ISSUE 05 2014
INTERVIEW
49
The importance of analytics
Analytics is increasingly being recognised as a crucial tool for CSPs to extract valuable and multi-purpose information from the terabytes of data flowing around the network and back office systems. Harnessed in appropriate ways, it can fulfil a rich variety of functions across many different commercial, strategic, tactical and technological roles, ranging from the development of new business models, enhanced partnering with OTT service providers, increasing customer loyalty in target subscriber segments, and support for the successful introduction of new devices and related upselling activities.
Introducing the Galaxy S4: device migration and premium services for a corporate client One CSP that Astellia recently worked with had a major automotive manufacturer as a customer, connecting over 200 users across a large manufacturing site via Blackberrys and other BYOD handsets. As the CSP was about to start migrating many of these customers to Samsung’s Galaxy S4 and moving from a B2B business model based on unlimited calls between employees and a tiered data plan to one involving Pay-As-You-Go, it was decided to monitor communications during the handover period. Amongst other findings, it was discovered that data consumption per user per day rose by nearly 50 per cent after the migration, while connection and application quality was closely tracked, financially justifying the move to a PAYG model and providing the CSP with the information required to decide to add small cell coverage to improve QoS to premium customers.
Tracking the fans at a music festival: Using a dedicated application, content and promotions to drive traffic As the main sponsor of a major music festival, one CSP was keen to extract as much commercial and brand value from the event as possible. One tactic that the CSP used was to create an app for their subscribers that gave them access to rich content and clips and allowed them to earn vouchers for the festival and win gifts. Keen to better understand the actual dynamics of how their customers would access and use these features – and monitor both their and hosted MVNO customer’s data usage behaviours – the CSP used Astellia’s technology and services to track the festival goers’ mobile activity. When analysed, the information allowed the CSP to justify its investment in the event app and identify new potential MVNO and OTT service partners for future events. It also provided invaluable time of day information, allowing the
Analytics is increasingly being recognised as a crucial tool for CSPs to extract valuable and multi-purpose information
CSP to adapt its network most cost-effectively to cope with the huge increases in traffic during the event.
Understanding OTT and application usage CSPs around the world are seeing revenues from the traditional services of voice and SMS continue to fall as their customers increasingly switch to OTT VoIP and messaging applications. On top of this, CSPs fail to get any additional revenues from their customers browsing commercial sites, even though sites like Google’s Adwords platform generated $42.5 billion in 2012 alone. By using Astellia’s deep packet inspection technology, embedded in its Nova Analytics tool, CSPs can identify and monitor around 95 per cent of web and application traffic such as Viber, iMessage, WhatsApp and Blackberry Messenger. This allows them to start negotiating and partnering with OTT providers, sharing appropriate in- depth information to drive new and more mutually beneficial relationships based on reliable quantifiable data.
Targeting the tourist CSPs have access to an unrivalled set of information about the location and activities of tourists and travellers, both in their native countries and especially abroad. By gathering, collating and analysing roaming, location and application data, CSPs can identify different nationalities as they visit different attractions, access local tourist information or mapping websites, and track the most popular itineraries. With this available, they can monetise their investment to improve their own services, drive regional or local online advertising or sponsored search, and provide invaluable insights to the local tourist organisations to help them improve their own offerings.
nMeet Astellia’s executives at the LTE World Summit in Amsterdam, June 24-25, booth #59.
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