Cloudera Evolve 2024 | Boaz Rubin, Amdocs

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Boaz Rubin

VP, Head of Network Software R&D

Amdocs

Rebecca Knight

Host

SiliconANGLE Media

Amdocs partners with Cloudera to service telcos with AI

Amdocs Group Company, which provides software services for telecommunication and media service providers, is charging into the age of artificial intelligence.The company has not only incorporated AI into its software, but uses it to harness data that can help customers make better decisions for their businesses.Amdocs’ Boaz Rubin talks with theCUBE about the company’s partnership with Cloudera.“Since we have all the data, it allows us to make decisions [about] what offer we can suggest to the customer, what offer the business will look [at] that’s as a most successful idea … to leverage the system,” said Boaz Rubin (pictured), VP, Head of Network Software R&D at Amdocs

play_circle_outline Amdocs role in telecommunications industry, software solutions for telcos worldwide

play_circle_outline Leveraging AI and automation for network operations, customer experience enhancement

play_circle_outline Utilizing Cloudera for data storage and analytics in charging system

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Boaz Rubin, Amdocs

Boaz Rubin

VP, Head of Network Software R&D Amdocs

Rebecca Knight

Host SiliconANGLE Media

HOST

Boaz Rubin, VP and Head of Network Solutions R&D at Amdocs, discusses Amdocs' role in serving the telco industry and implementing AI for digital transformation. Amdocs uses Cloudera for charging usage data for millions of subscribers to enable better decision-making and offer new plans based on data insights. The shift to 5G technology poses challenges for Amdocs, which they address by leveraging Cloudera's SaaS solutions. Amdocs prioritizes data privacy and compliance, with solutions in place to protect sensitive data and meet regulations. Bo

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What is Amdocs and what type of software does it supply for telcos? add

What are some ways that telcos are leveraging AI and automation to drive innovation in network software and operations? add

What kind of data do we have in the HBase Cloudera system? add

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Boaz Rubin, Amdocs

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Rebecca Knight

>> Welcome back, everyone, to TheCUBE's live coverage of Cloudera 24, here in New York, New York. I'm your host, Rebecca Knight, sitting alongside my co-host and analyst, Bob Laliberte. Bob, the event is underway and there's just so much energy and buzz in the room. It's really exciting to be here.

Bob Laliberte

>> Absolutely. It's great to be here. Pier 59, a lot of excitement, a lot of customers, a lot of buzz going on right now. So, it's fantastic.

Rebecca Knight

>> Indeed. And we have a great guest coming up. He is Boaz Rubin, VP, Head of Network Solutions R&D at Amdocs. Thank you so much. Live from Tel Aviv, so thank you so much for coming on the show.

Boaz Rubin

>> Thank you for inviting me to this summit event. Very exciting to be here.

Rebecca Knight

>> Boaz, for our viewers, why don't you tell our viewers a little bit about your career and also about Amdocs?

Boaz Rubin

>> Amdocs is a company that's serving mostly the telco. The company supplies software for all type of requirement that they have, whether it's CLM, port charging, and ordering and billing. Amdocs is the biggest company in the world for this kind of software. We are working with the most big telco in all over the world.

Bob Laliberte

>> Yeah, absolutely. So, I'm very familiar with Amdocs in the telcom space. You guys have been one of the leaders in the digital transformation that's taking place in the telecommunication space. I'm wondering if you can talk a little bit about how you're seeing the telcos leverage AI and leverage automation to drive greater innovation in the network software and the network operations.

Boaz Rubin

>> Yes. So, AI is the most word that five years ago, we took only on 5G.

Bob Laliberte

>> Correct.

Boaz Rubin

>> Now AI is the most common for all industry. All are looking how to improve from the offering, from the operation, for everything around the AI. Amdocs tackles this in all the product that they're serving, the OSS, the BSS, the CRM. They have also a specific component that's called amAlz that provides solution for the AI working with catalog specific solution for the catalog also. We're also looking in the support point of view because Amdocs also provides the support, how to improve the support with the operation to the customer. And of course at the end, we want to reduce the cost, improve all the process, and increase the business of the customers.

Rebecca Knight

>> So I actually want to back up, because you are a customer of Cloudera. Can you talk a little bit about how you use Cloudera?

Boaz Rubin

>> Amdocs has the biggest charging system in the world, where it's mostly installing the big telco. We used the Cloudera for charging usage. We are keeping all the usage in the Cloudera, so it's a huge data that's grow. It's around the... We are talking on the vendor that's there. They have 20 million subscribers, 300 million subscribers, so we are keeping there. And you understand it's what kind of , the data we have in the HBase Cloudera and what we can do from it in the stand of the AI.

Bob Laliberte

>> Yeah. And that's huge. When you're talking about especially the mobile network operators, when you've got billions of records being generated daily and the amount of data, and the need for the telcos. I remember when I was in the industry five, six years ago, a lot of the conversation was around the quality of experience. How do we ensure that organizations are getting the best quality of insurance? How do you do that? You have to track it. You need the data to understand. You also want to make sure that your high paying and other customers, those advanced customers are getting the appropriate experience that they need to have. And so that ability to be able to collect the data, to understand the experience, to be able to, like you said, especially for charging or giving credits, if the services up there is super important in this space where there's so much data being collected, so many users that are impacted by anything that might happen.

