© 2012 – PROPRIETARY AND CONFIDENTIAL INFORMATION OF CVIDYA Using Big Data and Analytics Insight to Improve Customers' Retention and Value Gadi Dr. Gadi Solotorevsky CTO – cVidya Networks Ambassador, Distinguished Fellow – TM Forum
© 2012 – PROPRIETARY AND CONFIDENTIAL INFORMATION OF CVIDYA
Using Big Data and Analytics Insight to Improve Customers' Retention and Value
Gadi Dr. Gadi Solotorevsky
CTO – cVidya Networks
Ambassador, Distinguished Fellow – TM Forum
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A leading supplier of Revenue Analytics solutions to communications and digital service providers
Founded: 2001
300 employees in 15 locations worldwide
Deployed at 7 out of the 10 largest operators in the world
150 customers in 64 countries
Globally processing 150 Billion xDRs per day, 55 Trillion xDRs per year
Contributing over $12 Billion to providers annual revenue
Partnering with world leading vendors
What You Should Know ABOUT US
Africa
APAC
CALA
North America
East & Central Europe West Europe 64 Countries 64 Countries 150 Customers Worldwide
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USA AT&T, Sprint, Alaska Telecom, Sovernet, ATN, Commnet, Alltel, Islandcom, CellularOne, Choice Canada
Bell Canada
South Africa – MTN, Vodacom Uganda – Uganda Telecom Zimbabwe – TelOne
Ivory Cost – MTN Namibia – MTC, Telecom Namibia Angola – Angola Telecom
Russia – RosTelecom, Uralsvyazinform Ukraine – Kyivstar Belarus - BelTelecom Georgia – Magticom Kazakhstan – KazakhTelecom Turkey - Vodafone Greece – Cosmote, HOL (Hellas Online), Forthnet Albania – AMC (Cosmote), Plus Romania – Cosmote Serbia – Telekom Serbia, Vip mobile Slovakia – Orange Slovakia Bosnia Herzegovina – Telecom Srpske Croatia - Croatian Telecom T-HT Bulgaria – Mobiltel Poland – T-Mobile Macedonia – Vip operator Slovenia - Simobil
UK – BT, O2, Orange, T-Mobile, Colt, Three, Sky, VirginMedia, Cable & Wireless Germany – DT, Vodafone, E-Plus, 1und1 France – France Telecom, Orange Spain – Telefonica, Telefonica Moviles, JazzTel Italy - Telecom Italia , TeleTu Switzerland – Swisscom Austria – A1 (Telecom Austria Group) Sweden – Tele2, Telia, Telenor Denmark- Telia Netherlands – KPN, Telfort, Orange, Vodafone Ireland – O2 Lithuania – TEO, Omnitel Finland – DNA Portugal – PT, ZON Liechtenstein – Mobilkom Belgium - BICS
Brazil - Vivo, TeleSP, TIM, Embratel, CTBC Mexico - Movistar/Telefonica, Iusacell Argentina - Movistar/Telefonica, Telecom
Argentina Peru - Movistar/Telefonica Chile - Movistar/Telefonica
Ecuador – Movistar/Telefonica, CNT Colombia - Movistar/Telefonica Venezuela - CANTV, Digitel, Movistar/Telefonica
Guatemala - Movistar/Telefonica, Telgua El Salvador - Movistar/Telefonica, Claro Panama - Movistar/Telefonica, Cable & Wireless
Nicaragua - Movistar/Telefonica, Claro Costa Rica – ICE Caribbean’s – Cable & Wireless, Digicel
Puerto Rico – PRTC Guyana - GT&T Uruguay – Antel
India – Vodafone, Airtel Vietnam – MobiFone Philippines – Bayan, Globe
Australia – Three (H3G), Optus Thailand – CAT Singapore – MobileOne
Macau - CTM Israel – Bezeq, Bezeq International, Cellcom, Orange, Pelephone,
YES, HOT Palestine – PalTel Fiji – Digicel
Papua New Guinea – Digicel Sri Lanka - Mobitel
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What data is available to Telco’s
Usage Data - Events (CDRs, xDRs)
Location Data
DPI data
Customer information – (e.g. age, address, services, organization, id, email…)
Customer interaction information (payments history, complains history, churn)
Customer social information (who he calls, who calls him, when, duration.…)
Data from external sources – Facebook, tweeter, web...
