A breakdown of China Unicom's construction and application services in big data

In 2015, Premier Li Keqiang proposed in the government work report, "to formulate an Internet+ action plan to promote the integration of the Internet, cloud computing, big data, Internet of Things, etc. with modern manufacturing, and to promote the healthy development of e-commerce, industrial Internet and Internet finance (ITFIN). , to guide Internet companies to expand the international market.” In March 2016, the promotion of big data to the national strategy was written into the “13th Five-Year Plan”. It can be seen that now big data has become the mobile Internet era for governments and enterprises (Internet and traditional The focus of attention of enterprises) has become a tool to improve the government’s social governance capabilities and enterprises’ transformation, development, and innovation.
Telecom operators are recognized as the industry with the richest data gold mines except mobile Internet, and China Unicom, one of the four major operators (China Radio and Television obtained the operator license on May 5, 2016), has 400 million users , its huge user group produces huge data resources every day, and data is an important strategic asset of enterprises. Through comprehensive aggregation, in-depth mining, and efficient application, enterprises can build differentiated competitiveness. As a senior practitioner in the telecommunications industry, the author is fortunate to have participated in or witnessed the whole process of China Unicom's big data from scratch, from its existence to the construction of the largest big data cluster in China except BAT. Next, the author will talk about my company. Learn about China Unicom's construction and application services in big data.
1. China Unicom's construction of big data
1. From scratch
China Unicom's exploration of big data originated from the proposal of China Unicom's data concentration strategy in 2010. The author entered Party B's company in 2011 to serve China Unicom Group. At that time, the service work for various business departments of the group was still based on traditional service models, such as temporary data extraction, BI reporting and business analysis system (DSS), etc. The service targets were mainly the decision-making level of the group company and core businesses such as market and customer gathering. At that time, China Unicom was only in the exploratory and research stage of big data. With the rapid development of Internet technology and the importance of data as an asset being recognized by more and more industry experts, China Unicom established a national data center in 2012 and began to launch a large-scale data centralization plan, which marked the official launch of China Unicom's large-scale data center. Data construction work. After a year of hard work, China Unicom has successfully introduced big data and Hadoop technology into the "centralized query and analysis support system for user online records", and has deployed 4.5PB of storage space. The system processes 70 billion online records every day, which means that China Unicom already has basic big data service capabilities and has achieved a breakthrough in big data from scratch.
2. From existence to greatness
China Unicom CTO General Manager Fan Ji'an once said, "2014 is called the first year of China Unicom's big data", this is because, from the establishment of the group's unified data center in 2012 to 2014, after a short period of two years In the year of construction, China Unicom has achieved zero breakthrough in the construction of big data platform. It has gone through the process of big data management from scratch and built the largest big data mashup platform in China except BAT. The scale of the cluster has reached 1300 nodes. It has an average daily data processing capacity of 30TB and 320 billion pieces of data. At this time, China Unicom's big data platform has provided service support for internal and external industry applications, and China Unicom has already tasted the huge role big data plays in promoting enterprise transformation. The three-year plan of its big data platform was announced at the summit, that is, the scale in 2015 is 2,000 nodes, and the storage capacity is 20PB; in 2016, the target is 4,400 nodes, and the storage capacity is 150PB; in 2017, it will reach 6,000 nodes and 220PB. In the future, China Unicom's construction goals in big data are to build a capability open platform, promote the commercialization of big data, turn data into assets, and realize internal and external service support capabilities through the big data platform, so as to create greater value for big data applications.

　　Fan Ji'an, Deputy General Manager of Data Center of China Unicom's Informatization and E-Commerce Division
II . China Unicom's application services
in big data China Unicom's application services in big data mainly include three aspects. Refinement marketing; secondly, changing the service model and improving user perception; thirdly, focusing on developing innovative applications, mining data assets, and developing value-added services; the first two aspects focus more on internal applications, and the third aspect focuses on external applications Application, next, I will briefly talk about the specific cases of these internal and external applications and the value they bring:
1. Internal application of big data
Case 1: During the 2014 World Cup in Brazil, “Wo + Video” was launched
in Brazil in 2014 During the World Cup, China Unicom launched the epoch-making "Wo + Video". This product is a directional traffic product launched for Unicom 4G/3G users, providing users with the latest and most IN World Cup information, as well as live broadcasts of 64 World Cup matches and more than 300 hours of highlights. It not only breaks the traditional traffic charging principle, but also the refined directional traffic shows the sophistication and professionalism of network services, and you can watch the World Cup live broadcast anytime, anywhere. Well, this product is a reflection of China Unicom's internal innovative application of big data. It uses big data capabilities, through careful planning, precise positioning, and precise marketing, and its marketing hit rate is 7 times higher than that of conventional marketing.

Case 2: "517" Online Shopping Festival Since 2012,
China Unicom took the lead in holding online shopping festivals in the industry, becoming the first operator to propose the concept of "Internet shopping festivals in the telecommunications industry", which has been held for 5 consecutive years. The 5th 517 Online Shopping Festival in 2016, the theme of the event: Wo 4G + Storm, a major feature of the event is that with the advantage of big data, "thousands of people and thousands of faces" reflects the care of old users.

