Depth mining three types of value information operators how far away from the big data

In the wave of cloud computing, large data and mobile technology, IT systems play a more and more important role in telecom operators ' business, and transform from back-office support system to core business system. A survey from the Economist Information Division shows that more than half of the respondents rely heavily on it to improve their operational efficiency. Among all respondents, the most efficient companies, those that outperform their peers, have identified different roles for it in key areas of their business. 2013, operators will invest more money and human resources to transform IT systems.

In this year's It month report, we will focus on four aspects of big data, cloud computing, it centralization, and security, and how operators use these technologies to turn IT systems into a new engine for corporate performance growth.

Now it seems, "as if the spring breeze, thousands of trees pear blossom" to describe large data propaganda effect is not enough, and on behalf of its release value is a bit exaggerated.

Verizon started studying big Data last October. For Verizon, Big Data is a novelty and is in the exploratory phase. In fact, operators will not easily change their IT infrastructure until a technology has yet to produce economies of scale. Verizon consultant Yang Junjie said in an interview with the communications industry newspaper.

However, as a CRM consultant for Verizon's marketing department, Yang Junjie believes big data represents the future direction of the carrier's IT system. It was last October, when Verizon set up the Precision Marketing department precision Marketing Division.

At present, a number of consulting companies give analysis reports that the telecommunications and the Internet is the largest data as the two market segments. As a network operator, operators hold the most comprehensive information of users. The depth of use of these data will bring significant value to operators. A number of respondents told reporters.

"Anyone except God must use data to speak," said Edward Daming, an American management and statisticians. "Telecom operators around the world are using action to achieve the goal of" talking "online.

Pipelines are data mines.

The development of smart terminals has led to exponential growth in operator data traffic, with mobile Internet traffic growing by nearly 10 times-fold over the past 18 months, according to analysis reports. Another data report from Cisco shows that in 2001, the global IP stream to reach 1EB time is one year, and development to 2013, the time is significantly shortened only a day, 2016 again shortened to a half-day.

Operators ' networks are generating huge amounts of information every day. For example, Shanghai Telecom, Xujiahui business district generated 80,000 updates per minute information, the entire Shanghai city every hour has 3 million mobile phone calls, a daily 70tb-100tb of data access, 3 billion times a day, the amount of internet clicks. Obviously, behind these huge amounts of information is a data gold mine.

"All this information is generated in the operator's pipeline. Pipelines are the gold mines in which operators dig bokhary data. In this pipeline, operators will get three of the most valuable information, namely, mobile user location information, signaling information and network management and logging. "ZTE Big Data chief Engineer Ye in the communications Industry newspaper (NET) reporter interview said.

Location information has begun to benefit Telefónica. After setting up a large data unit, Telefónica launched its first product, "smart tournaments", which analyzes user traffic and key factors for a period and a location, and delivers insights to government and enterprise customers.

These insights can provide the retailer with decision support in the design and location of new stores and the way of merchandising, thus helping retailers to better insight into customer needs and improve marketing performance.

By modeling location and signaling data, operators can also use large data to support public affairs. He Hongling, a project manager of China Mobile, introduced that operators can establish user "time-space" feature analysis model, according to historical information and current information, to serve traffic planning, major events and emergencies.

Prior to the advent of large data, operators were more sources of data analysis based on BSS and CRM systems. "The data produced by the pipeline is more valuable than the BSS system," he said. "Ye said.

Teradata, general manager of China Communications industry, Wu Shunyu to reporters to further elaborate the importance of network-side data. Teradata, he said, worked with an operator to assess customer satisfaction with operator service. Based on the BSS data, the analysis results show that the user satisfaction is very high, the fee is timely, almost no complaints.

The reality, however, is that the operator's user-net rate continues to rise. Therefore, Teradata recommended the introduction of OSS-side signaling data for a comprehensive assessment. Signaling data show that many users actually often do not call, or frequent drop, download content speed is very slow, user perception is very poor, which is also the key reason for the user off the net.

The BSS system focuses more on marketing-type data. Therefore, operators should be large data, the BSS side and the OSS side data must be fused to form a full network of data. "Wu Shunyu said.

Shanxi Mobile then through the introduction of large network data, and BSS data fusion, accurate observation of micro-letter, mobile phone QQ, rice chat and other OTT business impact on the traditional business operators how much, and made the right market decisions.

However, to achieve the data fusion of BSS domain and OSS domain, operators are confronted with the challenge. Telecom operators ' It architectures are often likened to "chimney-style" architectures, where data islands are large. It is not easy to integrate these data into scale.

The chief scientist of the China Mobile Research Institute said on Weibo that "while telecommunications operators have a natural condition for analyzing user behavior, operators are based on the business development model of infrastructure (capability and technology) upward (market demand) and operators ' traditionally constrained by event-driven business architectures, It is difficult to produce direct market value so far. ”

In this respect, Wu Shunyu said, the big data solution that the manufacturer launches is making up this flaw.

(Responsible editor: The good of the Legacy)