1 © Hortonworks Inc. 2011 – 2016. All Rights Reserved DataWorks Summit Sydney 2017 The Future of Data in Telecom & the rise of Connected Communi>es Sanjay Kumar General Manager, Telecom & FS Hortonworks
Jan 21, 2018
1 ©HortonworksInc.2011–2016.AllRightsReserved
DataWorksSummitSydney2017TheFutureofDatainTelecom&theriseofConnectedCommuni>es
SanjayKumarGeneralManager,Telecom&FSHortonworks
2 ©HortonworksInc.2011–2016.AllRightsReserved
TheNewLandscapeoftheTelecomIndustry
ServiceProvidersSocialMedia&Mobile:ExplosionofrichcustomerdatathroughSocialMediaandMobileAppsforcustomersenOment&
Interests
CustomerExpecta>on:Withtheculturalimpactofweb
andmobile,customersareexpecOnggreaterlevelsofservice
andresponsiveness
Compe>>veDifferen>a>on:Asotherserviceprovidersdeliversimilarlevelsoftelecomserviceandcoverage,otherareasof
servicelevelsareneeded
NewDigitalEcosystem:GreatervalueofDataondigitalecosystemforCustomersand
PartnersdrivingDataMoneOzaOon
InternetOfThings:ExplosionofdatafromIOTwithbenefitsalignedwith
insightnotcorrelatedtodatavolumes
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Service Providers Areas of Focus
CustomerExperience&Marke>ng- EnhanceEnd-to-endExperienceofCustomer- BecomeTrustedPartnertoCustomer- Awarenessofcustomer’sneedswhenandwhereneeded
NewBusiness&ConsumerServices- NewDigital&InfrastructureServices- DataMoneOzaOon- M2M,IoT,AnalyOcs-as-aservice
NetworkOp>miza>on- MovetoSoZwareDrivenNetworks- LeverageNetworkDataAssets- SelfopOmizingandprovisioning Customer
Network Service
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4ZBDATAINTERNET
OFANYTHING
44ZBDATA
TOMORROW
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DATA-CENTRIC
OldModel:App-CentricLimitaOons:• MulOplecopiesofdata• Difficultcross-systemintegraOon• Upper-limitondatavolumesbefore
harmingperformance
NewModel:Data-CentricAdvantages:• Oneversionofthedata• Noneedforcross-appintegraOon• Systemscaleslinearly
APP-CENTRIC
App1 App2 App3 App4 App5 App6
AppCentricwillbreakdownwithx10,x100,x1000…NeedtoshiZtoDataCentric
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BlindSpotsBlockYourAbilitytoUseAlltheData
GROUP3
GROUP2 GROUP4
GROUP1INTERNET
OFANYTHING
Fragmenteddata-at-restincreasesthecostofinsight
Data-in-moOonstreamsthroughyourblindspots
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TheFutureofDataAc>onableIntelligence
D A T A I N M O T I O N
STORAG
ESTORA
GE
GROUP2GROUP1
GROUP4GROUP3
D A T A A T R E S T
INTERNETOF
ANYTHING
CombiningData-in-Mo>onandData-at-RestpowersAc>onableIntelligence
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StreamingInjesOon(NiFi)
Streaming:NetworkProbes,ClickStream,Sensor,LocaOon
Batch:CallDetailRecords
On-Line:CustomerSenOment
Unstructured:Txt,Pictures,Video,Voice2Text
Clickstream
Web&Social
GeolocaOon
EventRecords
CallLogs
Files,emails
ServerLogs
ExisOngOSS/BSS/DWHApp1 App2 App3 App4 App5 App6
IOT Solutions
Cyber Security
Network Planning
Optimization Contextual Marketing
360 Customer Awareness
DELIVERY
PersonalDataAnalysis&CustomerInsightServicesToCustomers&Partners
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SocialMediaSenOment
CallCenterInteracOon
Lifestyle&Interests
StreamingInjesOon
(HDF)
Streaming:NetworkProbes,ClickStream,Sensor,LocaOon
Batch:CallDetailRecords
On-Line:CustomerSenOment
Unstructured:Txt,Pictures,Video,Voice2Text
HowtoSeeWhattheCustomerSeesandRespondwithAwareness
