Application of Social Network Analysis to Port

Community Systems
Saša Aksentijević 1, Dražen Marković 2, Edvard Tijan 3, Mladen Jardas 4
1
Aksentijević Forensics and Consulting, Ltd.
Gornji Sroki 125a, Viškovo, Croatia
Tel: +385 51 65 17 00 Fax: +385 51 65 17 81 E-mail: axy@vip.hr
2
Neos, Ltd.
Budmanijeva 1, 10000 Zagreb, Croatia
Tel: +385 1 5555 600 Fax: +385 1 5555 620 E-mail: info@neos.hr
3, 4
University of Rijeka, Faculty of Maritime Studies
Studentska 2, 51000 Rijeka, Croatia
Tel: +385 51 33 84 11 Fax: +385 51 33 67 55 E-mail: etijan@pfri.hr, mjardas@pfri.hr

Abstract – Social Network Analysis is a unique and
innovative concept in the global business management
market that allows prediction of behaviour of various
involved nodes (typically clients or customers) in a
structured dependent network using commonly provided
services. This methodology can be used by
telecommunication providers to offer new targeted
products before competition, prevent customer migration
to the competition and rapid response to disruptive
technological and economic changes in the market. There
are a number of solutions supporting telecommunication
providers in provision of SNA-based solutions and
campaigns and the methodology can be adapted also for
banking and finance industry. SNA offers handling of
large calculations with adjustable parameters,
adaptability of calculations according to business
requirements and application to diverse IT
infrastructures. In this paper the authors will present the
main architecture of a viable SNA system and propose a
novel application to the area of port operations with
integration into existing Port Community Systems.
Keywords: Social Network Analysis; Port Community
Systems; ports; Big Data
I. INTRODUCTION
Social network analysis (SNA) is not a formal
theory, but in fact a strategy used to investigate various
social structures [1]. While the roots of SNA are
derived from sociology, this method has found a
widespread use in other practical applications, and
especially in data aggregation and data mining,
modelling of networks, user and client behaviour and
churn calculations and various other business
intelligence needs. SNA can be used in a variety of
use-cases where appropriate dataset is available, so, for
example, it is also used in counter-terrorism operations,
especially in calculation of centrality measurement as
an investigative tool [2].
This work has been financially supported by University of
Rijeka under the Faculty of Maritime Studies projects.
“Croatian Agency for SMEs, Innovations and
Investments” (HAMAG-BICRO) was founded with the
aim of supporting the development of small and
medium-sized enterprises, improving the innovation
process and encouraging investments [3].
Government of the Republic of Croatia is using a
loan of the International Bank for Reconstruction and
Development for execution of the Second Croatia
Science & Technology Project – STPII that was started
at July 31st 2013 and will be in effect until March 31st
2019. After 2015/2016 the tenders are closed and
projects are in execution phase. Main goal of the STPII
project is to enhance absorption of EU funds in the area
of research and development by strengthening
capacities of users and institutions [4].
HAMAG-BICRO is (as a loan beneficiary) in
charge of executing five various programs of support to
public and private users in various phases of the
innovation process:
1. PoC (Proof of Concept),
2. RAZUM (Development of knowledge-based
enterprises),
3. TEHCRO (Development of technology
infrastructure),
4. IRCRO (Cooperative research and
development), and
5. UTT (Support to Offices for technology
transfer).
Within the framework of IRCRO program, in May
2015 project documentation has been submitted to
HAMAG-BICRO according to program propositions,
by Neos Ltd. from Zagreb, Croatia, titled “Neos SNA
for Telco – an innovative system for anticipation of
mobile telephony users” [5]. Project partner was the

MIPRO 2018/DE-GLGPS 1507

 Faculty of Electrical Engineering and Computing from
University of Zagreb. Anticipated duration of the
project was 18 months and final deliverable is a
complete solution for SNA analysis of mobile
telephony users, applicable also in other similar
scenarios.
The project started in January 2016 and it was
successfully completed within budget, time and quality
by the end of June 2017. Project manager on behalf of
Neos, Ltd. was Mr. Dražen Marković, project manager
of the Faculty team was Ms. Bojana Dalbelo Bašić,
PhD, while technical business project consultant acting
on behalf of HAMAG-BICRO was Mr. Saša
Aksentijević, PhD.
