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Top Six Telecommunications

Big Data Use Cases


Explore How Big Data Analytics Can
Transform Operations, Enhance Customer
Experiences, and Boost the Bottom Line.

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For telecommunications firms, which now includes


cable and satellite TV companies, driving profitable
growth in todays markets is no small feat. Regulation
is intensifying. Internet access is practically
ubiquitous in those markets. With most markets
mature, competition is fierce, especially as OTTs
move into core sources of revenue. And despite the
fact that customer acquisition costs are high and
margins are slim, capital costs are skyrocketing.

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The pace of network investment is expected to accelerate.


According to a recent Ernst & Young industry survey,
Network quality remains a key source of differentiation, and
half of respondents see capex rising.1

Industry leaders have already begun


planning for and even investing in
new technologies that will set the new
standards for network quality, customer
experience, and the agility needed to
deliver new services. Investment in these
new technologies means new data points
and sources, expanding data volumes,
and huge potential for data-driven
differentiation amongst competing telcos.
Examples of these new technologies and

but to support it, carriers will need to


move voice services off their circuitswitched 2G voice network and up to
4G LTE at a minimum. This will require
new network planning and strategic
infrastructure investments.
The Internet of Things (IoT): Well soon
be living in an all-IP world that enables
accurate, data-driven decisions in
milliseconds. While there may not be
clearly defined use cases for telcos

data sources include:

to monetize IoT yet, the potential is

Large-scale 4G LTE and fiber roll-outs:

new world and avoid losing future

Its not everywhere yet, but as more


customers buy 4G-ready devices, it will
become the new standard. Leaders are
planning for long-term migrations that
align with the customer and M2M use
cases they are focusing on.
5G LTE: Its nearing market readiness.
Expect it to go mainstream in the next
three to four years so start planning for
investment now.
Voice over LTE: The next generation of
the iPhone will support Voiceover LTE,

staggering. To be a player in this brave


business to other technologies like
low-voltage wide area networks and
Bluetooth, telcos need to start investing
in an infrastructure that virtually
eliminates latency.
New mobile services: Mobile is
driving new services such as mobile
ad targeting, geolocation-driven
services, new types of data and video
services, and more. These services are
transforming customer buying journeys
for example, by allowing companies to
personalize offers based on location and
customer profiles. Telcos need to find a
way to play in this high-growth space.

Global telecommunications study: navigating the road to 2020. EYGM Limited. 2015.

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Given these impending advancements,

At the same time, a deluge of new telco

optimizing networks is a prime target for

data can be harnessed in ways that go

data-driven insights. To optimize their

beyond just optimizing network costs. As

networks, carriers can employ technologies

explored in this paper, the key is using

like software-defined networks that

big data as a strategic asset across

help them manage network services by

multiple use cases to increase customer

abstracting higher-level functionality.

satisfaction, reduce churn, optimize

And architectures like network function

network utilization, and more.

virtualization, which uses IT virtualization


technologies to simulate and virtualize
network node functions (such as switches)
into building blocks used to create
communication services, will provide
enable better network monitoring, reduce
costs, and boost flexibility.

https://en.wikipedia.org/wiki/Software-defined_networking

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Exploring Use Cases for Telecom


Providers
Given that telco networks carry the worlds digital traffic,
carriers are uniquely positioned from a data perspective.
For example, they have already captured granular data
about customers and their behaviors, service experiences,
locations, usage patterns and their devices. By analyzing
all of this data together all at once they can achieve
breakthrough insights for real competitive advantage.
To better understand the value, consider the following six use cases, which are currently
in production in various leading telecommunication companies:
1. Understanding new product offering potential
2. Improving customer experiences

3. Reducing service truck rolls while improving customer service


4. Forecasting capacity and demand faster and more accurately
5. Implementing value-based network capacity planning
6. Reducing customer churn

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1. Understanding New Product Offering Potential


To drive sales and revenue growth, telecom firms need to
continually create new product offerings that will appeal to
specific segments of customers.
Given growing demand for high-definition
television (HDTV), theres an opportunity
to understand customer behavior within
different viewing segments and identify the
most successful channels for their future
HDTV offerings. The insights gained can
be used to create specific HDTV packages
designed to be marketed to specific target
segments.
Using big data analytics, carriers can easily
collect, aggregate and analyze all of their
channel stream data from set-top-boxes,
visualize the results to accurately predict
the most successful segments for HDTV
viewing, and create optimal new product
packages based on the results. Examples
of data points that can be included in the
analysis include:

Device type used to view channel


Time periods for viewing channels
Channels viewed per viewing segments
Analyzing these data points enables
carriers to track actual user behavior
over time, see changes, and continuously
improve HDTV packages to provide a
better service.
Furthermore, a robust data analytics
tool allows companies to filter data as
they prepare it for instance, to remove
anomalous events prior to running
analyses so that results are more
meaningful and accurate.
With the right analysis, they can detect
whether customers were actually watching
a channel or merely left the box on while

Minutes per viewing

they were away usage data that should

Total minutes per sub

be filtered out to avoid skewing their

Minutes per viewing per channel

understanding of actual customer viewing

Total minutes per channel

habits. These filters can be applied without


destroying the fidelity of the original data set.

