Big Data challenge and opportunity Orange testimony

Michel Birau
Orange Global IS&T Europe IS Transformation leader - michel.birau@orange.com

Agenda

Agenda
1. Big Data in the context of Orange 2. Potential, benefits and opportunities 3. IT Challenge: sources, architecture & tools 4. Points of vigilance

5. Summary key takeaways

Orange at a glance
In 35 countries for the B2C market 170 000 employees 227 M customers 169 M mobile customers 15 M DSL or FTTx customers
Forecasted Traffic Growth

Big Data challenge

B2B B2C

Big data: volume, variety, velocity in the Telco context

velocity
Real Time needs: the Fast Data

variety
Heterogeneous structures

The data must be Our analysis deal more and collected, stored more with non or semi AND consumed/treated structured data. Classical volume through real time architectures not adapted explosion of data volumes processes anymore. to process
Ex : web servers logs, character service platform logs, device agents Ex: Detection: Customer Churn, QoS drop in real time

with internet, the social networks and the M2M, the increase becomes exponential
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Ex: details of communications, volume of events pushed by the network, web analysis

Big Data in its lifecycle

A growing torrent the Big Data adoption Hype curve

Source: Mc Kinsey (2011)

Source: Gartner (2012)

Entering the trough of disillusionment ?

Real term work ahead of us will require cautious investments

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Potential, benefits and opportunities Big Data: for which Telco objectives?
Network Management

Sales & Marketing

Source: Yankee Group report on BI (2010)

BI Big Data is used for various transverse business purposes, including Network Management and Sales & Mkg
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Potential, benefits and opportunities Taking advantage of the data value

Source: big data Analytics by Philip RUSSOM (2011)

The Data value: from Small data Mass Marketing to Big Data Responsible Marketing thanks to analytics
Better market knowledge Better user experience Network optimization E2E QoS / QoE analysis Real time action New offerings Smarter interactions

Potential, benefits and opportunities - Analytics

Taking advantage of the data value requires improving maturity of analytics

Big Data as a technological opportunity targeting hybrid technology for DWH

Offloading DWH for existing services based on data usage focus on current ETL process and storage for structured (CDRs, XDRs) and semi-structured data (network probes data) Main objective: reduce architecture spending

IT challenge The growing big data torrent creates limitations

Companies in all sectors have at least 100 terabytes of stored data ; many have more than 1 petabyte Mc Kinsey (2011)

Volume, Transactions /s, Performance

In spite of the fantastic improvement of the Hardware Current systems are Purpose built: they store their own data..
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Big data torrent puts a high pressure on Design to cost Larger analytic data sets are required

IT challenge: Telco usage of the dark data

Data & events from the network, service platforms, probes, www, document and external world

Dark and unstructured Data 11

CDRs reliable and detailed: Caller & callee numbers, call duration, geo-location, data volume, option details, VoD consumption, Platform logs rich lower reliability: both service and network PFs keep traces that are partially exploited today: Portal, mail, IM, VOIP, Video, Social Network, Geolocalisation Device agents as a complementary source of data, focused on user service QoS: Liveboxes, STBs, Mobile devices

IT challenge: crossing these data sources with back-end systems to improve analytics

Data Sources Structured

Customer Platforms data Offer & products data xDR & IP data

Semi-structured
Network Probes data Device & Logs data

Unstructured
Website data Documents, Cookies

Unstructured
Third Party Data Social Network Data

Enterprise data

External data

Growth of semi-structured and unstructured data is rising faster than structured. New architecture and tools framework is required
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IT challenge - Architecture & tools

A framework combining OSS and BI: the Decision Support System
Customer, Supplier & Partner

sales management

marketing

service management

customer service API

technical management

Financial analyst API

Aggregation Layer

Application layer

API

Descriptive analysis

Reporting & Dashboard

Real-time analysis
Aggregation Layer

Ad-Hoc analysis

Predictive analysis

Decision Support System (DSS)

API

API

DataLab Data Storage layer

Staging Area
File System

DataMarts DataMarts DataMarts DataWareHouse

DataMart DataMarts s (Cube)

API

Very Large Data Store

ODS
NoSQL

Advanced Datalab
Adaptor

Adaptor

Adaptor Continuous Flow

Data Integration layer Data sources repositories 13

ETLT

ETL

/ CDC

CEP

Log collector

Operational IT Data
Billing / ERP / CRM / Order Mgt

Operational Network Data

SCA / Service Platform / Sessions / Probes logs

Events
Web Portal, Transactions, Visits

Points of vigilance
Data have different legal definition across geography. Exploitation of network data requires a strong attention from legal department. Risks to be assessed on privacy (CNIL in France) and personal data: browsing data, private correspondence (call, mails, sms), storage duration.

Federation of the initiatives around the Big Data phenomenon which has rapidly grown
Finding out the adapted business use cases: business processes appear not mature enough to consume these new sources of information infrastructures not adapted: the machines are not ready and works are on-going to catch-up The changes driven by the Big Data will require the right skills on these technologies
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Summary key takeaways

1. Analytics improvement Cross-analysis data from the network and back-end systems (BSS, OSS) to understand and predict customer demand. it includes predictive modeling, real time network analysis 2. Customer Experience Management

An understanding of the customer is paramount to lower churn and improve customer experience.
it includes e2e QoS, QoE, 360 degree view of the customer, next best actions.

4 Main challenges
3. Logs management IT & Network infrastructure deliver vast amounts of diverse data, but it is not fully exploited It includes managing logs coming from Service Platforms, IT servers to improve operational efficiency and security (SIEM) 4. IT Transformation

Big data and Fast data technologies are driving IT transformation to reduce and optimize IT costs providing additional features to improve analytics
it includes optimizing TCO, costs reduction, BI tools selection and adapting operation

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