Vodafone is cementing its relationship with Google Cloud in a new, six-year deal to drive the use of data analytics and insights to develop what is claimed to be an industry-first global data platform that will support the launch of new products and services for customers simultaneously around the world.
Vodafone first started working with Google Cloud in 2019 but in a major expansion of their existing agreement, the two companies will now build a new integrated data platform with the added capability of processing and moving huge volumes of data globally from multiple systems into the cloud.
The Nucleus platform will house a new system, dubbed “Dynamo”, designed to drive data throughout Vodafone to enable it to more quickly offer its customers new, personalised products and services across multiple markets.
It is claimed that Dynamo will allow Vodafone to tailor new connectivity services for homes and businesses through the release of smart network features, such as providing a sudden broadband speed boost.
Capable of processing around 50 terabytes of data per day, equivalent to 25,000 hours of HD film (and growing), both Nucleus and Dynamo are being built in-house by Vodafone and Google Cloud specialist teams. Up to 1,000 employees of both companies located in Spain, the UK, and the US are collaborating on the project.
Vodafone has already identified more than 700 use-cases to deliver new products and services quickly across its markets, support fact-based decision-making, reduce costs, remove duplication of data sources, and simplify and centralise operations.
The company insists that the speed and ease with which Vodafone’s operating companies in multiple countries can access its data analytics, intelligence, and machine-learning capabilities will also be vastly improved.
By generating more detailed insight and data-driven analysis across the organisation and with its partners, it is claimed Vodafone customers around the world can have a better and more enriched experience.
In March, Vodafone unveiled “Together we can” as a new global brand positioning that “celebrates what the human spirit can achieve when combined with technology”. The company’s UK data-driven marketing account is handled by TMW Unlimited, which works alongside We Are Social (social media), New Commercial Arts (advertising) and Carat (media).
One key benefit of the deal will be enhancing Vodafone’s mobile, fixed, and TV content and connectivity services through the instantaneous availability of highly personalised rewards, content, and applications. For example, a consumer might receive a sudden broadband speed boost based on personalised individual needs.
It will also increase the number of smart network services in its Google Cloud footprint from eight markets to the entire Vodafone footprint. This is aimed at allowing Vodafone to precisely match network roll-out to consumer demand, increase capacity at critical times, and use machine learning to predict, detect, and fix issues even before customers are aware of them.
In addition, the move will enable data scientists to collaborate on key environmental and health issues in 11 countries using automated machine learning tools.
Vodafone is already assisting governments and aid organisations, upon their request, with secure, anonymised, and aggregated movement data to tackle Covid-19.
This partnership will further improve Vodafone’s ability to provide deeper insights, in accordance with local laws and regulations, into the spread of disease through intelligent analytics across a wider geographical area.
Finally, it will provide a complete digital replica of many of Vodafone’s internal support functions using artificial intelligence and advanced analytics for a so-called digital twin. This enables analytic models on Google Cloud to improve response times to enquiries and predict future demand. The system will also support a digital twin of Vodafone’s vast digital infrastructure worldwide.
Vodafone chief technology officer Johan Wibergh said: “Vodafone is building a powerful foundation for a digital future. We have vast amounts of data which, when securely processed and made available across our footprint using the collective power of Vodafone and Google Cloud’s engineering expertise, will transform our services, to our customers and governments, and the societies where they live and serve.”
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