During the evaluation of the end result of the
project, it became clear that developed software
package can also be used for other purposes where
structured data is available. Considering author's
interest in Port Community Systems (PCS), one
possible path of further development of SNA
methodology will be proposed in this paper after
project results are presented.
II. SOCIAL NETWORK ANALYSIS METHODOLOGY
Traditional analysis of users’ behaviour is
increasingly difficult to execute because of the
following reasons:
1. Analysed sample is too small,
2. Number of set parameters is very limited,
3. Users are grouped very coarsely and the same
rules are applied to all users in a group.
This approach to analysis and churn prevention
(maintenance of the existing user base) requires
consolidation of data in data-warehouse systems of
mobile telephony operators, additional data aggregation
that is usually done manually, this data is then exported
to Excel format used by marketing and additional
application of contextual analysis.
In this scenario the analysed data is prepared
manually, which takes a lot of time and work of IT
specialists, so it is generally not possible to satisfy on-
demand requests. Consequentially, marketing and sales
departments depend on others to do their job.
Considering the volume of data, only small subset is
analysed and this subset does not have to be
representative for the whole set. Finally, this type of
analysis relies on properties of a single subscriber
(service user) and its attributes, like age, sex, address,
used services, consumption average etc. However, in
reality, all these attributes are less important than
context and user’s relation to other users (subscribers),
because in social context, behaviour of a single user
depends on his/her relation to other users.
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When SNA methodology is used, the system
automatically uses consolidated data contained in data-
warehouse systems. Only necessary and strictly
required data set is automatically loaded to SNA engine
(consolidated data, data from transaction systems like
CRM and billing and CDR – Call Data Record) data
that is generated directly in mobile exchange and
contains all relevant data for various communications.
SNA enables employees of the marketing and sales
departments to run generation of SNA network model
and various use-case analysis, with custom parameter
adjustment.
Taking into consideration authors’ extensive
experience with development of comparable systems
using traditional approach, direct advantages of SNA
methodology over traditional approaches are the
following:
1. Input data is prepared automatically, and does
not involve operator work,
2. Analysis is run independently from IT
departments, there is no need to rely on
availability of the other department and
analysis can be run whenever it is required,
and as often as necessary,
3. Data manipulation is executed using modern
Web application, where operator access can
be determined according to internal
information security rules and practices,
4. Analysis is controlled via parameters, and
there is no manual adjustment and long batch
processing,
5. Entire available data set is used, not only a
small, often unreliable sample,
6. Results are independent from the knowledge
and skill of operators,
7. Finally, and most importantly, SNA
methodology does not analyse only one
subscriber, but also all of his/her connections,
hence the name of the methodology.
III. NEOS SNA FOR TELCO PROJECT BASICS
Innovation of the SNA for Telco project is in
integration of SNA methodology, applied mathematical
theories and big data technology that enable quick and
efficient data processing and calculations of required
analysis for exact business activities and timely
decision making.
Therefore, this product not only enables new
analytical-predictive possibilities, but also a number of
other advantages over classical approach like work
automation, lack of IT department involvement in
processes of the marketing and sales, more comfort in
MIPRO 2018/DE-GLGPS
 work and additional features for all stakeholders.
Finally, usage of SNA methodology can enable
decision makers to keep their customers, enhance
product packages and attract new customers. The
following Figure shows the visualisation of SNA
model with a small number of objects.
Development project itself consisted of several
stages.
Figure 1. SNA network
SNA for Telco has several advantages over existing
products. It can be installed in-house, using
infrastructure of the operators, instead of moving data
across borders, that can cause problems related to
privacy and data management, even if the data is
anonymized. Also, this product is highly customizable
with adjustable parameters. All calculations can be
adjusted to real work case scenarios of operators, they
can be localized, new modules can be added and it can
be installed across various infrastructure. General
schematic depiction of the system is shown in Figure 2.
System is fed with general existing data (CDR files,
data from CRM and billing systems), SNA model is
prepared and analysis and export is prepared according
to various campaign scenarios.
Figure 2. SNA system component blueprint
Technological components of the system are based
on various Oracle technologies where each technology
is used for particular function. Layout of the
underlying technology is presented in Figure 3.
