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GEO
ANALYTICS
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ADDING VALUE
TO BIG DATA
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GEO-ANALYTICS:
ADDING VALUE TO BIG DATA
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Page 4 Executive summary
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The origins of geo-analytics
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Some way to go
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GEO-ANALYTICS:
ADDING VALUE TO BIG DATA

Executive summary
Almost unbelievably large quantities of data identified are: the big data phenomenon itself;
are being generated in the modern, networked the seemingly unstoppable growth in the
digital world. Much of this data has a geospatial use of mobile and wireless location-enabled
component – some 80 percent is a figure often devices and systems; and the widening
quoted in the analytics industry. adoption of Geographic Information System
Although some question the exact (GIS) technology.
percentage, it’s undeniable that human Section 2 is an account of the development
activities, events, transactions, business of geo-analytics and an analysis of some of the
processes and asset management all have a challenges attached to the greater deployment
location context. and scaling of geo-analytics solutions. As well
Equally undeniable is the proliferation of as being able to handle the ‘Vs’ of big data (the
smartphones, wireless devices and other growing list includes volume, value, variety,
communications or telematics technologies velocity, veracity and viability), particular
that are being harnessed to specifically access concerns are privacy, lack of standards and
geospatial data. location granularity.
Today the contention is that a number of Section 3 describes some geo-analytics
significant business benefits will result from solutions and services. Three main prospective
the ability to harvest, clean, homogenize, deliverables for digital service providers are
authenticate and analyze this geographic more efficient internal operations, improved
data in a cost-effective and timely manner. customer experiences, and new revenue
These benefits include improved agility and earning services.
efficiency, the identification of new commercial Section 4 examines the impediments to the
opportunities, increased competitiveness, and continued growth of geo-analytics, with lack of
reduced risk. standardization and the need to change mind-
Section 1 of this report takes a look at what sets looming large. Finally we list some possible
geo-analytics are and considers what factors future digital services enabled by geo-analytics,
are contributing to the rise of interest in the highlighting opportunities in the machine-to-
growth of big data analytics. Among the drivers machine, eHealth and smart grid sectors.

“Although the exact percentage is debated, it’s undeniable that

human activities, events, transactions, business processes and asset
management all have a location context .”

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Geo-analytics could become indispensable

in the big data analytics ecosystem

Section 1

The origins of geo-analytics

To some extent geo-analytics mean different can be collected from, people, processes
things to different people. For some geo- and machines has become improbably large.
analytics tends to denote an emerging element Indeed, things are now approaching the point
– at least in the commercial world – of big where even the largest of the established
data analytics. For others, it’s Geographic units of measurement for data quantities are
or Geospatial Information Systems (GISs) becoming too small to adequately describe the
teamed with a range of business intelligence scale.
(BI) and information management systems There are continuing efforts to quantify
and processes. For yet others it is the latest and describe these big data volumes using
iteration of GIS technologies. Meantime, some terminology that non-technical audiences could
individuals see geo-analytics as what happens comprehend. In November 2013 a story in
when advanced digital mapping technology The Guardian newspaper cited a report from
meets the ‘Internet of Things’ (which also has investment banking firm GP Bullhound that
a number of interpretations). contained an infographic account of a minute in
As befits an activity that lacks precise the life of the Internet.
definition, a number of observers use the This report1 suggested that in the space
terms ‘geo-analytics’, ‘geospatial analytics’, of 60 seconds, 208,000 photographs were
‘location intelligence’, ‘location analytics’, and uploaded to Facebook, 350,00 tweets took
‘geo-enabled data’ synonymously. place on Twitter, 100 hours of video were
This notwithstanding, it’s probably the uploaded to YouTube, 120 new accounts
case that few would take strong exception were opened on LinkedIn, 3.5 million search
to the idea that geo-analytics is a potentially queries were handled by Google, and Amazon.
indispensable part of the big data analytics com took $118,000 in revenue. It’s highly
ecosystem. Again there’s some consensus likely, though, that most estimates of big data
that the aim of geo-analytics practitioners volumes will be out of date by the time they
is to collect, examine and evaluate different are published.
types of data in their geographic or geospatial Big data is not necessarily of value in itself.
contexts and, in combination with a range of However in recent years the development of
other analytics and business tools, improve technology to enable the economic collection,
the decision-making, the asset management analysis and evaluation of big data has come
and exploitation capabilities, and the overall to be seen as a key to unlocking any number
efficiency and/or profitability of organizations of business benefits. These benefits include
and enterprises. improving market agility and efficiency,
refining marketing campaigns, identifying
Big data big time new commercial opportunities, increasing
One starting point for the geo-analytics story competitiveness, lessening risk and preventing
is the overall big data phenomenon itself. fraud.
With the ongoing worldwide shift from offline, Estimates of the value of the big data
unconnected to online, networked societies, analytics systems and services market very
the amount of data generated by, and that considerably. In its Worldwide Big Data

1
http://www.theguardian.com/news/2013/nov/22/rapid-development-in-big-data-analytics-has-led-to-increased-investment

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GEO-ANALYTICS:
ADDING VALUE TO BIG DATA

