Operators face Big Data: Application of "landing" four scenes

Since 2011, the concept of large data has gradually entered into people's view. IDC, McKinsey has issued a report on large data, the big data is likened to "future gold Mine", many domestic internet companies have begun to deploy their own large data strategy, domestic operators sitting on the data "Jinshan" but Sainus development is indeed a pity.

But with the rapid development of the 4G era and the Internet of things, the data flow is exploding, and the operators have to face the big data. As Rosant, ZTE's chief architect, says, big data is driving the transformation of telecom network services, using large data analysis to make telecommunications services smarter and smarter.

Tang Xiongyan, Deputy chief engineer of China Unicom Research Institute, has pointed out that the "big data" generated by users ' Internet behavior can help solve the planning optimization and centralized real-time monitoring of millions mobile base station planning and optimization millions mobile base station. He said: "Mobile base station planning and the actual user data flow distribution characteristics, effectively improve the accuracy of construction and investment effectiveness." At the same time, all mobile base stations nationwide real-time monitoring, can be the first time to find the problem of timely repair. In addition, operators can also analyze the population or traffic situation in a certain place through the excavation of the user's online status and location. ”

In addition to the specific applications cited by experts, operators of large data applications mainly landing "landing" four kinds of scenarios, to help operators to achieve from the network service providers to the information service provider transformation.

First of all, at the market level, operators can use large data on their own products to service, through large data analysis of user behavior, improve product design, and through user preference analysis, timely and accurate business recommendations, strengthen customer care, so you can continuously improve the user experience, Increase the user's information consumption and the viscosity of the operator; Secondly, at the network level, through large data analysis network flow, flow trends, timely adjustment of resource allocation, but also can analyze the network log, the whole network optimization, and constantly improve network quality and network utilization; third, in the Enterprise management level, Can be done through business, comprehensive analysis of resources, financial and other data, quickly and accurately determine the company's business management and market competition strategy; forth, in the Business innovation level, can ensure that the user's privacy is not violated under the premise of the data in-depth processing, to provide information services for the enterprise to create new value.

Big Data applications face six major challenges

Operators to develop large data with other industries unparalleled advantages, mainly reflected in: first, the operator master data comprehensive enough. In the field of telecommunications, hundreds of millions of users of the communications user base to ensure that the data is massive and diverse. II. sustainability of data provision. The constant existence of communication network provides a guarantee for the continuous and speed of data. Third, the operator of the data can be effectively used. Operators can through the massive data analysis, more accurate, more efficient grasp of user needs, for the vast number of users and the community to provide the products and services they need.

However, Tang Xiongyan pointed out that "large data applications are facing six challenges such as open data sharing, data security and privacy protection, and standardization of large data technologies." ”

In terms of data-sharing issues, there are still barriers to data sharing, data monopoly to be broken, the value of data and market-sharing mechanism to be established; In data security and privacy protection issues, data privacy protection is the most concerned about the user, the corresponding laws and regulations are set up and perfect, internet network and information security threats, In terms of risk issues with large data applications, many large data applications with real-time and extensive, if there is a mistake, will bring incalculable risks; in terms of the social impact of large data, large data applications will change traditional production and business practices and promote social change; in the case of large data technology innovation issues, China still lags behind the developed countries in the large data core technology, high-end devices and so on, and the standardization work still has a long way to controlled in the standardization of large data technology.

Large data application of foreign operators "getting better"

Although faced with many challenges, as the leading industry of information service, telecom operators are the necessary channels for users to enjoy information services, and thus have the natural endowment that other Internet companies cannot copy. To the Internet three giant Baidu, Tencent, Alibaba, for example, Baidu has the most abundant search data, Tencent has the most complete relational data, while Ali is the kingdom of trading data, and telecommunications operators recorded from the search, social to online shopping, the whole process, occupy the most basic data competition resources.

It is in this way that telecommunications operators need not and internet companies too much care about the loss of a city, because no matter how OTT business impact, the data are firmly in the hands of telecom operators. Therefore, the telecom operators need to deploy from the strategic layer to the large data, through the depth analysis of the data to excavate its core value, transform the data into precision marketing, fine operation and exploiting the productivity of the market. Although the current domestic operators in large data applications still need to improve, but the foreign operators of large data applications have been getting better.

At&t sells data to advertisers on the geographic location of the Wi-Fi network, the applications used by the network browsing history set. When users are close to the merchant, they are likely to receive a large discount on the electronic coupons offered by the merchant.

Verizon's third-party agency makes large data analyses of its user base, and then provides valuable information to governments or businesses for additional value. The NBA team, the Phoenix Suns, is one of the clients of the service, and Verizon has made accurate data analysis of the audience's source, and the team has been able to understand the audience's preference for sponsors.

Vodafone through the open API, to the data mining companies and other partners to provide some of the anonymous location data to master the crowd travel rules, effectively with some LBS application services docking.

Telefónica provides data analysis and packaging services to customers. The product is based on completely anonymous and aggregated mobile network data, can be a period of time, a location of the key factors of traffic analysis, and insight results for enterprises and enterprises can provide customers.

(Responsible editor: The good of the Legacy)