MIPRO 2018/DE-GLGPS
Figure 3. SNA system technological components
1. Stage 1 – Preparation of the project plan. In
this phase, project application was prepared,
detailed task and assignment roster was
created, partner contracts were prepared,
financing application was drafted and project
plan was agreed between all stakeholders.
2. Stage 2 – Preparation of algorithms to set up
SNA network and individual analytical
algorithms. In this stage, various algorithms
that create general SNA network were created.
They were prepared for various Use-Cases:
 Churn Prevention
o Probability calculation & Detection
of churn-prone customers
o Leaders / Influencers identification
o Churn Prevention Lift Analysis
 Campaign Management (SNA based)
o Early Adopters detection
o Spinners identification
o Retention campaigns
o Viral Marketing & Acquisition
Campaigns
o Value segmentation (Low ARPU
subscribers with high RPU
connections)
 Household Identification – Family
Identification
o Customer segmentation
o Location / Time of call Detection
3. Stage 3 – Development of the prototype. In
this stage, a platform for development of the
complex solution was set up. Architectural
components of the solution and possibilities of
their interconnection were defined. Finally,
development system was set up. Some parts of
the system were functioning in a virtual
environment (Big Data Cloudera servers,
Oracle database with Oracle Advanced
Analytics), and application server for GUI.
This prototype was also defined and
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 documented according to best practices and
set up for further development activities.
4. Stage 4 – Check of the quality and the
functioning of the algorithms. In this phase,
prototypes were integrated with the database,
and connected with parameter entry tables.
Error checking was also completed. Various
calculations were checked (depending on the
parameter set) against the expected results
based on algorithms. End results was that the
best parameter sets were selected for SNA
network and various Use-Case calculations
(parameters giving the best results are
detected).
5. Stage 5 – Set up of the test infrastructure
similar to production environment. In this
stage, three main groups of activities were
performed. Firstly, integration services were
developed, with end result being the defined
infrastructure base and all solution
components similar to quantity and capacity
of data processing to the production
environment. Module set for data input,
transfer and transformation to a form suitable
for calculations and export was also
completed. Secondly, GUI (Graphical User
Interface) for visualization and data
management was developed. This module is
used to integrate parameter setting, data input
and export, log analysis and user and rights
management into a single console.
6. Stage 6 – Generation of large data sets
similar to production data. As a part of this
activity, program modules that are not a part
of the solution (external utilities) were
developed and used to generate CDR files, but
also other data necessary for solution testing.
These utilities have to closely emulate logical
data sets used by the mobile operators.
7. Stage 7 – Testing of large data set processing
and system adjustment. In the final project
phase, model parameters for SNA network
and various Use-Case analysis were tested and
optimized, depending on the processing speed,
amount of processed data and expected
results. Also, load, stress, integration and
analytic tests were performed.
IV. NEOS SNA FOR TELCO PROJECT RESULTS
During the project preparation, several project risks
were identified. During the project execution they were
successfully managed.
The first possible group of identified risks were
technological risks. SNA uses a number of connected
platforms, used as infrastructural solutions. This risk
was managed by the selection of best-of-breed platform
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and its modules. Algorithms were prepared based on
mathematical theories, which require high level of
quantitative knowledge. This particular risk was
mitigated by the inclusion of the research team that
possessed significant experience in the above
mentioned field, especially in the field of mathematical
theories.
The second groups of identified risks were market
risks. Namely, it was possible that operators are not
adequately interested in advanced analytical solutions.
Before the project, the level of innovation and market
interest was tested. The level of innovation was
acknowledged by winning the “Oracle Innovation
Award for Big Data & Analytics” on the level of
Eastern Central Europe [6]. Furthermore, some initial
contacts with several mobile telephony operators, who
expressed their interest in the above mentioned
solution, were made.
All anticipated risks were successfully managed
during the project and did not have a negative impact
on the final results.
A set of standard project software documentation
was created during the project execution that
comprised of the following components:
1. SNA System Technical Architecture,
2. SNA System Algorithms,
3. SNA System Description,
4. SNA System UI Description, and
5. SNA - Final Presentation.
Oracle BDA is cluster of servers as a standard
configuration, and is used in identical manner as in a
prototype environment.