Imagine being able to identify microsegments


of customers, then upsell customers by
differentiating service levels based on a solid
understanding of what customers consume,
when, and through which devices.
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2. Improve Customer Experiences


According to a global telecommunications study conducted
by Ernst and Young, 68% of senior industry executives
cite [customer experience management] as their number
one strategic priority.3 No matter how innovative the new
services telcos create, poor customer experiences will lead
to both failed revenue streams and customer churn.
Consider cases where customers are

Using big data analytics, carriers can

paying more for HDTV content services.

aggregate data on billions of video

In exchange for higher costs, they

sessions and analyze it in minutes to reveal

expect their service provider to deliver

content delivery net (CDN) performance.

a consistent, high-quality viewing

For example, they can analyze:

experience, even during periods of peak


demand. But for many telecom providers,

The computing average bit rate,

measuring quality of experience (QoE) is

volumes, and connections by content

a difficult and data-intensive activity, as

provider, by video resolution, and by

is detecting exactly where issues occur

hour of the day all trended over time

on their network so they can be fixed


quickly. To gain this level of transparency,
carriers need a way to integrate the vast
amounts of structured and unstructured
representing data points for the enduser customer experience and build a
comprehensive, accurate picture.

The rate of adoption of 4K video


resolution by content provider and the
number of unique subscribers over time
The total minutes viewed per sub and
per service, trended over time
Aggregated data per local time zone to
show time of day views to show CDN
performance using QoE metrics that are

Understanding the services the customer

exposed in RTE data


Data on service performance

is using in real time will be a differentiator for


network operators.
Stefan Brock, Head of Production Architecture, Swisscom.
Telco Networks Annual Global Review 2016

Global telecommunications study: navigating the road to 2020. EYGM, 2015.

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With these types of analysis, its easy

performance and make informed,

to detect performance issues requiring

strategic bandwidth investments to fix

further investigation or remediation. As a

the root cause

result, carriers can:


React more quickly when performance
issues occur (for example, by redirecting
traffic) to improve customer experiences

Analyze historical data to anticipate and


prepare for heavy traffic patterns and
thus head off future problems that can
hurt customer experiences

Detect persistent patterns of low-quality

Telcos can offer services of relevant data


mining streams to equip marketers with the right
information comprised of behavioral market
inclinations, change in trends, preferences,
lifestyles, purchase decisions, and purchase
timings to roll out customized products at the
right time in order to capitalize their market
opportunities.
Telco Networks Annual Global Review 2016

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3. Reducing Service Truck Rolls While Improving


Customer Service
Improving customer service is always a priority especially
today, given rising customer expectations and the need to
differentiate on variables other than price. The challenge is
finding ways to realize this goal while keeping costs under
control.
proved to ultimately lead to unnecessary
truck rolls. No other third-party analytical
or modeling software is needed.
Operationally, calls that follow these
One approach is to find ways to resolve

patterns can be identified and funneled

customer issues on the first call and

to agents who can use a decision tree to

reduce unnecessary in-person service

guide them to issue resolution faster and

calls truck rolls which can cost

only when absolutely necessary, trigger

several hundred dollars each. To do this,

truck rolls. This approach leads to happier

companies must be able to accurately

customers, lower overall support costs and

predict which kinds of customer issues

higher productivity.

tend to result in the unnecessary truck rolls


and develop a system for handling them
more effectively through their call centers.
Big data analytics can help carriers create
a highly accurate, prescriptive model by
combining virtually unlimited volumes of
disparate data (such as call center data
logs and truck roll work orders) and adding
other datasets (such as HR data on call
center agents) to identify patterns that

Datameer at Work
One Datameer customers prescriptive
model has proven to be 90% accurate,
allowing them to significantly reduce truck
rolls and save millions of dollars annually.
Equally important, Datameer enabled them
to integrate and analyze vast amounts
of data in hours, compared to 12 weeks
using other vendor software. They took
their solution one step further, comparing
their models to other customer data and

One customer used Datameer to create a 90%


accurate prescriptive model for avoidable truck
rolls, allowing them to significantly reduce truck
rolls by 90% and save hundreds of millions of
dollars annually.

identifying fix codes that could predict the


replacement needs of various geographic
areas before they resulted in service
calls. This allowed them to anticipate
customer issues before they became a
service call, further lowering service costs
and providing an improved perception of
overall service.

