The Future of Data in Telecom and the Rise of Connected Communities

1 ©HortonworksInc.2011–2016.AllRightsReserved

DataWorksSummitSydney2017TheFutureofDatainTelecom&theriseofConnectedCommuni>es

SanjayKumarGeneralManager,Telecom&FSHortonworks


TheNewLandscapeoftheTelecomIndustry

ServiceProvidersSocialMedia&Mobile:ExplosionofrichcustomerdatathroughSocialMediaandMobileAppsforcustomersenOment&

Interests

CustomerExpecta>on:Withtheculturalimpactofweb

andmobile,customersareexpecOnggreaterlevelsofservice

andresponsiveness

Compe>>veDifferen>a>on:Asotherserviceprovidersdeliversimilarlevelsoftelecomserviceandcoverage,otherareasof

servicelevelsareneeded

NewDigitalEcosystem:GreatervalueofDataondigitalecosystemforCustomersand

PartnersdrivingDataMoneOzaOon

InternetOfThings:ExplosionofdatafromIOTwithbenefitsalignedwith

insightnotcorrelatedtodatavolumes


Service Providers Areas of Focus

CustomerExperience&Marke>ng-  EnhanceEnd-to-endExperienceofCustomer-  BecomeTrustedPartnertoCustomer-  Awarenessofcustomer’sneedswhenandwhereneeded

NewBusiness&ConsumerServices-  NewDigital&InfrastructureServices-  DataMoneOzaOon-  M2M,IoT,AnalyOcs-as-aservice

NetworkOp>miza>on-  MovetoSoZwareDrivenNetworks-  LeverageNetworkDataAssets-  SelfopOmizingandprovisioning Customer

Network Service


4ZBDATAINTERNET

OFANYTHING

44ZBDATA

TOMORROW



DATA-CENTRIC

OldModel:App-CentricLimitaOons:•  MulOplecopiesofdata•  Difficultcross-systemintegraOon•  Upper-limitondatavolumesbefore

harmingperformance

NewModel:Data-CentricAdvantages:•  Oneversionofthedata•  Noneedforcross-appintegraOon•  Systemscaleslinearly

APP-CENTRIC

App1 App2 App3 App4 App5 App6

AppCentricwillbreakdownwithx10,x100,x1000…NeedtoshiZtoDataCentric


BlindSpotsBlockYourAbilitytoUseAlltheData

GROUP3

GROUP2 GROUP4

GROUP1INTERNET

OFANYTHING

Fragmenteddata-at-restincreasesthecostofinsight

Data-in-moOonstreamsthroughyourblindspots


TheFutureofDataAc>onableIntelligence

D A T A I N M O T I O N

STORAG

ESTORA

GE

GROUP2GROUP1

GROUP4GROUP3

D A T A A T R E S T

INTERNETOF

ANYTHING

CombiningData-in-Mo>onandData-at-RestpowersAc>onableIntelligence


StreamingInjesOon(NiFi)

Streaming:NetworkProbes,ClickStream,Sensor,LocaOon

Batch:CallDetailRecords

On-Line:CustomerSenOment

Unstructured:Txt,Pictures,Video,Voice2Text

Clickstream

Web&Social

GeolocaOon

EventRecords

CallLogs

Files,emails

ServerLogs

ExisOngOSS/BSS/DWHApp1 App2 App3 App4 App5 App6

IOT Solutions

Cyber Security

Network Planning

Optimization Contextual Marketing

360 Customer Awareness

DELIVERY

PersonalDataAnalysis&CustomerInsightServicesToCustomers&Partners


SocialMediaSenOment

CallCenterInteracOon

Lifestyle&Interests

StreamingInjesOon

(HDF)

Streaming:NetworkProbes,ClickStream,Sensor,LocaOon

Batch:CallDetailRecords

On-Line:CustomerSenOment

Unstructured:Txt,Pictures,Video,Voice2Text

HowtoSeeWhattheCustomerSeesandRespondwithAwareness

–  ViewfromTheCustomer(360degreeview)•  QualityofServiceExperience(Networkdetails)•  CallCenterdialog(voicetotextanalysis)•  CustomerInteracOonChannel(CRM,Billing)•  Customer’sSenOment(whattheyaresayingonsocial

media)

