Current data utilization aims at monitoring and quality improvement

Network and user data are usually captured for a specific ­purpose. The network-related data captured by the network elements are the basis for network operation. They are used to monitor continuously the network, to eliminate malfunctions, and to optimize the network. Market and user data are used in addition for capacity planning and the planning of long-term network expansion so that the network expansion is aligned to the service demand.

Network quality is typically analyzed with data from the ­network management system, supported by drive tests and customer complaints. The correlation of these data helps to determine how customers actually perceive the service quality reported by the network elements since not always customer perception coincides with network reports. This is a way to improve network quality specifically in the areas where customers really notice it or where it is necessary to increase the customer satisfaction of particular customer groups.

Deep packet inspection helps to improve bandwidth management because dedicated services can be prioritized or penalized. A typical example is the suppression of VoIP services in mobile networks. Furthermore the DPI allows to individually bill elements of a Web site, e.g., a video integrated into a Web site, – even to the extent of specific blocking or censoring of certain Web contents.

Based on that information behavior-oriented advertising systems can be implemented which analyze the habits of customers and send corresponding advertising messages. British Telecom has already implemented such a system under the brand “Phorm”, but has suspended its use indefinitely in the wake of an action filed by the EU against Great Britain claiming violation of EU data protection regulations.

The customer-centric information from the billing and ­customer relationship management systems are the key input data for the continuous optimization of the offered services and for the ­development of a long-term market strategy. The analysis of the current levels of service utilization, differentiated ­according to market and customer segments, enables in ­particular a long-term prediction about the estimated service usage. Such a forecast requires the current and expected distribution of end ­devices as well.

All these data captured in the network and from customers are enhanced by various geodata such as land-use and elevation data. Market analyses often make use of socio-demographic data such as age and purchasing power. Their results are used for the spatial planning, coordination, and monitoring of customer-oriented market campaigns and for the planning of network ­expansion. The methods and tools used can be subsumized under the term “geo-marketing”.