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.
I’m here at the 2013 SITA Air Transport IT Summit in Brussels with hundreds of the industry’s decision makers gathered to hear CEO’s and CIO’s address the community. In partnership with SITA, Cisco displayed the next generation of passenger monitoring and flow management solutions using Cisco Connected Mobile Experiences (CMX) Solution and SITA’s industry specific customizations at the summit.
The main themes emerging in the sessions from the experts sharing their insights for the future of the industry are the ‘mobile explosion’, the demands of next generation passengers and, of course, the challenges of business intelligence & Big Data.
After talking with many people about their visions and concerns for the future of the industry, it’s clear to me how CMX can help airport organizations stay aligned with these trends and overcome the industry challenges in order to be more efficient, profitable and competitive. Read More »
Almost everyone has heard of the “cloud,” as a result of advertising by computer companies and frequent mentions in the news media. “Cloud” refers to technology resources used by an organization that are not at their own location, but available over the global data communications network (otherwise called the Internet). Moreover, the cloud is not just a question of getting access to some big data center in the sky; ultimately, it means gaining authorized access to any data or computing resource that is part of the Internet, and even combining data and software components from physically distant computers.
Public officials may have heard about how the cloud is being used in the public sector. For example, the United States Conference of Mayors had a session on this at its 2011 meeting where various mayors spoke about how their cities were using such services as shared email “in the cloud.” At the National Association of Counties, there have been sessions describing a cloud that is restricted to trusted government agencies at the state and local levels — what some call the “private cloud” because its services are not available to every organization, thus helping preserve the privacy and integrity of government data.
But the reasons state and local government officials might want to use the cloud are not often explained. This post will describe the various ways that the cloud can provide strategic value to state and local governments.
Most people have first heard of the cloud as a means of saving money, which is especially attractive at a time of tighter budgets. So instead of buying hardware and software, a government agency rents what it needs, when it needs it. This approach means you can shift from using bonds and debt service to an approach that matches your IT budget with the real demand each year.
And, often, the software services available in the cloud, such as email, can cost less per employee than licensing equivalent software in-house.
Mobile carriers face no shortage of pain points as new data streams create unprecedented and staggering amounts of information. But it is important to remember that pain points often arrive in tandem with new opportunities.
From my perspective, observing the driving forces shaping the mobile industry, five key trends stand out. All are laced with challenges and opportunities. And each represents a core element in an interconnected system that is pushing the entire marketplace forward, while demanding innovative breakthroughs in monetizing and optimizing data.
On February 25-28, I will be attending Mobile World Congress 2013 in Barcelona. This year’s event is expected to be the largest ever, with 1,500 exhibitors. I expect these five trends will be major sources of discussion:
Video. We are already seeing the true inflection point in video where it becomes mainstream on multiple devices. The mobile and nomadic consumption of video—whether served by mobile carriers or localized Wi-Fi—is popular, commonplace, and growing rapidly. But video will completely reshape the demand side of the industry, creating enormous amounts of data. It threatens to load and clog networks, and it will demand new models for monetization.
“Everywhere we go in the world, the things that we come across aren’t intelligent. Like this wall that I’m looking at, it’s just separating the room from the other side. In actuality, that wall should be intelligent.”
He goes on to say, “The next 10 years [will be] nuts.” I couldn’t agree more.
Cisco defines IoE as bringing together people, process, data, and things to make networked connections more relevant and valuable than ever before—turning information into actions that create new capabilities, richer experiences, and unprecedented economic opportunity for businesses, individuals, and countries.
To help more people “get it,” I thought it would be useful to provide more detail about each of the components—people, process, data, and things—that make up IoE. Read More »