Flytxt and Intel: Enabling CSPs to generate

sustained economic value from data

White Paper
Flytxt and Intel: Enabling CSPs transform Data to Measurable Economic Value
The business context: The whole world is now shrinking to a palm held device. Consumers prefer mobile devices to talk,
enjoy music, transact, learn and socialize. Communicaton Service Providers (CSPs) world-wide are witnessing huge
explosion in transacton data owing through their network and connected devices.
However, for CSPs, the real challenge is
How to improve margins and retain customers in the wake of burgeoning cost of service delivery and intensive
competton in the market?
Challenges for CSPs:
How to integrate any and all data for informed decision making?
How to optmally scale up the infrastructure for processing exponentally growing variety of data owing in
real-tme?
How to enable online experimentaton and optmal decisioning to make sense out of data at the appropriate
tme?
How to analyze mult-dimensional data clusters to derive insights, recommendatons and actons?
How to facilitate Man-Machine Collaborated Decisioning for optmal value creaton across business workows?
CSPs realize that they need to utlize its most abundant resource, the informaton asset, to generate incremental
economic value. CSPs can potentally increase revenue & margin, reduce cost & churn as well as enhance customer
experience & loyalty leveraging Big Data Analytcs.

However, the very same characteristcs of data that makes it highly interestng and valuable also endows it with a level of
complexity the exponental increasing volume of data, the velocity at which it is generated, the variety of data that is
available and last but not the least, the veracity of the data. An appropriate Big Data approach that can eectvely manage
this complexity will create signicant value for CSPs.
1 Flytxt and Intel: Enabling CSPs to generate sustained economic value from data
Scalable Platorm for Big Data Integraton
The amount of data that companies need to process is growing increasingly larger and the complexity of Big Data is only
going to get bigger as more organizatons realize the benets of working through enormous data sets in real tme.
In fact, the Big Data market was estmated to be $5 billion for 2012 and is predicted to reach $53 billion by 2017,
according to Wikibon Market Research. About 2.8 zetabytes of data were generated worldwide in 2012 and the amount
will increase to 40 zetabytes in 2020, according to the IDC Digital Universe report.
Whether you need to quickly analyze consumer behavior, sort through personal locaton data from millions of
smartphones, or detect fraud as it is happening, Big Data generates signicant nancial value across a myriad of sectors.
Many organizatons are turning to the open source Hadoop framework for churning through vast sets of unstructured
data. However, their eorts to go beyond pilot phase of testng the technology for commercial deployment are hampered
by several issues. They include immature elements of non-functonal aspects of Hadoop deployment, security &
management, availability of experienced Hadoop specialists, optmized deployment of hadoop framework on current and
evolving storage, virtualizaton & network infrastructures to deliver optmal performance and lack of easy and seamless
integraton of Hadoop based data lakes with other deployed Enterprise sofware such as Data warehouses, business
intelligence & in-memory databases.
This is why we created the Intel Distributon for Apache Hadoop* (IDH), and the support/services capabilites around it
worldwide and are investng resources into the community directly to expand the capabilites of Apache Hadoop into
handling data explosion related data center sofware.

Hadoop contnues to evolve rapidly and being open source, it can be downloaded by everyone easily, without cost & can
be used to evaluate its ability to address diverse set of big data problems like reportng queries, text searches over vast
data sets, low latency near real tme querying etc. The framework is getng improved with the help of several companies
such as Intel and others investng aggressively.
Enterprise Grade Management and Reliability
Intel has over 3 years of experience extending, building, deploying & optmizing Hadoop framework with some of our
largest cloud, telecommunicatons & enterprise partners.
This experience, combined with output of research from Intel Labs in optmizing Hadoop clusters through innovatons in
machine learning, has provided us some unique perspectves on how to provide enterprise grade manageability missing
from the framework.
The Intel Manager in IDH includes wizards that will eciently guide you through tasks and workows, while tabbed
navigaton helps you quickly navigate between components. It simplies deployment of HDFS and HBase, HIVE and the
rest of the Hadoop platorm.
In additon, we have established worldwide enterprise-grade support and services backed by Intel & its ISV & OEM
partners.
The Soluton
Flytxt and Intel have partnered to launch a fully integrated and scalable Big Data analytcs platorm for CSPs to transform
data to insights, recommendatons and actons within seconds. The platorm allows CSPs to accelerate decision making
and realize economic value across business workows optmally.
2 Flytxt and Intel: Enabling CSPs to generate sustained economic value from data
Upgrade the processor to the latest chipsets, you can reduce the required processing tme by 50 percent
Upgrade to SSD hard-drives & caching sofware, you can gain another 80 percent speed improvement, and
Upgrade to a 10 GbE network connecton, you can cut the executon tme to half
Under this conguraton with the Intel Distributon for Apache Hadoop* (IDH), the tme to process this TeraSort
benchmark plummets from more than four hours to less than 10 minutes.
Intel Manager and IDH are tested & qualied to be rock solid when conguring, deploying and managing clusters,
regardless of their size. Whether you are working on a one node POC cluster or a 1000 node producton environment, IDH
will meet your needs.
Ready for Producton: Security & Performance
Scores of Intel engineers are working on Project Rhino, a completely open source eort to create a security framework
in Apache Hadoop that has been missing since its genesis. The objectve is to improve Apache Hadoop so it has a
common security framework, including a common authorizaton framework, single-sign on, authentcaton, enhanced
audit logging and data condentality.
As an example, several recent news events related to data leaks have raised the awareness that data condentality is an
absolute must have for producton deployment of Apache Hadoop based data lake environment.

