How Telecom Enterprises Can Use Big Data to Live
Currently, the wave of big data is surging, and all industries are exploring the uses of big data. For telecom companies, what are the potentially valuable big data? How can we use big data?
The author believes that, in addition to the traditional data mainly from the business operation support system, enterprise management system, telecom companies have big data mainly from the Internet, mobile Internet, etc., mainly unstructured, constituting a more comprehensive data sources, such as Internet behavior data, online transaction data, location data, network management data, signaling data, microblogging data, instant messaging data, web pages, Sensor data, audio data, video files, images, logs, real-time surveillance video, etc.
Big data will bring great improvement to the core value of operators. First, big data will help operators improve market responsiveness and promote the realization of intelligent operations. Big data enables operators to gain comprehensive insight into customer behavior, identify customers with precision, formulate strategies with accuracy, support operational decisions, and enhance the core competitiveness of telecommunications. Secondly, big data will help operators improve their customer service innovation capability and become participants in innovative information services. Data productization will enable operators to provide information services based on customer status, location, terminal and other personalized needs. Third, the author believes that big data will enable operators to enhance their ability to optimize the allocation of resources and become the dominant player in intelligent pipelines. Big data will enable operators to accurately identify customers, services, and SPs, optimize network resource scheduling, supply network resources on demand in grades and stages, and implement differentiated services. Fourth, big data will help operators improve their service capabilities to the industry chain and help them become providers of comprehensive platforms. Reasonable openness of data capabilities will promote industrial applications and enhance the comprehensive service capability of the whole industry chain.
Internal application to enhance competitiveness
At this stage, operators' data application in support of traffic management and intelligent pipeline is still at the primary level, and data application mainly adopts analysis and mining means based on internally integrated data. In the near future, carriers should focus on integrating internal and external data to achieve the fusion of internal transaction data and Internet interaction data, so as to carry out analysis and data mining of user behavior patterns and support various data applications, including: support for refined marketing, support for product planning and innovation, support for network optimization and investment, and support for capacity opening and cooperation. In the long run, operators should establish an enterprise operation and organizational change model based on big data-driven, consumer-centric and customer experience-focused operation, such as Amazon's data-based operation throughout the entire process of business, with selection, price and convenience as the three pillars of Amazon's customer experience.
Big data application scenarios within carriers can include the following: first, precision marketing and retention. From the massive data analysis of customer behavioral preferences, combined with customer and revenue data, you can realize the existing business precision marketing and retention, including locking the target customers of specific services and locking the possible loss of customers. The second is precise network operation and maintenance. Through the analysis of traffic and flow direction, dynamic configuration of network resources is realized; network logs are analyzed to support network optimization and fault location; through the analysis of customer traffic and online behavioral preferences, personalized formulation of intelligent pipeline strategies and dynamic adjustment of network thresholds are realized. The third is precise customer service support. Real-time reminder of customer service information (e.g., reminder of traffic usage) is realized by using real-time big data technology; high-speed query performance of big data technology is used to improve the speed of clearing (billing) query, and it has the ability to realize the query of customer's Internet usage detail list. The fourth is relationship chain research. It collects big data such as customer address book, call behavior, online social behavior, and traditional data such as customer information, conducts interaction circle analysis, and uses social circles to improve marketing efficiency, improve services, and expand the influence of products at low cost.
External operation to expand business model
Operators can make full use of the data advantages of the telecommunications industry externally to expand the telecom business model, directly productize big data, and provide information services for the society based on the customer status, location, terminals, and preferences. For example, to carry out advertising, data opening and other businesses. In terms of advertisement push, the demand trend reflected by the customer's online category can be accurately targeted to support telecom business or other merchants to carry out cell phone targeted Internet advertising services. In terms of data opening, in addition to providing basic raw data, telecommunication enterprises can also make use of the system's ability to form professional industry application reports based on the analysis of network signaling and Internet customer labeling data, accurately target potential customers in need, provide accurate and quantitative industry and customer analysis reports for backward merchants and internal partners' management, and realize marketing push, analysis and evaluation, and so on. Ability to open up to the outside world. For example, analyzing the types of customer groups for specific areas (neighborhoods or commercial areas) can help regional business planning, store location, and dynamic placement of large LED advertisements.
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