An Oracle White Paper July 2011

Oracle Exadata Intelligent Data Warehouse Solution for Communications

Oracle White Paper Exadata Intelligent Data Warehouse Solution for Communications

Executive Overview
In telecommunications, the customer is king, and keeping the king happy is the surest path to profitability, says TM Forums Robert Rich in How to Improve Customers Experience, Insights Research, September 2010. The link between customer experience and profitability is becoming more evident than ever before. As Rich sees it, communications service providers (CSPs) worldwide are increasingly turning to business analytical solutions to optimize their business. Many of these solutions use sophisticated analytics, increasingly in real time, to provide current and relevant information about their customers experience, Rich says. He also notes that sophisticated business intelligence and analytics applications are helping carriers to sell more effectively in both the short and long term. Many are using analytics to create customer profiles that span entire customer life cycles and focus on determining which customers are likely to prove the most valuable over time. The next step is to ensure that high-value customers enjoy an optimal experience when dealing with the provider across all touch points. Increasingly, CSPs are turning to best-in-class business analytics solutions to more fully understand, predict, and act upon customer trends and buying habits. For growing numbers of telecommunications service providers, the Oracle Exadata Intelligent Warehouse Solution for Communications is the answer: a complete, integrated, standards-based software and hardware solution that dramatically improves business insight, delivers extreme performance, and accelerates time-to-value. The solution includes the following components: Oracle Communications Data Model (OCDM). Oracle Business Intelligent Enterprise Edition (OBIEE). Oracle Exadata Database Machine

We define customer experience as the result of the sum of observations, perceptions, thoughts and feelings arising from interactions and relationships between customers and their service providers. Almost every customer touch point whether directly or indirectly linked to service providers and their partners contributes to customers perception, satisfaction, loyalty, and ultimately profitability.
Rob Rich, The TM Forum

Oracle White Paper Exadata Intelligent Data Warehouse Solution for Communications

Challenges
"Delivering next generation networks, services, and customer experience is all about data. Collecting it, storing it and - most importantly - retrieving it. Data in a warehouse is useless without the tools and automation to quickly find it, correlate it, and deliver it to the systems, users, and customers that will benefit."
Nancee Ruzicka, Director, OSS/BSS strategy at Stratecast, a division of Frost & Sullivan.

Telecommunications service providers worldwide know that providing high quality customer experiences across all customer touch points is essential for long-term profitability. They also know that in order to provide high quality customer experiences, they must implement business analytics solutions that enable them to retain current customers as they find new ones.

Figure 1. Many service providers currently have dozens of data marts, multiple data warehouses and a wide assortment of Business Intelligence tools leading to inconsistent and disjointed information.

Service providers have a wealth of data about customers but often no way to make sense of the data or get a consistent answer out of their myriad systems. As depicted in Figure 1, service providers of all sizes and around the globe face a host of related challenges:

Scalability: Networks and systems produce billions of events every day, challenging the limits of technology to keep up with the ever growing demand. Complexity: Often as a result of mergers, carriers must manage hundreds of different systems and multiple lines of business in order to stay in business. Because these various systems and LOBs have different definitions of how various facts are calculated, comparing facts can be extremely difficult. Change: Service providers exist in a world of constant change network technologies, regulatory issues, evolving business models

Oracle White Paper Exadata Intelligent Data Warehouse Solution for Communications

requiring constant change to the data that they track about their business.

Legacy systems: Service providers have a large portfolio of systems, often built up over decades, with many different formats for storing data. When attempting to move information into a common format for analysis, these disparate data formats often result in complexity that hampers effective information sharing.

Finding the Right Solution

The TM Forum encourages service providers to deploy sophisticated business analytics solutions to improve their bottom line by focusing in particular on achieving extraordinary business results despite global recession through mastery of all aspects of customer experience, says TMFs Rich. Service providers worldwide need fully automated, customer centric and profitable business analytics solutions that deliver:

Better Business Insight by leveraging technology that transforms data into insightful, actionable information and that provides easy-to-use and intuitive browser-based user interface to access information whenever and wherever needed, perform what-if analysis and generate business insights out-of-the-box. Extreme Performance to make the most of the massive amounts of data CSPs generate. Faster Time -to-Value through an industry standards-based, pre-built approach that reduces up-front development costs, risk and implementation time so CSPs can quickly achieve a positive ROI.

