After completing the BOSS system, China Mobile began to build another system -bass system (business analysis support system) at the end of last year to analyze business data from 31 provincial agencies and headers. This project is currently being implemented by NCRTERADATA and Yadong Company. China Mobile's BASS system is built on NCRTeraData, which includes telecommunications service logic data models - a centralized, consistent and scalable central database system. Among them, business intelligence (BI) will act as an important role.
China Mobile Construction BASS system, the purpose is to obtain a single view of the overall situation through this system analysis, thereby improving decision-making quality and improving competitive advantage. In fact, it is not only China Mobile, and several other telecom operators in China have begun to start system building in this area. China Telecom has cooperated with NCRTeraData from the second half of 2003 to pilot a national two provincial companies. Some provincial companies in China Unicom have built related systems. It can be seen that commercial intelligence applications are increasingly focusing on telecom operators.
The concept of business intelligence was first proposed in 1996. At that time, commercial intelligence is defined as a class consisting of data warehouse (or data mart), query report, data analysis, data mining, data backup, and recovery, to help enterprise decision-making technology and its application. Currently, business intelligence is often understood to help companies make a wise business management decision tool to help companies make a wise business operation decision. The data discussed here includes orders, inventory, trading accounts, clients and supplier materials from corporate business systems and data from industry and competitors, and various data from other external environments from the enterprise. Business operation decisions that commercial intelligence can assist either operand or a decision of tactical layers and strategic layers. In order to convert data into knowledge, it is necessary to use data warehouses, online analysis processing (OLAP) tools, and data mining. Therefore, from the technical level, business intelligence is not new, it is just a comprehensive application of data warehouses, OLAP, and data mining.
Therefore, regarding business intelligence as a solution should be more appropriate. The key to business intelligence is to extract useful data from many data from different enterprise operation systems to ensure the correctness of the data, then extraction, transformation and loading (load), The ETL process, merged into an enterprise-class data warehouse, giving a global view of enterprise data, using appropriate query and analysis tools, data mining tools, OLAP tools, etc., analysis and processing (at this time) The information becomes auxiliary decision-making), and finally presented knowledge to the manager and supports the manager's decision-making process.
Operators pay attention to market competition
Operators' large-scale construction business analysis support systems are mainly to meet fierce market competition. At present, business competition between domestic telecommunications markets and operators is not only in terms of tariff - price war, but also rushing to the launch of new business, through these competition means, operators mine and compete Customer resources, this makes the operator's customer's loss rate increases. In order to keep customer resources, operators need a business analysis support system to obtain effective information that can truly reflect enterprise operations in their own market data, providing scientific support for market business decisions.
For telecom operators, with the long-term and widely used of the telecommunications industry, these companies have a large number of customers and business data. The competition in the telecom market is increasing, and only those enterprises that use advanced information technology successfully collect, analyze, understand information, and decisive information on information, which makes commercial intelligence applications have used martial arts. The managers of telecom operators need to find out problems in business operations with business intelligence technology to find favorable solutions. Commercial intelligent telecommunications application solutions mainly include four major aspects: First, infrastructure, including data warehouses, OLAP, ETL; second, basic applications, mainly customer analysis, income analysis, product / service analysis, market share analysis, service quality analysis And market promotion analysis, etc .; third is senior applications, at this level, mainly establish some application analysis models, such as customer losses model, customer value model, customer credit model, price sensitivity model, product affinity model, etc. Value-added application services, mainly establish some management modules, such as fraud management, CRM, etc.
NCRTERADATA Data Warehouse Deputy General Manager Wang Xiaoyu Introduction, domestic telecom operators have launched the planning and implementation of application business intelligence solutions, and China Mobile is currently in a leading position. TERADATA has won China Mobile Shanxi, Shaanxi, Hebei, Inner Mongolia, Yunnan, Guangxi, Guizhou, and Fujian, Yunnan, Guangxi, Guizhou, and Fujian. Among the enterprises that have implemented business intelligence applications, Shanxi Mobile was implemented in the first month of the customer's loss model. In the predicted 5,789 lost customer group, 3,345 people were retained through market events, and the per capita words of these customers The cost is more than 150 yuan.
Domestic applications are still in the starting stage
The commercial intelligence software market has grown rapidly in recent years. IDC predicts, from the global scale, from now, this market will grow at 27% annual growth rate, 2005 will reach $ 11.8 billion. In this market, end user queries, reports, and OLAP tools account for 65%. The latest IDC research report shows that the commercial intelligent software market in the Asia-Pacific region will grow at 23% per year and will reach $ 33 billion in 2006, which is currently nearly 3 times more than US $ 12 billion.