–  UnderstandingCurrentStateoftheCustomer•  Allkeycustomermetricsalributesandreferenceswithina

dynamiccustomerprofile•  NetPromoterScore(dynamicallycomputed)•  ChurnScore•  AppeOteforInformaOon&otherCustomerMetrics•  TargetAdverOsingProfile

–  NextBestAcOons•  ContextawarepromoOons•  Churnriskresponse•  RetailStorewithStateoftheCustomer•  Omni-channelcorrelatedacOons

QualityofService

viaNetwork

CustomerExperience

ViaBSS

10 ©HortonworksInc.2011–2016.AllRightsReserved 10

360CustomerHouseholdView

Viewofallfamilymembersacrossomni-channelandinferreddemographicsfromsocialmediaaroundcustomerexperience

60%ImprovementincustomerexperienceNPS

CustomerChurnReducOon

TrackdissaOsfacOoninnear-realOmetoseewhatcustomerencounteratthewebsitethatdrivesthemtocallcontactcentersinfrustraOonandiniOatechangetoresolve

35%reducOonincustomerchurn

Field:predicOvemaintenancetruck

PredicOngwhenfailureofbalery&othertruckequipmenttothedayneedingreplacementbeforefailure

TensofMillionsincostavoidanceonfleetservices

TargetAdverOsing

Lookalikeaudienceprofilemodelsacross5000+parametersandalributeforprecisiontargeOngadverOsing

DoubleinyearadverOsingrevenuein1styear

Communications Industry Use Cases – Data At Rest

CustomerNextBestAcOon

Improvedcustomerretailstore&omni-channelexperience

DevelopdetailedCustomerChurnmodelsthroughsenOmentfromsocialmediatodrivenextbestacOonatretailstores&acrosschannels

CustomerExperience&Marke>ng

NetworkOp>miza>on&FieldServices

NetworkOpOmizaOon

Developnetworkover-subscripOonmodelsbasedoncompletenetworkeventdetailsfor13monthperiodforanaccurateviewondemand

Tens/HundredsofmillionsincostavoidanceonNetworkBuild

NetworkDecommissioning

IngesOonsofnetworkeventscorrelatedwithcustomerdemandtomanagecircuit&equipmentdecommissioningwithoutcustomerimpact

Upto20%ReducOoninNetworkOperaOngcosts

11 ©HortonworksInc.2011–2016.AllRightsReserved 11

CustomerLocaOon&ContextBasedService

TriangulatecustomerlocaOonwithcustomerspecificcontextfortargetpromoOons,adverOsing&customerexperiencemanagement

10xgreaterchanceofcustomerofferacceptance

CustomerSenOment

TrackingsocialmediawithallothercustomertouchpointsforcompleteviewofcustomersenOmentandcomputednetpromoterscore

ImprovecustomerExperienceandreducechurnasithappens

NetworkYieldOpOmizaOon

PrioriOzedatatodeliverlowerpriorityonavailablenetworkcapacityfornoaddiOonalcostonnetwork

AbilitytoprovidelowcostIOTconnecOvity

Communications Industry Use Cases – Data In Motion

CustomerNextBestAcOon

EnhancecustomerexperiencethroughcontextdrivenacOons

DrivenextbestacOonbystreamingdataintoanalyOcssystemslikeApacheStormorApacheSparkStreamingforeventtriggeredacOons

CustomerExperience&Marke>ng

NetworkOp>miza>on&FieldServices

DeviceAnalyOcs

EdgedeviceanalyOcsthroughMiNiFiAgentsprioriOzinganddeliveringdatagroupswithdeviceleveleventcorrelaOonal

AnalyOcsatthesourcesdevice

Set-topBoxIngestforCustomerExperience

Streamingbillionsofeventsdirectlyfromset-to-boxeventstounderstandcustomerBehavior&NetworkPerformanceCustomerBehavior:SubscriberExperience,NavigaOonPaths,ClickingPalernsandViewingHabits.NetworkPerformance:NetworkTrafficandcongesOoninreal-OmeforenhancingtheviewingexperienceofCustomers.

