Business Intelligence In The Telecommunications Industry, Applied Research

The telecommunications industry, one of the leaders in operating with large electronic data in China, now need to choose a deeper analysis of the data under the pressure of the fierce competition to improve the analytical capacity of enterprises and enhance their market competitiveness by more scientific decision-making activities.Applications about Business intelligence mainly include two aspects; first and foremost is the establishment of data warehouse, the second is data analysis applications.In recent decades, the telecommunications industry has gradually accumulated a large number of sophisticated database application systems, such as the "Telecommunications Business Integrated Management System", "Local Network Management System", "Financial Management System", "10000 customer service system," and so on. A large number of data have been created when using these systems. These historical data are distributed on different hardware, database; to query these historic data, time-consuming and laborious, not to mention the different business sectors comparative analysis of the data associated with them. At the same time, we will encounter the problem such as data type mismatch, the data have different definitions, data inconsistencies, data redundancy and other issues. Therefore, though the telecommunications industry has accumulated a lot of business data, but these data are fragmented, isolated and stored in another, it is not possible for the telecommunications enterprise development support.If we do structural reorganization by the characteristics and development needs of telecommunications industry, it will enable telecom companies a valuable resource-data, become real value information.Business intelligence in the telecommunications industry can produce a wide range of applications, not only the business aspects of the market, but also include finance, human resources, in analytical content. These applications enhance the enterprise's overall business, and increase scientific decision-making capacity of the enterprises.I have been engaged in the telecommunications industry in recent years and participated in business intelligence applied research projects in several provinces and cities, the main applications include the following examples:1, fixed-line telephone bill behavior analysisIn the fixed-line telecommunications market, telecom companies have to face the problem that few to be used after fixed-line telephone installation. If we do correlation analysis through the data of long-distance telephone, local telephone and information station, details of the user's archives and other relevant data, and screen customers from the spending power, consumer habits, consumption cycle, and many other aspects of the conduct of the user-cost voice analysis and forecasting, you can find out which users relatively strong spending power, has developed into a major customer's potential for communication, and targeted strategies to provide tariff concessions, and inspire those users call enthusiasm to solve the problem.You can also talk through the beginning and ending time and the passage of a long analysis of various types of users receive calls on time distribution and consumption of the peak, monthly consumption, peak consumption time for long-distance, consumer number and where the spending power of users is relatively high, where the low purchasing power of users and other information.The purpose of behavioral analysis is to find out the characteristics of telephone users in consumption, and accordingly raised the business marketing strategy to meet business development needs.2, preferential policy forecast simulationIn telecommunications market, we often supply some preferential policies to encourage users to use of telecommunications services and increase talk time. These preferential policies improved the convenience of the user's use and also increased the amount of actual profits of enterprises.Right promotions may extend business, but if the preferential policy is wrong, the result could be counterproductive. The use of business intelligence technology to achieve preferential policy in the simulation model, according to preferential policies to simulate billing and simulated accounts, its simulation results will be prompted to set the preferential strategy is appropriate and may be subject to adjustment, optimization, so that preferential policies the greatest success.3, arrears and dynamic analysis of anti-fraudArrears issue has been a serious problem in telecom enterprises. Reminder fees, parking, disassemble such a move after another could not stop malicious user arrears but make some users complained occasionally arrears instead. Arrears and dynamic anti-fraud analysis, we concluded a variety of cheating charges, delinquent behavior inherent laws after the data warehouse based on the deceptive acts and delinquent behavior of a rule base.In addition, the arrears and dynamic analysis of anti-fraud prevention is not just a passive analysis, you can also take the initiative to carry out statistical analysis. Arrears and dynamic analysis of anti-fraud alert the arrears to minimize enterprises loss. At the same time, through the users fee write-offs for the situation, social class, occupation of resources, analysis of the user's credibility, we can offer different services and benefits to the credibility of different users.Anti-fraud analysis is one of the main applications in the field of business intelligence in telecommunications; you can save a lot of money for the enterprise and reduce business risk.4, customer relationship management (CRM) analysisIn the telecommunications industry, we need to pay a much higher price to win a new customer than to retain an old customer; therefore, improve service quality to win customer's loyalty to the company's survival and development of great significance. However, Telecom's customer base is very substantial, but also customer service requirements have become more sophisticated, good service work is no longer a beautiful smile salesperson will be able to complete the matter, and must take advantage of advanced business intelligence technology, user-for customer relationship management analysis, that is, CRM (Customer Relation Manage).Specific contents include:the use of customer information and all possible help for customer data analysis and management for customer profile analysis, customer loyalty analysis, customer profitability analysis, customer profiling, customer future analysis, customer product analysis, customer marketing analysis: by the analysis of these data to provide both retain existing customers and attract new customers'decision-making information.After the introduction of CRM business intelligence, telecommunications companies found that many of the original law can not be found to enhance the user's understanding of business, at the technical level for their own customers to help companies provide better services to enhance user loyalty.5, operating cost and income analysisAs a functioning market economy, there's no doubt that to get the greatest economic benefit for the enterprise in the telecommunications business is one of the core objective of the operation; of course, should also take into account social benefits, customer service and so on. Operating cost and revenue analysis is based on the types of economic activities costing more likely the business income (communications business income, other income) with a variety of costs (operational