The Talend solution processes the Big Data originating from the CDR data or from the invoicing application. After quick formatting, this data is inserted into Siebel to manage new marketing campaigns.Mohamed Hajji, Business Development Director at GlobServ
With more than 30 million subscribers, Mobinil is the main mobile phone operator in Egypt. Since its inception in 1998, the company has strived to provide the best quality service for its customers and the best work environment for its employees while creating value for its shareholders. With a customer satisfaction rate of 97% and an innovation strategy responding to the evolution of its subscribers’ needs, Mobinil has become the leading mobile phone operator in the Middle East. Its shareholders Orange and Orascom Telecom Holding are global leaders in the telecommunications sector.
Analyzing CDRs to innovate and meet the needs of its customers
Following the example of all mobile phone operators in the world, Mobinil analyzes the CDRs (Call Detail Records) of its subscribers in order to understand their modes of consumption, make sure that the invoicing for its services is reliable, detect fraud and create numerous reports for different departments, including Marketing and Accounting.
With more than 30 million customers and approximately 200 million phone calls per day, Mobinil has to manage huge volumes of data in quasi real-time. In order to improve its services, invoicing and marketing practices, the operator needed to extract different types of information from the CDRs, then integrate this data into three different marketing campaign, pricing simulation and revenue assurance management systems (the latter allowing the operator to ensure that a poor system or network configuration does not cause data loss, therefore resulting in revenue loss).
“Mobinil was looking for a data integration solution capable of organizing these data movements and transformations while providing adequate levels of openness to facilitate integration, not only initially with these three systems but also in the future with other applications, for example fraud management or legal action,” explains Mohamed Hajji, Business Development Director at GlobServ, a company specializing in telecommunications services in France and Egypt. “Using open source technology based on open standards, characterized by its ease of deployment and use, and inherently integrating the support of Big Data, Talend Data Integration MPx Edition perfectly met the needs of Mobinil, while reducing implementation and integration costs.”
Mobinil, after a pre-study phase, launched a call for tenders to which two major market players responded. “First we completed a demonstration showing that Talend and GlobServ could meet all of the requirements expressed by Mobinil,” continues Mohamed Hajji. “Talend also provided performance studies (benchmarks) and recommended hardware configurations. Ultimately, Mobinil felt that our joint offer best met its needs: GlobServ capitalized on its broad knowledge of the industry and telecom operator issues, and Talend contributed its well-known expertise in terms of integration.”
Talend Data Integration MPx Edition: balancing loads and performances
Mobinil selected GlobServ to implement the open source Talend Data Integration MPx Edition solution, which is the Talend Data Integration version that is specifically dedicated to managing large volumes of data (Big Data) and offers fast processing times. This solution distributes the loads on multiple servers (load balancing in “active/active” mode) according to the availability of the latter. This allows one to optimize the use of their capacities, in addition to the number of processors available to considerably improve processing times. Furthermore, the solution is scalable and offers horizontal "scale out" possibilities; Mobinil can easily add additional servers with no restriction on the quantity allowed.
During the initial phase, the implementation involved a limited perimeter - the management of marketing campaigns. GlobServ developed an ODS (Operational Data Store) based on Oracle data technology to store the extracted data and then integrated this data into Mobinil’s CRM application (Siebel).
“In practical terms, the Talend solution processes the Big Data originating from the CDR data or from the invoicing application. After quick formatting, this data is inserted into Siebel to manage new marketing campaigns,” explains Mohamed Hajji. “In addition to marketing activities, we are also developing integration flows for two other components of this project - revenue assurance and pricing - which will be launched over time.”
The CDR data comes from several systems: Ericsson network equipment, a real-time invoicing platform for data services (“Volubill”) and an invoicing system (“BSCS”). “The Ericsson equipment generates data in a specific format - “ASN.1” - which was not originally supported by Talend. GlobServ developed an external library (by adapting a market product), then integrated it into the Talend solution to guarantee the performance of the integration jobs. Ultimately, we plan on developing a Talend-specific library which will take the form of an ASN.1 connector. The scalability of the open source solution gives us great flexibility in integrating various types of data,” addsMohamed Hajji.
Improving the effectiveness of marketing campaigns and precision pricing, while tracking the slightest loss of information
With the Talend solution, Mobinil aims to improve its effectiveness in several areas, for which the financial stakes are very large: on the one hand, the company is looking to increase responsiveness to revitalize its marketing campaigns and respond in quasi real-time to the evolution of its customers’ needs. Data analysis also enables the company to study its subscribers’ modes of consumption and launch marketing campaigns, for example to offer new products.
On the other hand, Mobinil is also seeking to improve precision pricing by completing simulations based on the data collected. These “What If” simulations help the company analyze the accuracy of its prices and forecast potential changes by comparing several hypotheses.
Finally, Mobinil ensures that all of the revenue expected from service and product sales to customers is invoiced and accounted for by comparing the invoicing data with the actual flows passing through its network. The matching of this data from different systems helps the company track even the slightest loss of information that could have a significant impact on invoicing.
“GlobServ implemented this project in a record time (3 months). GlobServ has all what it takes to be a world class integrator. GlobServ consultants mix between in-depth technical knowledge along with a great attitude. We are delightful by GlobServ delivery and we will build our sustainable business !” concludes Mr. Kamal Botros at Mobinil.
Created by a group of experts, GlobServ is a consulting, system integration and application solutions company, guiding other companies in their transformation projects, from defining their strategies to executing their completion. Its assets: Telecom information system expertise, knowledge of the operator industry and technology expertise. With offices in France and Egypt, GlobServ operates in the Telecommunications/Services and Banking/Insurance sectors.