Oracle Database is clustered with common storage
infrastructure. Real Application Clusters option (RAC)
is used for smart cluster environment infrastructure.
Specific options can be used if needed.
Clustered application server environment is
recommended for load balancing, high-availability
application environment. Apache Tomcat or Oracle
Glassfish servers are clustered with common http
server in front.
Oracle Linux 6 is used as an operating system for all
mentioned servers.
Recommendation for production infrastructure was
to use Oracle BDA, as it was used in the product
prototype. But to ensure scalability and robustness of
the production environment, it was advisable to use
clustering environment. This clustering environment is
shown in detail in the following Figure 4.
MIPRO 2018/DE-GLGPS

Figure 4. NEOS SNA for Telco Product Infrastructure [7]
In the final product, CDR generator was created as a
module of the SNA application. Its generation was
based on templates, meaning that it is parameterized
and users are able to customize output. Files are stored
on the Glass Server and they can be automatically
transferred to the BDA Landing Area.
SNA visualization is a tool of the overall SNA
application framework that provides insight into Node
Ego Network. It combines communication data with
SNA metric results available in the table to the system
operator. SNA visualization can be altered to show
adjustable levels of display (1-3).
Calculation repository contains a set of database
objects (tables, views, sequences and triggers). It was
designed to facilitate calculations and provide
connections between input data, input parameters and
results. RStudio Server was used as integrated
development environment (IDE) for R development.
Access is achieved through web browser and its
implementation achieved movement of the
computation closer to the data. R code is executed
directly from the source editor.
A significant effort was undertaken in order to
ensure big data security, which is of utmost importance
to mobile operators, and especially with the emergence
of the new GDPR regulation [8]. HDFS security was
used in order to ensure security on the folder level,
while Sentry was used for the Hive security. Various
layers of big data security are shown in Figure 5 [9].
MIPRO 2018/DE-GLGPS
Figure 5. Neos SNA big data security [9]
Cluster was fully integrated with LDAP, so it does
not use any local users, thus further increasing the
simplicity of the security management. Kerberos
authentication is used along with HUE SSO integration
that is also LDAP integrated.
V. PREREQUISITES FOR SNA INTRODUCTION IN PCS
While being actively involved in development of
described SNA project for mobile telephony operators,
the authors came to realization that similar SNA engine
might be modified to be deployed in Port Community
Systems, for two separate proposed purposes:
1. The Port authority could utilize SNA to
analyse connections between various other
stakeholders involved in cargo attraction to a
certain port. There is a recent paper dealing
with similar topic, but it used SNA approach
to analyse research trends related to ports.
This paper is in fact a cross-sectional
longitudinal study of various other researches
in period between 1985 and 2015. A number
of studies and contained keywords were
analysed with main goal being to obtain
degree centrality and betweenness centrality
that would point to identification of research
trends related to port competition [10]. This is
in fact a form of meta-research.
2. Customs authorities and ministry of interior
(Maritime Border Police) could use SNA to
analyse connections between various
stakeholders using documents and data
available to Customs and Police during cargo
processing. One prerequisite for full-scale
implementation of such system is the
deployment of e-Manifest information system
[11]. Considering that in early 2016 the
European Maritime Safety Agency, together
with some other agencies and bodies has
launched the e-Manifest pilot project,
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 preliminary data availability should not be a
significant issue.
In both cases, it is important to understand that
overemphasis on nodes tends to disregard "space"
between the nodes, and in this case, ports. By analysing
only ports and cargo being trafficked between ports,
underlying connections are being largely disregarded.
However, ports in a network cannot be separated from
the very fabric that creates such networks like a mesh
of other players in the logistics chain: railway and truck
terminals or even airports. So, utilization of SNA
analysis imposed over the port community should be
carefully constructed in order not to give too big of an
emphasis to certain nodes, and completely disregard
how those nodes "came to being".
VI. PROPOSAL OF APPLICATION OF SNA TO PCS
In case of mobile telephony operators, they are
usually data owners so it is reasonably simple to gain
access to data and create SNA models. However, in the
case of PCS, the situation is much more diverse and
more complicated. While the PCS might contain all
necessary data that could be entered into the SNA
model, the PCS itself is formed around commercial
management of the cargo and administrative ship
management during its arrival, stay and departure from
the port. Therefore, PCS will inevitably have to be at a
significant level of development in order to aggregate
all data from commercial operators in the port and their
Terminal Operating Systems (TOS).