Case 3: Stock Management
The mobile communication market tends to be saturated, the competition among operators tends to intensify, coupled with the impact of Internet companies on traditional services, China Unicom has proposed to enhance the ability to acquire mobile broadband users and maintain users in the mobile Internet era since 2014. So, what is the basis for strengthening the maintenance of existing users? To maintain, we must first find the target users to maintain. China Unicom uses large-scale analysis to establish different types of user evaluation models, and provides target customer groups, marketing strategies, push methods and channels for customer maintenance work. For example, the stability model, through a specific algorithm, analyzes the stability of users, divides users into high, medium, and low levels according to the stability level, and carries out purposeful and differentiated retention work for these users, reducing the risk of user churn and improving Maintain the success rate and reduce maintenance costs. The big data model also starts from the product dimension, analyzes the communication behavior characteristics of high-risk off-grid people, finds the relationship between off-grid users and product packages, and locates key maintenance users and maintenance strategies. For example, find the customer group suitable for signing contracts among single-card users, and recommend contracts for the target customer group in the single-card, and the renewal rate can be increased by up to 5 times. Another example is the terminal adaptation model, which relies on big data to support service capabilities, grasps the frequency of user switching, locks in the terminal demands of different users, and provides data service support for switching timing prediction. Analyze user terminal preferences through data such as user historical terminal brand, model, and user service use value data. Analyze the change rules of different types of user terminals, grasp the change trend of user terminals, and intelligently match trend terminals for users. In a word, relying on the service support capabilities of the big data platform, China Unicom has established a complete set of existing user management system, which provides a solid data guarantee for Unicom's users and revenue retention.
Unicom's internal application of big data is far more than the above-mentioned content. In any case, the value of big data in Unicom's internal application is obvious, which can be roughly summarized as the following three points:
Improve internal control: operators have a comprehensive grasp of Enterprise big data assets, realize the ability of efficient management and control, performance appraisal, resource optimization, information collaboration, etc.
      ○ Assist business decision-making
      ○ Insight into business status
      ○ Promote business marketing
      ○ Explore product business opportunities
Optimize customer perception: Operators use big data to bring convenience and enjoyment to end customers in work, life, study, entertainment, etc., which in turn promotes operators' business development
      ○ Push personal products
      ○ Improve online experience (such as matching network cards)
      ○ Enrich product information
      ○ Strengthen Use stickiness to
help front-line marketing: use big data to give full play to the value of product marketing and provide front-line employees with more complete, accurate and faster marketing data and decision support capabilities
      ○ Precise marketing planning
      ○ Panoramic customer view
      ○ Real-time intelligent decision-making
      ○ Scenario-based marketing Maintenance
2. External application of big data
Case 1: WO Index products
On December 15, 2015, the 2nd World Internet Conference was held in Wuzhen, Jiaxing, Zhejiang Province. At the meeting, China Unicom released a brand-new comprehensive evaluation product for the industry, the Wo Index. ), use massive, real-time data processing capabilities and multi-dimensional index analysis to gain insight into the heat and development trends of market segments and vertical fields, and provide customizable information and data services for government and enterprise customers and the public. It is understood that the "WO Index" product system includes two parts: industry index and market insight. Among them, the industry index is a comprehensive index that integrates various indicators and reflects the characteristics and changing trends of the industry through various aspects. Currently, it includes tourism index, outdoor media value index, investment index, credit index, financial index, APP index, and terminal index. , traffic index, etc. The industry index can be used as the basis for industry development guidance and decision-making, and can also provide the public with a guide for life service choices. Market insight is a big data information integration model developed based on the individual needs of customers. Identify and seize market opportunities to achieve business goals.

Case 2: Precision Marketing Platform
Relying on the big data platform, establish a precision marketing platform, customize exclusive labels for tenants in a combination model, generate target customer groups, and support partners in marketing planning. The industry provides service support.

Case 3: Credit investigation products
In the field of credit investigation, China Unicom has comprehensive information big data assets. Under the circumstance of ensuring the privacy and security of users, it provides credit investigation services and provides credit information sharing services for professional research institutions. For example, user identity verification, financial institutions, banks, third-party payment institutions and third-party personal credit agencies, etc., they have obtained the user's authorization and need to verify the direct relationship between the user's ID number and mobile phone number. The first service is identity Verification is used for matching verification of the user's name ID number and phone number.
Case 4: Smart City
China Unicom and Telefonica established a joint venture "Smart Footprint Data Technology Co., Ltd." in January 2016. The joint venture relies on China Unicom's network and location-based technology, combined with Telefonica's technology in big data services such as "Smart Footprint" , to jointly provide big data application services in China. It is understood that "Smart Footprint" utilizes anonymous, aggregated, and extrapolated network data, and undergoes highly automated and deep noise reduction processing to quickly provide valuable location and trajectory insight services. This business can be widely used in transportation operation and construction, urban planning, tourism management, public safety, financial risk control, commercial real estate and retail analysis, business consulting and macro data statistics in China. The "Smart Footprint" product will further improve China Unicom's market layout in the field of big data and increase China Unicom's market influence in the field of big data.

Of course, the external application of Unicom's big data is far more than the four cases mentioned above, but also includes successful cases in the Internet finance industry, enterprise industry, and business district location selection. In addition, expanding to a wider field and foreign cooperation is also an important direction of China Unicom's big data.
Although China Unicom is far ahead of other operators in big data construction, China Unicom also faces many challenges in subsequent big data construction and application. More extensive, deepening external data services requires higher data security management and control. In any case, in today's era of big data cloud computing, while facing challenges, China Unicom has also ushered in a good opportunity for enterprise transformation and development, and I also wish China Unicom great progress in the construction and application of big data. Provide data resource guarantee for business development and external services.