– ViewfromTheCustomer(360degreeview)• QualityofServiceExperience(Networkdetails)• CallCenterdialog(voicetotextanalysis)• CustomerInteracOonChannel(CRM,Billing)• Customer’sSenOment(whattheyaresayingonsocial
media)
– UnderstandingCurrentStateoftheCustomer• Allkeycustomermetricsalributesandreferenceswithina
dynamiccustomerprofile• NetPromoterScore(dynamicallycomputed)• ChurnScore• AppeOteforInformaOon&otherCustomerMetrics• TargetAdverOsingProfile
– NextBestAcOons• ContextawarepromoOons• Churnriskresponse• RetailStorewithStateoftheCustomer• Omni-channelcorrelatedacOons
QualityofService
viaNetwork
CustomerExperience
ViaBSS
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360CustomerHouseholdView
Viewofallfamilymembersacrossomni-channelandinferreddemographicsfromsocialmediaaroundcustomerexperience
60%ImprovementincustomerexperienceNPS
CustomerChurnReducOon
TrackdissaOsfacOoninnear-realOmetoseewhatcustomerencounteratthewebsitethatdrivesthemtocallcontactcentersinfrustraOonandiniOatechangetoresolve
35%reducOonincustomerchurn
Field:predicOvemaintenancetruck
PredicOngwhenfailureofbalery&othertruckequipmenttothedayneedingreplacementbeforefailure
TensofMillionsincostavoidanceonfleetservices
TargetAdverOsing
Lookalikeaudienceprofilemodelsacross5000+parametersandalributeforprecisiontargeOngadverOsing
DoubleinyearadverOsingrevenuein1styear
Communications Industry Use Cases – Data At Rest
CustomerNextBestAcOon
Improvedcustomerretailstore&omni-channelexperience
DevelopdetailedCustomerChurnmodelsthroughsenOmentfromsocialmediatodrivenextbestacOonatretailstores&acrosschannels
CustomerExperience&Marke>ng
NetworkOp>miza>on&FieldServices
NetworkOpOmizaOon
Developnetworkover-subscripOonmodelsbasedoncompletenetworkeventdetailsfor13monthperiodforanaccurateviewondemand
Tens/HundredsofmillionsincostavoidanceonNetworkBuild
NetworkDecommissioning
IngesOonsofnetworkeventscorrelatedwithcustomerdemandtomanagecircuit&equipmentdecommissioningwithoutcustomerimpact
Upto20%ReducOoninNetworkOperaOngcosts
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CustomerLocaOon&ContextBasedService
TriangulatecustomerlocaOonwithcustomerspecificcontextfortargetpromoOons,adverOsing&customerexperiencemanagement
10xgreaterchanceofcustomerofferacceptance
CustomerSenOment
TrackingsocialmediawithallothercustomertouchpointsforcompleteviewofcustomersenOmentandcomputednetpromoterscore
ImprovecustomerExperienceandreducechurnasithappens
NetworkYieldOpOmizaOon
PrioriOzedatatodeliverlowerpriorityonavailablenetworkcapacityfornoaddiOonalcostonnetwork
AbilitytoprovidelowcostIOTconnecOvity
Communications Industry Use Cases – Data In Motion
CustomerNextBestAcOon
EnhancecustomerexperiencethroughcontextdrivenacOons
DrivenextbestacOonbystreamingdataintoanalyOcssystemslikeApacheStormorApacheSparkStreamingforeventtriggeredacOons
CustomerExperience&Marke>ng
NetworkOp>miza>on&FieldServices
DeviceAnalyOcs
EdgedeviceanalyOcsthroughMiNiFiAgentsprioriOzinganddeliveringdatagroupswithdeviceleveleventcorrelaOonal
AnalyOcsatthesourcesdevice
Set-topBoxIngestforCustomerExperience
Streamingbillionsofeventsdirectlyfromset-to-boxeventstounderstandcustomerBehavior&NetworkPerformanceCustomerBehavior:SubscriberExperience,NavigaOonPaths,ClickingPalernsandViewingHabits.NetworkPerformance:NetworkTrafficandcongesOoninreal-OmeforenhancingtheviewingexperienceofCustomers.
