Empirix, a recognized leader in end-to-end network performance, has launched a new analytics platform called IntelliSight.
We spoke with Tim Moynihan, Vice President of Marketing, about the launch and the role of effective big data analytics in modern telecommunications and service operations. His observations offer useful industry perspective.
Tim explains how the IntelliSight platform functions: “We gather information and have the ability to manipulate and mediate the data so that it’s presented in a way specifically for marketing people, operations people, finance people, etc., so they can get to the information and use it quickly.”
“It’s about speed, it’s about credibility of the information, and the ability to take action.”
As a recent release, IntelliSight has been through beta testing. I asked Tim to describe some trial implementations and mock case studies used during testing.
“We’ve used it in several ways,” he says, “for things such as OTT (over-the-top) analysis, which is increasingly important for communication service providers wanting to understand how applications are being used.”
He adds: “Roaming is another strong example. The ability to understand challenges in roaming environments helps operators design and build better solutions. In Europe especially, a lot of change has been occurring.”
“Big data” is a term widely used across the industry, and its value depends entirely on how well it’s managed and interpreted. I asked Tim how quickly communications networks are contributing meaningful data and insight.
“Many organizations are still working out how to make big data meaningful and how to use it to influence business outcomes,” he says. “From our perspective, particularly with mobile operators, much of the monetization comes through applications, handsets and the network. The ability to collate and differentiate data enables a great customer experience while meeting business goals.”
“To answer your question directly, it’s happening quickly, and people are looking for ways to turn this information into action—this platform is one way to help that.”
Efficient use of big data can clearly drive positive business impact. With many organizations investing in big data, would those that don’t adopt such capabilities fall behind?
Tim responds succinctly: “The quicker they have the experience, the quicker they develop.”
Privacy and legality are also central concerns when collecting and analyzing large datasets. Recent debates following high-profile disclosures have put data privacy at the top of many agendas. I asked Tim about those risks.
“I think privacy is of utmost concern from my experience,” he replies. “Companies want to do the right thing, and it’s really been about solving business problems rather than invading anyone’s privacy.”
He continues: “Companies will protect people’s privacy because—unfortunately it’s true—it will become a differentiator. Customers will have more confidence in companies that safeguard their privacy.”
“To really answer your question; I think companies are concerned about it, they try to do the right thing—but if they misuse that goodwill, they will be penalized in the marketplace.”
Empirix positions IntelliSight as a tool designed to deliver timely, credible analytics and to help organizations convert big data into actionable insight while respecting privacy and compliance needs.
For more information on Empirix’s IntelliSight platform, visit the IntelliSight product page.
What do you think about the future of big data and the importance of effective analytics?