1.
BIG DATA
Arnon Rotem-Gal-Oz
Director of Technology Research, Amdocs
The blind men and the elephant. Poem by John Godfrey Saxe (Cartoon originally copyrighted by the authors; G.
Renee Guzlas, artists http://www.nature.com/ki/journal/v62/n5/fig_tab/4493262f1.html

2.
1880 US
Census

3.
Hollerith
Tabulating
Machine
Hollerith photos by Martin Wichary :
http://www.flickr.com/photos/mwichary/4358926764/in/photostream/

4.
ource: Silicon Angle http://siliconangle.com/blog/2013/11/13/how-big-is-big-data-really/
Big data happens when the data you
have to process is bigger than what
you can process in the given time with
current technologies

5.
Myth: Big data = keep all data
Source: Big Data Public Private Forum : http://www.big-
project.eu/sites/default/files/D2.2.1_First%20draft%20of%20Technical%20white%20papers_FINAL_v1.01_
0.pdf

6.
Source: Big Data Public Private Forum : http://www.big-
project.eu/sites/default/files/D2.2.1_First%20draft%20of%20Technical%20white%20papers_FINAL_v1.01_
0.pdf

7.
Some Telco
Numbers
Source: Wikipedia
http://upload.wikimedia.org/wikipedia/commons/5/50/Telephone_operators,_1952.jpg

8.
So, what do we do
with all this data?
Wikipedia http://upload.wikimedia.org/wikipedia/commons/0/06/UPS_Truck.jpg

9.
It’s the insights, stupid*
* With apologies to Bill Clinton

10.
ource: Silicon Angle http://siliconangle.com/blog/2013/11/13/how-big-is-big-data-really/
Big data analytics is when sample = N
• Big data happens when the data you have to process
is bigger than what you can process in the given time
with current technologies

11.
“My daughter got this in the
mail!, She’s still in high school,
and you’re sending her coupons
for baby clothes and cribs? Are
you trying to encourage her to
get pregnant?”
Source: Forbes http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-
father-did/

12.
We need to
watch out that
Analytics won’t
get too creepy

13.
When people hear
big data they think
fast data
Source: Steve Jones Cap Gemini
http://www.no.capgemini.com/node/778541

14.
Subscribers
Collect
& Filter
Correlate
(simplified) Network proactive care flow
Account
Event Store
Identify &
Predict
Network
Failures
Reimburse
VIPs
Prioritize
technicians
Identify
impact on
high valued
Accounts

15.
ource: Silicon Angle http://siliconangle.com/blog/2013/11/13/how-big-is-big-data-really/
Big data is when we can handle data
fast enough to make a difference
• Big data happens when the data you have to process
is bigger than what you can process in the given time
with current technologies
• Big data analytics is when sample = N

16.
Technology space

17.
The Elephant in the room

18.
Hadoop Stack
Map/R
educe
HDFS
HBase
Pig
Hive
Zoo
Keeper
Oozie Mahout
Giraph

19.
Schema on read

20.
Move data to computation

21.
Maybe we should rethink
moving data to
computation…
Source : http://my-inner-voice.blogspot.co.il/2012/06/haddop-101-paper-by-miha-ahronovitz-and.html

22.
Map/reduce
Source: http://www.bodhtree.com/blog/2012/10/18/ever-wondered-what-happens-between-map-and-reduce/

23.
Customer Segmentation
First
name
Last
name
ARPU Age Device Country …
Mr. Smith 100 22 iPhone 5s,White USA
John Doe 87 42 Samsung Galaxy S5,Gold France
Lady In Red 105 21 Samsung Note 3, White UK
…
Uluru, Australia by Stuart Edwards (cc) http://en.wikipedia.org/wiki/Uluru#mediaviewer/File:Uluru_Panorama.jpg

24.
K-Means
ARPU
Age
Source : http://pypr.sourceforge.net/kmeans.html

25.
K=3ARPU
Age
ARPU
Age
Source : http://pypr.sourceforge.net/kmeans.html

26.
New paradigms
Map/R
educe
HDFS
HBase
Pig
Hive
Zoo
Keeper
Oozie Mahout
Giraph

27.
New Paradigms
Map/R
educe
HDFS
HBase
Pig Hive
Zoo
Keeper
Oozie Mahout
YARN
Giraph

28.
New Paradigms
Map/R
educe
HDFS
HBase
Pig Hive
Zoo
Keeper
Oozie Mahout
YARN
Giraph
Spark
Storm
Slider
Flink
Impala
Tez
Presto

29.
Amdocs Analytics & Data Management
Heritage
2013
• Proactive Care
• TerraScale
• Network optimization
• Real time
analytics platform
• Single product catalog
• BSS–OSS
Integration
• CRM-Billing
Integration
OSS
Analytics Platform,
16 Analytics Patents
• aLDM logical data
model
• Policy control
Network Analytics
CRM
2000 2008
AcquisitionsPortfolio

30.
34
Information Security Level 2 – Sensitive
© 2014 – Proprietary and Confidential Information of Amdocs
Touchpoints & Applications
CRM Self Service E-MailPCRF SMS OtherWi-Fi OffloadCampaign Mng. • • • • • • •
Operational
Envelope &
Platform
Administration
• Security
Management
• Configuration
Management
• Services
Inventory
• Performance
Management
• Fault
Management
• LoggerCollect &
Ingest
Transform
& Enrich
Aggregate
& Correlate
Drive
Insight
Close the
Loop
Machine
Learn &
Score
Application-Ready Data and Analytics/ML Insights
Entities and Profiles
Detailed Data
OSS
Probes SocialRAN Inventory Usage &
Charging
CRM
Real-Time & Batch Connectors
Insight Platform
Marketing
Analytical
Application
Framework:
Dashboards &
Visualisation
Decisioning
Engine
Dynamic Micro
Segmentation
Network Care Operations

31.
ource: Silicon Angle http://siliconangle.com/blog/2013/11/13/how-big-is-big-data-really/
• Big data happens when the data you have to process
is bigger than what you can process in the given time
with current technologies
• Big data analytics is when sample = N
• Big data is when we can handle data fast enough to
make a difference

32.
Additional takeaways
• CSPs have always been in the big data
business – they just didn’t know it
• Big data is not a panacea
• Hadoop is shaping up as the big data OS
– Though there are alternatives arriving from the
cloud arena (mesos, kubernetes)

33.
What we
covered here
is not even
the tip of the
iceberg
Source: wikimedia http://commons.wikimedia.org/wiki/File:Iceberg.jpg

34.
Arnon Rotem-Gal-Oz
Director of Technology Research, Amdocs
arnonrot@amdocs.com / arnon@rgoarchitects.com