Good Morning Class!! In today’s blog I will talk about the relationship that exists between Big Data and telecommunications companies.
Big Data and the telecommunications market have for some time been strategic alliances that undoubtedly are fundamental for the future of one of the sectors currently suffering from the demands of customers and the need to have elements that allow, the companies, significantly outperform a growing competition. These issues are particularly relevant in the case of mobile operators, companies that are confined to an increasingly open area and with a very high competitiveness today, but still with a significant operating margin to accommodate Recent creation.
The telecommunications market is highly competitive but still offers exciting opportunities. For all this, it is easy to understand why the telecommunications sector has been betting in a clear and seamless way, for some years, by Big Data and the added value that data analysis contributes to the operations of its model Business, operations undoubtedly closely linked to the treatment with the data and the obtaining of sensitive information through them.
The importance of Big Data in the telecommunications sector
To fully understand Big Data’s importance to companies in the telecommunications sector, it is necessary to talk about the types of data that are most sensitive to these organizations, which, as we shall see, have very defining characteristics.
Companies in the telecom sector use mainly two types of data:
Static data: these are the data we usually refer to when talking about Big Data; Provide more or less static information about consumer habits, consumer preferences and others that allow segmenting the target audience, or detect trends with a certain foresight. These are more complete, reliable and secure data, but leave little room for new opportunities if we take into account the high level of competitiveness and, above all, the use of dynamic data for this purpose.
Dynamic data: unlike the static ones, they are enormously fluctuating data and renewed with a much greater frequency. They are less reliable, more incomplete and of inferior quality, but at the same time necessary for the design of possible scenarios that allow to detect and take advantage of windows of opportunity, provided that the analytical and data management tools are adequate.
We see, therefore, that dealing with the data (especially the dynamic ones) is the hardest part of the sector. An operator or telecommunications company able to detect the new windows of opportunity that are opened has real possibilities to take advantage of the competition. Data analysis, advanced analytics and design of possible scenarios, essential elements in a sector as competitive as the telecom.
Telefónica, one of the leading companies in the telecommunications sector, is a good example to see how they apply the Big Data in their company:
At Telefónica, they believe that big data helps improve people’s lives. The potential of data analysis to have a positive impact on the world is immense, the data being fully anonymous and aggregated and always preserving the privacy of people.
The ubiquity of technology, a technology that is connected (such as mobiles), generates huge amounts of data (known as Big Data) on human behavior. By analyzing these large amounts of data, it is possible to construct models about people’s preferences, tastes, needs and behavior – both individually and as an aggregate – which opens up a wide range of possibilities for improving our experience when interacting With the technology, the evolution of products and the creation of new personalized and really relevant services.
Aggregate data allow the establishment of behavior patterns (for example, mobility) and predictive models of cities, regions or even entire countries, thanks to the use of artificial intelligence, pattern discovery and machine learning techniques. In Telefónica, the analysis of the big data is done through large amounts of anonymous and encrypted data that are collected from the traffic records in the mobile phone antennas, always maintaining anonymity and respecting privacy at all times.
When the analysis of these data is done for social purposes, what we know as big social data is born. The work of researchers, including those from Telefonica, provides valuable information to public and private institutions to facilitate decision-making and to guide their actions, such as natural disasters, to fight epidemics expansion, improve control of Crime, increase agricultural productivity or optimize medical diagnoses, among others.
The “Big Data for Social Good” is a pioneering area of research within Telefónica I + D, whose objective is to show that, by analyzing human behavior data, advances can be made and the world improved.
Thus, among the social projects in which Telefónica has applied its research on big data, we find, for example, the calculation – based on mobile data – of the socioeconomic levels of certain developing populations, to contribute to their growth ; The analysis in Mexico of the impact of government measures to contain the outbreak of influenza A and the mobility of people during different natural disasters; Or the prediction of zones with high criminality from the patterns on the dynamics of the city.
These projects have been praised by the scientific community and have resulted in partnerships with, among others, the United Nations, MIT, DataPopAlliance and various governments from around the world, with which Telefónica’s Collaborating
DATA TRANSPARENCY LAB
In order to promote the transparency and privacy of personal data captured online, Telefónica I + D is one of the founders of the Data Transparency Lab, together with the MIT Human Dynamics Lab, Mozilla, the Open Data Institute and the Center for the Digital Economy of University of Surrey.
Technologists, researchers, policy makers and industry representatives promote scientific research and the design and development of new tools that allow the control of the use of personal data captured online. With this, we also want to reach the end user, with the goal of making a Web more transparent and secure.
It seeks to promote the sustainability of the Web economy through the responsible and transparent use of advertising, e-commerce and online analytics.
At Telefónica they are building a fourth customer knowledge platform (AURA), closely linked to Big Data and Artificial Intelligence, which will change the rules of the game, helping the client regain the sovereignty of their digital life. Chema Alonso, the group’s Chief Data Officer, leads the strategy of Big Data and this new platform.
Thanks to the application of cognitive abilities, it will be the basis for a new model of relationship with its clients. Thus, through AURA, users will be able to manage their digital experience with the company, as well as transparently and securely control the data generated by the use of their products and services. Telefónica thus begins a new stage in its transformation process towards a telco onlife and becomes the first company in the sector that will offer its clients the possibility of managing in a natural way their relationship with the company thanks to the cognitive intelligence.
AURA redefines the interaction between Telefónica and its customers. It will offer security and simplicity in the forms, transparency and control over your personal data, also facilitating the discovery of new uses to put them in value and all through multiple channels and devices.
“Cognitive intelligence will allow us to better understand our customers, to relate to us in a more natural and easy way and to generate a new relationship of trust with them based on transparency and control over their data,” he said. AURA presentation event José María Álvarez-Pallete, President of Telefónica. “We are pioneers in this model of relationship, never before the users of telecommunications services have been able to talk to the networks in real time. We are broadening the relationship with our customers, seeking to increase their satisfaction and opening up new possibilities so that they can enrich their digital life with us. “