© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
HP at Mobile World Congress 2014 Leverage Big Data for your mobile apps Barcelona | February 24 – 27
Oded Ringer
HP Communications and Media Solutions (CMS)
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2
Big Data matters to CSP
How can I meet the business needs most efficiently across
all big data use cases?
IT Managers Customer Experience Executives
Marketing & Product Management
Can we offer the right action to each individual customer?
How to can use customer
insight to improve satisfaction and reduce Churn?
How can I make my services more “sticky”?
Can we improve relevancy of
promotions and services? What new services can I
launch using my big data?
Business Development
How can we collaborate with OTT players and Content
providers to benefit from our big data?
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 3
Reach your customers with the right offer at the right moment and in the right place
Win3 = CSP * Retailers * Consumers
Telco Big Data & Analytics
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 4
Julia is a professional. She likes:
• Running shoes (score 96)
• Shoes Shopping (score 93)
She is a high online spender (score 92)
She recently had a baby
John is a contractor. He likes
• Alcohol: wine (score 99)
• Alcohol: beer (score 88)
• Sport: skiing (score 85)
He doesn’t buy online (score 16)
Barbara is an IT specialist. She likes:
• Electronic: smartphone (score 99)
• Travel: vacation (score 87)
She is medium on online spending (score 51)
Steve is a medic. He likes:
• Toy: train (score 78)
• Entertainment: music - jazz
(score 77)
• He is a high online spender (score 81)
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 5
Today they are at the «Great Mall»
Julia is a professional. She likes:
• Running shoes (score 96)
• Shoes Shopping (score 93)
She is a high online spender (score 92)
She recently had a baby
John is a contractor. He likes
• Alcohol: wine (score 99)
• Alcohol: beer (score 88)
• Sport: skiing (score 85)
He doesn’t buy online (score 16)
Barbara is an IT specialist. She likes:
• Electronic: smartphone (score 99)
• Travel: vacation (score 87)
She is medium on online spending (score 51)
Steve is a medic. He likes:
• Toy: train (score 78)
• Entertainment: music - jazz
(score 77)
• He is a high online spender (score 81)
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 6
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 7
beep
beep
beep
beep
Pop-Up
Coupon
Dear Julia,
Prada is making a great offer on its entire summer collection.
Present this coupon to the cashier to get an extra 15% off any summer item.
Discard Continue Pop-Up
Promotion
Dear Barbara,
AT&T Store on level one is having a special promotion on the new Google phone.
Discard Continue
SMS
Coupon
Dear Steve,
We know you are a big music fan, so you should be interested in the big promotion of classic Jazz at the Music shop just in front of you.
Present this coupon to the cashier to get an extra 15% off any CD.
Discard Continue
SMS
Promotion
Dear John,
Happy hour at the Wine shop on level one offers a new selection of California wine.
Present this coupon to get three free samples.
Discard Continue
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 8
HP Smart Shopper • Improve consumer satisfaction
• Gain advertisement revenues
• Reach outside of subscriber base
$100M ++ potential new revenue per year
4 visits per month per Store
$0.10 per sub/visit
20 per year
$6 per 1000 impressions
5 per month
$8 per 1000 impressions
5 per month
$15 per 1000 impressions
5 per month
$12 per 1000 impressions
Per coupon / offer / uplift / revenue share
Per view Fixed 1M$ ?
Holiday and Events Offers
Profile Specific Ads
Searching- In Session Ads
Near Store Deals (Broad Loc.)
In-Store Deals (Granular Loc.)
Buying/ Offer Redemption
Analytics as a Service
Sponsored Data
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Smart Shopper
Mobile APP
Retail Portal
Dash board
Social media Transactional data, Coupon Usage
internet
Application data Mobile usage data
GPS Wi Fi
Subscriber data WiFi location
Analytics
Service
Provider
API Management
Service Governance
Enterprise Mobility GW
Retailer
CSP
Consumer
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 10
Smart Shopper
Mobile APP
Retail Portal
Dash board
Social media Transactional data, Coupon Usage
internet
Application data Mobile usage data
GPS Wi Fi
Subscriber data WiFi location
Analytics
Service
Provider
API Management
Service Governance
Enterprise Mobility GW
Retailer
CSP
Consumer
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 11
Smart Profile Server
Promotion, advertising and offers
Advertising
bid platform (optional)
Marketing Agency
Retail Companies
Campaign parameters
Advertising agreement
High Precision Location
Scoring & trend analysis
WiFi location Server + indoor grid
Customer usage behavior
Streaming analytics
DPI probes and mediation
Reporting dashboard
Marketing and product management
Buying or action Customer
Network Traffic
CRM
Customer care information
Revenue sharing information
Billing and reconciliation
Smart Shopper – the flow
Exposure Layer / API Management
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
The backend:
Telco Big Data & Analytics
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Content Creation
Data Content Extraction & Classification
Data Staging, Organizing and Mgmt.
Data Analysis and Processing
Information delivery & decision
Telco Big Data Analytics – the blueprint
Usage data Real Time Data Unstructured
data Semi Structured
data
Mediation Engine/ETL (Semi & Structured data)
DPI Probe
Big Data Store
Dashboards & Exposure Layer
IT data
Metadata Extracted data Federated data
Social media Media files
Web Content Files
Social media And Web Logs files
Logs files
Logs files
Traffic data Network data Real Time data
Metadata Semi /Unstructured data
External Systems
Structured & Unstructured Data Analytics Engine
Signaling data
Aggregated data
Data O
rchestrato
r
Big Data Processor (Map/R)
(InMem) Shared Repository
Semi /Structured data
RT Streams Processor (CEP) or
CEA Mediation
OSS Query Apps CEA MBB
Alarm/Processor Engine
Signaling
KPIs KPIs
Aggregated data
Alarms/notifications
Business Rule Engine (BRE) or
HP CEA Aggregator Data compression
engine
Analytics Structured Data Repository
Analytics UNstructured Data Repository
Unstructured Data Connectors
Data Sources
Mediation / ETL / Social connectors
Big Data Cluster
Analytic Cluster
Exposure Control
Real Time analytics
Da
ta O
rche
startio
n
Analytics data
Unstructured data
Row data
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Big Data Mobility Gateway The middleware:
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Big Data Mobility Gateway (SDK)
• High performance access and common backend
• Secure exposure of back-end systems and data to mobile apps
• Lifecycle management of programming interfaces to back-end systems
Mobility Gateway Service
Request
Response
Response
Mobility Gateway Smart Profile Server
• Copy Application data and metadata in the
application source.
• Invoke meta data functions from JavaScript
methods.
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Easy SDK made available
• Easy and open development through Mobility Gateway SDKs
Developer can use their IDE of choice with it: popular Mobile Application Development Platform (MADP) environments (examples)
…
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 17
How to easily leverage additional resources for enriched application? • You design a meeting room reservation application
• Extend to include Push Notification, or Video Conferencing service
HP Mobility Gateway Common backend connectors:
Push Notification, Video Conferencing, Storage, etc.
HP Anywhere integration with HP Mobility Gateway
• Select APIs from HP API Management catalogue
• Download API SDKs to Mobile platform IDE of choice
• Benefit from common backends optimizing run time experience
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
HP Telco Big Data & Analytics Actionable insight. New revenue streams. Better network utilization
hp.com/go/TelcoBigData
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