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Enabling a digital lifestyle using data analytics and machine learning

Globe Telecom
is the leading full service telecommunications company in the Philippines,
serving the needs of consumers and businesses across an entire suite of
products and services including mobile, fixed, broadband, data connections,
internet and managed services.

Accounting
for more than 50% of the Philippines’ mobile revenues, Globe Telecom leads the
mobile market, while also generating one-third of the country’s fixed broadband
revenues and enterprise data connections.

To enhance customer experience for its 60 million customers,
Globe Telecom looked into the use of machine learning to deliver real-time
targeted marketing and optimised products and services, while maintaining
compliance with the latest industry data regulations in the country.

Data explosion as both opportunity and
challenge

Mr Gil Genio, Chief Technology and Information Officer and Chief Strategy Officer of Globe Telecom Credit: Cloudera (https://www.cloudera.com/more/customers/globe-telecom.html)

According
to Chief Technology and Information Officer and Chief Strategy Officer of Globe
Telecom Mr Gil Genio, the company strives to enable its customers to live a
digital lifestyle that is supported by its robust and pervasive mobile network.

Given
the increasing number of Internet of Things (IoT) devices, Globe Telecom’s
mobile data volumes grew by 66% in 2017, reaching 600 petabytes (PB). The increased
volume of data generated by IoT devices is valuable resources for the company
to gain real-time insights of consumer behaviour and preference.

Yet,
consumer spending on mobile services was not increasing at the same rate. As
such, Globe Telecom must seek new ways to optimise its investments, bundle product
offerings, and deliver contextual advertisements that elicit the most response
from its customers.  

“To sustain our growth, we are always looking for ways to
improve customer experiences across our channels and touchpoints. Our ability
to strategically manage and monetise information about our customers will
enable us to deliver value-added products and further differentiate ourselves
in today’s competitive business landscape,” said Mr Genio.

Another
challenge that Globe Telecom faced was its traditional data warehousing
infrastructure which was expensive and unable to accommodate the speed or scale
of Globe Telecom’s data.

The value of a modern data management
infrastructure

Credit: Cloudera (https://www.cloudera.com/more/customers/globe-telecom.html)

With
the above-mentioned problem statements in mind, Globe Telecom started to search
for a new data management infrastructure that not only helps to manage the data
but also keep it secure, tracked and reportable for regulatory and privacy
compliance. They soon found the solution through Cloudera.

“Cloudera
is uniquely positioned to help us manage our data so we can get into the real
core of our purpose, which is to more effectively market, to more effectively
change the custom experience of a customer, and at the end of the day to make
their mobile lifestyles even more effective,” said Mr Genio.

With
the help of Cloudera, Globe Telecom revamped its data management infrastructure
to meet its needs and tap on new business potentials. Understanding that service
providers are among the biggest aggregators of data under evolving market,
technology, and regulatory conditions, Cloudera
Enterprise
allows telecoms to securely sync user, network, device,
business, and social data to drive customer intimacy and accelerate innovation.

With
Cloudera
Enterprise
at the core of Globe Telecom’s data management
architecture, the increasing volumes of real-time, granular network signal
information and data from batch loads are ingested into a centralised data hub
and made available to all employees across the organisation with full fidelity
and security. Different functions across the company, including marketing, credit,
and finance, also benefited from direct access to the platform. Cloudera’s
platform is also able to allow telecommunications companies to scale to today’s
and future data volumes and delivers machine learning and advanced analytics
techniques to become data and insight driven.

 “Two years ago, we were probably a bit behind
mobile companies around the world,” said Mr Genio. “But today, we're trying to solve
those challenges simultaneously with many other companies around the world… We
can manage, interpret, and, at the end of the day, democratise all of that
information that's all visible to us.”

Leveraging
analytics, Globe Telecom is now able to perform customer segmentation that
would have been previously impossible, resulting in a better mobile experience
and more effective ads.

By
future-proofing its analytical environment, Globe Telecom is maintaining a
competitive edge in a fast-moving, global industry. 

All
information from customer
success story
 at www.cloudera.com.

PARTNER

Qlik’s vision is a data-literate world, where everyone can use data and analytics to improve decision-making and solve their most challenging problems. A private company, Qlik offers real-time data integration and analytics solutions, powered by Qlik Cloud, to close the gaps between data, insights and action. By transforming data into Active Intelligence, businesses can drive better decisions, improve revenue and profitability, and optimize customer relationships. Qlik serves more than 38,000 active customers in over 100 countries.

PARTNER

CTC Global Singapore, a premier end-to-end IT solutions provider, is a fully owned subsidiary of ITOCHU Techno-Solutions Corporation (CTC) and ITOCHU Corporation.

Since 1972, CTC has established itself as one of the country’s top IT solutions providers. With 50 years of experience, headed by an experienced management team and staffed by over 200 qualified IT professionals, we support organizations with integrated IT solutions expertise in Autonomous IT, Cyber Security, Digital Transformation, Enterprise Cloud Infrastructure, Workplace Modernization and Professional Services.

Well-known for our strengths in system integration and consultation, CTC Global proves to be the preferred IT outsourcing destination for organizations all over Singapore today.

PARTNER

Planview has one mission: to build the future of connected work. Our solutions enable organizations to connect the business from ideas to impact, empowering companies to accelerate the achievement of what matters most. Planview’s full spectrum of Portfolio Management and Work Management solutions creates an organizational focus on the strategic outcomes that matter and empowers teams to deliver their best work, no matter how they work. The comprehensive Planview platform and enterprise success model enables customers to deliver innovative, competitive products, services, and customer experiences. Headquartered in Austin, Texas, with locations around the world, Planview has more than 1,300 employees supporting 4,500 customers and 2.6 million users worldwide. For more information, visit www.planview.com.

SUPPORTING ORGANISATION

SIRIM is a premier industrial research and technology organisation in Malaysia, wholly-owned by the Minister​ of Finance Incorporated. With over forty years of experience and expertise, SIRIM is mandated as the machinery for research and technology development, and the national champion of quality. SIRIM has always played a major role in the development of the country’s private sector. By tapping into our expertise and knowledge base, we focus on developing new technologies and improvements in the manufacturing, technology and services sectors. We nurture Small Medium Enterprises (SME) growth with solutions for technology penetration and upgrading, making it an ideal technology partner for SMEs.

PARTNER

HashiCorp provides infrastructure automation software for multi-cloud environments, enabling enterprises to unlock a common cloud operating model to provision, secure, connect, and run any application on any infrastructure. HashiCorp tools allow organizations to deliver applications faster by helping enterprises transition from manual processes and ITIL practices to self-service automation and DevOps practices. 

PARTNER

IBM is a leading global hybrid cloud and AI, and business services provider. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain the competitive edge in their industries. Nearly 3,000 government and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM’s hybrid cloud platform and Red Hat OpenShift to affect their digital transformations quickly, efficiently and securely. IBM’s breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and business services deliver open and flexible options to our clients. All of this is backed by IBM’s legendary commitment to trust, transparency, responsibility, inclusivity and service.

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