Oracle has a proven track record working with service providers to provide integrated telecommunications solutions that address immediate needs while laying a foundation for future growth. This includes extensive experience in these key areas:

Tearing down silos and linking front- and back-office operations while reducing costs and increasing responsiveness. Modernizing IT infrastructures, leveraging industry standards to increase efficiency and improve service delivery.

Carriers around the globe are delivering better customer experiences, reducing churn and gaining more revenue by implementing data warehousing and business intelligence solutions powered by Oracle. Lets

Oracle White Paper Exadata Intelligent Data Warehouse Solution for Communications

take a closer look at some of the most successful and innovative of these initiatives.

Avea Deploys Data Warehouse With Oracle

Oracle offers the best tools for data integration and data access. We rely on Oracles software and expertise in each step of our process. Oracle enabled us to focus on what we really dotransform data, apply business rules, and ultimately help our customers.
Mustafa Sabri ikrikci, BI&DW Team, Avea letiim Hizmetleri A..

Turk Telekoms Mobile division, Avea, the sole GSM 1800 mobile operator of Turkey, provides services to 97% of Turkeys population through its next generation network. With roaming agreements covering 199 countries, Avea is growing rapidly and currently serves 11.4 million subscribers.
Challenges

Create an open telecommunications platform that can integrate new services such as mobile number portability and 3G network services. Enable fast reporting and immediate access to business data across the company by establishing an efficient and flexible data warehouse. Improve Aveas management of telecommunications campaigns by creating more specific target audiences and running more detailed postcampaign analyses.

Avea implemented a new data warehouse with Oracle Communications Data Model, OBIEE and Oracle Exadata. The new system serves almost every business area: campaigns, billing, voice access systems (VAS) events, customer interactions.
Results:

Migrated data from disparate systems with Oracle GoldenGate and created a central repository on Oracle Exadata, raising data access performance by a factor of five. Used the advanced data compression capabilities of Oracle Exadata to decrease 40 terabytes of data to a mere 10 terabytes. Leveraged Oracle Data Integrator to optimize Aveas ExtractTransform-Load (ETL) processes, decreasing the ETL batch window by more than 30%. Accelerated the companys reporting performance by three to ten times by integrating platforms, source systems, and operational data stores with Oracle GoldenGate. Leveraged the advanced visualization and analysis features of Oracle Business Intelligence Enterprise Edition, enabling more efficient and

Oracle White Paper Exadata Intelligent Data Warehouse Solution for Communications

in-depth analysis of data from across the companys telecommunications operations.

Automated most data warehouse maintenance processes and lowered the maintenance effort by nearly half.

Hong Kong Broadband Doubles Subscriber Base, Enhances Marketing Capabilities with Oracle Solution
We needed a versatile, integrated data warehouse architecture to improve our decision-making processes and enable our ongoing success. Oracle Communications Data Model enables our users to spend time analyzing data rather than collecting it. The results are clear in accelerated market share gains and reduced churn.
Jesse Chan, Director, Hong Kong Broadband Network

Hong Kong Broadband Network Limited (HKBN) is the second-largest and fastest-growing broadband service provider in Hong Kong. It offers a range of broadband, IPTV, and telephony services to more than 1 million subscribers. The Oracle Communications Data Model and OBIEE provide HKBN with a centralized analytics platform for monitoring customer and market data. The data models communications industry-specific schema enables HKBN to track key metrics such as customer behavior, competitor pricing and marketing campaign results. The Oracle technology behind the system delivers the performance and scalability needed to support rapidly growing data volumes. The system enables staff to quickly and easily extract and analyze subscriber, revenue, customer segment, and comparative trend analysis data to prepare for the launch of new marketing campaigns. Prior to the implementation, HKBNs reporting environment had its own siloed data structure and there was no visibility across multiple services within one customer account. Now HKBN has a unified repository for historic and current data, as well as access to timely, actionable intelligence.
Key Benefits:

Provided staff with the marketing intelligence they need to launch marketing campaigns faster and help increase earnings. Halved the time it took to create batch lists of customers who need to be reminded to review their contracts. Allowed managers to access key customer data immediately rather than wait one to two days for IT staff to find the relevant information. Allowed staff to better target subsets of customers who are responsible for the highest amount of revenue and serve them faster.