costs, management fees, taxes, other expenses) income between the branch difference, analysis of economic activity curves, the corresponding measures for improvement and ways to reduce costs, reduce expenses, increase revenue.6, network management and network optimization analysisMost of the domestic telecommunications enterprises currently built the provincial center for network management. The data saved in the center is the fundamental basis to adjust and optimize the fixed network structure and improve the quality of the whole China Netcom. The aim of network management and network optimization analysis is analysis, clustering, so as to improve the quality of the whole network, optimizes the network structure, network planning to provide a reliable guarantee. Network management and optimization analysis in the following three aspects of the current system expansion: the expansion and refinement data source:Increase the amount of data:a rich type of statistical analysis.7, dynamic reportAs the operational and management needs are constantly changing, many needs have not thought of in the beginning of system design, the report output has become an increasingly prominent contradictions and, therefore, the formation of the difficulties and tabulation reports a considerable increase in workload is a serious problem. Dynamic Report is the use of metadata in business intelligence technology, the idea of a report element broken down into basic components to realize the data according to user-axis, timeline, geographical axis, call type shaft and so on, the user's call volume, consumption analysis, etc. statistics, the formation of a variety of reports, namely, dynamic reports.In addition, business intelligence applications in the telecommunications industry, including not only market analysis, but also can include finance, human resources, etc. data, and thus to complete the management of all aspects of enterprise development, the diagnosis, look for deficiencies in internal management of enterprises, and to make targeted improvements.The experience of Business Intelligence System is few; and there are also not many domestic cases in the field of telecommunications; therefore, the domestic telecommunications industry, business intelligence system, with the following features:1, less experiencedBusiness intelligence technology in foreign countries have some of the more widely used, but in China, whether it is the telecommunications industry or the financial sector, do not have experience in building large scale that can be followed, the specific business applications, is also a reference to a number of foreign telecom operators application content for construction, because data analysis involves many users of consumer behavior, there are a lot of cultural identity, so a lot of foreign data analysis model was not able to directly move to China, this domestic business intelligence building a lot of questions.2, large volumes of dataDue to the rapid development of China's telecommunications industry, making China become the world a very large telecom market, China now has more than 200 million mobile users and fixed users 240 million, such a large user base, exists only 5～six telecom operators, will inevitably lead to each operator's user data very substantial.In the business intelligence projects, the domestic telecom operators are also very large data accumulation, and these large amount of data analysis and storage, to enable business intelligence projects face many technical challenges. How to organize such a large data source, and analyze valuable information from which constitute the domestic business intelligence projects important technical difficulties.3,complex IntegrationDomestic telecom operators, types of business involved in an extremely complex task, not only network management system, but also a large number of network support systems (e.g. billing systems), but also a management system (for example:financial systems, human resources systems, etc.).Due to historical reasons, these heterogeneous systems are different manufacturers and system structure, to integrate these systems, technically faces a big problem, how is the data source in the planning and acquisition, which is very difficult. The data warehouse will not only collect data on departmental level, will eventually evolve into enterprise-class data warehouse, all operations related to business aspects, including:production, support, and management of systems.Therefore, the process of building business intelligence is a gradual process, not a bounce in respect of, which also illustrates the difficulty of business intelligence projects.4, types of business moreDomestic telecom operators have different business scope and content, but more than types of business operations, business intelligence applications are tightly integrated with business content, and the many types of business means that business intelligence will be more follow-up analysis of the workload more.For example, the domestic telecom companies not only provide traditional phone business, but also to provide some data services, while the call and data services at the operational characteristics of the performance have a lot of different and, therefore, in the data analysis, will also have a lot of different content.5, analyzing system performance requires highAs the domestic telecommunications operators larger than the user data, resulting in relatively large size of the data warehouse, so the data analysis system for high performance requirements, or will be unable to meet the actual needs of business applications. For example, the domestic telecom operators a province the size of the user, it is often the equivalent of a medium-sized European country the size of the national users, therefore, the process of conducting data analysis data warehouse the size of relatively large, about the size of dozens of TB, often there system is running a busy situation, and can not determine that crashes, and still busy computing, temporarily unable to calculate the result. This is the analysis of performance of the system requirements are higher.6, data integration and managementAt present, the domestic telecom enterprises in the construction process of the initial business intelligence, is only a department-level data warehouse, as the business continues to expand, to the completion of the final enterprise-class data warehouse construction. In building the enterprise data warehouse in the process of data integration and management will be important, because only the financial, human resources and other data in order to reflect the actual business operation process, and other expenses in the cost of information, and to report thereon to the relevant business diagnostic activities, improve the management efficiency of enterprises.Because of characteristics above, the domestic construction business intelligence systems faces many difficulties and challenges, but also constitute the domestic telecommunications industry, the process of building business intelligence systems an important subject.In this paper, based on my own experience and experience of practitioners, a collection of some of the current industry applied research references, first set out some basic concepts of business intelligence, and then gradually discusses the telecommunications industry data warehouse, data, mining, OLAP, etc. the application of prevailing discussed issues, problems and solutions, the final data analysis process for the application of research had made some personal lessons learned.