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December 04, 2012

HP Targets CSPs with New Big Data Analytics Program

By Paula Bernier, Executive Editor, TMC

Telecom equipment suppliers have long talked about how the telcos – in order to compete more effectively with over-the-top types like Amazon, Apple and Google (News - Alert) – should leverage their customer and network data to deliver differentiated services and an elevated customer experience. Dovetailing with this recurring trend, HP today announced what it calls HP Telco Big Data and Analytics.

HP Telco Big Data and Analytics is a new program out of the company’s Communications, Media & Entertainment division that uses existing HP technology to help communications service providers manage, understand and act on massive amounts of information to deliver services to subscribers and improve customer satisfaction, says Jeff Edlund, chief technologist for Communications, Media & Entertainment HP enterprise services.

He tells TMCnet that HP’s Smart Profile Server is the cornerstone platform for Telco Big Data and Analytics. The platform allows CSPs to take all the data sources they have about things like context, location, time, etc., and put them around their most important asset – the subscriber, he says. The Smart Profile Server also contains an analytics engine, he adds, so it can enable carriers to rank and score various attributes of subscribers.

While HP Telco Big Data and Analytics rely on the company’s existing technology, the company has introduced new applications, including Actionable Experience Management, an advertising-focused app involving Smart Search, and something called Information Optimization Workshop.

Actionable Experience Management leverages the Smart Profile Server to ensure the subscriber experience matches with what the subscriber has signed up for. If there’s not a match, the Smart Profile Server can make adjustments to allow for a better match.

The advertising application, meanwhile, can target ads based on the user or based on that user’s location, time preferences, or other personal parameters. When a person uses his or her mobile device to search for something online, this solution combines the search term and the information that the CSP has about the customer so that a Google or Microsoft (News - Alert)/Bing-type could deliver more targeted results, explains Edlund. He notes that this is a capability from which a CSP could generate revenue by selling such data to a search engine company.

As for Information Optimization Workshop, it helps CSPs make sense of what information they have and what sort of analytic services they might want to put in place to meet specific business goals, such as lowering costs, improving customer loyalty, generating new revenues, or all of the above.

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Edited by Brooke Neuman
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