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David Akeroyd.
Head of OSS Architecture
Telefonica UK
June 2013
Operational Intelligence
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Who is Telefónica ?
You know us better as
• O2 is the commercial brand of Telefónica UK Limited and is a leading
communications company with over 23 million customers as well as owning
half of Tesco Mobile.
• O2 employs over 11,000 people in the UK, has 450 retail stores and
sponsors The O2, O2 Academy venues and the England rugby team.
• Telefónica UK Limited is part of Telefónica Europe plc which uses O2 as its
commercial brand in the UK, Ireland, Slovakia, Germany and the Czech
Republic.
• Telefónica Europe is a business division of Telefónica SA.
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A few facts about our network
• O2 runs 2G and 3G networks.
• 125 million calls a day.
• 170 million text messages per day.
• Not getting any smaller (heading for 18,500 sites!).
4G is taking off: aiming to reach 98% of the population up to 2 years
earlier than the regulatory requirement and was the first to trial
4G/LTE, reaching speeds of over 100Mpbs.
We invest the equivalent of £1.5 million a day in our network
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..and OSS is what exactly?
• Operations Support Systems:
• The systems that give visibility of the state of the Network and IT,
supporting infrastructures and Services to our customers.
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The Challenge
There are many challenges facing Communications Service Providers, but
amongst the most challenging are:
• Understanding customer affecting issues at the time they happen (and doing
something about it).
• How to maximise customer engagement by reacting to the customer’s
situation in real-time.
This Seminar looks at how those challenges are being addressed by using
Operational Intelligence.
This is our Journey…..
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Operational Intelligence:
Nothing to do with
History.
Everything to do with
Now! (The Art of Now-ledge)
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How did it all start?
It’s Complicated….
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Network Visibility vs. Customer Insight: The Start…
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Capture it all for analysis?
?
Nearly 7 Billion network messages per
day and still increasing
Up to 250,000 messages per second
peak
Equates to around 2 TB per day
Data in Motion
Data at Rest
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To mobile users, relevance is everything!
The stored-data driven model isn’t
working when it comes to right-here,
right-now..
Reducing Event to Action time is critical
in address situations as they occur and
for deriving value.
Relevant to Them,
Right There Right Now
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So – how does OI make sense of it
all?
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C. E. P.
Address the 3V attributes of:
Volume, Velocity and Variety
In Real Time
Real Time Event Processing The Special Sauce for Big Data in Motion
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What’s a Complex Event?
A Wedding!
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Vitria Operational Intelligence Platform
Harnessing the power of events
Visibility Insight Action
Real-time Aggregation of events
Multiplicity of TUK event sources: (Network, IT, M2M, O2 Connect, RSS, Twitter etc.)
Full coverage of all network and IT.
Detect patterns of events as they happen.
Correlate past, present & real-time information
Detect across multiple dimensions (event clouds)
Mash-up and re-combine
Change detection on the fly.
Immediate reaction based on what is happening now.
Proactive action based on real-time customer insight.
Active integration with other systems
Strategic Enabler for other things (Big Data/EDW etc.).
Creating an event driven strategic platform.
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BI, Big Data and Operational Intelligence Big Data at Rest vs. Big Data in Motion
Big Data (at Rest) vs. Big Data (in Motion)
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Getting the buy-in (twice)
• PoC 1 - All about mobile data:
• Mobile data,
• inbound data roaming,
• Wi-Fi off-load.
• PoC 2 (!) - Extension to voice calls
• Failed calls
• Dropped calls
• …and we managed to synthesise an entire classic mobile CEM application!
(Which was not really the point, but it proves the power of creating a platform.)
Oops!
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Converging Quests
Customer Service
Quest for Relevance Quest for Insight
Who
When
Where What Where When
What
Who
Where
When
Who What Now Aware Now Action!
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The quest for insight…
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Worst Performing Cells and who it affects
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Insight: Network deal with Vodafone
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Insight: Inbound Roamers
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Boring!!
What about relevance to me?
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OK – so the quest for relevance….
Wider business engagement: Outbound travellers and O2 Travel
O2 Travel provides customers roaming in Europe up to 25MB of data usage a
day for £1.99. However, much lower uptake than expected – Why?
Bill Shock Fear
So customers turn data off when they roam.
OI Mission: Increase customer awareness of O2 Travel by sending an SMS to
customers about to roam to Europe – once they have gone it is too late.
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O2 Traveller on Eurostar.
Detect at a number of points on the
route starting at St Pancras
International
Send a message if detected in
sequence at the right points at the right
time. Exclude Eurostar Staff.
High Speed 1 route
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O2 Traveller on Eurostar: The Imposter!
High Speed 1 route
Problem:
Javelin Trains
share the route
Timetable
Masking
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O2 Travel.
Opted-in customer detected. Message sent between Ashford and Tunnel Portal
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So – where next?
Enhance the platform for:
• M2M management
• Event Based Marketing
• Fraud detection and reduction
• Increased Situational Awareness
Integration with Big Data at Rest and BI
Adopt Event Driven Architecture
To be continued…..
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