This document discusses how broadband providers can use analytics to better understand their customers' digital lifestyles and behaviors. It outlines how providers are currently tracking usage at the network, device, and user level to develop new business models. The research presented segmented customers into different digital lifestyle profiles that providers can use to personalize offerings. Examples shown how analytics can enable application-based charging plans and parental control services. The document argues that broadband analytics solutions should provide comprehensive network intelligence through data collection, warehousing, and interactive reporting capabilities.

1. A Deep Dive into Digital Lifestyles –
Analytics that power the modern
broadband experience
Eyal Yaron, Director Product Solutions
November 12, 2013

2. Broadband Analytics
What operators already doing?
1.
Tracking OTT application usage at a network level
• Driving operation decisions
• Building business models
2.
Tracking usage at a device level
• Setting up agreements with handset vendors
• Promoting application developments decisions
3.
Tracking usage at user level
• Leading towards new business models, value based offering
4.
Tracking browsing activity
• Content personalization
• Mobile Advertising and Context aware offering
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3. Segmenting the Digital Lifestlye
The Study Explored Digital Lifestyles in Action
The research produced actionable segmentation for
mobile operators
Operators can use analytics to segment their customer’s
digital lifestyle and capitalize from the value they give to the
connectivity
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4. A Map of the Digital Lifestyle Profiles
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5. The Digital Lifestyle Profile Details
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6. Device Usage Patterns
X
•
Y
Watches videos on iPad
•
Watches videos on a PC
tethered to his iPhone
Put Y on a Tethering Plan that is better suited
to mobile video streaming habits
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Confidential

7. Smartphone Calling Patterns
X
• Uses only voice calls
Y
• Uses Viber for outgoing calls
Offer Y premium VoIP delivery that guarantees
QoE and generates additional ARPU
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Confidential

8. Social Sharing Patterns
X
• Shares photos in the
evening Auto backup from
iPhone to iCloud
Y
• Prefers live video broadcast
with Bambuser
Target Y with a plan that guarantees fast video
upload
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Confidential

9. Value Based Offering
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Classification of traffic on the basis
of application type enables
broadband service providers to
offer subscribers more
personalized and tailored service
plans.
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10. Example of Application Based Charging
Operators are
offering
subscribers the
choice between
different levels of
access to different
applications. Such
as unlimited zero
rated social media
usage or VoIP
minutes
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11. Parental Control – Opt In Services
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Access to inappropriate content
and websites on the Internet is a
very real issue and has led to
consumer demand for effective and
easily-deployed solutions for safe
browsing.
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12. Parental Control Example
Pre-defined
Profiles (eg. Teenager)
Full Personalization
Per Category Filtering
Time of Day
Policies
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13. Deploying Parental Control
•
•
•
Enforce Parental Control profiles
TDF Filter in real-time
OCS
PCRF
SPR
Charge for value added service
Sd
Gyn
SGW
EPC
PGW
SGi
TDF
Internet
eNodeB
Video
Optimization
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Parental
Control
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14. Broadband Analytics
Providing Breakthrough Network
Business Intelligence
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15. What can Broadband Analytics
Answer?
What are the
Financial
Implications?
Management
• Summary
Dashboards to
view, e.g. revenue
lost to OTT
applications,
OpEx saved by
traffic
management
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What is the
Subscriber
Doing?
Marketing
• Subscriber
segmentation
using
• Service package
planning and
verification
How should
I Plan my
Network?
What
Happened?
Customer Care
• ability to track
and analyze data
for each
customer
Operations
• Network usage
monitoring
• Subscriber level
troubleshooting
Engineering
• Trend analysis
• Capacity planning
• Impact of usage
on control pane
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16. Analytics Front End or Data Source? - Both
Analytics Front-End
Multiple ways to
query, manipulate
and present data
collected by inline
platforms as well as
other operator
systems
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Data Source
Raw traffic attributes
and metrics from the
network that are
transformed into a
single data source
semantically ready for
lookups to gain
valuable business
insights.
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17. The Data Source Elements
Inline platforms monitor all activity on the network
High resolution raw data records are collected from the user
plane and control plane
Data records are transformed into modeled data and stored in
a well defined big data warehouse.
Data is enriched with attributes, calculated metrics and feeds
from external systems
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Modeled data is semantically presented as intuitive business
objects and can be exported analytics application or business
tool
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18. Broadband Analytics Comprehensive
Solution
Inline Platforms
Other System
CRM
OSS
BSS
Data
Mediator
Raw data records
Pre-Configured Reports
Data
Warehouse
Self-Service Analysis
Presentations
& User
Interface
Export
Export
CRM, Billing, BI,
Analytics
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Export
BI, Data Analysis Tools
Management, Marketing
Engineering, Finance
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19. Choosing Broadband Analytics
Solution
Service Provider Check List
•
•
•
•
•
•
Coverage of multiple network
access types
Impact on core element load
(e.g. PGWBRAS)
Quality of application
detection
Keeping application detection
up to date
Support for various level of
analytics like network, device,
application and web browsing
Handling of policy
enforcement at the same level
of accuracy
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20. Choosing Broadband Analytics
Solution
Service Provider Check List (II)
•
•
High speed data
collection to
Mechanisms to
control data loads and
guarantee
confidentiality
• Compression
• User defined filters
– obfuscation of raw data
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21. Actionable Intelligence – the next step
Understand user context in real time
Act on information collected
• Classify user need
Tune offering
• Classify relevant offering partners
Alert partners to trigger partner offering
• Real-time notifications including user
classification, geographic zone, type of de device
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22. Summary - What Makes Analytics Solutions
you can really work with
Carrier Grade Solution,
• built to handle large and
growing volumes,
• modular and resilient
design expands
seamlessly in both
virtualized and nonvirtualized environments
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Self service interactive
approach for generating
reports that allows
operations, engineering and
marketing experts to mine
the data that is relevant to
them; to visualize complex
events; and to model what-if
outcomes
Rich Data Source Collects
raw network data and turns it
into a full complement of
accurate data records able to
enrich data records with
feeds from external systems.
Modeled data is stored in a
purpose built big data
warehouse
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23. Thank
You
Eyal Yaron
eyaron@allot.com
12/29/2013
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