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Interest in monetizing Telco data has increased with Telcos’ setting up
organizations dedicated for this. Examples include:
• Etisalat
• StarHub
• Qrious
• PinSight Media+
The questions these Telcos’ are trying to address internally:
• Who are my potential monetization customers and how many are there?
• What will they be interested in?
• How do I get the insights into something of value to these customer?
• How will they get access to the data and how can I respect the privacy of my
consumer customer and yet provide value to the enterprise customer?
• How do I price this?
• How much do I need to invest in this and what sort of returns am I getting?
• How do I start small and test waters?
Passenger Movement DataTourismLocal Government
http://www.qrious.co.nz
What can CSPs monetize?
• Dara
• Location data and derived
attributes
• App and content usage data
• Social networks
• IoT data
• Engagement services
• Advertising
• Apps
• SMS
• Orchestration / Business Services
• Fraud detection
• Marketing
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• IgnitionOne’s Q3 Digital Marketing Report said that Google’s display business dropped 19 percent from last year’s third quarter to this year’s, while Facebook’s share of display advertising spend increased by 40 percent.
• With Facebook’s Custom Audiences product, advertisers upload a list of their existing customers from their CRM, then Facebook goes out and finds people with the same demographic and social characteristics. Facebook then delivers ads for the relevant products to these users’ desktop or mobile devices.
-Real-time targeted advertisement on IPTV based on consumer profiles
-Potential of power of micro-segmentation
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4 – Profile Hub catches that
Mariam is entering a mall,
and matches her “Fashion”
interest flag and “Perfume”
preference, realtime with an
offer for 20% off coupon for
Byonce fragrance at Sephora
in that mall.
5 – Mariam receives an
SMS/email/App notification that
her mWallet account contains a
new offer for Beyonce perfume.
2 - She follows a friend’s
post on FB and clicks the
Like button on the Beyonce
Fan Page.
6 – Mariam uses
Etisalat App on her
smartphone to
purchase some
perfume at POS via
NFC.
1- Mariam is a mobile subscriber, has
Etisalat app and agrees to receive offers
related to her interests.
Profile Hub
Customer
Profile
Enhanced Cust. Profile
Interest & Preference
IPTV a la carte option &
Mobile Features/AppsIPTV &
Mobile Pkg
3. Monetization Use Case: Real time & Targeted
offers over Mobile
Beyonce Fan Page
3 - Mariam IPTV viewing & mobile
clickstream
behaviors set her Interest flag to
“Fashion” and one preference to
“Perfume”.
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Location Based Real-Time Targeted Campaigns
ProfileHUB for M&E: Real-Time Audience Insights for OTT/TVE Video Streaming (Follow-up ongoing Work)
• ProfileHUB for providing real-time Audience Insights capability at scale for OTT/TVE Video streaming services to enable a wide variety of service personalization and data monetization opportunities
Real-time dashboard for measuring and understanding audience segments
Recommendations and personalization to several systems in order to optimize various business objectives (content recommendations, targeted ad insertions,
QOE/QOS optimization, etc).
• A data driven approach towards creation of user profiles and insights based on
User generated video viewing events
Leveraging social media and other third party data source to support enriched
profiling of users
Real-Time Audience Insights Platform
• xx
• Reactive scalable platform for both batch and real-time audience insights
• API based models for quicker integration with a wide variety of OTT/TVE Video Streaming platforms
• Inferred nationality and ethnicity through Mobile and IPTV data
• Segmented top channels by Arabic and Hindi speaking populations.
• Uncovering Accurate Actionable Insights• While Kids channel is highest viewership at an aggregate level, ethnicity based segments showed
that Kids channel is not the highest rating channel among Arabic and Hindi speaking population
segments.
• In a multi-ethnic environment, micro-segmentation could uncover accurate, and more actionable
insights for improved targeted advertisement.
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Uncovering Accurate Insights with Audience
Micro-Segmentation
Kids channel
Kids channel
Overview
• Introduction on Etisalat Engagement
• Monetization opportunities for Telco
• Research FOAK and Etisalat
• The Profile Hub Pilot
• Results and Current Work
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