Case Study: Globe Telecom achieves personalized mobile experiences and scalable analytics with Cloudera

Globe Telecom enabling the digital lifestyle of mobile customers

Globe Telecom, the Philippines’ leading mobile operator (responsible for over half the country’s mobile revenues), faced explosive data growth — managing hundreds of petabytes (about 600 PB) after a 66% year‑over‑year increase — while customer spending didn’t keep pace. Its legacy data‑warehouse was costly and couldn’t scale or deliver the real‑time, granular views of network, billing, and payments data needed to optimize bundles, deliver contextual advertising, and meet regulatory/privacy requirements.

Globe implemented a modern real‑time analytics platform based on Cloudera Enterprise (using Apache Flume, Kafka, and Spark) to ingest network signals and batch data and give Marketing, Credit, and Finance direct access for Customer 360 and personalized advertising. The result: previously impossible customer segmentation, more relevant ads and better mobile experiences, and a future‑proof analytics environment that keeps Globe competitive with global telecom leaders.

Globe Telecom

Gil Genio

Chief Technology and Information Officer, Chief Strategy Officer