NewRTModelsforContentProgramming&AdverOsing


SocialMapping

PaymentTracking

FactoryYields

DefectDetecOon

CallAnalysis

MachineData

ProductDesign M&A

DueDiligence

NextProductRecs

CyberSecurity

RiskModeling

AdPlacement

ProacOveRepair

DisasterMiOgaOon

InvestmentPlanning

InventoryPredicOons

CustomerSupport

SenOmentAnalysis

SupplyChain

AdPlacement

BasketAnalysis Segments

Cross-Sell

CustomerRetenOon

VendorScorecards

OpOmizeInventories

OPEX Reduction

Mainframe Offloads

Historical Records

Data as a

Service

Public Data

Capture

Fraud Prevention

Device Data

Ingest

Rapid Reporting

Digital Protection



BusinessFuncOons

CustomerGo-to-market

CyberSecurity

Hadoop-as-a-service

M2M/IoTSoluOons

PersonalIntelligence

IndustryBrokering

ITOpera>onsEDWDataOffload HDP

LandingZoneHDP

DataLakeReal-OmeStreaming

HDPDataLake

360 Customer Household

View

Dynamic Customer

Profile

Next Best Action

Location & Context Based

CEM -  CustomerExperience

Target Audience

Profile

Context Aware Target

Marketing


Promotions -  Marke>ng

Threat Detection

Real-Time Threat

Analytics

Dynamic Pattern

Detection -  Security

Next Best Network

Investment

Equipment Predictive

Maintenance

Customer Aware Network

Provisioning

-  Network

Customer Sentiment &

Churn

Dynamic Network

Provisioning

Network Decommissioning


CustomerExperienceJourneywithBigData

Real-OmeEventAcOonbasedonCustomerContext&LocaOon

CollecOonofDataforCustomerInsights(DataScience)

AcOonableInsightsthroughCustomerModels(BI)

CurrentStateoftheCustomer(DynamicCustomerProfile-NPS)

AnalyOcsInsight-InsightsintotheCustomer-CustomerViewappliedtoOperaOons

ExecuteOperaOonalInsights-CurrentStateoftheCustomer-Real-OmeIntelligentAcOon


–  EnrichtheDataLakewithallavailablecustomerinteracOonpoints

–  DevelopandRevisetheModelsthatbestgetyourcustomermetrics:

•  NetPromoterScore,CustomerChurnScore,AppeOteforInformaOon,CustomerTargetProfile,etc

DeployingSimplifyCare

–  DeploytheCurrentStateoftheCustomerwithreferencesandcustomerreal-Omemetrics

•  Computed(ML)fromtheDataLakeintoaDynamicCustomerProfilethatisavailableacrossbusinessgroupsandsystems

–  DriveNextBestAcOonUsingRealTime

EventtriggersandDynamicCustomerProfileforContextawareness

•  NextBestCareAcOon•  LocaOon&ContextAwareMarkeOng

Customer Sentiment &

Churn

360 Customer Household

View

Dynamic Customer

Profile Next Best

Action


CEM

Target Audience

Profile

Context Aware Target

Marketing


Promotions


ConnectedFutureAcrossAllIndustries


EMBRACEANOPENAPPROACH

MASTERTHEVALUEOFDATA

EVERYBUSINESSISADATABUSINESS


ModernDataAppsCustomorOfftheShelf

Real-TimeCyberSecurityprotectssystemswithsuperiorthreatdetecOonSmartManufacturingdramaOcallyimprovesyieldsbymanagingmorevariablesingreaterdetailConnected,AutonomousCarsdrivethemselvesandimproveroadsafetyFutureFarmingopOmizingsoil,seedsandequipmenttomeasuredcondiOonsoneachsquarefootAutoma>cRecommenda>onEnginesmatchproductstopreferencesinmilliseconds

