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Technology platform for telecom carriers to identify and predict mobile user behaviour by means of analytics and deep learning

Periodic Reporting for period 1 - fonYou (Technology platform for telecom carriers to identify and predict mobile user behaviour by means of analytics and deep learning)

Reporting period: 2019-06-01 to 2019-09-30

Mobile Network Operators (MNOs) have traditionally focused on optimising network KPIs such as network availability, latency and percentage of territory covered under 4G, etc. Most MNOs are already working to improve their ops and connectivity KPIs with Big Data and AI solutions, yet very few use these technologies to improve their understanding of end-users in order to enhance their commercial efficiency via better service and improved customer experience. 73% of industry experts agree that digitalisation will add value to their business yet only 3% of MNOs are at the most advanced digital expansion level. Digitalisation of commercial processes is a key part of this.
DMAP is a disruptive Platform as a Service (PaaS) that turns massive amounts of unexploited data generated by users while accessing the internet over carriers’ networks into commercially exploitable data. DMAP´s aim is to broaden the understanding of end-user’s interests and real-time needs by processing all data that goes in and out of each smartphone on the network. This will enable the MNO to trigger commercial actions at any time and facilitate the job of marketing executives by having efficient commercial campaigns that increase customer satisfaction and generate new revenue streams. DMAP offers a fully adaptable platform capable of capturing a huge data amount through revolutionary pre-processing and data classification layers, using advanced mechanisms of filtering and sequential analysis.
After confirming DMAP’s viability in phase 1, fonYou will reach market by a EIC Accelerator project for: 1) model optimization and product development; 2) ensuring regulatory compliance particularly with GDPR; 3) Pilot trials with 4 MNOs representing Tier 1, 2, and 3 network operators in Europe and America; 4) commercialization by a comprehensive dissemination-communication plan targeting Europe first and then Latin America. DMAP’s market launch is expected in 2022, with €25.2M accumulated revenue until 2026.
During the last 4 months (June – Sept 2019), the staff of fonYou have gathered the data necessary for a comprehensive assessment of the technical, commercial and economic feasibility of the DMAP project.
This study has confirmed the technical feasibility of building on fonYou’s current iCarrier product to create DMAP, a ground-breaking platform that allows any communication service provider to take advantage of the currently under-utilised data gold mine traversing their networks, ultimately generating them greater revenues. DMAP is an enabling technology that will allow the essential digital transformation mobile carriers need to make, in order to remain competitive. We have mapped out the development steps needed to build the platform and have created plans for several pilot trials with a range of carrier types in different markets.
The economic feasibility has been demonstrated with a break-even point early in the third year of commercialisation in a conservative estimate.
The commercial feasibility of DMAP has been verified, providing a clear roadmap to follow for a successful commercialization, communication and dissemination during EIC Accelerator phase 2 project and beyond. Phase 1 has allowed identifying key mitigation contingency procedures to fonYou, in particular regulation regarding data protection issues has been a key focus. Furthermore, we have drawn up a preliminary strategy for communication and dissemination and we have identified key partners that will foster our commercial development (e.g. Google Cloud Platform).
Phase 1 has allowed fonYou to: a) confirm by an FTO assessment that no patents block DMAP commercial development; b) plan the intellectual property strategy and foreseen patent portfolio; c) identify the dissemination and distribution channel instruments to deliver DMAP and to target MNOs for a successful commercialization of DMAP in Europe and beyond.
The aim of the new DMAP platform is to broaden the understanding of the end-user’s interests and real-time needs by processing all data that goes in and out of each individual smartphone in the network. This will enable the mobile carrier to trigger commercial actions at any given point in time and will facilitate the job of the marketing executives of the MNO/MVNOs on having efficient commercial campaigns that increase customer satisfaction. DMAP offers an adaptable platform capable of capturing a huge amount of data through revolutionary pre-processing and data classification layers, using advanced mechanisms of filtering and sequential analysis by removing non-essential IP data traffic to simplify data bursts.
AI solutions within MNOs have mostly pursued network optimization, leaving a gap in the market formed by mobile carriers’ inability to use the data traversing their networks and fuelled by the impending explosion of data due to adoption of 5G and IoT. Competitors do not have the capacity to connect to carrier’s core network to extract and analyse billions of customer events, instead offering data lake solutions for basic applications. Additionally, they work with many verticals, so they do not have a carrier-grade solution customised to MNO, nor do they provide specialised insights.
DMAP´s economic impact will materialize in €25M cumulative revenue and 134 million end-user licences in the first 5 years of commercialisation in EU and LATAM, forming a core part of fonYou’s income while driving growth and jobs’ creation. DMAP will also have much wider societal implications since revolutionizing how mobile carriers and 3rd party services interact with their customers to effortlessly solve their connectivity issues and definitely improve the end-user’s perception of MNOs. This will ultimately ensure the competitiveness of a sector (the mobile ecosystem) that globally employs more than 14 million people directly and 17 million more through related industries.
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