The call “fourth platform” of Telefónica He has given many owners since they started to discuss it. Last summer, without going any further, looked like it was going to be the new tactic of the teleco to continue attacking his demons: utility companies on the network such as Google and Facebook. Today have presented us it with the name of AURA and finally appears to be clarida on what is and is not: Telefónica does not want to attack the Facebook and Google, nor want to replace them, wants to ally themselves to offer data and intelligence.
Telefónica has much insisted that it does not want to “get into half” of the relationship between the user and these services. In fact would not be legal or possible technically, as long as the majority of these applications “over the top” encrypted traffic and the operator only you know (if the user keeps their DNS services) that access them. In what it insisted this fourth platform leads the customer to “have full control over the data having Telefónica to offer the service”, can do with them “what you want”… even transfer them to those same services that have always been the target of Telefónica.
What data are we talking about when we talk about data of the fourth platform
If you look at what he has done in the last few years Google we see a pattern marked in favour of pushing the adoption of “https” connections. The objective is clear, no teleco can “see what happens inside”. ¿What data does the operator? If we are in the mobile knows to what antenna we have connected, but also if we use their DNS services, for how long. They have billing, SMS, calls (how many, to which numbers), payment, in the case of television channels see, which films buy it, how many and which devices are connected to our router.
All these details and more are a teleco has of each client, in fact has them because they are those who need to provide service to defend Telefónica. What they now do is to consolidate them in a space only, so that the client can access, interact (for example with the voice) and manage access permissions.
Examples of data that Aura allows access to a customer of Telefónica
On the one hand we have customer data, on the other we have the channels through which opens and interacts with them. In this telephone point has shown examples several during the presentation: through TV, through voice with Alexa and Amazon Echo, but also with a normal service through options interface.
A demo of Aura, @Telefonica cognitive intelligence. #TelefónicaAura pic.twitter.com/bERG2AZUf1
— Engadget Mobile (@xatakamovil) February 26, 2017
But of course, for that they have not organized this whole shebang, the plan is that there will be intelligence on those data and in addition, if the customer allows, access by third parties.
The part of cognitive motor and alliances of the Aura of Telefónica
The key point of Aura is not in that client access to your data, but in allowing third organizations. Telefónica has sworn and perjurado that there is no sale of data and that those free transfers will always control of users, because “data is the client”. In fact offering third Telefónica is more than a data access, it is to your cognitive motor You can remove a custom profile. I.e., an intelligence service based on data more than a data service offer.
Exemplifies it the Aura of intelligence test in as you can ask and manage services through voice: ask for recommendations of programming, consult the programming of TV asking when Miss a game or series, ask cutting access to the router to a particular device or create a wifi for guests. They have made the development of artificial intelligence in Aura the hand of Microsoft.
Cases for example on the part of third parties using the service? More than speculate is worth show alliances that part Aura. UNICEF has a project that will ask permission of Telefónica customers to anonymised data mobility or the use of the mobile with a view to “improve the quality of their predictive models and response to children in the event of natural disasters”, by example the Zika case, knowing how people moves help to predict how you will move the epidemic; in a somewhat surprising way Facebook has appeared pointing a collaborative space: use data from Telefonica customers to contact them in an emergency for your service “Safety check”. That Facebook is an importance Alliance attests that Sheryl Sandberg will explain it
In the application itself of Aura, there are other less idealistic cases: a bank that we allow access to our invoicing could offer us a better credit to contrast that we are good payers of a high Bill; insurance that go to our movements and is that after all we both move and lower the price of the insurance accordingly. In any case, as we see it in the application of Aura in each case it is very clear what is the project, who would leave the data and what exactly it will give.
Aura has been a project that is not against the neutrality of the network, remains to be seen if useful
Aura is going to have a first effect, that the users of a teleco we realize the vast amount of data which a teleco has of us. This aspect is positive, helps us to be aware what is associated to always have a connection with us. It is more if we have control over them. Therefore, and unless you give a twist to the Aura project with respect to what is today, the fourth platform does not go against the neutrality of the network or directly is a weapon against Facebook, Google and company.
If Aura just by imposing we have a breakthrough in the teleco-client relationship based on artificial intelligence. And if this get it do well and make it big can end up saving hundreds and hundreds of millions of dollars in support… that right now we are humans
There is a value for Telefonica beyond that they do not receive income from other companies or serve for, as they say, retain best customers. If Aura just imposing we have a breakthrough in the teleco-client relationship based on artificial intelligence. And if this get it do well and make it big can end up saving hundreds and hundreds of millions of dollars in support… that right now we are humans.
What remains to be seen is if Aura is useful and has value for those who do services. On the one hand there will be to understand the competitive level of Telefónica in disciplines as the machine learning and the deep learning (hence Microsoft’s support comes them in handy), secondly that its data enable not only theoretical and real improvements to third parties. Finally another Aura is how customers will react to the whole of the proposal. Typically our information that has most interested us of a teleco is to examine the invoice to understand that no us charge more… when in the app’s Aura we ask would you leave access to geolocation data or your calls on Movistar to such or which company… will tell you Yes? Seeing how we have advanced in the permissions we give to many applications is likely to be rather do in Exchange for what?
In any case it would not forget that the idea is platform, you will have the value of what others build upon it. Day one Aura is low, the potential medium-term to occupy the space of “customer with many less costs” is big, but the Grand Prize will be if the ecosystem of services on the internet believe that Telefónica has changed sides and understood, so many years later, internet.
Aura will be on the market, if Telefonica plans, in 2017 in Spain and several countries in Latin America but still met quite.