Big data is an opportunity for communications service providers (CSPs) to create the intelligence for operating their infrastructures more efficiently, to analyze the success of their services, and to create a better personal experience for their customers. CSP Top executives, Network and IT managers and Marketing, are eager to exploit the large amount of information to achieve better business decisions. They expect their Chief Technical Officer to provide end-to-end analytic solutions based on the data available in their IT and network infrastructure. This presentation analyzes the complete value chain that can transform CSPs’ data to knowledge. It covers the sources of information, the data collection tools, the analytic platforms providing quick data access, and finally the business intelligence use cases with the presentation and visualization of the results and predictions.

1. BigDatafor
Communications
ServiceProviders:
Opportunityofthreat
Alain Guigui
CT, Telco Big Data And Analytics
HP Communication and Media and Solutions
Alain.Guigui@hp.com

2. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2
We have gone beyond the decimal system
Information from the Internet of things:
In the near future, Brontobyte will be the
measurement to describe the type of sensor
data that will be generated from the IoT
(Internet of Things)
1027
This will be our digital
universe tomorrow…
Brontobyte
10
24
This is our digital universe today
= 250 trillion of DVDs
Yottabyte 1021
1.3 ZB of network traffic
by 2016
Zettabyte
10
18
1 EB of data is created on the internet each day = 250 million DVDs worth of information.
The proposed Square Kilometer Array telescope will generated an EB of data per day
Exabyte
10
12
Terabyte
500TB of new data per day are ingested in Facebook databases
1015
Petabyte
The CERN Large Hadron Collider
generates 1PB per second
109
Gigabyte10
6
Megabyte

3. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.3
What is Big Data to the CSP?
• Online sales
• Downloads
• Call notes
• SMS
• Web chat
• Blogs
• Social networks
• Mobile apps
• Sensors
• Survey response
• Emails
• Office documents
• Billing info (ARPU, Credit Rate)
• Location info (on demand only)
• Opt in/Opt out info (data
exposure, promotions)
• Devices
• Session
• Context
• CDRs, XDRs
• Subscriber Data
• Subscriber Services (Feature Code)
• HTTP Usage
• Deep Packet Data
• Network QoS
• Web Mobile Behavior,
Transactions
• IPTV /VOD usage
Billions of
Interactions
Millions of
Transactions
structured information that is
used to run the business
unstructured information used to
gain insight on business drivers
CSP’s are having
this data today
695,000 status updates
98,000+ tweets
698,445 Google searches
11million instant messages
Every 60 seconds
217 new mobile web users
1,820TB of data created
168 million+ emails sent

4. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.4
Customer experience across actual interfaces
KAI – Key Attitude indicators
KBI – Key Business indicators
KCI – Key Care indicators
KDI – Key Interaction index
KEI – Key Experience indicators
KFI – Key Financial indicators
KPrI – Key Product indicators
KII – Key Improvement indicator
KJI - KLI - Key Lifestyle indicators
KNI - Key Navigation indicator
KPI - Key Performance Indicator
KQI – Key Quality indicator
KRI – Key Revenue Indicator
KSI – Key Success Indicator
KTI - Key Propensity indicator
KUI – Key Usage indicator
KBI – Key Brand indicator
KXI – any metric for meas. status
Network
Call Centre
Billing Enquiry
Customer Survey

5. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.5
Holistic customer experience across Business
dimensions
KAI – Key Attitude indicators
KBI – Key Business indicators
KCI – Key Customer indicators
KDI – Key Interaction index
KEI – Key Experience indicators
KFI – Key Financial indicators
KPrI – Key Product indicators
KII – Key Improvement indicator
KJI - KLI - Key Lifestyle indicators
KNI - Key Navigation indicator
KPI - Key Performance Indicator
KQI – Key Quality indicator
KRI – Key Revenue Indicator
KSI – Key Success Indicator
KTI - Key Propensity indicator
KUI – Key Usage indicator
KBI – Key Brand indicator
KXI – any metric for meas. status
Wide CE in general assesses any key metric for measuring the business status of Subscriber

6. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.6
What’s needed ?
• A Single Platform for a 360 degree view of Subscriber
• Managing manage properly all V’s at large scales
• Enriching Business processes with actionable insights
• Covering various analytics needs (Marketing, Network Operations , CRM, Care….)
and able to calculate all types of indicators/scores/recommendations etc ….
• Real-time and scale are important
• Streaming and Complex Pattern Detections are needed at large scales
• Need to analyze and provide actionable insights in session
• Simplifying and shortening analytics lifecycle
• Intuitive Designers, CME Industry data model, dedicated Value packs and
Network integration are key

7. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.7
HAVEn for Telco: HP Telco Big Data & Analytics Platform
eIUM
Real Time data collection
IT/OT ImagesMobile Search engineEmail Texts Documents
HAVEn
DRAGON Blue
DPI network probes
HP Smart Profile Server
(Analytics run-time engine and designer)
DEL – Data Exposure Layer and dashboard
VERTICA
Structured Analytic Engine
Targeted products
and marketing offers
IT & Network
Experience
Optimization
New business Models
enablement
Proactive Data
Strategies
IDOL
Unstructured Analytic Engine
HADOOP
Distributed File System
Market data Subscriber data Application dataNetwork data
CEP
Complex
Event
Processor
Solution Consulting and
Design
Deliver or run as a service
Business Continuity and
Support
Software
(TBDA architecture)
Applications
(Telco specific analytic use
cases)
Service & Support
Social media AudioVideo
Transactional
data
Telco Data Sources
(Network & IT systems)
Collect
• Massively collect, aggregate/correlate,
normalize, data
• From multiple sources (DPI, Web Logs, Location
servers , DWH, IT OSS/BSS data sources…)
• Tap in Network interfaces including App Levels
• Connect to NE with Native Interfaces
Analyze
• Create analytics and subscribers insights
(KPIs, KxIs, Scores, Interests,…) in minutes
• Execute in real-time, near-real-time (few
mins) over large volumes, varieties and
wide velocity ranges for millions of subs,
• Process streams (dpi logs , web logs,
tweets…and detect patterns in real-time
Expose & Visualize
• Advanced customizable
Reports/dashboards with Tableau,
Qlickview or others
• Slice/dice, Drill down, discover data
• Share insights with multiple departments
(OSS, CRM, MKTG…)
• Monetize customer insights in a controlled
way with multiple business partners

8. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.8
HP Big Data reference architecture (HAVEn)
Rich-media data
Unstructured
text data
Mixed-structure
data
Unknown-structure
data
Semi-structured
text data
Structured
text data
ODS
EDW
Data marts
Hadoop
HDFS
Map Reduce
Data integration
NotOnly SQL
Analytics
Operational mgt.
Access-in-place
Meaning-based
analytics
(Autonomy IDOL)
Autonomy
value-add
applications
BI/
Visualization
tools
Analytic
tools
Lightweight
ETL
Hadoop Extended Tools
Access-in-place
Indexed metadata
HP SPS
Analytics Engine
Columnar DB
Native analytics
UDx extensions
R-Functions
Integrated CEP
Access-in-place
Indexed metadata
WWW
HP Data Orchestrator

9. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.9
HP SPS Analytics Layer
• Flexible Creation and Execution Environment for Analytics
− SPS CME Industry Data model is flexible and extensible through new Logical Data mapper
− Integrated Analytics Designer and Deployer * to accelerate creation of analytics solution (Value Packs) by non technical experts (eg
Business analysts). Data scientists only needed for advanced analytics.
− Create roll-ups in minutes* and Transform your data From facts to customer insights (KPIs, scores, …)
− Built-in Query Generator pre-optimizing queries for Vertica *
− Monitor and Provide Notification/Alarms to ease integration with CN, OSS, CRM, CCC applications
• Advanced Analytics
− Supports creation/execution/orchestration of complex analytics (in parallel, in sequences, to calculate KxIs, CLV, Churn probability,
NPS ….
− Natively supports Vertica SQL extensions such as Time series, Sessionization, geospatial queries etc , R, advanced
categorization/recommendation algorithms
− It support value packs based on Java/3rd parties libs (web URL categorization, algorithms developed by HP Labs *
− Configurable KPI monitoring engine to issue notification and alarms
• Real-time Analytics
− Provide large scale streaming and in session pattern detection capabilities *
− Ideally combines with Vertica to provide a real-time in session view and historical view.
Data Analysis and Processing
*patents pending

10. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.10
SPS Built-in and Custom Value Packs
• Personalized Advertising Value Pack
• Web/URL usage categorization
• Advances click-through analysis
• Time and Frequency Scoring over Various time ranges/Clustering over various parameters
(location, time ….)
• Probability of presence, propensity to buy
• Exposure of preferred webs and categories to 3rd parties (Advertisers etc …)
• Mobile Network Usage Value Pack
• Production of KPIs in real-time to Model customer experience,
network/service/application/OTT usage across 2G/3G/Wifi access networks
• Other Value Packs (CDN, LTE, NBO,…)
• Custom Value Pack can be developed on top of core platform with HP SPS
Designers

11. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.11
SPS Exposure Layer
• Advanced data federation to create a 360 degree subscriber
view accessible in real-time
• Built-in authentication and fined grained authorization to
share and monetize customer insights with partners
• REST and SOAP apis, LDAP Northbound/southbound
• Identity Aliasing
• Privacy Management (with opt-in/out mgt, annonymization,
field encrytion )
• Search API
Share unified including analytics results with applications and 3rd party

12. WhatCanyoudo
withthat?

13. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.13
Monthly data usage
mostly used on social
network and e-mail
Targeted products and marketing offers
Understand the customer usage, behavior and interests.
CSPs must leverage their most valuable asset …
Information at the heart to enable “Communications Experience Providers”
Network Optimization
Increase operational efficiency
New business models
Connect with OTT players, advertisers and verticals.
Six slow
data sessions
yesterday
Browsing baby websites
last two months
Currently located two
miles from sports store
Saves department
store coupons
Dataisthe
newcurrency
ofbusiness
Nav
Experience
providers
Increase loyalty
Proactive experience management

14. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.14
HP SPS CSPs use cases
What HP’ SPS contribution
Network Security Threat Detection • Provides network security threat detection capabilities to detect and alert on malicious and anomalous traffic
traversing and attacking CSPs and customer IP networks in three dimensions – real-time, historical, and
predictive.
Network Performance Monitoring
and Analysis
• Collects network usage data from devices across the network in 5-, 10-, and 15-minute intervals –
• Resells network capacity
• Performance data is made available to large enterprise customers (with 1000s of users) via web portal
Network Performance Data Analysis
Video On Demand Usage Analysis
• Analyze billions of usage records, using familiar SQL, to determine network loads and capital requirements
• Make trends forecasting simple
• Vertica drives a dashboard for different metrics based on time of day, peak hours, and over a set number of
days
• Analyze video usage data for over 30,000 on-demand titles
• Helps increase revenue and customer satisfaction by helping place video closer to end users based on
demographics
“Bill Shock” Mandate • Provide pre-paid and subscriber mobile customers with visibility into their mobile usage, including voice, data,
and roaming – What used to take 15 hours now takes minutes for customers
Call Detail Records (CDRs) and
Network Logs Analysis
• Understand network performance issues and gaps for capital equipment purchase requirements – no over-
provisioning
• Helps meet their Service Level Agreements (SLAs)
Analytics Sandbox • Analyze phone records over a six-day period – 90% of value of these phone records is the last five days
• Replace proprietary data warehouse for ease of use
USA
Australia
USA

15. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.15
Problem Description The Solution Expected Benefits
Japan Tier 1 - Wifi Offload QoE
-Big success of traffic
offloading via SIM Auth
-No QoS/QoE view on
offloaded traffic
-Difficulties to maintain
quality over Wifi access
-HP DPI (DRAGON BLUE
deployed as a Highly
Flexible DPI Solution
-SPS Real-time Module
(CEP) and Analytics Value
Packs (QoE and usage KPIs)
-High Massively scalable
system for 350000
hotspots and single
solution to cover
3G/Wifi/LTE .
-Means to monitor and
detect weak hotspots
compared to usage
-Means to optimize
offload policy based on
profile
-Mean to have a
operational view
(immediate detection of
heavy users, loaded Hot
Spots, MOS)

16. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.16
WiFi QOE Analytics
16

17. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.17
POC (Smart Shopper) Goals and Initiatives
• Currently brick-and-mortar retailers and Entertainment venues are looking for
technology solutions that can provide more information about its customers
who walk into the venue.
• Product manufacturers are interested in learning more about the customers
who shop at these retailers. They are looking to level the playing field with their
online competitors.
• All to provide a better customer experience in the retail stores, leverage the
floor space and subscriber analytics with real-time Mobility App offers.
• The CSP and HP are uniquely positioned to provide a complete end to end
solution in this space. The platform that will combine indoor location services
featuring geo-fencing, augmented reality Aurasma, iOS App with shopping
list/coupons, and Big Data subscriber preferences with recommendation/offers
to provide an entertaining and valued customer experience

18. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.18
HP
Block diagram
Smart Shopper
POC
Aurasma and App(s)
Aurasma and App(s)
4.0 in. x 3.0 in.
Room
Sensor 4
Sensor 5
Sensor 3
Sensor1
Cosmetics
Men
Women
Shoes
Entry / Exit
Sensor 2
Smart Profile Server
SDP
API / SDK
(Decision /Rules)
Analytics
BI - Dash board/
Reports
( Tableau)
User
User
User
Group
User
Group
Foundry APP (iOS)
Hourly
Data load
RealTime
Location Server
Subscriber Profile Data
Movie Preference
Browsing preference
Location Preference
Cloud
Aurasma (Server)
Apple APN
Represents the logical view
of
triangularizat
ion

19. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
ThankYou,
any questions?