Technology and Services 2013-2017 Forecast Putting IT on the map

announced in December 2013, International A third relevant consideration in the growth
Data Corporation (IDC) forecasts that the big of interest in geo-analytics is the increased
data technology and services market would use of GISs in many commercial and industry
grow at a 27 percent compound annual growth sectors to expand the scope and utility of
rate (CAGR) to $32.4 billion through 2017 – or existing enterprise and corporate management
about six times the growth rate of the overall and business support systems. As the name
Information and Communication Technology suggests, a GIS uses hardware, software and
market. data to acquire, manage, manipulate, assess and
display geographically referenced information.
On the move This information can be displayed in the form
A second development that is sponsoring of maps, charts and reports, with multiple
the proliferation of geo-analytics, and one different layers of information overlaid in a
which is closely associated with the rise of single display.
big data is the tremendous recent growth in It is now becoming accepted that the
the production of, and the ability to harvest, addition of interactive geographic location and
geographic- and time-referenced data. In turn, mapping to the data captured and generated
this is the product of the famous adoption by enterprises and organizations can greatly
of mobile technologies in general, and the improve understanding of that data. It
rocketing popularity of smart location-enabled potentially reveals relationships, patterns,
devices such as smartphones, tablets and trends, opportunities and risks that may not
phablets. be evident with the same data presented in a
One estimate from the International spreadsheet and other forms.
Telecommunication Union is that the number In the context of associating GIS with geo-
of mobile phone subscriptions worldwide analytics, some interesting data were revealed
will hit 7 billion this year. According to IDC, in Business Trends in Location Analytics:
of the 1.7 billion smart connected devices Exploring the Impact of Geographic Context
predicted to ship in 2014, some 1.4 billion On Business Processes 2 a study sponsored
will be smartphones and tablets. And quite by Esri and published by Ventana Research in
apart from smart mobile devices, the location September 2013. It found that the tools used
data generated by future machine-to-machine for location analytics have an important impact
(M2M) services and applications is predicted to on how organizations view such analytics.
be enormous. According to this research, heavy users of
“Almost every smartphone in the world a GIS are the most often very satisfied (49
has a navigation capability,” points out Craig percent), and heavy users of spreadsheets are
Bachmann, Director, Industry Initiatives, very satisfied least often (16 percent). Among
TM Forum. “And then there’s the M2M those saying that the use of location analytics
element. So you now have the ability to collect has improved their results, spreadsheet users
an unprecedented amount of location data ranked last (35 percent), some way behind
along with transactions and events.” users of a GIS (55 percent).

2
http://www.esri.com/~/media/Files/Pdfs/landing-pages/products/ventana-la-2013.pdf?WT.mc_id=EmailCampaignb16787

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Geo-analytics must be able to process, analyze,

interpret and evaluate huge quantities of data

Section 2

Some way to go
The preceding section of this report should Volume. As described earlier, big data
not be taken to imply that geo-analytics are in volumes are now reaching the point where
any way already a widespread ‘done deal’. In established units of measurement are
practice, although the use of geo-analytics by becoming inadequate to convey what amounts
military forces and security agencies is well of data are capable of being generated,
established, in many other sectors it’s at the captured, stored and analyzed. A zettabyte,
beginning of a rising adoption curve. In the or around a trillion gigabytes, was once
digital services arena, geo-analytics applications undeniably in the big data big league. But last
have a higher visibility in internal operations, year the 2013 Visual Networking Index (VNI)
mobile workforce management and customer produced by Cisco Systems forecast that
experience than as enablers of new, revenue- annual global IP traffic alone would reach the
earning services and applications. zettabyte threshold by the end of 2015, and
To scale the implementation and operation of could reach 1.4 zettabytes per year by 2017.
geo-analytics systems, solutions to a number Now industry experts are talking of data in
of serious challenges are needed. Some yottabyte – around one thousand zettabytes -
apply to big data analytics in general. Others quantities.
may be more difficult to solve due to location
components being present in the big data Variety. The variety of structured and
mix. Yet others are specific to the geospatial unstructured data being produced on a daily
environment. basis is huge. A non-exhaustive list of the
types of traceable information would include
Challenges in the big data ecosystem SMS, MMS, IM, audio, cell phone calls, mobile
As with other spheres of big data analytics, apps, IVR, emails, tweets, social networking
to produce the most useful outcomes geo- posts, GIS data, business intelligence,
analytics must be able to accommodate, transaction information, photographs, videos,
process, analyze, interpret and evaluate huge IP traffic, web searches, RFID data, M2M, data
quantities of data, of many different types and bases and reports.
formats, and at very high speed.
The three ‘V’ model was devised by Gartner Velocity. The speed at which, to be useful,
Inc to describe these attributes of big data: data needs to be harvested and analyzed is
‘Volume’, ‘Variety’ and ‘Velocity’. ‘Veracity’ increasing, with the progression from batch,
was a fourth ‘V’ data attribute added by IBM, through periodic to near real-time and real-time
and TM Forum’s Managing Director, Insights processing and analysis. Examples of real-time
Research, Rob Rich added ‘Value’, and uses include making timely offers to customers
“Viability’ is an increasingly important attribute. and charging.

“With M2M you now have the ability to collect an unprecedented amount
of location data along with transactions and events.”

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GEO-ANALYTICS:
ADDING VALUE TO BIG DATA

Veracity. This concerns being able to assess to location data – perhaps more so than at the
the quality, consistency, completeness, and so big data level,” says Léger, who is also editor
integrity, of the data being captured. Here the of the LBX Journal.
emphasis is on the efficacy of data cleaning “The challenge here is not so much the
and validation. technology to manage and guarantee privacy
rules are observed with location data,” adds
Viability. This describes the circumstances, Arthur Berrill, Chief Technology Officer of
and the context in which actions prompted by location-based information and data quality
analyzing big data, are likely to positively or specialist DMTI Spatial. “It is more the
negatively impact outcomes. In an extreme understanding of just how deeply geo-analysis is
example, it is probable that an SMS offer of capable of violating privacy rules even with the
a discounted holiday would be wasted on permission of the user or supplier of the data.”
most individuals who had been tweeting, in Léger argues that much more transparency
the vicinity of the sponsoring travel company, in how location data is collected, how it’s used
about a family bereavement. and how it’s being distributed will be required
for the use of geo-analytics to achieve its full
Value. In the same way that not all information potential.
extracted from big data analysis is useful, not Above and beyond the issues facing data
all information is valuable. Here the emphasis analytics in general, geo-analytics brings its
is on understanding what data is useful to own set of challenges to the table.
advance particular business cases. A major one, in the view of Léger, is the
difficulty of integrating the new capability
Spatial is special with other business, IT and management
While privacy is an issue for big data analytics, systems. Moving on from that, in the case
according to Natasha Léger, President of the of organizations with extended operations in
Location Forum, concerns about its loss and areas such business intelligence, customer
violation escalate when location data is part of relationship management (CRM) and supply
the deal. “Privacy is an enormous issue relative chain management, there’s the daunting task

“While privacy is an issue for big data analytics, concerns about its
loss and violation escalate when location data is part of the deal.”

