Written By Kiran Matty, Marketing Manager, and Ola Mabadeje, Marketing Manager
If “Big Data” is crude oil, then Analytics is its refinery. According to a Cisco IBSG report, “if ‘crude” data can be extracted, refined, and piped to where it can impact decisions, its value will soar”. The trends, patterns, and insights that can be gathered from the various sources of Big Data are virtually limitless. However, this blog shall primarily focus on the analytics that can be generated by refining i.e. analyzing the data that’s resident in a mobile network and is largely untapped.
According to Cisco VNI, the number of connected devices will be three times the global population by 2017 and the global IP traffic will also increase threefold in the same time frame. Mobile Networks have not only been primed to sustain this onslaught but have also transformed into a programmable platform that can collect, correlate, and contextualize data rapidly. Network data, Policy, and Analytics interplay in a multitude of ways and form the basis of Data in Motion that’s at the heart of network monetization.
Hidden opportunities exist in the market gaps
As you might be aware, CPM (Cost per Mille) for mobile Ads is lower than that of other advertising media such as online, television, etc. This is because mobile Ads are generally untargeted, which leads to ineffective Ad campaigns, and could be attributed to a large extent to the lack of contextual awareness vis-à-vis location, demographics, browsing history, network conditions, screen size, etc. Although market researchers have perfected the measurements for other advertising media, they haven’t yet cracked the nut for mobile and the mobile metrics remain fuzzy at best which is impeding the flow of advertising dollars to mobile. On the other hand, as much as we love applications like Apple Siri and FaceTime, Angry Birds, etc., and devices like the Apple iPhone, they have turned out to be an operational nightmare in certain cases for the mobile operators around the world because of the data and signaling Tsunami that they can potentially bring about. This is due in part to lack of network analytics that can predict such surges in the network traffic with reasonable accuracy to allow for timely management of the network in terms of network capacity and bandwidth. This would eventually lead to operational efficiency and hence cost savings. Further, think about Internet of Everything and the 50 billion devices that would come online by 2020!
Mobile network operators are well positioned to address the above pain-points. With access to millions of subscribers, they can predict network and consumer behavior with high degree of accuracy quite simply because of the law of large numbers. Unlike many pure-play analytics vendors, network operators have direct access to data from a variety of sources such as CDN (Content Delivery Network), devices, applications, network billing and charging systems, not to mention the various mobile network elements. Some may even have access to subscriber Wi-Fi data. Lastly, many have the cloud infrastructure that’s needed for analyzing data at a bigger scale.
Translating opportunities to $$$ Read More »
Tags: data, data in motion, mobility, Service Provider
Written by Sailesh Krishnamurthy, Principal Engineer
Service providers around the world are seeing an unprecedented explosion of data in their networks. This explosion is characterized by the “Three Vs” (volume, variety and velocity) that are the typical hallmarks of challenging data problems. The service providers that embrace these problems creatively stand to unlock enormous monetization opportunities. The good news is that service providers are uniquely positioned to correlate and analyze data from across the ecosystem (client, network and cloud).
This blog post will describe some of these analytics opportunities. In my next post, I’ll discuss Cisco’s strategic plans to help service providers in this process with Cisco Prime Analytics.
The data explosion in service provider networks is extremely diverse (“Variety”) and comes from various sources including:
- Mobile Data. Location, presence, devices and customers.
- Video Growth. Projected to be 65% of mobile and 90% of fixed traffic by 2015.
- Machine-2-Machine (M2M): 225 M2M connections by 2014— from vending machines and ATMs to connected vehicles.
- Commerce. Mobile payment platforms and local offers.
- Smart Networks. Capable of bandwidth optimization, content placement, SDN, and more.
- Social Media. Consumer behavior, targeted advertisements.
- Cloud (XaaS). All data moving to the cloud leading to more app-cloud interactions.
Unlike other players (manufacturers, content/service/app providers), service providers are Read More »
Tags: analytics, data explosion, Service Provider
With the explosion of movies and TV programs available to consumers on any device, traditionally siloed content management systems are straining to keep up. Complicating things further is auxiliary content around each title such as poster artwork, chapter thumbnails, supplementary videos. Throw in to the mix music, e-books and digital comics and the content management challenges become near impossible. Unifying the content management systems is key to solving these challenges, and Cisco Videoscape Media Suite is the unified CMS leading the way.
Learn more about digital media content management by joining our webinar this week.
Title: Unifying Digital Media Content Management – Handling the Complexity Of All Media
Date: Thursday, July 18 Read More »
Tags: Service Provider, video, videoscape, webcast
This is my third blog under the series of Internet of Everything (IoE) Security having written the Introduction, and having proposed proposed an architectural view.
To address the highly diverse IoE environment and the related security challenges, a flexible security framework is required.
Our framework is comprised of three generalized components:
- Authorization and Access Control
- Network Enforced Policy
Surrounding all three components, we specify a fourth, Secure Intelligence Operations including Visibility and Control.
The components are summarized below: Read More »
Tags: Internet of Everything, IoE, Service Provider
In the decade or so that Wi-Fi has existed, most technologists and mobile industry executives viewed it as the “poor cousin” to licensed mobile communications. Now mobile operators around the world are asking how they can effectively use Wi-Fi to help them cope with the huge surge in mobile data traffic and to meet customer needs and expectations. In addition, they are all eager to understand how they can make money from Wi-Fi and to make the business case to justify investments in deploying Wi-Fi networks.
As many leading SPs are now discovering building a Wi-Fi network creates not only significant business value, but creates a virtuous circle that leads to ever-increasing sources of new Wi-Fi value. As the Wi-Fi Monetization Virtuous Circle outlined below shows, the reinforcing network and scale effects of Wi-Fi investments not only deliver unique business benefits at each of the levels, but also establish a valuable platform to exploit additional monetization opportunities at the next level.
Read More »
Tags: business models, Cisco, Cisco Consulting Services, mobile, mobile data, mobile devices, mobile networks, mobile operators, monetization, service providers, wi-fi