Victorious mobile analytics product extended to cover mobile network traffic

CEM4Mobile Solutions Ltd releases CEM4Mobile for Operators

The core measures of success in mobile channels are defined by experience, interaction and engagement. Finland’s and the world’s leading supplier of mobile Customer Experience Management solutions and services releases CEM4Mobile for Operators extending the analysis from mobile web, applications and streaming based services to all mobile content transactions in operators’ networks.

Last year CEM4Mobile (www.cem4mobile.com) outperformed Google Analytics, Adobe’s Omniture and Bango in independent surveys. The studies compared how well the different analytics products apply to measuring the usage of the fast growing mobile content services from a business development perspective. Unlike other analytics solutions, CEM4Mobile has been now extended to fully support also mobile operators’ business case in mobile Value Added Services and their unique position in the value chain.

CEM4Mobile as a solution

CEM4Mobile is an innovative mobile analytics product with strong focus on Customer Experience Management. The offering has been particularly designed for companies providing mobile content and Value Added Services (VAS) across all of the industry’s verticals enabling them to measure and analyze interactions between end-users and mobile services, optimize their business and ensure successful customer relations. CEM4Mobile supports browsing, application and streaming based mobile services whereas the following application areas gain the most instant benefits:

• news & information services in form of directory services, news, travel, life, dating, and sport

• mobile entertainment services including music, audio-video streaming & images and mobile gaming

• mobile marketing solutions in its various formats (Mobile TV, video, MMS, games…)

• monetary gaming such as gambling, betting and lotteries

• financial services in the areas of mobile banking, micro payments, stock market and trading

• mobile shopping and auctions (e.g. m-booking, m-brokering, m-ticketing)

• communication in its various formats (community services, instant messaging, multimedia messaging, mobile TV)

CEM4Mobile seeks to provide complete picture which enables our customers to understand mobile user’s behavior, handset capabilities, location, values and opinions as well as market trends.

Operator’s business case

The worldwide mobile industry is furiously competing to provide innovative VAS to customers at the same time when the Internet brands are rapidly extending their focus and services to mobile devices. The potential of facilitating the mobile users via VAS in their daily life is enormous and still untapped to its full potential.

Whereas mobile operators were once able to control the customer experience and behaviour via operator decks, the advent of “vendor agnostic” application stores and readily-available navigation tools changed the rules of the game. Suddenly operators are left with a general understanding of the data travelling back and forth on their network without the context needed to understand the content service usage, device combinations, subscriber behavior patterns and generally the customer insight for driving optimal business decisions.

CEM4Mobile for Operators supports direct network and BSS integration providing business critical insight on third party mobile content service usage in addition to the operator’s own services. The analysis extends to use patterns, service ranking, market trends and particularly how different device and user demographic combinations impact the behavior.

Business Benefits

The benefits for mobile operators are versatile but can be concisely summarized as follows:

Managing the diversity - Instead of just reacting to a constantly changing business environment, managing the customer base proactively will result in the elimination of bad experiences on incompatible devices, higher customer retention ratio, lower customer care costs and it will help drive new revenue streams.

Business development - Integration with subscribers’ demographic and location data enables marketers to collect and link device, subscriber and service usage information through a single point of access. This insight can be used to support the development of price plans, content-handset bundles, handset subsidies and promotions.

Reduced cost of customer support - Providing customer support for the multitude of devices, operating systems and applications is driving customer care costs up sharply. Because of the wide supply of competing services and applications, regaining the business of a once lost subscriber is also increasingly hard as well as expensive.

Perceived quality - The kind of top-down, measured network quality provided by traditional Network Management Systems will only give a partial view of the end user experience as it fails to take in to consideration network independent factors, such as the device or content type being used. Also, from the end user’s point of view, perceived quality is not the same as measured quality. Perceived quality is only obtainable by asking the user himself.

Lower churn - A good CEM solution will enable real time monitoring of one or more services, regardless of – but considering - the type of device in use. This enables proactive quality improvement and elimination of end-user problems before they reach larger numbers.

Geographical reach - Operating in a global market makes it essential to be able to manage services in different markets on the markets’ own terms and conditions.

ROI - In order to effectively manage the quality of mobile services and applications all the way from the source to the end-user, one must first know the present state of service quality and prevailing mobile trends in order to set the direction for the future improvements and for securing optimal ROI from the investments.

More information

about CEM4Mobile Solutions can be requested at:

MWC Barcelona, stand 4.1HS01
CEM4Mobile Solutions Ltd
Kappelitie 6 A
02200 Espoo, Finland
sales@cem4mobile.com
tel: +358 (0)9 689 884 88

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CEM4Mobile Solutions is a Finnish world-class expert in managing usage and the customer experience for mobile content services. CEM4Mobile provides software solutions and services for companies large and small which develop or produce mobile services. CEM4Mobile's offering enables companies providing mobile services to measure and analyse data on the interaction between end users and mobile services, optimise their business and ensure successful customer relations.

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