Boaz Rubin

>> Exactly. So we are looking all the time for a new use case, a new offer that we can provide to the customer as a result of the data that we have there. It's an endless idea coming, and I don't think that's any other application has all this information of the customer.

Bob Laliberte

>> Yep, absolutely. Yeah. Between the OSS, the BSS, the CRM, you've got a lot of different data sources that you need to collate and abstract data from to make this work. Yeah.

Rebecca Knight

>> So, can you talk a little bit specifically... I mean as you've said, AI, it is the buzzword of frankly maybe the decade, maybe the millennia. How are you using Cloudera's analytics and AI capabilities to make better decisions? Because that is really what is driving your business forward.

Boaz Rubin

>> So first of all, as I explained before, that since we have all the data, it's allowed us to make decision what offer we can suggest to the customer, what offer the business will look as a most successful idea to leverage the system. Also, about the consumption about the . Also, the fact that you have the specific data you can impact on other application like the ordering, the OSS, the BSS. And also the catalog is also based on AI, so there are a lot of automatic process that even without human touch, we are able to suggest a new plan to the business.

Bob Laliberte

>> Yep. Yeah, absolutely. So obviously, AI is the buzzword of the year. There's been lots of research that showed it's even surplanted security, cyber security in a lot of places as well. Obviously 5G though, has been a buzzword for a number of years. Obviously, that shift to this new technology and new platform creates a lot of challenge. You're in R&D, you're trying to figure out how all this works. And now suddenly you're separating the control plane and user planes and things like that. A lot of the technology going from what used to be not too long ago, hardware-based to software-based, to now cloud-based, microservces based. What kind of challenges does that present to Amdocs, as you're thinking about bringing out solutions for these new 5G environments?

Boaz Rubin

>> .

Boaz Rubin

>> So we have a lot of challenge around this also with the cloud that already is being used all over. The movement between 4G and 5G has also created a lot of traffic in the system. And we need to have a solution that's able to scale up and scale that down according to the system.

Bob Laliberte

>> Correct.

Boaz Rubin

>> In addition, this system with the Cloudera installed all the type of the cloud, Azure, Amazon, OCI, Google. All of them we are able to support. We have another solution that we started leverage from Cloudera is the SaaS solution of Cloudera, which allow us in the future, to save more money in the term of scale up and scale down because it will be automatic behind the scene.

Bob Laliberte

>> Got it. So, that consumption-based offering that they have enables you to be flexible and align your costs with what you are charging your customers as well.

Boaz Rubin

>> Correct.

Bob Laliberte

>> Yeah, makes a lot of sense.

Rebecca Knight

>> So another-

>> ....

Rebecca Knight

>> very large concern is data privacy and compliance. But there is a tension there that you need to balance it with this sort of real-time analytics and innovation and creativity. How do you manage that tension between making sure that the data remains private and that you are complying with regulations? Versus also being able to act with immediacy and urgency with what you're seeing and what the data is telling you?

Boaz Rubin

>> So the security is another biggest topic that come as we go and all the time, demand more and more. Each country have a different regulation around it. We support the GDPR regulation around us. We are able to have data sensitive, data masking we using. It's all over the application end to end. Also, there is a solution that you are able to split the data. For example, there is one big vendor that would like to have the government call not exposed to the consumer. Even the employee that's working in the vendor are not able to access. So we have a solution even in the Cloudera, to split between the government and the consumer.

Bob Laliberte

>> Got it.

Rebecca Knight

>> Excellent.

Bob Laliberte

>> Yeah, that makes a lot of sense. And I remember a lot of my time working with telcos, that's always something very critical. Having sure that that data privacy of the users, even more so when you're talking about the government or people in the government. And making sure that their data and their calls and so forth are protected and private.

Rebecca Knight

>> So, tell us a little bit. You're here at Cloudera from Israel, as we were talking about. How are you using this event to either learn from other customers, learn from Cloudera about new products and offerings? Or just really chatting it up with people who are also in your industry and learning what problems that they're grappling with and maybe coming away with some solutions of your own?

Boaz Rubin

>> So first of all, I have a very good relation with the management of Cloudera. I came here to present them our demand for the roadmap. Secondly, a lot of customers all over the world come from electricity company, to economic, to bank, whatever. And at the end, the use case, the use case are very... we can adjust or get the idea from other areas in order to leverage in the telco and opposite. So, we hear a lot of very nice ideas how to improve the quality of the day-to-day, how to improve the business. And we see a lot of things that people come and using the Cloudera.

Rebecca Knight

>> Excellent. Well, Boaz, this is-

Boaz Rubin

>> It's amazing....

Rebecca Knight

>> a really terrific conversation. Thank you so much for coming on theCUBE.

Boaz Rubin

>> Thank you very much, guys.

Bob Laliberte

>> .

Rebecca Knight

>> I'm Rebecca Knight for Bob Laliberte. Stay tuned for more of our live coverage from Cloudera 24. You're watching theCUBE, the leader in enterprise tech news and analysis.