By Hardik Shah
Over the past several years there has been a substantial rise in the amount of data delivered over mobile networks. Owing to increasingly mobile lifestyles, users are consuming data on more mobile devices, more often than ever before. One of the most data hungry services used is video.
While the volume of mobile data consumed continues to grow substantially, revenue from mobile data services is not growing on the same trajectory. As such, mobile network service providers must find new revenue streams, or cut costs in order to remain viable businesses. One way that mobile network service providers are looking to achieve this is by leveraging the vast amounts of subscriber behavior data they collect to produce timely business insights. These can either be used internally or sold as a premium, advertising platform.
Sprint and Verizon are two examples of mobile network service providers that are turning their knowledge of subscriber behavior data into new revenue streams. Pinsight Media+ from Sprint leverages first-party data from millions of mobile users to offer advertising services with extreme precision in targeting the right audience, in the right place, at the right moment. Verizon Precision Market Insights uses actionable insights derived from the nation's largest wireless network. This provides a 360° view of subscriber behavior that helps marketers better understand target audiences so that they can engage them more precisely, and ultimately transact with them more profitably.
ByteMobile Insight with 360° Subscriber View makes this capability available to all mobile service providers. In this article we take a closer a look at this offering, how it works and some of the uses cases.ByteMobile Insight With 360° Subscriber View
ByteMobile Insight, a big data analytics solution for mobile network service providers is designed to provide immediate, actionable intelligence based on a 360° subscriber view of data usage for mobile operator monetization, marketing and customer care organizations. By providing operators with a comprehensive view of mobile data usage, the new solution enables them to create new revenue streams, improve marketing effectiveness, increase subscriber loyalty and reduce cost.
Creating a 360° Subscriber View requires information to be collected and aggregated in five dimensions as shown in the diagram below. This is truly a big data problem.
The ByteMobile Insight Solution addresses these five dimensions of subscriber analytics in an aggregated & coordinated manner, providing the operator with a full 360° view of subscriber behavior and, more importantly, results that follow from that view. Now let’s take a look at how the insights can be used.
From Insight to Business Outcome
The insights can be used to affect business outcomes in three broad categories – Monetization, Marketing and Customer Care.
ByteMobile Insight enables operators to create all-new revenue streams by monetizing usage and location data with third parties like advertisers, bricks and mortar retailers, and even the mobile device manufacturers.
This category looks at how the marketing organization within the mobile service provider can make data driven product management and marketing decisions that maximize the size of their subscriber base, the revenue from these subscribers and ultimately business profit.
This is all about enabling the mobile service provider to keep the customers they have by ensuring they are getting the experience they expect.
How does it work?
This description is based on the diagram of the system shown below.
ByteMobile Insight accepts feeds from any number of network elements through a Data Ingestion (DI) layer. The more data sources available -- like location, CRM and network performance -- the richer the subscriber profile becomes, and the more sophisticated the analysis and the more valuable the processed data output is, to both to the operator and to third parties.
At the Data Processing (DP) layer, all the transactional data sources are first correlated and aggregated. The aggregated data is then enriched with CRM information such as demographic information and categorized via a catalog engine. The catalog engine has been built over the last 5 years and can categorize 90% of US Internet traffic. The data is then compressed and sent to a Data Hub (DH) for master aggregation, analysis and storage. ByteMobile Insight can currently process data through Hadoop and store it in Netezza, Oracle and Teradata databases.
The output of the Insight Solution is delivered in the form of specific “insights” such as marketing, monetization or customer care analytics, which are then made available to individuals and departments, which then may share information with 3rd parties, as desired via web UI and extracts. The aggregated and enriched data can also be fed into operator’s data warehouse systems for custom ad hoc analysis.Conclusion
Built on a carrier-grade analytics platform, ByteMobile Insight is a purpose-built solution encompassing data acquisition, processing and business intelligence. It collects and enriches usage, location and customer relationship management (CRM) data from a wide variety of sources, including ByteMobile platforms deployed in the mobile core network. Actionable intelligence is delivered to any operator organization via a sophisticated, interactive user interface as ready-to-use reports or via API or file extracts. The solution is designed to operate on a stand-alone basis or integrated with other big data architecture elements. In this way, mobile service providers can use it to derive additional revenue and profit from the data they collect in their networks.
A Note on Privacy
The ByteMobile Insight solution allows network operators to configure various policies to protect subscriber privacy. For example, a subscriber’s personal data can be anonymized at the Data Ingestion (DI) layer. At the Data Processing (DP) layer, further privacy control rules can be put in place to limit the processing of information to subscribers that ‘Opt In’. The solution also restricts access to authorized personal data by enforcing access control at the Insights (BI) layer.