Huawei Daas Program

According to the report of the World Economic Forum, "Big Data is new wealth, worth as much as oil". Victor Maire-Schoenberg, the father of big data, had predicted that "it's only a matter of time before the data are on the corporate balance sheet". Telecom operators are inherently the owner of massive data, the rapid development of Internet business has driven the "data" beyond the "voice and SMS" to become the monetary carrier of personal consumption in the virtual world, so whether the growth of the pipeline virtual data can be transformed into the promotion of the real economic benefits in some way. is the key to the operator pipeline data to the asset.

It is the only way to transform the operators in the era of large data to make the data become an important part in the operation of operators.

1.1 Unified User Portrait is the basis of data management

After many years ' construction and development, it is influenced by many factors, such as multi-network multi-system superposition, multi-equipment manufacturers coexistence, Application Systems and protocol interface, etc., which makes the boundary between each data production system of the operators distinct, which leads to the problems of data redundancy, poor consistency and low efficiency. And to get through the data boundary cost is far higher than the income, resulting in more and more data islands.

With the development of cloud computing industry and the emergence of Hadoop and MapReduce technologies, data management based on cloud architecture has the advantage of cost and commercial potential. The rise of large data provides the technical basis for operators to solve the problem of data management, and how to integrate data effectively, to get through the channel between the data islands and to maximize the value of the data. The user-centered, through the large data acquisition, storage, desensitization, analysis and other technical means and privacy protection measures to establish a set of user unified view, Achieve 360° feature label sharing between data systems for users. Figure 1:

Figure 1: Unified user portrait to realize data resource sharing by data island

The existence of the unified user portrait solves the problem of the breadth of the single dimension user data analysis in the traditional data island. So that operators have the ability of multidimensional analysis of user data, combined with their own understanding of the application, operators can generate valuable insights and open to all types of applications to build the operator's data management capabilities. Such as: Operators of mobile traffic package design, with the help of a unified user portrait, the user's attribute preferences can be a unified analysis of multiple latitude, you can get more rich and accurate user insights, design more in line with customer demand package. As shown in the following illustration:

Figure 2: Unified User Portrait application in the analysis of end user package

1.2 Development of Third-party applications is the direction of data management

Through the provision of it cloud services in Internet enterprises, in the case of building a large number of Internet portal applications and establishing cooperative alliances to obtain as many user data as possible, the telecom operators who have mastered the real data of massive users are beginning to try to provide data services to stimulate the development of third party applications in order to obtain economic benefits.

In October 2012, Telefonica Dynamic Insights, in collaboration with market consultancy GfK, launched the first product known as intelligent footprint (smart tournaments), which is based on completely anonymous and aggregated mobile network data, for a certain period of time, The key impact factors of human traffic in a location are analyzed and the results are presented to the Enterprise and enterprise customers:

Retailer's new store design and location, design promotions, and customer feedback and other decision-making support;

It can help the municipal committee to calculate and forecast the people's flow under various scenes;

By selling extensive, real-time, desensitization data processing results to obtain economic benefits, is "data is also asset" the most direct explanation.

Verizon created a new business unit called Precision harsh insights to run its large data service in October 2012, and has been working with a number of local data-value-added companies to tap into the benefits of large data analysis in telecommunications, which mainly includes:

Accurate Marketing Insight (Precision harsh Insights), providing business data Analysis Services;

Precision Marketing (Precision Marketing), providing support for advertising;

Finally is the mobile commerce (mobile Commerce), mainly oriented to the mobile payment business ISIS;

Based on extensive collection and depth processing of data, the deep value of highly extracted data focuses on providing insights into industry and specific applications and obtaining more economic benefits.

November 2013, Orange released its first commercial large data application flux Vision, currently mainly for the French domestic transportation, tourism, trade and other fields of enterprise and enterprise customers to provide data services, support two modes of service:

Real-time data Analysis Services: Provide customers with real-time analysis of population density and flow statistics results;

Historical data Analysis Services: According to customer demand according to a certain dimension analysis of population behavior;

With the massive data and strong data integration, data analysis capabilities, based on the depth of mining and analysis of the value of data, to provide customized analysis insight to enhance the customer's operating capacity.

According to the authorities, by 2018, mobile operators, which have deployed large data analysis platforms, have gained over 6.8 billion pounds in total revenue through savings, business-model innovation, and other means. Huawei has been aware of this trend, based on the experience of globalization and the expert team, combined with the industry's large data development and application of the in-depth analysis and understanding, with the broad masses of customers to carry out the work of large data innovation, and fruitful.

1.3 Innovation practice of Huawei Daas

March 2014, in order to explore how to use large data to help operators innovate business model, activate network assets and user assets, explore large data business value, to the Internet Operation transformation and other topics, Shanghai Unicom and Huawei Company jointly established a "large data based on the Internet Stock Management" joint Innovation Center.

After a period of joint operation, the joint innovation activity has achieved remarkable results. For the telecommunications industry generally pay attention to the large data external cooperation and user data assets to activate, this paper constructs a mature multi-party cooperation model and business model by using large data open platform as the foundation, realizing industry business value as the direction, developing the industry of customer innovation business model as the motive force, making use of large telecom data analysis service to create economic benefit. And in the commercial activities of the initial verification, commercial potential is huge, as shown in the following figure:

Chart 3: Huawei's large data platform to build a multi-party cooperation model

Shanghai Unicom Joint "Oriental Morning Post" in the 2014 World Cup during the launch of the "World Cup at the fingertips, new views of large data" theme activities, and strive to create a hot topic, while enhancing the brand's influence. It is the first time that operators around the world have tried to analyze the World Cup with large data, observe the fans and pay attention to the life of the people, and it is an attempt to analyze the user data for commercial benefit, which shows the great impetus of the large data external cooperation in the operator's business and business model innovation. The effect of the transmission is evaluated as shown in the following illustration:

Chart 4: Dissemination effect assessment-data analysis

As a part of the large data ecosystem, Huawei focuses on delivering high quality products and services to the business value of our partners. In the follow-up cooperation with Shanghai Unicom, Huawei will continue to dig deep into the commercial potential of telecom large data operation, explore the operation mode, build advanced data open platform, and contribute to the maturity of new telecom data management ecosystem.