A Deep Dive into Digital Lifestyles – Analytics that power the modern broadband experience

Eyal Yaron, Director Product SolutionsNovember 12, 2013

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Broadband AnalyticsWhat operators already doing?

1. Tracking OTT application usage at a network level

• Driving operation decisions

• Building business models

2. Tracking usage at a device level

• Setting up agreements with handset vendors

• Promoting application developments decisions

3. Tracking usage at user level

• Leading towards new business models, value based offering

4. Tracking browsing activity

• Content personalization

• Mobile Advertising and Context aware offering

Segmenting the Digital Lifestlye

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The Study Explored Digital Lifestyles in Action

The research produced actionable segmentation for mobile operators

Operators can use analytics to segment their customer’s digital lifestyle and capitalize from the value they give to the connectivity

A Map of the Digital Lifestyle Profiles

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The Digital Lifestyle Profile Details

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Device Usage Patterns

• Watches videos on iPad • Watches videos on a PC tethered to his iPhone

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Put Y on a Tethering Plan that is better suited to mobile video streaming habits

X Y

Smartphone Calling Patterns

• Uses only voice calls • Uses Viber for outgoing calls

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Offer Y premium VoIP delivery that guarantees QoE and generates additional ARPU

X Y

Social Sharing Patterns

• Shares photos in the evening Auto backup from iPhone to iCloud

• Prefers live video broadcast with Bambuser

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Target Y with a plan that guarantees fast video upload

X Y

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Value Based Offering

Classification of traffic on the basis of application type enables broadband service providers to offer subscribers more personalized and tailored service plans.

Example of Application Based Charging

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Operators are offering subscribers the choice between different levels of access to different applications. Such as unlimited zero rated social media usage or VoIP minutes

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Parental Control – Opt In Services

Access to inappropriate content and websites on the Internet is a very real issue and has led to consumer demand for effective and easily-deployed solutions for safe browsing.

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Parental Control ExampleClick here to ad icon

Full PersonalizationPer Category Filtering

Pre-definedProfiles (eg. Teenager)

Time of DayPolicies

Deploying Parental Control

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EPCS\GW PGW

Gyn

SGi

• Enforce Parental Control profiles

• TDF Filter in real-time

• Charge for value added service

Video Optimization

Parental Control

OCS PCRF SPR

Sd

InterneteNodeB

TDF

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Broadband Analytics

Providing Breakthrough Network Business Intelligence

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What can Broadband Analytics Answer?

What are the Financial

Implications? What

Happened?

How should I Plan my Network?

• Summary Dashboards to view, e.g. revenue lost to OTT applications, OpEx saved by traffic management

What is the Subscriber

Doing?

• Subscriber segmentation using

• Service package planning and verification

• ability to track and analyze data for each customer

Management Marketing Customer Care

Operations

• Network usage monitoring

• Subscriber level troubleshooting

• Trend analysis• Capacity

planning• Impact of

usage on control pane

Engineering

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Analytics Front End or Data Source? - Both

Analytics Front-End Data Source

Multiple ways to query, manipulate and present data collected by inline platforms as well as other operator systems

Raw traffic attributes and metrics from the network that are transformed into a single data source semantically ready for lookups to gain valuable business insights.

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The Data Source Elements

Inline platforms monitor all activity on the network

High resolution raw data records are collected from the user plane and control plane

Data records are transformed into modeled data and stored in a well defined big data warehouse.

Data is enriched with attributes, calculated metrics and feeds from external systems

Modeled data is semantically presented as intuitive business objects and can be exported analytics application or business tool

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Broadband Analytics Comprehensive Solution

Inline Platforms

CRM, Billing, BI, Analytics

BI, Data Analysis Tools Management, MarketingEngineering, Finance

Data Warehous

e

Export

DataMediator

Pre-Configured Reports

Self-Service Analysis

Presentations & User Interface

ExportExport

Raw data records

Other System

CRM OSS BSS

Choosing Broadband Analytics SolutionService Provider Check List

• Coverage of multiple network access types

• Impact on core element load (e.g. PGW\BRAS)

• Quality of application detection

• Keeping application detection up to date

• Support for various level of analytics like network, device, application and web browsing

• Handling of policy enforcement at the same level of accuracy

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Click here to ad icon

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Choosing Broadband Analytics SolutionService Provider Check List (II)

•High speed data collection to

•Mechanisms to control data loads and guarantee confidentiality• Compression

• User defined filters

– obfuscation of raw data

Click here to ad icon

Actionable Intelligence – the next step

Understand user context in real time

Act on information collected • Classify user need

Tune offering• Classify relevant offering \ partners

Alert partners to trigger partner offering • Real-time notifications including user

classification, geographic zone, type of de device

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Summary - What Makes Analytics Solutions you can really work with

Carrier Grade Solution, • built to handle large

and growing volumes, • modular and resilient

design expands seamlessly in both virtualized and non-virtualized environments

Self service interactive approach for generating reports that allows operations, engineering and marketing experts to mine the data that is relevant to them; to visualize complex events; and to model what-if outcomes

Rich Data Source Collects raw network data and turns it into a full complement of accurate data records able to enrich data records with feeds from external systems. Modeled data is stored in a purpose built big data warehouse

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Thank You

Eyal Yaroneyaron@allot.com