hp mobility perspective at the mobile world congress 2014 in barcelona

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

HP at Mobile World Congress 2014 Leverage Big Data for your mobile apps Barcelona | February 24 – 27

Oded Ringer

HP Communications and Media Solutions (CMS)

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2

Big Data matters to CSP

How can I meet the business needs most efficiently across

all big data use cases?

IT Managers Customer Experience Executives

Marketing & Product Management

Can we offer the right action to each individual customer?

How to can use customer

insight to improve satisfaction and reduce Churn?

How can I make my services more “sticky”?

Can we improve relevancy of

promotions and services? What new services can I

launch using my big data?

Business Development

How can we collaborate with OTT players and Content

providers to benefit from our big data?


Reach your customers with the right offer at the right moment and in the right place

Win3 = CSP * Retailers * Consumers

Telco Big Data & Analytics


Julia is a professional. She likes:

• Running shoes (score 96)

• Shoes Shopping (score 93)

She is a high online spender (score 92)

She recently had a baby

John is a contractor. He likes

• Alcohol: wine (score 99)

• Alcohol: beer (score 88)

• Sport: skiing (score 85)

He doesn’t buy online (score 16)

Barbara is an IT specialist. She likes:

• Electronic: smartphone (score 99)

• Travel: vacation (score 87)

She is medium on online spending (score 51)

Steve is a medic. He likes:

• Toy: train (score 78)

• Entertainment: music - jazz

(score 77)

• He is a high online spender (score 81)


Today they are at the «Great Mall»

Julia is a professional. She likes:

• Running shoes (score 96)

• Shoes Shopping (score 93)

She is a high online spender (score 92)

She recently had a baby

John is a contractor. He likes

• Alcohol: wine (score 99)

• Alcohol: beer (score 88)

• Sport: skiing (score 85)

He doesn’t buy online (score 16)

Barbara is an IT specialist. She likes:

• Electronic: smartphone (score 99)

• Travel: vacation (score 87)

She is medium on online spending (score 51)

Steve is a medic. He likes:

• Toy: train (score 78)

• Entertainment: music - jazz

(score 77)

• He is a high online spender (score 81)


beep

beep

beep

beep

Pop-Up

Coupon

Dear Julia,

Prada is making a great offer on its entire summer collection.

Present this coupon to the cashier to get an extra 15% off any summer item.

Discard Continue Pop-Up

Promotion

Dear Barbara,

AT&T Store on level one is having a special promotion on the new Google phone.

Discard Continue

SMS

Coupon

Dear Steve,

We know you are a big music fan, so you should be interested in the big promotion of classic Jazz at the Music shop just in front of you.

Present this coupon to the cashier to get an extra 15% off any CD.

Discard Continue

SMS

Promotion

Dear John,

Happy hour at the Wine shop on level one offers a new selection of California wine.

Present this coupon to get three free samples.

Discard Continue


HP Smart Shopper • Improve consumer satisfaction

• Gain advertisement revenues

• Reach outside of subscriber base

$100M ++ potential new revenue per year

4 visits per month per Store

$0.10 per sub/visit

20 per year

$6 per 1000 impressions

5 per month


5 per month


5 per month


Per coupon / offer / uplift / revenue share

Per view Fixed 1M$ ?

Holiday and Events Offers

Profile Specific Ads

Searching- In Session Ads

Near Store Deals (Broad Loc.)

In-Store Deals (Granular Loc.)

Buying/ Offer Redemption

Analytics as a Service

Sponsored Data


Smart Shopper

Mobile APP

Retail Portal

Dash board

Social media Transactional data, Coupon Usage

internet

Application data Mobile usage data

GPS Wi Fi

Subscriber data WiFi location

Analytics

Service

Provider

API Management

Service Governance

Enterprise Mobility GW

Retailer

CSP

Consumer


Smart Profile Server

Promotion, advertising and offers

Advertising

bid platform (optional)

Marketing Agency

Retail Companies

Campaign parameters

Advertising agreement

High Precision Location

Scoring & trend analysis

WiFi location Server + indoor grid

Customer usage behavior

Streaming analytics

DPI probes and mediation

Reporting dashboard

Marketing and product management

Buying or action Customer

Network Traffic

CRM

Customer care information

Revenue sharing information

Billing and reconciliation

Smart Shopper – the flow

Exposure Layer / API Management


The backend:

Telco Big Data & Analytics


Content Creation

Data Content Extraction & Classification

Data Staging, Organizing and Mgmt.

Data Analysis and Processing

Information delivery & decision

Telco Big Data Analytics – the blueprint

Usage data Real Time Data Unstructured

data Semi Structured

data

Mediation Engine/ETL (Semi & Structured data)

DPI Probe

Big Data Store

Dashboards & Exposure Layer

IT data

Metadata Extracted data Federated data

Social media Media files

Web Content Files

Social media And Web Logs files

Logs files

Logs files

Traffic data Network data Real Time data

Metadata Semi /Unstructured data

External Systems

Structured & Unstructured Data Analytics Engine

Signaling data

Aggregated data

Data O

rchestrato

r

Big Data Processor (Map/R)

(InMem) Shared Repository

Semi /Structured data

RT Streams Processor (CEP) or

CEA Mediation

OSS Query Apps CEA MBB

Alarm/Processor Engine

Signaling

KPIs KPIs

Aggregated data

Alarms/notifications

Business Rule Engine (BRE) or

HP CEA Aggregator Data compression

engine

Analytics Structured Data Repository

Analytics UNstructured Data Repository

Unstructured Data Connectors

Data Sources

Mediation / ETL / Social connectors

Big Data Cluster

Analytic Cluster

Exposure Control

Real Time analytics

Da

ta O

rche

startio

n

Analytics data

Unstructured data

Row data


Big Data Mobility Gateway The middleware:


Big Data Mobility Gateway (SDK)

• High performance access and common backend

• Secure exposure of back-end systems and data to mobile apps

• Lifecycle management of programming interfaces to back-end systems

Mobility Gateway Service

Request

Response

Response

Mobility Gateway Smart Profile Server

• Copy Application data and metadata in the

application source.

• Invoke meta data functions from JavaScript

methods.


Easy SDK made available

• Easy and open development through Mobility Gateway SDKs

Developer can use their IDE of choice with it: popular Mobile Application Development Platform (MADP) environments (examples)

…


How to easily leverage additional resources for enriched application? • You design a meeting room reservation application

• Extend to include Push Notification, or Video Conferencing service

HP Mobility Gateway Common backend connectors:

Push Notification, Video Conferencing, Storage, etc.

HP Anywhere integration with HP Mobility Gateway

• Select APIs from HP API Management catalogue

• Download API SDKs to Mobile platform IDE of choice

• Benefit from common backends optimizing run time experience


HP Telco Big Data & Analytics Actionable insight. New revenue streams. Better network utilization

hp.com/go/TelcoBigData

Powered by HAVEn

hp mobility perspective at the mobile world congress 2014 in barcelona

Technology

online score

wine score

beer score

skiing score

smartphone score

vacation score

train score

online spending score