Ott impact obviously operators should make full use of large data

Http://www.aliyun.com/zixun/aggregation/2055.html, an American telecoms operator, said in a recent statement that telecoms operators have a big role to play in large data, and that the most urgent thing is to learn to make the most of the big data, Otherwise this business opportunity will be OTT service provider to preempt.

Ott intended to refer to the passing of the ball in basketball, OTT service providers are used to refer to the operators to bypass the network service providers. Sprint's technology development and strategy director Von McConnell has said in a public setting that even if telecoms operators become "dumb pipes", "rely on data analysis to survive".

At present, most of the database business information is in the hands of telecom operators worldwide. Mc Connell said, "We do not have the ability to use data." All along, telecom operators do the most is selling mobile phones, selling time, selling traffic ... We don't have data on scientists. We should work towards the direction of data science in the future. ”

Mc Connell pointed out that the current telecommunications operators in large data encountered the main difficulties of two points, one is the existence of a large number of different systems, corresponding to a variety of analytical tools, there is a certain degree of difficulty in integration; another is that the pressure from regulators has been forced on privacy concerns. By contrast, Google and Amazon and other OTT service providers have been striding forward, have played a real-time analysis of the advertising language.

Mc Connell says the advertising market, based on large data, is worth as much as $260 billion trillion, and telecoms operators can get a slice of it. One of the most promising is the localization application. Advertisers mostly like similar apps, and they want to use this to analyze consumer shopping habits. McConnell says that for some consumers who are accustomed to fixing, some technologically advanced advertisers can even get their whereabouts 5 days ahead of time and conduct marketing activities accordingly.

For operators themselves, large data is also an important means to enhance their ability. Mc Connell thinks, through the data analysis, the operator can obtain the optimized network the primary data, directly to the end user. Operators can also use this to anticipate the user's net-rate and make corresponding improvements accordingly.

But operators also face a small difficulty.

The first is the cost. Mc Connell says that most OTT providers can get the information they want with a small amount of money, but telecoms operators spend a lot of time storing data, and the cost per user is up to 12~15 dollars each year.

The second is the interoperability and compatibility of the system. Operators have different systems, but Ott often get a lot of information through simple cookies (records). To this end, Mc Connell called on the major operators should work together to solve this problem, such as rising to the industry height, to seek data collection and analysis mechanism between operators. He predicts that operators still have 3-4 years of time to negotiate and cooperate, otherwise the data analysis opportunity will fall to OTT service provider.

(Responsible editor: The good of the Legacy)