CBS - Vodafone - Mezuro

1. CBS - Vodafone - Mezuro Using mobile network data for statistical research DGNIS, The Hague September 26th , 2013 Raoul Raab (Vodafone) May Offermans (CBS)

2. Everyone’s talking about Big Data... There’s a titanic amount of data out there, unprecedented.... Data is beautiful! (July 2010) The beauty of data David McCandless: The beauty of data visualization “Data wins wars” - Amazon.com corporate slogan Building with big data : The data revolution is changing the landscape of business ; May 26th 2011

3. Todays Smartphones present new possibilities for data • NFC/Contactless

4. Telecom providers have a lot of data and are exploring these withrespect forcustomers’ privacy andpermission Customer Surveys M2M data Mobile Transactions Cross functional cooperation may provide Big Data opportunities CVM Mobile Advert Retail Technology Segmentation Permission EBU Cell Locations Apps Usage Streaming & P2P Billing Records Connected Devices Digital Geo Dem Profiles CBU Mobile Location CM Roaming Handset Clients BICC Fixed Network Base Mgmt Data Network Data • “a typical Vodafone mobile network produces 50TB of data per day”

5. Customer Data is “the new oil” balancing between……… Risk Reward Ghawar Old Field Deep Water Horizon Spill

6. Vodafone Privacy Commitments Respect We value privacy because of its value to people. It’s about more than legal compliance – it’s about building a culture that respects privacy and justifies the trust placed in us. Openness and Honesty We communicate clearly about actions we take that may impact privacy, we ensure our actions reflect our words, and we are open to feedback about our actions. Choice We give people the ability to make simple and meaningful choices about their privacy. Privacy by Design Respect for privacy is a key component in the design, development and delivery of our products and services. Balance When we are required to balance the right to privacy against other obligations necessary to a free and secure society, we work to minimize privacy impacts. Laws and Standards We comply with privacy laws, and we will work with governments, regulators, policy makers and opinion formers for better and more meaningful privacy laws and standards. Accountability We are accountable for living up to these principles throughout our corporate family, including when working with our partners and suppliers.

8. m-Analytics case CBS- Mezuro- Vodafone • Mezuro started with counting people using camera’s for retail and outdoor advertising market • Camera’s are very accurate and there is a clear market need, but: • No information on origin visitor • Camera’s only placed on demand; no existing network • Idea: use the existing network of a provider to count and determine origin of visitors • Mezurofound a partner in Vodafone to introduce this new technology (co development IPR and patent pending; TNO tested) • First year focus on the public sector (cities, provinces and public bodies such as RWS and Prorail) • Working together with CBS delivering statistical network data and improving/verifying the statistics behind the technology.

9. Mezuro project – considerations Validated output for mobility reporting • Privacy aspects • Privacy Law (Wbp) vs. Telecom Law • To process personal data = prior consent needed: not enough data for statistics • Legally no need for consent with anonymous data • Vodafone only delivers anonymous and aggregated data to Mezuro • Although explicit choice from Vodafone to offer opt-out • Reputation aspects • What is the public opinion (politicians, media, consumer associations, (potential) customers)? • Bad press • Commercial aspects • Maximize ‘n’ in dataset (consent would decrease ‘n’) • More anonymization reduces output value (Bus. Case) Mezuro Aggregation & validation (Anonymisation – phase 2) Automated ‘blind’ analysis Solution, controlled by Vodafone Replace User-IDs (Anonymisation – phase 1) Traffic data (Events = CDR’s) Vodafone

10. For discussion only Results: Origin visitors Maastricht Centre

11. Results: Overview Maastricht Shopping area Sunday Shopping night Clearly more people Low-cost busses Clearly less people Shopping night after ‘Sinterklaas’ does not work Sleeping longer on Sunday Shopping night Event ‘Magic dream’ Special event + shopping night Friday market Football match local Christmas Christmas shopping New Year

12. Results: Traffic between 4 cities • In cooperation with GoudappelCoffeng

13. Day-time population - Density

14. Day-time population - Density

15. Day time population Municipal Personal Records Database Almere: commutertown?

16. Day time population – Region profile City Centre Working region (busy) Working region (normal) No classification Commuting region Recreational region

17. Tourism

18. German Tourists visiting the Dutch Coast • # Unique devices Devices Rainfall

19. German Tourists visiting the Dutch coast Devices Temperature

20. UK Tourists visiting the Dutch coast Devices Temperature

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22. What can statistics based on mobile phone data mean for your organisation?

23. Another application: Realtime data crowd management (pilot Queensday) In co-operation with KPMG and nu.nl widget where is the King • More then 4 million page views • Almost 300 K unique users