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4. Forecasting Capacity and Demand Faster and


More Accurately
Big data analytics can be used to gain a whole new level of
insight on information that is typically too large, complex and
time consuming for telecom firms to aggregate and analyze.
The findings generated can be highly
valuable especially in the area of capacity
and demand forecasting. Given the high
cost of laying down new networks, its
vital that firms be able to analyze huge,
unrelated data sets to anticipate traffic
loads, detect customer usage patterns
(for example, in HDTV movie downloads),
forecast capacity and demand, and
strategically beef up their network.
Armed with accurate, data-driven forecasts
of capacity and demand, carriers can:
Align network bandwidth with current
and future demand
Avoid performance degradation for all
customers in a given area
Make smarter decisions about network
investments in the near and long term

Datameer at Work
Datameers customers are already reaping
the benefits of accurate bandwidth
forecasts. For example, one customer
used Datameer to analyze IPCDN session
data by service group (which was not an
original attribute), add in two unrelated
datasets (IP lease records and MAC
addresses) and finally aggregate and
regroup these complex datasets by
service group to determine usage patterns.
Datameer allowed them to:
Successfully aggregate complex session
data by service group for trending and
forecasting
Quickly create visualizations to identify
service and byte-level usage patterns
Easily test and trend entirely new
information sets, quickly and efficiently
Generate totally new insights from their
own data
More accurately forecast for future
demand for better demand planning
Save time and resources

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5. Implementing Value-based Network Capacity


Planning
As mobile broadband usage, HDTV consumption, and OTT
and other services consume more network bandwidth
and carriers plan for rollouts of next-generation technology
its vital that they accurately plan for network capacity.
The goal, of course, is to build out a network to meet current
and forecasted demand to ensure consistent, quality service
experiences but avoid excess capacity that inflates capital
expenditures.

But accurate capacity planning is extremely

Big data analytics can help carriers to

hard to achieve using traditional analytics.

aggregate, analyze and visualize huge and

Most telecom firms lack the tools and

diverse data sets from departmental silos,

systems to aggregate and analyze the

such as:

massive volumes of structured and


unstructured data needed for accurate

Marketing data

forecasting, trend analysis, and investment

Current cell tower geo-location data

planning.

Customer contract and behavior data,


including subscriber usage data, phone
types, contract terms, and revenue
Traffic information by customer

Top quality networks are the historical

Network performance parameters

foundation of Telcos and future building block

Using Datameers analytic and

of an information society. Only high quality

then forecast network traffic against actual

visualization capabilities, companies can

networks operated efficiently enable all these

traffic and generate custom reporting,

exciting services and who own the customer

visualizations, complete with clustering

interactive what-if scenarios, and

relationship is then only a matter of financial

and a geographic heat map for network

bargaining and power distribution over margins.

makers to see where demand is very

Jrg Steinbeck, Head of Product Management, Data Driven Business Models,


Deutsche Telekom (Telco Networks Annual Global Review 2016)

traffic. These resources enable decision


near to capacity and thus where network
expansion rollouts should be prioritized (or

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marketing efforts should be scaled back,

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Correlate this data with network

if they choose not to invest). They can also

performance data and network

identify geographic areas where excess

capabilities (such as 3G capacity and

capacity exists and where to potentially

long-term evolution [LTE] network

ramp up marketing activities (for example,

availability)

where 4G networks are already in place


and theres a significant percentage of
customers with 4G-ready mobile devices,
but with a 3G data plan).

