4th SG13 Regional Workshop for Africa on

Future Networks for a better Africa: IMT-2020,

Trust, Cloud Computing and Big Data
(Accra, Ghana, 14-15 March 2016)

Big Data The Analytic Vision

Abdallah Ajlani Ph.D.,
Principal Consultant, ERICSSON
Abdallah.ajlani@ericsson.com

Byline
Outline
APPROACH TO BIG DATA

EEA USE CASES

INTEGRATION IN OOREDOO TN
Telecom Big Data Unique Challenges
Roaming
Facebook
VIP Service
Device CareSubscriber
TetheringSpeedVoice
IncidentChurnQoE Location
Coverage
How to interpret
GUMMEIBCCH IupsX2APkHz
RNTI DRX RTT Ic/No
QCI ISUP RABPHICHNBAP
HSDSCH-CC
ICIC ARQ
RACH/FACH
RANAFQPSKCQI PSPRSCPS1APID

How to correlate
E2E

OSS/BSS

CONTENT
RADIO CORE NETWORK
 REAL TIME INSIGHTS AND ACTIONS
Networks, SOC, Care, Telecom Data Models & Insights
Marketing

Subscriber Service
Closed loop
Analytics ? action, e.g. Subscriber Profile OTT usage
application Self Care
Service Usage Service Profile &
Lifecycle, CE index, CLV Sessions
Query
? Real-Time
Service Level Index
Location, mobility,
Human TELECOM roaming Quality Indicators (S-
data Big Data DATA KPIs)
scientist Store ? MODELS
AND Netwo
Network Device
Raw Stream
INSIGHTS
Real-Time rk
data analysis Incidents and Root Device Profile
Closed loop Cause Tethering
action, e.g. Policy Traffic, Load and Device usage
Control
Forecast
Replacement patterns
Performance
Radio, Core, Data
Center

ACTIONABLE INSIGHTS FROM COMBINATION OF UNIQUE, END-TO-END EXPERTISE THAT

OFFLINE AND ONLINE DATA EMPOWERS REAL WORLD USE CASES
 UNIQUE data modeling

Technical User Overall

Session QoE User
Network Perception of
per User Satisfaction
Performance Service Quality

Resource-KPIs Service-KPIs & Service Level Net Promoter

& Counters E2E session record Index (SLI) Score (NPS)

Took too long to start Accessibility
Video didnt start Video Accessibility
Video stopped Video Access Time
Video/App crashed Retainability
Buffer time is too long Video Retainability
Video freezes often Integrity
Resolve
Video quality is bad Video Freeze Rate Drive
&
Part of the video is lost Video Quality Retain
ARPU
 The Service kpi concept
How to measure Accessibility e.g.
service Video Accessibility

A/R/I For Video

experience? Video Access Time
Retainability e.g.
Video Retainability
Integrity e.g.
End-users Video Freeze Rate
Video Quality

Services & Apps

Identify Understand Act

Network
 Understand the Why of issues
Determine the most probable cause when an S-KPI has a
threshold violation using the Correlate Subscriber QoE with
Device, Radio and Core network Resource KPIs (R-KPIs) for
each session Device
Individual
Holistic Real Time
Customer
End-to-End Session Record (ESR) Subscriptio Coverage
Servic Locati Transp
User
e
QoE Device
on
Radio Core
ort

n
PDP
Web Throughpu Subscriptio Content
App usage Handovers Cell load experience connectivi UE type Topology
t n type
ty
Interferen Video Service Service Service
QoE Coverage freeze providers Attach Roaming CRM data
ce Catalog quality

Radio Drop/outa Page Voice

CPU load QoS class Load Charging Profile Settings
bearer ge delays quality

Usage
Congestion
Probes .. 2G

OSS/BSS
CONTENT Internet
NETWORK
ENB MME SGW PDN GW
Terminals
 Service Level Index (SLI)
VoLTE Sessions
Voice / SMS Sessions
Web Browsing Sessions Service
Video Streaming Sessions Level Index
(SLI)
Objective Service-KPIs: Subjective Weight Early
Video Streaming Adopter Weight Family
Subjective Predictor of
Subjective Weight Student Customer
Video Start Time
Subjective Weight
Professional
= Satisfaction

Video Image Available for

Quality X Memory
Every User,
Continuously
Service Incident
Video Freeze X X Updated
Significance Repetition Fading
Correlates with
Video
Net Promoter
Retainability
Score
SLI Correlation with NPS
Outline
APPROACH TO BIG DATA

EEA USE CASES

INTEGRATION
 Expert analytics themes
8
OPERATIONAL & CUSTOMER
BUSINESS
BUSINESS EXPERIENCE
INNOVATION
EFFICIENCY & MARKETING
2 3 4 5 6 7

PROACTIVE EMPOWERED EXPERIENCE CUSTOMER INDUSTRY &

DATA
SERVICE CUSTOMER BASED JOURNEY SOCIETY
MONETIZATION
OPERATIONS CARE MARKETING OPTIMIZATION (IoT)

1 ANALYTICS PLATFORM & INSIGHTS

1

ANALYTICS PLATFORM & insights

FLEXIBILITY REDUCED COST

Flexible KPI Management Reduced TCO (HW footprint and 3PP license
cost)
Data Source Ingestion
Data Center Deployment
Micro-service architecture
Hadoop 2.0

