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Michel Birau
Orange Global IS&T Europe IS Transformation leader - michel.birau@orange.com
Agenda
Agenda
1. Big Data in the context of Orange 2. Potential, benefits and opportunities 3. IT Challenge: sources, architecture & tools 4. Points of vigilance
Orange at a glance
In 35 countries for the B2C market 170 000 employees 227 M customers 169 M mobile customers 15 M DSL or FTTx customers
Forecasted Traffic Growth
variety
Heterogeneous structures
The data must be Our analysis deal more and collected, stored more with non or semi AND consumed/treated structured data. Classical volume through real time architectures not adapted explosion of data volumes processes anymore. to process
Ex : web servers logs, character service platform logs, device agents Ex: Detection: Customer Churn, QoS drop in real time
with internet, the social networks and the M2M, the increase becomes exponential
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Ex: details of communications, volume of events pushed by the network, web analysis
Potential, benefits and opportunities Big Data: for which Telco objectives?
Network Management
BI Big Data is used for various transverse business purposes, including Network Management and Sales & Mkg
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The Data value: from Small data Mass Marketing to Big Data Responsible Marketing thanks to analytics
Better market knowledge Better user experience Network optimization E2E QoS / QoE analysis Real time action New offerings Smarter interactions
In spite of the fantastic improvement of the Hardware Current systems are Purpose built: they store their own data..
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Big data torrent puts a high pressure on Design to cost Larger analytic data sets are required
Data & events from the network, service platforms, probes, www, document and external world
CDRs reliable and detailed: Caller & callee numbers, call duration, geo-location, data volume, option details, VoD consumption, Platform logs rich lower reliability: both service and network PFs keep traces that are partially exploited today: Portal, mail, IM, VOIP, Video, Social Network, Geolocalisation Device agents as a complementary source of data, focused on user service QoS: Liveboxes, STBs, Mobile devices
IT challenge: crossing these data sources with back-end systems to improve analytics
Semi-structured
Network Probes data Device & Logs data
Unstructured
Website data Documents, Cookies
Unstructured
Third Party Data Social Network Data
Enterprise data
External data
Growth of semi-structured and unstructured data is rising faster than structured. New architecture and tools framework is required
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sales management
marketing
service management
technical management
Aggregation Layer
Application layer
API
Descriptive analysis
Real-time analysis
Aggregation Layer
Ad-Hoc analysis
Predictive analysis
API
API
API
ODS
NoSQL
Advanced Datalab
Adaptor
Adaptor
ETLT
ETL
/ CDC
CEP
Log collector
Operational IT Data
Billing / ERP / CRM / Order Mgt
Events
Web Portal, Transactions, Visits
Points of vigilance
Data have different legal definition across geography. Exploitation of network data requires a strong attention from legal department. Risks to be assessed on privacy (CNIL in France) and personal data: browsing data, private correspondence (call, mails, sms), storage duration.
Federation of the initiatives around the Big Data phenomenon which has rapidly grown
Finding out the adapted business use cases: business processes appear not mature enough to consume these new sources of information infrastructures not adapted: the machines are not ready and works are on-going to catch-up The changes driven by the Big Data will require the right skills on these technologies
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An understanding of the customer is paramount to lower churn and improve customer experience.
it includes e2e QoS, QoE, 360 degree view of the customer, next best actions.
4 Main challenges
3. Logs management IT & Network infrastructure deliver vast amounts of diverse data, but it is not fully exploited It includes managing logs coming from Service Platforms, IT servers to improve operational efficiency and security (SIEM) 4. IT Transformation
Big data and Fast data technologies are driving IT transformation to reduce and optimize IT costs providing additional features to improve analytics
it includes optimizing TCO, costs reduction, BI tools selection and adapting operation
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