I had the opportunity to showcase our Big Data Analytics capabilities at the Mobile World Congress 2015, Barcelona, Spain (2nd to 5th March). It is really hard to cover the innovations and showcases from 2500+ participating organizations (includes operators, device/chip set manufacturers, R&D companies, internet companies, professional bodies, System Integrators) participated in the event. Few of the notable highlights are:
5G reality by 2020: Stopping a driverless car travelling at 100kph would extend braking distance by another 1.4 meters due to LTE (4G) latency, but only 2.8cm with 5G. It is an interesting business case highlighted as a 5G reality.
Launch of Connected Objects: A large showcase of connected cars, and wearables - including connected jewellery, which saw the showcase center crowded with female participants.
Debate on Net Neutrality: Regulatory bodies’ views on Net neutrality still does not provide enough freedom to operators for data monetization compared to internet companies like Google, NetFlix etc.,
Role of Google and Facebook: Google prefers to be a connectivity provider whereas Facebook offers free internet access (internet.org) to developing countries, quoting an increased customer base to operators for paid services.
In the midst of all the above showcases and discussions, most of the innovative solutions and offerings centered on IoT & Customer Experience, which essentially require a Big Data platform to manage the speed of data capture, storage, transformation and bringing insights with lowest latency possible.
The take aways are:
Subscriber Data Monetization:
Free public Wi-Fi from a leading operator helped a restaurant enable digital marketing by analyzing visitors’ behavior patterns in terms of internet usage and eating habits. The enteprises focuses on this subject area should be Mobile Virtual Network Operators and Indoor Service Providers (WiFi/Network Equipment Providers)
Internet of Things (IoT) Monetization:
Anticipated IoT Average Revenue Per User (ARPU) is low, the operator should step up to build a data management platform to bring real value that many carriers can bring to a partnership, whether it is with automobile manufacturer or a healthcare company. The service providers focusing on M2M offerings should focus on this subject area.
Offering predictive marketing software to improve online campaign click-through rates from 4% to more than 45% by correlating subscriber usage behavior with the subscriber location and device used. This seems to be on trail run as per the solution provider. If the findings are too in the real life scenarios, it will be a interesting offerings for the entire communication industry focuses on Business to Consumer segments.
Mobile Performance Insights:
Crowd sourced QoE analysis by installing device-agent to collect real time performance data for analytics from moving vehicles or buildings. Store the data for analysis in a big data platform. It helps to the mobile network operator to measure the performance and be transparent with the subscriber on the performance of the network at any point in time of the day.
In conclusion, System integrators have huge opportunities alongside IoT evaluation to partner with operators, network R&D companies, Automotive, Utilities and Internet companies.