Oracle White Paper Exadata Intelligent Data Warehouse Solution for Communications

SoftBank Mobile Improves Database Query Performance by up to Eight Times With Oracle Exadata
Oracle Exadata Database Machine has enabled SoftBank Mobile to create a data warehouse with up to eight times the processing capacity of our previous data warehouse while reducing our overall database running costs by 50 percent.
Keiichiro Shimizu, Senior General Manager, Planning Management Department, Information Systems Division, SoftBank Mobile Corporation

Established in 1986, SoftBank Mobile Corporation is a leading Japanese mobile telecommunications service provider. It offers a range of mobile services that run on Wideband Code Division Multiple Access (WCDMA) and Universal Mobile Telecommunications System (UMTS) 3G networks. Driven by the popularity of smart phones, SoftBank Mobile has achieved the highest growth in Japans mobile phone market over the past two years, attracting more than 200,000 subscribers per month. This increase in subscribers from a previous average of 50,000 per month strained the companys data warehouse. In January 2009, SoftBank Mobile conducted an Oracle Exadata Database Machine proof-of-concept test with a transaction load based on an expected future increase in transactions. During this test, the companys data warehouse performance improved by up to eight times. As a result, SoftBank Mobile determined it was able to replace 36 Teradata racks with just three Oracle Exadata racks. The new data warehouse, running on Oracle Exadata, is connected to the customer care and billing system, which runs on Oracle Database.
Challenges/Opportunities

Deploy more storage capacity to handle an increase in transaction load. Reduce overall database running costs.

Results

Increased storage capacity for data warehouses to 150TB, an increase of 150% on the previous capacity Improved database query performance by up to eight times. Reduced database running costs by 50% and operational costs by more than half. Analyzed daily call detail records and customer logs in seven hours rather than 25 hours.

Oracle White Paper Exadata Intelligent Data Warehouse Solution for Communications

Turkcell Reduces Mean Reporting Time tenfold for More Than 50,000 Reports
It was a never-ending race to match the companys requirements for business performance and capacity. After the test migration, users were so happy that they did not let us go back. With Oracle Exadata Database Machine, we have outperformed expectations and we have prepared Turkcell for future growth.
Ferhat engnl, Data Warehouse Specialist, Turkcell letiim, Hizmetleri A..

Turkcell letiim Hizmetleri A.., a leading global system provider for mobile communications (GSM) in Turkey, has more than 34 million subscribers. Established in 1994, Turkcell created the first GSM network in Turkey and is the first Turkish company to be listed on the New York Stock Exchange.
Challenges

Manage 250 terabytes of data in an enterprise data warehouse that includes more than 500 Oracle databases and more than 150 new databases under development. Accelerate the development of 3,000 distinct reports of critical business data with 50,000 monthly report runs to support the analysis of up to 1.5 billion call data records generated by the companys customers, daily. Ensure scalability and business continuity in the telecommunications sector where data volumes double annually.

Results achieved

Used Oracle Exadata Database Machine to reduce the size of the companys data warehouse to 25 terabytes with hybrid columnar compression and simplified the system architecture from ten storage cabinets to one full rack Future-proofed the companys storage capabilities by leveraging the effortless scalability of Oracle Database, enabling the company to scale linearly by simply adding racks Reduced the mean time for producing a report tenfoldfrom 27 minutes to just 3 minutesand doubled reporting speed (reports completed in less than five minutes) from 45% to 90% of all reports, substantially enhancing the user experience for more than 300 users Lowered the number of reports requiring four or more hours to complete, from 87 reports to only one report Leveraged the expertise of Oracle Consulting to implement Oracle Exadata in just five days, without any interface change.

Oracle White Paper Exadata Intelligent Data Warehouse Solution for Communications

Oracle Exadata Intelligent Warehouse for Communications

As shown in these case studies, Oracle technologies can offer a great deal to service providers as they deploy advanced analytics solutions to better understand their customers behavior and influencers, optimize price, reduce credit delinquency, and anticipate demand on network resources. To help service providers achieve success even faster, Oracle has created a solution, known as the Oracle Exadata Intelligent Warehouse Solution for Communications. It is a complete software and hardware data warehouse solution that enables service providers to gain better business insight, achieve extreme performance and realize faster time-to-value. The solution includes the Oracle Communications Data Model, Oracle Business Intelligent Enterprise Edition and Oracle Exadata Database Machine.

