The Mobile Channel Is a Wellspring of Customer Data

Article in 1to1 Magazine by Anna Papachristos featuring Anandan Jayaraman

Consumers’ rapid adoption of smartphones and tablets presents an opportunity for marketers to harness the influx of mobile data to deliver more relevant, personalized customer experiences.

As mobile devices increasingly become an extension of consumers' physical identity, organizations have access to a wealth of fresh information. This wellspring of uniquely identifiable customer data can provide business leaders with insight into new and innovative ways to interact with their customers.

"With the explosion of smartphones, the mobile device has become a critical conduit to the customer—one that is quickly morphing into an all-purpose, on-the-go device for payments, identity, Web browsing, communications, and entertainment," says Anandan Jayaraman, chief product and marketing officer for Connectiva Systems. "Mobile analytics and the monetization of customer activity from mobile is the next big frontier."

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.

Read the complete article here:

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.