
Phishing Data Show
Malicious Web Perception
and Show
Virus Detection Data Show
Botnets Information Show
Cyber Attacks Perception
and Show
Threat Show Based on Realtime Google Earth
Contents
Opportunities AND Values Brought BY Big Data
Solutions and Applications Based on Real-time Big Data
An Outlook to The Evolution of Big Data Platform
Integration of Ecological Resources, Big Data Mining
Drives Loop of Technology to Business Closed
Users Churn
Analysis
Values
Point
Users Package
Upgrade
Network Resource
Introduce
Closed-loop…
Target
Marketing
Service of
Data
Opening
Integration
and
Analysis
Data
Collection
Services of Label Integration
Services of Business Management
Data Mining
FBB SA
MBB SA
Users Portrait
AAA
Business-driven
Service of Label Inquiry
Integration
Analysis
Platform
Technology-driven
Traffic, Stock, Increment…
Mobile
Commercialization
Commerce
of Data Ability
Siting for
Business
Office ……
Inside
Intelligent
Transportation
Intelligent
ISP
Intelligent
Bank
…………
Outside
Huawei Wishes to Cooperate with Carriers on Big Data Practicing
Professional
Organizations:500+
2005
Professional
Tools:D2S
Long-term
Experience:10+
2014
Years of trial and error experience, the only constant is changing.
Thank You!