NewRTModelsforContentProgramming&AdverOsing
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SocialMapping
PaymentTracking
FactoryYields
DefectDetecOon
CallAnalysis
MachineData
ProductDesign M&A
DueDiligence
NextProductRecs
CyberSecurity
RiskModeling
AdPlacement
ProacOveRepair
DisasterMiOgaOon
InvestmentPlanning
InventoryPredicOons
CustomerSupport
SenOmentAnalysis
SupplyChain
AdPlacement
BasketAnalysis Segments
Cross-Sell
CustomerRetenOon
VendorScorecards
OpOmizeInventories
OPEX Reduction
Mainframe Offloads
Historical Records
Data as a
Service
Public Data
Capture
Fraud Prevention
Device Data
Ingest
Rapid Reporting
Digital Protection
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BusinessFuncOons
CustomerGo-to-market
CyberSecurity
Hadoop-as-a-service
M2M/IoTSoluOons
PersonalIntelligence
IndustryBrokering
ITOpera>onsEDWDataOffload HDP
LandingZoneHDP
DataLakeReal-OmeStreaming
HDPDataLake
360 Customer Household
View
Dynamic Customer
Profile
Next Best Action
Location & Context Based
CEM - CustomerExperience
Target Audience
Profile
Context Aware Target
Marketing
Location & Context Based
Promotions - Marke>ng
Threat Detection
Real-Time Threat
Analytics
Dynamic Pattern
Detection - Security
Next Best Network
Investment
Equipment Predictive
Maintenance
Customer Aware Network
Provisioning
- Network
Customer Sentiment &
Churn
Dynamic Network
Provisioning
Network Decommissioning
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CustomerExperienceJourneywithBigData
Real-OmeEventAcOonbasedonCustomerContext&LocaOon
CollecOonofDataforCustomerInsights(DataScience)
AcOonableInsightsthroughCustomerModels(BI)
CurrentStateoftheCustomer(DynamicCustomerProfile-NPS)
AnalyOcsInsight-InsightsintotheCustomer-CustomerViewappliedtoOperaOons
ExecuteOperaOonalInsights-CurrentStateoftheCustomer-Real-OmeIntelligentAcOon
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– EnrichtheDataLakewithallavailablecustomerinteracOonpoints
– DevelopandRevisetheModelsthatbestgetyourcustomermetrics:
• NetPromoterScore,CustomerChurnScore,AppeOteforInformaOon,CustomerTargetProfile,etc
DeployingSimplifyCare
– DeploytheCurrentStateoftheCustomerwithreferencesandcustomerreal-Omemetrics
• Computed(ML)fromtheDataLakeintoaDynamicCustomerProfilethatisavailableacrossbusinessgroupsandsystems
– DriveNextBestAcOonUsingRealTime
EventtriggersandDynamicCustomerProfileforContextawareness
• NextBestCareAcOon• LocaOon&ContextAwareMarkeOng
Customer Sentiment &
Churn
360 Customer Household
View
Dynamic Customer
Profile Next Best
Action
Location & Context Based
CEM
Target Audience
Profile
Context Aware Target
Marketing
Location & Context Based
Promotions
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ConnectedFutureAcrossAllIndustries
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EMBRACEANOPENAPPROACH
MASTERTHEVALUEOFDATA
EVERYBUSINESSISADATABUSINESS
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ModernDataAppsCustomorOfftheShelf
Real-TimeCyberSecurityprotectssystemswithsuperiorthreatdetecOonSmartManufacturingdramaOcallyimprovesyieldsbymanagingmorevariablesingreaterdetailConnected,AutonomousCarsdrivethemselvesandimproveroadsafetyFutureFarmingopOmizingsoil,seedsandequipmenttomeasuredcondiOonsoneachsquarefootAutoma>cRecommenda>onEnginesmatchproductstopreferencesinmilliseconds
DATAATREST
DATAINMOTION
ACTIONABLEINTELLIGENCE
ModernDataApplica>ons
HortonworksDataFlow
HortonworksDataPla_orm
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TirePressure
Serverlog Mobile
Sensor
Loca>on
Precipita>on
Social
Click-stream
DataPowersHighwaySafety
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DataPowersBe`erHealth
ClaimsCodes
Serverlogs Mobile
Sensor
WearableDevices
EMRData
MedicalResearch
Click-stream
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DataPowersDigitalSecurity
Emails
MobileSensor
FirewallLog
VirusDefini>ons
Social
Click-stream
ServerLog
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TelecomCanSitattheHeartoftheConnectedFutures!