Datameer at Work

Analyze and correlate subscriber and


network data with specific physical
location data such as pedestrian areas,
public entrances, events, office/business
parks, and tourist attractions to perform
a clustering analysis

Telecom providers are already embracing

To visualize both highly congested network

this use case and realizing significant

areas and areas with excess network

benefits. For example, a major telecom

capacity, the company uses Datameer to

company uses Datameer to integrate their

generate a network traffic heat map. This

subscriber data, including demographics,

enables them to see where demand is

device, access technology (2G/3G/4G),

very near to capacity, where to prioritize

and application behavior. They were

rollouts and where to adjust marketing

able to bring together and analyze all of

efforts to align demand with network

these data sources in just eight weeks a

capacity. In addition, they used Datameer

task that was impossible for them to do

to build a what-if model to analyze how

using traditional database and analytical

different revenue growth forecasts and

software. Once aggregated, they can then:

increases in specific access technology


usage will impact capital expenditures.
Finally, they use Datameer to analyze new
over-the-top (OTT) services, understand

Now carriers can visualize complex big


data sets by creating a heat map for
network traffic and gain the insights
needed make optimal tradeoffs between
costs, coverage from cell towers,

the network impact, and build the best


business strategy to accommodate these
new services.
With the new insights generated through
Datameer, the company anticipates
savings of more than $150 million each
year in capital expenditures.

service levels and capital impacts.


Using Datameer, in just eight weeks, a
major telecommunications company in
Europe realized an annual savings of
$150 million in capex.
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6. Reducing Customer Churn


Customer churn is an inherent part of the telecom industry,
as the market is far more saturated today than it was in the
past. Given this, the only ways to increase revenue are to
create more services that customers will pay more for, and
spend a significant amount of money to get a customer to
switch carriers. U.S. carriers spend hundreds of dollars per
new customer to entice customers to switch. To survive, its
imperative that carriers retain as many customers as possible.
Happier customers are less likely to churn

To date, large telecom firms have been

especially when they are satisfied with

limited in their ability to aggregate and

the services their current carrier provides

analyze CDR and routing guide data.

and their interactions with its employees. So

The data firms have on their millions of

one way to reduce churn is to understand

customers is too large and complex to work

exactly what kinds of events cause

with using traditional analytical solutions.

customers to be unhappy enough to leave:

But big data analytics solutions eliminate


these barriers by allowing them to:

Are dropped calls a primary issue? If so,


how many in what period of time?
Do slow video visualizations caused by
traffic overload trigger churn?
What about SMS delivery issues?
Armed with answers to questions like
these, management can fix underlying
issues swiftly and implement customer
retention strategies before its too late.

Rapidly aggregate petabytes of


disparate carrier CDR data
Analyze all complaints related to network
issues and correlate this information
with CRM data to understand what leads
customers to churn
Quickly create reports on SLA
performance and accurately assess the
overall quality of service for each end user
Perform rapid, self-service issue

It costs hundreds of dollars to acquire each


new customer so losing one costs carriers
not only the expected revenue, but also the
money they spent acquiring the customer.

resolution with better insight into issues


and trends
When negative events occur or service
levels drop detect this earlier, resolve
the root causes faster, and implement
anti-churn strategies

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Datameer at Work
One global broadcasting and cable
company is using Datameer in this way
and its seeing two-fold increases in time to
insight, as well as reduced customer churn.
Before implementing Datameer, collecting
and analyzing petabytes of routing and
customer call voice data across multiple
diverse carrier sources to map against SLAs
was nearly impossible and excessively
time consuming. Using Datameer, they
can collect data daily from each carriers
CDR and routing guides and quickly filter,
aggregate and visualize the results.

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For example, they filtered and aggregated


data on CDRs to identify carriers and
partners with bad ASRs (answer-seizure
ratios) and to track NERs (network
effectiveness ratios). In addition, they
performed root cause analysis and
extracted those CDRs that exhibit
behaviors identified in the RCA. Finally,
they created visualizations based on this
data, published them to their internal
dashboard and refreshed them on a
daily basis so that non-IT and data
administrators can take over associated
management and operations. By spotting
issues with partner and carrier SLAs
early and addressing them swiftly the
company has been able to reduce overall

Datameer identifies the root causes of churn

customer churn.

hidden in call detail records and other data so


companies can proactively address them.

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Harnessing Big Data as a Strategic Asset


Armed with an understanding of the potential in these use
cases, the next logical question is how does all of this work
in practice? How can carriers use big data as a strategic
asset in their organization?
In a recent paper, PwC characterized the

uncover new opportunities to generate

problem for carriers this way:

revenue (for example, by creating new


digital services), monitor and transform

The eventual goal of big data is to

customer experiences, and proactively

combine and correlate every information

address churn.

source to generate a holistic, transparent,


end-to-end view of all the interactions

To effect this change, carriers will need to

every individual customer or household

empower people across their business to

has with the operator.Operators must

make decisions swiftly, accurately, and

learn from companies such as Google and

with confidence. The only way to achieve

Facebook, where data is king and virtually

this is to harness big data to make the best

every product decision flows from what the

plans and decisions, understand customers

available data says about customers and

more deeply, uncover hidden trends that

how it can be used.

reveal new opportunities, and more.