The authors are proposing the following path for
adoption of SNA in PCS:
1. Definition and research of exact technologies
required to develop the project. While the
technologies are already tested and proven
during the development of SNA for mobile
operators, the level of complexity of cargo
logistics might require alterations of the
existing technological setup.
2. Development of SNA for PCS prototype,
including infrastructure (equipment, operation
systems, Big Data layer, additional modules),
development tools and background services,
calculation, user interface modules etc.
3. Creation of development infrastructure similar
to production infrastructure.
4. Setting up modules that will be used to
generate input data (similar to CDR
generators) for PCS. Considering that PCS are
systems based around exchange of messages
between various stakeholders, and that XML
schemes should be readily available, it should
not pose a problem to reverse engineer the
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message creation and create a workable set of
production data.
5. Development of configuration and parameter
repository used for calculations, validations
and storage of system-specific statistical data.
6. Programming the module used to import data
into the system (Big Data layer)
7. Creation of background-ran modules with
various calculations that process data in the
Big Data system (for example, Hive), while
parameters for calculations and validations are
stored in a separate repository in a relational
database that is also used for storage of static
data related to every individual calculation
and validation process.
8. Envisaging and creating a module used for
graphical visualization of the calculation
(applicable to SNA network and connections,
and calculated metrics).
Entire process is finalized by creation of the module
for end result export. This phase can be especially
important for a large or complex PCS with large traffic
volumes, because data export is typically more
important for them than data visualization, which is
typically used as just an auxiliary tool.
VII. CONCLUSION
After 1950s, research of networks became a separate
topic of interest in sociology, but also in financial
theory and in practice – banking. In the last decades
with the rise of social networks, it became a topic of
interest in the field of technology and communications.
One such project was developed in a period between
2015 and 2017 in Croatia, and was funded by Croatian
Agency for SMEs, Innovations and Investments. It was
developed in 18 months by the company Neos Ltd.
from Zagreb, Croatia and the Faculty of Electrical
Engineering and Computing from the University of
Zagreb, Croatia.
This particular SNA application is adjusted for use
by mobile telephony operators who can create custom
analysis of the networks comprised of their users and
subscribers, calculate the network, identify relative
importance of network members and their impact to
other members. It can also be easily adjusted for usage
by banks and financial institutions in order to evaluate
networks created by their customers, but also to
evaluate how risky are some customers spending habits
and other financial habits. SNA application was based
mostly on Oracle and some other enterprise-level open
source technologies.
Considering that maritime cargo logistics is also
effectively a network created by the main stakeholders,
MIPRO 2018/DE-GLGPS
 the authors propose the implementation of SNA also in
conjunction with the PCS information systems. Main
steps to be undertaken to adjust SNA methodology for
usage in PCS are identified, along with two most viable
purposes: risk assessment of customs office and police,
and connection between remote and domicile ports,
which can be used to evaluate the possibilities of
additional cargo attraction, thus increasing the
competitiveness of seaports and the whole trade route.
Further research of this topic, at least in Republic of
Croatia, relies on impeding implementation of national
PCS that will commence mid-2018., and introduction
of NSW (National Single Window) for maritime
traffic.
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MIPRO 2018/DE-GLGPS
[2] Mullins, S “Social network analysis and counter-terrorism:
measures of centrality as an investigative tool”, Journal of
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[3] Hamag-Bicro “About us”, http://www.investcroatia.hr/about-
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[4] Hamag-Bicro, “Bespovratne potpore – Programi podrške
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28th 2015
[6] http://www.neos.hr/neos-wins-oracle-innovation-award-for-big-
data-analytics-in-ece-region/ (accessed December 24th 2017)
[7] Neos Ltd. „SNA for Telco – SNA System Technical
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[8] The EU General Data Protection Website,
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[10] Jeon Jun Woo, Wang Ying, TaeYeo Gi “SNA Approach for
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[11] http://www.farrow.com/article-what-is-emanifest (accessed
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