CAPABILITY ADVANCED MODELS

Self Learning Rules

CLI - Cell Level
Streaming Analytics to provide near real-time Index
Cell 567340
insights CLI: 8.4
Nita Video CLI: 8.1
CEI - Customer
Journey
Actuation Logic Web CLI: 9.3
2
Proactive service operations
IMPROVED EFFICENCY IN OPERATIONS
Customer-centric analysis
and added drill-down
capability
Workflows and
functionalities (e.g.
roaming, CSP Incidents,
Drill-down to Incident
Summary/List)
SESSION BROWSER
Rapid identification of root
cause
Deep flow cross-protocol
analysis
Per subscriber control &
user plane event browser
SERVICE QUALITY MANAGEMENT
Proactive / (Near) real-time
monitoring of Service
Quality / SLAs
Reduce handling time with
root cause and Impact
analysis
VIP AND ENTERPRISE CUSTOMERS
Assure strict Enterprise
level Service SLAs
E2E Actuations to
optimize experience of
certain VIP and Enterprise
customers.
3
EMPOWERED CUSTOMER CARE
TIER 1 & TIER 2 IMPROVEMENTS
Further Improve Efficiency
of Tier-1 Customer Care
Agents and Expand Use to
Tier-2+ Agents
Improve out-of-box Most
Probable Causes and next
Best Actions
ROAMING ANALYTICS
Proactive monitoring of
Inbound Roaming to avoid
Revenue Leakage
Experience on Inbound/
Outbound Roaming
Including input from UDM
INTELLIGENT SELF-CARE
Reduce cost with self
care capabilities to
manage complaints
Intelligent self-
service
recommendations
CHARGING & BILLING INSIGHTS
Enrich with per
transaction data from
call & account history
Find correlation
between charging &
experience
4

Experience based marketing

SLI ENHANCEMENTS PRE-PAID RETENTION
Calibration
Identify pre-paid

Profit
Service Level Index Enhancements CLV
Improved SLI Root customers to keep
Cause drilldown and start monitor

Loss
SLI Validation
improvements with Trigger action when
Extend Customer Lifecycleusers at a critical
statistics and tracing
stage of their
lifecycle

ARPU OPTIMIZATION MOBILE BROADBAND BOOSTER

Profit

Identify customers Identify users at a

Profit
CLV CLV
holding back on their critical stage of their
spending lifecycle
Loss

Loss

Trigger action when Convert ad hoc data

Expand Customer Expand Customer
Lifecycle Value (CLV)
user demand Lifecycle Value (CLV) users to a re-
increases occurring data
package
6

Data MONETIZATION
RETAIL CAMPAIGNS OPTIMIZATION SPECIAL EVENTS

Allow operators to Demograpic

monetize analysis
anonymized Traffic patterns
subsciber insights and footfall
based on their analysis
interests. Upsell / Crossell
Footfall analysis
Lead generation

LOCATION BASED NETWORK ANALYTICS CONTEXTUAL MARKETING

Combine network Real time context,

quality and location interests and
data and improve behavioural
network customer patterns to allow
experience B2B monetization
 Analytics use cases

SoC: Proactive Service Operations SoC: VoLTE Analytics CC: Improve call resolution in customer ca

Marketing Analytics: SoC: Real-Time Enterprise SLA Assurance Marketing Analytics:

Dynamic Experience Management Customer Retention & Drive Spend
Outline
APPROACH TO BIG DATA

EEA USE CASES

INTEGRATION
 ANALYTICS ARCHITECTURE
JMS Trouble ticket Operators 3PP Exposure
actuation** request** Map server* and Analytics
tools *

Web service
(Apis)
Exposure and
Visualization Customer Service Executive Dynamic QoE Marketing
Care Views Operations Views Dashboard Management Views Analytics
Layer
Web application server

In memory
Online repository (GREENPLUM) Offline repository
Storage Layer data grids
(HADOOP)

SNCD Incident Esr Data Real time Subscriber

loader generator data Stream loaders Actuation Profiler and
Processing Layer loader
Aggregator
analytics Sli calculation
PCRF

Reference data
CRM
Cell info Extended session records Real time event stream
Correlation Layer IMEI TAC
Billing Real Time Correlator

External Generic RNC / E/// GPEH E/// CTR E/// EBM Generic SGSN / E/// ctum Generic KPI GTP CDR IMS
Subscriber eNodeB If adapters adapters adapters MME Interface adapters Interface Probes Adapters Probes
data
Connection Layer
3G

UE O
S sgsn
rnc S
sgsn /
MME IM
4G

UE MSC
S
enb EMM
ggsn
 Integration with OSS/BSS SUITE
3PP Exposure
and Analytics
TroubleTicketin tools
API for CRM GUI
CRM g
Self Care

Reference data

CRM Customer info

SLA
/
Cell topology (NIM) SLI billing
ETSI IMEI / TAC db
EEA

SMS
Notifications
NPS
Customer Surveys DB
 expert analytics
summary
Award Winning Solution Productized Applications
Winner in the Mobile CEM category

CTIA 2015, Las

Vegas
Planning Sales&Marketing I&S

Operations Customer Care

Advanced Business Logic E2E Actuation

Subscrib
er Service
Closed
Loop

Network
Device Networ
k SERVICE LEVEL INDEX Actions

Customer
Pre-packaged logic:
Unloc
- Data Models Resolve
k
- Service KPIs & Retain
ARPU
Real-Time
- Patented Data Correlation
- Machine Learning Insights