DataStreaming(HDF)
DataLake(HDP)
DeviceManufacturer
Consumer
CSPCustomerService
ThirdPartyPartners(Insurance)
DistributedAnaly>csServices
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ConnectedCommuniOes–MedicalDevices
ConnectedCommunityPlatorm
ConnectedMedicalDevices
AdvanceAnalyOcServicesforHealthCareProviders&PaOents
ConnectedMedicalDevices• RemotePaOentMonitoring• DeviceAnalyOcs• EmergencyResponse
ConnectedHealthCommuniOes
ApplicaOonDeveloperPartners
ExtendedEcosystem:Government,Insurance,DeviceManufacturers
MedicalResearchers ConnectHealthCommuni>es
• SecurePaOentDatafrommedicaldevices
• OpOonsforSecureStorage&AdvanceAnalyOcServices
• AccesstoApplicaOonPartnerSoluOons&Medicalresearch
ExtendedHealthcareEcosystem• DeviceAnalyOcsforDevice
Manufacturers• InsightstoInsurance(without
exposuretosensiOvedata)• ConnectwithGovernmenthealth
programs&cooperaOon
Applica>onDeveloperPartners• Platormforbuildingnextgen
medicalsoluOons• Incorporatenetwork,datastorage
&analyOcsondemand
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SmartDifferenOatedServicesPlatorm
MedicalDeviceAnaly>cs
SecuredData
Streaming(HDF)
SecuredDataLake(HDP)
DeviceManufacturer
PaOent
TMCNursingStaOon
CyberSecurity(Metron)
InsightsExchange
(ConnectedConnuniOes)
Pa>entwithMedicalDevices
TMCEmergency
ResponseTeam
P1Data:PersonInDangerP2Data:Pa>ent’sHealth&Condi>onP3Data:Deviceinfo
TMCClinical
Eco-systemPartners(MedicalResearchers,
Government&Communityorgs,InsuranceProviders)
P1Alert:ImmediateResponse
P1&P2:Pa>entMonitoring
P3:DeviceMetrics
ValueAddedService
SecuredPa>entReports
DeliverInsight
AskQuesOon
P1P2Data:Immediate
NetworkYieldOp>miza>on
P3Data:transmi`ed
onunusedcapacity
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ConnectedCommuniOes–ConnectedCars
ConnectedCommuniOes
ConnectedCars&Devices
AdvanceAnalyOcServicesforAutoServiceCommunity&CarOwners
ConnectedCars&Devices• RemoteCarMonitoring• DeviceAnalyOcs/Telemetrics• EmergencyEventResponse
ConnectedServiceCenters&AutoOEMCommunity
ApplicaOonDeveloperPartners
ExtendedEcosystem:Government,Insurance,DeviceManufacturers
ConsumerMarketplace&e-CommuniOes
ConnectAutomo>veServices&OEMCommuni>es• SecureConsumerDatafromcar
devices• OpOonsforSecureStorage&
AdvanceAnalyOcServices• AccesstoApplicaOonPartner
SoluOons&demographicsresearch
ExtendedAutomo>veEcosystem• DeviceAnalyOcsforDevice
Manufacturers• InsightstoInsurance(without
exposuretosensiOvedata)• ConnectwithGovernment
programs&ConsumerMarketplaces&eCommuniOes
Applica>onDeveloperPartners• Platormtobuildnextgen
telemaOcs&marketsoluOons• Incorporatenetwork,datastorage
&analyOcsondemand
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SmartDifferenOatedServicesPlatorm
ConnectedCar&Automo>veEcosystem
SecuredData
Streaming(HDF)
SecuredDataLake(HDP)
DeviceManufacturer
CarOwnerConsumer
AutoServiceCenter
ThirdPartyPartners(Insurance)