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Privacy, standards and accuracy

are challenges for geo-analytics

of getting hold of and uniting the wealth of Reichardt also notes that geospatial
location data that is held on those different information is variously stored as points, vectors
systems. and polygons, point clouds, grid arrays, place
“How are we going to integrate this into names, street addresses, civil engineering files,
workflow?” she asks. “How do you access sensor feeds, references to indoor coordinate
and correlate all of the location data within an systems, and special types of encodings such
enterprise across the different systems on as triangulated irregular networks. “Without
which that data could be residing?” open geospatial encoding standards and service
interface standards for each of these technology
Many incompatibilities types, vendors’ proprietary formats and
Related to this is the need for standards to interfaces would make ‘big geo-analytics’ nearly
bring the data incompatibilities that exist impossible,” he suggests.
between the GIS and the business intelligence A further concern specific to geo-analytics
worlds. “There’s a need for standards to be involves the accuracy of location data. Mike
able to correlate the way the data are stored Carpenter, Vice President and Field Service
in these different systems in order to access Solutions Specialist, TOA Technologies,
them effectively,” say Léger. “They don’t says that while commercial GPS accuracy is
speak the same language at all.” improving and is now in the range of plus or
Nor is it the case that location data itself is minus 10 meters, in some parts of the world
lacking in diversity and incompatibility. As Mark location system accuracy is only at the level
Reichardt, President and CEO of the Open of 100 metres, and sometimes much greater
Geospatial Consortium (OGC) points out, even than that.
simple GPS coordinates can be encoded in a This is of some consequence for enterprises
variety of ways, and though standards exist, and organizations operating across different
most of the major Internet platform providers geographies. “It’s got to be accurate, or you
do not expose location data through published can’t build business processes to rely on it,”
proprietary interfaces, let alone open standard he states.
interfaces.

“There’s a need for standards to be able to correlate the way the data
are stored in these different systems in order to access them effectively.
They don’t speak the same language at all.”

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GEO-ANALYTICS:
ADDING VALUE TO BIG DATA

Section 3

Geo-analytics use cases

Geo-analytics systems of varying degrees of may have most interest in the internal
sophistication can be usefully and profitably operational logistic and efficiency benefits of
deployed by digital service providers to achieve location intelligence.
a number of business objectives. Three are:
improving and streamlining internal operations; Internal affairs
enhancing customers’ experiences; and There is already a GIS-based geo-analytics
launching new applications and services. component in a growing number of digital
To a degree these objectives intersect. For service providers own mobile workforce
example, the internal efficiencies delivered management (see panel below) systems. It’s
by location-enabled mobile workforce clearly useful for service providers to have
management (MWM) can lead to better accurate map representations of the location
customer experience and a higher favorability and disposition of all their network elements
rating of the service provider by the customer. and customer premises. If this is married to a
In turn, this might pre-dispose the customer to spatially-oriented, automated MWM system, it
more readily sign up for new location-enabled becomes possible to optimize routes for repair
services offered by that service provider. and field service staff and prioritize jobs based
However, it’s probable that not all geo- on factors such as customer value, service
analytics opportunities will be equally attractive level agreements (SLAs) and point-of-presence
to all types of digital service providers. For (POP) density.
example, pure-play wireline and cable operators Geo-fencing also enables the detection of

Hitting the road

An example of a service provider commercializing mobile workforce management capabilities
is the deal struck by AT&T with the U.S.-based, business-to-business provider of roadside
assistance, Road America. Customers needing roadside assistance call Road America’s
response centers, where coordinators determine their needs and dispatch mechanics.
Rapid, accurate identification of the caller’s location is critical, yet stranded drivers don’t
always know where they are. One solution relied on maps that were updated quarterly, but
this often led to lengthy phone calls between customers and coordinators, which in turn
delayed the dispatch of mechanics, increased costs and lowered service quality and customer
satisfaction.
Working with AT&T, Road America launched its LocateMe service, utilizing AT&T Location
Information Services, as part of the incoming call process at the response centers. Once the
caller gives their permission, their location is identified through the device they’re using to
make the call, whether it is landline, cell phone or smartphone.
The LocateMe service enables Road America to access cellular and/or geo-location data
from multiple carriers’ networks. According to AT&T the solution reduces waiting times for
callers, helps mechanics get to stranded vehicles faster, increases quality of service, and
decreases average call time.

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Integration of geo-spatial data with other datasets

saves money, increases efficiency and improves records

anomalous vehicle routing and gives a service by geo-analytics is one that applies to the cable
provider the option of letting service personnel industry. In this instance a map of the network
take vehicles home at night and be alerted enables the operator to determine where
to any unauthorized vehicle journeys. This service uptake is below average, and look at
arrangement can save time, cut the number of attributes such as demography and network
miles traveled, and reduce the requirement for performance data to see if these suggest
centralized garaging facilities. reasons for low uptake.
In the context of MWM, the integration of Geo-analytics also allow the service provider
geo-spatial data with other datasets has many to estimate the cost of building a new cable-
advantages, some quantifiable, some less so. run based on the density and type of potential
Among these are: cost savings and increased subscribers along that route. They can
efficiencies; better decision making; improved combine this information with other data like
communication; better record keeping; reduced assessments of target customers’ value from
fleet wear and tear, and maintenance; reduced sales and marketing to estimate the potential
carbon footprint; and increased job satisfaction. return on investment of the project.
With route optimization organizations can
get 10 percent to 20 percent savings, and if Work experience
those organizations can see their fleets on top Geo-analytics can also make a major
of their maps, it’s possible to get another 5 contribution to digital service provider’s efforts
percent to 10 percent just based on being able to improve customer experience. For example,
to see and better organize fleets. they can be used to monitor mobile network
signal quality in spatial terms. This would allow
Internal operations the service provider to offer a differentiated
From being a consumer of location-based service quality based on location according
mobile workforce management solutions, to the historic value of a particular customer
it’s a natural progression for some digital or whether customers were subscribing to a
service providers to become suppliers of these premium or free service.
solutions, particularly if they have built some of A milestone in the development of improved
the requisite competencies in-house, and have customer experience was reached with the
implemented their own internal systems. release of TM Forum’s Customer Experience
Another internal operations scenario enabled Management Index (CEMI). Previously

