This is about Developing the strategy. considerations, challenges and key ingredients that should be kept in mind.

1. Ahsan Aziz Khan
Executive Vice President

2. Nanga Parbat Mountain – 8125 M (8th highest in the world)

3. Teledensity (July 2015)
(Total 63.6%)
Cellular
61.4%
Fixed
1.7%
WLL
0.6%
PAKISTAN TELECOM MARKET
Market Share
Fixed
96%
Mobile
17%
WLL
47%
Fixed
Broadband
88%

4. Big Data - Big Potential
Not only for Telcos but also for other industries
Telcos Perspective
Issues and challenges
Big Data Strategy Ingredients & Considerations
Center of Excellence (CoE)
Group level platforms

5. 2014
However, not seen anywhere in
Hype cycle 2015

6. • Telcos are facing
severe pressure
from OTTs.
Big Data -Big
Potential
• Facebook,
WhatsAPP, Line,
Tango, Skype,
Twitter.
Big Data -Big
Potential
• Main earnings of
OTTs is coming out
of the Data and
content they
possess.
Big Data -Big
Potential
BIG DATA - BIG POTENTIAL

7. • WhatsApp
acquired by
Facebook in
• USD 19 B.
Big Data -Big
Potential
• Alcatel-Lucent
acquisition by
Nokia in
• USD 16.6 B.
Big Data -Big
Potential
• Shows where the
value is…..
Big Data -Big
Potential
BIG DATA- BIG POTENTIAL

8. Potential of Big Data
Big Data technology and services market will grow at a 26.4%
compound annual growth rate to $41.5 billion through 2018
About six times the growth rate of the overall information
technology market –
IDC Survey
Definitive source of competitive
advantage
Being used across multiple industries
• To improve operational
efficiency
• To Generate new
revenue stream

9. Telcos Perspective
(Current Situation)BIGDATA
Eroding revenue in traditional revenue streams
Changing business models
Disruptive innovation

10. Telcos perspective
(What they need to do)
TelcosNeed
Improve operational efficiency, optimizing costs
Generating new revenue stream
Collaboration/partnership with other industry verticals for many
new opportunities
Enhance Customers Experience for retention and revenue growth

11. Big Data – Telecom Case Studies
Telecom Italia (SKIL) – R&D
Symantec and Knowledge innovation lab
Mobistar and Kabel Deutschland – using
big data to accelerate their fraud
detection efforts
Singtel initiative to use Big Data to tap
into advertising domain

12. Big Data – Telecom Case Studies
Telefonica Dynamic insights a Big Data
initiative
Orange - Research and applications for
mobile "Big Data" towards achieving
socioeconomic development goals
Telstra Health relies on Big Data
Acquired Dr Foster a UK based e-health
advisory

13. Big Data – Telecom Case Studies
Malaysia’s Celcom Axiata leveraged high
performance analytics to optimize its marketing
campaigns & deliver over $50 million in annual
incremental revenue.
Singtel’s DataSpark develops data analytics, which
leverages (anonymized) location analytics to
derive mobility patterns and customer insights.
SK Telecom’s Geovision offers statistical
database/map combination for analyzing
purchasing patterns of customers based on
age/time/location.

14. Important Aspects of Strategy
3 Major Aspects
Business Oriented
Solution and Platform
Processes and Governance

15. Dimensions of Strategy
Internal
Related to internal efficiency,
business improvement, cost
savings
Offers, service improvement,
new products
External
Related to new revenue streams
Partnerships/collaborations

16. Some Example Use Cases
•In Real time, near real time and offline
•While browsing and based on browsing history
•Location, usage and device based
•During a live interactions cross and upselling
•Prepaid to post paid conversion
Personalized offers
•During network fallout
•Based upon analysis on congestion and service degradation
•Field Technician assignment and arrival optimization
Personalized proactive
customer care based upon
•Selling anonymously the insights
•Partnering with other industries for running advertising campaigns
Monetizing CSP data
through analyzing it
Revenue Assurance, Fraud management and Security
These are just a few ------- Tip of the Wealth it has

17. Big Data Strategy
Need to
implement a
compelling
strategy
covering
- Business use case
scenarios
- Reference Architecture
- Assessing existing
capabilities
- Required capabilities
- Assessing Value of
partnerships and
collaborations
Roadmap to
implement
strategy

18. Common Challenges
Relatively new technology, Every one talks about it but very few really know
TCO is relatively high as no one size fits all solution available
Scarce technical expertise and understanding of business cases available in Telcos
Needs lots of R&D, hit & trial approach and Telcos resources are busy in day to
day operations
Since revenues are soaring, it is difficult for Telcos
- to do large investments
- where business cases are not clearly known and difficult to perceive.

19. A Center of Excellence
(CoE)
or a Big Data LAB
is the agile, viable, cost
effective and result
oriented approach to BD
challenges

20. What CENTER OF ECELLENCE will do ???
CENTER OF ECELLENCE WILL
Developing a Big data platform keeping in view Reference Architecture.
Incubating the business use cases identified by the BD Strategy with standard
interfaces.
• Awareness and orientation of BD Strategy.
• Selection and prioritization of use cases
• Implementing Big Data Strategy.
• Implementing Big Data incubated Use cases.
Business
Involvement
Building capabilities to offer BD as a Service to other industries/Governments.

21. CoE: Big Data as a Service
Lots of industries see a great potential.
Do not have expertise and wealth of data as Telcos have.
New revenue generation opportunities through partnerships and
collaborations with other industry verticals
Airline, Hospitality, Tourism, Transportation
Healthcare, Utilities
Government

22. Roadmap
Big Data Strategic
architecture
development
(X Month )
Business Involvement
(Selection and
prioritization of Use case)
Roadmap and plan for
the CoE-
X Month After Approval
of Big Data Strategy
Implementation of CoE
(Big Data Lab)
-X Months Infrastructure
setup.
Start producing use cases
(X months)
Implementing incubated
use cases with partners
and in production
On going - as per
priorities set and
requirements

23. How to develop Big Data Strategy Conclusive Comments
Understanding the opportunity, existing capability of your organization
and overall direction
Identifying and analysing the use cases
Building the business cases
Think big, start small
Value of partnerships

24. Thank you
Ahsan.aziz@ptcl.net.pk
ahsantan@gmail.com
Twitter: @ehsantan
Can be reached at