CyberSecurity(Metron) Deliver
Insight
AskQuesOonInsights
Exchange(ConnectedCommuniOes)
P1Data:Immediate
ConnectedCar&Devices
EmergencyAutoResponseService
P1Alert:ImmediateResponse
P1&P2:CarMonitoring
P3:DeviceMetrics
ValueAddedService
SecuredConsumerCarReports
P1Data:Cri>calCarTelema>csP2Data:non-cri>calTelema>csP3Data:Deviceinfo
AutoOEMNetworkYieldOp>miza>on
IQAgent
MiNiFi
SDNOp>miza>on
P2&P3Data:transmi`ed
onunusedcapacity
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DeliverInsight
ThirdParOes
AskQuesOonBusinessCustomers&OtherServiceProviders
DataBrokerage:BlockChainDistributedTrustedEntries
ConnectedCommuniOes&GlobalMarketplaces
CSP
Consumers
BlockChain
BlockChain
BlockchainDigitalSignatures- AppliedacrossHDPdata- Computedfromoriginaldata- EnsuresintegrityofData
WhenCombinedwithHDF- EnsuresDataLineage- IdenOfieswhohasaccess
BusinessValue:EnsurestrustofcustomerdataacrossmulO-partydataecosystem
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DeliverInsight
AskQuesOon
ConnectedCommuniOes–DataPolicies&Audit
InsightasaService
HealthcareInsightsExchange(ConnectedCommuniOes)
InsightPolicies
Gov’t&CommunityOrgs
MedicalResearchers
Insuranceprovider
“WhataretheenvironmentalcondiOonsandOmeofdaythepaOentshaveaheartalack”
“whatagecategoryanddemographicshavethehighestriskofaheartalackontheirwaytowork”
“WhatisthemeandistanceawayfromahospitalthatpaOentshaveheartalacks”
“AtwhatpointofthedayandsetsofacOonsdoesthesignalqualityfromthedevicefallbelow80%”
DeviceManufacturer
Source1Data
Source2Data
Source3Data
PoliciesDefinewhatsourcesofdatacanbeusedandcombinedwithwhatothersourcesofdataforthisInsightRequestorType
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DeliverInsight
AskQuesOon
ConnectedCommuniOes
InsightasaService
DataBrokerageServices(ConnectedCommuniOes)
InsightPolicies
DirectQueries&APIstootherSystems
OtherDataLakes
Source1Data
Source2Data
Source3Data
PoliciesDefinewhatsourcesofdatacanbeusedandcombinedwithwhatothersourcesofdataforthisInsightRequestorType
DefinesWhatdataisavailableandbyWhoDataProviders
DataFromMulOpleProviders
DataFromMulOpleProviders
EncryptedContentwithMetadataTags
30 ©HortonworksInc.2011–2016.AllRightsReserved
DeliverInsight
AskQuesOon
BlockchainFacilitaOon
InsightasaService
IndigoDigi>alCommunity(DigitalCommuniOespoweredbyDataBond)
InsightPolicies
DirectQueries&APIstootherSystems
OtherDataLakes
Source1Data
Source2Data
Source3Data
PoliciesDefinewhatsourcesofdatacanbeusedandcombinedwithwhatothersourcesofdataforthisInsightRequestorType
DefinesWhatdataisavailableandbyWhoDataProviders
DataFromMulOpleProviders
DataFromMulOpleProviders
EncryptedContentwithMetadata
Tags&BlockchainKeys
BlockChainCreaOon/Reg
BlockChainCreaOon/Reg
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ThankYouà SanjayKumarà GMTelecom&FS,Hortonworksà e:[email protected]à m:408-309-3805à Twiler:SMKumar1967