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Changelog

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About

Used by industries:

TELCO

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The Demograft Platform

Demograft is a platform for collecting and analyzing a massive amount of passive location updates from mobile operator’s networks with no additional load to the radio network. Typically, average subscriber gives 4-10 location updates per hour, and heavy LTE users can generate tens, which is sufficient for composing a fairly accurate trace of movements.

Demograft gives to mobile operators number of actionable analysis results. For example for the analysis “find automatically weak spots in the network that erode the network experience of high-value customers” the action would be “fix immediately these sites where the ROI is the shortest”. Demograft gives very simple one-button user interface for getting the list of these sites.

Demograft customers experience typically cost savings or additional revenue in the range of 1-3 EUR per subscriber. This is money just waiting there to be earned, the only missing piece is the platform for location analytics.

Demograft delivery is very straightforward. There is only three main integration points – passive locations, CRM/DWH and OSS. Several usecases can be implemented only with one integration – passive locations.

Most customers have deployed Demograft for improving their own business processes. Usually to promote mobile broadband (LTE in particular, but also 3G), offload 3G, prevent and fix problems for high-value customers. Increasingly, mobile operators have started with external monetization of anonymous big location data. 

At MWC in Barcelona Demograft won the GSMA Award in Best Technology category.

Demograft Application Areas

Demograft is a generic platform supporting many use cases. Some of them are implemented by Reach-U but third parties can also develop their own use cases.

The table below lists use cases that are supported commercially available products:

Demograft application area	Samples of answers location analytics gives
Improving network customer experience	Where do subscribers experience lower than expected service quality (e.g. 2G instead of 3G, where do dropped calls cumulate)? Schedule maintenance on hours where it will affect the least amount of (important) customers
Prioritizing network investments	Find subscribers who live/work/move in good LTE/HSPA+/3G coverage and should be targeted. Profile subscribers based on their movements. Schoolchildren, football fans, university students, opera lovers, etc.
Improving targeting of promotion of operator’s own services	How many location-based advertisements can we deliver here during given time period to given target group?Where does the target group go? Describe, who was here?
Location based Advertising	How many location-based advertisements can we deliver here during given time period to given target group?
Site Planning	Use crowd movement data to find optimal locations for ATMs, shops, kiosks and more
Site Analysis	Measure sites, describe their catchment areas, visitor profiles and time patterns
Regulatory	Monitor movements of persons in given zones and analyze movement patterns (historical and near real time)

Query Engine and Privacy Service

Most of Demograft use cases are not related to tracking of individuals. Therefore, it is possible to process only anonymous data – MSISDN, IMSI, IMEI not used nor revealed.

For the privacy protection, Query Engine has embedded K-anonymity limit. When enabled, each response includes the data of at least K individuals. This is a standard practice used in statistical services. The value of K is configurable – the larger the value, the lower the risk of revealing data about particular individuals.

As an added security measure, Query Engine can be configured to round responses to multiple of 5, 10 or other value. This will make it very difficult to phish personal identity by executing several very similar queries and combining results.

When Demograft is used for the mobile operator’s own needs, the data about individuals does not have to be hidden. For example, the target list of for a specific campaign, or complementing CRM with attributes calculated by Demograft involves processing MSISDNs. To make this possible, Query Engine interrogates with the Privacy Service to convert internal token ID back to MSISDN/IMEI/IMSI.

All queries to the Privacy Service are logged, as the process involves exporting of personal data and it is needed for security audits.

Delivery

Demograft is a standard platform and the implementation of the data collection functionality (Collector) is straightforward.
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The optional integration with DWH/CRM and the list of Calculator algorithms may vary customer by customer. Therefore, the Demograft delivery project starts with the kick-off phase to define business requirements, KPI criteria and data protection measures.
Suggested project structure and timeline is the following:

1. The kick-off meeting, 1-3 days. Introducing experience of previous customers, defining business needs, agreeing possible adaptations and data security matters.
2. The delivery of Collector, can be done immediately after the kick-off. For meaningful analysis results, at least one month data is required. Therefore it is advisable to install the Collector before the rest of the platform.
3. Lead time for potential adaptations and other integrations, 3 to 4 weeks. It is not advisable to take into scope more adaptations than couple of man-weeks. The most valuable ideas evolve after a certain time of using Demograft on a daily basis. So, launch first and add customizations later.
4. The delivery of Demograft and related applications, integration with CRM, and on-site hands-on consultancy: 1 to 4 weeks. Most importantly, this phase ensures that Demograft delivers the business benefits and reaches KPIs. 

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You can find the change log page here!
To request more information or a personalized demo, contact us at sales@reach-u.com.