BoxFresh: The Power of Real-time Contextual Awareness
AsiaInfo's Veris C3
Veris C3 is a Big Data appliance that includes everything packaged in a single box. The box includes hardware, software and databases and requires very straightforward integration with the network, BSS/OSS systems and push information channels.
C3 combines raw data from the network with static information in order to generate valuable customer-specific insights. This information is used to create precisely targeted customer segments for real-time marketing campaigns.
Fig 2: C3’s Integration Architecture
For example, an operator might want to target a high-ARPU, male, Spotify-user segment with a special offer for a Spotify Premium subscription at the moment when customers in this segment listen to a music video on YouTube on an iPhone 5S at the location of the Roskilde music festival.
The context trigger information is loaded into C3’s Context Awareness Engine – using a simple drag & drop tool. The network is then monitored in real time and automatically triggers the campaign for each individual customer in the Target Customer Group when the ideal context is identified.
Fig 3: C3’s Context Awareness Engine – using a simple drag & drop tool
The future of Big Data
Operators know that there is huge potential to be unlocked from their customer knowledge. But finding a system that can unlock this value straight out of the box, and offer the necessary components for enhanced Big Data Analytics, is a challenge. Generating the specific customer data and deploying campaigns at exactly the right moment are critical to successful contextual marketing.
The market is developing comprehensive tools that can assist, but operators can already benefit from proven solutions, such as AsiaInfo’s Veris C3 – already successfully deployed at China Mobile – in order to get an advantage over their competitors. Thus designing context-aware campaigns that increase ARPU while creating a strong value proposition for OTT Partners and other prospective partners.
