MasOrange, The largest telecommunications operator in Spain by number of customers with 39 million broadband and mobile lines, has improved its analysis capabilities and accelerated the implementation of artificial intelligence (AI) through the Cloudera platform, the only company that promotes AI through data in any environment. As a result, it has achieved a significant improvement in the experience and service to its customers.
An immense volume of information
MasOrange’s operations generate a large amount of information, both related to its telecommunications infrastructure and the services it offers to its clients.
Specifically, its network registers between 600,000 and 800,000 events per second, 24 hours a day. These events include data on calls, network saturation, antenna status and other relevant issues, such as user satisfaction metrics, that help identify the risk of customer churn.
To unlock the value of all that data and drive use cases that improve its infrastructure, the operator needed a solution that was scalable. In this sense, it opted for the Cloudera platform, which covers all the needs of the data life cycle and integrates governance, auditing and lineage, analysis and AI functionalities.
These capabilities have been essential to guarantee the quality of the data and allow continuous supervision that facilitates the detection of possible failures in the processes. In particular, the enormous volume of information generated by user calls requires effective filtering to identify relevant information using appropriate models, a particularly complex task when performed in real time.
Another crucial issue stems from the fact that information in this sector is often sensitive and subject to compliance regulations not only at local level, but also at European level. Therefore, it has been essential to guarantee data governance and security from Cloudera throughout the entire process.
Innovation and efficiency through the potential of data
Thanks to the Cloudera Data Flow solution and other integrated data management capabilities, the company has been able to manage data efficiently, securely and from a single point of control. This has allowed more than 50 use cases in production, among which those focused on customer experience and network planning stand out.
Managing customer churn risk was one of the first use cases MasOrange implemented. By analyzing user behavior, heat maps are generated that identify customers with a high probability of churn, allowing preventive measures to be taken.
MasOrange has evolved its platform, initially installed in a local data center, towards a hybrid architecture on Cloudera
Improving customer service from the call center has been another relevant use case. Through real-time processing and better data analysis, agents now have access to accurate and up-to-date information. This allows them to recommend the most suitable range of offers for each user, adapting their recommendations to their specific needs and offering personalized proposals.
Optimizing antenna layout has also been a key use case, with implications for cost and customer experience. With more data and better analytics, MasOrange can now identify which ones need to be strengthened and which ones are underutilized, allowing for better resource allocation and more efficient network infrastructure, which, again, translates into better service.
Evolution towards a hybrid architecture
As part of its continuous innovation process, MasOrange has evolved its platform, initially installed in a local data center, towards a hybrid architecture on Cloudera. This has made it possible to choose where new use cases are executed (in the cloud or in the data center) without the need to rewrite or migrate them. This hybrid architecture also presents numerous advantages in terms of cost management, flexibility and system integration.
“Thanks to Cloudera, MasOrange is able to continuously evolve, through a hybrid architecture that works in data centers and public clouds. We plan to add more advanced analytics and use cases driven by artificial intelligence, now that we have a solid foundation in terms of data governance and lineage,” concludes Giuseppe Monno, Manager of the Business Intelligence & Big Data area at MasOrange.