“With route optimization organizations can get 10 percent to 20 percent savings,

and if those organizations can see their fleets on top of their maps, it’s possible
to get another 5 percent to 10 percent.”

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GEO-ANALYTICS:
ADDING VALUE TO BIG DATA

most customer experience management not just in the customer service activation
measurements have been taken from actual section’,” comments Professor Paul Morrissey,
customer interface exchanges via the network, Head of Data Analytics Group, TM Forum.
call center, trouble desk and billing enquiries, “And let’s measure these touch points against
or through customer surveys. Measurements service providers so that we can see what the
were made of variables such as network average of all these touch points is when we
quality, customer service and billing accuracy. aggregate them.”
Given that most customers today relate their Geo-analytics is part of the CEMI’s big data
experience through other channels – including analytics process. This is because many, if
blogs and social media posts and exchanges not most, digital service providers’ customers
– rather than directly to their service provider, now have a mobile component in their
and given that the range of measurable communications make-up, and geographic
customer attributes is now very large, location can be an important factor in mobile
TM Forum proposed that the CEMI would network coverage and so mobile users’
address a much wider range of standard ‘touch experience.
points’, both direct and indirect, across the Here Professor Morrissey, who is also Chief
whole service provider organization. Strategy and Business Development Officer,
Using big data analytics it would be possible Ventraq, instances location-sensitive attributes
to produce a standardized global business such as the number of dropped calls and
index that could be used to measure one digital signal-to-noise ratio.
service provider against another in terms of
customer experience and satisfaction. Push and pull
“With CEMI we said: ‘Let’s take a standard Geo-analytics also enables digital service
set of touch points that we have with the providers to commercialize new services
customer across the whole business – not just and applications based on the discovered
in the network, not just in the billing section, and mapped proximity of mobile phones

“When marketing messages are not relevant to customers, they become

spam and customers are at risk of churning. Poorly pushed messages
can lead to customer fatigue and ignoring future messages.”

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Location-based services enable delivery

of tailored marketing to mobile devices

How the Big Data Analytics Guidebook can help you

This new guidebook, published as part of Frameworx 13.5 in October 2013, establishes a
crucial linkage between business value that big data analytics can unlock and the big data
technologies and information sources in the document’s pioneering Big Data Reference
Model. It includes more than 30 use cases for big data applications such as real-time,
personalized offers, proactive care and churn prediction.
Characteristic of the pragmatic approach throughout, the guidebook identifies and defines a
suite of building blocks that are needed to realize the use cases.
Please visit www.tmforum.org/BDA2013 to download the guidebook and access other
information and materials on big data analytics – they are free to all employees of TM Forum
member companies and contains lots of help and tools that can be implemented quickly to
gain maximum results.
If you would like to know more and/or participate in our Big Data Analytics Community and
activities, please contact Steve Cotton, Director, Business Assurance Programs, via
[email protected]

and wireless devices to locations that are of churning. Poorly pushed messages can lead
interest to the individuals using those devices. to customer fatigue and customers ignoring
As an example, one of the first generation future messages.
of these location-based services (LBSs) Big data analytics can be used in a number of
could have a user requesting and receiving ways here, including:
information about, directions to, or a map
showing the location of the nearest coffee n To ensure that the mobile marketing
shop, ATM or rail station. This is known as a messages, from a catalogue of most
‘pull’ or ‘active’ service. relevant, pre-defined campaigns, are sent
By contrast, with a ‘push’ or ‘passive’ LBS only when customer arrives or is about to
the user does not specifically request the arrive at certain pre-defined geo-fenced
service at a particular time, but is the recipient locations.
of, say, local advertising or e-coupons based on n To identify products and services that are
the user’s profile. Or the ‘recipient’ could be relevant to a given customer behavior; these
the subject of a parental -monitoring service. products and services are then pushed to the
In the case of many retail-oriented push customer through the appropriate channel
LBSs, big data analytics enters the picture and at the appropriate time.
because, as described in the 30 use cases n To use customer location changes to trigger
outlined in TM Forum’s Big Data Analytics marketing messages and thus increase the
Guide Book (see panel above), when marketing chance of relevancy to what customers
messages are not relevant to customers, they need.
become spam and customers are at risk of

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GEO-ANALYTICS:
ADDING VALUE TO BIG DATA

