introduction into mobile telecommunications mobile telco... · 11 challenges • fixed licensed...

Introduction Into Mobile TelecommunicationsAndrey Prokhorov, Solution Architect

2015

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Mobile Network

3

• Developed – mid of 80s

• Digital standard

• Simple roaming

• Compact handsets

• Enhanced network capacity

• Communication encryption

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Global System for Mobile CommunicationsGSM standard – 2G

4

• Developed – end of 90s

• New radio interface

• High data transfer speed

• Lower risks of dropped calls

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Universal Mobile Telecommunications System UMTS – 3G

3rd Generation Partnership Project

5

• Delevoped – mid of 00s

• New radio interface

• New network structure based on packet switching

• Higher network capacity

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Long-Term Evolution LTE – 4G

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Mobile network

BaseTransceiver

Station

Sector

Antenna

Network Coverage

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Simplified view2G/3G Mobile network organization

BaseTransceiver

Station

MobileHandset

BaseStation

Controller

SwitchingCenter

VoiceConnection

InternetConnection

BillingSystem

8

• Location for antenna placement

• Base station equipment

• 2G/3G/LTE/WiFi support

• Link to Base Station Controller

• Unit of power supply

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Technical position

9

• Occur without active call or data transfer

• Generates significant event stream

• In rear cases stored by mobile operator

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Mobility ServicesLocation Update

BTS RegistrationChange

MobileHandset

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• Occur during active call or data transfer

• One of the major reason of drop calls

• Actively monitored for service quality analysis

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Mobility ServicesHand over

Call or Data Session

MobileHandset

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Challenges

• Fixed licensed frequency range = fixed radio network throughput – Nyquist theorem

• Network capacity increase require smaller coverage area for sectors

• Base station needs reliable high speed connection to the controller

• Channels interference in the neighborhood frequency ranges

• Relatively high cost of technical position

Issues

• Most expensive asset of mobile operator

• Non transparent to business

Business no entry areaNetwork planning

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12

• Service quality indicators– Call attempts– Dropped calls– Silence or noise during vioce calls– Data sessions loss

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Currently collected per network deviceExpectation – collection per subscriber

Network statistics

BaseTransceiver

Station

MobileHandset

BaseStation

Controller

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Data collected per subscriber

• Sties/pages visited

• Search queries

• Type of traffic

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Deep packet inspection

BaseStation

Controller

InternetConnection

DPI

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Billing System

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• Post-paid– Commercial subscribers

• Pre-paid– Retail subscribers

• Convergent billing– All in one

• Interconnect– Payment between operators

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Billing system types

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Rating based on throughput Non standard tariff plan example

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• New tariff plans creation

• Existing tariff plans verification

• Competetive rerating

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CDRs rerating

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• Used for billing purposes

• Include number A and B

• Call duration

• Call start/end time

• Type of service

• Price of of call

• A lot of additional information

• Might contain cell ID of call start or termination

• Might contain IMEI

• Might contain call termination code

• Not generated for failed call attempts

Call Detail Record (CDR)

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Analytics monetization approaches

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• Telecommunication systems are in constant modification

• HW and SW faults are happening

• Human mistakes are part of IT world

• Data loss leads to direct revenue loss

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Minimizes revenue losesRevenue assurance

System A System B System C

Data Loss

$ $

Revenue Loss

21

Common trends

• 2-4% of additional revenue

• SMS is major communications channel

• Churn prevention among major targets

• Effectiveness measurement is based on ARPU comparison with control groups

New trends

• Event based campaigns

• Microsegmentation

• 3rd party products sales

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Right message, through the right channel, at the right timeAbout target marketing

22

Typical implementation approach

• Call center inbound calls

• Top-up campaigns for prepaid

• Web site interaction

Challenges

• Omni-channel support

• Centralized contact history and contact policy

• Single interface for multistep campaigns planning

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Real-time/inbound marketing

Rules Engine

Subscriber’s initiated

communication

Request context

Offer(s)

Internal/External

Data Sources

Scoring

Sort by take rate probability

Sort by revenue

probability

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Conclusion

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• Network and DPI are sources of really large volumes of data

• Target marketing is a major instrument for data monetization

• Partner programs are generators of new type of analytics

Major points

25

Questions?

Andrey Prokhorov

Solution Architect Lead

26, Denisovskiy pereulok,Moscow, 105005, Russiatel.: +7(495) 781-82-26fax: +7(495) 781-82-27mob.: +7(916) 485-53-40Andrey.Prokhorov@teradata.comTeradata.com