Competitors plans
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What can be done with this data
Revenue Assurance (detect and prevent Revenue Leakages)
Design price plans & Best offers
Detect Fraud
Increase customer satisfaction and prevent churn
Cross and pre sale
Enable targeted advertising
And much more, plan traffic routes, prevent infections propagation,……
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TM Forum Revenue Assurance KPIs Study - 2011
98%
2%
Detected Leakage % of revenues
Revenues Leakage detected
31%
69%
Recovered %
Recovered Unrecovered43%
57%
Recoverable and Unrecoverable % of un-recovered revenues
Recoverable Unrecoverable
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IMS and LTE Network
Internet Evolved Packet Core (EPC)
e-NodeB
e-NodeB
e-NodeB
e-NodeB
Radio Access Network (RAN)
S-GW
MME
P-GW
HSS
PCEF
PCRF
SPR
ePDG
PDF CSCF
AS
MGW
PSTN/PLMN
IMS
MGCF
OFCG OCG
Wholesale I/C Billing
system CRM
Postpaid Billing system Provisioning events
Accountable usage events
ERP
IP Network
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The Challenge
Daily input of ~12 billion records in various formats
Find discrepancies between sets of ~40 billion records
No exact matching (clocks differences, partial information, rounding differences, similar but not exact values)
Need to detect also best match
Cost effective
Robust, and capable of manage significant delays in inputs
After discrepancies are detected, need to enable near-real time analytical investigation
Naïve sort and match will not work
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The Solution
Mediation
Events
Comparison Engine
KPI, KRI
OALP
Events and transactions
files Multiple formats
Fragmented info
Formatting Enrichment Correlation
Purging
Drill down/trough
Records
Discrepancies
Aggregations
Records Indexes to files
Aggregations
DB
Events
Files
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Next Best Action
Unstructured
Advisor
Next Best Offer
Impact
Propensity to Accept
ARPU Impact Influence Advanced Insights
Impact CMOs need flexible analytics solution to model multiple new plans and benchmark versus competitors’ offering
− Control customers’ migration and potential income dilution
− Consider behavioral changes due to price plan change
Advisor CMOs need “Next Best Offer” solution to provide personalized, accurate, value-driven, pricing plan recommendation per individual based on operator’s financial analysis − Based on individual historical
usage data enable the operator to better understand the “future invoice” per each price plan
Propensity to Accept
− Predicts per customer the propensity to buy each of the offers based on his usage and profile
ARPU Impact Influence
− Predict for each individual the ARPU change in case of accepting an offer to buy each of the offer
− Models are built by learning how did ARPU of similar customers have changed over time after accepting each of the offers
Advanced Insights
− CMO want to utilize clickstreams data and voice transactions to cross-sale and up-sell their own as well as 3rd parties offering (e.g. shows tickets, loyalty programs, etc.)
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The Challenge
The goal, increase customers’ satisfaction, reduce churn, and increase revenues
The method: Design new price plans, estimate their impact, and propose next best offer to customers
The volumes: 54 Billion events (30 Million subscribers, 10 events per subscriber per day, history of 6 months)
The requirements: cost effective (e.g. hardware costs), analyze multiple price plans in parallel, offer the right plan to the right customer
Using a regular billing system will not do the trick
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cVidya Solution Overview
Price Plans from billing
New Price Plans by
Marketing
Competitors Price Plans
Results database
Filter results based on post rating
business targets definitions
Priority definitions for eligible options:
best, 2nd best, …
Selection of price plans, options and
customers for rating
Filter eligible rate plans based on pre rating parameters
Rating and bill calculations
Pricing plan implementation Process Audit & control
Price plan implementation
Scenario & Rating definitions
Business rules definitions
Reports, logs and alerts
Extract eligible subscribers data
Exports to CRM & Campaigns
Rated CDRs Reports, detailed results for each
subscriber
Web interface
Customer Data
Invoices Data
Business rules simulations
Financial impact simulations
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Transform
Rating Engine
Price plans
System Storage Proposition engine
Invoice
Customer Details
CDRs
CDRs
Information Flow
Subscribers Profile
Data repository
Campaign Management
CRM
WEB Self care
Rating Engine
Rating Engine
Rating Engine
Rating Engine
Pricing Optimization
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The result Advanced Insights – Cross-sale and up-sale
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