Section 4

Mapping out the future

To what degree there will be greater of standards to advance interoperability
deployment and utilization of geo-analytics between the different types of location data
by digital service providers is dependent on a and between geo-analytics and business
number of factors. Some of these are related intelligence and enterprise systems.
to technology and standards, some to business Again some advances are evident, with a key
cases, and some to people, management development being the October 2013 liaison
orthodoxies and skill sets. agreement to connect the OGC’s location
standards framework and industry consensus
In the picture process to TM Forum’s core competency
GIS technology is a cornerstone of geo- programs, vertical industry initiatives, and
analytics. Up until recently, though, the Frameworx standards and best practices.
integration of maps and spatial analytics with Through partnership, the TM Forum and the
business data had not been widespread, due Open Geospatial Consortium (OGC) seek to
to the expense of custom integration with collaboratively advance standards-based best
enterprise systems. practices to further the location enablement
It’s also been the case that heavy duty GIS of digital services to serve a wide range of
requires special skill sets; there is even the stakeholders. Both organizations have an
suggestion that you needed a Chief Geospatial obvious interest in domains such as smart grid
Officer and dedicated staff and equipment. and smart cities, but they also share interests
“Until we break that down and make spatial in eHealth, sensors, machine-to-machine
commonplace, there is a huge barrier to (M2M) communication, and business process.
success,” reasons Arthur Berrill, Chief OGC can help TM Forum develop best
Technology Officer, DMTI Spatial. practices for the use of standards. In addition
Allied to this, it may be that the geo-analytics to promoting OGC standards through
community is guilty of looking inward, rather promoting these best practices, the TM Forum
than outward. Berrill has characterized the can help the OGC by providing requirements to
geo-analytics industry as spatial people doing guide development of standards.
spatial things with spatial data and spatial tools
for spatial people. He contends, “We as an Down to business
industry need to work out how we help the According industry experts, in the enterprise
other industries – not how we help ourselves.” space it’s imperative that the introduction of
There is some progress on this front, with geo-analytics be informed by the recognition
the price of the underlying GIS technologies that the process is aimed at yielding actions
falling and the availability of GIS services using rather than just knowledge, and that the
the cloud model on the rise. As has been well intention is to achieve a business benefit.
remarked, the cloud-computing model can This benefit could be more efficient business
reduce the requirement for specialist in-house practices, cost savings or additional revenues,
skill sets, and can farm out responsibility for or a combination of these. Without the aiming
technology refresh. for tangible ROI, though, the net result of geo-
analytics for enterprises can be little more than
Keeping up standards colorful maps and charts on screens.
There remains a pressing need for sets Something of a change in end-users’

14 QUICK INSIGHTS www.tmforum.org

 Report prepared for Tomasz Fidecki of Cisco Systems. No unauthorised sharing.

M2M, smart grid and eHealth are leading

candidates for geo-analytics applications

approaches is likely needed as well for geo-analytics services – but mobile networks
the more widespread implementation and are far from being the only game in town (see
exploitation of geo-analytics solutions. In the panel below).
case of mobile workforce management (MWM) Natasha Léger, President of the Location
and geo-fencing, for example, the technology Forum, even suggests that mobile operators
exists to allow digital service providers to see could turn concerns about geo-analytics and
where their vehicles are parked overnight. privacy to their advantage: They could create
Yet management needs to tread carefully: privacy-aware services and products based on
Where those vehicles are parked at or close to individuals having control over how their data
employees’ homes, this surveillance this might is used in the consumer and in the enterprise
be viewed as an unacceptable level of intrusion sectors. As an illustration, users could specify
into employees’ privacy or even illegal. that their data could be used for operational
and customer experience purposes but could
What next for geo-analytics? veto data sharing, selling or integration with
If the issues outlined above can be resolved other data.
satisfactorily, the geo-analytics future in the Outside of that generalized potential
provision of digital services looks promising, opportunity, industry sectors such as M2M,
particularly in the case of providing new smart grid and eHealth, in which many service
services with partners from different industry providers already have varying levels of
sectors. After all, mobile operators have involvement, are among the leading candidates
unrivaled access to a wealth of background for the geo-analytics treatment.
customer information in general, and to
location data in particular. M2M
In the opinion of TOA Technologies’ Mike Among the observations contained in Software
Carpenter, this is a compelling reason for them strategies for operator profitability 3, a study
to get involved in geo-analytics. He believes produced by Analysys Mason for TM Forum’s
mobile operators have the opportunity to Management World 2013 event, Senior Analyst
control the high ground in terms of marketing Justin van der Lande argues that the M2M

Sources of location-based information

A 2013 study by Allied Market Research estimates that global real-time location-based
services (RTLS) market was worth $11.7 billion in 2013 and could grow to $43.7 billion
by 2020*. Allied Market Research says that due to its enhanced accuracy levels, Global
Positioning System (GPS) has emerged as a market leader among all RTLS technologies and
could reach market revenue of $15 billion in 2020.
Other options, which may be used in various combinations, include cell tower localization,
Wi-Fi connections, IP addresses and self-reported or check-in positioning.
*www.alliedmarketresearch.com/global-real-time-locating-systems-rtls-market-expected-to-reach-437-billion-by-2020.html

3
http://www.analysysmason.com/Research/Content/Reports/Software-strategies-May2013/

www.tmforum.org QUICK INSIGHTS 15

 Report prepared for Tomasz Fidecki of Cisco Systems. No unauthorised sharing.

GEO-ANALYTICS:
ADDING VALUE TO BIG DATA

sector could generate significant revenue n optimized siting of smart grid components;
streams from data analytics, with service n enriched insight into smart meters’
providers monitoring or analyzing the data performance;
content that is used within M2M. n improved data management and billing; and
Among others, these services include n workforce automation.
emergency location services, car alarm or
security services and logistics tracking, which eHealth
network operators are well equipped to provide. Geo-analytics has many potential applications
Van der Lande instances the analysis of road in the eHealth sector including:
traffic fed back from Vodafone to navigation
solutions and digital maps company TomTom. n predicting epidemics;
In this case TomTom’s technology uses n early warning and control of outbreaks of
traffic data generated by the movement disease;
patterns of mobile phones inside vehicles n identification of areas where the environment
collected anonymously from Vodafone’s and/or demographics and lifestyle can have
network. This is combined with anonymized an adverse impact on health;
data from TomTom devices, as well as other n highlighting areas to be targeted with the
traditional sources of traffic information, to preventative information;
provide advanced traffic information services. n improving the efficiency of emergency and
rescue services;
Smart grids n tracking at-risk individuals and patient
Being able to capture, process, manipulate monitoring;
and display spatial data provides a lot more n better management of assets and healthcare
tools for the operation of modern utility power workers; and
distribution networks. n optimizing the location of new facilities based
Geo-analytics’ support for smart grids could on projected need and demand.
include:
For the future, TOA Technologies’
n enabling ‘demand response’ programs Carpenter sees continuing improvements in
whereby consumption of power varies position accuracy and, using combinations
depending on time-based price incentives of technologies, considerable growth of
or targeted tariffing to lower energy in-building location capabilities. These last
consumption at peak times and balance will enable new digital services such as: the
supply and demand; pinpointing of patient and asset tracking in
n a geographic view of consumption by eHealth; real-time, granular retail marketing;
domestic and industrial users; and premium private security services.
n the provision of oversight of where power There is little doubt that geo-analytics have
is being generated, which is an increasingly a huge role to play in the provision of many
complex management task due to the digital services; the big question is how fast
variability of renewable energy generation will it happen – put another way, how quickly
and the contribution of micro-generation can we find more standardized, economic ways
feed-in power from consumers; of deploying and scaling them?