Figure 2. The Oracle Exadata Intelligent Warehouse for Communications breaks down technology barriers, ensuring that the right information is delivered to the right people at the right time .

Oracle Exadata Database Machine

The Oracle Exadata Database Machine is the foundation of the Oracle Exadata Intelligent Warehouse for Communications solution. It is a preintegrated software, hardware and storage data warehousing solution that can improve query performance by 10x or more. . It features Oracle Database 11g and innovative technologies such as Exadata Smart Scan, Exadata Smart Flash Cache, and Hybrid Columnar Compression, which enable extreme performance for data warehousing, online transaction processing (OLTP) and mixed workloads, so CSPs can run both

Oracle White Paper Exadata Intelligent Data Warehouse Solution for Communications

operational and strategic data warehousing applications on the same machine. And Exadatas unique grid architecturefeaturing an InfiniBand networkensures that the network will not bottleneck With Oracle Exadata, CSPs can consolidate all their database applications, store up to ten times more data, search data up to ten times faster, and make faster business decisions in real time.

Oracle Business Intelligence:

Oracle Business Intelligence Enterprise Edition 11g is a comprehensive business intelligence platform that delivers a full range of analytic and reporting capabilities. Designed for scalability, reliability, and performance, Oracle Business Intelligence Enterprise Edition 11g delivers contextual, relevant and actionable insight to everyone in an organization, resulting in improved decision-making, better-informed actions, and more efficient business processes.

Comprehensive BI functionality built on a unified infrastructure Reduce cost and increase productivity with a common infrastructure for producing and delivering enterprise reports, scorecards, dashboards, ad hoc analysis, and OLAP analysis. Powerful user experienceIncrease user adoption with a powerful, task-oriented navigation framework. Unified business modelEnsures that all metrics, calculations and definitions are uniformly consistent to provide better alignment and visibility across the organization.

Oracle Communications Data Model

Oracle Communications Data Model is a complete enterprise data warehouse and business analytics solution designed specifically for the telecommunications industry. OCDM is much more than just a data model. At the heart of the product is a complete data base schema for the communications industry, conformance certified with TMF SID. It consists of over 1,400 tables and over 20,000 columns. The product also includes over 1,300 industry specific key performance measurements. The product also provides predefined and pre-built data mining models, OLAP (online analytical processing) cubes and sample reports.

Oracle White Paper Exadata Intelligent Data Warehouse Solution for Communications

Conclusion
The Oracle Exadata Intelligent Data Warehouse Solution for Communications combines world-class hardware, database, and business intelligence with a communications-specific data model based on the TM Forums SID information framework to form a fully integrated data warehouse solution. This standards-based, pre-built approach to communications data warehousing enables communications service providers to realize the power of insight from day one while building a flexible foundation for future business initiatives. And total-cost-ofownership is dramatically lower than comparable solutions from other suppliers. An out-of-the-box Oracle-based solution ensures reduced implementation and maintenance costs for both immediate and on-going operations. The Exadata Intelligent Data Warehouse Solution for Communications is the preferred platform for data warehouse initiatives with analytics. These analytics can be used to:

Better understand customer motivation and behavior. Suggest attractive offers and predict the likelihood of offers being accepted. To model and improve customer experience related processes. Measure performance improvement and customer satisfaction. Predict the likelihood of customer churn, so that action can be taken to retain customers rather than lose them to a competitor.

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Customer Centric and Profitable Phone Store Operations July 2011 Oracle Corporation World Headquarters 500 Oracle Parkway Redwood Shores, CA 94065 U.S.A. Worldwide Inquiries: Phone: +1.650.506.7000 Fax: +1.650.506.7200 oracle.com 0109 Copyright 2010, Oracle and/or its affiliates. All rights reserved. This document is provided for information purposes only and the contents hereof are subject to change without notice. This document is not warranted to be error-free, nor subject to any other warranties or conditions, whether expressed orally or implied in law, including implied warranties and conditions of merchantability or fitness for a particular purpose. We specifically disclaim any liability with respect to this document and no contractual obligations are formed either directly or indirectly by this document. This document may not be reproduced or transmitted in any form or by any means, electronic or mechanical, for any purpose, without our prior written permission.

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