1. New Technologies and Trends in Telco
Ramazan Firin
Muzaffer Gursoy
Tansu Daşlı
1

2. Agenda
• Big Data
• Master Data Management
• NoSql & Graph Databases
• Cloud
2

3. 1
Correlations COST-CUTTING is every time
important in our lifes. CLOUD
provides 2 advantages and one of
ORGANIZATIONAL CHANGES them is about decreasing the costs.
TIME-TO-MARKET and BIGDATA needs datasources and
Conceptual combine those datasources you have
Part COST-CUTTING with the datasources you don’t have..
CLOUD’s other advantage is
WORKING MODELS
leveraging those new value-added
MOBILITY services. This combination may
provide a way to us to define a new
REGULATIONs
INNOVATION WORKING MODELs to increase our
incomes. . MOBILTY creates the usage
of those services and completes the
circle. ALL of them will be done via
Billing INTEGRATIONS. to be able to that
ORGANIZATIONAL CHANGES are
MDM unavoidable.
Tecnhology Customer REALTIME
Part Data ANALYSIS
CRM BIGDATA CLOUD
2000’s 2015’s
* there is a great correlation between that technologies and every step needs the previous one!
3

4. Cloud
Muzaffer Gursoy
Tansu Daşlı
Middleware/Enterprise Architecture
4

5. 1
Why We Need CLOUD?
• to decrease our Hardware Costs
• to increase usage efficiency of CPU and RAM utilizations and that will decrease also costs.
• to decrease integration costs in projects
• to serve new services to customers using BIGDATA concepts etc..
• to be able to start BIGDATA projects
5

6. Big Data
Muzaffer Gursoy
Tansu Daşlı
Middleware/Enterprise Architecture
6

7. 1
Why We Need BIGDATA?
• to Increase our incomes
• to find new ways for our working models
• to be the pioneers in telco-sector
• to be able to do flexible analysis on data and logs and social media to gain new customers, to prevent
churns
• to be able to start CLOUD projects
7

8. 2
The Roadmap for BIGDATA
1 2 3
• Define your
internal • Define new
and outside • Change
Simple
Data your
Models
Sources Organizatio
• Define
• Find new ns
Strategy
Data
Sources
• Multiplex
those data
sources
* 3 steps are important for BIGDATA transformation.
8

9. Master Data Management
Tansu Daşlı
Middleware/Enterprise Architecture
9

10. 1
Why We Need MDM?
• Increase Business IT Agility
• Decrease Development Time
• Decrease Costs
• to be able to start BIGDATA projects
10

11. 2
Typical Issues in Telco without MDM
11

12. 3
Business Benefits
Cross & upsell
ARPU
time to market new offers
Revenue Increase
Improved customer service
Customer retention
Enable new channels
mailing and return handling
Increase
EBITDA Fraud and non-payment
cost to serve
Business costs
Cost to develop new offer
Campaign execution costs
Cost reduction Customer aquisition cost
Speed Development Projects
IT costs Application retirement
Production defect resolution
12

13. 4
Increase Business IT Agility
In ABONE+ project
When tariff changes from ‚Fenercell‛ to ‚another tariff‛, Business wants to keep
that the customer is fan of ‚FENERBAHÇE‛ .
In that case,
 we know customer’s team and we can keep data for further offers
 That data has to update in one system and also available to all consumers
 IT has to provide that capability in 1 week
 Where do we keep that data?
13

14. 5
Decrease development time
TELCO is very distributed environment
In distributed environments, It is so hard to find where the data is and who is the
real owner and also this increases analysis time and development time and
bad runtime performance in the projects‛.
In that case,
 Such a system like MDM can provide that capability
 Synchronizations and data distributions can be provided by MDM
14