DATAATREST

DATAINMOTION

ACTIONABLEINTELLIGENCE

ModernDataApplica>ons

HortonworksDataFlow

HortonworksDataPla_orm


TirePressure

Serverlog Mobile

Sensor

Loca>on

Precipita>on

Social

Click-stream

DataPowersHighwaySafety


DataPowersBeèrHealth

ClaimsCodes

Serverlogs Mobile

Sensor

WearableDevices

EMRData

MedicalResearch

Click-stream


DataPowersDigitalSecurity

Emails

MobileSensor

FirewallLog

VirusDefini>ons

Social

Click-stream

ServerLog


TelecomCanSitattheHeartoftheConnectedFutures!

DataStreaming(HDF)

DataLake(HDP)

DeviceManufacturer

Consumer

CSPCustomerService

ThirdPartyPartners(Insurance)

DistributedAnaly>csServices


ConnectedCommuniOes–MedicalDevices

ConnectedCommunityPlatorm

ConnectedMedicalDevices

AdvanceAnalyOcServicesforHealthCareProviders&PaOents

ConnectedMedicalDevices•  RemotePaOentMonitoring•  DeviceAnalyOcs•  EmergencyResponse

ConnectedHealthCommuniOes

ApplicaOonDeveloperPartners

ExtendedEcosystem:Government,Insurance,DeviceManufacturers

MedicalResearchers ConnectHealthCommuni>es

•  SecurePaOentDatafrommedicaldevices

•  OpOonsforSecureStorage&AdvanceAnalyOcServices

•  AccesstoApplicaOonPartnerSoluOons&Medicalresearch

ExtendedHealthcareEcosystem•  DeviceAnalyOcsforDevice

Manufacturers•  InsightstoInsurance(without

exposuretosensiOvedata)•  ConnectwithGovernmenthealth

programs&cooperaOon

Applica>onDeveloperPartners•  Platormforbuildingnextgen

medicalsoluOons•  Incorporatenetwork,datastorage

&analyOcsondemand


SmartDifferenOatedServicesPlatorm

MedicalDeviceAnaly>cs

SecuredData

Streaming(HDF)

SecuredDataLake(HDP)

DeviceManufacturer

PaOent

TMCNursingStaOon

CyberSecurity(Metron)

InsightsExchange

(ConnectedConnuniOes)

Pa>entwithMedicalDevices

TMCEmergency

ResponseTeam

P1Data:PersonInDangerP2Data:Pa>ent’sHealth&Condi>onP3Data:Deviceinfo

TMCClinical

Eco-systemPartners(MedicalResearchers,

Government&Communityorgs,InsuranceProviders)

P1Alert:ImmediateResponse

P1&P2:Pa>entMonitoring

P3:DeviceMetrics

ValueAddedService

SecuredPa>entReports

DeliverInsight

AskQuesOon

P1P2Data:Immediate

NetworkYieldOp>miza>on

P3Data:transmièd

onunusedcapacity


ConnectedCommuniOes–ConnectedCars

ConnectedCommuniOes

ConnectedCars&Devices

AdvanceAnalyOcServicesforAutoServiceCommunity&CarOwners

ConnectedCars&Devices•  RemoteCarMonitoring•  DeviceAnalyOcs/Telemetrics•  EmergencyEventResponse

ConnectedServiceCenters&AutoOEMCommunity

ApplicaOonDeveloperPartners

ExtendedEcosystem:Government,Insurance,DeviceManufacturers

ConsumerMarketplace&e-CommuniOes

ConnectAutomo>veServices&OEMCommuni>es•  SecureConsumerDatafromcar

devices•  OpOonsforSecureStorage&

AdvanceAnalyOcServices•  AccesstoApplicaOonPartner

SoluOons&demographicsresearch

ExtendedAutomo>veEcosystem•  DeviceAnalyOcsforDevice

Manufacturers•  InsightstoInsurance(without

exposuretosensiOvedata)•  ConnectwithGovernment

programs&ConsumerMarketplaces&eCommuniOes

Applica>onDeveloperPartners•  Platormtobuildnextgen

telemaOcs&marketsoluOons•  Incorporatenetwork,datastorage

&analyOcsondemand


SmartDifferenOatedServicesPlatorm

ConnectedCar&Automo>veEcosystem

SecuredData

Streaming(HDF)

