1. © 2015© 2015
SMART DATA
OPPORTUNITIES
1

2. © 2015© 2015
2

3. © 2015
Mobile/PC
Interactions
Business
Intelligence
Third Party
Data
BIG
DATA
3

4. © 2015© 2015
“The whole is greater than
the sum of its parts”
-Aristotle
Big data is not a sample data
or historic data
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5. © 2015
DATA
UNIVERSE
TO EXPLODE
BY 50x
BY 2020 800EB
40,000EB
IDC, Digital Universe Study
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6. © 2015© 2015
40,000,000,0
00,000,000,0
00,000bytes6

7. © 2015© 2015
“Facebook could not be Facebook
without Big Data technologies.”
Ken Rudin,
Analytics Chief, Facebook
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8. © 2015© 2015
Facebook can predict the intelligence of user, their
political views, even their emotional stability…
helping Facebook to sell ever-more targeted
adverts
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9. © 2015© 2015
DATA INPUT
 Username
 Email Address
 Photos
 Shared Content
 Likes
 Comments
 Plugins
 IP Address
 Screen size
 Time Date
FACEBOOK
20BN
EVENTS / DAY
30SEC
RESPONSE TIME
OUTPUT
 Real time page analytics
 Real time user targeting data for
advertisers
 Real time content recommendations
 Social graph search
 Flashback videos
 Personalized Ads
 Qubole Data Service for Advertisers
500TB
DATA / DAY
2.5BN
LIKES / DAY
9

10. © 2015© 2015
“The sexy job in the next 10 years
will be statisticians, and I’m not kidding”
Hal Varian,
Chief Economist at Google
g
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11. © 2015© 2015
Google builds up vast amounts of data about the
people using it. Essentially it then matches up
companies with potential customers, through its
Adsense algorithm.
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12. © 2015© 2015
DATA INPUT
 Page Index
 Meta Data & Keywords
 Root of the Phrase
 Knowledge Graph Database
 Time, Location & Language
 Site Link Structure
 Semantics &Synonyms
 Real-time Auction for AdWords
 RTB
 User Details & History
 Google+ ratings
GOOGLE SEARCH
0.2sec
TIME / QUERY
20%
NEW QUERIES /DAY
OUTPUT
 Auto Complete
 Predictive Query
 Web Results
 News Results
 Image Results
 Video Results
 Relevant
Targeted Ads
 Knowledge
Graph
 Semantic Results
(Related
Searches)
20BM
PAGES INDEXED / DAY
11.7BN
SEARCHES / DAY
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13. © 2015
13

14. © 2015© 2015
“Only 4% of business leaders
are satisfied with the results
of their Big Data efforts”
Bain & Company
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15. © 2015© 2015
ARE
TELCO’S
LEVERAING
BIG DATA?
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16. © 2015
CONSUMER
IS SENDING
SIGNALS
© 2015
Data Usage
Current Location
ISD Usage
Roaming History
Content
Preference
Home Location
Calling
Pattern
Balance
Games
Installed Apps
Visited Websites
INTENT
SIGNALS
Recharge
Mode
Handset
Screen Size 16

17. © 2015
USER BASE
LARGE TELCO
FACEBOOK 100Mn
GOOGLE 150Mn
175Mn
*India
88PB
DATA / MONTH
TELCO DATA TRAFFIC
17

18. © 2015© 2015
OR… ASLEEP
AT THE WHEEL'
ON BIG DATA??
© 2015
18

19. © 2015
LEVERAGING BIG DATA
Operational
Efficiency
Business
Model
Innovation
Customer
Experience
Enhancement
Precise
Marketing
Real-time
Analysis
& Decision
Making
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20. © 2015
LEVERAGING BIG DATA
Operational
Efficiency
Business
Model
Innovation
Customer
Experience
Enhancement
Precise
Marketing
Real-time
Analysis
& Decision
Making
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21. © 2015© 2015
INTENT SIGNALS = BIG DATA
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22. © 2015© 2015
INTENT SIGNALS = BIG SMART DATA
22

23. © 2015
YOUR AUDIENCE
IS MOVING
OFF-DECK
LEVERAGE
THE VAST POTENTIAL
OF OFF-DECK
MEDIA 95%
Off Deck
23

24. © 2015
VSERV
(REACH)
TELCO
Data & Analytics
VSERV
Reach
24

25. © 2015© 2015
Vserv Smart Data enables you
to identify & target your consumer
with highly engaging personalized ads
across Vserv Cloud
25

26. © 2015
OFF-DECK U&R
WITH
VSERV SMART DATA
26

27. © 2015© 2015
CURRENT BARRIERS
Capacity
Choke Due
To
Regulations
Incorrect
Messaging
Push Rather
Than A Pull
Environment
SMS
Not An
Engaging
Medium
© 2015
27

28. © 2015© 2015
Off-Deck U&R With
Vserv Smart Data TM
Ankur Verma,
25Yrs
Searches for
A Racing Game
On His Mobile
Lands on the
Games App Page
Vserv Smart Data
Ad Request
By The Site
TELCO Data
Hashed Identifier
Balance, Usage Pattern,
Best Offer
Just Before Downloading
Ankur Sees An Ad
of an Enhanced
Data Pack Offer
Clicks on the Ad
& Subscribes the
Enhanced Data Pack
Offer
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29. © 2015
U&R APPLICABLE TO
MULTIPLE SCENARIOS
DTH
Packs
Voice
Packs
Online
Recharge
Pay Per Go
Data Packs
International
Roaming Pack
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30. © 2015
ADVANTAGES
OF MOVING OFF-DECK
SEGMENTED
OFFERS
Offers best suited to each
user that will boost
conversion
High Value
Customers
Access to customers that
have the spending power to
subscribe
REAL-TIME
BALANCE ADS
Ads that are displayed to
users with appropriate wallet
size reduce drop-outs
RIGHT OFFER
& RIGHT TIME
Relevance of communication
at the right time boosts
conversions
30

31. © 2015
CASE STUDY
Targeting users with low prepaid account balance inducing them to
recharge their account using A top-up app
0.6 INR per user from
20,000 users per day
Also Additional Revenue
from Recharges
Generating an Average
ARPU Of INR 0.35 Per
User
0.35
© 2015
31

32. © 2015
OUR EXISTING
TELCO PARTNERS
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33. © 2015© 2015
VSERV AIMS TO CONNECT
THE EMERGING CONNECTED BILLION
WITH RELEVANT OFFERINGS
FROM MARKETERS, APP DEVELOPERS
& TELECOM OPERATORS.
500Mn+
Unique
User Profiles
80+
Attributes
25+
User Personas
33

34. © 2015© 2015
THANK
YOU
34