16 QUICK INSIGHTS www.tmforum.org

 Report prepared for Tomasz Fidecki of Cisco Systems. No unauthorised sharing.

Partnerships are necessary to deliver

all types of digital services quickly

The essential ingredient presented by big data- and geo-analytics, all

Partnerships are an essential ingredient in the types of digital service providers will need to
delivery of all types of digital services, quickly collaborate with one or more partners (see
and at scale. First because the last few years AT&T case study on page 10), whether they
have seen the demise of communications are retailers looking to boost customers’
service providers that: own, operate and footfall or utilities aiming to streamline smart-
maintain all their own network elements; grid operations.
develop and deliver discrete services over While it is relatively straightforward to
those elements; and exclusively manage implement partnering in a one-off manner, to
relationships with customers. make partnering a repeatable, scalable and
They have been replaced by horizontally- industrialized process, a number of additional
integrated enterprises obligated to work concepts have to be adopted to handle
collaboratively with suppliers and partners to business and technical changes throughout
offer new services via multi-tenanted value and the life of the partnership, and for the services,
service delivery chains. from end-to-end.
Second, to fully exploit the opportunities TM Forum’s Collaboration Community has

Figure 4-1: Overview B2B2X Accelerator Document Pack

B2B2X Accelerator Schematic

B2B2X
Business Pack Accelerator Developer Pack
Introduction

B2B2X Partnering Guidebook: B2B2X Developer Pack

Concepts and examples Pt1: Concepts
(TR211) Pt2: Step by step guide
Pt3: Where to find what

B2B2X Partnering Guidebook:

NBN Co
Step by step guide Contributions Digital Services
API Specification
BT/NICC SM-API
White paper: Contributions
Implementing Wholesale
B2B for a Network Operator NTT
DBP2 SM API materials
Contributions

www.tmforum.org QUICK INSIGHTS 17

 Report prepared for Tomasz Fidecki of Cisco Systems. No unauthorised sharing.

GEO-ANALYTICS:
ADDING VALUE TO BIG DATA

addressed these additional issues with a – tailored to the needs of partners working
comprehensive set of tools and best practices together to co-provide end-user services. This
to enable the business goals of enabling: lifecycle model recognizes and supports the
different lifecycles for process, information,
n the quick set-up of partnering arrangements, products and partners within the partnership.
n efficient on-boarding of new partners through The Model has a step-by-step set of
a consistent, repeatable process, checklists for executing each stages of the
n partners to swap out the products; and Service Lifecycle and provides an overview
n evolving partnerships. and detailed treatment of the key concepts
and patterns needed to define business and
TM Forum’s B2B2X Partner Accelerator technical collaboration in a systematic, agile
document pack – see Figure 4-1 – is freely repeatable manner at industrial scale.
available to all the Forum’s members. It sets The Model also offers a set of technical
out an approach for business and technical assets for creating practical technical
people to deliver robust partnering agreements integrations covering the wide range of non-
and solutions for B2B, B2B2C and B2B2X functional requirement encountered in these
business models, based on reusable service types of B2B and B2B2X deployments.
components, processes, functions and Please go to www.tmforum.org/
application program interfaces. B2B2XPartneringAccelerator to find out more
and to download any of the documents. You
Partnership Service Lifecycle Model can also contact Dave Milham, Chief Architect
The Accelerator includes a Partnership Service Provider Engagement, TM Forum,
Service Lifecycle Model – Partnering, Design, for more information, including how to get
Implementation, Operations and Monetization involved, via [email protected].

“The Model has a step-by-step set of checklists for executing each stage of the
Service Lifecycle and provides an overview and detailed treatment of the key
concepts and patterns needed to define business and technical collaboration....”

18 QUICK INSIGHTS www.tmforum.org

 Report prepared for Tomasz Fidecki of Cisco Systems. No unauthorised sharing.

What’s new in Frameworx 13.5 and how can it help you?

Frameworx 13.5 centers around the crucial issues facing
service providers of all kinds in an open digital economy
which are reflected in TM Forum’s three Strategic Programs:

n Agile Business and IT Program focuses on improving

operational agility while reducing cost and risk;
n Open Digital Program is designed to drive new digital
services’ revenue growth; and
n Customer Engagement Program targets better market
share retention and greater growth.

Frameworx was created by and is constantly evolved to meet

changing needs of TM Forum’s members. They include all
sorts of service providers, software suppliers, integrators,
universities, and enterprises. Members set priorities and
lead collaborative project groups to implement the work and
create updates to the standards and best practices.

