The data science team in Rakuten works relentlessly to provide the data science edge to propel Rakuten Mobile business. There are several efforts being undertaken by Rakuten’s Data science team to support the expansion of the mobile network operations business. Some noteworthy efforts undertaken includes e-KYC (know your customer) to reduce the time and friction in customer onboarding, AI-based virtual assistants to improve customer service by answering customer queries, Voice AI to empower users of Rakuten Mobile with voice commands, customer acquisition using targeting and customer profiling based on antenna locations, and shop location optimizer which uses advanced AI algorithms to predict the most suitable places to setup offline shops for Rakuten mobile and many more.