SecuredDataLake(HDP)

DeviceManufacturer

CarOwnerConsumer

AutoServiceCenter

ThirdPartyPartners(Insurance)

CyberSecurity(Metron) Deliver

Insight

AskQuesOonInsights

Exchange(ConnectedCommuniOes)

P1Data:Immediate

ConnectedCar&Devices

EmergencyAutoResponseService

P1Alert:ImmediateResponse

P1&P2:CarMonitoring

P3:DeviceMetrics

ValueAddedService

SecuredConsumerCarReports

P1Data:Cri>calCarTelema>csP2Data:non-cri>calTelema>csP3Data:Deviceinfo

AutoOEMNetworkYieldOp>miza>on

IQAgent

MiNiFi

SDNOp>miza>on

P2&P3Data:transmièd

onunusedcapacity


DeliverInsight

ThirdParOes

AskQuesOonBusinessCustomers&OtherServiceProviders

DataBrokerage:BlockChainDistributedTrustedEntries

ConnectedCommuniOes&GlobalMarketplaces

CSP

Consumers

BlockChain

BlockChain

BlockchainDigitalSignatures-  AppliedacrossHDPdata-  Computedfromoriginaldata-  EnsuresintegrityofData

WhenCombinedwithHDF-  EnsuresDataLineage-  IdenOfieswhohasaccess

BusinessValue:EnsurestrustofcustomerdataacrossmulO-partydataecosystem


DeliverInsight

AskQuesOon

ConnectedCommuniOes–DataPolicies&Audit

InsightasaService

HealthcareInsightsExchange(ConnectedCommuniOes)

InsightPolicies

Gov’t&CommunityOrgs

MedicalResearchers

Insuranceprovider

“WhataretheenvironmentalcondiOonsandOmeofdaythepaOentshaveaheartalack”

“whatagecategoryanddemographicshavethehighestriskofaheartalackontheirwaytowork”

“WhatisthemeandistanceawayfromahospitalthatpaOentshaveheartalacks”

“AtwhatpointofthedayandsetsofacOonsdoesthesignalqualityfromthedevicefallbelow80%”

DeviceManufacturer

Source1Data

Source2Data

Source3Data

PoliciesDefinewhatsourcesofdatacanbeusedandcombinedwithwhatothersourcesofdataforthisInsightRequestorType


DeliverInsight

AskQuesOon

ConnectedCommuniOes

InsightasaService

DataBrokerageServices(ConnectedCommuniOes)

InsightPolicies

DirectQueries&APIstootherSystems

OtherDataLakes

Source1Data

Source2Data

Source3Data


DefinesWhatdataisavailableandbyWhoDataProviders

DataFromMulOpleProviders


EncryptedContentwithMetadataTags


DeliverInsight

AskQuesOon

BlockchainFacilitaOon

InsightasaService

IndigoDigi>alCommunity(DigitalCommuniOespoweredbyDataBond)

InsightPolicies

DirectQueries&APIstootherSystems

OtherDataLakes

Source1Data

Source2Data

Source3Data


DefinesWhatdataisavailableandbyWhoDataProviders



EncryptedContentwithMetadata

Tags&BlockchainKeys

BlockChainCreaOon/Reg

BlockChainCreaOon/Reg


ThankYouÃ SanjayKumarÃ  GMTelecom&FS,HortonworksÃ  e:[email protected]Ã  m:408-309-3805Ã  Twiler:SMKumar1967

Technology

The Future of Data in Telecom and the Rise of Connected Communities