However, both HDFS and HBase today do not have encrypton built into their architecture. Intel has already extended the
compression codec to enable encrypton, validated and tested HDFS encrypton and decrypton on petabyte scale data,
enabled acceleraton of encrypton through Intel AES-NI instructon set that reduces the cost of encrypton to near-zero,
and provided management controls using Intel Manager and its APIs to congure encrypton and key stores. This has
been contributed to the open source Hadoop community as well in order to make these innovatons available to all
distributons.
We have designed the Intel Manager Administraton Console, as well as our entre IDH distributon, to seamlessly
integrate with Kerberos, LDAP and Actve Directory protocols. Even more importantly, we have done this in a holistc way,
considering the entre Apache Hadoop ecosystem, as well as the entre organizatonal security picture. This provides a
single point of entry for your administrators managing the Hadoop clusters and your developers looking for their job logs
and other job stats. You can be rest assured that all security features developed for IDH will integrate seamlessly with
your other systems and will not be a band aid soluton or a silo.
The other main area where IDH dierentates itself is in performance. Leveraging Intels strength in optmizing sofware
for hardware capabilites, we have tuned IDH to get maximum scalability and performance, especially when running on
Xeon servers. IDH runs on all hardware platorms supported by Apache Hadoop, yet when combined with partcular CPU,
disk and network equipment it detects the enhanced capabilites of that hardware and automatcally leverages those
features if present.
For example, you can reduce processing tme dramatcally with our Big Data soluton. Using Xeon 5600 HDD with a 1 GbE
connecton, performing a 1 TB TeraSort benchmark test will take more than four hours, but when you:
3 Flytxt and Intel: Enabling CSPs to generate sustained economic value from data
Mult-dimensional Big Data Analytcs
Self-Adaptve Man-Machine Collaborated Decisioning
Flytxt platorm facilitates Man-Machine Collaborated Decisioning bringing together the high end computng power of
machines and domain expertse and reasoning power of business consultants. Machine learning techniques are applied
at the data processing layer so as to optmally derive insights, KPIs, recommendatons and actons. Business users can
access these data insights with ease and apply their cognitve wisdom to translate them to decisions. Similarly these
decisions and actons can be fed back to enhance the machine learning algorithms so that insights and recommendatons
derived are more accurate and useful for more informed decision making in the future.
Traditonally, decision making was done based on
deductve reasoning derived through descriptve
reports and dashboards. However if you wish to derive
value out of data in a given context, you need to derive
tmely insights and use inductve reasoning. Flytxt
platorm equips marketers with informaton and
intelligence to hypothesis, experiment and take right
decision within the window of relevance itself. The
mult-dimensional integrated analytcs framework in
Flytxt platorm allows users to do dierent analysis
techniques ranging from descriptve to exploratory,
predictve, behavioral and prescriptve on complex data
sets to derive optmal decisions.
Online Experimentaton and Real-tme Decisioning
Real-tme, Integrated, Closed-loop Platorms
Flytxt platorms are designed around Big Data Analytcs
powered DLU framework and fully integrated, real-tme,
closed-loop system architecture. This will ensure that
analytcs driven decisions and actons can be integrated to the
business workows in no tme. This reduces CSP's response
tme to customer actons from days to seconds. Closed-loop
workow also allows marketers to perform experimentatons
quickly to iteratvely improve marketng eectveness. For
example this allows the operator to run A/B testng to choose
the best campaign, creatve, tme and channel for a given
segment.
Mult-dimensional Integrated Analysis
Flytxt platorm allows users to do various kinds of analysis from one single interface itself. It saves tme in making