While Frameworx major releases are published every six Big Data Analytics Guidebook
months, some features in Frameworx 13.5 were developed Unleash the power of big data held by service providers
in short-term agile-style development projects and have using the new reference model, methodology and more
been made available to the broader membership several than 30 use cases. This document defines a crucial linkage
months in advance. between business value that analytics can unlock and the
big data technologies and information sources represented
Frameworx releases cover the full suite of TM Forum’s best in the document’s Big Data Reference Model.
practices and standards including our core Frameworks –
Business Process, Information, Application, and Integration Threat Intelligence Dashboard and ROI Calculator
– as well as our Business Metrics and our broad range of The Cyber Security Readiness Dashboard uses newly
best practices. Frameworx 13.5 is no exception with 47 new defined metrics to communicate Cyber Security readiness
items introduced across the full range. for C-Level management. The dashboard reduces risk by
providing insight into issues that could have financial, legal/
Facts about Frameworx 13.5: compliance and human safety impacts.
n 27 projects were chartered to create this release;
n 141 companies participated in creating the deliverables; Customer Experience Management
n About 380 individuals joined projects in the community – Take a new approach to managing customer engagement
approximately 40 percent of them were active contributors, with integrated Maturity Model, Lifecycle Model and
while the rest had the opportunity to observe and review, Metrics. This new version of the Guidebook (incorporating
comment or ask questions. 250 new metrics) marks the first step in the transition from
managing customers' experiences in a snapshot piecemeal
New B2B best practices and APIs way toward managing engagement with the customer
TM Forum has defined a comprehensive set of Accelerators across their entire lifecycle.
– tools, methodologies and standardized interfaces for
creating and managing partnerships in a B2B2X environment Core Frameworks Enhancements
with multiple partners, in a repeatable manner, and at There have been key new additions to all four Frameworks
industrial scale. They include new REST 2 application to extend their application and make them more immediately
program interfaces (APIs) for catalog management, trouble useful. For more information about how they apply to you and
ticketing and partner ordering. your business, please see www.tmforum.org/Frameworx13.5

www.tmforum.org QUICK INSIGHTS 19

 Report prepared for Tomasz Fidecki of Cisco Systems. No unauthorised sharing.

Sponsored feature

Enhanced Business Intelligence

with Location Analytics
By Randall Frantz, Director, Telecommunications Solutions, Esri

The integration of two highly external and internal factors that influence The ability to filter and isolate results
complementary enterprise software business performance while addressing is also an advantage when it is time to
solutions, business intelligence (BI) and issues on a local level. identify smaller, less dramatic service
geographic information system (GIS) There is no limit to the types of interruptions or anomalies. Companies
technology, delivers new, powerful data or the source from which it can collect vast amounts of data with
tools to telecommunication companies be collected, visualized, and analyzed the expectation that managers who
interested in gaining a competitive using an integrated BI and GIS platform. understand organizational performance
advantage. BI leverages corporate data Development of BI software now will ultimately make good business
to provide insight into how businesses provides more advanced analytical tools decisions. Dynamic businesses, such as
are performing. GIS allows users to migrating from descriptive to predictive telecommunications, require accurate
visualize and intelligently analyze data and even prescriptive analytics, which and timely data to respond quickly in
while discovering new patterns and use the output of predictive algorithms to highly competitive markets. In the past,
trends not typically seen in traditional BI recommend business decision options. managers often received incomplete
implementations. The fusion of GIS and Despite these advances, BI tools still lack and outdated data. The thinking has
BI, known as location analytics, gives the important component of location. been that if a little data improves the
decision makers powerful tools to gain Even with simple events such as network decision-making process, then more
insight from historically underutilized data or organizational performance, the lack data must lead to even better decisions.
and frees them from the constraints of of location awareness limits the ability of Unfortunately, when data is collected and
conventional analysis and geographic BI solutions to present a complete and analyzed on a regional or national scale, it
boundaries. It is now possible to analyze accurate picture of events. is possible to miss small local anomalies.

Figure 1 – Integrated BI and Heat Map

20 QUICK INSIGHTS www.tmforum.org

 Report prepared for Tomasz Fidecki of Cisco Systems. No unauthorised sharing.

To take corrective action, the problem

areas must be identified. This is where Figure 2 – External Events Impact Network Performance
location becomes important.
When a marketing campaign or
network performance is measured across
a region or the entire company, the
results are summarized as an average.
The granularity of the data is often lost.
Some areas might be delivering superior
results while others are subpar. In order
to improve results, these subperforming
areas must be identified and corrective
action taken at the local level. GIS
provides powerful tools, such as heat
maps, and the ability to drill deeper
into the data without additional coding.
The heat map provides a color gradient
to help quickly locate where there
are deviations from the average, both
positive and negative (see figure 1). The
heat map can be integrated with BI to
provide supporting graphs and charts.
The map can then be used to drill deeper
and analyze the data at the designated
location so corrective action can be
taken. The heat map and local analytics
provide the actionable intelligence at an
appropriate level to address the issue.
Location analytics can also predict the
impact of external events on network
performance before they affect service.
Alarm and monitoring systems fed into
a traditional BI system are reactive. The
introduction of location provides the
ability to evaluate environmental factors
and transform a reactive system into a
predictive one.
External events often affect network
performance and impact customer
experience. Some of these events are “The fusion of GIS and BI, known as Location Analytics, gives decision
obvious, such as major fiber optics cuts
makers powerful tools to gain insight from historically underutilized
or natural disasters including storms and
floods. The major storm shown in figure data and frees them from the constraints of conventional analysis and
2 will impact a large portion of Florida and geographic boundaries.”

www.tmforum.org QUICK INSIGHTS 21

 Report prepared for Tomasz Fidecki of Cisco Systems. No unauthorised sharing.