15. 6
Why DataWarehouse and CRM are not MDM?
Customer Relationship Management
“ Effective at managing sales pipelines, tracking contact details, and automating marketing campaigns
“ Better at generating raw data than consuming it.
“ CRM does not typically centralize all customer data
“ CRM applications are considered to be part of a growing collection of legacy applications
“ Tends not to be strong in data stewardship, governance, quality, de-duplication
Enterprise Data Warehouse
“ Not all data warehouses contain all master data
“ Master data in the DW may not be reconciled or meaningful
“ Data standardization and cleansing typically occur outside the DW platform
“ Typically used for analytical purpose; not operational
DWs and CRMs are consumers of master data.
MDM makes the data better – resulting in better business outcomes!
15

16. 7
Challanges for MDM projects
“ ‘it’s an IT project’
“ What is it for?
“ Complexity of integration
“ Other things are more important
Best practices:
“ Business ownership
“ Aligned to business strategy
“ Quantify the value
“ MDM is a journey ” define the roadmap
16

17. NoSQL and Graph Databases
Ramazan Firin
Middleware/Enterprise Architecture
17

18. Agenda
• What is NoSQL?
• Advantages and Disadvantages
• Graph DB
• Possible Usage Areas in Telco
18

19. 1
Why We Need NoSQL Databases?
• Decrease Costs (Faster , cheap and easy to implement)
• to be able to support BIGDATA projects
19

20. 2
What is NoSQL?
NoSQL is newest database technology.
Stands for Not Only SQL
Non relational
Scalability
– Vertically - Add more data
– Horizontally - Add more storage
No pre-defined schema
No join operations
20

21. 3
Advantages of NoSQL
Cheap, easy to implement
Easy to distribute
Don't require a schema
Easy scale up and down
Quickly process large amounts of data
Can handle web-scale data, whereas Relational DBs cannot
21

22. 4
Disadvantages of NoSQL
New and sometimes buggy
Data is generally duplicated, potential for inconsistency
No standardized schema
Difficult to implement complicated structures
Depend on the application layer to enforce data integrity
No guarantee of support
22

23. Usage Area
Social netwoks: Facebook, Twitter..
Big data systems
Analytics
Archiving
Caching
Managing large streams of non-transactional data: Apache logs
etc
Document, catalog management and content management
systems
Machine-to-machine communications
23

24. 1
Big Data is new trend
NoSql can be used with big data concept.
24

25. 5
Big Data is new trend
NoSql can be used with big data contecp
25

26. 6
NoSQL Performance
26

27. 7
Graph DB
Graph database uses graph structures with nodes, edges, and
properties to represent and store data.
27

28. 8
Graph DB Usage Area
Recommendations Time Series data
Business Inteligence Product Catalogue
Social networking Web Analitics
MDM Scientific Computing
System Management Indexing your slow RMDBS
28

29. 9
Ne4j Performance
http://www.neotechnology.com/2012/10/20-billion-
relationships-imported-into-neo4j-on-ec2/
29

30. Possible Usage Areas in Telco
30

31. 10
Telco Data Model
Every customer defines like a node with msisdn.
Telco domain can be modelled like a social network.
Relation types defines between nodes.
Relationtype can be anything: Call duration, sms count etc...
All queries will be very fast. No limitation about data size.
Msisdn:
555xxxxxxx
RelationType-1 RelationType-2
Msisdn:555xxxxx Msisdn:555xxxxx
xx xx
31

32. 11
Senario 1 ” Customer Spesific Campaign
1. Get three friends (or friends of friends ) of customer
which called for maximum duration.
2. Get friends of friends (or friends of friends ) of customer
which is not your customer.
32

33. 12
Senario 2 ” Prevent Churn
When a customer port out from company, find three friends
(or friends of friends )of customer which is talk to
customer at most, and offer them a special campaign.
33

34. 13
Senario 3 - Get More Customer
When a customer port in to yur company, find three friends
(or friends of friends )of customer which is talk to
customer at most which are not your customer, offer a
special campaign to them.
34

35. 14
Senario 4 ” Speacial offer for companies
All communication between company employees can be
report. So special campaign can be offered.
35 35R&D /MW Developement

36. Thank you!
36 R&D /MW Developement