From a business standpoint, carriers

All of these priorities require self-service

will need to plan infrastructure migration

big data analytics. These tools can rapidly

roadmaps with great care using methods

bring together and explore massive sets

that balance competing priorities (for

of structured and unstructured data to

example, cost and service quality),

uncover hidden patterns, new correlations,

leverage existing assets, and align with the

trends, customer insights, and other useful

companys long and short-term strategies

business information.

for new digital services, the Internet of


Things, and more. They can expect to

PwC, Benefitting from Big Data paper

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The business impacts are real. According

And according to the Telco Networks

to a recent benchmarking study of 80

Annual Global Review 2016, Successful

telcos worldwide conducted by McKinsey

harnessing of big data can help service

& Company:

providers achieve critical objectives


for telecommunications transformation

high-margin telecommunications

such as delivering smarter services that

companies tend to outperform peers when

generate newer sources of revenues;

it comes to data mining and otherwise

transforming operations to achieve

gaining insights from collected customer

business and service excellence; and

information.

building networked customers data to

drive consistent, high-quality customer


experience. 6

http://www.mckinsey.com/insights/telecommunications/lessons_from_digital_telcos_
five_initiatives_to_improve_business_performance
6
Telco Networks Annual Global Review 2016. Quote from Muhammad Rashid Shafi,
Senior Executive Vice-President and Chief Strategy Officer, Multinet
5

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Datameer and Telecommunications:


Unlocking the Power of Big Data
Datameer is the only proven big data analytic platform that
quickly transforms businesses into agile, insights-driven
organizations.
The intuitive platform for fluid data

Visualization Using a drag-and-drop

discovery, which runs native on Hadoop,

design interface with over 30 visual

allows telecom companies to analyze all of

widgets plus a free-form infographic

their data, regardless of its size, complexity

designer for stunning custom

or structure. Datameers approach

visualizations carriers can annotate

drastically reduces time to insight,

results and share them on any browser

empowering business analysts to generate

or device.

insights on demand without IT assistance


though a unified, simple analytic process.
With Datameer, carriers get everything they
need to integrate, prepare, analyze, and
visualize all of their data quickly and cost
effectively. The software supports:
Integration The platform contains
more than 70 out-of-the-box connectors
and has easy wizard-led integration
of any data type, size, and source,
eliminating the need for ETL
Preparation and analytics
Datameer provides a familiar, Excel-like
spreadsheet interface that includes more
than 270 pre-built analytic functions
from joins to complex analytics for
preparing the data set and discoverinmg
the insights. Advanced functions like
automated clustering, decision trees,

Operationalization Using a
combination of management,
comprehensive governance and
advanced security functions, carriers
can ensure trusted data and analytical
results are readily available to the
right people based on their roles,
and people across departments can
cooperate around data with ease. Data
and analytical insights can also be fed
into core business processes to drive
enterprise-wide business results.
Datameer has the full spectrum of data
discovery functionality under one selfservice roof: Integration, preparation and
profiling, analytics, machine learning,
visualization, and yes, also data export. We
even integrate with other tools already in a
customers arsenal.

recommendation functions and column


dependencies are available with Smart
Analytics.

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Getting Started
Where do you see the biggest opportunity to harness big
data to improve your telco business? Datameer can vastly
accelerate your time to insights about customers, offerings,
operations and investments. It empowers line of business
analysts to access, analyze and visualize data all of your
data using a single, simple analytic process, without IT
assistance, so they can discover new insights on their own.
To get started with big data analytics,

Datameer works both ways by providing

you can take the traditional path of

intuitive, point-and-click features and

brainstorming the problems you want to

optional add-ons like Smart Analytics our

solve and the questions you want to ask.

self-service data mining functionality that

Or you can look at the data available to

allows business users to find patterns and

you, and then determine the business

relationships in data without the help of a

problems that the data which can

data scientist. With an instant, interactive

be combined with other third-party

visual preview, people can simply drag-

data can help solve. This approach,

and-drop different data attributes to

recommended by PwC, allows out-of-the-

explore patterns, determine relationships

box opportunities to emerge.

even build recommendations interactively.

Datameer is uniquely designed to support


both approaches. We understand that
building an analysis is an agile, iterative

To learn more about how Datameer can

help your business, visit www.datameer.


com

process, not a linear one. So we let people


discover as they go, and let the data lead
the way. Or, they can start with a question
in mind and deliberately work toward the
answer.

PwC paper Benefitting from Big Data

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