Sponsored feature

Enhanced Business Intelligence

with Location Analytics

could affect telecommunications service creates some obvious problems. First, performance for both. Unaffected areas
throughout the state. customers are still affected by these can still be evaluated using standard
Traditional BI solutions can only types of events. Understanding the service-level benchmarks, while storm-
account for events after the fact, and impact on service levels will help evaluate impacted areas can use a modified
the data collected from an impacted the effectiveness of the response and measurement standard. This provides
area often overshadows the results lay the foundation for preparing for future a true picture of the actual customer
from other, unaffected areas. BI tools events (figure 3). Second, it will be experience in both areas, taking into
using network monitoring systems by important to keep in mind that customers consideration each situation.
themselves are unable to predict the directly affected by such events might With greater understanding afforded
impact of external factors on network be more tolerant of service interruption. by location-aware business intelligence,
performance. Location analytics provides However, customers in nearby unaffected decision makers have powerful
this additional capability. In addition, areas could experience longer installation visualization and analytics tools. This
location analytics provides post event times and repair intervals due to critical capability is backed by systems that can
ability to segment data from affected resources being diverted to the impacted make recommendations on allocation of
and unaffected areas. Without this areas. Customers in unaffected areas will resources to improve performance and
segmentation, an organization might likely be less tolerant of service issues. customer experience. In other words, GIS
disregard all the data collected during Integrating GIS into BI solutions plus BI is the foundation for prescriptive
major events, lest they skew the overall provides the ability to isolate affected analytics.
results. areas from regions with normal
Eliminating event data from an analysis operations and evaluate service Find out more at esri.com/telecom.

Figure 3 – Segmented Performance Information

“With greater understanding

afforded by location-aware business
intelligence, decision makers have
powerful visualization and analytics
tools.”

22 QUICK INSIGHTS www.tmforum.org

 Report prepared for Tomasz Fidecki of Cisco Systems. No unauthorised sharing.

Have you seen our other recent TM Forum publications?

TM Forum's research reports are free for all employees of our member companies to download by
registering on our website. The reports are also available for non-members to purchase online.

Customer experience: Hitting a moving target

This latest, in-depth Insights Research report looks at how service providers are working to
INSIGHTS improve customer experience to differentiate themselves, increase profitability and expand their
RESEARCH businesses. The heart of this report is unique insights from in-depth interviews with service
September 2013 | www.tmforum.org
Free to tmforum members $495 where sold providers, and survey results, from around the world. The author, Rob Rich, focuses on mobile
users, discussing mobile and digital services trends as drivers.

In previous annual Insights Research reports on customer experience, operators’ top priority has
been cost cutting. Now they are the differentiating strategies in terms of outcomes, and longer
term profitability and impact on brand.

The report offers pragmatic recommendations about how to get the biggest benefits from
investment in customer experience across the organization. It also explains TM Forum’s ongoing
work on customer experience, including the Maturity Model, to help service providers move
Customer experience: from piecemeal customer experience to engagement throughout the customer’s lifecycle.
Hitting a moving target
Sponsored by:
All employees of TM Forum’s member companies can download it free by registering on our
website from www.tmforum.org/CEtarget

Digital Life – After the hype, where’s the money?

This is a clear-eyed analysis of how the digital services market is shaping up after the initial hype
and identifies some great opportunities for service providers to develop new, sustainable lines
of business. Expectations around the profitability of machine-to-machine (M2M) communications
October 2013 | www.tmforum.org are shifting, but network operators can compete by adding value, and we look at some
examples.
Analysis:
What we’ve
learned from
real-life lessons
The regulatory and legal framework will also have a big bearing on the profitability and viability of
Insights:
M2M services of all kinds – as detailed in the second section.
Digital disrupters
from diverse
industries
The third element looks at how a number of digital disruptors are changing lives and business
Viewpoint:
KPN Group’s
Erik Hoving on
models. Coursera’s mission is to offer a free college education to everybody and make money.
living in a world
of screens It signed up its first million ‘customers’ faster than Facebook. We explore a model to enable
mobile universal payments without merchants even having to belong to any mobile money
schemes, and how big brands – digital and physical – can bring more imagination to emerging
Sponsored by:

AFTER THE
HYPE, WHERE’S markets to reap huge rewards.
THE MONEY?
Exploring the evolution of digital services
Everyone can download this new edition of Digital Life free from www.tmforum.org/DL2013

www.tmforum.org TM Forum Case Study Handbook 2014

This brand new edition is packed with innovative and inspirational success stories from different
CASE STUDY kinds of service providers around the world. All have used TM Forum’s assets and activities in
HANDBOOK 2014 many different ways to achieve a variety of different business goals.

Agile IT
Read how Telekom Malaysia used Frameworx to help it launch Metro Ethernet services within
Less risk, less
cost and less
time-to-market
10 months and how GuangDong Mobile is saving $3.3 million a year in operational costs while
Customer
improving customer experience. Commonwealth Bank of Australia leveraged cloud technology to
Engagement
Greater growth
and loyalty
excel at customer service while slashing costs. BT for Life Sciences’ cloud-based model speeds
Digital Services
Partnerships
research in pharmaceuticals and the platform is sufficiently flexible for use by other verticals.
secure fast
new services Wellink helped Russia’s biggest communications operator, Rostelecom, automate and resolve
service level agreements to improve service to enterprise customers and strengthen its position
SHOWCASING
INNOVATION
Everything that can be digital will be. in that sector. India’s Reliance Communications worked to identify and fix the causes of service
AND SUCCESS
We’ve seen the future. And it’s digital. In just
ten years, the way we communicate,
consume information and entertainment has
There are five core principles of the Initiative:
violations to ensure, for example, service closure was improved to handle 95 percent of instances
been changed forever. And that’s just the start.
From Argentina to New Zealand
The Digital Revolution is transforming our
within 30 minutes.
personal and professional lives. We demand
simplicity, but the complexity behind our
interconnected digital lives is only growing. Sponsored by:

TM Forum’s Digital Services Initiative focuses

on overcoming the end-end management
These and many more success stories are available free to everyone to download from
www.tmforum.org/CSH2014
challenges of complex digital services,
enabling an open, vibrant digital economy.

For more information on the TM Forum Digital Initiative visit www.tmforum.org/digital

DigitalServicesAD2012.indd 1 11/23/12 10:51 AM

Visit www.tmforum.org/researchpublications to find out more

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