Converged Networking: Leveraging on Consumer Data - Article in Voice & Data featuring Anandan Jayaraman

Mobile analytics has a tremendous potential to boost real-time marketing/advertising

At present, the world of mobile communications is in the second phase of transition-from 'voice' to 'data' services. In this new era of data, which is gaining a huge traction with the launch of smartphones and development of many applications around data services, device manufacturers plan to leverage on data-supportive devices. Operators are betting big on data to enhance ARPUs. Undoubtedly, data will transform the space of mobile telecommunications and the business of communications will also increase. However the question is how do we quantify these facets of business, don't we need an effective metrics? As an adage goes 'Seeing is believing', a tool to know the quality of business in mobile communications is mobile analytics. Mobile analytics not only offers a qualitative and quantitative picture, but it's also instrumental in enhancing operators' productivity and they can also leverage on the data to enhance revenues.

Scope of Mobile Analytics

Globally, mobile analytics market is about $200-250 mn. As per a survey conducted by Bango, the Indian mobile analytics market is estimated to be about $5-7 mn. For mobile analytics, US and Europe are the major markets. Although mobile analytics is still at a very nascent stage in India, however it will gain momentum with the intake of iPhones, iPads, and smartphones; mobile data consumption; services related to society, economy, and entertainment offered by operators along with innovative applications, and mobile ad spending. Mobile analytics plays a pivotal role in providing an up-to-date information of consumers, it assists in knowing the consumers-their mobile spends, interests on mobile data, and mobile data consumption. It gives a clear-cut view of mobile-web portal intake by the consumers.

Monetizing

Information or data is always a treasure. With mobile analytics, telcos can get a holistic understanding of customers. They can leverage on the insight of subscribers data consumption. Anandan Jayaraman, chief product and marketing officer, Connectiva Systems says, “Most operators do not work like a customer service organization instead they operate as a network infrastructure company. So now with mobile analytics they can know what is consumed by the customers on a portal and what are they doing on a portal, and if they are going through the portal. Customers' data or mobile data is like the lifeline of telcos. Data enables operators to customize the experience.” Mobile analytics is a blessing in disguise to mobile banking and m-commerce, as it helps to keep track of behavioral and transactional data.

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About Connectiva Systems

Connectiva Systems is a subscriber data monetization software company whose analytics solutions enable telecom, media and utility companies reduce revenue leakage, minimize fraud, lower churn, improve operational effectiveness and increase overall profitability.

Leading global service providers ranging from 2 million to 100+ million subscribers and in a variety of segments across mobile, cable, wireline and business services have partnered with Connectiva to realize more than $500 million in value. Connectiva has won numerous awards and has been consistently recognized as a thought leader in telecom analytics.

Headquartered in New York City, the company is privately held and has offices in Bonn, Dubai, Kolkata, Kuala Lumpur, Lagos, London, Manama, Mexico City and New Delhi.