Business Intelligence Supporting Operations Research In 3G Era

May 2008 restructuring of China's telecom operators from the original five companies merged into three companies, the new operators have the ability to the full-service operations. Meanwhile, in early 2009, China's telecom operators were awarded 3G operating licenses from the 3G era also opened the prelude. This series of changes in the telecommunications industry to bring about a profound impact, operators face many problems. Such as, 3G network construction issues, mobile and fixed network service convergence issues, full-service operations are facing unprecedented competitive pressures, value-added services on how to develop in the direction the Internet and other issues. These problems are all business intelligence applications in the telecommunications industry, and put forward higher requirements: BI should make us more intelligent business and operations. In the 3G era, BI should be from a business value to customers as the center hub. BI is not only a simple report query, but should be closely around the user, the integration of operations with full-service analysis capabilities and value-added business innovation capability and establish the closed-loop flow of business operations and enhance real-time marketing capabilities, end to end to support the needs of users.The telecommunications industry a new generation business intelligence platform, General Business Operator Platform (referred to as GBOP) effectively solve the above problems. GBOP based on the traditional platform, and more focus on business applications, to better reflect the analysis of processes and real-time interaction. GBOP were carried out in the application of integrated customer view-based, focused full-service operational analysis capabilities integration and value-added business analysis capabilities. Analysis customer relationship management is the brain to make decision. A unified marketing platform and establish a closed-loop flow of business operations and enhance real-time marketing capabilities to support end-user needs.GBOP in the system architecture is divided into four: show layer, application layer, the platform layer, the data layer.Show layer: Provides a unified access portal interface system, the system needs to access the system through the portal to the need to interact. To provide Intranet, GPRS, SMS, Internet and other access methods.Application Layer: The main variety of thematic analysis of the system applications, including: converged business analysis platform, value-added business management platform, analytical customer relationship management, marketing management platform, customers view management.Platform layer: It is the system of secondary development platform that provides the basis for the system functions and services. Include: KPI, reports, OLAP, workflow, rules engine, GIS, logging, security, backup, permissionsData layer: Provides system is based on data and application data, is the system's data platform. System is divided into: data warehouse, data mart, memory database, ETL systems, and various external data sources. ETL gathered from the source system data to data warehouse and aggregate raw data processing, formed a variety of applications and knowledge. Memory database mainly processed signal data, original signal data in the memory database supported rules fast-match, to meet the requirements of real-time nature.GBOP system is characterized as follows: It is simple, real-time, open, it can quickly and accurately analyze customer behavior, helping operators to provide better customer service. Because simple and system operation until a more humane, in order to be more compatible with human logical thinking; because the real-time, in order to get closer to customers, in order to be more intelligent in order to better adapt to today's highly competitive environment; as open, in order to better integrate with other systems in order to more powerful in order to provide more extensive functionality. The principle of system construction are as follows:1. The principle of consistencyClosely around the 3G systems, the core business, and vigorously promoting a customer-centric core applications. Maintain system compatibility with the historical version, expanding the application can be tightly integrated with existing systems and can further develop its new application value.2. The principle of StabilitySystem functionality continuously strengthened the reliability of the system must be set higher requirements. In particular, real-time data acquisition processing storage and signaling require the system of large volumes of data and timeliness of data processing to achieve the level of seconds, the system's real-time response capabilities and marketing capabilities, we need the stability of the system on the first position .3. The principle of developmentSystem is not only a business application platform, it should be a new business development platform. The system requires considerable development-oriented, able to constantly adapt to the new platform-building needs. The secondary development of the system capacity, standard interface capabilities, and seamless docking capacity of third-party systems, require the construction of the system can not remain at the level of the system itself. Need to completely open system with the ability to achieve a variety of information push mechanism to achieve the diversity of access to information and improve the efficiency of information acquisition.4. Topics of the principleFace a variety of operational staff, different market segments require the application of specialized analytical skills, encourage enterprises to upgrade the management level. Transition from a "platform building" to focusing on the "application of building" the main change in the system's analytical power into execution, highlighting the support system the role of market operators and value.GBOP the whole architecture design solves the traditional vertically-oriented business management system to operators in the operational management brought about many shortcomings. Through the construction of the platform will be full-service analysis and customer value analysis of the combination, and value-added services to the existing network platforms, able to provide full-service carrier business network transformation and network convergence to provide a solution.GBOP is a long-term evolution of the platform, it is in the original BI analysis platform, based on the functional and operational re-integration of 3G era to conform to new ideas, new business trends. It can adapt to era of 3G operators, customer value analysis, can be adapted to real-time operators in 3G era of policy-making and marketing needs, can help operators to end-user management, it can make voice services, value-added services, data, fixed service between the organic integration and concerted efforts. It is a platform, but also a secondary operating system. In the competitive era of 3G today, the system construction are more meaningful.