BIG DATA Arnon Rotem-Gal-Oz Director of Technology Research, Amdocs The blind men and the elephant. Poem by John Godfrey Saxe (Cartoon originally copyrighted by the authors; G. Renee Guzlas, artists http://www.nature.com/ki/journal/v62/n5/fig_tab/4493262f1.html 

1880 US Census 

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Hollerith 
 Tabulating 
 Machine Hollerith photos by Martin Wichary : http://www.flickr.com/photos/ mwichary/4358926764/in/photostream/ 

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ource: Silicon Angle http://siliconangle.com/blog/2013/11/13/how-big-is-big-data-really/ Big data happens when the data you have to process is bigger than what you can process in the given time with current technologies 

Myth: Big data = keep all data Source: Big Data Public Private Forum : http://www.big-project.eu/sites/default/files/ D2.2.1_First%20draft%20of%20Technical%20white%20papers_FINAL_v1.01_0.pdf 

Source: Big Data Public Private Forum : http://www.big-project.eu/sites/default/files/ D2.2.1_First%20draft%20of%20Technical%20white%20papers_FINAL_v1.01_0.pdf 

Some Telco Numbers Source: Wikipedia http://upload.wikimedia.org/wikipedia/commons/5/50/Telephone_operators,_1952.jpg 

So, what do we do 
 with all this data? Wikipedia http://upload.wikimedia.org/wikipedia/commons/0/06/UPS_Truck.jpg 

It’s the insights, stupid* * With apologies to Bill Clinton 

ource: Silicon Angle http://siliconangle.com/blog/2013/11/13/how-big-is-big-data-really/ Big data analytics is when sample = N • Big data happens when the data you have to process is bigger than what you can process in the given time with current technologies 

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“My daughter got this in the mail!, She’s still in high school, and you’re sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?” Source: Forbes http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her- father-did/ 

We need to watch out that Analytics won’t get too creepy 

When people hear big data they think fast data Source: Steve Jones Cap Gemini http://www.no.capgemini.com/node/778541 

Subscribers Collect & Filter Correlate (simplified) Network proactive care flow Account Event Store Identify & Predict Network Failures Reimburse VIPs Prioritize technicians Identify impact on high valued Accounts 

ource: Silicon Angle http://siliconangle.com/blog/2013/11/13/how-big-is-big-data-really/ Big data is when we can handle data fast enough to make a difference • Big data happens when the data you have to process is bigger than what you can process in the given time with current technologies • Big data analytics is when sample = N 

Technology space 

The Elephant in the room 

Hadoop Stack Map/ Reduce HDFS HBase Pig Hive Zoo Keeper Oozie Mahout Giraph 

Schema on read 

Move data to computation 

Maybe we should rethink moving data to computation… Source : http://my-inner-voice.blogspot.co.il/2012/06/haddop-101-paper-by-miha-ahronovitz-and.html 

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Map/reduce Source: http://www.bodhtree.com/blog/2012/10/18/ever-wondered-what-happens-between-map-and-reduce/ 

Customer Segmentation First name Last name ARPU Age Device Country … Mr. Smith 100 22 iPhone 5s,White USA John Doe 87 42 Samsung Galaxy S5,Gold France Lady In Red 105 21 Samsung Note 3, White UK … Uluru, Australia by Stuart Edwards (cc) http://en.wikipedia.org/wiki/Uluru#mediaviewer/File:Uluru_Panorama.jpg 

K-Means ARPU Age Source : http://pypr.sourceforge.net/kmeans.html 

K=3 ARPU Age ARPU Age Source : http://pypr.sourceforge.net/kmeans.html 

New paradigms Map/ Reduce HDFS HBase Pig Hive Zoo Keeper Oozie Mahout Giraph 

New Paradigms Map/ Reduce HDFS HBase Pig Hive Zoo Keeper Oozie Mahout YARN Giraph 

New Paradigms Map/ Reduce HDFS HBase Pig Hive Zoo Keeper Oozie Mahout YARN Giraph Spark Storm Slider Flink Impala Tez Presto 

Amdocs Analytics & Data Management Heritage 2013 • Proactive Care • TerraScale • Network optimization • Real time analytics platform • Single product catalog • BSS–OSS Integration • CRM-Billing Integration OSS Analytics Platform, 16 Analytics Patents • aLDM logical data model • Policy control Network Analytics CRM 2000 2008 Acquisitions Portfolio 

Information Security Level 2 – Sensitive © 2014 – Proprietary and Confidential Information of Amdocs 34 Touchpoints & Applications CRM Self Service E-Mail PCRF SMS Other Wi-Fi Offload Campaign Mng. • • • • • • • Operational Envelope & Platform Administration • Security Management • Configuration Management • Services Inventory • Performance Management • Fault Management • Logger Collect & Ingest Transform & Enrich Aggregate & Correlate Drive Insight Close the Loop Machine Learn & Score Application-Ready Data and Analytics/ML Insights Entities and Profiles Detailed Data OSS Probes Social RAN Inventory Usage & 
 Charging CRM Real-Time & Batch Connectors Insight Platform Marketing Analytical Application 
 Framework: Dashboards & Visualisation Decisioning Engine Dynamic Micro Segmentation Network Care Operations 

ource: Silicon Angle http://siliconangle.com/blog/2013/11/13/how-big-is-big-data-really/ • Big data happens when the data you have to process is bigger than what you can process in the given time with current technologies • Big data analytics is when sample = N • Big data is when we can handle data fast enough to make a difference 

Additional takeaways • CSPs have always been in the big data business – they just didn’t know it • Big data is not a panacea • Hadoop is shaping up as the big data OS – Though there are alternatives arriving from the cloud arena (mesos, kubernetes) 

What we covered here is not even the tip of the iceberg Source: wikimedia http://commons.wikimedia.org/wiki/File:Iceberg.jpg 

Arnon Rotem-Gal-Oz Director of Technology Research, Amdocs [email protected] / [email protected]