contextual decisions.
Real-tme
Visibility and
Measurements
Measurement
and Reportng
Real-tme Analytcs
Real-tme Actons Real-tme Visibility
EXECUTE
Real-tme Visibility,
Fulllment
Measurement
and Reportng
Real-tme Analytcs
Real-tme Actons
ROI Reportng, Impact
Measurement, Experiment
Results,
Ratng, Billing.
KPIs, Insights, Actons,
Recommendatons,
Correlatons, Mult-Dimensional
Trending, Mult-granular
segmentaton,
10s of 1000s, Micro-
Segmented ,Mult wave,
Recurring, Contextual,
Control group,
Best t, Next-Best,
Managed Mult-Channel
Communicatons
Flexible Workows, Comm. Policy,
Trac management, Prioritzaton
Mult-channel Communicaton,
On-Screen Business
Dashboard, Performance,
Milestones
Real-tme Impact,
4 Flytxt and Intel: Enabling CSPs to generate sustained economic value from data
Challenge: Big Data Processing Requirements
A ter 1 Indian CSP was focusing on enhancing
customer experience by responding to customer
needs and actons in real tme. However, it had limited
capability to send contextually relevant oers in real
tme, due to disconnected systems and frequent
manual interventon. This drastcally increased the
CSP's marketng response tme. The client was also
looking for a capability to automatcally recommend
contextually relevant oers to each subscriber based
on his prole and historic usage behavior so as
increase the response rates of subscribers.
1.5 million records per day (3.5 TB)
4 billion events per day
200 million subscribers
20,000+ Data jobs
530 million triggers
7000 +broadcast rules, 21000+ tracking rules
14000 tags/KPIs per subscriber
Soluton
Benets
The client deployed Flytxt's Revenue Enhancer
applicaton, powered by NEON a real-tme, fully
integrated; closed-loop platorm to enable real-tme
trigger-based marketng campaigns. NEON platorm
operates on top of Intel Hadoop distributon. This is
the rst tme in India, where a CSP was able to bring
together the power of real-tme context and in-depth
subscriber intelligence to send personalized oers to
their millions of subscribers.
The Revenue Enhancer Applicaton integrated over 200
business KPIs (demographic, tari plan, handset based,
usage, and recharge based). These KPIs were used to
slide and dice the whole subscriber base into granular
segments. Subscriber prole and behavior
analytcs-driven micro-segmentaton allowed the
marketers to dene personalized and relevant oers for
dierent segments of subscribers.
The Revenue Enhancer applicaton not only tracks
billions of customer events to identfy these predened
triggers but also triggers sending contextual oers
automatcally to subscribers, depending on the event
trigger idented.
Response tme to customer events reduced from 24
hours to 30 minutes
5.9% incremental conversions month-on-month
55% of the customers moved to higher-value
recharge segments
Target customer base clocked a net average revenue
per user (ARPU) growth of 18.9%
Case Study: Tier 1 Operator in India
F
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x
t

A
p
p
r
o
a
c
h
Relevance / Value
Secs Mins Hours
Day 1 Day 2 Weeks
Time
Extract, Load, Analyze, Target, Communicate
Event Occurs
Sample text
Events
5 Flytxt and Intel: Enabling CSPs to generate sustained economic value from data
2014 All rights reserved.
Intel (NASDAQ:INTC) is a world leader in computng
innovaton. The company designs and builds the
essental technologies that serve as the foundaton for
the world's computng devices. Additonal informaton
about Intel is available at newsroom.intel.com and
blogs.intel.com.
Intel and the Intel logo are trademarks of Intel
Corporaton in the United States and other countries.
Other names and brands may be claimed as the property
of others.
Contact: Hadoop-support@intel.com
Flytxt is a Big Data Analytcs soluton provider for CSPs.
The company provides technology, business applicatons
and enabling services to enable CSPs to generate
measurable economic value from data. Flytxt solutons
are deployed with leading CSPs across APAC and EMEA,
serving more than 500 Mn subscribers and has
generated around $350 Mn incremental revenue for our
customers tll now.
Additonal informaton about Flytxt is available at
www.ytxt.com.
Contact: info@ytxt.com