Smart cities: what is Big Data and how it works in St. Petersburg

Smart cities: what is Big Data and how it works in St. Petersburg

With the help of new technologies, Tele2 analyzed how fans get to Gazprom Arena. Now these data help make the logistics for each match at the stadium more convenient and comfortable for everyone.

If you think that the concepts of “digital economy” and “smart cities” are still somewhere very far away, then we hasten to assure you that the future has already arrived. And not the smallest role in this future is played by mobile operators who own a huge layer of information and are able to analyze it.

At the moment when you make a call or print a message, the telecom operator captures a lot of details. For example, where are you now, what brand of telephone do you have, how long have you been talking or browsing the Internet. And even more: the operator knows your gender and age, how often you travel, where you like to travel, and much more. It is important to note that all this information is anonymized.

Initially, Big Data was used to determine where, for example, an urgent need to put in a communication tower, so that each user can safely go to Instagram and post a photo without interruptions, well, or call mom without any “oh, you can't hear it.” In the future, it became clear that Big Data can change for the better even entire areas and cities, and not only in terms of the quality of the mobile signal, but in general any aspects of life.

Let's take a fresh example - a new huge stadium Gazprom Arena was built in St. Petersburg, which seats 68 thousand people. It goes without saying that one of the very first questions was: "How to make it convenient for people to move around?" If you have been to mass events of this magnitude, then you understand what this is about. Queues, huge crowds, ready to trample you alive - all this is actually very serious and partly even scary. It is Big Data that can help reduce risks.

“We looked at how many Tele2 subscribers came to the game and realized that this was a good enough sample. Usually enough information about 15% of the entire audience is enough for the result, in this case the indicator was much higher. It was important for us to understand how residents and guests of St. Petersburg get to the stadium, ”Svetlana Skvortsova, Strategic Planning Director of Tele2, told St. Petersburg.ru.

According to her, the metro was, of course, primarily evaluated. As we all know, there are two stations near Gazprom Arena - Krestovsky Ostrov, which is located a little further, and the recently opened Novokrestovsky, which is located directly near the new stadium. Thanks to Big Data analysis, it was possible to understand that 10% of Tele2 subscribers came to the match from a distant station, and 30% from a nearby station. Other visitors to the match traveled in other ways - someone by taxi, someone by public transport or their car.

“That is, what is the main task - so that everyone likes the match, so that everyone focuses on the game, so that everyone can come and go in an organized manner. The experience of data analysis using Big Data allows us to plan such conditions for the future, ”said Svetlana Skvortsova.

Of course, mass events are not the limit. In the same way, Tele2 can help, for example, plan public transport routes. Perhaps, a bus that no one wants to go to somewhere, and in another district of St. Petersburg, on the contrary, it will bring benefits. Big Data technologies can also be used for business - to understand where it is best to open a dry cleaning service or a hairdresser. It is enough to analyze how far Tele2 subscribers have to travel for these services. Big Data is also used for ease of registration on various sites. It would be cool to do this: you go to Booking.com by phone number or any other resource you need, and the mobile operator is already loading all the necessary “profile” about you. The spectrum of possibilities of "big data" is just beginning to be discovered, so they approach each project individually, and experts are happy to take on something completely new.

“What makes mobile communication good, unlike, for example, Internet companies, it is personal in terms of use. I really like the example based on my family - when my child and I use the same Google account. If you go to the section "what Google thinks of you", then he will give me some kind of monster. A year ago, he decided that I was a man of 25-35 years old who was interested in children, education, hip-hop and chemical memes! Now my image has acquired some crazy characteristics that, in the end, give out some absolutely contradictory personality, ”laughs Svetlana Skvortsova.

Speaking about the analysis of user behavior, it is important to understand that Big Data is not a story about "my personal data was leaked to someone." The data of any subscriber is stored and not transmitted to anyone, as prescribed by law. Telecommunications operators only take our data for analysis, but the result is completely anonymized characteristics. It is these impersonal conclusions that help make life much more convenient and help make cities truly smart. & Nbsp;

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