Driving value for telcos with an enterprise data hub

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As covered in the first part of this blog, Telcos today are graduating from simply exploring Hadoop’s technical capabilities to planning for full-blown multi-workload data hubs at the heart of their operations.

This blog will illustrate some real-life examples of Hadoop-based data driven architecture and how it is benefiting telcos today.

In pursuit of a 360 customer view 
SFR is the second largest telecommunications operator in France. As consumers and businesses transition to the digital world, SFR is optimising this journey through the use of an integrated Big Data ecosystem that combines an enterprise data hub (EDH) with an enterprise data warehouse (EDW).

SFR wanted to create a shared, detailed view into the customer journey that would be available to employees across the company for real-time search, reporting, and analysis.

The data warehouse has served the company well for ten years; containing data on products, device usage, invoices, contracts, price plans, and call detail records (CDR). But to truly understand the customer journey, SFR recognised it needed to bring in multi-structured data from new sources, such as log data and customer behavior across SFR’s many channels.

By complementing its data warehouse infrastructure with Cloudera’s Enterprise Data Hub, SFR is delivering a true 360-degree view that will help the company optimize the customer journey. Many of SFR’s employees now have a self-service discovery environment and can operate based on a centralised, real-time customer view that spans many devices and data sources. For the first time, SFR has the capacity to ingest, store, and analyse log data, that can be combined with other data sets to reveal previously hidden customer insights and the integration of the EDH with the existing data warehouse has resulted in a best-of-breed, efficient Big Data ecosystem.

Not only that – by offloading large-scale data ingest, processing, and exploration of multi-structured data sets from the data warehouse to an EDH, the data warehouse now has more capacity to focus on what it was built for: high-performance analytics and access to the company’s “first-class data.” This also elongates the shelf life of the data warehouse

Francois Nguyen, Director, Systems Integration Decisions and Relationship Marketing, SFR, says; “instead of upgrading our data warehouse environment every three years, the system will deliver optimal performance for eight or nine years now.”

In search of greater customer and network insights
More recently, Telkomsel, (recognised as the biggest mobile operator in Indonesia with over 140 million subscribers), has seen increasing data volumes in its legacy data warehouse. This data deluge promised valuable customer and network insights if only it could effectively be captured and managed.

Telkomsel turned to Hadoop to deliver on this potential, initially implementing an EDH to offload extract, transform, and load (ETL) operations from the data warehouse for more cost-effective data processing and faster time to realise insights across its business.

Metra C. Utama, vice president of IT Planning at Telkomsel says; ““One of the first use cases we looked at was storing xDR data for longer data retention. With 100 percent data growth annually, Hadoop is the best option to offload the data from the EDW”.

The company is now implementing a number of compelling business use cases on the Cloudera platform, gaining deeper customer insights that will support their users’ adoption of smartphones and broadband services.Since deploying an EDH paired with their legacy data warehouse, Telkomsel now runs a platform that meets the need for increased analytic visibility.

Harnessing an EDH clearly presents telcos with multiple opportunities to reuse both historical and real-time data to enhance customer experience, drive down churn, improve network performance and launch new revenue streams. They can now bring together customer usage information along with social media interactions and sentiment analysis to effectively identify, detect and prevent churn. Operators can now seamlessly combine customer usage patterns and customer lifetime value data along with network performance data to provide “proactive care” and resolve any Quality of Service (QoS) issues for customers, quickly and efficiently.

VijayA whole new world of big data use cases for telcos including – targeted marketing and personalisation, network planning and optimisation, cyber security, data monetisation and IoT analytics (to name but a few) are fast emerging and will continue to evolve as operators look towards a future with big data analytics, firmly at the centre of operations.

The author of this blog is Vijay Raja (left), Vertical Marketing manager at Cloudera

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