Home Smart 100 2011 Mobile Application Analytics (SMART 100)

Mobile Application Analytics (SMART 100)

0

Show your support for this innovation. Tweet it. Like it on Facebook. Leave a comment.

The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

Mobile Application Analytics

This innovation initially came to life when…

…a major mobile operator in the UK approached our channel partner to see if they could help determine if smartphone applications (iPhone, Android, etc.) were causing congestion and outages in the mobile network. We quickly modified our mobile web analytics platform to analyse mobile application traffic and develop a series of new reports that provide unprecedented insight into smartphone application usage and associated network impacts.

WHAT & HOW

The purpose of this innovation is to…

…provide mobile network operators with unprecedented insight into data traffic generated by smartphone applications including iPhone, iPad and Android-based devices. This can be used as input to network design, marketing strategy or customer insights.

It does this by…

…analysing the raw data traffic generated by smartphones and other mobile devices as measured within the mobile network itself. Traffic from specific devices (iPhone, iPad, Google Nexus, etc.) and specific applications (browser, Facebook, Maps, Twitter, etc.) is identified and used to build a database from which detailed reports and graphs can be generated.

PURPOSE & BENEFITS

This innovation improves on what came before because…

…mobile operators currently have no visibility of how smartphone applications are impacting network capacity and performance. As the recent problems experienced by Vodafone and Optus have illustrated, mobile data usage is growing exponentially and operators are quick to point the finger at smartphones and mobile applications. However, they have no ability to identify which specific applications or devices are responsible.

Its various benefits to the customer/end-user include…

…quantification of smartphone application impacts on mobile networks as well as identification of the specific applications with the biggest impact. With our channel partner’s technology, the specific applications can be throttled or blocked to prevent adverse impacts on other subscribers.

COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

…manual analysis of traffic log records; however, the growth of smartphone traffic via mobile application usage has taken all mobile operators by surprise. Mobile operators around the world continue to invest billions of dollars into capacity expansion based on top-line traffic growth without really understanding what is driving this growth and optimising investment accordingly.

Its predecessors/competitors include…

…manual analysis of traffic logs by operator staff and some emerging overseas competitors who provide analytics to mobile operators. These include companies such as Openwave, Neuralitic and Ground Truth; however, we don’t believe any of them offer our level of detail.

TARGET MARKET

It is made for…

…mobile operators who are struggling to understand what is driving mobile data usage and determine the most cost-effective way to manage this growth. Rather than blindly rolling out expensive network capacity, investments can be better targetted based on actual traffic usage profiles.

DISTRIBUTION STRATEGY

It is available for sale through…

…our two channel partners who are global mobile network infrastructure vendors and have hundreds of existing mobile operator customers. Our channel partners have established account, integration and support organisations so we only need to provide presales and technical support.

Our marketing strategy is to…

…work with our channel partners to market our solution to their existing customer base. With one channel partner we have an OEM agreement which will see our technology rebranded as their own. The other channel partner has an ‘innovation’ network of third parties including Amethon whose products are offered to existing customers.

SUPPORTING IMAGES

SHOW YOUR SUPPORT…

Voting for the Readers’ Choice Index has concluded, but you can still show your support!

  1. Tweet it: Top left of each page
  2. Trigger a Reaction: Facebook ‘Like’, etc.
  3. Leave a Comment: Anonymous comments excluded*

More about the READERS’ CHOICE INDEX.

Get unlimited access to our FREE business tools…

Need to raise capital? Want to become a more persuasive presenter? Want to master social media? Is it time to overhaul your website? Unlock the library to get free access to free cheat sheets and business tools. Click here for free business tools.