Although the World Cup has been the curtain, but the big data in this World Cup's splendid performance is still the industry relish. Instead of octopus octopus, big Data has become a new generation of "Prophecy Emperors". Take a look at the power of big data in this World Cup: Google, using data from Opta QSL, a real-time sports data company, successfully predicted the winners of each of the World Cup 16 games with its cloud computing platform, while Baidu's big numbers succeeded in predicting Germany's title. While helping countless lottery buyers win money, the big numbers make it easier for operators to taste the flow in this World Cup. During the World Cup, China Unicom launched the "You see the World Cup, I free flow fee, every day there is a big prize" promotional activities to provide users with very favorable custom video traffic packets. "Through large data, China Unicom to different user groups to introduce differentiated custom traffic packets, to achieve the growth of traffic revenue." "China Unicom Group Information and E-commerce Division, deputy general manager of the Xiang Xiangdong to the" Communications Industry newspaper (NET) reporter said. Two years ago, the New York Times wrote "Welcome to the Big data". Two years later, the commercial value of big data has emerged. We can see big figures in the medical, transportation, financial and retail sectors. Compared with these industries, the telecommunications industry has a richer user data: User details, users online log, location information, access records, terminal information. "Telecom operators have documented in detail the fingerprint of human information in a modern society. Data has become the next productivity of telecoms. "An expert from China Telecom's Shanghai Institute said to reporters. A new global study commissioned by Microsoft in IDC found that the global communications and media industry is expected to receive more than $235 billion trillion in data from data mining over the next four years. Are operators ready to face the alluring data gold mines?
Embrace big data as of the end of June 2014, the number of mobile users of China's three major operators reached 1.26 billion, 3G users accumulated 471 million households, 4G users reached 13.97 million households. Huge wealth is hidden behind the huge data system. In the past more than 10 years, however, these data have been lost in vain and have not really translated into value. "Operators have been trying to build smart pipelines. However, due to the high cost and extensive business management reasons, the data has not been highly valued by operators, the construction of the system also has a technical short board, can not effectively support data conversion value. "Xiang Xiangdong said. In the face of the 235 billion dollar data dividend, is to continue to do "data porters" or to change to "data processors"? Apparently, the latter became the operator's choice. Take a look at the movements of the world's leading operators. France Telecom with large data to improve service levels, enhance the user experience; The NTT DoCoMo collects the user details, improves the CRM system and the Knowledge base ability, and improves the business management success; At&t will sell data related to users to governments and businesses for profit. And, this time, the pace of the three major domestic operators has not been left behind. Xiang Xiangdong told reporters that China Unicom has made large data as the main strategy for future development, IT system has also determined to "focus on large data as the core, top design to lead it construction, service lower level, help customer perception" as the overall strategy. March 15 last year, China Unicom launched the first large data application system-the user's Internet traffic query system to solve the data age users transparent consumption problem. Xiang Xiangdong told reporters that in the past year, China Unicom has also built a centralized large data platform. "This platform focuses on BSS, MSS, OSS, and signaling system data, which can be used by provincial subsidiaries to refine marketing." Xiang Xiangdong told reporters. To protect the privacy of users, Xiang Xiangdong told reporters that China Unicom has no plans to sell data to third parties for the time being. Correspondingly, China Telecom's ideas are bolder. China Telecom Marketing Department deputy general manager Tangke introduced, China Telecom's big Data strategy is a two-wheeled drive. The first is to realize intelligent operation internally, to provide users with fine marketing services; second, to provide value-added business, the data to the retail industry, the financial industry and the insurance industry, to achieve data two times marketing. Of course, the premise is to protect the privacy of users. Among the three operators, China Mobile has the largest user base, with mobile subscribers reaching 790 million. Starting with the big Cloud project, China Mobile has embarked on research and practice of large data. China Mobile business Support System Project manager He Hongling introduced, China Mobile large data platform is still in the process of evolution, the current formation is the group level and the provincial companies 1+31 sets of systems, the total data capacity of about 10+PB. Large data applications focus on four aspects of customer insights, marketing, customer service, and operations management.
Ideal fullness reality bone face large data to the telecommunications industry data dividend, from the operator's senior in different public occasions have said, "in the face of OTT impact, large data will bring new market opportunities for operators." "But the ideal is plump and the reality is bony." "For most operators, it's not easy to get a data dividend: massive data is not effectively regulated, a block of data is created, and the technology platform in the enterprise is disconnected." Large operators have reacted quickly to the opportunities offered by large data, but no single operator has been able to provide all the services from services to devices and end-to-end. "said Rick Lievano, director of Global industry technology strategy at the Microsoft Telecom Division. The first challenge for operators is the inability to "talk" between data and data. Look at a set of data. China Mobile, sales terminal 251 per minute, wireless internet traffic per second 33GB, daily Word data 10TB, send SMS 24,000 per second, 8 million times per minute call, daily signaling data 100TB. The data is distributed in BSS, MSS, OSS, signalling systems, and the terminal information base. However, since IT systems all adopt a "chimney-style" architecture, there is no synergy between the data. Therefore, the premise of the operators to enlarge the data is to realize the centralization and integration of IT system. Xiang Xiangdong to reporters. He told reporters that China Unicom plans to integrate all the IT core data, network element side data, Internet data, and even with external cooperation and affiliated enterprises or third party exchange of data, the formation can reflect the enterprise Panorama, Customer panorama, all products/channels of large data platform. In addition, in the face of huge data, the operator's existing system can not be fully in-depth analysis of the data. "Large data requires the aggregation of data from all segments of the network into a true picture of the user." However, the existing DPI analysis is used only as a few reports to clearly render the user's real needs. Experts from the Shanghai Institute said to reporters. However, in He Hongling's view, these technical problems can be solved, user privacy and data ownership is the operator and the entire industry is facing problems. "First, the solution to data ownership can be achieved through different business models, such as the signing of a contract with the user for free or for profit, and secondly, to explicitly inform the content and use of data collection, and third, to ensure the privacy of data through technical means." "After a new study of European communications, 65.2% of European telecoms operators think they have grasped the opportunities offered by big data, but they can do better. In order to do better, operators have an urgent need for large scale data deployment programs and other new technology applications. But, Rick points out, this is a classic failure of tactical-led strategy. Not all valuable data is "big data", nor is the data strategically significant. 235 billion of dollars in the lure of data dividends, all the industry is stirring. But in fact they are also very confused. "After the arrival of the big data, all the technical solution providers found us, XuanHow good the program is. However, I haven't even figured out what the big data is and how much it can bring to the enterprise. "An information system construction officer from the operator told reporters. In this regard, Rick suggested that, before overturning the original IT infrastructure and introducing large data solutions, operators should first think clearly: what are the business goals to be achieved? In this regard, Telstra and South Korea SK Telecom provided a model. Telstra large data deployment has only one goal: improve customer satisfaction. SK Telecom's goal is to seize the opportunity in the Indoor positioning Service (ilbs) to harvest new business growth. "With such a clear goal, operators will be better able to choose large data deployment solutions that meet their goals." "Rick pointed out. Sadie consultant Analysis and forecast, China Telecom industry large data application market will maintain rapid growth momentum, the growth level is higher than large data overall market growth, by 2015, the telecom large data application market scale is expected to reach 2.53 billion yuan. For the domestic large data market, Xiang Xiangdong also suggested: operators must keep a clear mind, do a good job in the top design.
